A metrics readout describing the results of the social media engagement for Cisco Live 2013 (Orlando, FL). The Social Media Hub was a physical space that was used as a vehicle to facilitate this engagement.

1. 1© 2010 Cisco and/or its affiliates. All rights reserved.
July 2013
Charlie Treadwell, Bernadette Koscielniak, George Metrik,
Davythe Dicochea, Kathleen Mudge, LaSandra Brill–
Social Media Marketing
GolinHarris
Cisco Live! Social Media Hub
Comprehensive Report

2. © 2010 Cisco and/or its affiliates. All rights reserved. 2
The social media team had two primary goals at
Cisco Live! 2013….
Enhance the experience for
in-person attendees
and
Create brand content and elevate
user content

3. © 2010 Cisco and/or its affiliates. All rights reserved. 3
• Created an on-site hub with screens showing real-time content and
conversations from the event
• Staffed the hub for the first time with community managers and content
creators to engage attendees as Cisco Live on Twitter and Facebook
• Created over 100 real-time graphics to address key conversations and
elevate key messages

4. © 2010 Cisco and/or its affiliates. All rights reserved. 4
• The Social Media Hub team
• Drove 40M impressions
• Accounting for ~20% of the overall Cisco Live impressions
• Cisco Live! social media mentions
• Created 227M impressions
• 46k total social mentions
• Mentions doubled from 2012 to 2013
• #CLUS trended nationally on Twitter
twice during the show
• Social Media Hub team’s engagement volume was
so high at one point that it exceeded Twitter’s
engagement limits

5. © 2010 Cisco and/or its affiliates. All rights reserved. 5
“Across all categories, we saw record satisfaction
scores, engagement in educational sessions and a
general excitement for Cisco’s strategic direction as well
as the overall Cisco Live experience”
--Blair Christie, CMO
“#CLUS is like Christmas… as soon as it's over, I'm
already looking forward to next year! Thanks
@CiscoLive, it was an awesome event!”
--Rolf Schaerer, CCIE

6. © 2010 Cisco and/or its affiliates. All rights reserved. 6
• Social Media Hub Performance
• Cisco Live Visibility
• Cisco Live Insights
• Recommendations

7. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 77© 2010 Cisco and/or its affiliates. All rights reserved.

8. © 2010 Cisco and/or its affiliates. All rights reserved. 8
• The Social Media Hub content
creation and engagement team
drove 40M impressions or nearly
20% of the overall impressions
generate from the event through
direct attendee engagement and
real-time content creation
• Created an average of 30 pieces of
creative imagery in real-time a day
Change perception and behavior
• Building the Cisco brand:
Supported key messages from
keynotes by creating and
sharing images in real-time.
• Enhancing attendee
experience: Provided mobile
chargers, little extras and
contests to keep attendees
engaged and excited.
• Addressing issues: Limited
mobile app outage conversation
by sharing information within
minutes of reported outage and
assisting attendees on an
individual level
Increased engagement and visibility

9. © 2010 Cisco and/or its affiliates. All rights reserved. 9
90
322 370 387
307 266
0
100
200
300
400
500
Sat Sun Mon Tue Wed Thu
4 RTs
18,801 Imps
7 RTs
36,826 Imps
3 RTs
17,636 Imps
21 RTs
33,765 Imps
12 RTs
18,390 Imps
44 RTs
75,088 Imps
10 RTs
20,492 Imps
66 RTs
65,194 Imps
12 RTs
28,632 Imps
31 RTs
32,458 Imps
24 RTs
28,406 Imps
The Social Media Hub team proactively drove more than 1,700 engagements during the course of
the show with more than 100 real-time, custom images produced. This integrated content
production and engagement approach drove more than 3,000 engagements with key
stakeholders, more than 8,000 clicks, and nearly 40M social impressions.
Sent Posts

10. © 2010 Cisco and/or its affiliates. All rights reserved. 10
• The Social Media Hub was mentioned 647 times as a meeting place, a place to watch the
keynotes, and in a positive way.
• Mentions were spread throughout the show and peaked around keynotes and afternoon
contests / engagements

11. © 2010 Cisco and/or its affiliates. All rights reserved. 11
• The Social Media Hub produced used real-time data to capture trends that guided
content creation
• Daily and intermittent reports kept members at all levels of the organization informed
about performance and emerging trends of the show. These trends and stats even
guided Blair Christie’s keynote content

12. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1212© 2010 Cisco and/or its affiliates. All rights reserved.

