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Social Intelligence DrivesSocial CRMAugust 2012LaSandra Brill, Sr. Manager, Global Social Media© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

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Integration of social Integration of socialcollaboration into customer & insights into the customerpartner interactions. & partner experience. Social Intelligence Social Collaboration© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

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Source: Forrester Tech Marketing Navigator, Q1 2012*Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

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“© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4

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Build Advocacy Source Ideas and Test Products Resolve Problems Identify Leads Listen and Engage© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

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Social Listening Social Login Social Scoring & Profiling© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6

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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

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Identify Emerging Themes Capture Find Fans Industry and Advocates Trends Competitive Discover Insights Product Benefits of Issues Listening Uncover Crisis / Risk Influencers Management Message Product Penetration Development Feedback Sales Leads© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8

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(1) Geography Screen: Where are tweets originating (2) Influencer Screen: Top influencers on Twitter talking about Cisco (3-4) Mentions Screens: What is Cisco’s share of voice relative to its competitors in each industry (5-6) Scoreboard Screens: Detailed view of share of voice, trends and sentiment per industry© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9

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1) WW Technical Services Discovers Two 2) Small Business Uncovers Product P1 Issues and BU Resolves Issue and Restores Faith of Partner • P1 issues discovered via Radian6 alerts. • Cisco Partner expresses lack of faith in UC560. • One customer reports total of 17 bugs with Cisco Nexus • SMB actively listening, reach out and uncover product issue. products through various TAC cases. • Product team react quickly, faulty units sent directly to • BU fully engaged and fixes all the reported issues. engineers for examination in order to prevent repeat issues. • Customer pleased with the technical support provided. • Partner appreciates prompt response and resolution. 3) Tandberg Addresses Customer Concerns 4) Cisco Data Center Enters a New Market Over Acquisition and Calm Fears with Unified Computing (UCS) • Customers publicly voice their concerns about the • First step to entering new terrain is listening and learning to acquisition on Tandberg’s Facebook page. what’s being said in the marketplace. • Tandberg team actively monitoring and responds via their • Active listening and strong feedback loops ensure Cisco’s Facebook wall and contacts appropriate sales rep to let language accurately reflects the external realities of them know the customer needs more reassurance. customer conversations. • Team calm fears and avoids any further public escalation • Earns legitimacy by coauthoring content with established of concerns on Facebook. thought leaders inside the community. • The loudest customer has since removed his negative • DC team amplifies customer enthusiasts and preempts comments from the Facebook wall. detractors to improve receptivity to their insights.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10

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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11

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Social login is a sign-oncapability offered by socialnetworking platforms suchas Facebook or Twitter inlieu of creating a new loginaccount specifically for thatwebsite.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12

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*Source: Gigya© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13

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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

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Direct Mail Contact Web & Email Center Events Advertising Search Click through Opens Attend Responses Call Registration Register Chat Scoring Engine Contact scores Company scores Interest Indicators© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

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Cisco Social Properties External Social Activity 1. Business Communities 2. Blogs Scoring Engine 3. Support Forums Contact scores Company scores 4. Social Widgets Interest Indicators Social Score 5. Social Login© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16

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• Classifies buyers based on social participation• Better targeting on social and digital properties• Identify and nurture influencers within communities• Drive engagement and content creation with different social groups© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17

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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18

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Social Data Social Listening Social Login Social Rewards© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19

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Cisco launches a “Big Data” Cisco invites “Creators” and Attendees Blog about the campaign “Critics” to a closed session event, share videos on • Social listening helps on Big Data YouTube and post updates identify Influencers • Speakers include top to Twitter, Slideshare and • Interests via social login networking engineers, Facebook help identify the right Big Data Experts and • Cisco is positioned as a audience other Big Data users thought leader in Big Data • Scoring helps us identify (LinkedIn) • SCRM tracks mentions the user type • It’s the start of a • Track influencers impact relationship with future on SOV influencers SCRM Enablers: Scoring, Listening and Social Login© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20

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Prospect Bob poses a Marta in inside sales is Salesperson (or Partner) Jim question on Quora about alerted to this possible receives the notification after Cisco vs. XYZ opportunity Bob clicked the offer. • Social listening sends • Marta is able to answer • Jim reviews Bob’s SCRM an alert is sent based on his question with a link profile to see his history the keywords back to Cisco • He reaches out to Bob and • Social Login shows that • When Bob clicks the link, closes the sale he is a fan of XYZ he sees an offer to join • Social profiling shows our community where he is a “Joiner” there is a lively discussion of Cisco vs. XYZ SCRM Enablers: Listening, Profiling and Social Login© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21

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Our SCRM system enables pro- Cisco customer service rep Kim Kim solves Bob’s problem. active support. is alerted to a negative Bob is thrilled. • Through listening, a tweet sentiment tweet via SCRM. • Bob shows his from Bob who is a high • His case is automatically advocacy towards influencer is identified. He is prioritized for Kim to Cisco by sending a having trouble configuring X respond to. Tweet to his 10,000 product and he has expressed • She pulls up Bob’s profile followers thanking Kim frustration. and sees he is a critic and and Cisco for great • Social scoring & profiling has a high influence score. customer service. allows us to see his user type. SCRM Enablers: Listening, Profiling, Scoring and Alerts© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22

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• Social CRM is already happening• Anything social still starts with Listening• Manually test workflow, then automate• Integrate with existing processes & workflows/processes• Lead with your strategy, not with technology http://socialmedia.cisco.com© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23

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Thank you.