Case Study: Doobie Brothers - World Gone Crazy Album Debut on TelePresence, UStream and Live

Entertainment in a World Gone Crazy: The Doobie Brothers Album Debut From Cisco’s Perspective October 2010

Foreword  We would like to thank the Doobie Brothers, the band’s management, record label and social media agency for believing in technology so much that they gave us the opportunity to partake in this historic moment as the band embarked on a new journey.  We would also like to acknowledge our partners, AT&T and Marriott for their dedication to and partnership on this event.  We had an unforgettable time pulling this program together, thanks to everyone for the fond memories. Now, let’s get down to business… Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

Objectives  Introduce the new album “World Gone Crazy” by The Doobie Brothers  Expand audience reach and awareness beyond a “concert hall”  Share the vision of how technology and social media can enhance the way we consume entertainment  Bring Cisco technology closer to current and new audiences Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

Key Pillars of the Doobie Brothers Album Debut Watch, Share and Interact in Real Time from Anywhere Live Studio TelePresence UStream Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4

The Format Listen to the Music (no pun intended) Interact with the Band (by asking questions on TelePresence, UStream, Twitter) Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

Meet the Participants  Technology Partners AT&T TelePresence Service Marriott Meeting Centers Cisco  Business Partners Band Management HOR Record Label Cisco Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

Let’s Start with the Big Picture The Road to “World Gone Crazy” Cisco Doobie Brothers (HOR Records) How can this be CiscoTV does HOR done in Discuss tests to determine Plan promoting 2 months? collaboration best way to deliver 90- minute Record Create “Nobody” Is there options with superior music program Doobie YouTube Start to radio enough AT&T and experience over with Brothers preview employee stations time ? Marriott TelePresence CiscoTV Interview video promotions May June July Aug Sep Met HOR HOR HOR and Cisco Social Excitement Doobie exec at HOR Records Records identify Marriott Media builds - Find Brothers a party – TelePresence hires agency TelePresence teams – larger room Live “So what do demo for Facebook locations for start on campus – Concert you do at (July 23 – ads and radio each radio promotion 300 seats 9/27 Cisco?” first official station station city in planning, meeting) contests in prep for winners Facebook, 11 cities and supporting Twitter and contributors blogging Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8

Promotional Activities Across the Board Record company/ agency outreach Radio contest Integrated Cisco outreach strategy Facebook fan page The rest of this presentation Official web site will showcase Cisco’s event strategy and execution Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9

How Did We Achieve Our Objectives? Through an Integrated Outreach Effort  Customer invitations to TelePresence sessions Marcom  Employee communications  Message amplification  Press & blogger  Promotional video outreach, invitation to  Customer, fan Social live and TelePresence & employee PR events Media invitations to  Event press release with UStream Doobie Brothers  Influencer outreach  News@Cisco feature A collaborative effort between Marketing Communications, Social Media and PR Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11

Social Media: Pre-Show Activities Employees Customers Fans  Random drawing for live show  Direct email to  Cisco blogs on and off Cisco domains  Digital signage in cafes selected guests  Twitter campaign  Visible tweets in main café  Influencer outreach via Twitter  Intranet communication  Facebook amplification and ads  YouTube promotional teaser video Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13

The Social Web Embraces the Event Before the Show Third-Party Blogs, Tweets and Retweets Help Spread the Word LightReading Addicted to Vinyl Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

Objectives At Show Facilitate conversations Encourage sharing Tailor execution to incorporate instant audience feedback Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17

Three Levels of Conversations and Sharing Who Is Communicating and How?  Audience with band Level  Cisco fielded questions 1 via UStream Twitter feeds, TelePresence, live  Audience with each other  Via UStream feeds, Twitter  Audience with Cisco  Via UStream feeds, Twitter  Live tweeting and instant concert and behind-the- Level Level scenes pictures by Cisco 3 2 and employees’ personal accounts Our goal Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18

