This document outlines objectives and plans for a "Human Network Effect" week-long campaign organized by Cisco's Tiger Team. The campaign aims to: 1) Leverage September events to build momentum around the positive impact of digital connections; 2) Highlight how Cisco technology enables borderless communities to drive social good; 3) Motivate action through an online platform. The key messages are that digital tools empower collaboration on global issues and Cisco is transforming work/life through connectivity. The campaign includes advertising, events partnered with organizations like CGI and WBF, and public tours/demos intended to measure increased brand awareness and association with addressing social issues.

1. 1
Tiger Team
May 21, 2015
The Human Network Effect
Week

2. 2
Objectives
1. Leverage a series of September 2008 events to build momentum, amplify
the message, and create a positive halo effect around the Human Network
Effect campaign.
2. Create an engaging connection between these events that celebrates the
results of the Human Network- which is the Human Network Effect. Focus
on the results created by the human network; make the "effect" the hero, not
just the activation.
3. Generate understanding that Cisco enables and empowers borderless
communities to do good
4. Motivate to act and demonstrate the effect via the platform to improve
everyday life
5. Contribute to the longer term campaign to increase the value of the Cisco
brand AMB before/after change in brand perception in target markets
6. Gain favorable press

3. 3
Key Messages for the Week
§ The Internet has dramatically changed the way people live, work, play and
learn
– The Human Network Effect is the result of what the Internet has made
possible…
– The Internet isn’t a network of computers, it’s a network of people
and people create the wonderful things
– Collaborative tools and technologies enable, accelerate and host the
conversations that address new ways to work, and environmental issues
– Cisco is the company that is changing the way we work, live, play and
learn in new and more sustainable ways
– We believe change is a good thing, and that technology can and should
improve life
§ Together we are more powerful than we could ever be apart...

4. 4
Key Message Architecture
§ The Internet isn’t a network of computers,
it’s a network of people and people create
the wonderful things
The
Human Network
Effect
§ Cisco is the
company that is
changing the way
we work, live, play
and learn in new,
and sustainable
ways
Clinton
Global
Initiative
DigitalLife
World
Business
Forum
Connected
Urban
Development
§ The Human Network Effect is the result of
what the Internet has made possible…
§ Collaborative tools
and technologies
enable, accelerate
and host the
conversations that
address new ways
to work
§ Cisco makes the
consumers’
technology
experiences
(gaming, mobile,
entertainment,
broadband, digital
family) better via
Cisco technologies
§ Cisco can
transform the way
citizens work and
live in ways that
support
sustainability
APAC
Conference
§ Cisco
technologies
allow people to
collaborate and
communicate to
fuel global
business in new,
and sustainable
ways

5. 5
Two Engagement Hooks
1. The World Votes…
on four universal questions across
geographic, social, and
political boundaries
Connects and amplifies September events by:
Feeding voting data to CGI, CUD
and WBF for discussion
Demonstrating the transformation of
world conversations and mobilized
public dialogue
2. Celebrating the Human Network Effect
TP sessions with gurus on what
effect the 40 years of the internet has
had to date and what the future holds

6. 6
Monday Tuesday Wednesday FridaySunday
Human Network Week
ADV
Hook
Event
PR
Sales
Engagement
Media
Cisco.com
Thursday
Launch Adv
Adv Hi fred
Launch WORLD VOTES
Viral, Current TV, Broadcast
TP Event
Today Show
Human Network
Effect Day
Media
Cisco.com
CXO
Event