13. © 2010 Cisco and/or its affiliates. All rights reserved. 13
• Twitter was the most used channel to talk about Cisco Live!. This should not come as a surprise given the
medium lends itself nicely to comment on ongoing events and conversations were reinforced through the
Cisco Live Social Media Hub
• Mentions across Facebook, Blogs and Mainstream News had a much different flow than on Twitter.
Whereas the latter peaked towards the start of the event concentrating on key announcements, blog pieces
were more frequently found at the end of the week suggesting write-ups of the entire event
Twitter
94%
Facebook
3%
Blogs
1%
Images
1%Mainstream
News
1%
Twitter
Facebook
Blogs
Images
Mainstream News
Comments
Forum Replies
Videos
Forums
Twitter 43,077
Facebook 1,444
Blogs 416
Images 313
Mainstream News 285
Comments 198
Forum Replies 144
Videos 143
Forums 32
Total Mentions 46,051
*Forums, Forum Replies, Videos and Comments represented less than
1% of the total conversations

14. © 2010 Cisco and/or its affiliates. All rights reserved. 14
0
2,000
4,000
6,000
8,000
10,000
12,000
Jun-5|Jun-18
Jun-6|Jun-19
Jun-7|Jun-20
Jun-8|Jun-21
Jun-9|Jun-22
Jun-10|Jun-23
Jun-11|Jun-24
Jun-12|Jun-25
Jun-13|Jun-26
Jun-14|Jun-27
Jun-15|Jun-28
Jun-16|Jun-29
Jun-17|Jun-30
Jun-18|Jul-1
Jun-19|Jul-2
Preshow Day 1 Day 2 Day 3 Day 4 Day 5 Postshow
2012
2013
• Looking at Cisco Live! and the five days preceding and following
it, 2013 drove more than double the conversations of 2012.
0
500
1,000
1,500
2,000
2012
0
500
1,000
1,500
2,000
2,500
2013
Top Topics by Year

15. © 2010 Cisco and/or its affiliates. All rights reserved. 15
• There have been over 46,051 mentions of Cisco Live! throughout the month of June
• Anticipation for the event started as early as two weeks before opening Sunday and momentum build up
continuously up until the 23rd
• Conversation volume naturally accelerated with the start of Cisco Live! and culminated with John
Chambers’ keynote on Tuesday, the 25th of June
• The concluding two days were a mirror image of the first two before overall engagement quickly tallied off
towards the weekend
0
2000
4000
6000
8000
10000
12000
Beginning of Cisco Live
John Chambers
Keynote

16. © 2010 Cisco and/or its affiliates. All rights reserved. 16
• New Catalyst product announcements
dominated conversations on the second day
• John Chambers and Robert Lloyd drove Cisco
Live! mentions with their respective keynotes on
Tuesday and Wednesday
• 90% of conversations were positive*
• 83% of June Cisco Live! conversations occurred
during the duration of the event
• The functionality of the mobile app was widely
commented on and received a lot of praise
0
2000
4000
6000
8000
10000
12000
6/22/2013 6/23/2013 6/24/2013 6/25/2013 6/26/2013 6/27/2013 6/28/2013
0
200
400
600
800
1000
1200
1400
1600
1800
Negative Positive
John Chambers
Keynote
Robert Lloyd
keynote
New Catalyst
announcements
Availability and
functionality of
the mobile app
*excluding neutral

17. © 2010 Cisco and/or its affiliates. All rights reserved. 17
30366
900
700
579
415
365
354
290
286
219
0 5000 10000 15000 20000 25000 30000 35000
#clus
#cisco
#ciscolive
#ioe
#clscavenger
#ccie
#emc
#flexpod
#gamechanger
#sdn
Total Count
Insights
• Attendees adopted and used hashtags beyond just event (#clus) hashtag.
• #IoE and #CCIE are evergreen tags that benefited from the overall increase in volume around Cisco
Live!. People used #gamechanger to organize thoughts about Nexus 7700, we will track to see if this
hashtag continues to be used.
• #clscavenger hashtag organized content specific to an on the ground activation.

