cisco live! social media hub comprehensive report

1© 2010 Cisco and/or its affiliates. All rights reserved.

July 2013

Charlie Treadwell, Bernadette Koscielniak, George Metrik, Davythe Dicochea, Kathleen Mudge, LaSandra Brill– Social Media Marketing

GolinHarris

Cisco Live! Social Media Hub Comprehensive Report

© 2010 Cisco and/or its affiliates. All rights reserved. 2

Objective:

The social media team had two primary goals at Cisco Live! 2013….

Enhance the experience for

in-person attendeesand

Create brand content and elevate user content


What we did: Social Media Hub • Created an on-site hub with screens showing real-time content and

conversations from the event

• Staffed the hub for the first time with community managers and content creators to engage attendees as Cisco Live on Twitter and Facebook

• Created over 100 real-time graphics to address key conversations and elevate key messages


Results: Increased Volume of Conversation• The Social Media Hub team

• Drove 40M impressions

• Accounting for ~20% of the overall Cisco Live impressions

• Cisco Live! social media mentions • Created 227M impressions

• 46k total social mentions

• Mentions doubled from 2012 to 2013

• #CLUS trended nationally on Twitter twice during the show

• Social Media Hub team’s engagement volume was so high at one point that it exceeded Twitter’s engagement limits


Results:

“Across all categories, we saw record satisfaction scores, engagement in educational sessions and a general excitement for Cisco’s strategic direction as well as the overall Cisco Live experience”

--Blair Christie, CMO

“#CLUS is like Christmas… as soon as it's over, I'm already looking forward to next year! Thanks @CiscoLive, it was an awesome event!”

--Rolf Schaerer, CCIE


Table of Contents

• Social Media Hub Performance

• Cisco Live Visibility

• Cisco Live Insights

• Recommendations

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 77© 2010 Cisco and/or its affiliates. All rights reserved.

Social Media Hub Performance


Social Media Hub Difference

• The Social Media Hub content creation and engagement team drove 40M impressions or nearly 20% of the overall impressions generate from the event through direct attendee engagement and real-time content creation

• Created an average of 30 pieces of creative imagery in real-time a day

Change perception and behavior

• Building the Cisco brand: Supported key messages from keynotes by creating and sharing images in real-time.

• Enhancing attendee experience: Provided mobile chargers, little extras and contests to keep attendees engaged and excited.

• Addressing issues: Limited mobile app outage conversation by sharing information within minutes of reported outage and assisting attendees on an individual level

Increased engagement and visibility


Sat Sun Mon Tue Wed Thu0

100

200

300

400

500

90

322 370 387307 266

Social Hub Team: Content and Engagement

4 RTs18,801 Imps

7 RTs36,826 Imps

3 RTs17,636 Imps

21 RTs33,765 Imps

12 RTs18,390 Imps

44 RTs75,088 Imps

10 RTs20,492 Imps

66 RTs65,194 Imps

12 RTs28,632 Imps

31 RTs32,458 Imps

24 RTs28,406 Imps

The Social Media Hub team proactively drove more than 1,700 engagements during the course of the show with more than 100 real-time, custom images produced. This integrated content production and engagement approach drove more than 3,000 engagements with key stakeholders, more than 8,000 clicks, and nearly 40M social impressions.

Sent Posts


Social Media Hub: Driving Positive Experiences• The Social Media Hub was mentioned 647 times as a meeting place, a place to watch the keynotes, and in

a positive way.

• Mentions were spread throughout the show and peaked around keynotes and afternoon contests / engagements


Social Media Hub: Keeping the Organization Informed• The Social Media Hub produced used real-time data to capture trends that guided

content creation

• Daily and intermittent reports kept members at all levels of the organization informed about performance and emerging trends of the show. These trends and stats even guided Blair Christie’s keynote content

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1212© 2010 Cisco and/or its affiliates. All rights reserved.

