The document discusses Cisco's social media strategy for promoting its new video communication product called Cisco ūmi. Some key aspects of the strategy included leveraging partners, influencers and celebrities on platforms like Facebook and Twitter to drive awareness. Aggressive social media marketing led to over 1 million trial experiences, 500,000 website visitors and strong initial interest. The strategy also involved listening to fans and engaging with them on social media to build relationships and gather feedback.

1. Cisco ūmi:
Driving Awareness
through Social Media
February 2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

2. Bring Your Friends and Family into Your Living Room with Your HD Television
Connect Cisco ūmi to your HD television so you can be there for everything,
from birthday parties to bedtime stories. Cisco ūmi makes it easy to be together
for life's moments—big and small.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

3. New Market Adoption Highlights Results: Strong Initial Interest
 Successful ūmi launch event  Extensive media coverage –
Today Show, USA Today, CNN…
 Innovative Advertising, Product
1M Trial Experiences
Integration (Oprah)
500K visitors to website
 Aggressive social
media/influencer marketing  286K Google search results
100K contest entries
 Mobile/Mall Experiential Tour
20K Facebook fans
 Partner Marketing (BBY, Verizon)
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4. •To drive awareness of a new video communication
experience
•To educate people on the experience that ūmi
enables
•To create communities of interest for people to
share their own personal stories and ideas
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5. Mobile
Web Video
Partner Actionable
Marketing Listening
Celebrity
Influencer Special
Outreach Offers
Contests
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6. How did we use social media on our Cisco ūmi
platforms?
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7. OpenID on Cisco ūmi
marketing website
drives visitors to
Facebook
500,000+ Visitors to
Cisco marketing
website
Thousands of “Likes”
on Cisco.com videos
linked to Facebook
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8. http://www.cisco.com/web/mobile/sol/cons/index.html
To enhance the consumer experience
by:
Directly linking 1,000,000+ consumer trial
experiences at mall and tour van
Tracking specific promotions offline that
lead to an online visit
Driving engagement to the product
website and social media websites
generating 100K+ contest entries
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9. Objective
Encourages people to share their personal
stories about who they would like to connect with
over ūmi to drive awareness
Results Enter-to-Win Sweepstakes
100,000+ Contest and Sweepstakes
Submissions
Hundreds of comments on blog platform
User Generated Photo Contest
Cisco ūmi 50 for 50 Blog Contest
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10. How did we leverage influencers and partners to
drive social media awareness around Cisco ūmi?
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11. Objective
• To drive awareness through
partnerships with online and offline
influencers and communities
Results
• 20,000+ views on blog posts tied to
partnerships
• 3000+ moms participated in Tweet-Ups
reaching over 2.5 million Twitter
accounts in 4 weeks
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12. Objective
• To enlist celebrity influencers to
increase product awareness
Results
• Ryan Seacrest tweets reached over
4,000,000 Followers on Twitter
• Voluntary syndication by Ellen Page
• Reached 250,000+ Ellen Page Fans
on Facebook and generated hundreds
of “Likes” and comments
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13. First Week Results:
• Partnered with Best Buy and
Magnolia Home Theater to
promote BOGO on their
Facebook and Twitter
• 50,000+ views on “Limited
Offer” Tab
• 3000+ New “Likes”
• ~125 Million impressions on
BOGO Ad on Facebook
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14. How did we listen and engage with our Cisco ūmi
fans?
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15. Objective
• To monitor conversations about
Cisco ūmi, competitor and
industry as a whole
• To engage and build
relationships in real-time with
people who are interested in
Cisco ūmi
Results
• Over 400,000 post view
interactions on Facebook
• Harvesting insights from
consumers
• Awareness of customer support
assistance
Where did we listen?
Facebook
Twitter
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16. Objective
• Share ūmi expertise
• Build relationships with fan base
• Connect with current and potential
customers
Results
• 20,000+ Facebook Fans in 90 days
• 20,000+ “Likes” on Facebook wall
posts and photo albums
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17. Objective
• Connect with current and
potential customers
• Instant access to share ūmi
expertise
• Stream of ideas, news, content,
and link sharing about ūmi
Results
• Reached over 7 million on
Twitter since launch
• Celebrities and high level
bloggers tweeting and retweeting
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18. • Make your listening actionable and engage with your fans
• Support needs to be provided where requested (i.e. Facebook,
Twitter, etc)
• Resources need to be put in place before-hand: Subject Matter
Experts to answer
• Use celebrities’ passion to help increase awareness of your
product
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19. Social Media Strategy and Execution
3Marketeers
Social Media Applications on Facebook
Involver
WildFire
Facebook Strategy and Media
Facebook
Experiential Marketing
The Marketing Arm
Product and Celebrity Videos
Ogilvy
PR
The Outcast Agency
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19

20. The Cisco ūmi Marketing Team: Ken Wirt, Mike Kisch, Tony Wan, Jeffrey Marusak,
Richard Mullen, Elizabeth Adkison, Kate Blood, Fernando Segura, Jim Brady and
the OutCast Agency for all of their support with Cisco ūmi social media activities.
The Cisco Consumer Business Unit and all of the partners, agencies, influencers,
and Cisco teams who worked to make the launch of Cisco ūmi a success!
Thank you to Petra Neiger for her contributions to this presentation.
Last but not least, thank you to all of the Cisco ūmi Fans for joining in the
conversations and for supporting Cisco ūmi!
By: Zoya Fallah
zfallah@cisco.com
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20

21. Thank you