How Big Companies Use Social Media

Jeanette GibsonCisco

San Francisco | June 23, 2009

“How Cisco Engages Customers, Partners, and Press with Social Media”

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

Telling our Story Via Video Cisco Channels Blog: Partner Summit 2009

http://blogs.cisco.com/channels

Executive Thought Leadership

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

Hosting Events via Twitter: “Tweetup” Turn Online Connections into Real World Events:

Example: http://guy-cisco-telepresence.com

Virtual Events The Vibe: Partner Twitter Environment for

Partner Summit June 2009

Transforming Global Launches 2005

  Launch Execution

  Press Conferences

  U.S. then Global

  PR/AR briefings

  Wide-range Budget Req

  Spokespeople

Today

  Market Conditioning

  Real-time Global Impact

  Customer Interactions

  Community Building

  50-75% Cost Savings

  Thought leadership

Transactions Interactions, Engagement

Leveraging Web 2.0

  Customer Reach

  Telepresence Briefings

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

 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

3.96 Billion Media Impact

Measuring Impact

Q3FY09 Data: Top 300 Traditional Media, Top 150 New Media; Financial Analyst Data; Industry Analyst Data

UCS launch;/Flip

coverage Earnings coverage

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

Engaging Employees: Cisco Communications Center of Excellence

Learning Home Page

Workshop Schedule

Learning Discussion

Forum

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

Key Takeaways

How Big Companies Use Social Media

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