Friday, March 11, 2011, 9:11 AM
I was fortunate to be able to visit TFM&A in London last week and squeeze myself into a couple of the keynote sessions: Cisco and Facebook. Here are my highlights...
My Cisco Highlights
With Emma Roffey, Director, Communications & Digital Marketing, Cisco Europe
- Social media means we’re no longer business to business, we’re business to people. It means we can no longer be passive in the way we were with traditional media and marketing
- Cisco's social policy: The central hub of the business decides the core policy/governance. The local level businesses decide on the best strategy for their market
- “Just because it’s social doesn’t mean it’s casual”
- All Cisco’s events incorporate virtual. For example, Cisco Live Europe, a hybrid event, sees its virtual platform getting a 20-25% uptake in comparison with the live audience. www.ciscolive.com/europe/
The BIG Ideas:
(I had to look this one up) “Transmedia is not that new of a concept, but the emergence of today’s social and mobile networking technologies, combined with the myriad of entry points to brand messaging, meaning that transmedia storytelling should be central to every marketing effort, online or otherwise.”
www.ploked.com/2010/03/24/the-world-is-f... : “This blending of the digital and real world will fall under the realm of transmedia, not social media. Social media will soon be seen “like air,” as envisioned by Twitter’s founders, and as a small piece of an overarching digital strategy that focuses on storytelling and engagement at all consumer entry points.”
As someone who uses social media throughout the day, I found this concept of blending really interesting – and we’re seeing it more and more as social develops into a more integrated part of media.
Using Social for Enterprise Development:
- Cisco’s Net Pro Community – A Peer-2-peer customer community which has created a $61 million annual cost saving for the company and a 70% call avoidance for support. It ‘utilises the wisdom of the crowd’ supportforums.cisco.com/community/netpro
- Cisco social miner – their own social media listening tool. As well as capturing the event tags, it also captures non specific tags for spelling mistakes, other any possibilities. www.cisco.com/en/US/products/ps11349/ind...
This was the most interesting part of the presentation for me as it was about the Cisco IWE (Integrated Workforce Experience, or Facebook for Enterprise) – their version of the Wiki sharing space we have at UBM. One of the top level stats presented was that the IWE has resulted in a 80% reduction in internal email.
We were given some examples of what the IWE offers: An individual calendar of your projects, you can who’s online –and how they want to be contacted, you can view your targets, and put yourself forward for projects even if you’re not in the team. The IWE streams meetings live and you can see what people are saying on a Twitter-type stream up the side, you can see who’s online from each office around the world and engage them in private chat.
There’s a case study about their efforts here: www.cisco.com/web/about/ciscoitatwork/co...
There’s also a fantastic McKinsey report on networked enterprises here: www.mckinseyquarterly.com/The_rise_of_th...
But it says: “A new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers. We call this new kind of company the networked enterprise. Results from our analysis of proprietary survey data show that the Web 2.0 use of these companies is significantly improving their reported performance. In fact, our data show that fully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management practices that lead to margins higher than those of companies using the Web in more limited ways.”
Cisco are doing this now – and our Wiki offers us the potential to do the same, to really embrace Web 2.0 technologies to drive development, innovation and revenue.
My Facebook Highlights
With Stephen Haines, UK Commercial Director, Facebook
- We’re now discovering our information from what our friends are doing rather than through search engine listings
- Social media offers companies an exciting way to tap into consumer insight for your next product.
- In utilising social channels, your message can be spread virally through the social graph
- On Facebook, when an advert has a social context – i.e. a friend has liked it, it has a 68% lift in recall and a 2 x increase in message awareness
- A few companies have set up e-commerce apps on their pages –Pampers is one – so can sell directly to their customers via this platform
- General Motors have built Facebook technology into a car which reads your status updates to you
- Social isn’t going away
Also: Have a look at Facebook Plugins – A good example of a company using this is the Levis website. When you sign into the Levi’s site using your Facebook details you can see your friend’s birthdays, what jeans they like, and more. It brings sharing to your website and gets shared via the Facebook social graph. developers.facebook.com/docs/plugins/
Innovations: Facebook Places – offers for delegates? www.facebook.com/places/