Tailor Execution to Address Audience Feedback Based on Actionable Insight Shared Real Time in Social Media TallnTrue Doug Grimes yeah tonewheel--tommy likes the crowd feedback....cisco? (#dbcisco live at http://ustream/mHwN ) 27 Sep Favorite Retweet Reply stewwpidd pete lewis Can't here the crowd there while they are going through sound board for the show. (#dbcisco live at http://ustream/mHwN ) 27 Sep Favorite Retweet Reply Response  Different camera angles capturing audience participation  Instant pictures conveying audience excitement Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19

Results from the Show Live Studio TelePresence UStream  Over 300 Cisco  11 TelePresence locations  Over 17,300 live views employees and around the US  Around 340 UStream chat guests in studio  Virtual customer and fan interactions with fellow interactions via Q&A fans, Cisco and band  Over 1,000 total instant photo views  International participation Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21

Fan Participation from Around the Globe Increasing Reach through Virtual Event and Social Media The Doobie Brothers "World Gone Deggendorf, Bavaria, here. Good Afternoon America...I'm Crazy" NEW Album Release Live Some more Cisco Commercials logged in from Brisbane will start soon from 7:30AM JST as we expected. Hope the http://Australia..Love these !!just now • Juro Kawakami Concert starts soonjust now • Doobie Brothers just now • Andreas Billmeier Jeremy Hollard Hi everyone Mark here in the UK :-) Hey all Southern Cali just now • “Where are you going to be herejust now • Mark Sainsbury watching @TheDoobieBros album Eve E Jacobs kick-off from?? #dbcisco” Hello From Florida!just Thank you Tonewheel now • from Norway !!just powersellingmom now • Sven Thanks Sveinung Molde originally New http://everyone...from Jersey, my new the UK it's "GOOD Listening to Doobie home San Antonio NIGHT"just now • Brothers in Japan, Tokyo! Afternoon from http://Texas....This is UKDooB Cheers, all! #dbciscojust beautiful Great! just now • now • usvisajp Wisconsinj Susan Kelly ust now • Marchunsky Springfield, MO. David Pregle here:)just now • cz75fan Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22

The Word Continued to Spread on the (Virtual) Street  10+ articles  Wall Street Journal  All Things Digital  TelePresence Options  NBC Bay Area  LightReading  HollywoodLife Magazine  Icon vs. Icon, All Things Pop Culture  And more Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25

How Did Our Efforts Pay Off? Before, During, After Show Total Results Up to 10/05/10  YouTube videos promoting concert and at event: 4,142 total views  Instant and behind-the-scenes pictures: close to 1,300 total views  Total (managed + unmanaged) tweets: est. approx. 1,200  19% of managed (#dbcisco) tweets were retweets  Tweets (Cisco generated) reached over 1.6M people Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26

The Doobie Brothers Fan Page Went Through the Roof Active Promotion by Band Complemented by “Drive to” Activities by Cisco Facebook fan page growth 1,000 to 4,000 in 24 hours to 63,000 fans in < 4 days * * HOR Records managed the Doobie Brothers Facebook campaign Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27

Can’t Get Enough of the Doobies? Watch the Recorded Event UStream video edited and moved to http://doobiebros.com/ Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28

Many Thanks to… In addition to the people and groups we thanked at the beginning of this presentation, we would like to acknowledge and thank the core team members: Xander Uyleman for overall program management and for believing in this project when doubters lurked everywhere, Andrea Daley for marketing communications and Kevin Petschow for PR support, as well as our extended team in Service Provider Marketing, the Cisco TV studio team (super stars Jennifer Mitchell and Bill Burch), and many other Cisco groups Created By Deborah Strickland Petra Neiger deborahs@cisco.com neiger@cisco.com http://twitter.com/deborahs http://twitter.com/petra1400 Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29

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Case Study: Doobie Brothers - World Gone Crazy Album Debut on TelePresence, UStream and Live

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