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WebEx Tip: Use Polling to Make Your Meeting “Social”

With social media capturing the interest of marketing and sales folks everywhere, we are all looking for ways to increase engagement in the tools we already use. By using the polling feature in WebEx, you can do just that.

See how to run a poll in WebEx.

Just Search, a leading search engine marketing company in the United Kingdom, offers some ideas Read More »

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Executive Social Engagement

March 22, 2011 at 7:33 am PST

Last week, the co-manager of the Cisco Networking Academy Facebook page (@HilalChouman) pointed out an amazing customer post to me.

Ricardo Beltran’s girlfriend had baked him a custom Cisco birthday cake that obviously showed his dedication to Cisco. He was so proud of it, that he shared it on the Networking Academy Facebook page for all 188k fans to see.

Read More »

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Visualizing Your Brand’s Audience Engagement Profile

We recently introduced the concept of a Brand Value Index (BVI) — a composite index media companies can use to assess the relative value of their social entertainment sites powered by the Cisco Eos platform.  (Read the blog entry here.)

As I noted, a singular number like the BVI can help provide context at a portfolio level,  but it doesn’t provide a lot of prescriptive power on what I should do to improve or optimize a particular site experience.  For that kind of insight, we need more data points and the ability to compare individual factors to comparative benchmarks.

We can achieve both of these by standardizing each of the 11 variables in the BVI on a common scale, and displaying them on a radar plot like the attached.  (For those that are interested, this graph has also been normalized on a scale from 0-6, where the average across all sites is always a “3″ and “0″ is the absence of a particular factor).

Remember Site A and Site B from the previous post?  The question I posed about was: would you invest your limited resources in Site A, an over performer in the portfolio, or Site B, an under performer?  Without more context, you can’t make a good decision one way or the other.

To help you answer this question, let’s look at each site’s situation and BVI footprint for context: Read More »

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Social Media Recipe: “Must Have” Ingredients

November 22, 2010 at 12:58 pm PST

A few weeks ago, I was asked to give a short speech on social media. “You have 8 minutes”, they told me. I scratched my head. I have so much to say! How am I going to do this in 8 minutes? I don’t know any more if it was Top Chef or Cake Boss that suddenly triggered a thought in my head. Social media is just like cooking or baking. Your dish tastes best when you pick the right ingredients, add the right quantities, mix them together at the right time and see the process through. “That’s it”, I shouted with excitement, “I’m going to talk about the “must have” ingredients of social media”. Here are some of the takeaways from the 8-minute version I came up with (condensed version):

Educate and enable your employees. Education and enablement are on-going activities that need to be constantly reassessed to reflect and cater towards participants’ level(s) of social maturity.    Read More »

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The Social Soap Box: Engaging Customers Through Social Means

November 12, 2010 at 4:37 pm PST

I spoke at PubCon earlier this week on the topic of social media, press relations and brand management. Judging by the well attended conference and the flurry of activity, social media shows no sign of slowing down. It may evolve and we may call it something different, but the idea that everything is connected – a networked economy if you will – is here to stay. We’ve all heard of the great case studies of social media success for consumer brands (large and small) and certainly personal brands, but what about for small businesses?

I recently had a conversation with the Small Business Solutions Marketing Group at Cisco to understand how they used social media to gain mindshare and drive product development, and am pleased to hear their great progress and success. Since the group started incorporating social media into their marketing efforts targeted at resellers and small business owners last year, they’ve seen great return including an approximate 200% increase in community growth across their external social channels.

How was this achieved? Marketing Manager, Jeanne Quinn, outlined the following four crucial steps:

1)      Listening: Leveraging various social media listening tools, the group was able to identify their audience segment on Twitter and Facebook. In addition, they were able to assess the audience’s user behavior and information needs in these social networks.

2)      Content Development: Based on the audience profiles and user behavior, they developed content that met the needs of their audience including how-to tips, product reviews and basic technology explanations.

3)      Amplification: The content was then amplified across their Twitter and Facebook channels.

4)      Engagement: Through their social channels, the team responded to feedback from their community and also participated in existing conversations from third party blogs and social networks.

Read More »

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