1. Setting Up Your Social Media
Command Center
Charlie Treadwell
@CharlieAtCisco
Social Media Marketing Manager, Cisco
Dreamforce, September 21, 2012

2. Why a Command Center?
by ELuisCabrera

3. Leveraging the High Ground
by compujeramey

4. Cisco’s Social Media Listening Center

5. Cisco’s Social Media Listening Center
San Jose London

6. Social Media Listening Center Visualizations

7. Customer Listening & Engagement Journey
Stage 5
Fully Engaged
Stage 4
Stage 3 Impactful
Stage 2 Operational • Social listening and
Stage 1 Experimental • Share insights broadly
engagement drives real
Traditional business results
• Dabbling in social listening • Key players/responders
occurs • Cross-functional teams
• Customer understanding identified (i.e. product,
marketing, support) partner to listen, engage
occurs via focus groups, • Initial understanding of
consistently and make
surveys, or phone conversation landscape • Develop initial response
changes based on insights
channel/support • Perceive potential benefits of process, start engaging
listening • Starts to be embedded in • Listening data matched with
• No concerted effort around other data to provide real-
• Still disconnected to business operations
social listening; possible time overall health of brand
business operations • Executive sponsorship
skepticism about benefits
Based on Ant’s Eye View Social Engagement Journey:
http://www.antseyeview.com/blog/the-social-engagement-journey-how-companies-are-transformed-by-social-media/

8. Gaining INSIGHTS to drive real business results…
Identify
Emerging Themes
Capture Find Fans
Industry Trends and Advocates
Competitive Discover Product
Insights Issues
Benefits of
Listening
Uncover Crisis / Risk
Influencers Management
Message Product Development
Penetration Feedback
Sales Leads

9. Take reasonable action to fix
Take reasonable action to fix
issue and let customer know
issue and let customer know
action taken
action taken
Positive Negative
Yes
Yes
Does customer need/deserve
Does customer need/deserve
No Assess the
Assess the more info?
more info?
Do you want to
Do you want to Evaluate the
Evaluate the
respond?
respond? message
message purpose
purpose
Gently correct the facts
Gently correct the facts
Yes Unhappy
Unhappy Yes Are the facts
Are the facts No
• Resources and References
oResponse
Response
Customer?
Customer? correct?
correct?
No
No
Yes Can you add
Can you add No Dedicated
Dedicated Yes Are the facts
Are the facts
value?
value? Complainer?
Complainer? correct?
correct?
No Yes Explain what is being done to
Explain what is being done to
Yes
correct the issue
correct the issue
spondin kind
pond in kind Comedian Want-
Comedian Want- Is the problem
Is the problem
Thank the person
Thank the person
& share
& share to-Be?
to-Be? being fixed?
being fixed?
No
Let post stand and monitor
Let post stand and monitor
Yes
• The Big Picture
• Implement
• Measure
• Promote
• Build
• Plan
Create a Playbook

10. Engagement Opportunity Framework

11. Social Media Response Strategy Take reasonable action
to fix issue and let
customer know action
taken
Positive Negative
Yes
Yes Does customer
No Assess the need/deserve more
Do you want Evaluate the
to respond? message purpose info?
Yes Unhappy Yes Are the facts No Gently correct the facts
No Response Customer? correct?
No
No
Yes Can you add No Dedicated Yes Are the facts
value? Complainer? correct?
Explain what is being
No Yes Yes done to correct the
Respond in Thank the Comedian Is the problem issue
kind & share person Want-to-Be? being fixed?
No Let post stand and
Yes monitor
This framework was built using the USAF Blog Triage

12. Listening Liaison Network
Listening Liaison
Product/Solution
Listening Liaison Mktg, etc.
SMEs Crisis Comms, etc. Dedicated Team for Support
Listening Liaison Network
Response & Engagement,
Technical Services
Listening Liaison
Partner/Field Mktg, etc.
Listening Liaison
Product/Solution
Customer Listening Center, Digital Marketing, etc.
SMEs
& Social Media Marketing

13. Listening Liaison Network Workflow Diagram
Login to Follow-up;
Follow-up;
Login to
Engagement Repeat flow as
Repeat flow as
Engagement
Console needed
needed
Console
YES YES Include
Include
Appro-
Appro- Engage Level:
Engage Level:
1) Review “My Requires
Requires comments in
comments in
1) Review “My priate to
priate to Engage*
Engage* Commented,
Commented,
Tasks” in order Engage? follow-up?
follow-up? the Notes
the Notes
Tasks” in order Engage? Awaiting Reply
Awaiting Reply
of priority AND 2) Section
Section
of priority AND 2)
SME Listening
SME Listening NO NO
Stack
Stack
Assign to YES Reassign;
Reassign; Customer
YES
Assign to Engage Level: Customer Engage Level:
Engage Level:
someone Engage Level: confirms
e someone confirms Resolved, no
pl et n i f
recommended
recommended Resolved, no
else?
else? resolve?
resolve?
co m r e e
follow-up
follow-up further action
further action
y
Onl s in G g NO NO
in
step ngag Engage Level:
Engage Level: Engage Level:
ot e
Engage Level:
n Reviewed, closed,
Reviewed, closed, Commented,
Commented,
no engagement
no engagement closed
closed
required
required
*Engage means that you will respond
Response may be posted through EC, sprinklr, etc.

14. Listen Early and Listen Often 10:00 AM, June 29th, Word Cloud Screen
software
using firmware install
cloud
allow linksys
access
tracking
connect
data
automatic
pushing trust
cisco
history security
allows
router

15. Gather Intelligence… not Data
10:00 AM Issue Logged by Listening Team

16. Evolution of our Listening Center
CMO
Executive Briefing Center

17. Key Takeaways
• Enables an elevated perspective, does not replace
people on the front lines
• Create a playbook or process and identify priorities
• Develop a network of subject matter experts
• Shows company’s dedication to social and VoC
• Change agent for executive support… but
• Be prepared for challenging questions