A few slides on the evolution of social media in general and at Cisco followed by some real-life examples.

1. The Evolution of Social Media
Highlighted through Case Studies
Petra Neiger
Senior Manager, Social Media Marketing
Cisco
www.twitter.com/petra1400

2. Social Media =
A Mindset Shift
for Businesses
Create a
Relationship
(not an event)
Build
Communities
(not websites)
Two-Way
Communication
(not one way)
Organic
(not synthetic)
Integration
(not interruption)
Join the
Conversation
(not just in
your domain)

3. Cisco’s Social Media Journey
Solve Business Problems, Uncover Opportunities
 $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
2007 20092008
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
Nexus
Launch
ASR
1000
Digital
Cribs
ASR 9000 Unified
Computing Borderless
Networks
Collaboration
Digital
Cribs 2
CES
2010
What If
Contest
Serious
Gaming
Video
Contest
myPlanNet
CRS-3
Integrated
Social
Media Plan
NetAcad
Ambassadors
Ambassadors
ūmi
Integrated
Social
Media Plan
Doobie
Brothers
Real-Time
Interactions

4. Our Journey Continues…
Through Commitment to and Investment in Social Media
HumanHumanHumanHuman
FinancialFinancialFinancialFinancial
Rewards andRewards and
RecognitionRecognition
Rewards andRewards and
RecognitionRecognition
InfrastructureInfrastructure
and Toolsand Tools
InfrastructureInfrastructure
and Toolsand Tools

5. The Road to Widespread Adoption
Through Enablement of employees
through resources, tools and education
so they feel Empowered to
engage in social media, and
through Evangelism of
lessons learned and best practices

6. Plan Your Engagement
Investment + Commitment As Long-Term Success Factors
People Places
Parts
Practices
Read more at petra1400.blogspot.com

7. Drive Engagement through an Integrated Strategy
Participation is the Currency of the New Economy
MeasureMeasure
ListenListen
EngageEngage
 Monitor conversations
 Identify influencers
 Engage in discussion
 Invite to comment
 Share
 Converse
 Integrate
 Excite, embrace
 Nurture
 Branded channels
 Measure
conversation
impact
 Track sentiment
 Analyze trends
Meaningful
Conversations

8. Listen to the Customer
 Just being present will
impact your sentiment
 Interact with customers
 Change perceptions
Henaredegan: Cisco you suck - I have to
register & then click bloody download
and accept about a thousand times just
to get updated firmware. #wtf #fail
Henaredegan: Cisco you suck - I have to
register & then click bloody download
and accept about a thousand times just
to get updated firmware. #wtf #fail
Henaredegan: @CiscoSmallBiz Nice! I
really like the "Download and Accept
License" all in one click - good stuff
Henaredegan: @CiscoSmallBiz Nice! I
really like the "Download and Accept
License" all in one click - good stuff
CiscoSmallBiz: @henaredegan : sorry to
hear about downloads issues. We created
a page for easier firmware downloads,
hope this helps! http://bit.ly/3Ym1O8
CiscoSmallBiz: @henaredegan : sorry to
hear about downloads issues. We created
a page for easier firmware downloads,
hope this helps! http://bit.ly/3Ym1O8

9. Executive Thought Leadership:
Cisco CTO Padmasree Warrior on Twitter
 Uses her Twitter Community of ~ 1.4M followers to:
– Amplify Cisco’s voice on Cloud and Unified Computing
– Share technology insights
– Get feedback on her ideas and presentations
– Share personal information

10. Crowd Sourcing: Cisco I-Prize
Contest
Launch/Jan10
Social + WebEx
Collaboration
TelePresence
Finalists
2,500 Participants
5,300 Votes
3,300 Comments
800+ Ideas
New
Business/July

11. Cisco Channels Chat
 Engage Cisco
partners around the
globe
 Interact using video,
social media, and free
tools
8 sessions with close to
50,000 live views and
many replays
A monthly video broadcast on Ustream with Cisco
executives and experts covering partner-focused topics
Digital Marketing Awards
Finalist

12. Doobie Brothers: Entertainment in a World Gone Crazy
Watch, Share and Interact in Real Time from Anywhere
 Over 300 Cisco
employees and guests
in studio
Studio
 11 TelePresence locations
around the US
 Virtual customer and fan
interactions via Q&A
TelePresence
 Over 17,300 live views
 Around 340 UStream chat
interactions with fellow
fans, Cisco and band
 Over 1,000 total instant
photo views during event
UStream

13. Cisco Networking Academy
132k+ Facebook Fans
Turning Members into
Ambassadors
Member ambassadors and Cisco moderators
spreading the knowledge together

14. Linksys: A Peer-to-Peer Engagement Story
Technical Fans on Facebook Help and Challenge Each Other
Peer-to-peer enablement by relaxing
control and encouraging participation
Significant spikes in new fans,
interactions and sales due to Challenge
Increased customer satisfaction
due to responses by community

15. Cisco ūmi: Integrated Strategy Builds Excitement
Facebook to Excite and Delight Fans, Blogging to Focus on
Relevant Consumer Topics in Consumer Space
Each platform with a
clear purpose
Social sharing feature
to increase pass along
Facebook as the
social hub: polls,
integrated social feeds
~1,000 new “Likes”
per day in week 1

16. Employee Helps Non-Profit Raise $20,000 in 1 Week
WOGO (Women’s Orthopedic Global Outreach)
“Operation Walk” in Nepal Documented and Promoted in Social Media
Surgeons complete
43 full joint knee
replacements in 3
days
Employee shares
experience via live
tweeting, video, photo
updates
Uses social media to
raise money

17. Experiment
You Never Know What Will Stick!

18. Engage with Cisco
socialmedia.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 with
communications campaigns

19. Follow Our Blog
blogs.cisco.com/category/socialmedia/
Best practices
Case studies
Shared learning