This article describes how networking technology provider Cisco Systems has found success in managing their social listening/response program. Powered by Salesforce’s Marketing Cloud, the three physical social media listening centers set up at the company’s headquarters monitor relevant social media conversations around Cisco and its brands, services, and products.
Particularly impressive is Cisco’s commitment in using these social listening centers to provide exceptional customer service. For example, their social media response plan determines the urgency level (i.e. response needed within 24 hours) of mentions, which are then sent to the appropriate business team to take proactive action. Further enhancing the company’s marketing mix, Cisco used the listening center to identify its biggest influencers and their reactions to a new ad campaign. Accordingly, their feedback was used to create a revamped video that would appeal more effectively to Cisco’s target market. In terms of new sales, the listening center has been helpful in finding potential customers who are interested in Cisco’s services and are likely to buy-in.
As one of the earlier companies to install centralized social command centers, Cisco must continue to stay on top of social listening trends in order sustain a long-term competitive advantage.