Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.
Evolution of Cisco’s Corporate Facebook Page
Lindsay Kniffin, Community Manager [email protected]@lkniffinfacebook.com/cisco
• New opportunities with Timeline
• Timeline Do’s and Don’ts
• How timeline affects the news feed
• Content engagement best practices• Cisco SuperFan Program • Cisco Social Channel Response Program
@lkniffin #prsocial
Technology/Industry Specific Cisco Pages Global Cisco Facebook Pages
Cisco (Corporate) Cisco SecurityCisco Collaboration Cisco WebExCisco Data Center Cisco CSRCisco Channels Cisco WAASCisco TelePresence Cisco SP360Cisco Wireless Cisco IBSGCisco Insights Cisco ITCisco Education Cisco Live!Cisco HealthCisco EventsCisco Networking Academy Cisco Support Cisco Retail Cisco Manufacturing & Energy Cisco Career CertificationsCisco LinksysCisco Small Business Cisco Borderless Networks Cisco Channels
Cisco Brasil Cisco Africa Cisco France Cisco South AfricaCisco CanadaCisco Mexico Cisco DenmarkCisco Finland Cisco Israel Cisco Italia Cisco Cono SurCisco Latin America Cisco Middle East Cisco NetherlandsCisco NorwayCisco Portugal Cisco Sweden Cisco UKI (UK & Ireland) Cisco Australia & New Zealand Cisco RussiaCisco Poland
• More visual storytelling• New cover photo provides free ad/promo opportunities • Highlight company milestones
‐‐Don’t include price or purchasing information.
‐‐Don’t include company contact information.
‐‐Do use a cover photo that is inspirational!
‐‐Do use your cover photo for campaigns
and company initiatives.
@lkniffin #prsocial
‐‐Don’t include references to Facebook Features or Actions
‐‐Do think of your cover photo as a
collage.
‐‐Do work very closely with your branding and marketing teams to ensure your cover photo
fulfills all company branding guidelines.
@lkniffin #prsocial
Ads (sponsored by brands) are now able to appear in the news feed rather on the side.
Ability for the user to filter what types of content appear on the
news feed.
Reward your fans for being engaged by
posting the content they share.
Post content that showcases your global audience and what their interests are.
Utilize polling. Great way to understand what your fans are looking for and how to improve
their overall experience.
Mix‐up company content with fun,
general discussions.
Focus on unique, digital content to post on the wall.
@lkniffin #prsocial
• Developed a social response program with our other social media leads across the company to ensure the questions received across our corporate Facebook page get answered in a timely fashion.
• Public and private response options for our community managers to respond back to individuals.
• Utilize the Radian6 engagement console as well to send follow‐up tasks to the various community managers.
• Created a Cisco social FAQ for individuals to consult for basic questions.
@lkniffin #prsocial
@lkniffin #prsocial
Monthly fan recognition program on the Cisco
Facebook page.
The SuperFan is chosen by how much they engage on the Cisco Facebook page and the
quality of their engagement.
Utilize a channel management tool called Crowdbooster to help find the most
engaged fan on the Cisco Facebook page.
Named our co‐Cisco SuperFans of the Year in January 2012 that were voted on
by the Facebook community.
1.) Take advantage of all the new features timeline as to offer including the pinned and highlighted posts, milestones, unique cover photo, etc.
5.) Visual is everything on Facebook Timeline. Make sure you are telling your company’s story through visual/digital content.
@lkniffin #prsocial
2.) Share your fan generated content! Building a two‐way dialogue and posting fun content your fans are sending to you will increase engagement and loyalty to the page.
3.) Build social programs that rewards engagement and brand loyalty.
4.) Be sure to respond to all the questions you can across your social channels! If you don’t know the answer, connect with someone that does.
Cisco Confidential 11© 2010 Cisco and/or its affiliates. All rights reserved.
Questions?
@lkniffin #prsocial
Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved.
facebook.com/cisco
@CiscoSystems, @lkniffin
@lkniffin #prsocial