Jeanette Gibson, Social Media & Digital Marketing Executive, goes on the record to discuss Cisco’s online newsroom, internet first and social media management strategies.
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 news rooms and explains how Cisco’s online news room 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 news room is the second most visited page at cisco.com.
15:59 – Gibson describes the objectives of Cisco’s news room 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 news room.
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 new media into their traditional PR campaigns.
27:47 – Gibson offers advice to companies who wish to expand into new media.
28:57 – Gibson talks about the culture shift that is occurring regarding the nature of media, and what she looks forward to in the future.
31:04 – End.
Photo by Taylor McKnight
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On the Record...Online
The podcast about how technology is changing the way organizations communicate, and the way people consume media and information.