Cisco Live Visibility


Cisco Live!: Volume of Mentions

• Twitter was the most used channel to talk about Cisco Live!. This should not come as a surprise given the medium lends itself nicely to comment on ongoing events and conversations were reinforced through the Cisco Live Social Media Hub

• Mentions across Facebook, Blogs and Mainstream News had a much different flow than on Twitter. Whereas the latter peaked towards the start of the event concentrating on key announcements, blog pieces were more frequently found at the end of the week suggesting write-ups of the entire event

Twitter94%

Facebook3%

Blogs1%

Images1%

Mainstream News1%

Twitter

Facebook

Blogs

Images

Mainstream News

Comments

Forum Replies

Videos

Forums

Twitter 43,077Facebook 1,444Blogs 416Images 313Mainstream News 285Comments 198Forum Replies 144Videos 143Forums 32

Total Mentions 46,051

*Forums, Forum Replies, Videos and Comments represented less than 1% of the total conversations


Cisco Live!: 2012 vs. 2013 Volume

Jun-5|Jun-18

Jun-6|Jun-19

Jun-7|Jun-20

Jun-8|Jun-21

Jun-9|Jun-22

Jun-10|

Jun-23

Jun-11|

Jun-24

Jun-12|

Jun-25

Jun-13|

Jun-26

Jun-14|

Jun-27

Jun-15|

Jun-28

Jun-16|

Jun-29

Jun-17|

Jun-30

Jun-18|Jul-

1

Jun-19|Jul-

2

Preshow Day 1 Day 2 Day 3 Day 4 Day 5 Postshow

0

2,000

4,000

6,000

8,000

10,000

12,000 2012

2013

• Looking at Cisco Live! and the five days preceding and following it, 2013 drove more than double the conversations of 2012.

Cloud

Video

Data

Cente

r

Secur

ity

Networ

king

Mob

ile

Device

s

0

400

800

1,200

1,600

2012

Keyno

te

Data

Cente

r

Networ

king

Enter

prise

Share

Gee

ks

Inte

rview

0

500

1,000

1,500

2,000

2,500

2013

Top Topics by Year


• There have been over 46,051 mentions of Cisco Live! throughout the month of June

• Anticipation for the event started as early as two weeks before opening Sunday and momentum build up continuously up until the 23rd

• Conversation volume naturally accelerated with the start of Cisco Live! and culminated with John Chambers’ keynote on Tuesday, the 25th of June

• The concluding two days were a mirror image of the first two before overall engagement quickly tallied off towards the weekend

Cisco Live!: Volume of Mentions Overall

6/1/

2013

6/2/

2013

6/3/

2013

6/4/

2013

6/5/

2013

6/6/

2013

6/7/

2013

6/8/

2013

6/9/

2013

6/10

/201

3

6/11

/201

3

6/12

/201

3

6/13

/201

3

6/14

/201

3

6/15

/201

3

6/16

/201

3

6/17

/201

3

6/18

/201

3

6/19

/201

3

6/20

/201

3

6/21

/201

3

6/22

/201

3

6/23

/201

3

6/24

/201

3

6/25

/201

3

6/26

/201

3

6/27

/201

3

6/28

/201

3

6/29

/201

3

6/30

/201

30

2000

4000

6000

8000

10000

12000

Beginning of Cisco Live

John Chambers Keynote


Cisco Live!: Volume of Mentions 6/22 – 6/28

• New Catalyst product announcements dominated conversations on the second day

• John Chambers and Robert Lloyd drove Cisco Live! mentions with their respective keynotes on Tuesday and Wednesday

• 90% of conversations were positive*

• 83% of June Cisco Live! conversations occurred during the duration of the event

• The functionality of the mobile app was widely commented on and received a lot of praise

6/22/2013 6/23/2013 6/24/2013 6/25/2013 6/26/2013 6/27/2013 6/28/20130

2000

4000

6000

8000

10000

12000

6/22

/201

3

6/23

/201

3

6/24

/201

3

6/25

/201

3

6/26

/201

3

6/27

/201

3

6/28

/201

30

200400600800

10001200140016001800

Negative Positive

John Chambers Keynote

Robert Lloyd keynote

New Catalyst announcements

Availability and functionality of the mobile app

*excluding neutral


Cisco Live!: Mentions by Hashtag

#clus

#cisco

#ciscolive

#ioe

#clscavenger

#ccie

#emc

#flexpod

#gamechanger

#sdn

0 5000 10000 15000 20000 25000 30000 35000

30366

900

700

579

415

365

354

290

286

219

Total Count

Insights

• Attendees adopted and used hashtags beyond just event (#clus) hashtag.

