There is a lot of hype about social media right now, which has created some confusion around when to strategically use it. The key is to realize that for any organization, social media is another channel to drive trusted relationships and community interactions. It’s important for any organization to have a plan that maps out their overall journey through a vision, strategy and an executable roadmap.
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Enabling Business with Social Media Tools at Cisco Ayelet Baron VP, Strategy and TransformationCisco Systems Canada, Inc. March 21, 2011
For Boomers, this is RadicalFor Generation Y, this is Business As Usual Today’s Reality • Consumers increasingly trust strangers for movie, book, travel and restaurant recommendations • We expect instant, transparent and authentic information • We want to be part of the conversation; we don’t want to be marketed at • We feel overwhelmed by information because we don’t always know how to filter information • Word of mouth and trusted sources are more important than ever
What Social Media is… • A way to connect people online to have conversations and exchange information • A way for consumers to communicate directly and connect with brands and people • A way for brands to strengthen communities • Viral, via mobile and web based platforms What Social Media is Not … • Social media is not FREE. Takes time investment and engagement • A strategy • Broadcasting • The are no real experts or gurus • Driven by tools but people http://linasrivastava.com http://riptideonline.com Social Media Basic Training
The World in 2011 Viral/Organic (Not Paid, Capturing Minds, Reviews, Integration) Two Way Communication (Conversation, Listening, Responding) Relationship Building (Connecting, Conversations, Two-Way Communication) Conversations (Across Domains, Relationships, Open Leadership, Communities)
Cisco’s Social Media JourneyAddress Business Needs, Uncover opportunities Engage Customers Reduce Costs Extend Reach
Flip Team Uses Cisco SocialMinerhttp://www.cisco.com/en/US/products/ps11349/index.html • Effectively monitor Twitter conversations at faster rate,increasing ability to interact with fans and consumers. • One FTE social media resource: • Monitors Twitter—scanned hundreds, if not thousands of posts. Get 10-20 posts per hours and as many as 50 per hour on Twitter, many with direct questions. • On Facebook—get 10-20 posts a day even if they don’t post anything. Replies to posts can range anywhere from 20-300+ per post over the course of a day. • Quickly scan posts and focus on important ones such as interacting with a consumer to influence their purchase decision. Consumer then often becomes an advocate and speaks about their experience publicly. • Address comments on service that the user deemed unsatisfactory or unhelpful (e.g. the time it takes to process returns and receive a new camera). Enables operational improvements. • Capture celebrity comments and share/repost them.