cisco and social web adoption

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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!



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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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