A Twitter success story
Theresa Russell teaches Computing to teenagers in Lancashire, England. We found each other on Twitter. I was looking to better understand the newest trends in #EdTech. She needed a female mentor for an international competition she had talked five students into joining. We soon formed a team of teachers, mentors, and more importantly, students: TechGirlsUK. With the energetic support of the inimitable Heidi Rhodes, the girls made it to London.
A Twitter success story
Live music is a very social experience. And, social media enables concerts to be experienced outside of the four walls of the concert hall.
I went to see the Rolling Stones in San Jose earlier this week. “How was the concert?” people asked me. My Response: “The most rocking concert put on by 70-year old rockers in the history of rock.” This is a true statement, but it also belittles the staying power of the greatest rock and roll band of all time. (You can disagree or agree with me on the “greatest band” point in the comments section).
Rolling Stones: 1962 -- present
Sir Michael Philip “Mick” Jagger -- born 1943
Keith Richards -- born 1943
Ronald David “Ronnie” Wood -- born 1947
Charles Robert “Charlie” Watts -- born 1941
(a combined 200 years of rocking)
As I work in technology, I noticed a lot of technology during the concert. There was a sea of people with smart phones taking photos or video of the concert (link to photo below) as well as people posting to Facebook and Twitter or texting during the concert. Yes, I was guilty of some of this as well.
It made me to think about the shared experience of live music. I had a blast at the concert, but if it were just me and the Rolling Stones it wouldn’t have been as much fun -- actually, that’s not true, that would be awesome, but stay with me here…we just want to share our experience with friends. If they are right beside us, great. If they are half a state, a country or world away then that’s fine too -- social media allows us to do this.
Where do you go to find social media tips, statistics, trends, and best practices? I recently attended the Social Media for Savvy Marketers event hosted by Cisco featuring speakers from Twitter, SAP, Adobe, BuzzFeed, Salesforce.com, Percolate, and more. The two-day event brought candid conversations, interactive panel sessions, and an engaging way to learn how B2B and B2C brands are using social. When else can you hear from industry experts on the hottest trends in social media and learn best practices to leverage for your next social media campaign? If you missed out on this thought provoking event, below are my takeaways from the event.
5 Tips to Becoming a “Savvy” Social Media Marketer:
Tip #1: A Social Business Starts with your Executives: According to a social media statistic from eMarketer, “82% of employees say they trust a company more when CEO and leadership teams are involved in social.” Jeanette Gibson, Senior Director, Global Social Media Marketing at Cisco, shared that Cisco placed a monitor including a Twitter feed outside of CEO John Chamber’s office, showing the importance of the customer conversation. This was the first step Cisco made in transforming to a social business. Additionally, Gibson noted, “Help your business to be S.O.C.I.A.L.: Scalable, Open, Consistent, Intuitive, Active, and Limitless”, showcasing the social conversation highlights of what is being said about your brand. The conversation is happening across channels and brands shouldn’t miss out.
Tip #2: Listening is the First Step of a Social Strategy: At each stage of a social media strategy, listening is critical. Before jumping into any conversation, we must pay attention to what is being said and then engage accordingly with that particular audience. LaSandra Brill, Manager, Global Social Media Marketing at Cisco, shared the significance of listening as she discussed the importance of Social CRM. Brill noted that “85% of Tech buyers engage in some form of social activity.” Listening to what your customers are saying and are interested in allows for targeted offers to be sent to customers increasing the propensity to buy. Note: be sure to be clever vs. creepy with the targeted offers.
Tip #3: Content is King and Distribution is Queen: Creating good “snackable” content is critical to increasing the reach of the conversation. Video is quickly becoming the next generation of content as it is fun and engaging. Matt Rozen, Group Manager Corporate Social Media of Adobe, shared his thoughts, “the best part of video is the measurable traffic. Video was just 10% of impressions, but drove 50% of site visits.” Content can engage an audience and keep them active in the conversation. On day two of the event, James Gross, Co-Founder of Percolate, advised “If we reshape how we create content, we will shift from renting audience to owning it.” Ultimately, I think Jonathan Perelman, VP Agency Strategy & Industry Development at Buzzfeed, summed up the idea of content most eloquently, “Content is King and distribution is queen.” Create great content and then let your fans share it. Once you have this great content, don’t forget to integrate search: include keywords, hashtags, and tagging!
