This presentation covers some of the fundamentals of business-to-business video, as shared by Cisco at the Videonomics conference on April 26, 2012.

1. Leslie Drate, April, 2012
© 2010 Cisco and/or its affiliates. All rights reserved.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

2. • Cisco is the worldwide leader in
networking. We transform how
people connect, communicate
and collaborate
• Our customers include world-
class enterprises, global service
providers, small businesses and
consumers
• #62 in the 2011 Fortune 500 with
$40B in revenue
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

3. • Video accounts for half (51%) of total
U.S. Internet traffic across multiple
devices (Nielsen, 2012)
• Video-related traffic is growing
exponentially and is expected to
account for 91 percent of Internet data *John Chambers, CEO of Cisco
flow within three years
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

4. Communications + Content + Security
Video-enabled Phones
Signage Video Surveillance
Cisco IP Cameras
& Video Analytics
Enterprise Video Sharing
Web Conferencing IP Dispatch Video Security
Telepresence and (video ,UC, data) Apps & Endpoints
Video Conferencing
Video Analytics
Security Ops
Manager
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4

5. • Video consumption is up
43% from just a year ago
• The average viewer in the
US watched ~4 videos/day in Jan. „12
• 84% of the US audience
watched videos
online in Jan. „12
*Source: ReelSEO, Internet Retailer
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

6. • The percentage of non-desktop video
plays more than doubled in Q4 ‟11
• Viewers are more than twice as likely
to complete a video when watching
on a non-desktop device
• Videos 10 minutes or longer
accounted for 30% of hours watched
on mobile devices, 42% on
tablets, and 75% on connected TV
devices and game consoles.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6

7. 96% of tech buyers watch
tech-related videos!
84%
forward, share or
post tech-related
videos!
*IDG 2012 study with 6,622 B2B IT decision makers
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

8. • YouTube is the second largest
search engine on the web
• Web pages with video have a 50%
better chance showing up on the first
page of Google than pages with just
text (Forrester Research)
• Cisco features videos prominently,
and they are usually in the top
clicked-on items on the page
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8

9. S M T W Th F S
92% watch or download tech-related videos during the work week
50% on the 27% before 53% during 61% after 50% on the
weekends normal business normal business normal business weekends
hours hours hours
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
*IDG 2012 study with 6,622 B2B IT decision makers

10. =
• There‟s no relationship between the cost of a video and the number of views or
completion rates
• A video datasheet can easily receive more clicks than a high-end, agency-
produced video over time
• There are visitors who browse and visitors who are fact finding
• Browsers are more likely to look at video overviews
• Fact finders want to drill down, so they will look at datasheets
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10

11. • Evaluate the metrics to determine where the video received the most
views
• Does it get more clicks on your site or social media?
• Keep videos intended for social media short – 90 seconds
• Make the length appropriate for the medium and content type
• Cisco.com videos range from 1 minute to 45 minutes
• Invested decision makers will invest more time in videos with
product information
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11

12. TubeMogul study in Q1 CY‟10. Hundreds of media companies (i.e. CBS), news outlets (i.e. AP) and YouTube stars (i.e.sxephil) were included in the
sample, which spans video sites and platforms
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12

13. Fewer than 1% of YouTube videos ever break one million views
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13

14. • All videos are posted to Cisco.com
(preferably in more than one place) and
YouTube
• Remember to link to videos from other
pages and sites
• Video is also a big asset for our blog
posts, Facebook, and other social media
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

15. • Cisco has 86 global sites
• Localization is not always an ROI decision because site visitors expect a well-
rounded experience
• We always try to translate video on global homepages
Cisco
China
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

16. YouTube is the second largest search engine on the Web
• Use your keyword at the beginning of the title, description, and
tag
• When tagging on YouTube, the first keyword you use is weighted
most heavily
• Use relevant tags – 2 to 4 keywords – don‟t keyword spam
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16

17. 1. More people are watching more video, and using multiple devices to do
it
2. Site visitors who view video are more valuable to your sales efforts
3. There‟s no relationship between the cost of the video and the number
of views
4. Invest once and post your videos in many places – your website (in
multiple places), YouTube, blogs, Facebook, etc.
5. Contain the length of your video
1. 90 seconds on YouTube
2. 2 or 3 minutes on your site
6. Optimize your video for search
7. Don‟t allow your stakeholders to set out to make a “viral video”
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17

18. Thank you.
Twitter: lesliedrate
Email: ldrate@cisco.com