Cisco and the Social Web Our Adoption and Evolution

LaSandra Brill Senior Manager, Global Social Media

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” 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 Engagement Brand Ranking

Cisco’s Shift in Communications Content Video Blogging Goes Mainstream

212% increase in traffic to News@Cisco/New Media 81% lower spend on multimedia in two years

Cisco Mentions by Media Type

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May

Blogs Forums MicroMedia Other

•  Nearly 60 percent of our conversations on the social web are on Twitter • 91% neutral conversation sentiment

Social Media Marketing: Solving Business Problems

2007 2009 2008

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  1.4M+ Padmasree Twitter

Followers Viral growth through thought

leadership

 Digital Cribs 60,000+ views, 23,000+

comments

Engages Customers

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

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

Cisco Social Media Strategy

  Participate in conversation

  Integrate across channels

  Promote campaigns & events

  Monitor conversations   Identify influencers

  Track trends

  Measure conversation

impact   Track sentiment

Meaningful Conversations

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 Widget Interactive 3D Game Cisco Web

Uber User Post Cisco Blog ASR 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

 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

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

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

 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/China 9pm PST India 12am 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

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 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, 1000+ blog posts, 40M+ impressions Coverage: 87 articles, 135 press

attended events

ASR 1000 Launch

Transforming Global Launches 2005

  Launch Execution  Press Conferences  U.S. then Global

 PR/AR briefings  Wide-range Budget Req

 Spokespeople

Today

 Market Conditioning

 Real-time Global Impact  Customer Interactions  Community Building   50-75% Cost Savings  Thought leadership

Transactions Interactions, Engagement

Leveraging Web 2.0

 Customer Reach

 Telepresence Briefings

Using Video to Tell our Story and Reach Customers (Then…)

Today…Meaningful Engagement Public Q&A Using Video + Twitter + Blog

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

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!

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!”

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

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

Cisco/NBC Flip Sponsorship Flip videos posted on NBCOlmypics.com

•  26 Flip videos •  292k Flip video

minutes watched •  650k page views

Social Media Release: Cisco to Power NBC's All-HD Coverage of Vancouver Olympic Winter Games

http://newsroom.cisco.com/dlls/2010/prod_010610.html 3496 views

Caught on Flip!

Social Gaming: Cisco myPlanNet 1.0

www.cisco.com/go/myplannet

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 3rd 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…?”

“What If Your TV Could…?”

Your Personal Social Media Compass Has Not Changed

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!

Create a relationship

(not an event)

Build Communities (not websites)

Two Way Communication (not one way)

Organic (not synthetic)

Integration (not

interruption)

Being Everywhere

(not just in your domain)

Key Takeaways