Cisco's Social Media Journey

Cisco and the Social Web Our Adoption and Evolution LaSandra Brill Sr. Manager, Global Social Media March 2010 lbrill@cisco.com Twitter: @LaSandraBrill LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1

Two-Way Communication Business in a (not one way) Web 2.0 World Build Communities (not websites) Join the Conversation (not just in Organic your domain) (not paid) Create a Relationship Integration (not an event) (not interruption) LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3

Social Media = Increased Revenue Companies deeply engaged in social media grew revenues by 18% over last year…companies that were least engaged dropped 6% on average. Charlene Li, Founder, Altimeter Group July 2009 Report “ENGAGEMENTdb” LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4

The Conversation Prism: The New Communications and Social Landscape Source: Conversation Prism by Brian Solis, www.briansolis.com LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5

The Ladder of Participation Creators (27%) Conversationalists (37%) Critics (29%) Collectors (29%) Joiners (69%) Spectators (69%) Inactives (23%) Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008) LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6

Cisco Social Media Strategy Participation is the Currency of the New Economy Joining the Employee Conversation and Customer Listening ENGAGE LISTEN to the and apply learning conversation Meaningful Participation PREPARE: Business process Strategy change and Alignment LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9

Your Personal Compass Has Not Changed Abide by the Rules Be Responsible Add Value Be Mindful Be Honest Be Respectful Be Yourself LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10

Social Media at Cisco 1K+ videos 20 external blogs 2.2M views 500k views/qtr Top video: # comments Future of Shopping up 164% (1M views) 108 Cisco feeds with 79 Cisco groups with 200k followers, up 60% 85k fans, up 29% Top exec: P. Warrior 16k employees on 1.5M+ followers Cisco group 300+ photos 350+ podcasts 400k views, up 100% 200k streams Top set: Cisco Live Rated 5 stars on (2k views) iTunes! LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11

Blogging at Cisco 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 LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12

Connect on Twitter Customers, Partners, Analysts, Press   Amplify Cisco’s Voice   Share insights   Get feedback   Share information   200K+ followers   60% avg. monthly growth LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14

Live Customer Polling Via Twitter @CiscoLive   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! LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 18

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!” LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19

The Proof is in the Numbers Integrated Social Media Launch Strategy CRS-1 Launch ASR 1000 Launch Approach: traditional, physical Virtual, Viral and Visual—Leveraging event Web 2.0 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 Size: 100+ attendance in 100 Global: 7,000+ attendance in 128 countries countries Cost: $20,000+ in airport car Cost less than ONE-SIXTH of CRS-1 service alone launch expense Coverage: 87 articles, 135 press 245 articles, 1000+ blog posts, 45M+ attended events impressions LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21

Cisco’s Social Media Journey Evolving our Launch and Event Strategy 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 Video Views: ISR2 “Future leadership  ASR 1000 Launch 6x of Shopping” less expensive “Viral” in Facebook, esp in Asia,  Digital Cribs Reached 90X more Middle East 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 LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22

Social Media Launch Schedule Launch – 10/26 Social Media Monitoring Influencer Analysis Cisco Twitter Cisco Blogs Other NWS Communities Distribute videos on YouTube and TubeMogul Facebook Outreach Influencers At Event Twitcam Interview Blog/Twitter Monitoring & Response 3rd Party Blogger & Influencer Engagement LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 23

Cisco Company Meetings Entirely Virtual 6 locations:   Canada, Israel, United Kingdom, North Carolina, Texas and live in San Jose, CA   11,000+ watching 24 LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 24

Reverse Mentoring Program: Leveraging our Gen Y Workforce to Prepare our Executives for Web 2.0 Web 2.0 Summit, Gen Y Panel, June 2009 LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 25

Communication Is the First Step to Change Management Learning Home Page Workshop Schedule Learning Discussion Forum LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 26

Key Takeaways   Listen to the conversation   Engage…join relevant social networks to connect with colleagues/customers   Experiment…try new ways to interact with your customers and see what works   Track your success (Measure hits, engagement, conversations)   Be relevant to the message and medium   Be yourself and have fun LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 30

Resources   News@Cisco: http://newsroom.cisco.com   Cisco Blogs: http://blogs.cisco.com   YouTube: http://www.youtube.com/Ciscovid; http://www.youtube.com/CiscoPR   Twitter: http://www.twitter.com/ciscosystems   Facebook: http://www.facebook.com/Cisco   Flickr: http://www.flickr.com/groups/cisco/ LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 31

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Cisco's Social Media Journey

by LaSandra Brill

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