This document summarizes a presentation by Cisco executives Craig Rosenberg and Petra Neiger on Cisco's social media strategy and journey. Some key points: - Cisco has evolved from a one-way communication model to focus on two-way conversations, building communities, and joining discussions. - Cisco's social media engagement has helped increase revenues while least engaged companies saw a 6% drop in revenues. - Cisco's social media efforts aim to reduce costs, extend reach, and engage customers through initiatives like blogs, videos, contests and more. - Critical factors for success include aligning social goals to business objectives and having subject matter experts involved in planning and engagement.

1. How to Succeed in Social Media Marketing: Real World Perspective from a Networking GiantCraig Rosenberg, FocusPetra Neiger, CiscoSeptember 28, 2010

2. Introduction to Today’s SpeakersCraig RosenbergLeader, Focus Expert NetworkB2B Blogger, Funnelholic.comPetra NeigerSenior Manager, Social Media MarketingCisco

3. Cisco and the Social WebOur Journey and EvolutionPetra Neiger, Senior Manager, Social Media Marketingwww.twitter.com/petra1400September 28, 2010

4. Two-Way Communication (not one way)Business in a Web 2.0 WorldBuild 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 GroupJuly 2009 Report “ENGAGEMENTdb”http://www.engagementdb.com

6. Cisco’s Social Media JourneySolve Business Problems, Uncover OpportunitiesReduces CostExtends ReachEngages Customers$250K SavingsData Center blogging vs. traditional mediaASR 1000 Launch 6x less expensiveReached 90X more peopleParticipants from 116 countriesVirtual ASR 9000 launch event1.6M Video Views: ISR2 “Future of Shopping”“Viral” in Facebook, esp in Asia, Middle East1.4M+ Padmasree Twitter FollowersViral growth through thought leadershipDigital Cribs60,000+ views, 23,000+ commentsNexus LaunchCollaborationDigital Cribs 2Digital CribsCRS-3 CESWhat If ContestmyPlanNetUnified ComputingASR 1000ASR 9000Borderless Networks2010200720092008Integrated social media planGo-to-MarketUsing BlogsBuzz +MonitoringConsumer Generated Media ContestIntegrated Social Media PlanSocial Media Feed Page, Live BloggingBuzz/LeakManagementTwitterContestFacebookViral VideoGlobal, Channel Social PlansVideo ContestSerious Gaming

7. ListenEngageMeasureCisco Social Media StrategyParticipation is the Currency of the New EconomyMonitor conversationsIdentify influencersEngage in discussionInvite to commentBranded channelsShareConverseIntegrateExcite, embraceNurtureMeasure conversation impactTrack sentimentMeaningful Conversations

8. Critical Factors to ConsiderThey Can Make or Break Your EffortsSocial media goal alignment to business objectivesExpectation settingSubject matter experts and social media managers “in it” togetherPlatforms, tools identified, purpose definedPlanningEngagement practices

9. ASR 1000 Launch StrategyUse Drivers Creating Need for ASR to Promote ASRIntrigueAppealCompare Reveal ShareParticipatePlay Discover Virtual Net/Uber UsersPress TeaserTCO/Environmental CalculatorCisco ASR 1000 SeriesGlobal Virtual EventSocial Media Widget, Blogs, YouTube“Ask the Expert” Discussion ForumFacebook CommunityTelePresence SessionsSecond Life Engagement3DGame

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

11. ASR 9000 Launch StrategyUse Drivers Creating Need for ASR to Promote ASRDownload AnticipateCompare SeeCisco ASR 9000 SeriesTalkExperiencePlay Lessons learned from ASR 1000 integrated into ASR 9000 launchAll-around campaign integrationRe-evaluation of ASR 1000 vehicles and methodsPost-launch momentum part of planning

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

13. Example of a Social Media Launch ScheduleLaunch 10/26Social Media MonitoringInfluencer AnalysisCisco TwitterCisco BlogsOther CommunitiesDistribute videos on YouTube and TubeMogulFacebook OutreachInfluencersAt EventTwitcamInterview Blog/Twitter Monitoring & Response3rd Party Blogger & Influencer Engagement

14. CiscoLive 2010 A Hybrid Event Success StoryWell-orchestrated social strategy and cross-company collaborationFirst geo-location event engagementResultsAbout 50,000 total tweets during event300 tweets per hour*1,000 tweets during John Chambers keynote*About 26% of @CiscoLive tweets were retweetsProof of concept for B2B geo-location games *Of a managed stream of 10,000; results from unmanaged streams excluded

15. Crowd Sourcing: Cisco I-Prize2,500 Participants5,300 Votes3,300 Comments800+ IdeasContest Launch/Jan10 Social + WebExCollaborationTelePresenceFinalistsNewBusiness/July

16. “What If Your TV Could…?” 178 video submissions5.9M video views22K video ratings Total reach: 488,636

17. Serious Gaming:Cisco myPlanNet 1.0www.cisco.com/go/myplannetDigital Marketing AwardsFinalist

18. The Life of a GameTaking on a Life of Its Own Thanks to the Power of the CrowdFacebook fan pageattracts new fans dailySocial media activationengages new audiencesThe power of the crowdCirculation in languages other than EnglishPress articles Cisco announcesCisco myPlanNetReposting by 3rd parties on own download sites40k+ Downloads 120k+ Page views74k+ Facebook Fans BlogsTweetsDiscussions

19. Executive Thought Leadership Cisco CTO Padmasree Warrior on TwitterUses her Twitter Community of ~1.4M followers to:Amplify Cisco’s voice on Cloud and Unified ComputingShare technology insightsGet feedback on her ideas and presentationsProvide personal information

20. Cisco Channels ChatDigital Marketing AwardsFinalistA monthly video broadcast on Ustream with Cisco executives and experts covering partner-focused topics Engage Cisco partners around the globeInteract using video, social media, and free tools Allow executives to interact with partners and vice versa8 sessions with close to 50,000 live views and many replays

21. Engaging with CustomersHenaredegan: Cisco you suck - I have to register & then click bloody download and accept about a thousand times just to get updated firmware. #wtf #failJust being present will impact your sentimentInteract with customersChange perceptionsCiscoSmallBiz: @henaredegan : sorry to hear about downloads issues. We created a page for easier firmware downloads, hope this helps! http://bit.ly/3Ym1O8Henaredegan: @CiscoSmallBiz Nice! Ireally like the "Download and Accept License" all in one click - good stuff

22. Cisco Networking AcademyMember ambassadors and Cisco moderators spreading the knowledge together113k+ Facebook Fans Highly Active MembersTurn Members into Ambassadors

23. Plan for Change…Communication is the First Step to Change ManagementDownloadresourcematerialsLearnaboutpolicyJoinmeetingsand eventsParticipate in discussion Forum

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

25. Question and Answer SessionUnanswered questions will be addressed on Focus.com To Connect with Petra Neiger:Blog: http://petra1400.blogspot.com/Twitter: @Petra1400Linkedin: http://www.linkedin.com/in/petra1400SlideShare: /petra1400To Connect with Craig Rosenberg:Blog: http://www.funnelholic.comTwitter: @funnelholicLinkedIn: http://www.linkedin.com/in/craigrosenbergTo learn more about Focus:Visit: http://www.focus.comTo contact Focus, please write to Sarah Miller: smiller@focus.com