We’re counting down the days until the Social Media for Savvy Marketers event on April 18 and 19 at the Cisco Headquarters in San Jose and online. As I’m writing this post, we’re doing audio and visual checks and working out the final details. Personally, I’m super excited about Cisco hosting this event for the 4th year in a row and would like to thank everyone who has reached out to me or someone on the Corporate Social Media Marketing team about this event via Twitter, email, or any other ways.
1. Download the Cisco Global Mobile Social App for a Chance to Win Prizes
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Did you happen to catch the Let’s Chat! #ciscosmt Social Media Training Series executive panel USTREAM broadcast on Wednesday April 3rd? It was the first installment of an ongoing series we will provide through regular Twitter chats and occasional video chats.
Side Note: In between Wednesday’s executive panel broadcast and our next Twitter chat, taking place in June, we have a robust Social Media for Savvy Marketers Conference coming up on April 18th and 19th. It’s free and available both in-person and online. Join us, registration is still open! And follow #ciscosmt and #socialsavvy for more details.
From behind the scenes, we had a feeling this chat session would be eye-opening and would really open the door to having more transparent social media conversations in the future. It was enlightening to see the level of candid insights, personal experiences, and fresh perspectives shared by @JeanetteG @ChandlerCisco @CiscoSheila and @lanceperrycisco.
For those that viewed the broadcast and/or participated in the social conversation, what did you think of it? And were there any “ah ha” moments you walked away with afterwards?
After voraciously taking notes and tweeting during the broadcast, here are some of my key takeaways. (These are in addition to the great Top 10 Tips for Executive Social Media @CiscoSheila shared with us.)
- Social media gives executives a new way of conducting business, building reputations, and developing stronger relationships by accessing real-time feedback, receiving validation, and uncovering new ideas.
- It’s important to keep in mind the value of internal and external social media channels and opportunities; creating internal opportunities to build communities and collaborate in new ways may take time to adopt, but will enable companies to move forward more efficiently and effectively.
- Learning about social media and the ways to leverage it, help executives to not only keep up with trends, but to stay relevant with different generations.
- Setting goals upfront and really understanding the purpose around using social media, specifically for an executive and for the company, will go a long way at being successful in leveraging it.
- Social media can be a powerful channel for direct access, both by executives/companies and also by customers and other audience members.
- It’s important for executives to show their personalities, projecting something about themselves and being authentic.
- Embracing internal social media tools is a journey across the organization; understand that it’s dependent on changing behaviors–some will gravitate quickly, while others may take longer to adopt.
Here are some quotes I especially liked from the panelists:
- From @lanceperrycisco: “The world is flat thanks to social media (not really of course), but it is an equalizer where we see contributions from everyone.”
- From @CiscoSheila: “Mobile first! The combination of mobile and social is what helps us stay connected and provides executives with quick and immediate responses.”
- From @ChandlerCisco: “Basic [social media policy] rules: courtesy, honesty, and respect.”
- From @lanceperrycisco: “leaders don’t give the message, they are the message. Use the capabilities and the team will too. Those that don’t use them, do not have a strong social media presence.”
- From @CiscoSheila: “Thought leadership comes from all levels of the company. With the rate of change in business, everyone is still figuring it out; use your whole network and help accelerate thinking.”
- From @ChandlerCisco: “[Internal] social media becomes ‘the’ mode of communication, the only way to communicate. Get people involved, even using incentives at the beginning if needed.”
For those that could not make it, it’s definitely a must-see. Between all of the points of view, experiences, and roles, it really gave a good insiders’ view of what executives think about social media. We would love to hear your feedback regarding the session and potential topics you would like to hear more about and participate in as we move forward. I look forward to reading your comments!
If you have any questions or are interested in other types of social media training, check out our new complimentary Cisco Social Media Training Program and follow the #ciscosmt hashtag. To request customized one-on-one team training sessions, email firstname.lastname@example.org.
Tags: #smtraining, B2B, B2C, Cisco, ciscosmt, education, Executives, information-sharing, learning, mentoring, social, social learning, social media, social media strategies, social networking, thought leadership, training, ustream