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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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The Social Soap Box: The Year of Twitter

December 21, 2011 at 1:19 pm PST

Twitter recently held its “Come See What We’re Building” Press Conference where it unveiled a new, simpler version of Twitter. While my Cisco blogger credential was not enough to get a press invitation to the event, I was able to attend their Twitter for Marketers Conference where I was joined by other corporate brands such as @Disney, @Starbucks and @Intel. As part of the opener, Twitter CEO Dick Costolo and Co-Founder Jack Dorsey highlighted some of the year’s major events that happened on Twitter first. From the most heartfelt stories like how Twitter connected people affected by the Japan earthquake, to Burberry’s innovative Twitter campaign,  I was reminded why marketers and communicators alike love and care so much about Twitter.

At Cisco, we also have our own milestones and major events made possible by Twitter. Here’s my first attempt at an “info” graphic of Cisco’s Twitter Year in Review:

Read More »

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Content Marketing: How to Create a Self-Publishing Practice

December 7, 2010 at 10:31 am PST

Many companies are starting to hire journalists, or experienced columnists with domain knowledge, to help them increase the appetite for and influence of their corporate blogs. Without a doubt, your storylines must be of interest to your target audience and contain meaningful substance within your editorial text. Yes, this is a no-brainer. But there are other things you can do to increase your reach if you’re a big company, or get noticed if you’re a small company. Consider guest blogging. Better yet, consider self-publishing on major media sites.

Huh? Guest blogging just means that you plug into an already existing blog on a third-party site. Self-publishing on major media sites is a different animal. The Service Provider Marketing organization at Cisco has been using a hybrid model of offering traditional press releases to editors and self-published content themselves for about a year. “It’s not paid media and it’s not a typical blog post”, says David Deans (@dhdeans), the champion of self publishing in Cisco’s Service Provider Marketing group. Then what is it? Read More »

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