Jeanne leads the Cisco Global Partner Marketing and Small Business teams with an optimal social plan to help the teams deliver business results and increase their work effectiveness.
Leading and managing the social media strategy for Global Partner Marketing and Small Business is Jeanne’s specialty. Throughout the years, she has been pivotal on educating the Partner Marketing and Sales teams about everything related to social media including the benefits of using it, implementation methods, best practices and alignment of resources for ongoing support.
Beyond that, Jeanne is the cornerstone for developing a social strategy for partners, working collaboratively with communication teams to ensure there is a cohesive message to partners, and what we hear from partners via social listening is fed back into the business. Her team is piloting innovations using the Social Hub to improve how we respond what we hear from social listening, and tying partner social profile data from Social Login with our Channel Marketing Database. She also talks to partners about effective listening and how it can help their overall marketing strategy.
Jeanne’s Social Achievements for Cisco Small Business
During her spare time, this SME continues to oversee social media for Small Business as it transitions to Lief Koepsel’s Small Business Marketing team. She is always working to discover and implement innovative social initiatives. For instance, she led the first pilot to have Facebook Like buttons placed on all Small Business Series web pages (US and UK) on November 11, 2011. In another project, she worked closely with the social media listening team to implement the first ever Listening Center with a Small Business breakout.
Since Jeanne started incorporating social media into the Small Business group’s marketing efforts targeted at resellers and customers, there’s been a significant return on investment. For instance, the team has seen an approximately 200% increase in community growth across all their external social channels!
Four Steps to Reaching Social Media Excellence
During her time in Small Business Marketing, Jeanne led the team through four crucial steps to achieve social excellence, and has been working to infuse the same strategy into Global Partner Marketing over the past year:
1) Listening: Leveraging various social media listening tools, the group was able to identify their audience segment on Twitter and Facebook. In addition, they were able to assess the audience’s user behavior and information needs in these social networks.
2) Content Development: Based on the audience profiles and user behavior, they developed content for the Small Business blog and YouTube channel that met the needs of their audience including how-to tips, product reviews and basic technology explanations. This content helped customers understand how to use technology to improve their business, and gave partners selling to small business content they could use in their own marketing and social media efforts.
3) Amplification: The content was then amplified across their Twitter and Facebook channels.
4) Listening and Engagement: Through their social channels, the team responded to feedback from their community and also participated in existing conversations from third party blogs and social networks. Jeanne ensures the inclusion of social media practices across all marketing efforts.
With the help of Jeanne’s efforts, Cisco’s Small Business Marketing Group was recognized by AMI Partners with the “Excellence Award in Demand Generation.” One of Jeanne’s colleagues Kate Spring says about Jeanne, “She’s truly an innovator and leader in social media.” I couldn’t agree more.
Meet Our SMEs” is a new blog series designed to acquaint you with some of our behind-the-scenes Cisco SMEs (subject matter experts) who have gone above and beyond to integrate social media into their day job. In addition to introducing you to their background and areas of expertise, we have highlighted some of their social media achievements and best practices. We hope you find these SMEs’ stories interesting and possibly even applicable to enhancing your own social media practice.