• #IoE and #CCIE are evergreen tags that benefited from the overall increase in volume around Cisco Live!. People used #gamechanger to organize thoughts about Nexus 7700, we will track to see if this hashtag continues to be used.

• #clscavenger hashtag organized content specific to an on the ground activation.


Cisco Live!: Sentiment by Hashtag

#clus #cisco #ciscolive #ioe #cluscavenger #ccie #emc #flexpod #gamechanger #sdn0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Postive

Neutral

Negative

• Both #clus and #ccie drove extremely positive conversations.

• Overall, #clus conversations were generically positive with commenters heralding a great presentation, great interactions with peers, or a great day at Cisco Live. Additionally, the super-charged wifi drove a number of positive conversations.

• The CCIE party, along with individuals receiving their CCIE certification, drove the majority of positive #ccie conversations. Negativity arose around long check-in lines and the bus transportation to the party.

• On average top hashtag conversations were 10 times more positive than negative.


Cisco Live!: Mentions by Region

• Although the vast majority of mentions originated from the US, the map above demonstrates the vast reach and engagement of Cisco Live! in June

• The US and Canada represented nearly nine in ten mentions

• Conversations in Europe were led by the UK, Finland and Netherlands which benefitted from attendees sharing their journey to and in Orlando


California 2,528Florida 1,330North Carolina 942Texas 880Massachusetts 579Georgia 524New York 393Illinois 355Pennsylvania 341Wisconsin 315

*Out of a 25,000 sample size

Top Conversations by State

• The majority of conversations originated from accounts based in California – home to both Cisco HQ and Silicon Valley. Secondly, Floridians heavily conversed as Cisco Live! was held in Orlando.

• Out of the top 20 conversation driving states, 10 were located on the East Coast.

• Within the sample size only Montana and North Dakota did not receive interactions, and the states represented in white drove less than 50 conversations apiece.

Cisco Live!: Mentions by Region (US)


Top Content: Keynote support, curation, visuals

• Source: FB Insights / Sprinklr

52 RTs75k Reach

43 RTs43k Reach

55 Shares19k Reach

13 RTs1.48M Reach

3 RTs1.48M Reach

9 RTs1.47M Reach

Content was designed to both lead topical discussion as well as elevate and respond to attendee conversations


Top Content: Keynote support

52 RTs75k Reach

3 RTs1.48M Reach

During all the keynotes key messages were pulled and made into graphics in real-time to reinforce brand messages as well as increase sharability of those messages. We also elevated user comments that gained traction and supported Cisco’s brand and reputation.


Twitter: Summary

22-Jun 23-Jun 24-Jun 25-Jun 26-Jun 27-Jun 28-Jun0

200

400

600

800

1,000

1,200

1,400

@replies

@Mentions

RT's

Insights

The highest volume of Twitter retweeting came on Wednesday around “nerds” post

Monday had the highest amount of interactions based on welcoming attendees and answering questions.

Results

18,558 Total Followers 1,263 New Followers 1,742 Brand Posts 891 RTs 3,707 @Mentions 659 @Replies


Facebook: Summary

Insights

Facebook was used by attendees as they planned and traveled to Cisco Live! but gave way to Twitter as the key channel for attendees and those following the event.

Results

19,630 Total Followers 1,053 New Followers 19 Brand Posts 146 Shares 106 Comments 1,182 Likes

22-Jun 23-Jun 24-Jun 25-Jun 26-Jun 27-Jun 28-Jun0

50

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Likes

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