I have been getting a lot of questions about advocacy so I want to take a few minutes to share my thoughts. I often hear people use the terms “influencers” and “advocates” interchangeably. While there are similarities between these two groups, in my opinion they’re not necessarily one and the same. You may have a different viewpoint on this, and that’s fine. What I’ve discovered is people define these terms differently which results in mixing these 2 groups. Taking some liberties with Ant’s Eye View’s (AEV) definitions of advocates and influencers, this is how I would like to describe them:
An influencer is someone who actively shares their opinions and expertise through their (large) personal and professional networks. An influencer is someone that can cause an effect without apparent exertion or force. Most common examples include analysts and media.
An advocate is someone who proactively defends, promotes and participates in the public conversation for a particular brand, product, service or cause. An advocate is someone that has positive affinity toward and stands behind a brand, product or cause. Most common examples include your most passionate customers and general brand aficionados.
In my mind, advocacy implies Read More »
Tags: advocacy, advocates, amplify, bonding, Cisco Champions, customer journey, defend, engage, framework, how to, identify, influencers, measurement, post purchase, steps
In our #ciscosmt Twitter chat yesterday, we talked about how to engage employees in social media. On a very high level, I presented the pillars of our program: identify, activate, recognize and measure. And previously, I blogged about a potential framework you can use for your own Social Ambassador program (that’s what we call our employee engagement program at Cisco).
At the end of the session, I offered 3 key takeaways for companies interested in starting or improving their employee engagement programs (these are all Twitter-friendly nuggets): Read More »
Tags: employees, engage, engagement, execs, Executives, how to, leadership, playbook, social media, tips
For organizations, the importance of tapping more deeply into their human capital – unlocking the potential each person brings to the table — has never been greater. In my previous blog post, I touched on how Cisco believes people working together can achieve extraordinary things. The challenge is how to best bring them together as participants in a global economy, who may not physically be in the same place at the same time. This requires organizations to:
- Empower their people to work their way — where, when and how they want — without limits.
- Engage their people by providing the right collaboration tools so they can stay more connected with their peers and other organizations, which in turn allows them to …
- Innovate as they foster better relationships and become more creative in developing new products, solutions and process that help their organizations
As the range of available collaboration technologies has continued to broaden, the focus for IT has begun to swing Read More »
Tags: collaboration, empower, engage, innovate, integrated collaboration portfolio, Intelligent Network, superior collaboration experience
Authored by : Kent Wong, Product Manager, Technical Services
It was a evening like any other. The Lone Admin walks into a his local watering hole to relax after a full day of battling issues and keeping his company’s network safe and secure. He is known somewhat as a miracle worker, a conundrum wrapped in an enigma. Even against the most sinister of network issues he is able to stand his ground and find resolution all by himself. How does he do it? None of his peers know.
Read More »
Tags: Apple iPad, cisco support community, collaborate, collaboration, discussion forum, engage, forums, iPad apps, iphone, mobile, online support, online video, small business, small business support, tech support, tehncial support, wifi
Inspired by the launch of the 2011 Ford Explorer.
On the 26th of July, 2010, Ford ended a decades old tradition of unveiling new models at flashy expensive auto shows, and took a leap of faith with Facebook. If you didn’t see this event as it happened, take a look on Mashable. In a nutshell, Ford used a dedicated fan page to build hype before, during and after the unveiling of the 2011 Explorer.
This event was extremely successful, surpassing its pre-launch fan target of 30,000, and I wanted to experiment with this concept. One of the Facebook pages that I moderated was about to surpass 100,000 fans and we were about to launch a new app exclusively for this community. I initially wanted to have live videos via USTREAM, but with limited time and resources, we narrowed the scope to text Updates, and Photo shares.
Tip: Always narrow scope before pushing dates, otherwise dates will continue to slip and nothing ever gets done. Check out this great post by Matt Mullenweg, 1.0 Is the Loneliest Number. Read More »
Tags: engage, Explorer, facebook, Ford, virtual events