18. © 2010 Cisco and/or its affiliates. All rights reserved. 18
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Postive
Neutral
Negative
• Both #clus and #ccie drove extremely positive conversations.
• Overall, #clus conversations were generically positive with commenters heralding a great
presentation, great interactions with peers, or a great day at Cisco Live. Additionally, the super-charged
wifi drove a number of positive conversations.
• The CCIE party, along with individuals receiving their CCIE certification, drove the majority of positive
#ccie conversations. Negativity arose around long check-in lines and the bus transportation to the party.
• On average top hashtag conversations were 10 times more positive than negative.

19. © 2010 Cisco and/or its affiliates. All rights reserved. 19
• Although the vast majority of mentions originated from the US, the map above demonstrates the vast reach
and engagement of Cisco Live! in June
• The US and Canada represented nearly nine in ten mentions
• Conversations in Europe were led by the UK, Finland and Netherlands which benefitted from attendees
sharing their journey to and in Orlando

20. © 2010 Cisco and/or its affiliates. All rights reserved. 20
California 2,528
Florida 1,330
North Carolina 942
Texas 880
Massachusetts 579
Georgia 524
New York 393
Illinois 355
Pennsylvania 341
Wisconsin 315
*Out of a 25,000 sample size
Top Conversations
by State
• The majority of conversations originated from accounts based in California – home to both Cisco HQ and
Silicon Valley. Secondly, Floridians heavily conversed as Cisco Live! was held in Orlando.
• Out of the top 20 conversation driving states, 10 were located on the East Coast.
• Within the sample size only Montana and North Dakota did not receive interactions, and the states
represented in white drove less than 50 conversations apiece.

21. © 2010 Cisco and/or its affiliates. All rights reserved. 21• Source: FB Insights / Sprinklr
52 RTs
75k Reach
43 RTs
43k Reach
55 Shares
19k Reach
13 RTs
1.48M Reach
3 RTs
1.48M Reach
9 RTs
1.47M Reach
Content was designed to both lead topical discussion as well as elevate and respond
to attendee conversations

22. © 2010 Cisco and/or its affiliates. All rights reserved. 22
52 RTs
75k Reach
3 RTs
1.48M Reach
During all the keynotes key messages were pulled and made into graphics in
real-time to reinforce brand messages as well as increase sharability of those
messages. We also elevated user comments that gained traction and
supported Cisco’s brand and reputation.

23. © 2010 Cisco and/or its affiliates. All rights reserved. 23
0
200
400
600
800
1,000
1,200
1,400
22-Jun 23-Jun 24-Jun 25-Jun 26-Jun 27-Jun 28-Jun
@replies
@Mentions
RT's
Insights
The highest volume of Twitter retweeting came on
Wednesday around “nerds” post
Monday had the highest amount of interactions
based on welcoming attendees and answering
questions.
Results
18,558 Total Followers
1,263 New Followers
1,742 Brand Posts
891 RTs
3,707 @Mentions
659 @Replies

24. © 2010 Cisco and/or its affiliates. All rights reserved. 24
Insights
Facebook was used by attendees as they planned
and traveled to Cisco Live! but gave way to Twitter
as the key channel for attendees and those
following the event.
Results
19,630 Total Followers
1,053 New Followers
19 Brand Posts
146 Shares
106 Comments
1,182 Likes
0
50
100
150
200
250
300
350
400
450
500
22-Jun 23-Jun 24-Jun 25-Jun 26-Jun 27-Jun 28-Jun
Likes
Comments
Shares

25. 25© 2010 Cisco and/or its affiliates. All rights reserved.
Thank You!