Cisco and the Social Web Our Adoption and Evolution LaSandra Brill Senior Manager, Social Media Marketing

Social Media at Cisco 79 Cisco groups with 100k fans, up 29% 58k employees on Cisco group 150k visitors 50+ events 4.5+ CSAT rating 108 Cisco feeds with 2M+ followers, up 40% Top exec: P. Warrior 1M+ followers 22 external blogs 475k views/qtr # comments up 164% 350+ podcasts 200k streams Rated 5 stars on iTunes! 300+ photos 400k views, up 100% Top set: Cisco Live (2k views) 2k+ videos 4M+ views Top video: Future of Shopping (1.6M views)

Companies deeply engaged in social media grew revenues by 18% over last year…companies that were least engaged dropped 6% on average. Charlene Li, Founder, Altimeter Group July 2009 Report ENGAGEMENTdb RankCompany 1Starbucks 2Dell 3E-Bay 4Google 5Microsoft 6Thomson Reuters 7Nike 8Amazon 9SAP 10Intel 11Yahoo 12Blackberry 13Accenture 14Oracle 15Cisco 16Pepsi 17MTV 18Sony 19Disney 20Adidas Social Media Engagement Brand Ranking

Ciscos Shift in Communications Content Video Blogging Goes Mainstream 212% increase in traffic to Media 81% lower spend on multimedia in two years

Cisco Mentions by Media Type Micromedia has increased from 59% 91% neutral conversation sentiment

Social Media Marketing: Solving Business Problems Nexus Launch ASR 1000 Digital Cribs ASR 9000 Unified Computing Borderless Networks Collaboration Digital Cribs 2 CES Go-to-Market Using Blogs Buzz + Monitoring Consumer Generated Media Contest Integrated Social Media Plan Social Media Feed Page, Live Blogging Buzz/Leak Management Twitter Contest Facebook Viral Video Global, Channel Social Plans $250K Savings Data Center blogging vs. traditional media ASR 1000 Launch 6x less expensive Reached 90X more people Reduces Cost Participants from 116 countries Virtual ASR 9000 launch event 1.6M Views: Future of Shopping Viral in Facebook, esp in Asia, Middle East Extends Reach 1M+ Padmasree Twitter Followers Viral growth through thought leadership Digital Cribs 60,000+ views, 23,000+ comments Engages Customers

Cisco Social Media Strategy Measure Listen Engage Participate in conversation Integrate across channels Promote campaigns & events Monitor conversations Identify influencers Track trends Measure conversation impact Track sentiment Meaningful Conversations

Cisco Aggregation Service Router (ASR 1000) First in New Series of Edge Routers in Nearly a Decade Business: –Fills a gap between 7200 & 7600 routers –Applies to both SP Enterprise markets Innovation: –Worlds most advanced networking SiliconQuantumFlow –New IOS-XE to support SP and Enterprise applications Launch Goal: –Creates cool factor – show the fun side of Cisco –Deliver an online-only launch that builds over time –Increase share of voice online Business: –Fills a gap between 7200 & 7600 routers –Applies to both SP Enterprise markets Innovation: –Worlds most advanced networking SiliconQuantumFlow –New IOS-XE to support SP and Enterprise applications Launch Goal: –Creates cool factor – show the fun side of Cisco –Deliver an online-only launch that builds over time –Increase share of voice online Launch Strategy: Involve the Human Network Use Web 2.0 and video to create buzz and build a community that is passionate about Cisco products

Virtual Launch Event Uber User Video(s) Uber User Group FebMarApr Building a Community in 3-Months and Driving Registration to Launch Event Ask the Expert Event Social Media Buzz Tracking Influencer Outreach PR/Blogger Outreach Social Media Release Social Media Widget Interactive 3D Game Cisco Web Uber User PostCisco BlogASR Announcement Topic Seeding launch Live Cisco Concert Launch Countdown Uber User Site Teaser Release Environmental/TCO Calculator Mobile Web

