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5 Tips to Becoming a “Savvy” Social Media Marketer

Where do you go to find social media tips, statistics, trends, and best practices? I recently attended the Social Media for Savvy Marketers event hosted by Cisco featuring speakers from Twitter, SAP, Adobe, BuzzFeed, Salesforce.com, Percolate, and more. The two-day event brought candid conversations, interactive panel sessions, and an engaging way to learn how B2B and B2C brands are using social. When else can you hear from industry experts on the hottest trends in social media and learn best practices to leverage for your next social media campaign? If you missed out on this thought provoking event, below are my takeaways from the event.

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5 Tips to Becoming a “Savvy” Social Media Marketer:

Tip #1: A Social Business Starts with your Executives: According to a social media statistic from eMarketer, “82% of employees say they trust a company more when CEO and leadership teams are involved in social.” Jeanette Gibson, Senior Director, Global Social Media Marketing at Cisco, shared that Cisco placed a monitor including a Twitter feed outside of CEO John Chamber’s office, showing the importance of the customer conversation. This was the first step Cisco made in transforming to a social business.  Additionally, Gibson noted, “Help your business to be S.O.C.I.A.L.: Scalable, Open, Consistent, Intuitive, Active, and Limitless”, showcasing the social conversation highlights of what is being said about your brand. The conversation is happening across channels and brands shouldn’t miss out.

Tip #2: Listening is the First Step of a Social Strategy: At each stage of a social media strategy, listening is critical. Before jumping into any conversation, we must pay attention to what is being said and then engage accordingly with that particular audience.  LaSandra Brill, Manager, Global Social Media Marketing at Cisco, shared the significance of listening as she discussed the importance of Social CRM. Brill noted that “85% of Tech buyers engage in some form of social activity.” Listening to what your customers are saying and are interested in allows for targeted offers to be sent to customers increasing the propensity to buy. Note: be sure to be clever vs. creepy with the targeted offers.

Tip #3: Content is King and Distribution is Queen: Creating good “snackable” content is critical to increasing the reach of the conversation. Video is quickly becoming the next generation of content as it is fun and engaging.  Matt Rozen, Group Manager Corporate Social Media of Adobe, shared his thoughts, “the best part of video is the measurable traffic. Video was just 10% of impressions, but drove 50% of site visits.” Content can engage an audience and keep them active in the conversation. On day two of the event, James Gross, Co-Founder of Percolate, advised “If we reshape how we create content, we will shift from renting audience to owning it.” Ultimately, I think Jonathan Perelman, VP Agency Strategy & Industry Development at Buzzfeed, summed up the idea of content most eloquently, “Content is King and distribution is queen.” Create great content and then let your fans share it. Once you have this great content, don’t forget to integrate search: include keywords, hashtags, and tagging!

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Happy Earth Day! How Are You Contributing?

April 22, 2013 at 11:32 am PST

earth dayDid you know that you could keep approximately 19 pounds of carbon dioxide emissions out of the atmosphere for each gallon of gas you don’t use? By itself that may not seem like a big number, but for those who commute 5 days a week, 20 days a month and around 260 days a year, that is a lot of carbon emissions.

Telecommuting has become increasingly popular at organizations around the world. Many are developing formal programs and seeing the benefits of increased employee productivity, improved morale and business continuity.  The Association of Commuter Transportation (ACT) reports that 83 percent of the Fortune 100 companies allow employees to telework, including companies such as Google, Microsoft, Genentech and Starbucks.

That’s not all, in fact Read More »

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MSE Blog Series Part 5: Revamping the MSE Licensing Scheme

In the last MSE blog, my colleague Lucy discussed wIPS as a feature of MSE Release 7.4. To further the conversation around Release 7.4, I’m going to describe the new licensing scheme.

We at Cisco believe strongly in the mantra of valuing customer satisfaction. Feedback we received on the Mobility Services Engine (MSE) licensing scheme inspired us to make the following adjustments in a new licensing scheme, which is available as a part of the MSE software release for version 7.4 along with Advanced Location Services:

  • AP-based licenses to align with Controller and Cisco Prime Infrastructure:  In the earlier releases, you needed to plan and try to predict how many Endpoints you expected on the network before buying the license. Now it’s easier to buy Location Services licenses by simply buying based on the AP count and what services from the MSE you anticipate deploying for your network.
  • Simplified WIPS SKUs: Adaptive wIPS licensing scheme was already AP-based so we just reduced the number of SKUs(1-AP, 100-AP and 1000-AP SKUs) for Local Mode and Monitor Mode licenses. Read More »

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On Demand: Boost Revenue, Build Loyalty in Your Retail Venue

Cisco Connected Mobile Experiences is a new solution that helps enable retail organizations to use Wi-Fi location services to deliver engaging store experiences and generate valuable shopper insights. Our industry-specific webinars so far break down use cases for Connected Mobile Experiences for airports/transportation and retail..with  more coming soon.

