storytelling across generations · 2018-05-02 · kirsten chiala digital content lead, social media...

Kirsten Chiala

Digital Content Lead, Social Media CommunicationsSeptember 2017

Storytelling Across Generations

© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#RaganContent

@KChiala

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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

• 16 years old

• Uses Snapchat to message friends

• Uses Instagram

• Messages with FB (sometimes)

Case Study


Which picture should his public account see?

@KChiala | #RaganContent


Generations & Social


• Born 1995-2012

• Changing how brands interact with consumers

• Embrace diversity and inclusiveness

Gen Z



• Born 1977-1994

• Globally connected, entrepreneurial

• Switch jobs frequently

Gen Y (Millennials)



Gen X

• Born 1965-1976

• Love workplace flexibility

• Addicted to social media



• Born 1946 to 1964

• Vocal and opinionated

• Most likely to share political content

Baby Boomers



Knowing Your Audience Matters

Persona: Connected Executive

Many Twitter followers are executives in the prime of their

careers using Twitter to stay current with the latest

technology, and their own interests. Making sure their

companies are using the best tech is very important to them,

and their global reach.

Who’s Following: Channel Personas

The following are personas

developed solely on each

channel’s follower data. Persona: Arriving Manager

These followers are early in their career, but they’ve climbed

the ladder quickly. Their bosses rely on them for technology

recommendations, so they often spend mornings reading

articles and reviews. They’re constantly striving to improve

themselves both personally and professionally.

Persona: Passionate Associate

These followers have just begun their careers in information

technology and are becoming very passionate. Learning

more about the emerging tech is always a priority regardless

of their workload. Some are debating on using this

knowledge to become a professor down the road.

Who’s Engaging: Channel Personas

Persona: Tech-Focused Millennials

Not only do these Millennials have strong passions for tech,

but 44% of them actually work for Cisco. Their career has

begun to flourish and they’re excited for what the future

holds. They like to stay connected to the most recent news

and updates about all of their different interests.

Persona: Global Hobbyists

Only 30% of this audience lives in the US and over 30% live in

Middle-Eastern countries like India and Pakistan. While they

work in technology, they’re more apt to discuss their personal

lives and ambitions. They strive to succeed in their careers in

order to open the doors to non-work opportunities.

Persona: Analytical Businessmen

This audience is comprised of a variety of technology and

business professionals – many of which are key decision

makers. They understand the tech world is constantly

evolving and love to explore new products and methods to

make sure their business is always on the cutting edge.

The following are personas

developed solely on each

channel’s follower data.

All Channels

ELT

Announcements

Partnerships

Press Statements

A-Level Launches

Twitter

Innovation

IoT

Earnings

Brand Verticals

Facebook

Tech Use Cases

Customer stories

Lifestyle content

Cisco events

LinkedIn

Big Data

Tutorials

Sales

CSR

Women in Tech

Sports

Holiday

Education Opps.

Engineering

Digital Transformation

Business

People & Culture

Emerging Tech

New Products

Content Topic Map by Channel



Cisco Content For All Generations


Game of Thrones



OneRepublic Partnership



Jimmy Kimmel Live!

Cisco Goes Hollywood on Jimmy Kimmel’s Wall of America


https://www.youtube.com/watch?v=qhIy9dVphaM&feature=youtu.bejkl


• Storylines are strategic developed based on audience interest

• Social copy is adjusted per audience and posted to the appropriate platform

• Paid targeting is leveraged to ensure content reaches the right audience

Why Cisco Content Works Across Generations



Reaching Audiences Through Influencers


Influencer marketing allows a brand to reach a specific target audience or generation.



Instagram Takeover With Liberty Madison



• 13 total frames

• 40,451 total views (2nd highest total views on one of Cisco’s IG Stories)

• 3,112 average views

• 36% completion rate

• 5 calls to action

• First frame received 6,552 views

• Last snap received 2,352 views

Instagram Takeover Results



Facebook Live with Jeremiah Owyang



• 21K video views

• 203 peak live viewers

• 17K unique viewers

• 1,192 post engagements

• 310K people reached through organic & paid social

• FB event generated event interest from 525 people

Facebook Live Results



Holiday Campaign



• 14 influencer gift recommendations

• 14.2 million impressions

• 6,500 engagements

• 3,000 link clicks to the gift guide

• $0.36 cost per engagement

Holiday Campaign Results



Platform Specific Content Strategies


Snapchat



Snapchat in Action



Instagram


Meet the Millennials: Justin Riray


YouTube

https://www.youtube.com/watch?v=cmV9qEHVKi8&feature=youtu.be


Twitter


Facebook



Consumer Brand Example

Gillette

Go Ask Dad


https://www.youtube.com/watch?v=0g2mZdqqy6g


• Do an audience audit

• Make a content mapping guide

• Partner with influencers

Top 3 takeaways



“Know thyself. Know the customer. Innovate!”-Beth Comstock, Vice Chair, General Electric


storytelling across generations · 2018-05-02 · kirsten chiala digital content lead, social media...

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