Cisco and the Social Web Our Adoption and Evolution

1. Cisco and the Social WebOur Adoption and Evolution LaSandra Brill Senior Manager, Social Media Marketing

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

3. Social Media EngagementBrand Ranking Charlene Li, Founder, Altimeter Group July 2009 Report “ENGAGEMENTdb” http://www.engagementdb.com “Companies deeply engaged in social media grew revenues by 18% over last year…companies that were least engaged dropped 6% on average.”

4. Cisco’s Shift in Communications ContentVideo Blogging Goes Mainstream 212% increase in traffic to News@Cisco/New Media 81% lower spend on multimedia in two years

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

6. Social Media Marketing: Solving Business Problems Extends Reach Reduces Cost Engages Customers • $250K SavingsData Center blogging vs. traditional media • ASR 1000 Launch 6x less expensiveReached 90X more people • 1M+ Padmasree Twitter FollowersViral growth through thought leadership • Digital Cribs60,000+ views, 23,000+ comments • Participants from 116 countriesVirtual ASR 9000 launch event • 1.6M Views: “Future of Shopping”“Viral” in Facebook, esp in Asia, Middle East Nexus Launch Collaboration Digital Cribs 2 Digital Cribs CES Unified Computing ASR 1000 ASR 9000 Borderless Networks 2007 2008 2009 Buzz/Leak Management Go-to-Market Using Blogs Buzz + Monitoring Consumer Generated Media Contest Integrated Social Media Plan Social Media Feed Page, Live Blogging Twitter Contest Facebook Viral Video Global, Channel Social Plans

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

8. 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

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

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

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

12. 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

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

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

15. 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 Goal Encouraging Spread of content with Social Media Widget • Encouragesharing with embed capability • Enhance web experience on Cisco.com • Drive audience to register for launch event

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

17. 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

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

19. Goal Include Cisco’s Networking Professionals Technical Community • Seed Cisco forum with discussion topics • Encourage communication between customers • Interact with customers – “Ask the Expert”

20. 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

21. Goal Introduce Product Online via “Live” Online Event Around the World Launch Events 9am PST US/Canada/LatAm/ W-C Europe 6pm PST Japan/China 9pm PST India 12am PST C/E Europe/ ME/Africa • Maximize audience attendance worldwide • Showcasehigh priority of this announcement by Cisco

22. 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 • Translate event interest to sales engagement • Showcase “Walking the Talk,” emphasizing ASR drivers

23. ASR Launch a Success?

24. ASR Launch a Success? CRS-1 Launch ASR 1000 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: $20,000+ in airport car service alone Cost less than ONE-SEVENTH of CRS-1 launch expense 245 articles, 1000+ blog posts, 40M+ impressions Coverage: 87 articles, 135 press attended events

25. 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

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

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

28. Social Gaming:Cisco myPlanNet 1.0www.cisco.com/go/myplannet

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

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

31. “What If Your TV Could…?”

33. Caught on Flip!

34. 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!

35. 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

36. Over 20K social mentions per week Interact with customers Change perceptions Engaging with Customers 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 CiscoSmallBiz: @henaredegan : sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Ym1O8 Henaredegan: @CiscoSmallBiz Nice! I really like the "Download and Accept License" all in one click - good stuff

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

38. “What If Your TV Could…?”

39. “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!” Customer Tweets at Cisco Live

40. Plan for Change…Communication is the First Step to Change Management Downloadresourcematerials Learnaboutpolicy Joinmeetingsand events Participate in discussion Forum

41. Lead by Example…Internal Video Usage by Content Type Fun 6% Marketing Collateral 6% Other 6% Products/ Sales 20% Team/ Org/ Theatre Updates 38% Learning process/ Tools 24% “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

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

43. And Experiment…You Never Know What Will Stick!