Social media engagement ingredients from start to finish in 10 minutes. San Francisco BtoB Breakfast presentation.

1. Social Media Recipe
The “Must Have” Ingredients
Petra Neiger
Senior Manager, Social Media Marketing
Cisco
www.twitter.com/petra1400

2. Cisco’s Social Media Journey
Solve Business Problems, Uncover Opportunities
 $250K Savings
Data Center blogging vs.
traditional media
 ASR 1000 Launch 6x
less expensive
Reached 90X more
people
Reduces Cost
 Participants from 116 countries
Virtual ASR 9000 launch event
 1.6M Video Views: ISR2 “Future
of Shopping”
“Viral” in Facebook, esp in Asia,
Middle East
Extends Reach
 1.4M+ Padmasree Twitter
Followers
Viral growth through thought
leadership
 Digital Cribs
60,000+ views, 23,000+
comments
Engages Customers
2007 20092008
Go-to-Market
Using Blogs
Buzz +
Monitoring
Consumer
Generated Media
Contest
Integrated
Social Media
Plan
Social Media
Feed Page,
Live Blogging
Buzz/Leak
Management
Twitter
Contest
Facebook
Viral Video
Global,
Channel
Social Plans
Nexus
Launch
ASR
1000
Digital
Cribs
ASR 9000 Unified
Computing Borderless
Networks
Collaboration
Digital
Cribs 2
CES
2010
What If
Contest
Serious
Gaming
Video
Contest
myPlanNet
CRS-3
Integrated
Social
Media Plan
NetAcad
Ambassadors
Ambassadors
ūmi
Integrated
Social
Media Plan
Doobie
Brothers
Real-Time
Interactions

3. The “Must Have” Ingredients
Education and Enablement
Investment and Commitment
Celebration and Learning
Experimentation

4. Educate and Enable
Your Employees
 Consultation on
strategy and tactics
 Consulting on tools
and applications
 Health assessment
 Social media
certification program
 Workshops and
summits
 Peer-to-peer
learning model
 Monthly social
media roundtables
 Best practices and
case studies sharing
IndividualIndividual
LearningLearning
IndividualIndividual
LearningLearning
SharedShared
LearningLearning
SharedShared
LearningLearning ConsultingConsultingConsultingConsulting
 Infrastructure
deployment
 Internal online
resource center
 Policies and
governance
 Planning and
metrics templates
 Social media
listening program
Tools andTools and
ResourcesResources
Tools andTools and
ResourcesResources

5. Invest in and Commit to
Participation
People Places
Parts
Practices
Read more at petra1400.blogspot.com

6. Celebrate Successes and
Learn from Each Effort
 What have we
learned?
 What are we
going to do
differently?
 How are we
improving
over time?
 What can others
learn from us?

7. Experiment
You Never Know What Will Stick!

8. Follow Our Blog
blogs.cisco.com/category/socialmedia/
Best practices
Case studies
Shared learning