Over the past couple decades, an increasing number of business technology (BT) buyers have started to use social media. In 2012, more than 80% of BT buyers in the US and more than 75% in EMEA were seen to use social media for work purposes. As customers start to spend more time on these sites, the amount of social data available for companies to turn into actionable insights has increased as well.
How Cisco Uses Social Scoring
At Cisco, social data is the foundation upon which we derive our social intelligence. Social Scoring is a method by which we capture and process our customer and partners’ social interactions to build “virtual profiles” for each individual. Essentially, we aim to obtain a 360° view of each customer so that we can improve our marketing efforts.
On Thursday and Friday of last week, I attended the Big Boulder data conference, which brings together vendor, academics, analysts and practitioners of social data. The purposes were many: discuss emerging trends, acknowledge the issues and challenges around privacy and security, and make introductions to encourage discussion of how we all envisage social data technology and by extension social data maturing.
I spent two days fastened in on how vendors believed social data could be used and how companies and researchers were ultimately using it. At times, there was a wide gulf and not only because the rate at which technology is evolving is rapid but because we, as an industry, recognize the importance of this data and don’t want to compromise the trust our customers and clients have for us.
The people at GNIP/Twitter are well aware of this and have spearheaded the Big Boulder Initiative, a task force created to address critical issues around stewardship, enablement, availability and value. If you’re interested, you can learn more here.
Over the two-day conference, there were over 45 sessions with topics ranging from Sina Weibo to the challenges of analyzing unstructured data to user-generated content vs. brand-created content. Despite the wide scope of topics discussed, there was an underlying recognition that we were all in this together, that we have an obligation to manage the growth of social data in a responsible and secure manner and that we still had some growing up to do.
I could probably write several pages of themes and insights that I noted during the two days but here are three I thought we’re particularly interesting.
Visualize Whirled Peas
This year there was a lot of discussion around visualization and the impact of Tumblr and Pinterest, respectively. One of the panelist believed that visual channels were happy because people like to engage with images. I’m not sure I entirely buy that and other members of the panel were quick to argue to the contrary. However, watching the world wake up and go to sleep with Twitter was very compelling and did make me smile (if not happy).
Some members of the panels wanted customers to more fully recognize the value in sharing their location via a social platform. I can see the benefits to users of the data; it was amazing to see the outline of common maps reveal themselves not through traditional boundaries but rather through social activities—outlines of cities, airports, etc. emerged as people Tweeted. The panelists didn’t seem to share some of the anxieties I had about sharing my whereabouts in real-time. Issues of safety and cyber-bullying can and should influence what people share online. However, I liked the idea of using imagery to guide discovery and finding someone on say, something like Tumblr, with a similar aesthetic to encourage that connection.
We Do Have Some Standards Around Here, You Know
This was the first year, where I heard the admission that social does not have the same standard of measurement as say TV advertising, print ads, etc.. This wasn’t the familiar beat of the ROI drum but rather a recognition that we need to, as an industry, better define the value of social. To date, we don’t have a verifiably mature model that clearly defines what comprises that value. We don’t have a clear idea of when engagement matters most and how to attribute that activity. But honest conversations are beginning and everyone seems to recognize the importance to sales, marketing, HR, etc. to answer these questions.
Millennials vs. Digital Behavior—Which One Truly Matters
I have to admit this topic really intrigued me and I was excited to learn the digital characteristics of this generation. I don’t know if the resulting information was meant to make us all feel better (read: younger) but some of the panelists felt that generations should be segmented along the lines of digital behavior over age. Susan Etlingersuggested that we’ve been using demographic behavior as a proxy for categorizing customers and it’s losing its value. It’s certainly true that using the blunt instrument of age to determine a person’s online social persona may omit a lot of detail but with each succeeding generation the use and proliferation of online tools can’t be entirely overlooked. Susan certainly wasn’t minimizing the influence of social technology broadly across generations but that we should perhaps adjust our lens to include more than just demographics to segment an audience.
In the two days, I met some great people, discovered that everyone is facing very similar changes and that it’s never been more exciting to be involved with Social Data. Learn more about the Boulder Initiative here and the Big Boulder conference here.
Not all corporate videos are created alike so I will break the discussion down into different categories of video. Additionally I will give a range of costs in US dollars with the core assumption that professional resources (aka people and equipment) are being used and any travel expenses are separate. All videos are no more than about 5 minutes in length.
