ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 8th Annual Shorty Awards

#CiscoChat

Entered in Multi-Platform Campaign

About this entry

When newsworthy information creates headlines within the technology industry, the voices that weigh in often come from major industry publications or online news sites. And while these voices contribute greatly to the discussion, the opportunity for engaged influencers to offer their expertise and views in a public forum other than the occasional blog comment were few and far between.

That is, until #CiscoChat.

#CiscoChat is a global, Cisco-branded, social chat program. Designed to bring together subject matter experts from around the world to discuss topics that impact the technology industry, #CiscoChat is a true, industry-first program created for an integrated web experience. Designed to unite customers, partners, influencers and employees together around technology and business trends, #CiscoChat brings together a community of voices to discuss the issues, trends, news and developments that impact the technology industry.

Why does this entry deserve to win?

While many companies are experimenting with branded social chats, inconsistency and a lack of follow-through are common. Seeing this, Cisco's Social Media Marketing team seized on the opportunity to brand #CiscoChat as a unique, true industry-first program that included an integrated web experience with the potential to bring subject matter experts from around the world to discuss timely and relevant technology industry events, information, developments and news.

#CiscoChat discussions are Cisco-team led events and can be hosted by any of Cisco's internal teams. To "up-level" discussions and draw in large numbers of followers, internal #CiscoChat moderators are director level or above. For external SMEs, #CiscoChat taps analysts or reporters who are influential not only within the industry, but within their technology application speciality. For example, if a chat on the topic of technology in retail is held, the external SME would be a retail blogger or one who keenly understands the technology side of retail. Each #CiscoChat has a moderator who may be a Cisco spokesperson, analyst or reporter as well.

In the weeks or days leading up to each #CiscoChat event, Cisco heavily promotes each #CiscoChat discussion on its social media channels, reaching multiple audiences by tagging the Cisco internal team that is sponsoring the #CiscoChat, the external SME/influencer and any other "guests" including representatives from publications and Cisco directors. Social imagery is created to promote each #CiscoChat and amplification is also done on Cisco's Social Digest, which is distributed to more than 550 Cisco social media leads around the world.

#CiscoChat topics themselves are chosen by relevance in accordance with upcoming events, Cisco product launches, recent studies, or social media audience suggestions and feedback. The variety of discussions curated by the Social Media Marketing team is planned on a biweekly content calendar, helping them optimize planning for each #CiscoChat event. Ideally, #CiscoChat discussions are planned three months out, but when news breaks or a topic goes trending, the team has been able to secure external and internal SMEs with just a week of preparation.

While #CiscoChat are live events, to expand #CiscoChat messaging, the Social Media Marketing team strategically uses other platforms to deliver #CiscoChat:

•Tweet Chat: Tweet Chats involve a group of people all tweeting about the same topic using the #CiscoChat hashtag that allows the conversation to be followed on Twitter.

•Periscope: Video streams post live to Twitter to help promote the #CiscoChat conversation.

•Podcast: Current Cisco podcasts help drive #CiscoChat conversation on various social platforms as listeners are encouraged to use the #CiscoChat hashtag when discussing key insights. This increases visibility and drives participation in other #CiscoChat programs.

Results

For #CiscoChat events, engagement is the measure of success. And from tracking results garnered from 37 chats between February 24, 2015 and Dec. 31, 2015, the results have been phenomenal.

10K mentions of #CiscoChat on Twitter

141.5 million Earned and Owned Impression

Because of the success of the #CiscoChat program, events were increased and between Q3 FY15 and Q1 FY16, engagement numbers grew tremendously.

In Q3 FY15, 5 #CiscoChat events had 832 unique participants, with 2.3K mentions and 27.2 million impressions.

Just two quarters later In Q1 FY16 (through Dec. 31, 2015), 10 #CiscoChat events had more than 1,000 unique participants (1.5K), with 3.5K mentions and 63.5 million impressions.

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Produced by

Cisco

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