cisco and social web adoption
TRANSCRIPT
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2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialLB_Social Media_Mar10 2
Agenda
An Introduction to SocialMedia
Ciscos Social MediaJourney
Lessons LearnedKey Takeaways
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Business in aWeb 2.0 World
Create a
Relationship(not an event)
Organic
(not paid)
Two-Way
Communication(not one way)
BuildCommunities(not websites)
Integration(not interruption)
Join the
Conversation(not just in
your domain)
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Social Media =Increased Revenue
Companies deeply engaged in socialmedia grew revenues by 18% over
last yearcompanies that were leastengaged dropped 6% on average.
Charlene Li, Founder, Altimeter Group
July 2009 Report ENGAGEMENTdb
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The Conversation Prism:The New Communications and Social Landscape
Source: Conversation Prism by Brian Solis, www.briansolis.com
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Creators(27%)
Critics
(29%)Collectors(29%)
Joiners(69%)
Spectators(69%)
Inactives(23%)
Conversationalists(37%)
The Ladder of Participation
Source: Forrester Research; Charlene Li and Josh Bernoff,
Groundswell: Winning in a World Transformed by Social Technologies (2008)
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Becoming a ConversationalistSocial Media Organization of the Future
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Ciscos Social MediaJourney
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LISTEN to theconversation
PREPARE:Businessprocesschange
ENGAGEand apply learning
MeaningfulParticipation
Cisco Social Media StrategyParticipation is the Currency of the New Economy
Joining theConversation
Employeeand Customer
Listening
Strategyand
Alignment
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Your Personal CompassHas Not Changed
Be Responsible
Abide bythe Rules
Be Mindful
Be Respectful
Add Value
Be Honest
Be Yourself
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Social Media at Cisco
108 Cisco feeds with
200k followers, up 60%
Top exec: P. Warrior1.5M+ followers
79 Cisco groups with
85k fans, up 29%
16k employees onCisco group
20 external blogs
500k views/qtr
# commentsup 164%
300+ photos
400k views, up 100%
Top set: Cisco Live(2k views)
1K+ videos
2.2M views
Top video:Future of Shopping
(1M views)
350+ podcasts
200k streams
Rated 5 stars oniTunes!
2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialLB_Social Media_Mar10 11
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Blogging at Cisco
Why Create conversations with
customers, partners,employees and the public
Platform to discuss the roleof the network
Thought leadershipHow Extensive use of video
increases engagement Integrated blogs with
communications campaigns
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Market AwarenessPublic Q&A Using Video + Twitter + Blog
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Connect on TwitterCustomers, Partners, Analysts, Press
Amplify CiscosVoice
Share insightsGet feedbackShare information200K+ followers
60% avg. monthlygrowth
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Respond to the Public
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New Ways to Engage with Partners
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Hosting Events via Twitter: TweetupTurn Online Connections into Real World Events
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Live Customer Polling Via Twitter@CiscoLive
41% of participants in twitter pollselected collaboration as topmessage during J. Chamberskeynote
50% of subscribers participatedin twitter poll during P. Warriorskeynote
84% of respondents in a pollliked Ciscos use of twitter atCisco Live!
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Customer Tweets at Cisco Live
Cisco just demonstrated throwing a call from one iPhone toanother using 2.0 firmware, very awesome.
wow @CiscoLive 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!
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Community Engagement
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The Proof is in the NumbersIntegrated Social Media Launch Strategy
CRS-1 Launch
Approach: traditional, physicalevent
Travel: required extensive audiencetravel to San Jose, CA
Size: 100+ attendance in 100countries
Coverage: 87 articles, 135 pressattended events
Cost: $20,000+ in airport carservice alone
2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialLB_Social Media_Mar10
Virtual, Viral and VisualLeveragingWeb 2.0 technologies
No travel saved carbon emissions
equal to 188 tons of coal or 42,000gallons of gas
Global: 7,000+ attendance in 128countries
245 articles, 1000+ blog posts, 45M+impressions
ASR 1000 Launch
Cost less than ONE-SIXTH of CRS-1launch expense
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Ciscos Social Media JourneyEvolving our Launch and Event Strategy
2007 20092008
NexusLaunch
ASR1000
DigitalCribs
ASR 9000
UnifiedComputing
BorderlessNetworks
CollaborationDigitalCribs 2CES
Go-to-MarketUsing Blogs
Buzz +Monitoring
ConsumerGenerated Media
Contest
IntegratedSocial Media
Plan
Social MediaFeed Page,
Live Blogging
Buzz/LeakManagement
TwitterContest
FacebookViral Video
Global, ChannelSocial Plans
$250K SavingsData Center blogging vs.
traditional media
ASR 1000 Launch 6xless expensive
Reached 90X morepeople
Reduces Cost
Participants from 116 countriesVirtual ASR 9000 launch event
1.6M Video Views: ISR2 Futureof ShoppingViral in Facebook, esp in Asia,
Middle East
Extends Reach
1.4M+ Padmasree TwitterFollowersViral growth through thoughtleadership
Digital Cribs60,000+ views, 23,000+comments
Engages Customers
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Social Media Launch Schedule
Cisco Twitter
Cisco Blogs
Other NWS Communities
Blog/Twitter Monitoring & Response
3rd Party Blogger & Influencer Engagement
InfluencersAt Event
Twitcam
Interview
Facebook Outreach
Distribute videos on YouTube and TubeMogul
Social Media Monitoring
Launch 10/26
Influencer Analysis
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Entirely Virtual 6 locations:
Canada, Israel, UnitedKingdom, North Carolina,
Texas and live in San Jose, CA 11,000+ watching
Cisco Company Meetings
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Reverse Mentoring Program:Leveraging our Gen Y Workforce to Prepare ourExecutives for Web 2.0
Web 2.0 Summit, Gen Y Panel, June 2009
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Communication Is the First Step toChange Management
LearningHomePage
Workshop
Schedule
LearningDiscussion
Forum
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Lessons Learned
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Learning the Hard Way
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Key Takeaways
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Resources
News@Cisco: http://newsroom.cisco.comCisco Blogs: http://blogs.cisco.comYouTube: http://www.youtube.com/Ciscovid;
http://www.youtube.com/CiscoPR
Twitter: http://www.twitter.com/ciscosystemsFacebook: http://www.facebook.com/Cisco
Flickr: http://www.flickr.com/groups/cisco/
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