Generate Buzz & Event Registrations Uber User Campaign Collect registrations to launch event Proliferate videos on YouTube Encourage sharing and viral pick-up Goal

Build Community with Facebook Build community Communicate the FUN side of Cisco Drive audience to register for launch event Goal

Highlight Key ASR Features through 3D Game Learn & Play: Defend the Network from the forces impacting the edge using the ASR Tournament of Aces Learn & Play: Defend the Network from the forces impacting the edge using the ASR Tournament of Aces Appeal to technical audience using new cool means Demonstrate ASR value proposition through game play Encourage sharing through competition Goal

Extend Visibility in Second Life Pre-Event Live Concert Launch Event Countdown Calculator Appeal to technical audience using new cool means Demonstrate ASR value proposition through virtual experience Drive audience to register for launch event Goal Board your personal transport device Surf through the router Live Launch Event Brief Press Virtual

TCO & Environmental Calculators Create interactive web experience Demonstrate two key messages of the ASR Goal Rich interactive tools: –Calculate competitive price comparisons –Determine carbon footprint Rich interactive tools: –Calculate competitive price comparisons –Determine carbon footprint

Encouraging Spread of content with Social Media Widget Encourage sharing with embed capability Enhance web experience on Cisco.com Drive audience to register for launch event Goal Collection of key videos, collateral and images in a widget format Embed into social media release and launch pages Encourage use by allowing spreading of information via embed code Collection of key videos, collateral and images in a widget format Embed into social media release and launch pages Encourage use by allowing spreading of information via embed code

Communication Through Cisco Blogs Intrigue bloggers & customers Encourage viral pick-up Drive audience to register for launch event Goal

Heighten Press Buzz with Teaser Release Cisco Introduces the QuantumFlow Processor: The Worlds Most Advanced Piece of Networking Silicon San Jose, CaliforniaFebruary 25With over 1.3 billion transistors, the new Cisco QuantumFlow processor is set to reshape routing… Feed speculation to extend press coverage by a week Drive audience to register for launch event Goal

Clear & Simple Ensure Accuracy Easy Access Build Community Attention- grabbing Embed Code for Sharing Blogger Outreach via Social Media Release

Include Ciscos Networking Professionals Technical Community Seed Cisco forum with discussion topics Encourage communication between customers Interact with customers – Ask the Expert Goal

Increase Visibility with Mobile Access Abbreviated datasheet Video datasheet Abbreviated datasheet Video datasheet Create interactive web experience Offer multiple ways to consume information Drive audience to register for launch event Goal

Introduce Product Online via Live Online Event 9am PSTUS/Canada/LatAm/ W-C Europe 6pm PSTJapan/China 9pm PSTIndia 12am PSTC/E Europe/ ME/Africa Around the World Launch Events Maximize audience attendance worldwide Showcase high priority of this announcement by Cisco Goal

Follow-the-Sun Global TelePresence Sessions Encourage field to invite customers to CBCs to watch event, discuss and learn more Orchestrate EBC TelePresence session with product team/spokespeople Encourage field to invite customers to CBCs to watch event, discuss and learn more Orchestrate EBC TelePresence session with product team/spokespeople Goal Translate event interest to sales engagement Showcase Walking the Talk, emphasizing ASR drivers

ASR Launch a Success?

CRS-1 Launch Virtual, Viral and Visual Leveraging Web 2.0 technologies Approach: traditional, physical event No travel saved carbon emissions equal to 188 tons of coal or 42,000 gallons of gas Travel: required extensive audience travel to San Jose, CA Global: 9,000+ attendance in 128 countries Size: 100+ attendance in 100 countries Cost less than ONE-SEVENTH of CRS-1 launch expense Cost: $20,000+ in airport car service alone 245 articles, blog posts, 40M+ impressions Coverage: 87 articles, 135 press attended events ASR 1000 Launch