Our latest CMX webinar on demand is specific for retailers: “Boost Revenue, Build Loyalty.”

View this 45-minute on-demand video webcast to learn how to captivate your shoppers with new mobile apps supported by Cisco Connected Mobile Experiences. Discover how real-time location intelligence from your wireless network can enhance customer loyalty, improve store operations, and help you:

  • Deliver a personalized in-store shopping experience that increases customer intimacy
  • Provide important information at critical purchase decision points Read More »

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Realizing the Benefits of Internet of Everything for Customer Experience: Part 1 #IoE

We’re entering the age of the Internet of Everything (IoE), which is about connecting the Internet to the physical world (people, process, data, and things). We’re early in the process, with approximately 10 billion devices already connected. By 2020, Cisco projects that this number will reach 50 billion “things.” One of the key areas of impact identified in the Cisco Internet of Everything Economy report, “Embracing the Internet of Everything To Capture Your Share of $14.4 Trillion,” is customer experience. The report estimates that IoE-driven customer experience advances — based on increasing customer lifetime value and growing market share by adding more customers — will drive $3.7 trillion of the estimated $14.4 trillion of IoE Value at Stake globally over the next decade.
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IoE is enabling organizations to engage with their customers in whole new ways and to create new business models. IoE is all about making new connections possible: interactions among people, and between people and devices. It’s also about the ability of devices to communicate with each other, with applications, and with digital services, and then empowering those technologies to take action based on these communications.

When more of the world is connected, expect the delivery of your customer experience to shift beyond the boundaries of your current web and mobile sites, and past the walls of your offices and stores. New technologies connected to the Internet — including things like Google Glasses, IP-enabled lightbulbs, new gesture technologies, and sensors — will form the foundation of IoE. However, it is the data stream produced by all of these new connections that will have the greatest impact on your relationship with your customers.

With IoE, you will be better able to build customer loyalty and delight — creating emotional brand connections, personalizing the experience, and targeting offerings based on the data generated by IoE. Just think about what the IoE-powered future might look like across your customer journey.

  • Transform the process of building awareness and encouraging purchases,by bringing together data from various sources, including sensors that pick up signals to help anticipate customer needs. Target these customers in real time based on history, location, and activity.
    • Apps move from performing cross-brand product comparisons to enabling customers to determine where to find items based on criteria they set, including best price, product ratings, and the most convenient retail location to shop (automatically taking traffic and wait times into consideration).
    • Connected vending machines, digital signage, and other surfaces will recognize customers and deliver customized content at the point of need.
    • Items will be ordered on — and delivered to — a customer’s mobile phone, wherever it is located.
  • Post-sale, connect with the personal side of customers’ lives to help them achieve their goals. This will enable you to add post-sale value to create new revenue streams and drive new insights for innovation. Look for ways to be proactive, anticipate and prevent issues before they happen, or make suggestions that will improve a customer’s life.
    • Mobile devices or sensors react to the environment and are set to receive personalized messages placed by you or your customers’ social circles.
    • Sensors on clothing monitor customers’ health, enabling them to analyze and collect information about themselves, optimize their personal behaviors, and alert caregivers when there is an issue.
    • Connected cars move beyond monitoring an automobile’s performance to collecting data about customers’ driving habits, providing instant insurance quotes, and communicating with things along a route

These capabilities can be offered as services, and the great thing is they can be updated and improved over time. Companies like Nike are already way ahead with products like Nike Fuel. Nike has secured a role in my life around my fitness goals, and given all the history it has collected about me, I am not likely to switch to a competitor anytime soon.

If you want to be in a position to tap in to the potential of IoE, it’s time to get thinking about the role your brand will play in this new world. One of the first steps in designing your customer experience is good information about the needs and trends of your customers. Cisco is helping through primary research such as the Connected Customer Experience Report for Health Care, with more industries to come.  Please also follow us on the new Cisco Customer Experience Facebook page and Twitter for updated information.

In Part 2 of this blog series, I’ll provide specific details on how to get started in realizing the benefits of IoE for improving customer experience. In the meantime, I’d love your thoughts on how IoE will redefine customer experience as we know it.

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