Listening is the muse of social media that inspires action. In this session, hear real-life examples on how you can drive business results with actionable listening and integrate your online and offline findings to create a holistic "outside-in" view of your brand. [Presented at the #SMSS in Las Vegas Feb 8th] - slide credits go to @steffymarx

1. Cisco and the Social Web:
Listening and Responding to Your
Customers and Prospects
LaSandra Brill
Senior Manager, Digital & Social Media Strategy
Cisco Systems, Inc.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

2. “We have two ears
and one mouth so
that we can listen
twice as much as we
speak.”
Epictetus, Greek Stoic philosopher,
AD 55-c.135

3. Content
Sharing &
Rating
Forums
Organization
Web Site
Blogs
cisco.com Social
Networks
Blogs
Cisco
Blogs
Home Base Outposts Passports
Priority: 1 Priority: 2 Priority: 3
Time Budget: ~50% Time Budget: ~40% Time Budget: ~10%
Listening Station Always on
© 2010 Cisco and/or its affiliates. All rights reserved.
Tuning in to online conversations Cisco Confidential 3

4. 78% of 18-34 year olds,
71% of 35-44 year olds,
59% of 45-54 year olds
use social media
25% are equally likely to
share their dissatisfaction with a
company, brand or product via
social media
Harris Interactive, Harris Poll,
June 2010
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4

5. 34% of Americans online have
used social media to rant or rave
about a company, brand, or
product
38% aim to influence, 46%
feel they can be brutally honest
on the internet
Facebook fans are more 28%
likely than non-fans to continue
using a product
41% fans are more likely than
non-fans to recommend to a
friend
Harris Interactive, Harris Poll, June 2010
Syncapse Corp, The Value of a Facebook Fan, June 2010
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

7. • It is the new collaboration
system between
employees, customers
and brands
• Most efficient listening
and feedback-gathering
channel available
• Accelerates word of
mouth
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

8. Blogs
Micromedia
Social Networks
Video sharing
Geolocation
Reviews & Ratings
Customer Service
Events
Wikis
Live-casting
Photo sharing
Music sharing
Document sharing
Social Bookmarking

9. Listening or “Monitoring”
“Groundswell” Social Objectives offers the ability to learn
from what your
 Listening customers are saying.
 Talking
 Energizing
 Spreading
 Supporting
 Embracing
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9

10. Social Media
Customer
Groundswell Online press
Voice of the Bloggers /
Customer Influencers
Trade
press
Today’s Challenge Relevant Insights
• Deep customer insight, market trends,
• Multiple conversations from multiple
competitive intelligence
channels
• Ability to influence and drive the
• Diverse and fragmented
business
• Disruptive force spreads news rapidly
• Data collection, data analysis, insight
(good and bad)
delivery
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10

11. Stage 5
Fully Engaged
Stage 4
Stage 3 Impactful
Stage 2 Operational • Social listening and
Stage 1 Experimental engagement drives real
• Share insights broadly business results
Traditional
• Dabbling in social • Key players/responders • Cross-functional teams
• Customer understanding listening occurs identified (i.e. product, partner to listen, engage
occurs via focus groups, • Initial understanding of
marketing, support) consistently and make
surveys, or phone conversation landscape • Develop initial response changes based on
channel/support process, start engaging insights
• Perceive potential
• No concerted effort benefits of listening • Starts to be embedded in • Listening data matched
around social listening; business operations with other data to
possible skepticism • Still disconnected to provide real-time overall
about benefits business operations • Executive sponsorship health of brand
Based on Ant’s Eye View Social Engagement Journey:
http://www.antseyeview.com/blog/the-social-engagement-journey-how-companies-are-transformed-by-social-media/
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11

12. Monitor
monitor
Discover real-time,
relevant, impactful
conversations
Measure measure
Analyze and track
conversations, engage Engage
show business
impact Active dialog with
customers or
prospects, track/tag
comments for
further use
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12

13. Total volume of mentions
14000
12000 Earnings
Cius/Verizon
10000 Data Center Portfolio
and IPTV
Expansion
8000
6000
4000 Holidays
2000
0
1-Dec 8-Dec 15-Dec 22-Dec 29-Dec 5-Jan 12-Jan 19-Jan 26-Jan 2-Feb 9-Feb 16-Feb 23-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar
Volume of mentions by topic Mentions by media type
Routers & Switches Forum Other
Replies 5%
Security 5%
Mobility / Wireless Facebook
9%
Certification
Consumer
Small Business
Collaboration MicroMedia
Blogs 54%
Video
27%
Virtualization
0 5000 10000 15000 20000 25000
© 2010 Cisco and/or its affiliates. All rights reserved. Chart Data Source: Radian6 Cisco Confidential 13

