A brief overview of social media today followed by Cisco's social media journey and case studies

1. How to Succeed in Social Media Marketing: Real World Perspective from a Networking Giant Craig Rosenberg, Focus Petra Neiger, Cisco September 28, 2010

2. Introduction to Today’s Speakers Craig Rosenberg Leader, Focus Expert Network B2B Blogger, Funnelholic.com Petra Neiger Senior Manager, Social Media Marketing Cisco

3. Cisco and the Social Web Our Journey and Evolution Petra Neiger, Senior Manager, Social Media Marketing www.twitter.com/petra1400 September 28, 2010

4. Two-Way Communication (not one way) Business in a Web 2.0 World Build Communities (not websites) Join the Conversation (not just in your domain) Organic (not paid) Create a Relationship (not an event) Integration (not interruption)

5. Social Media EngagementBrand Ranking “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” http://www.engagementdb.com

6. Cisco’s Social Media JourneySolve Business Problems, Uncover Opportunities Reduces Cost Extends Reach Engages Customers $250K SavingsData Center blogging vs. traditional media ASR 1000 Launch 6x less expensiveReached 90X more people Participants from 116 countriesVirtual ASR 9000 launch event 1.6M Video Views: ISR2 “Future of Shopping”“Viral” in Facebook, esp in Asia, Middle East 1.4M+ Padmasree Twitter FollowersViral growth through thought leadership Digital Cribs60,000+ views, 23,000+ comments Nexus Launch Collaboration Digital Cribs 2 Digital Cribs CRS-3 CES What If Contest myPlanNet Unified Computing ASR 1000 ASR 9000 Borderless Networks 2010 2007 2009 2008 Integrated social media plan Go-to-Market Using Blogs Buzz + Monitoring Consumer Generated Media Contest Integrated Social Media Plan Social Media Feed Page, Live Blogging Buzz/Leak Management Twitter Contest Facebook Viral Video Global, Channel Social Plans Video Contest Serious Gaming

7. Listen Engage Measure Cisco Social Media StrategyParticipation is the Currency of the New Economy Monitor conversations Identify influencers Engage in discussion Invite to comment Branded channels ShareConverse IntegrateExcite, embraceNurture Measure conversation impact Track sentiment Meaningful Conversations

8. Critical Factors to ConsiderThey Can Make or Break Your Efforts Social media goal alignment to business objectives Expectation setting Subject matter experts and social media managers “in it” together Platforms, tools identified, purpose defined Planning Engagement practices

9. ASR 1000 Launch StrategyUse Drivers Creating Need for ASR to Promote ASR Intrigue Appeal Compare Reveal Share Participate Play Discover Virtual Net/Uber Users Press Teaser TCO/Environmental Calculator Cisco ASR 1000 Series Global Virtual Event Social Media Widget, Blogs, YouTube “Ask the Expert” Discussion Forum Facebook CommunityTelePresence Sessions Second Life Engagement 3DGame

10. The Proof is in the NumbersLaunch Reaches More, Costs Less

11. ASR 9000 Launch StrategyUse Drivers Creating Need for ASR to Promote ASR Download Anticipate Compare See Cisco ASR 9000 Series Talk Experience Play Lessons learned from ASR 1000 integrated into ASR 9000 launch All-around campaign integration Re-evaluation of ASR 1000 vehicles and methods Post-launch momentum part of planning

12. CRS-3 Launch Results More than 1,000 original articles 176 articles in “Top 50” media outlets Media impact score = 5.6 billion

13. Example of a Social Media Launch Schedule Launch 10/26 Social Media Monitoring Influencer Analysis Cisco Twitter Cisco Blogs Other Communities Distribute videos on YouTube and TubeMogul Facebook Outreach Influencers At Event Twitcam Interview Blog/Twitter Monitoring & Response 3rd Party Blogger & Influencer Engagement

14. CiscoLive 2010 A Hybrid Event Success Story Well-orchestrated social strategy and cross-company collaboration First geo-location event engagement Results About 50,000 total tweets during event 300 tweets per hour* 1,000 tweets during John Chambers keynote* About 26% of @CiscoLive tweets were retweets Proof of concept for B2B geo-location games *Of a managed stream of 10,000; results from unmanaged streams excluded

15. Crowd Sourcing: Cisco I-Prize 2,500 Participants 5,300 Votes 3,300 Comments 800+ Ideas Contest Launch/Jan10 Social + WebEx Collaboration TelePresence Finalists New Business/July

16. “What If Your TV Could…?” 178 video submissions 5.9M video views 22K video ratings Total reach: 488,636

17. Serious Gaming:Cisco myPlanNet 1.0www.cisco.com/go/myplannet Digital Marketing Awards Finalist

18. The Life of a GameTaking on a Life of Its Own Thanks to the Power of the Crowd Facebook fan pageattracts new fans daily Social media activationengages new audiences The power of the crowd Circulation in languages other than English Press articles Cisco announcesCisco myPlanNet Reposting by 3rd parties on own download sites 40k+ Downloads 120k+ Page views 74k+ Facebook Fans Blogs Tweets Discussions

19. Executive Thought Leadership Cisco CTO Padmasree Warrior on Twitter Uses her Twitter Community of ~1.4M followers to: Amplify Cisco’s voice on Cloud and Unified Computing Share technology insights Get feedback on her ideas and presentations Provide personal information

20. Cisco Channels Chat Digital Marketing Awards Finalist A monthly video broadcast on Ustream with Cisco executives and experts covering partner-focused topics Engage Cisco partners around the globe Interact using video, social media, and free tools Allow executives to interact with partners and vice versa 8 sessions with close to 50,000 live views and many replays

21. Engaging with Customers Henaredegan: Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #fail Just being present will impact your sentiment Interact with customers Change perceptions CiscoSmallBiz: @henaredegan : sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Ym1O8 Henaredegan: @CiscoSmallBiz Nice! Ireally like the "Download and Accept License" all in one click - good stuff

22. Cisco Networking Academy Member ambassadors and Cisco moderators spreading the knowledge together 113k+ Facebook Fans Highly Active Members Turn Members into Ambassadors

23. Plan for Change…Communication is the First Step to Change Management Downloadresourcematerials Learnaboutpolicy Joinmeetingsand events Participate in discussion Forum

24. And Experiment…You Never Know What Will Stick!

25. Question and Answer Session Unanswered questions will be addressed on Focus.com To Connect with Petra Neiger: Blog: http://petra1400.blogspot.com/ Twitter: @Petra1400 Linkedin: http://www.linkedin.com/in/petra1400 SlideShare: /petra1400 To Connect with Craig Rosenberg: Blog: http://www.funnelholic.com Twitter: @funnelholic LinkedIn: http://www.linkedin.com/in/craigrosenberg To learn more about Focus: Visit: http://www.focus.com To contact Focus, please write to Sarah Miller: smiller@focus.com