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From the Wild West to Organized Social Business

April 19, 2011 at 3:58 pm PST

I was invited as a speaker and panelist to the B2B Social Communications Leadership Forum presented by PR Newswire and Business Development Institute. First of all, kudos to the organizers and our moderator, Michael Pranikoff (@mpranikoff) of PR Newswire. I also want to give a shout out to my fellow keynote speaker, Matt Ceniceros (@mattceni) of Applied Materials and our fellow panelists David Hargreaves (@DavidHargreaves) of Beyond and Tony Uphoff (@TonyUphoff) of UBM TechWeb.

In a nutshell, my presentation focused on how we organize social business at Cisco and how our internal social efforts have an effect on external social engagement. If you just did a double take, here is what I mean by that:

1. Defining the sand box: we encourage our employees to participate in social media but we realize that we need to do so in a way that protects both the company and individuals. You know the old saying “What happens in Vegas stays in Vegas”? The new saying should go more like “What happens in Vegas ends up on Twitter or Facebook”. Hence the need for social media governance. Our policies and guidelines are the first step for anyone at Cisco looking to engage in social media. Knowing the expectations and rules of engagement is a prerequisite.  

2. Providing the tools and know how: once a person has familiarized him-/herself with our policies and guidelines, our next step is to arm this person with various tools and resources to help him or her on his or her social journey. And being a large company, the ability to scale our education and enablement programs is critical. We look at education and enablement Read More »

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Co-Hosting a WebEx Meeting from Different Locations: Tips for Success

You and your partner are planning a big WebEx presentation and you plan to co-host -- but you are in different locations. No problem, that’s easy to do. There are a few tips you’ll want to use to make sure co-hosting goes off without a hitch.

1. Make sure you include your partner as an alternate host for the meeting.
When you schedule the event, you can add your partner’s name and email (details here). This allows your partner to start and continue the meeting if you, the primary host, are late or if you accidentally disconnect from the meeting.

Read More »

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Get More Out of WebEx: Short Mini-Tutorials Offer Fast, Easy Tips

New to WebEx and need some help? Love WebEx but ready to try some advanced features?

We have what you are looking for.

We have put together a library of mini-tutorials to help you. You can view the library here. If there’s something you’d like to know how to do and we don’t have it, we’ve set up a Facebook discussion page where you can post your request. Here are a few favorites: Read More »

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Content Marketing: How to Create a Self-Publishing Practice

December 7, 2010 at 10:31 am PST

Many companies are starting to hire journalists, or experienced columnists with domain knowledge, to help them increase the appetite for and influence of their corporate blogs. Without a doubt, your storylines must be of interest to your target audience and contain meaningful substance within your editorial text. Yes, this is a no-brainer. But there are other things you can do to increase your reach if you’re a big company, or get noticed if you’re a small company. Consider guest blogging. Better yet, consider self-publishing on major media sites.

Huh? Guest blogging just means that you plug into an already existing blog on a third-party site. Self-publishing on major media sites is a different animal. The Service Provider Marketing organization at Cisco has been using a hybrid model of offering traditional press releases to editors and self-published content themselves for about a year. “It’s not paid media and it’s not a typical blog post”, says David Deans (@dhdeans), the champion of self publishing in Cisco’s Service Provider Marketing group. Then what is it? Read More »

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Put the Word “Fan” Back into Your Facebook Fan Page

November 15, 2010 at 10:21 am PST

There is a reason for the word “fan” in “Facebook fan page”. It’s there to imply interactions with your fans, right? Well, only partially. An effective Facebook fan page not only provides a platform for business-to-fan conversations but it also helps enable fan-to-fan interactions. Last week you heard from Charlie how the Cisco Networking Academy team is using Facebook. This week’s story is about the Linksys Facebook fan page. As Brenna Karr (@BrennaNoD) Social Media specialist for the Linksys brand within Cisco Consumer Products put it so nicely: “You’re not running the conversation, you’re playing in their space. Be one of them.”

1. Know Your Target Audience…On Facebook

Understanding your target audience is one thing, but an understanding of how to provide information that is interesting and relevant to your fans on Facebook is another. Defining the purpose of your page and then creating content and engagement opportunities that suit your fans is critical to success.

2. Encourage Your Fans to Share and Comment

Corporations are starting to get the hang of asking questions on their Facebook pages to encourage conversations with their fans. This is a good thing. But what the Cisco Consumer Product team has done well is taking these conversations to the next level – by asking their fans to share their content and comment on each other’s posts. In other words, they encourage conversations amongst their fans. Encouraging fans to share content can help exponentially spread the word. And by asking people to comment, you can help create a deeper engagement which in turn gives people a reason to come back to your page. Just remember to make the call to action visible and straightforward.

3. Enable User-Generated Content

In the spirit of community enablement, the Cisco Consumer Products team introduced the “Linksys: Show Us Yours” program in the summer of 2010. This 2-month challenge targeted Twitter and Facebook  fans, Read More »

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