Reputation Management at Cisco with Jeanette Gibson
Digital marketing executive Jeanette Gibson goes on the record to discuss Cisco’s online newsroom, Internet First marketing communications, public relations, and reputation management best practices.
Digital Marketing Insights
05:19 – Jeanette Gibson details the creation and evolution of Cisco’s new media team and how they have adapted and continue to adapt to the new media explosion.
06:39 – Gibson divulges how Cisco’s entrepreneurial culture has allowed the new media team to shake their initial reputation as a renegade faction and the effects of that culture shift on the way the company’s internal communication is conducted today.
09:04 – Gibson lists the benefits of online newsrooms and explains how Cisco’s online newsroom has helped Cisco become a world-class organization.
10:52 – Gibson explains why social media can’t be ignored and how the new media team at Cisco determines the most appropriate vehicle for delivering information.
12:42 – Gibson discloses why it is imperative that PR personnel, rather than web technicians, direct social media content.
14:11 – Gibson reveals why Cisco’s newsroom is the second most visited page at Cisco.com.
15:59 – Gibson describes the objectives of Cisco’s newsroom and explains why the site promotes return business.
17:04 – Gibson divulges the new media team’s official three-pronged marketing strategy for Cisco’s online newsroom.
19:18 – Gibson reveals why podcast and blog readership is up.
20:37 – Gibson explains how the company tracks their relative success and how they have made cisco.com more user-friendly.
23:59 – Gibson discusses why a website should be an experience.
25:12 – Gibson describes the methodology that has allowed the new media team to remain small and nimble.
26:18 – Gibson gives her expert opinion on why every company should incorporate social media into their traditional PR campaigns.
27:47 – Gibson advises companies wishing to expand into social media.
28:57 – Gibson talks about the cultural shift regarding the nature of media, and what she looks forward to in the future.
31:04 – End.
Photo by Taylor McKnight