Developing a Compelling and Engaging Social Media Campaign,Cisco Internet of Everything Social Campaign inChina,Cindy Lu,Digital and Social Marketing Manager, Cisco Greater China,Sept. 2014,Agenda, Social campaign strategy, Social platforms, journey & content, Social interactions and engagement, Social Listening and measurement,© 2013-2014 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,2,Cisco Brand Campaign: Internet ofEverything,COMPANY VISION,Changing the Way We Work, Live, Play and Learn,BRAND MESSAGING,We help you make the most of tomorrow’s opportunities, today. And prove that amazing things happen when you connect the unconnected. We don’t just dream it. We do it.,The next big phase The next big phase of the Internet –of the Internet –the Internet of the Internet of Everything –Everything –brings together brings together people, data, people, data, process and things, process and things, driving new driving new business business opportunities and opportunities and massive growth in massive growth in economic value economic value across many across many industriesindustries,People,Connecting People in More,Relevant, ,Valuable Ways,Data,Leveraging Data into More Useful Information for Decision Making ,Networked Connection of People, Process, Data, Things,IoE,Process,Delivering the Right Information to the Right Person (or Machine) at the Right Time ,Things,Physical Devices and Objects Connected to the Internet and Each Other for Intelligent Decision Making,© 2013-2014 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,3,Evolving IoE Social Campaign in China (Dec. 2012~Present)Drive Brand Awareness and Thought Leadership,Message: Internet of Everything #万物互联#,Define IoE,IoE Economy,IoE Value Index,IoE Connecting to What Cisco Delivers,……,Target Audience: Customers, Partners, Employees, Influencers,© 2013-2014 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,4,Cisco China Digital and Social Platforms,Portals,SNS,…,Weibo,WeChat,Facebook,BBS,Baidu Doc,Cisco.com.cn,Websitecisco.com(cn/hk/tw),CIN,CIN,Others……,Online Community,Community,Home Base(owned media),Outposts(earned media),Passports(other reachable third party)digital platforms),© 2011 Cisco and/or its affiliates. All rights reserved. ,© 2010 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,5,Social Listening Social Ambassador Program Social Consultancy,Social Journey,Social Seeding IoE DefinitionThought LeadershipDec. 2012,IoE EconomyWhite Paper,Connect the UnconnectedAmazing Campaign,New Brand ImageUnveiling,IoE WeChatAccount Launch,CCBN,Cisco at MAE2013,CiscoConnectCD,Public SectorEconomy Valueat Stake,World Cup 2014 IoE campaign,IoE UGCStory TellingInternal ActivationGame,CiscoConnectSH,IoE Brand SiteLaunch,New YearResolution IoECampaign,MESSAGE: INTERNET OF EVERYTHING ,IOE & BRAND,CiscoInnovationSummit,New YearIoEsolutioncampaign,IoE ValueIndex WhitePaper,Cisco China 20thAnniversary Ceremony EventJune 24-25, 2014,Cisco China Virtual Museum,© 2013-2014 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,6,Socialized Content, Turn existing content into social media communications, Get inspiration from others, Use content curation tools, Ask your fans and followers,Video,Thing link,Magazine,MotionGraphic,Infographic,IoE,Quiz,Game,Voice,White Paper,Blog,WIKI,© 2013-2014 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,7,Interaction and Engagement:,Innovative Idea, Interesting Topic and InteractiveActivity,WeiboCheck In,Game,WeiboScreen,VoiceChat,BrandImageUnveiling,IoE,New Year Lucky Bag,Cisco China Virtual Museum,eSurvey,…,Polling,Listen,Develop Idea,Creative andCopy Write,Response &Interaction,© 2013-2014 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,8,Interaction and Engagement： KOL+SME,© 2013-2014 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,9,Interaction and Engagement：Social Ambassadors,Enable Cisco Greater China employees join corporate social power to engage with customer, partner and other parties in a human voice,Executiveambassadors,Content Contributor,Social Interaction,Social Listener,Executive Voice ,IoE Story Sharing,AmbassadorNewsletter,EmployeeMini show,© 2013-2014 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,10,Social Listening and Measurement,Get Insight and Integrate into Strategy,IoE Online Buzz Trend (2012.11-2014.7),35,000,30,000,25,000,20,000,15,000,10,000,5,000,0,© 2013-2014 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,11,Social Listening and Measurement,Social campaign and social integration with flagship event triggered Cisco IoE buzz spike and engagement of social audience.,Daily trend of Cisco IoE mentions,Dec. 7th, 2012 – July, 31st , 2014,• List new year wish in ‘IoE’ era to win the book . Link,• ‘IoE’ economic value campaign drew much attention. Link,• Cisco Connect Shanghai launch Link,• Horse Year IoE campaign well engaged with netizens. Link,• Cisco Connect Chengdu launch and the WeiboChat #万物互,联话商机# ,drew much attention. Link,• Cisco China 20 Year celebration, World Cup topic IoE campaign triggered netizens’ buzz. Link,• The vote for the best solution provided by IoE well spread and the speech given by Chambers on 2014CES triggered hot discussion. Link Link,© 2013-2014 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,12,Social Listening and Measurement,IoE Word Cloud Trend,© 2013-2014 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,13,Social Listening and Measurement - KPI,BuzzBuzz,EngagementEngagement,ReachReach,＃mentions of keywords,# of engagementgenerated from content posted in owned channel,# of users reach in general,© 2013-2014 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,14,Social Listening and MeasurementHot Tweet Analysis,Reach: 246,764 Reach: 246,764 ,The Original Tweet (Link):Retweet: 308, Comment:13,【有奖投票：你最看好的万物互联解决方案】雨天早高峰，上班族借助多项思科解决方案，将红绿灯、道路和车辆相联接，无需仓皇赶路，也能按时工作！投票选出你最看好的万物互联解决方案，将有机会获得#神马都能联#福袋和《大数据云图》一本！赶紧参与投票吧：http://t.cn/8kDpnjP,© 2013-2014 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,15,Only 1% of the World is Connected Today,Seizing the Opportunity Economic Value of the Internet of Everything ,$19.0 ,Trillion,Tomorrow Starts HereCisco is your trusted partner,© 2013-2014 Cisco and/or its affiliates. All rights reserved.,Cisco Confidential,16,Thank you.,Cindy Lufulu@cisco.com,
