1. 1 © 2005 Cisco Systems, Inc. All rights reserved. HARNESSING THE POWER OF THE INTERNET FOR MARKETING THOMAS WYATT SENIOR MANAGER, CISCO SYSTEMS VP, PROGRAMS IABC SILICON VALLEY

2. 222 © 2005 Cisco Systems, Inc. All rights reserved.© 2004 Cisco Systems, Inc. All rights reserved. 10147_08_2004_c5 222 Cisco Systems—Worldwide Leader in Networking for the Internet INCREASE PRODUCTIVITY MAINTAIN COMPETITIVE ADVANTAGE IMPROVE CUSTOMER SATISFACTION Cisco Public

3. 333 © 2005 Cisco Systems, Inc. All rights reserved. Internet Applications Fuel Productivity E-LEARNING WORKFORCE OPTIMIZATION SUPPLY CHAIN MANAGEMENT CUSTOMER CARE E-COMMERCE $2.2 billion FY ’04 Benefits from Internet capabilities Incremental return on investment—year after year

4. 444 © 2005 Cisco Systems, Inc. All rights reserved. Scaling Marketing via Internet Applications Process Change + + Applications

5. 555 © 2005 Cisco Systems, Inc. All rights reserved. CASE STUDY NEWS@CISCO 555 © 2005 Cisco Systems, Inc. All rights reserved. Presentation_ID

6. 666 © 2005 Cisco Systems, Inc. All rights reserved. Reaching Key Audiences Public Influencers Audiences Public Customers, Partners, Resellers, Investors, Employees Influencers Press, Industry Analysts, Financial Analysts, Institutional Investors

7. 777 © 2005 Cisco Systems, Inc. All rights reserved. Online Newsrooms Today RelationshipInformation Archive

8. 888 © 2005 Cisco Systems, Inc. All rights reserved. Before News@Cisco: Archive-Based Newsroom Point-in-time communication Few tools Failed to address staffing needs Features Results Limited audience Disparate messages Decreased Influencer satisfaction

9. 999 © 2005 Cisco Systems, Inc. All rights reserved. Global Success Advanced Technologies & Innovation Philanthropy & Cisco Networking Academy Market Segment Management Leadership/ Bench Strength Corporate Strategy Customers, Productivity & The Power of the Network Today: Cisco’s Multimedia News Channel

10. 10 © 2005 Cisco Systems, Inc. All rights reserved. As Seen on News@Cisco: Press Kits Case study: CRS-1 News releases, features, photos, product information, event photos, videos webcast, etc.

11. 11 © 2005 Cisco Systems, Inc. All rights reserved. Additional Services Downloadable Photos Company Facts & History Customized Email Delivery Company Facts & History

12. 12 © 2005 Cisco Systems, Inc. All rights reserved. News@Cisco Traffic Growth Quarterly Page Views Highlights Over 12,000% increase since inception 20 million page view yearly run rate 1.5 million video page views

13. 13 © 2005 Cisco Systems, Inc. All rights reserved. News@Cisco vs. Mainstream Web Media Websites NEWS@CISCO Circulation Source: Vocus Media Monitoring Monthly Visitors: Websites

14. 14 © 2005 Cisco Systems, Inc. All rights reserved. Syndication: Create Once, Use Many Times Internal/External Cisco Sites Media Portals & Partner Sites News@Cisco Worldwide My News@Cisco Wire Subscribers

15. 15 © 2005 Cisco Systems, Inc. All rights reserved. Small Staff, Big Results Content Creation Technical Staffing PR (1 ½ FTE) Virtual Marketing, Sales, Vendor Teams HTML/IT (2 HTML, 1 IT FTE) Outsource IT Development

16. 16 © 2005 Cisco Systems, Inc. All rights reserved. Scaling Communication Resources by Reducing Transactions Savings: $23.78 per 15 min. call deferred Calls deferred per week: PR, AR, IR % 1-545% 5-1014% 10-155% 15-204%

17. 17 © 2005 Cisco Systems, Inc. All rights reserved. FY 2004 Cost/Time Savings Annual Savings: $5.1 Million *Calculations based on internal surveys and additional metrics News@Cisco Website Time savings, deferred calls, headcount, reduction in video & press kits distributed, etc. $4.0 M Internal PR Applications Time savings, internal efficiencies/productivity $1.1 M

18. 18 © 2005 Cisco Systems, Inc. All rights reserved. Industry Recognition Compass Award Best PR Website Honorable Mention: PR Internet Innovation of the Year Honorable Mention: Best Use of the Internet for PR WebAward 2004 Best Public Relations Website PR News Platinum Award Honorable Mention: Best Press Room Technology Marketing Magazine’s Silver Icon Best Press Room

19. 19 © 2005 Cisco Systems, Inc. All rights reserved. VIDEO COMMUNICATION 19 © 2005 Cisco Systems, Inc. All rights reserved. Presentation_ID

20. 20 © 2005 Cisco Systems, Inc. All rights reserved. Video is More Effective People retain 10% of what they read 20% of what they hear 50% of what they see and hear Source: Treichler, DG ; Are you missing the boat in training aid? Film and AV communication

21. 21 © 2005 Cisco Systems, Inc. All rights reserved. Quarterly Video Streams News@Cisco Video Traffic Growth Downloads 12,000+ Downloads per quarter Used for executive presentations, sales, marketing and educational purposes Downloaded by: Press, analysts, partners, customers, instructors, investors, employees

22. 22 © 2005 Cisco Systems, Inc. All rights reserved. News@Cisco Video Fuels Stories IP Telephony & Superbowl ABC, NBC Wireless on Mt. Everest AP, NY Times, Guardian, +50 others Lufthansa Wireless PlaneScubaToys Dive Shop

23. 23 © 2005 Cisco Systems, Inc. All rights reserved. News@Cisco Video Demo

24. 24 © 2005 Cisco Systems, Inc. All rights reserved. Marketing to “C” Level Audiences ExecNet Program Targets Top Executives Thought Leadership content Innovative delivery Strengthens customer relationships Lead generator

25. 25 © 2005 Cisco Systems, Inc. All rights reserved. Marketing to the Partners & Resellers Typical Applications Customer E-Learning, Sales Training for Partners & Resellers, New Product Introductions 40-50 Live events per month 250 Viewers per broadcast 300-400 Videos on Demand 70,000+ Internal Views 50,000+ External Views Production Studios San Jose & London Numerous ‘self-serve’ VOD stations

26. 26 © 2005 Cisco Systems, Inc. All rights reserved. Sharing Best Practices with Customers

27. 27 © 2005 Cisco Systems, Inc. All rights reserved. What We Have Heard Customers are asking for: Software for delivering video Content development Simplicity & Quick wins Affordability

28. 28 © 2005 Cisco Systems, Inc. All rights reserved. What We Have Learned Start small – set the foundation – then grow! Leverage Cisco best practices and solutions Content is key Implement an easy to use software solution Promote the platform Don’t be last Harness the power of video

29. 29 © 2005 Cisco Systems, Inc. All rights reserved. Q and A 29 © 2005 Cisco Systems, Inc. All rights reserved. Presentation_ID

30. 30 © 2005 Cisco Systems, Inc. All rights reserved. 30