Cisco is changing the way people connect and collaborate with social media. They recently launched their new Social Media Listening Center which enables employees, customers, partners and visitors to...
Cisco is changing the way people connect and collaborate with social media. They recently launched their new Social Media Listening Center which enables employees, customers, partners and visitors to view real-time Cisco conversations from the social web. It’s even packed with an interactive experience featuring six touch screens. We interviewed Charlie Treadwell, Social & Digital Marketing Manager at Cisco, to learn more about the new Social Media Listening Center
Give us the logistical low down on the listening center. Who sees it? The primary 6 screens we are visualizing help us identify first thing in the morning what conversation topics are trending and what the overall sentiment is. We identify any spikes in negative mentions we need to investigate, influencers mentioning Cisco, or has our response time slipped for our event management. We are even installing a 2-screen kiosk in front of our CEO and CMO’s offices. Typically configured to monitor brand mentions, trending topics, or influencer mentions, but this can be configured to focus on a vertical or business unit launching a new product or a new brand campaign we’re launching.
Social listening has allowed us to get closer to our customers. We believe the foundation of a strong social media strategy starts with listening. You have two ears and one mouth because you should listen twice as much as you speak. Our strategy began with the creation of a playbook. This has been critical to establishing how we monitor, respond, and triage conversations as they happen across our organization. Cisco has taken an ABC and 1-2-3 approach to listening. First we identify what the “action based conversations” are (ABCs for short). For example, is it a question, support issue, crisis or maybe just a positive mention? Cisco gets about 5 to 7 thousand mentions a day and roughly 3% of those are actionable. We then prioritize them with 1-2-3 to determine if we need a response in 24-hours, 72-hours or just when we can get to it. The conversations are then routed to the appropriate team to take action.
With over 70 Facebook pages, and 100 Twitter accounts, the listening center helps route customer conversations, both direct and passive mentions to the appropriate product teams and functions at Cisco. To maintain a positive ROI in social, it’s critical to only engage the necessary teams and individuals best suited to handle a conversion. From a customer’s perspective, they now expect Cisco to be listening, and it is our mission to ensure their voice is heard, and when appropriate, engaged by the best person to help them. In addition, we are able to amplify and update our customers with information around their care-abouts