14. A Job Seeker’s Tweet Our Response
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

15. 1) WW Technical Services Discovers Two 2) Small Business Uncovers Product
P1 Issues and BU Resolves Issue and Restores Faith of Partner
• P1 issues discovered via Radian6 alerts. • Cisco Partner expresses lack of faith in UC560.
• One customer reports total of 17 bugs with Cisco Nexus • SMB actively listening, reach out and uncover product issue.
products through various TAC cases. • Product team react quickly, faulty units sent directly to
• BU fully engaged and fixes all the reported issues. engineers for examination in order to prevent repeat issues.
• Customer pleased with the technical support provided. • Partner appreciates prompt response and resolution.
3) Tandberg Addresses Customer Concerns 4) Cisco Data Center Enters a New Market
Over Acquisition and Calm Fears with Unified Computing (UCS)
• Customers publicly voice their concerns about the • First step to entering new terrain is listening and learning to
acquisition on Tandberg’s Facebook page. what’s being said in the marketplace.
• Tandberg team actively monitoring and responds via their • Active listening and strong feedback loops ensure Cisco’s
Facebook wall and contacts appropriate sales rep to let language accurately reflects the external realities of
them know the customer needs more reassurance. customer conversations.
• Team calm fears and avoids any further public escalation • Earns legitimacy by coauthoring content with established
of concerns on Facebook. thought leaders inside the community.
• The loudest customer has since removed his negative • DC team amplifies customer enthusiasts and preempts
comments from the Facebook wall. detractors to improve receptivity to their insights.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

17. Cisco you suck - I have to register &
then click bloody download and accept
about a thousand times just to get
updated firmware. #wtf #fail
@henaredegan sorry to hear about the
downloads issues. We created a page for
easier firmware downloads, hope this
helps! http://bit.ly/3Y1O8
@CiscoSmallBiz Nice! I really like the
“Download and Accept License” all in one
click – good stuff
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17

18. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18

19. Lead Opportunities: Product Negative: Show we care, help resolve
comparisons, “looking for XYZ” issues, turn sentiment to neutral/positive
Cisco you suck - I have to register & then click bloody download
and accept about a thousand times just to get updated
firmware. #wtf #fail
CiscoSmallBiz: sorry to hear about downloads issues. We created
a page for easier firmware downloads, hope this helps!
http://bit.ly/3Ym1O8
Nice! I really like the "Download and Accept License" all in one
click - good stuff
Positive: Thank them, turn
them into advocates
Product Reviews: Influence others
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19

20. Inviting Guest Bloggers to the
Cisco SP Mobility Community
• Researched potential
contributors and experts
• Reached out to solicit active
bloggers in mobile industry
• Resulted in 6 strong
contributors who posted
regularly over 12-18 month
period:
Posts received 36% of total
views
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20

21. Gaining insights to drive real business
results… Identify
Emerging Themes
Capture Find Fans
Industry Trends and Advocates
Competitive Discover
Insights Product Issues
Benefits of
Listening
Uncover Crisis / Risk
Influencers Management
Message Product
Penetration Development
Feedback
Sales Leads
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21

22. • “Conductor” or facilitator Support
Listen Hub
Distribution and alerts
Workflow
• Subject Matter Experts Marketing
Facilitator Hub
Product expertise
Train, i.e. Code of Business Conduct
• Reporter
Product
Track and analyze results
Hub
Communicate broadly
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22

23. Crisis
Marketing Product Support Management
Research Product
Pre-Sales Resolve Issues
Issues
and Answer Safety Issue
Support Questions
Product Quality
Igniting Fans Issues
Gather Info for Critical Support Website Errors or
Content Generation Product
Development Issues Problems
Thought Provide Product
Leadership /
Trusted Advisor Updates
Promote Cisco Highly Negative
Support Post / Mentions of
Reputation Identify Gaps in Community Lawsuit
Management Product Portfolio
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23

24. Take reasonable
action to fix issue
and let customer
know action taken
Positive Negative
Yes Yes
No Assess the
Does customer
Do you want Evaluate the
need/deserve more
to respond? message purpose
info?
No Yes Unhappy Yes Are the facts No Gently correct the
Response Customer? correct? facts
No
Yes Can you add No Dedicated Yes Are the facts No
value? Complainer? correct?
No Yes
Is the Explain what is being
Respond in Thank the Comedian Yes
problem done to correct the
kind & share person Want-to-Be? issue
being fixed?
No
Yes
Let post stand and
This framework was built using the USAF Blog Triage monitor
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24

25. Abide by
the rules
You are
Add value
responsible
Be mindful Be honest
Be respectful Be yourself
Read: Cisco’s Social Media Guidelines
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25

26. Thank you.

27. Gain insights on customer/partner sentiment by doing
Listen social listening. Helps provide direction for product
development, marketing ideas, support issues, areas
for focus and improvement.
Add value and tell stories about how technology can
help small businesses in a blog or with video
Create content to increase product consideration, improve
relevance, gain trusted advisor status
Share content (blog posts, research reports, industry
best practices, newsworthy items, social media
Share releases, customer & how-to videos) on Twitter,
Facebook, YouTube + Digg, Delicious, StumbleUpon
Impact perception by responding to social
conversations - solve problems or correct
Engage inaccuracies, ignite fans and encourage advocates,
gain referrals, demonstrate willingness to help.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27

28. • What relevant discussions are taking place?
• Is the conversation more prominent in a particular type of social media
(blogs, message boards, social networks, etc.)?
• What key topics and themes are being discussed?
• Is the conversation fragmented or is there a clear leading voice(s)? Who
are the leading voices? Is the media leading or hosting these
conversations? Competitors?
• Does my organization have a voice in the conversation? Is anyone
talking about us?
• Are our target audiences participating in this conversation?
• Are there any passionate fans of our issue or cause? What about
detractors?
• “So what? How do all those answers add up in a meaningful way that
will move us forward?”
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28