BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit http://gaspedal.com/blogwell In the BlogWell San Francisco case study presentation, "How Cisco Engages Customers, Partners, and Press with Social Media," Director, New Media Corporate Communications Jeanette Gibson describes how created billions of media impressions for half the traditional cost, as well as successful tactics to get executive involvement in engaging the public. Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell

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

3. 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

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

5. Executive Thought Leadership

6. 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

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

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

9. 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

10. 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

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

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

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

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

15. Key Takeaways

17. How Big Companies Use Social Media
Learn more about upcoming and past BlogWells:
http://gaspedal.com/blogwell
or
live@gaspedal.com