Cisco’s Social Media Command Center Boosts Engagement - Event Marketer

Cisco’s Social Media Command Center Boosts Engagement

2016 Ex_EX_TechSocial_Cisco
Brand: CISCO
Agency: IN HOUSE
Awards: EX AWARDS — BEST USE OF TECHNOLOGY AND SOCIAL MEDIA
Year: 2016

At a conference like Cisco Live, which attracts thousands of tech professionals, incorporating relevant social media engagements and cutting-edge technology into the event is paramount to its success. In 2015, Cisco delivered on both objectives through a social media engagement and monitoring program. Operating from a Social Media Command Center within the conference, the brand responded to event-based social media discussions within three minutes of each post using proprietary technology. The approach earned the brand over 106,000 Cisco Live mentions on social media and a healthy dose of valuable attendee feedback.

Another of Cisco’s primary conference objectives was to ensure both physical and digital attendees could contribute to event discussion and gain a sense of recognition through personalized experiences, prompting the brand to promote social sharing through various incentives. Each day, attendees could receive a personalized digital autograph from that day’s conference celebrity by tweeting the event hashtag.

The brand also offered a $1 donation per tweet to the Mike Rowe’s Works Foundation, while a daily Twitter contest rewarded attendees who shared the most relevant content. With a strong social strategy and the technology to back it up, the brand demonstrated the power of its solutions and strengthened its community of tech professionals, ultimately increasing Cisco’s Net Promoter Score by seven percent.

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