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Advocacy: Your Brand’s Ultimate Best Friend

September 17, 2012 at 8:55 am PST

Advocacy is a term we have been hearing more often in the recent years. It’s not a new term but one that has been reinvigorated in the context of the online world. Social media is playing an increasing role in the purchase cycle, resulting in more focus on post-purchase engagement on the web.

The Customer Journey Has Evolved:

The post-purchase phase is a key component in building brand loyalty and advocacy. I have borrowed the following graphic to show the evolution of the online customer journey: Read More »

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Meet Liang Si: A Pioneer of Corporate Social Media in Greater China

March 15, 2012 at 11:10 am PST

Meet Liang: Role Model for Greater China Social Ambassadors

Based in the Greater China Systems Engineering team, Liang is a social media pioneer who has naturally established himself as a leader of social media for other Greater China social ambassadors through his exemplary social activities on Sina Weibo (China’s most widely used micro-blogging site akin to a hybrid of Twitter and Facebook) and Cisco China’s Online Community.

In particular, he is revered for his constant active two-way engagements on social platforms.  After becoming a member of the Cisco China Online Community, he joined 27 topic groups within the online platform. From then on, Liang has not only published work around 16 different topics, but he has also eagerly contributed to the community with rich content about the company’s cutting-edge technology.

How Liang Optimally Uses Social Media

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Meet Jennifer Halim: The Story of a Cisco Social Media Ambassador

December 15, 2011 at 8:27 pm PST

At Cisco, we are focused upon internally and externally sharing social media best practices and lessons learned from individuals who have successfully integrated social media into their day job.  We recently sat down with one such social practitioner, Jennifer Halim, a subject matter expert (SME) on the Customer Support Team, to learn more about how she incorporates social media into her job at Cisco.

Jennifer joined the Cisco Technical Assistance Center (TAC) in 2007 and focuses on security products in Australia. In 2010, she became a Technical Account Manager with ScanSafe, Cisco’s cloud-based web security service. Even after the move, she managed to keep up to date with the technology that she used in her previous role by actively participating on the Cisco Support Community. With over 322,000 registered users and 11 years of history, the Cisco Support Community is a platform on which technical experts and Cisco customers can interact with each other by asking and answering questions in the discussion forums, commenting on blogs, rating videos, and more. While spending an average of one to three hours per day contributing to the discussion forums regarding Cisco Security products, she participates completely out of her own will during after business hours. Through her engagements on this website, Jennifer states that she is constantly learning from other contributors to the community, and she enjoys the satisfaction of being able to help customers by answering their questions and resolving their issues.

Community participants like Jennifer who have responded to customers have contributed to Cisco’s $80 million in annual cost savings that is attributed to the Cisco Support Community and is a conservative estimate based on TAC case deflection. Based on the number of customer cases resolved, Jennifer has been one of the top contributors since she joined the community in 2010.

How does she manage to integrate her Support Community activities into her day job?

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