Cisco and the Social Web Our Adoption and Evolution

LaSandra BrillSenior Manager, Social Media MarketingLaSandra BrillSenior 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+ podcasts200k streams

Rated 5 stars on iTunes!

300+ photos400k views, up 100%Top set: Cisco Live

(2k views)

2k+ videos4M+ viewsTop 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”

http://www.engagementdb.com

Charlene Li, Founder, Altimeter Group

July 2009 Report “ENGAGEMENTdb”

http://www.engagementdb.com

Rank Company

1 Starbucks

2 Dell

3 E-Bay

4 Google

5 Microsoft

6 Thomson Reuters

7 Nike

8 Amazon

9 SAP

10 Intel

11 Yahoo

12 Blackberry

13 Accenture

14 Oracle

15 Cisco

16 Pepsi

17 MTV

18 Sony

19 Disney

20 Adidas

Social Media EngagementBrand Ranking

Social Media EngagementBrand Ranking

Cisco’s Shift in Communications ContentVideo Blogging Goes Mainstream

0%

50%

100%

Q2 FY06

Q3 FY06

Q4 FY06

Q1 FY07

Q2 FY07

Q3 FY07

Q4 FY07

Q2 FY08

Q3 FY08

Q4 FY08

Q1FY09

Q2FY09

Q3FY09

Q4FY08

Q1FY10

News Releases

Features

Produced Video

Podcasts

Blogs

Video Blogs

0%

50%

100%

Q2 FY06

Q3 FY06

Q4 FY06

Q1 FY07

Q2 FY07

Q3 FY07

Q4 FY07

Q2 FY08

Q3 FY08

Q4 FY08

Q1FY09

Q2FY09

Q3FY09

Q4FY08

Q1FY10

News Releases

Features

Produced Video

Podcasts

Blogs

Video Blogs

212% increase in traffic to News@Cisco/New 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

2007 20092008

Nexus Launch

ASR 1000

Digital Cribs

ASR 9000

Unified Computing

Borderless Networks

CollaborationDigital Cribs 2CES

Go-to-MarketUsing Blogs

Buzz +Monitoring

Consumer Generated Media

Contest

Integrated Social Media

Plan

Social Media Feed Page, Live Blogging

Buzz/LeakManagement

TwitterContest

FacebookViral Video

Global, Channel Social Plans

$250K SavingsData 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

FollowersViral growth through thought

leadership

Digital Cribs60,000+ views, 23,000+

comments

Engages Customers

Cisco Social Media Strategy

MeasureMeasure

ListenListen

EngageEngage

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: – World’s most advanced networking Silicon—QuantumFlow– 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: – World’s most advanced networking Silicon—QuantumFlow– 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 NetworkUse 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

Feb Mar Apr

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 WidgetInteractive 3D Game

Cisco Web

Uber User PostCisco Blog ASR Announcement

Topic Seeding

launch

Live Cisco ConcertLaunch Countdown

Uber User Site

Teaser Release

Environmental/TCO CalculatorMobile 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 ConcertLaunch 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 deviceSurf through the router

Live Launch EventBrief 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 World’s Most Advanced Piece of Networking Silicon

San Jose, California—February 25—With 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 Cisco’s 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 PST US/Canada/LatAm/W-C Europe

6pm PST Japan/China9pm PST India12am PST C/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?

ASR Launch a Success?

CRS-1 Launch

Virtual, Viral and VisualLeveraging 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 countriesSize: 100+ attendance in 100

countriesCost less than ONE-SEVENTH of CRS-1 launch expense

Cost: $20,000+ in airport car service alone

245 articles, 1000+ 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

Don’t 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 baseyear

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

www.cisco.com/go/myplannet

Putting It Together: The Life of a GameTaking on a Life of Its Own Thanks to the Power of the Crowd

Cisco announcesCisco myPlanNet

Facebook fan pageattracts new fans daily

Press articles

Blogs

Discussions

Social media activationengages new audiences

Tweets

Circulation in languages other than English

Reposting by 3rd parties on own download sites

The power of the crowd

40k Downloads 120k Page views57k+ Facebook

Fans

Crowd Sourcing: Cisco I-Prize

Contest Launch/Jan10

Social + WebExCollaboration

TelePresenceFinalists

2500 Participants5300 Votes

3300 Comments800+ ideas

NewBusiness/July

“What If Your TV Could…?”

Caught on Flip!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. Warrior’s

keynote

84% of respondents in a poll liked Cisco’s 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 Cisco’s 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 Cisco’s 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

• 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

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

Henaredegan: @CiscoSmallBiz Nice! I really like the "Download and

Accept License" all in one click - good stuff

Henaredegan: @CiscoSmallBiz Nice! I really like the "Download and

Accept License" all in one click - good stuff

CiscoSmallBiz: @henaredegan : sorry to hear about downloads issues. We created a page for easier firmware

downloads, hope this helps! http://bit.ly/3Ym1O8

CiscoSmallBiz: @henaredegan : sorry to hear about downloads issues. We created a page for easier firmware

downloads, hope this helps! http://bit.ly/3Ym1O8

Putting It Together: The Life of a GameTaking on a Life of Its Own Thanks to the Power of the Crowd

Cisco announcesCisco myPlanNet

Facebook fan pageattracts new fans daily

Press articles

Blogs

Discussions

Social media activationengages new audiences

Tweets

Circulation in languages other than English

Reposting by 3rd parties on own download sites

The power of the crowd

40k Downloads 120k Page views57k+ 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.”

“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 JC’s keynote -- tag with #ciscolive -- exciting energy here in Orlando!”

“Cisco just demonstrated throwing a call from one iPhone to another 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 JC’s keynote -- tag with #ciscolive -- exciting energy here in Orlando!”

Plan for Change…Communication is the First Step to Change Management

Downloadresourcematerials

Learnaboutpolicy

Joinmeetings

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!