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Tracking Conversations Online Sara
(Stutzenstein) Cicero October 16, 2008
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Evolution of Online Engagement
CRAWL
WALK
RUN
FLY
Update Online Presence
Lead the Online Community
Engage Online Influencers
Enriching Content
Your Voice is heard Thought Leadership
blog Accelerated blogger outreach Advocacy
Programs Social Marketing Go Global
Revamp News Room site and enable with PR 2.0
Podcasting Videos Games Widgets
Blogger outreach Social Media Policy Blogger
Engagement Policy Interactive Advertising
Online audit Web site audit Internal Audit
Online Monitoring
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Taking Action

• When beginning a blog monitoring/engagement
  program, follow these four FLEE steps
• Find identify relevant online conversations
• Listen discover whats being said on each
  respective blog (point-of-view, tone, etc.)
• Engage tell your companys story in appropriate
  places
• Empower provide accurate information to
  potential advocates, allowing your companys
  messages and ideas to be carried out to
  stakeholders

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• FIND
• Identify key words related to your company,
  products and industry THINK LIKE YOUR TARGET
  AUDIENCE
• Use blog search engines such as Technorati and
  Google Blog to conduct your initial search and
  dont forget to look at both posting results and
  blog results because key bloggers may not be
  talking about your specific company or product
  all the time, but may be talking about your
  competitors or industry. 
• Create a Blog Index.  Identify the most
  influential bloggers at the present time who are
  discussing areas of interest to your company.

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• LISTEN
• Read several recent postings of each identified
  blogger to determine whether or not they are/will
  be influential for your company or industry. 
• Listen to the tone of their postings and try to
  understand their positions on certain issues,
  even if you dont agree. 
• Once youve found bloggers talking about your
  company, competitors, industry or topics of
  relevance that you think you want to engage with,
  qualify them to see how much authority and
  credibility they have with other bloggers and
  readers. 

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• Factors for determining Blogger credibility
  include
• The number of other bloggers that have links and
  references to his/her site
• The number of postings the blogger has/frequency
  and consistency of posting
• References in traditional media sources/how often
  the person is used as a resource for larger media
  stories
• Technorati authority
• Technorati rank

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• ENGAGE AND EMPOWER
• Begin one-on-one engagement with top tier
  bloggers covering your industry and competitors. 
  
• Begin outreach to individual bloggers to
  introduce yourself, update them on your current
  products and key trends in the industry and then
  identify ways in which you can help them. 
• Be sure that you tailor your information and
  insights to the blogger and his/her cause. 
• Be sure you are offering information that will
  add value to their postings and make them more
  credible and valuable with their readers.

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Cisco Blogs http//blogs.cisco.com
Official Blogs Align with Top 24 Priorities
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• Twitter Communications Activities
• Over 600 attendees subscribed to Cisco Live!
  
  twitter account (the largest for
  
  
  a major enterprise conference)
  
  
  
  
• 41 of participants in twitter poll agreed that
  
  collaboration is the top message during
  
  John Chambers keynote
• Approx. 50 of subscribers participated in
  
  live twitter poll during P. Warriors keynote
• 84 of respondents in a poll liked Ciscos use
  
  of twitter at Cisco Live!
• Sentiment of conversations on twitter is great
  
  according to twitter analytics tool
• Over 100 messages (tweets) on
  
  twitter/ciscolive feed
• Over 35 comments posted during the
  
  3 twitter polls that were conducted

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New Media and News_at_Cisco

• Quotes from attendees via twitter/ciscolive feed
• Cisco just demonstrated throwing a call from one
  iphone to another using 2.0 firmware, very
  awesome
• ciscolive- unity app for the Cisco iPhone....I
  mean apple...nice
• wow _at_CiscoLive you are making me think Cisco
  kinda gets social media and web 2.0
• Cisco innovation keynote by Warrior CTO of Cisco
  is engaging. Shehas mentioned Twitter 6 times.
• Listening to some VERY smart people here at
  Cisco gig talking about emerging markets - these
  guys are impressive
• Power of Collaboration ... enabled by the
  Network! The speech was good and it looks like
  Cisco has a great vision! ciscolive
• Fixin 2 interview folks on the cisco live floor.
  Excellent bgp4 session this morning. This will
  help with my ongoing recert training
• Lots of play-by-play tweeting occuring at JC's
  keynote -- tag with ciscolive -- exciting energy
  here in Orlando!

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Facebook
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Our Virtual Global Headquarters
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Customer EventTech Chat Application
Intelligence on Your Router
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Resources

• News_at_Cisco http//newsroom.cisco.com
• Cisco Blogs http//blogs.cisco.com
• YouTube Channel http//www.youtube.com/user/CSCOP
  R
• Flickr Channel http//www.flickr.com/gr
  oups/cisco/

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