social listening to influence customers

1© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Social Listening to Influence Customers

Laura Powers@powersla


I hear you, but I’m not #listening

Image: Katie Tegtmeyer CC-BY 2.0

https://creativecommons.org/licenses/by/2.0/


“A brand is no longer what we tell the consumer it is. It is what consumers tell each other it is.”- Scott Cook


Who(influential

people)

Why (stories behind)

When (happening

time)

What(Brand Attributes)

How(Sentiment)

Where(Platforms)

Your #Brand

Your #Competitors

Listen and Learn

Source: Boomerang

Cisco Confidential 5© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5© 2010 Cisco and/or its affiliates. All rights reserved.

Cisco Mentions = 5,000 – 7,000 / Day

Source: Radian6

Help!

Feedback

Leads

Advocate!

Rant!


Social Listening at Cisco

Monitoring Measuring Engaging

• Brand Performance• Reputation & Crisis

Management• Competitive and

Business Intelligence• Employee and partner

conversations

• Event Engagement• Listen and Respond

(ABC and 123s)• Social Demand

Generation

• Executive Dashboards

• Program Effectiveness (e.g., marketing launches, earnings, software quality, customer care)

• Optimization of content and campaign performance

7© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Listening and Intelligence:What you do with the data is what matters

Identify trends, know what customers and

employees want

Obtain competitive insights

Capture product feedback. Improve customer service

Manage crisis/risk situations

Find advocates, top new hire candidates &

influencers

Scale

Corp Comms, Mktg, HR, Cust Svc, Product Mgmt, Research, Sales


Cisco Social Media Listening Center


Real-Time Listening with the Executive Suite

Cisco C-Suite Social Media Listening Center

“We use this type of sensing when we host our quarterly earnings calls. When I finish… I can tell right away using social media what went well and what didn't.” – John Chambers

Executive Kiosk – CEO-CIO Leadership Summit

Real-time stock and financial headlines

Real-time social media mentions and sentiment

CEO-CIO Social Graph

Twitter Ticker: Real-time brand tweets


Phase 1: Prove Concept• Display Conversations Outside

CXO’s Office • Show Successes

Phase 2: Get Started• Build Physical Center • Establish Processes

Phase 3: Customize & Scale• Staff the Operation• Training• Customize Data

Phase 4: Operationalize• In Briefing Centers• Desktop Implementation• Virtual Centers

Social Media Listening Center Tips


Turn Listening into Action

11

Support Question

Critic

BuzzAmbush

Idea

Lead

1

2

3

40M Conversations with+100K Cisco Mentions

Per Month

PriorityAction-Based Conversations

(Leads)


Real-Time Listening & Engagement

Turning Negatives into Positives

Inserting Your Brand into Relevant Conversations

Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail

@henaredegan sorry to hear about the downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Y1O8

@CiscoSmallBiz Nice! I really like the “Download and Accept License” all in one click – good stuff


HELLO…IS IT LEADS

YOU’RE LOOKING

FOR?


An Integrated, Global Approach to Listening

Insights and Reporting Engagement and Content


Behind the Scenes

16© 2015 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Know why you are listeningMake sure you have the right skills

People, training, keywordsSelect the right tools.

Be wary of free data. Make it easy.Go beyond corporate communications Get connectedInvolve your crisis management team Create a workflow to monitor and engage efficiently

Listening

Good communication starts with good