Cisco's Social Media Journey

© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 1

Cisco and the Social Web Our Adoption and Evolution

LaSandra Brill Sr. Manager, Global Social Media March 2010 [email protected] Twitter: @LaSandraBrill


Agenda

 An Introduction to Social Media

 Cisco’s Social Media Journey

  Lessons Learned

 Key Takeaways


Business in a Web 2.0 World

Create a Relationship (not an event)

Organic (not paid)

Two-Way Communication

(not one way)

Build Communities (not websites)

Integration (not interruption)

Join the Conversation

(not just in your domain)


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”


The Conversation Prism: The New Communications and Social Landscape

Source: Conversation Prism by Brian Solis, www.briansolis.com


Creators (27%)

Critics (29%)

Collectors (29%)

Joiners (69%)

Spectators (69%)

Inactives (23%)

Conversationalists (37%)

The Ladder of Participation

Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008)


Becoming a Conversationalist Social Media Organization of the Future


Cisco’s Social Media Journey

8


LISTEN to the conversation

PREPARE: Business

process change

ENGAGE and apply learning

Meaningful Participation

Cisco Social Media Strategy Participation is the Currency of the New Economy

Joining the Conversation Employee

and Customer Listening

Strategy and

Alignment


Your Personal Compass Has Not Changed

Be Responsible

Abide by the Rules

Be Mindful

Be Respectful

Add Value

Be Honest

Be Yourself


Social Media at Cisco

108 Cisco feeds with 200k followers, up 60%

Top exec: P. Warrior 1.5M+ followers

79 Cisco groups with 85k fans, up 29% 16k employees on

Cisco group

20 external blogs 500k views/qtr # comments

up 164%

300+ photos 400k views, up 100% Top set: Cisco Live

(2k views)

1K+ videos 2.2M views Top video:

Future of Shopping (1M views)

350+ podcasts 200k streams

Rated 5 stars on iTunes!



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


Market Awareness Public Q&A Using Video + Twitter + Blog


Connect on Twitter Customers, Partners, Analysts, Press

 Amplify Cisco’s Voice

 Share insights

 Get feedback

 Share information

  200K+ followers

  60% avg. monthly growth

14


Respond to the Public


New Ways to Engage with Partners


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


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!


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!”


Community Engagement


The Proof is in the Numbers Integrated Social Media Launch Strategy

CRS-1 Launch Approach: traditional, physical event

Travel: required extensive audience travel to San Jose, CA

Size: 100+ attendance in 100 countries

Coverage: 87 articles, 135 press attended events

Cost: $20,000+ in airport car service alone

© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10

Virtual, Viral and Visual—Leveraging Web 2.0 technologies

No travel ─saved carbon emissions equal to 188 tons of coal or 42,000 gallons of gas

Global: 7,000+ attendance in 128 countries

245 articles, 1000+ blog posts, 45M+ impressions

ASR 1000 Launch

Cost less than ONE-SIXTH of CRS-1 launch expense

21


Cisco’s Social Media Journey Evolving our Launch and Event Strategy

2007 2009 2008

Nexus Launch

ASR 1000

Digital Cribs

ASR 9000

Unified Computing

Borderless Networks

Collaboration Digital Cribs 2 CES

Go-to-Market Using Blogs

Buzz + Monitoring

Consumer Generated Media

Contest

Integrated Social Media

Plan

Social Media Feed Page,

Live Blogging

Buzz/Leak Management

Twitter Contest

Facebook Viral Video

Global, Channel Social Plans

 $250K Savings Data Center blogging vs. traditional media

 ASR 1000 Launch 6x less expensive Reached 90X more people

Reduces Cost  Participants from 116 countries

Virtual ASR 9000 launch event

 1.6M Video Views: ISR2 “Future of Shopping” “Viral” in Facebook, esp in Asia, Middle East

Extends Reach  1.4M+ Padmasree Twitter

Followers Viral growth through thought leadership

 Digital Cribs 60,000+ views, 23,000+ comments

Engages Customers


Social Media Launch Schedule

Cisco Twitter

Cisco Blogs

Other NWS Communities

Blog/Twitter Monitoring & Response

3rd Party Blogger & Influencer Engagement

Influencers At Event

Twitcam Interview

Facebook Outreach

Distribute videos on YouTube and TubeMogul

Social Media Monitoring Launch – 10/26

Influencer Analysis

© 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential LB_Social Media_Mar10 24 24

Entirely Virtual 6 locations:

 Canada, Israel, United Kingdom, North Carolina, Texas and live in San Jose, CA

  11,000+ watching

Cisco Company Meetings


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


Communication Is the First Step to Change Management

Learning Home Page

Workshop Schedule

Learning Discussion

Forum


Lessons Learned

27


Learning the Hard Way


Key Takeaways

29


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


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/
