We sat down with Jeanette Gibson (@JeanetteG), Sr. Director, Global Social and Digital Media at Cisco to talk about a brand’s journey through the digital world. In our video interview, she shared with us the 5 stages of transformation to reach Digital Nirvana. Credit goes to Ant’s Eye View for the development of this framework. Check it out and if you like the video, please share this blog. Read More »

Tags: adoption, best practices, digital journey, evolution, how to, integrated social media, strategy

Figuratively speaking, of course. The Proficient state is the last stage in the evolution cycle. Before diving into things, let’s quickly review the 4 social media adoption phases that come before the Pros. The Missing, which I previously introduced as the Mistrusting, represent a group that is absent from social media for one reason or another. Then come the Seekers who are all about experimentation and discovery. Up next are the Integrators who are starting to uncover the place of social media in the bigger picture and are learning to connect different tools, activities, resources and programs. In the fourth phase, the Relators are taking integration to new levels and advancing their practices far beyond those of the Integrators…until they reach a point where social media becomes a part of their DNA. Welcome to Nirvana!

Business. In its ultimate phase, social media will be Read More »

Tags: adoption, cycle, evolution, integration, journey, marketing, phases, Social Business, social media, stages

This is another post that’s suited for your coffee or tea break so grab a bag of biscotti!

A few months ago, I started a series on the evolution of social media adoption within an organization. Phase 1 talked about the Missing (which I introduced earlier as the Mistrusting), phase 2 discussed experimentation, and in phase 3, the Integrators learned the importance of looking at social media as part of the bigger picture. The difference between stage 3 and stage 4 practitioners is the level of sophistication, spread within the organization and access to resources.

PHASE 4 PRACTITIONERS

The Integrators know how to bring together the various components to achieve a shorter term marketing goal but phase 4 practitioners know how to use the selected tools across their programs and activities, and connect with their audience on a deeper level. They have a much clearer understanding of their careabouts. Their conversations feel more natural, human and well, more conversational. They understand that content needs to be a combination of industry, everyday and company topics -- and know how to do it. They understand that each channel needs to have its own purpose and its own deliverables -- and know how to do it. They are in it for the long haul and look at social media more strategically and holistically.

There is a fundamental change in their approach: Read More »

Tags: evolution, operationalization, operationalize, phases, scale, SME, social media manager, subject matter expert, what to expect

While the increasing significance of video is evident, many people are still wondering about how to (best) tap the potential of this communication tool. “Do I need to be in it? Should I make it an interview or a monologue?” 

I’ll let you in on a little secret…as much as I love video, I’m also one of those behind-the-scenes kinda gals. I’d much rather play the role of the writer or director than the actor. If you’re like me, your next question is “how can I participate without broadcasting myself to the world?” Fear not, there are plenty of options to choose from: Read More »

Tags: Cisco, evolution, examples, how to, social media, video

Cisco sees video as transforming technology: a way to better communicate, collaborate, educate and protect people and assets.

With Cisco’s Flip Video camera, our line-up of home networking products, Valet and Linksys and our latest addition consumer product, Cisco ūmi, high definition video calling on your television in your living room, it is now easier and funner than ever to share your personal, interactive and social experiences using video.

Register here for Cisco’s Social Webcast at CES 2011 at 1PM Pacific today to join us for an event that will let you experience the future of video!

Read More »

Tags: CES, ces 2011, evolution, Flip, interactive, Linksys, Padmasree, social, ūmi, Valet, video