Cisco Systems

Closed Community: Winner

Campaign: Social Media Training and Certification Program

When Cisco decides to train employees in social media, it doesn't fool around. Last year, the company introduced the Social Media Training and Certification Program and made it available to all employees, contractors, customers and partners, whether they had a formal social media role or not. The aim was to create brand ambassadors and put a human face on the company. The curriculum included a library of interactive and recorded courses, an online community, reverse mentoring—even gamification features such as badges and team contests. Management was heavily involved in supporting the program and actively encouraging participation.

More than 3,600 people completed courses in the first six months, representing 30 countries and more than 50 functions and organizations. The program has had immediate benefits. Trained employees are now answering questions in LinkedIn groups, saving on support costs. During a recent campaign, employee-driven tweets accounted for 14% of Cisco branded tweets and 41% of total social reach.