Lessons Learned Fish where the fish are It is OK to show your human side Avoid hidden costs Dont rely too heavily on agencies or outside experts Test, test and test again Emphasize user-generated content Not everything will work Take risks

Where We Are Today campaign interest year press release As of 5/1/10 Campaign bumps Ad hoc, low governance Inconsistent strategy Transactions Measuring activity From

campaign value-add content/services social media base year interest Drive Business Value Through Integrated Social Campaign & Strong Engagement Channels From Campaign bumps Ad hoc, low governance Inconsistent strategy Transactions Measuring activity To Enduring assets Social responsibility Planning discipline Ongoing engagement Demonstrating impact

Social Gaming: Cisco myPlanNet 1.0

Putting It Together: The Life of a Game Taking on a Life of Its Own Thanks to the Power of the Crowd Cisco announces Cisco myPlanNet Facebook fan page attracts new fans daily Press articles Blogs Discussions Social media activation engages new audiences Tweets Circulation in languages other than English Reposting by 3 rd parties on own download sites The power of the crowd 40k Downloads 120k Page views 57k+ Facebook Fans

Crowd Sourcing: Cisco I-Prize Contest Launch/Jan10 Social + WebEx Collaboration TelePresence Finalists 2500 Participants 5300 Votes 3300 Comments 800+ ideas New Business/July

What If Your TV Could…?

Caught on Flip!

Live Customer Polling Via Twitter: Cisco Live 41% of participants in twitter poll selected collaboration as top message during J. Chambers keynote 50% of subscribers participated in twitter poll during P. Warriors keynote 84% of respondents in a poll liked Ciscos use of twitter at Cisco Live!

Executive Thought Leadership: Cisco CTO Padmasree Warrior on Twitter Uses her Twitter Community of over 1.4M followers to: –Amplify Ciscos voice on Cloud and Unified Computing –Share technology insights –Get feedback on her ideas and presentations Uses her Twitter Community of over 1.4M followers to: –Amplify Ciscos voice on Cloud and Unified Computing –Share technology insights –Get feedback on her ideas and presentations

Engaging with Customers Over 20K social mentions per week Interact with customers Change perceptions Henaredegan: Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail Nice! I really like the "Download and Accept License" all in one click - good stuff : sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps!

Putting It Together: The Life of a Game Taking on a Life of Its Own Thanks to the Power of the Crowd Cisco announces Cisco myPlanNet Facebook fan page attracts new fans daily Press articles Blogs Discussions Social media activation engages new audiences Tweets Circulation in languages other than English Reposting by 3 rd parties on own download sites The power of the crowd 40k Downloads 120k Page views 57k+ Facebook Fans

What If Your TV Could…?

Customer Tweets at Cisco Live Cisco just demonstrated throwing a call from one iPhone to another using 2.0 firmware, very awesome. you are making me think Cisco kinda gets social media and web 2.0. Cisco innovation keynote by Warrior CTO of Cisco is engaging. She has mentioned Twitter 6 times. Listening to some VERY smart people here at Cisco gig talking about emerging markets - these guys are impressive. Power of Collaboration... enabled by the Network! The speech was good and it looks like Cisco has a great vision! #ciscolive. Lots of play-by-play tweeting occuring at JCs keynote -- tag with #ciscolive -- exciting energy here in Orlando! #ciscolive

Plan for Change… Communication is the First Step to Change Management Download resource materials Learn about policy Join meetings and events Participate in discussion Forum

Lead by Example… Internal Video Usage by Content Type Marketing Collateral 6% Other 6% Fun 6% Team/ Org/ Theatre Updates 38% Learning process/ Tools 24% Products/ Sales 20% When employees can use social media tools for internal communications and collaboration, productivity rises 26% and employee retention is raised 15%. Source: National Business Research Institute

Reverse Mentoring Program: Leveraging our Gen Y Workforce to Prepare our Executives for Web 2.0

And Experiment… You Never Know What Will Stick!