Results for Cisco myPlanNet (number of players, downloads, Facebook fans, page hits), qualitative results, biggest challenges and key learning points

1. Cisco myPlanNet 1.0 The Power of Social Media and Word of Mouth: Behind the Numbers

7. A Quick Recap on What We Did Inform Act Participate Read Watch Listen Socialize *Home Page, Game Arcade, Green IT Page, Discussion Forum, Facebook Shoutout *Executive Briefing Center *Data Center of the Future *Broadband Stimulus, University Relations, Sales, Partner, Launch integration *myPlanNet Game Support Page. Game also available from Cisco Mobility and Collaboration Communities *Functionality on web site Web, Widget Integration Banners Shows and Events (Demos, URL Cards, Signage) Newsletters Biz Card-sized URL Card Cross Links Direct Email Welcome Ad Content Synd DCoF* Virtual Booth Facebook Fan Page, Ad Cisco, Event and Third Party Blogs Twitter, Slideshare , StumbleUpon, YouTube , FB myCiscoCommunity JIVE Platform Integration Program Integration Bookmark and Share Cisco Learning Network* Sales “Pass Along” Assets Digital Signage EBC* Customer Courtesy Laptops Forrester Podcast Videos Public kick-off at ITU Geneva in Oct 2009: game demo, URL cards, blogs, tweets

10. Communication Budget by Media Type* Cisco Owned Paid Earned and Social Media *Excludes asset development costs **Includes demo and related costs $0 Approx. $30,000** Approx. $100 per day for Facebook ad Bottom line: in our case, $30,000 in new media ads would give us coverage for a longer period of time than the same amount in traditional media BUT, Is our new media investment worth the effort and money?

11. The Results by the Numbers Traditional methods and social media hand in hand Social media, web 2.0 and WOM First press mention Podcast with analyst *Only includes downloads from Cisco.com link, Excludes downloads from 3 rd party sites

15. Putting It Together: The Life of a Game Taking on a Life of Its Own Thanks to the Power of the Crowd Cisco announces Cisco myPlanNet Facebook fan page attracts new fans daily Press articles Blogs Discussions Then Cisco myPlanNet takes on a life of its own Tweets Circulation in languages other than English Reposting by 3 rd parties on own download sites The power of the crowd

16. Example: The Power of the Crowd in Action Promoting Game through Marketing of Game Corporate blog on Cisco myPlanNet Social Media Award (not seeded by Cisco myPlanNet Team) 90 people re-tweet corporate blog 66 comments generated on corporate blog The power of the crowd

17. Example: The Power of a Tweet Promoting Game through Marketing of Game Cisco employee tweets about award from her personal account (1,000+ followers) Cisco employee ‘s follower re-tweets announcement (7,000+ followers) Cisco employee ‘s follower ‘s re-tweet reaches Cisco’s CTO, Padmasree Warrior who re-tweets announcement (1.4+ million followers). 4 others re-tweet announcement Cisco employee sends “Thank You” note to 5 people who have re-tweeted her original announcement