1 © 2005 Cisco Systems, Inc. All rights reserved. HARNESSING THE POWER OF THE INTERNET FOR MARKETING THOMAS WYATT SENIOR MANAGER, CISCO SYSTEMS VP, PROGRAMS

1© 2005 Cisco Systems, Inc. All rights reserved.

HARNESSING THE POWER OF THE INTERNET FOR MARKETING

THOMAS WYATTSENIOR MANAGER, CISCO SYSTEMSVP, PROGRAMS IABC SILICON VALLEY

222© 2005 Cisco Systems, Inc. All rights reserved.© 2004 Cisco Systems, Inc. All rights reserved.10147_08_2004_c5 222

Cisco Systems—Worldwide Leader in Networking for the Internet

INCREASE PRODUCTIVITY

MAINTAIN COMPETITIVE ADVANTAGE

IMPROVE CUSTOMER SATISFACTION

Cisco Public


Internet Applications Fuel Productivity

E-LEARNINGE-LEARNINGWORKFORCE OPTIMIZATIONWORKFORCE OPTIMIZATION

SUPPLY CHAINMANAGEMENTSUPPLY CHAINMANAGEMENT

CUSTOMER CARE

CUSTOMER CARE

E-COMMERCEE-COMMERCE

• $2.2 billion FY ’04 Benefits from Internet capabilities

• Incremental return on investment—year after year


Scaling Marketing via Internet Applications

Process ChangeProcess Change ++ ApplicationsApplications


CASE STUDYNEWS@CISCO

555© 2005 Cisco Systems, Inc. All rights reserved.Presentation_ID


Reaching Key Audiences

PublicPublic

Influencers

Audiences

Public Customers, Partners, Resellers, Investors, Employees

InfluencersPress, Industry Analysts, Financial Analysts, Institutional Investors


Online Newsrooms Today

Relationship Information Archive


Before News@Cisco: Archive-Based Newsroom

• Point-in-time communication

• Few tools

• Failed to addressstaffing needs

Features

Results• Limited audience

• Disparate messages

• Decreased Influencer satisfaction


Global SuccessAdvanced Technologies & InnovationPhilanthropy & Cisco Networking AcademyMarket SegmentManagement Leadership/ Bench Strength

Corporate Strategy

Customers, Productivity & The Power of the Network

Today: Cisco’s Multimedia News Channel


As Seen on News@Cisco: Press Kits

• Case study: CRS-1

• News releases, features, photos, product information, event photos, videos webcast, etc.


Additional Services

Downloadable Photos

Company Facts & History

Customized Email Delivery

Company Facts & History


News@Cisco Traffic Growth

Quarterly Page Views

Highlights

• Over 12,000% increase since inception

• 20 million page view yearly run rate

• 1.5 million video page views


News@Cisco vs. Mainstream Web Media Websites

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

NEWS@

CISC

OCirculation Source: Vocus Media Monitoring

Monthly Visitors: Websites


Syndication: Create Once, Use Many Times

Internal/External Cisco Sites

Media Portals & Partner Sites

News@Cisco Worldwide

My News@Cisco Wire Subscribers


Small Staff, Big Results

Content CreationContent Creation Technical StaffingTechnical Staffing

PR (1 ½ FTE) PR (1 ½ FTE)

Virtual Marketing, Sales, Vendor Teams

Virtual Marketing, Sales, Vendor Teams

HTML/IT (2 HTML, 1 IT FTE)HTML/IT (2 HTML, 1 IT FTE)

Outsource IT DevelopmentOutsource IT Development


$24.00

$8.00

$0.22$0

$5

$10

$15

$20

$25

$30

15 MinutePhone Call

5 MinutePhone Call

1 Page ViewNews@Cisco

$24.00

$8.00

$0.22$0

$5

$10

$15

$20

$25

$30

15 MinutePhone Call

5 MinutePhone Call

1 Page ViewNews@Cisco

Scaling Communication Resourcesby Reducing Transactions

Savings: $23.78 per 15 min. call

deferred

Calls deferred per week: PR, AR, IR

%

1-5 45%

5-10 14%

10-15 5%

15-20 4%


FY 2004 Cost/Time Savings

Annual Savings: $5.1 Million*Calculations based on internal surveys and additional metrics

News@Cisco WebsiteTime savings, deferred calls, headcount, reduction in video & press kits distributed, etc.

$4.0 M

Internal PR ApplicationsTime savings, internal efficiencies/productivity

$1.1 M


Industry Recognition

Compass Award

Best PR Website

Honorable Mention: PR Internet Innovationof the Year

Honorable Mention: Best Use of the Internet for PR

WebAward 2004

Best Public Relations Website

PR News Platinum Award

Honorable Mention: Best Press Room

Technology Marketing Magazine’s Silver Icon

Best Press Room


VIDEO COMMUNICATION



Video is More Effective

People retain

• 10% of what they read

• 20% of what they hear

• 50% of what they see and hear

Source: Treichler, DG ; Are you missing the boat in training aid? Film and AV communication


Quarterly Video Streams

News@Cisco Video Traffic Growth

Downloads

12,000+ Downloads per quarter

Used for executive presentations, sales, marketing and educational purposes

Downloaded by:

Press, analysts, partners, customers, instructors, investors, employees


News@Cisco Video Fuels Stories

IP Telephony & Superbowl ABC, NBC

Wireless on Mt. Everest AP, NY Times, Guardian, +50 others

Lufthansa Wireless Plane ScubaToys Dive Shop


News@Cisco Video Demo


Marketing to “C” Level Audiences

ExecNet Program • Targets Top

Executives

• Thought Leadership content

• Innovative delivery

• Strengthens customer relationships

• Lead generator


Marketing to the Partners & Resellers

Typical Applications

Customer E-Learning, Sales Training for Partners & Resellers, New Product Introductions

40-50 Live events per month250 Viewers per broadcast

300-400 Videos on Demand70,000+ Internal Views

50,000+ External Views Production StudiosSan Jose & London

Numerous ‘self-serve’ VOD stations


Sharing Best Practices with Customers


What We Have Heard

Customers are asking for:

• Software for delivering video

• Content development

• Simplicity & Quick wins

• Affordability


What We Have Learned

• Start small – set the foundation – then grow!

• Leverage Cisco best practices and solutions

• Content is key

• Implement an easy to use software solution

• Promote the platform

• Don’t be last

Harness the power of video


Q and A


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1 © 2005 Cisco Systems, Inc. All rights reserved. HARNESSING THE POWER OF THE INTERNET FOR MARKETING THOMAS WYATT SENIOR MANAGER, CISCO SYSTEMS VP, PROGRAMS