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. Organization Web Site cisco.com Content Sharing & Rating Forums Social Networks Cisco Blogs Blogs Blogs Home Base Priority: 1 Time Budget: ~50% Outposts Priority: 2 Time Budget: ~40% Passports Priority: 3 Time Budget: ~10% Listening Station Always on Tuning in to online conversations

5. Customer Groundswell Social Media Online press Voice of the Customer Bloggers / Influencers Trade press Active Listening Platform Social Media Marketing

6. Measure Analyze and track conversations, show business impact Monitor Discover real-time, relevant, impactful conversations Engage Active dialog with customers or prospects, track/tag comments for further use

10. A Job Seeker’s Tweet Our Response

11. Negative: Show we care, help resolve issues, turn sentiment to neutral/positive Lead Opportunities: Product comparisons, “ looking for XYZ ” Product Reviews: Influence others Positive: Thank them, turn them into advocates 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

17. Questions?

18. Thanks for joining us!