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
It's that time of year again. The annual RSA security show brings together all the major security vendors under one roof for a week of training, announcements, and vendors hawking their latest wares. This year we can expect the usual cadre of legacy security vendors with their stand-alone, siloed products pretending that they now support clouds and mobile workers and BYOD. Booth babes, jugglers, magicians, and flashy giveaways will fill the exhibit halls while vendors play shell games with the security of customers, all adding a cacophony of noise to an already confusing situation.
Amidst all the hoopla and fanfare, however, Cisco Systems, the largest security vendor in the world, will be there with perhaps the only reasonable strategy for securing the networks organizations are creating today.
Read More »
Tags: Cisco, data, data center, framework, network, RSA, SecureX, security
As social and digital media continue to become a bigger focus for teams at Cisco, having a way to measure the impact and success of these initiatives is more important than ever.
- What resonates with our customers?
- Are we meeting our goals for specific audiences?
- How can we better refine our strategy and tactics?
Having this information is crucial to making decisions about how our social media investment fits in to the overall marketing mix. Read More »
Tags: framework, measurement, metrics, social media, Social Media Strategy