Learn how to gain insights into what people think of your brand in order to devise a strategy that will resonate with customers. Laura Powers shares valuable information about Cisco's social listening program and how they use it to engage customers and drive business growth.
6. Social Listening at Cisco
Monitoring Measuring Engaging
• Brand Performance
• Reputation & Crisis
Management
• Competitive and
Business Intelligence
• Employee and partner
conversations
• Event Engagement
• Listen and Respond
(ABC and 123s)
• Social Demand
Generation
• Executive Dashboards
• Program Effectiveness (e.g.,
marketing launches, earnings,
software quality, customer care)
• Optimization of content and
campaign performance
7. Listening and Intelligence:
What you do with the data is what matters
Identify trends, know
what customers and
employees want
Obtain
competitive insights
Capture product
feedback. Improve
customer service
Manage crisis/risk
situations
Find advocates, top
new hire candidates &
influencers
Scale
Corp Comms, Mktg, HR, Cust Svc, Product Mgmt, Research, Sales
9. Real-Time Listening with the Executive Suite
Cisco C-Suite
Social Media Listening Center
“We use this type of sensing
when we host our quarterly
earnings calls. When I finish…
I can tell right away using
social media what went well
and what didn't.”
– John Chambers
Executive Kiosk –
CEO-CIO Leadership Summit
Real-time stock and financial headlines
Real-time social media mentions and sentiment
CEO-CIO Social Graph
Twitter Ticker: Real-time brand tweets
10. Phase 1: Prove Concept
• Display Conversations Outside
CXO’s Office
• Show Successes
Phase 2: Get Started
• Build Physical Center
• Establish Processes
Phase 3: Customize & Scale
• Staff the Operation
• Training
• Customize Data
Phase 4: Operationalize
• In Briefing Centers
• Desktop Implementation
• Virtual Centers
Social Media Listening Center Tips
11. Turn Listening into Action
Support
Question
Critic
Buzz
Ambush
Idea
Lead
1
2
3
40M Conversations with
+100K Cisco Mentions
Per Month
PriorityAction-Based
Conversations
(Leads)
12. Real-Time Listening & Engagement
Turning Negatives
into Positives
Inserting Your Brand
into Relevant Conversations
Cisco you suck - I have to register & then click bloody
download and accept about a thousand times just to
get updated firmware. #wtf #fail
@henaredegan sorry to hear about the downloads issues.
We created a page for easier firmware downloads, hope this
helps! http://bit.ly/3Y1O8
@CiscoSmallBiz Nice! I really like the “Download and Accept
License” all in one click – good stuff
16. Know why you are listening
Make sure you have the right skills
People, training, keywords
Select the right tools.
Be wary of free data. Make it easy.
Go beyond corporate communications
Get connected
Involve your crisis management team
Create a workflow to monitor and engage
efficiently
Listening
Good
communication
starts with good