Monitors in the social media hub displayed the volume of tweets over time, a leaderboard of the most active people tweeting with the event hashtags, photos shared on Twitter and Instagram, a word cloud of trending topics, and more.
Photo: Steve Maller Photography
Cisco dramatically expanded its social media engagement strategy at this year’s Cisco Live education and training conference at the Orange County Convention Center. The company created a sleek white 7,200-square-foot lounge staffed with a team of 12 people tracking posts to Twitter, Facebook, Instagram, and Flickr that used the event’s hashtags.
“We use [social media] as a listening tool, similar to what a lot of brands do when they are listening for customer sentiment or shout-outs about their products or services. We are doing the monitoring so we understand more about how our attendees see the experience and so we can respond,” said Staci Clark, Cisco Live’s global marketing manager.
The team stayed busy throughout the five-day event, tracking more than 46,000 mentions of Cisco Live on social networks. The company’s primary goal was to serve as a help desk for both in-person attendees and those experiencing the event through the Cisco Live 365 platform. So tweets that raised a question or problem—for example that a meeting room was too warm—received both an online response plus the dispatch of event staffers to address the issue. The first full day of the conference, the company learned there were problems with its mobile app when it noticed multiple complaints on Twitter. The messages kicked off a strategic response that involved acknowledging the problem and providing temporary alternatives for the 20,000 attendees.