A Client Services Manager based in Shanghai, China, Muzhi is one of the earliest proponents of social media in his country. He became a member of the Cisco Greater China Social Ambassador Program (a company-wide initiative with the goal of increasing the breadth and depth of SME engagement with social media) shortly after it was launched in November 2011. Thereafter, Muzhi joined Sina Weibo (China’s most widely used micro-blogging site akin to a hybrid of Twitter and Facebook) and created a personal Sina blog which he uses for discussions and educating others about technology.
“Meet Our SMEs” is a new blog series designed to acquaint you with some of our behind-the-scenes Cisco SMEs (subject matter experts) who have gone above and beyond to integrate social media into their day job. In addition to introducing you to their background and areas of expertise, we have highlighted some of their social media achievements and best practices. We hope you find these SMEs’ stories interesting and possibly even applicable to enhancing your own social media practice.
A Project Manager noted as a social champion for her remarkable participation on Cisco DocWiki, Janel is an expert within the realm of collaboration and social media for the Knowledge Management & Delivery team. In particular, she aims her focus on empowering customers by delivering relevant content on a timely basis while maintaining meaningful two-way conversations with them on numerous social channels.
Janel’s Leadership on Cisco DocWiki and Other Social Media
At Cisco, we are focused upon internally and externally sharing social media best practices and lessons learned from individuals who have successfully integrated social media into their day job. We recently sat down with one such social practitioner, Jennifer Halim, a subject matter expert (SME) on the Customer Support Team, to learn more about how she incorporates social media into her job at Cisco.
Jennifer joined the Cisco Technical Assistance Center (TAC) in 2007 and focuses on security products in Australia. In 2010, she became a Technical Account Manager with ScanSafe, Cisco’s cloud-based web security service. Even after the move, she managed to keep up to date with the technology that she used in her previous role by actively participating on the Cisco Support Community. With over 322,000 registered users and 11 years of history, the Cisco Support Community is a platform on which technical experts and Cisco customers can interact with each other by asking and answering questions in the discussion forums, commenting on blogs, rating videos, and more. While spending an average of one to three hours per day contributing to the discussion forums regarding Cisco Security products, she participates completely out of her own will during after business hours. Through her engagements on this website, Jennifer states that she is constantly learning from other contributors to the community, and she enjoys the satisfaction of being able to help customers by answering their questions and resolving their issues.
Community participants like Jennifer who have responded to customers have contributed to Cisco’s $80 million in annual cost savings that is attributed to the Cisco Support Community and is a conservative estimate based on TAC case deflection. Based on the number of customer cases resolved, Jennifer has been one of the top contributors since she joined the community in 2010.
How does she manage to integrate her Support Community activities into her day job?
In the B2B world, LinkedIn offers marketers a wide array of different resources that they can use to enhance their social media efforts. A vast majority of people use LinkedIn as a viable platform for uncovering business information. Due to the nature of the site, on LinkedIn people are more inclined to provide detailed professional information than on Facebook or Twitter. You, as the marketer, have the advantage of leveraging this very rich profile data to target your messages to people on a very specific basis! Essentially, LinkedIn allows you to engage with a very particular target niche population that is strictly relevant to your core business needs.
Did you know that LinkedIn Groups is one of the most widely used activities on LinkedIn with over one million different groups (Source: LinkedIn Groups Directory)? Specifically for B2B companies, people may use professional interest groups to share knowledge and find answers to tough questions. A regular LinkedIn user, David Deans, Digital Marketing Manager in Cisco’s Service Provider organization, shared some of his experiences to make the most of LinkedIn Groups participation. These best practices will surely take your own social media efforts to the next level, so read on to learn more.