Through the work Joyce has done to get the Cisco Healthcare group on board the social bandwagon, she has demonstrated every skill a SME Champion should possess. She is innovative, experimental, strategic and risk-taking.
For today’s “Meet Our SME” blog post, I thought I’d do something a little different and hear about the great work that our featured SME has done from Elizabeth Sherman, a Communications Program Manager and one of Joyce’s colleagues on the U.S. Enterprise and Commercial Field Marketing team.
Tell us about Joyce’s role at Cisco.
“As a Marketing Consultant supporting the healthcare vertical within US Enterprise and Commercial Field Marketing, Joyce manages Production and Operations in support of Mike Haymaker, Healthcare Marketing leader for the Americas.”
What’s the story behind why and how Joyce began building Cisco Healthcare’s social presence?
“Seeing the rising importance of B2B companies having a presence online, Joyce quickly found that Cisco Healthcare was not on Twitter, and that’s when she decided to make a change for the better.
Just two months before the healthcare technology industry’s largest show, HIMSS, Joyce dug in and taught herself everything there was to know about leveraging Twitter in the B2B space. She knew she needed timely and relevant content, and the ability to identify industry movers and shakers so that she could re-tweet their posts, thus earning their attention. In just two months, Joyce had nearly 400 followers and a large number of re-tweets.”
What business impact did Joyce’s social leadership and achievements have?
“At the HIMSS annual conference, customers came up to the booth commenting on the vibrant Twitter handle, saying Cisco Healthcare’s presence on Twitter is partly what drove them to the Cisco booth. As a result of the ever-growing handle (today @CiscoHealth has more than 1,500 followers), Healthcare Marketing leader for the Americas, Mike Haymaker, says it seems their programs have no plateau in sight. Mike says the way that Joyce has fully integrated Twitter to support Cisco’s Healthcare Marketing programs has been a meaningful growth driver for them.
Also, Cisco’s Healthcare community of interest, a network of Cisco Healthcare customers who have self-subscribed for healthcare content, has quadrupled since the Twitter handle began—due in part to the fact that Joyce promotes the community on her handle. Today, the community has nearly 47,000 members, which is a 40+ percent year-over-year growth.”
Do you have any closing remarks to share about Joyce?
“Joyce is leveraging social media not as a standalone tactic, but as an integrated part of a larger inbound marketing strategy. Joyce is a self-taught, pull-up-your-bootstraps kind of employee at Cisco. She sees a gap and works hard to fill it in a strategic way. Joyce Perrelli is truly an SME Champion.”
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.