7. 7
Human Network Effect Week Programming
Monday 9/22
Human Network
Effect
Tuesday 9/23
WORK
Wednesday 9/24
LIVE
Thursday 9/25
LEARN
Friday 9/26
PLAY
Sunday
§ Day 2 Adv Campaign –
high frequency
§ TP with Internet Gurus
§ Today Show
Interview-John
Chambers and
Internet Gurus –
story Teacher without
Boarders
§ Key Customer, CXO
Celebrate the Internet
Reception*
§ Top 10 THNE
Interviews – 2/day
§ JP Morgan Chase Tour
§ TelePresence Global
College Debate*
§ Blogging Press
TelePresence
Discussion
§ Morgan Stanley Tour
§ Tours for Special
Consumer Groups
§ Credit Suisse Tour
§ Reception for WBF
Speakers+Invited
Guests*
§ Top 10 THNE
Interviews – 2/day
§ UBS Tour
§ Public Viewing of
CUD/CGI
TelePresence
§ Sustainability on
The Human
Network-Tours for
WBF Attendees
§ IBM Tour
§ CGI Reception with
Urban Planners,
Public Sector, CGI
Guests*
§ Top 10 THNE
Interviews – 2/day
§ Time Warner Tour
§ Tours for Special
Consumer Groups
§ Concert at HN
Center*
§ Merrill Lynch Tour
§ Birthday Party for the
Internet. Guests are
top technology
leaders from around
the world.*
§ Top 10 THNE
Interviews – 2/day
§ AMEX Tour
§ Tours for Special
Consumer Groups
§ Goldman Sachs
Tour
§ Announce Award to
be Given at 40th
Anniversary
Celebration
§ Closing Party –
Rock Band Celebrity
Networked Game
Demo *
L
A
U
N
C
H
G
8
A
D
V
WBF
DL*
Content
John Chambers
Keynote
CUD/CGI
TelePresence
Executive
Keynote
Voting on Times
Square JumboTron
*Funding is TBD

8. 8
Extending THNE Week
Human Network
Effect Week
Cisco Hosts
40th Anniversary
of the Internet
Employee
Employee Activations
Accentuate the
Celebration
Employee Activations
at a Community Level,
Worldwide
Solidify
Employee
Evangelism for
The Human
Network Effect
October 08-May 09: Planning
and Budgeting for Worldwide
40th Anniversary Celebration
Ripple Effect
e-Book
Viral Socialization
Merchandising the
Experience
Video Documentaries
Cisco.com
2009

9. 9
Measuring Success
§ Strength of the Cisco's association with global issues
§ Create awareness with influential groups - press community, NGOs,
government (Clinton Global Initiative; Business Forum; Nobel)
§ Create excitement and conversation with our key customers and partner
community
§ Create awareness of Cisco among consumers (DigitalLife)
§ Product linkage - Collaboration, TelePresence
§ Create excitement with our heritage customers (the "geek perspective") with
a technology angle (network load, security, etc.)
§ Drive new visitors to cisco.com
§ Cisco gives back - putting "skin in the game."

10. 10
Theme Effect Events Activation
Campaign
Launch
Content
Campaign
Do
Human
Network
Effect
Advertising
9/21-22
High Frequency
8 Markets
Impressions
Work
Live
Play
Learn
WBF – 2K
Business
Leaders
DigitalLlife –
60K Consumers
(Tech Enthusiasts);
1.5K Press;
2.5K Retail /
Channel VIP’S
DigitalLife –
60K Consumers
(Tech Enthusiasts);
1.5K Press;
2.5K Retail /
Channel VIP’S
Effect of
the Internet
CISCO “We”

11. 11
Connections
Keynote
& Gaming Kenoyte
with
CAA Celebs
via TP
Green Award at
Nobel Peace
Concert
Cisco
Human Network
Week
Online – Cisco.com
Connected
Urban
Development
Amsterdam
World
Business
Forum
John
Chambers
Stream JC Session
Stream JC Session
Satellite
at
London
TelePresence JC
With CUD Mayors
Save the Planet Effect
New Collaborative Effect
PR/Media
Breaks down barriers Effect
New Collaborative Effect
40 years of the internet
and how it has
transformed the way we
work, live, play and learn
Icons of
the Net
Past, Present,
Future
TP
Net Effect
Index
Announcement
World Votes
(feeds into
events &
Jumbotron)
Special PR offering
to peek into CGI &
CUD at Local Cisco
TP Room
Stream JC Session
Stream