Telecom Ecole de Management
Cisco’s use of Social Media as a B2B strategy
Evry, January 2013
Cisco is an American multinational corporation headquartered in San Jose, California, United States founded in 1984. His main services are the design, manufacture, and selling of networking equipment. Nowadays it has 66,639 employees worldwide
“Shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.”
Cisco's current portfolio of products and services is focused upon three market segments – Enterprise and Service Providers, Small Business and the Home. The solutions for each market are segmented into Architectures, which form the basis for how Cisco approaches each market.
As part of a massive rebranding campaign in 2006, Cisco Systems adopted the shortened name "Cisco" and created "The Human Network" advertising campaign. These efforts were meant to make Cisco a "household" brand – a strategy designed to support the low-end Linksys products and future consumer products.
Due to lower-than-expected profit in 2011, Cisco was forced to reduce annual expenses by $1 billion. The company cut around 3,000 employees with an early-retirement program who accepted buyout and planned to eliminate as many as 10,000 jobs (around 14 percent of the 73,400 total employees before curtailment).
Communication and Execution of Cisco’s Human Network Vision in Social Media
* Corporate blog. Focusing on the company’s latest news. It integrates the other blogs to give users easy access into the company. They have 22 blogs, the first being launched in 2005.
* Twitter. The @ciscosystems Twitter feed tweets news and information about the company, the Cisco team, and a link to Cisco’s support page. They now have more than 2 million followers.
* Facebook: more about interaction and entertainment, and ties together...