Cisco Blogs


Cisco Blog > Digital and Social

Measuring Social Media and Its Impact on Your Brand

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: , , , ,

Web 2.0 Summit: Wim Elfrink on social virtualisation

Cisco EVP and chief globalisation officer Wim Elfrink presented at the Web 2.0 Summit in the Palace Hotel in San Francisco today to discuss four of the major demographic and economic shifts that are underway on a global basis and to outline how Cisco’s vision of a new framework for urban sustainability will entail the creation of a whole new industry. You can watch the 15 minute replay of Wim’s presentation here (introduced by John Battelle of Federated Media).

Watch live streaming video from web20tv at livestream.com

Iain Thomson of V3.co.uk also met with Wim earlier and discussed the work we are engaged in with the London Olympic Park Legacy Company to create a liveable community that can be sustained beyond the Games themselves, and highly-connected new Smart+Connected Community projects in locations such as Songdo, Korea amongst others.

We’d love to hear your views of how you think the next 30 years of the Internet could develop with these shifts in mind and as the introduction of IPv6 underpins the transition to the ‘Internet of Things’.

You can also watch Iain’s video interview with Wim here.

Tags: , , , , , , , , ,

The Social Soap Box: Engaging Customers Through Social Means

I spoke at PubCon earlier this week on the topic of social media, press relations and brand management. Judging by the well attended conference and the flurry of activity, social media shows no sign of slowing down. It may evolve and we may call it something different, but the idea that everything is connected – a networked economy if you will – is here to stay. We’ve all heard of the great case studies of social media success for consumer brands (large and small) and certainly personal brands, but what about for small businesses?

I recently had a conversation with the Small Business Solutions Marketing Group at Cisco to understand how they used social media to gain mindshare and drive product development, and am pleased to hear their great progress and success. Since the group started incorporating social media into their marketing efforts targeted at resellers and small business owners last year, they’ve seen great return including an approximate 200% increase in community growth across their external social channels.

How was this achieved? Marketing Manager, Jeanne Quinn, outlined the following four crucial steps:

1)      Listening: Leveraging various social media listening tools, the group was able to identify their audience segment on Twitter and Facebook. In addition, they were able to assess the audience’s user behavior and information needs in these social networks.

2)      Content Development: Based on the audience profiles and user behavior, they developed content that met the needs of their audience including how-to tips, product reviews and basic technology explanations.

3)      Amplification: The content was then amplified across their Twitter and Facebook channels.

4)      Engagement: Through their social channels, the team responded to feedback from their community and also participated in existing conversations from third party blogs and social networks.

Read More »

Tags: , , , ,

Social At Cisco: A Few Things We’ve Learned…

I’ve been blogging about Cisco and non-Cisco stuff on my personal blog for a while and I’m thrilled to start contributing to the Cisco Social Media Blog too. To kick things off, in case you’ve missed these, check out some of our lessons learned and tips on live social video streaming, geo-location integration into B2B events and corporate tweet chats. 

The 9 Secrets of Success with Social Video
Not another term that starts with the word “social”, please! Hear me out. This is not your average video story: we created a video, put it on YouTube and bang, thousands of people have viewed it. So then, what is it?

Never Stop Experimenting: Pushing the B2B Event Envelope with Geo-Location
CiscoLive 2010. Another year, another planning cycle. “How can we push the boundaries of last year’s show? How can we do something new? How can we increase traffic on the show floor?” Read More »

Tags: , , , , , , , , , ,

My 5 Takeaways from the Latest Altimeter Social Media Report

Jeremiah Owyang, Altimeter Group released a first-of-its-kind research study on the emerging role of the social media strategist. You can download the report on Jeremiah’s blog here.

We’re happy to be included in this research report.   Clearly, marketing in a web 2.0 world means doing things differently but unless we stop doing something the old way…we’re not going to help our internal clients adopt new business processes.  After all, this is about change management and the social media strategist must be willing to work through internal resistance (one of the 6 major challenges discussed in the report) to create quick wins and convince stakeholders to adopt new ways to work. Since we’ve been experimenting, learning and integrating social into our business for a few years now, I thought I’d provide my top 5 takeaways for helping drive change in your company.

Read More »

Tags: , , ,