The winning event: Cisco and GPJ

Cisco Live Europe 2011 was a huge success and 2012 needed to build on the multi award-winning event, delivering a brand experience that exceeded every expectation.

A key focus for 2012 was boosting social media activity to engage Cisco customers, prospects and employees beyond the event and increase loyalty.

Agency George P Johnson created The Social Media Studio and LEAP - Listen, Engage, Act Programme - to monitor and manage the online dialogue.

A team monitored any mention of Cisco Live Europe and responded, while proactively managing outgoing communications such as programme changes.

"Exemplary use of social media and integration into a live event," said one judge, while another added: "Would say 'text book' but this writes the book. Excellent."

Proactive engagement resulted in a 300% lift in social media activity before, during and after the event, with 8,134 total posts received - 5,276 of which were responded to or retweeted - 1,258 Facebook likes and 3,171 Twitter followers.

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Watch video from the C&IT Excellence Awards here