Keep in mind that if you can get Joe in the Marketing Department that has a video camera and can edit to help for free that does not mean the cost of the video is free. There is an intrinsic value in Joe’s time, expertise and the use of the equipment.
Category 1: A basic talking head video. Example:
The first category is a basic video with just one person talking to the camera. No script, no graphics and little or no editing. Can be done with a cell phone for a cost of $0 but quality could be an issue. At the other end of the range would be a camera crew of 1-2 people to setup a camera with nice lighting, maybe a teleprompter, and an hour or two of editing out the mistakes for a cost of up to $2,000. So, a Category 1 video has a cost range of $0 to $2,000.
Category 2: A basic 1-2 person video with limited graphics. Example:
Add some basic graphics and perhaps a second person to the Category 1 video and you have increased your costs slightly. Now you must do some editing to insert the graphics or do the taping with more elaborate equipment to “switch” in the graphics. If the two people are on camera together then quality sound is an issue that might require 2 microphones and an audio mixer. If the people are taped separately then more editing is required. Cost range $1,500 to $4,000.
Category 3: A basic scripted video with narration, on camera talent and limited graphics. Example:
Category 3 takes the jump into simple scripted videos. Perhaps it is an internal training video or a product overview. You have 3 core costs: script, 2-3 person video crew and editing. There are a lot of variables such as non-professional talent vs. professional actors, professional scriptwriter vs. in-house writer and the numbers of days and locations for taping. Typical cost range $5,000 (non-professional writer and talent) to $25,000 (professional writer and talent).
Category 4: Testimonial or success story. Example:
Category 4 is the basic testimonial or success story. The core expense is the on-location tapings with an experienced video crew that can setup quickly and not be too invasive. Selecting and editing the comments into a cohesive story can be time consuming. Typical cost range $15,000 to $40,000 (remember that travel expenses are not included in the ranges).
Category 5: A complex scripted video with narration, graphics and on camera talent. Example:
Category 5 moves up the scale to create a more engaging or fun video. Perhaps it is a marketing video or something motivational. Costs include: professional scriptwriter, actors, 3-4 person video crew, professional graphics and/or animation and editing. Every component becomes more critical in this type of video and lack of quality in any component can hinder the effectiveness of the video. Typical cost range $30,000 to $70,000.
Category 6: A complex scripted video with an analogy, motion graphics, and complex location video shoots. Example:
Category 6 pulls out the stops to create a visual experience. The script must be more precise and visual. The video crew and type of equipment required is high end. Editing becomes much more expensive to incorporate the graphics. Typical cost range $50,000 and up.
Of course not everything fits into these neat categories but this can help identify a budget and frame the discussion with your video production resources. Good luck….
Have you ever wanted to go to the cisco.com home page and see what John Chambers is saying right at that moment?
Well, you’ve probably never had that exact wish, but that’s what we’ll be offering home page visitors starting on Monday, May 19th. During the Cisco Live week May 19 – 22, visitors to the cisco.com home page will be able to see a live broadcast of Cisco Live events direct from San Francisco.
We’ll turn on the video feed Monday afternoon just before John Chambers’ keynote, and will continue to broadcast all Cisco Live events through Thursday afternoon as they occur.
John Chambers keynote, Monday at 3:30 pm
Rob Lloyd keynote, Tuesday at 10:00 am
Industry keynote – IoT, Wednesday at 10:00 am
Guest keynote – Sal Kahn from Kahn Academy, Thursday at 10:30 am
This is the first time we’re showing a live video feed on our home page. We will be syncing up our publishing updates with the Cisco Live event schedule, so that the video player is available when the keynotes are live. This means we will be publishing the home page 10 times during the event, making for a busy week for my team back at the San Jose HQ.
Cisco.com is Form Factor Friendly
Our home page uses a “web responsive design” approach, which means it adapts its layout according to the user’s viewing environment. This allows us to provide an optimal user experience to users on desktops, tablets and mobile devices. All visitors will need to click the “Play” icon in order to start the video, and the video player detects connection speed and display the appropriate video stream for the user.
Tablet view: Watch Cisco Live Keynotes on your tablet directly from Cisco.com
Mobile View: Tablet view: Watch Cisco Live Keynotes on your mobile directly from Cisco.com
So if you’re browsing around on cisco.com during Cisco Live week, check out the home page and click the “Play” icon to see Cisco Live in action.
Be sure to mark your calendar with must watch keynotes, find out more about Cisco Live: