The document outlines Cisco's evolution and engagement with social media, highlighting the importance of two-way communication and community building in the Web 2.0 landscape. It presents key metrics showcasing the growth in revenue linked to social media engagement and details Cisco's strategic initiatives in leveraging various platforms for customer interaction and brand amplification. Key takeaways emphasize the necessity of listening, engaging creatively, and measuring success in social media efforts.

1. Cisco and the Social Web
Our Adoption and Evolution
LaSandra Brill
Sr. Manager, Global Social Media
March 2010
lbrill@cisco.com
Twitter: @LaSandraBrill
LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1

2. Agenda
 An Introduction to Social
Media
 Cisco’s Social Media
Journey
 Lessons Learned
 Key Takeaways
LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2

3. Two-Way
Communication
Business in a (not one way)
Web 2.0 World
Build
Communities
(not websites)
Join the
Conversation
(not just in Organic
your domain) (not paid)
Create a
Relationship Integration
(not an event) (not interruption)
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4. Social Media =
Increased Revenue
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 Group
July 2009 Report “ENGAGEMENTdb”
LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4

5. The Conversation Prism:
The New Communications and Social Landscape
Source: Conversation Prism by Brian Solis, www.briansolis.com
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6. The Ladder of Participation
Creators
(27%)
Conversationalists
(37%)
Critics
(29%)
Collectors
(29%)
Joiners
(69%)
Spectators
(69%)
Inactives
(23%)
Source: Forrester Research; Charlene Li and Josh Bernoff,
Groundswell: Winning in a World Transformed by Social Technologies (2008)
LB_Social Media_Mar10 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6

7. Becoming a Conversationalist
Social Media Organization of the Future
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8. Cisco’s Social Media
Journey
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9. Cisco Social Media Strategy
Participation is the Currency of the New Economy
Joining the
Employee
Conversation
and Customer
Listening
ENGAGE LISTEN to the
and apply learning conversation
Meaningful
Participation
PREPARE:
Business
process Strategy
change and
Alignment
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10. Your Personal Compass
Has Not Changed
Abide by
the Rules
Be Responsible Add Value
Be Mindful Be Honest
Be Respectful Be Yourself
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11. Social Media at Cisco
1K+ videos
20 external blogs 2.2M views
500k views/qtr Top video:
# comments Future of Shopping
up 164% (1M views)
108 Cisco feeds with
79 Cisco groups with
200k followers, up 60%
85k fans, up 29%
Top exec: P. Warrior
16k employees on
1.5M+ followers
Cisco group
300+ photos
350+ podcasts
400k views, up 100%
200k streams
Top set: Cisco Live
Rated 5 stars on
(2k views)
iTunes!
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12. Blogging at Cisco
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
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13. Market Awareness
Public Q&A Using Video + Twitter + Blog
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14. Connect on Twitter
Customers, Partners, Analysts, Press
 Amplify Cisco’s
Voice
 Share insights
 Get feedback
 Share information
 200K+ followers
 60% avg. monthly
growth
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15. Respond to the Public
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16. New Ways to Engage with Partners
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17. Hosting Events via Twitter: “Tweetup”
Turn Online Connections into Real World Events
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18. Live Customer Polling Via Twitter
@CiscoLive
 41% of participants in twitter poll
selected collaboration as top
message during J. Chambers’
keynote
 50% of subscribers participated
in twitter poll during P. Warrior’s
keynote
 84% of respondents in a poll
liked Cisco’s use of twitter at
Cisco Live!
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19. Customer Tweets at Cisco Live
“Cisco just demonstrated throwing a call from one iPhone to
another using 2.0 firmware, very awesome.”
“wow @CiscoLive you are making me think Cisco kinda gets
social media and web 2.0.”
“Cisco innovation keynote by Warrior CTO of Cisco is engaging.
She has mentioned Twitter 6 times.”
“Listening to some VERY smart people here at Cisco gig talking
about emerging markets - these guys are impressive.”
“Power of Collaboration ... enabled by the Network! The speech
was good and it looks like Cisco has a great vision! #ciscolive.”
“Lots of play-by-play tweeting occuring at JC’s keynote -- tag with
#ciscolive -- exciting energy here in Orlando!”
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20. Community Engagement
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21. The Proof is in the Numbers
Integrated Social Media Launch Strategy
CRS-1 Launch ASR 1000 Launch
Approach: traditional, physical Virtual, Viral and Visual—Leveraging
event Web 2.0 technologies
No travel ─saved carbon emissions
Travel: required extensive audience equal to 188 tons of coal or 42,000
travel to San Jose, CA gallons of gas
Size: 100+ attendance in 100 Global: 7,000+ attendance in 128
countries countries
Cost: $20,000+ in airport car Cost less than ONE-SIXTH of CRS-1
service alone launch expense
Coverage: 87 articles, 135 press 245 articles, 1000+ blog posts, 45M+
attended events impressions
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22. Cisco’s Social Media Journey
Evolving our Launch and Event Strategy
Reduces Cost Extends Reach Engages Customers
 $250K Savings  Participants from 116 countries  1.4M+ Padmasree Twitter
Data Center blogging vs. Virtual ASR 9000 launch event Followers
traditional media Viral growth through thought
 1.6M Video Views: ISR2 “Future
leadership
 ASR 1000 Launch 6x of Shopping”
less expensive “Viral” in Facebook, esp in Asia,  Digital Cribs
Reached 90X more Middle East 60,000+ views, 23,000+
people comments
Nexus
Launch Digital Collaboration
Digital
Cribs CES Cribs 2
Unified
ASR Computing
ASR 9000 Borderless
1000
Networks
2007 2008 2009
Go-to-Market Buzz + Consumer Integrated Social Media Buzz/Leak Twitter Facebook Global, Channel
Using Blogs Monitoring Generated Media Social Media Feed Page, Management Contest Viral Video Social Plans
Contest Plan Live Blogging
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23. Social Media Launch Schedule
Launch – 10/26
Social Media Monitoring
Influencer Analysis
Cisco Twitter
Cisco Blogs
Other NWS Communities
Distribute videos on YouTube and TubeMogul
Facebook Outreach
Influencers
At Event
Twitcam
Interview
Blog/Twitter Monitoring & Response
3rd Party Blogger & Influencer Engagement
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24. Cisco Company Meetings
Entirely Virtual 6 locations:
 Canada, Israel, United
Kingdom, North Carolina,
Texas and live in San Jose, CA
 11,000+ watching
24
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25. Reverse Mentoring Program:
Leveraging our Gen Y Workforce to Prepare our
Executives for Web 2.0
Web 2.0 Summit, Gen Y Panel, June 2009
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26. Communication Is the First Step to
Change Management
Learning
Home
Page
Workshop
Schedule
Learning
Discussion
Forum
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27. Lessons Learned
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28. Learning the Hard Way
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29. Key Takeaways
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30. Key Takeaways
 Listen to the conversation
 Engage…join relevant social networks to connect
with colleagues/customers
 Experiment…try new ways to interact with your
customers and see what works
 Track your success (Measure hits,
engagement, conversations)
 Be relevant to the message
and medium
 Be yourself and have fun
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31. Resources
 News@Cisco: http://newsroom.cisco.com
 Cisco Blogs: http://blogs.cisco.com
 YouTube: http://www.youtube.com/Ciscovid;
http://www.youtube.com/CiscoPR
 Twitter: http://www.twitter.com/ciscosystems
 Facebook: http://www.facebook.com/Cisco
 Flickr: http://www.flickr.com/groups/cisco/
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