The story of how Cisco entered a new consumer market using integrated social media. Cisco umi.

1. February 2011 Cisco ūmi: Driving Awareness through Social Media

2. Meet ūmi Bring Your Friends and Family into Your Living Room with Your HD Television Connect Cisco ūmi to your HD television so you can be there for everything, from birthday parties to bedtime stories. Cisco ūmi makes it easy to be together for life's moments—big and small.

4. 1M Trial Experiences

5. 500K visitors to website

6. 286K Google search results

7. 100K contest entries

8. 20K Facebook fans

9. Successful ūmilaunch event

10. Innovative Advertising, Product Integration (Oprah)

11. Aggressive social media/influencer marketing

12. Mobile/Mall Experiential Tour

14. To educate people on the experience that ūmi enables

16. How did we use social media on our Cisco ūmi platforms?

18. 500,000+ Visitors to Cisco ῡmimarketing website

20. Tracking specific promotions offline that lead to an online visit

22. 100,000+ Contest and Sweepstakes Submissions

23. Hundreds of comments on blog platformResults Enter-to-Win Sweepstakes User Generated Photo Contest Cisco ūmi 50 for 50 Blog Contest

24. How did we leverage influencers and partners to drive social media awareness around Cisco ūmi?

25. Aggressive Influencer and Partner Marketing Objective To drive awareness through partnerships with online and offline influencers and communities Results 20,000+ views on blog posts tied to partnerships 3000+ moms participated in Tweet-Ups reaching over 2.5 million Twitter accounts in 4 weeks

26. Objective To enlist celebrity influencers to increase product awareness Results Ryan Seacrest tweets reached over 4,000,000 Followers on Twitter Voluntary syndication by Ellen Page Reached 250,000+ Ellen Page Fans on Facebook and generated hundreds of “Likes” and comments Celebrity Influencer Outreach

27. Special Offers: Buy One ῡmi, Get One Free Offer on Facebook First Week Results: Partnered with Best Buy and Magnolia Home Theater to promote BOGO on their Facebook and Twitter 50,000+ views on “Limited Offer” Tab 3000+ New “Likes” ~125 Million impressions on BOGO Ad on Facebook

28. How did we listen and engage with our Cisco ūmi fans?

29. Objective To monitor conversations about Cisco ūmi, competitor and industry as a whole To engage and build relationships in real-time with people who are interested in Cisco ūmi Results Over 400,000 post view interactions on Facebook Harvesting insights from consumers Awareness of customer support assistance Where did we listen? Facebook Twitter Actionable Listening

30. Cisco ūmi Engagement: Facebook Objective Share ūmi expertise Build relationships with fan base Connect with current and potential customers Results 20,000+ Facebook Fans in 90 days 20,000+ “Likes” on Facebook wall posts and photo albums

31. Cisco ūmi Engagement: Twitter Objective Connect with current and potential customers Instant access to share ūmi expertise Stream of ideas, news, content, and link sharing about ūmi Results Reached over 7 million on Twitter since launch Celebrities and high level bloggers tweeting and retweeting

32. Lessons Learned Make your listening actionable and engage with your fans Support request can come from anywhere (i.e. Facebook, Twitter, etc) and you need to be prepared Resources need to be put in place before-hand: Subject Matter Experts to answer Use celebrities’ passion to help increase awareness of your product

33. A Special Thank you to….. The Cisco ūmi Marketing Team: Ken Wirt, Mike Kisch, Tony Wan, Jeffrey Marusak, Richard Mullen, Elizabeth Adkison, Kate Blood, Fernando Segura, Jim Brady and the OutCastAgnecyfor all of their support with Cisco ūmi social media activities. The Cisco Consumer Business Unit and all of the partners, agencies, influencers, and Cisco teams who worked to make the launch of Cisco ūmia success! Thank you to Petra Neiger for her contributions to this presentation. Last but not least, thank you to all of the Cisco ūmiFans for joining in the conversations and for supporting Cisco ūmi! By: Zoya Fallahzfallah@cisco.com