CiscoLive! Harnesses Powerful Back Channel Chatter
Cisco’s annual user event has always been a hotbed of back channel chatter during the show but like many events, it seemed to lose steam after the show was over. So this year Cisco put an integrated social media plan in place that was designed to harness the power of all its online channels to extend attendee engagement and the lifecycle of its events.
First, the company boosted its presence across all available channels including Facebook, Twitter, LinkedIn, uStream and YouTube. Regular Twitter chats with key Cisco technologists and relevant Cisco news delivered via Facebook and other means enabled a regular stream of communication and conversation as well as new ways to interact with the conference. Embedded key codes were used to measure the effect brand evangelists had on proliferating their social networks with Cisco messaging and conversations.
A tool called Radian6 was used for reporting on social media volume, sources and activity and Cisco’s SocialMiner tool monitored activity as well as providing issue-based respond/resolve capabilities. A comprehensive social media listening and monitoring program called LEAp was also activated to address questions and concerns and enable a two-way conversation between attendees/followers and show management. A mobile app and QR codes gave on-site attendees easy and intuitive access to show agendas, games, check-in and prizing.
Social media was one of the top five drivers of on-site registrations and the leading driver behind virtual registrations. The show also increased its Twitter followers by 120 percent, increased Facebook fans by 300 percent and increased LinkedIn group members by 400 percent.