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
 Agenda

  An Introduction to Social
Media
  Cisco’s Social Media
Journey
  Lessons Learned
  Key Takeaways

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 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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 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”

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 The Conversation Prism:
The New Communications and Social Landscape

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

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 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)
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 Becoming a Conversationalist
Social Media Organization of the Future

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 Cisco’s Social Media
Journey

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

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 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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 Respond to the Public

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 New Ways to Engage with Partners

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

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 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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 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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 Community Engagement

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 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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 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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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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 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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 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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 Communication Is the First Step to
Change Management

Learning
Home
Page

Workshop
Schedule

Learning
Discussion
Forum
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 Lessons Learned

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 Learning the Hard Way

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 Key Takeaways

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 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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 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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