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Leslie Lau, Cisco Systems @lelau

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http://www.youtube.com/watch?v=BJSjbttGaVM

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The Story Chapter

Social First Chapter

The Strategy Chapter

The Execution Chapter

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Internet of Things 2011

Tomorrow Starts Here 2012

Internet of Everything 2012 >

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http://blogs.cisco.com/news/the-internet-of-things-infographic/

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Our target market was the CXO/BDM – the executives leading their organizations. They

are expected to think big and dream new ideas, leading teams that do the same.

Goal

Measurement

• Drive awareness;

• Demonstrate thought

leadership; and

• Position Cisco as a “partner to

transform your business”

• Increase Share of Voice and Reach in the future

technology space, elevating the conversation from IoT to

IoE

• Increase paid, viral, and organic impressions of thought

leadership content deployed by key executives

• Increase numbers of followers, engagements, views, and

mentions affiliated with executives

• Increase influential mentions of content and number of

social shares, referrals, and engagements by enlisting

the help of employees to advocate on behalf of the

brand, creating evangelists

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Seed. Participation in the conversation through social listening insights

and a deep understanding of the business imperative landscape.

Storytelling commenced with an optimal seeding strategy in FY13.

Grow. Foster connections and grow the spread of ideas and the creation

of new ones through social activations.

Foster. Tell brand stories and incite conversation through those who

participate, influence and advocate.

Lead. Create shareable content that brings the brand to life at scale using

the power of data, forward leaning ideas, and all the things that Cisco

makes possible.

Seed

Lead

Foster

Grow

FY13

FY14

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EX

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content

content sid

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vis

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footer/creative

#CiscoEmp

driven

Launch

Day

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Monday Tuesday Thursday Friday

Wednesday – Live Twitter Stream

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Requires Innovation and Doing Business Differently

Listen and Collect

Data

Social First: Seed,

Lead Be a Storyteller Foster and Grow -

Engage Your

Audience

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“When the Internet emerged just over two decades ago, it changed everything. But what we're about to see makes that pale in comparison,"

John Chambers, Chairman and Chief Executive Officer, Cisco

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Thank you.