Where Should Social Media Fit in Your Business?

Jeanette Gibson, Director, Social Media Marketing @JeanetteG June 27, 2011 Prepared for The Corporate Social Media Summit 2011

© 2010 Cisco and/or its affiliates. All rights reserved.

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socialmedia.cisco.com
Why… §  Create conversations with customers, partners, employees and the public §  Platform to discuss the role of the network §  Thought leadership How… §  Extensive use of video increases engagement §  Integrated with campaigns §  Employee engagement programs increase usage externally

© 2010 Cisco and/or its affiliates. All rights reserved.

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“Core” Social Media Organization/Roles

Marketing & Communications
Embedding social into all marketing activities and customer touch-points
Marketing & Comms

§  §  §  §  §  §  §  § 

Social Brand Strategy Infrastructure Measurement & insight Process Policy & governance Best practices Training Consultation

IT
Integrating platforms for social intelligence
IT

Global Social Media Marketing

Global Teams

Global Teams
Shared service for global rollout

Engineering
Partnering on social engagement & innovation

Engineering

Sales

Sales
Social intelligence and customer insight

© 2010 Cisco and/or its affiliates. All rights reserved.

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FY10  

FY11  

FY12  

Listening:  What  conversa<ons  are  happening  where,  by  whom,  what’s  said…  
External  

Op<mize  Content/PlaGorms:  What’s  created,  delivery,  discoverability…  
 Engagement:  Par<cipate  in  conversa<ons  already  happening…  

Advocacy:  Nurture/aBract  others  to  engage…  
Internal  

Measure  &  Adjust:  Tac<cal  health  metrics  +  strategic  impact  metrics,  course  correct…   Educate  &  Align:  Training,  leverage,  teaming,  global  processes…  

© 2010 Cisco and/or its affiliates. All rights reserved.

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•  A tool for conversations

between Social Media Manager and Subject Matter Experts

•  A framework for social

engagement opportunities

•  Connected to business

use cases

© 2010 Cisco and/or its affiliates. All rights reserved.

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•  A standard

comment & response protocol

•  Do’s and Don’t’s

with best practice examples

© 2010 Cisco and/or its affiliates. All rights reserved.

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Browse social media case studies

Download resource materials

Learn about policy

Join meetings and events

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Know the rules
Understand the law and adhere to best practices

Create a social media policy
Define your rules of engagement

Listen
What are your employees and customers saying?

Set goals
What are you trying to accomplish?

Create an education initiative
Employees are your digital brand champions

Plan for support
Who will need to be involved?

Be open & transparent
Be willing to share lessons learned
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