Company: Cisco Meraki
Company background: We create 100% cloud managed IT that simply works. At Cisco Meraki, we believe that by simplifying powerful technology, we can free passionate people to focus on their mission.
Founded in 2006, Meraki has grown to become an industry leader in the IT space, with over 1.6 million active networks worldwide. Our comprehensive set of solutions includes wireless, switching, security, communications, EMM, and security cameras, all managed through Meraki’s web-based dashboard interface. This allows customers to seize new business opportunities and reduce operational costs.
Contact: Caroline Sekar
Title: Community Manager
Related URLs: https://community.meraki.com
Lithy category: Surprise and Delight
1. Tell us about a social promotion or digital/brand campaign that ‘surprised & delighted’ your customers.
For the Meraki Community’s first Valentine’s Day, we wanted to do something a little special. How could we help our members feel appreciated? We decided to encourage members to show appreciation for EACH OTHER, helping to create connections between them. This felt more genuine than Meraki, as the brand / vendor, recognizing contributions.
So, we launched the Show some 💚 campaign via a blog post on the Meraki Community on Valentine’s Day, promoted by a Tweet and an email. Here’s an excerpt from the blog post:
Happy Valentine's Day!
Show some ♥ for a fellow Meraki Community member and you could both be winners!
Tell us which community posts you’ve found most useful, funny, or just fantastic in a comment on this blog post. Each post you link to in your comment is one entry into a drawing for a Meraki mini-fridge for both you AND the community member who wrote the post.
2. Share the goal, strategy and tactics. What makes your approach to customer satisfaction a gold standard in the industry?
Our community is intended to create relationships between our customers and partners. We wanted to promote that spirit of camaraderie by giving community members a platform to show their appreciation to each other.
The tactics were simple; we simply wrote a blog post and encouraged members to comment on it, and promoted this with an email and a couple of tweets. Our design team made a pretty banner. Easy peasy!
3. What were the results? (e.g. customer response, brand impact, sentiment change)
This was a simple / low-effort campaign, but we were very happy with the results. We received 24 responses in which community members showed their appreciation for the contributions of others, and the blog post has been viewed 2,600 times. Responses were very thoughtful, and the community members who were mentioned were appreciative. And they loved the swag prize too!
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