Presented by Ken Wirt, VP Consumer Marketing, Cisco Dated: June 7, 2010

1. Digital Cribs: Activating the Voice-of-the-
Customer thru User Generated Video
CM Summit
Ken Wirt, VP Consumer Marketing
Cisco
6-7-10
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2. The Problem/Objectives
– Home Networking
 Only 60% of homes with broadband have a home
network
 #1 reason for not having a home network:
- “I don’t know what I’d do with one”
 Aspirational
- Someone I identify with
- How they use a home network
 Global, efficient, engaging
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3. Cisco.com Consumer Site
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4. The Professionals = Template
 Paramore
• “Twilight” film
• Paul Van Dyk
• German DJ – 3M albums
• Shane Battier
• NBA
• Graham Hill – Treehugger.com
• Martha Lane Fox – Lastminute.com
• Lincoln Schatz – video artist
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5. Semi-Pros Worldwide Contest
 Filmaka.com
• 800+ worldwide film makers
• Robin Glass
• Brazilian musician
• Mike Cotton
• UK surfer
• Patrick Smith
• Japanese wildlife videography
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6. User Generated Contest
 Heaven / Hell
• Best home network
• Why I need a new home network
• Range of content
• Philippine art student
• Home automation
• Hungarian utility worker
• Voting activated personal networks
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7. Student Films – NYU / USC
 8 Films per school
• Worked with film schools
• Juried competition
• Incredible subjects
• Tim Ferriss – 4 Hr Work Week
• Ballet Podcaster – 2M views
• David Malan – Harvard top prof
• Meditating monks
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8. Results
 Traffic
 4x traffic
 350K views
 67% are new visitors to Cisco.com
 Search results for DC increased from 4 to 34K
 User Engagement
 167+ videos
 15 countries
 85K ratings, 23K comments
 100+ social media placements
 2008 Webby Honoree
 Gained market share
 One of the best performing business units
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9. Learnings
 Templates
 Student Power
 International engagement
 Subjects drive traffic
 “Real” stories drive
engagement
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