How Big Companies Use Social Media
San Francisco | June 23, 2009
Jeanette Gibson
Cisco
“How Cisco Engages Customers, Partners,
and Press with Social Media”

Blogging at Cisco
blogs.cisco.com
Why…
 Create conversations with
customers, partners,
employees and the public
 Platform to discuss the role
of the network
 Thought leadership
How…
 Extensive use of video
increases engagement
 Integrated blogs with
communications campaigns

Telling our Story Via Video
Cisco Channels Blog: Partner Summit 2009
http://blogs.cisco.com/channels

Executive Thought Leadership

Executive Thought Leadership:
Cisco CTO Padmasree Warrior on Twitter
 Uses her Twitter Community of over 500K followers to:
– Amplify Cisco’s voice on Cloud and Unified Computing
– Share technology insights
– Get feedback on her ideas and presentations

Hosting Events via Twitter: “Tweetup”
Turn Online Connections into Real World Events:
Example: http://guy-cisco-telepresence.com

Virtual Events
The Vibe: Partner Twitter Environment for
Partner Summit June 2009

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

Communications Launch Activity Results
CEO TelePresence News Briefing
 Telepresence audience: Press and analysts
from 8 locations: London, Munich, Paris,
New York, Boxborough, San Francisco, San
Jose, Toronto
 Live web broadcast available to public
Cisco and partners:
Accenture, BMC, EMC,
Intel, Microsoft, VMware 3.96 Billion Media Impact
 Record high traffic for Cisco blogs. 500+
comments in blogosphere about Cisco
 3,100 Tweets; 455K Twitter Impressions
 21 Published Analyst Reports
 100% Sell Side Analysts Issued Reports

Measuring Impact
UCS
Earnings launch;/Flip
coverage coverage
Q3FY09 Data: Top 300 Traditional Media, Top 150 New Media; Financial Analyst
Data; Industry Analyst Data

Reinforce Engagement Via Governance
Your Personal Social Media Compass Has Not Changed

Engaging Employees:
Cisco Communications Center of Excellence
Learning
Home
Page
Workshop
Schedule
Learning
Discussion
Forum

Internal Awareness & Education:
Web 2.0 Summit Series – Virtual, Global

Key Takeaways

How Big Companies Use Social Media
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