This is the presentation I shared at the Social Networking Conference in June 2010 at Beverly Hills. Great conference!

1. Cisco and the Social Web
Our Adoption and Evolution
LaSandra Brill
Senior Manager, Global Social Media

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

3. Social Media Engagement Rank Company
Brand Ranking 1 Starbucks
2 Dell
3 E-Bay
4 Google
5 Microsoft
“Companies deeply engaged in 6 Thomson Reuters
social media grew revenues by 7 Nike
18% over last year…companies 8 Amazon
9 SAP
that were least engaged dropped 10 Intel
6% on average.” 11 Yahoo
12 Blackberry
13 Accenture
14 Oracle
15 Cisco
16 Pepsi
Charlene Li, Founder, Altimeter Group 17 MTV
July 2009 Report “ENGAGEMENTdb” 18 Sony
http://www.engagementdb.com 19 Disney
20 Adidas

4. 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

5. Cisco Mentions by Media Type
Blogs Forums MicroMedia Other
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
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
• Nearly 60 percent of our conversations on the social web are on Twitter
• 91% neutral conversation sentiment

6. Social Media Marketing:
Solving Business Problems
Reduces Cost Extends Reach Engages Customers
 $250K Savings  Participants from 116 countries  1.4M+ Padmasree Twitter
Data Center blogging vs. Virtual ASR 9000 launch event Followers
traditional media Viral growth through thought
 1.6M Views: “Future of Shopping” leadership
 ASR 1000 Launch 6x “Viral” in Facebook, esp in Asia,
less expensive Middle East  Digital Cribs
Reached 90X more 60,000+ views, 23,000+
people comments
Nexus
Launch Digital Collaboration
Digital
Cribs CES Cribs 2
Unified
ASR Computing
ASR 9000 Borderless
1000
Networks
2007 2008 2009
Go-to-Market Buzz + Consumer Integrated Social Media Buzz/Leak Twitter Facebook Global, Channel
Using Blogs Monitoring Generated Media Social Media Feed Page, Management Contest Viral Video Social Plans
Contest Plan Live Blogging

7. 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

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

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
Uber User Site Social Media Widget Calculator
Cisco Web
Interactive 3D Game Mobile Web
PR/Blogger Social Media Teaser Influencer
Outreach Social Media Release
Buzz Tracking Release Outreach
Topic Seeding “Ask the Expert” Event
launch
Feb Mar Apr

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

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

12. 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
Goal  Demonstrate ASR value proposition through game play
 Encourage ‘sharing’ through competition

13. 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
Goal  Demonstrate ASR value proposition through virtual
experience
 Drive audience to register for launch event

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

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

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

17. 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…
Goal  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- Embed Code
grabbing for Sharing

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

20. Increase Visibility with Mobile Access
 Abbreviated
datasheet
 Video datasheet
Goal  Create interactive web experience
 Offer multiple ways to consume information
 Drive audience to register for launch event

21. 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
Goal  Maximize audience attendance worldwide
 Showcase high priority of this announcement by Cisco

22. 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

23. ASR Launch a Success?

24. ASR Launch a Success?
CRS-1 Launch ASR 1000 Launch
Virtual, Viral and Visual
Approach: traditional, physical Leveraging Web 2.0
event technologies
No travel ─saved carbon emissions
Travel: required extensive audience equal to 188 tons of coal or 42,000
travel to San Jose, CA gallons of gas
Global: 9,000+ attendance in 128
Size: 100+ attendance in 100 countries
countries
Cost: $20,000+ in airport car Cost less than ONE-SEVENTH of
service alone CRS-1 launch expense
Coverage: 87 articles, 135 press 245 articles, 1000+ blog posts, 40M+
attended events impressions

25. Transforming Global Launches
2005 Today
 Launch Execution  Market Conditioning
 Press Conferences  Telepresence Briefings
 U.S. then Global  Real-time Global Impact
 Customer Reach  Customer Interactions
 PR/AR briefings  Community Building
 Wide-range Budget Req  50-75% Cost Savings
 Spokespeople  Thought leadership
Transactions Interactions, Engagement
Leveraging Web 2.0

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

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

28. 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

29. 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!

30. 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!”

31. Engaging with Customers
• Over 20K social Henaredegan: Cisco you suck - I have to
register & then click bloody download
mentions per week and accept about a thousand times just
to get updated firmware. #wtf #fail
• Interact with customers
CiscoSmallBiz: @henaredegan : sorry to
• Change perceptions 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

32. 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 3496
http://newsroom.cisco.com/dlls/2010/prod_010610.html
views

33. Caught on Flip!

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

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

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

37. “What If Your TV Could…?”

38. “What If Your TV Could…?”

39. Your Personal Social
Media Compass Has Not Changed

40. 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

41. Lead by Example…
Internal Video Usage by Content Type
Marketing Fun
Collateral 6% Other
6% 6%
Products/
Sales 20%
Team/ Org/
Theatre
Updates
38% “When employees can use
Learning
process/
social media tools for internal
Tools communications and
24%
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!

44. Key Takeaways
Create a Two Way
relationship Communication
(not an event) (not one way)
Build
Organic
Communities
(not synthetic)
(not websites)
Being
Integration Everywhere
(not (not just in your
interruption) domain)