Case study of how Cisco uses the Salesforce Marketing Cloud to power it's Social Media listening strategy.

1. Social Social Workflow
Engagement Social Ads & Automation Measurement
Listening Content
CASE STUDY: CISCO
Cisco Systems brings social to the core of their business.
The Challenge Social listening provides a foundation for Cisco’s
CRM initiative, which focuses on using social
Cisco is the worldwide leader in IT, helping companies
intelligence to make data driven decisions. This
seize the opportunities of tomorrow by proving that
includes real-time content marketing insights to
amazing things can happen when you connect the
previously unconnected. The company has shaped
opportunities across social channels.
the future of the Internet by creating unprecedented
value and opportunity for their customers,
transforming the way people connect, communicate
and collaborate.
The move to adopt and weave social across the
enterprise has been a natural transition for Cisco.
The recent launch of a Social Media Listening Center
demonstrates their commitment to the voice of the
customer, and also allows Cisco to harness and
capture social intelligence. Cisco sees the potential
to take social even further by connecting customers’
Cisco executes their social media listening strategy in
experiences and makes this part of the entire
a number of ways:
customer journey.
Marketing’s Social Media Listening Center –
A nine screen display of live social data is used to
The Approach
keep an active pulse on social activity. This display
Powered by Salesforce Marketing Cloud, Cisco is particularly useful when monitoring campaign or
has taken an ABC, 1-2-3 approach to social launch activity as a way to get a macro view of how
things unfold on the social web.
conversations” (ABCs) – that is, customers and
partners expressing a near term need. This includes Social Media Listening Center in the EBC –
but is not limited to sales inquiries, support, product A six screen display of social data in Cisco’s Executive
ideas and brand advocacy posts. They then prioritize
them (1-2-3) to determine the urgency of a response. year. This illustrates in real-time how Cisco listens and
responds to customers.
Cisco gets about 5,000-7,000 mentions a day and
roughly 3% of those are actionable. Today, there are Executive’s Social Media Listening Center –
over 1,300 social ambassadors globally who are A two-screen kiosk version of the Social Media
authorized to engage with customers on the social Listening Center just outside the CEO and CMO’s
web on behalf of Cisco, and all Cisco employees
are encouraged to be active on Twitter with their and tone of top-of-mind topics such as earnings,
personal accounts. acquisitions, launches or campaigns.
Have questions? Contact us. W www.salesforcemarketingcloud.com E marketingcloud@salesforce.com
@marketingcloud T 1-800-NO-SOFTWARE

2. Social Social Workflow
Engagement Social Ads & Automation Measurement
Listening Content
–
Cisco created a 24/7 multi-language Social Media
Listening Center for the 2012 London Olympics,
Cisco was awarded the
an initiative that awarded them the prestigious Groundswell Award for best
Groundswell Award for best B2B social media B2B social media listening.
listening.
Online Social Media Listening Center –
Visualizations from the physical Social Media Listening
Center can also be viewed online. This global reach The Social Media Listening Center allows Cisco
enables teams around the world to listen to what’s to scale social across the enterprise to create a
being said about the brand at any time. connected organization that can move quickly and
nimbly, as well as get closer to their customers. Their
work in social media has already earned Cisco a
The Results great deal of industry recognition, and the business
Cisco has succeeded in creating an industry-leading shows no signs of slowing down as they continue to
social strategy and putting that into practice with the evolve their social strategies and execution. Cisco
many variants of their Social Media Listening Center. currently engages with customers, partners and
The company has seen great results, including prospects on 133 Twitter handles – 15 of these are
early detection of potential product issues and owned by Cisco Executives. Additionally, Cisco has
the ability to track their social marketing and lead more than two million fans across its top
generation efforts. 12 Facebook Pages.
Have questions? Contact us. W www.salesforcemarketingcloud.com E marketingcloud@salesforce.com
@marketingcloud T 1-800-NO-SOFTWARE