Cisco System's Senior Manager, Social Media Strategies; Brand, Innovation, Amy Paquette, shares how Cisco actively listens and continuously engages with the social customer.

2. Cisco: Building Our Online Presence Amy Paquette, Sr. Manager, Global Social Media Marketing March 29th, 2011 amypaq@cisco.com

3. Agenda Overview Setting Priorities Social@Cisco: setting the stage YouTube Challenge Solution What we focused on Measurement Out of the box Cisco branded channel Results Key Takeaways

4. Getting Started…

5. Prioritize Evaluate which social networking sites are most effective, appropriate, required for your business Don’t do it all Carve out resources, be realistic Drive an integrated approach Marketing campaigns Similar look and feel For Cisco… YouTube Twitter Facebook And then there is the Hub…….bringing it all together

6. Social@Cisco

8. Platform to discuss the role of the network

10. Integrated with campaigns

13. 66 Not Official (Employees or not related to Cisco)

14. 9 key Channels with strong viewership/subscriptions and videos

15. More than 6,000 Cisco official videos identified, only ½ unique due to redundancy

16. 3 Types of videos most popular

17. Elegant, professional highly stylized videos (CEO roundtable, commercials)

18. “Real-world” type of videos (Digital Cribs), still professionally shot

19. “Amateur” in the office, office humor, (“What will your employees do when the network is down?”) —could work for business testimonials too

20. 3 key themes emerged based on viewership, likes, subscribers, comments/engagement and viral activity (videos picked up and embedded elsewhere)

21. Changing the World/”The Future Of” (technology, healthcare, shopping)

22. Cisco Practical Applications (Digital Cribs, Demos, Small Business)

25. Be a social butterfly! Ongoing outreach to other channels, subscribers, friends;

26. Updating Twitter , Facebook when new videos uploaded

27. Engaging: Asking questions,promoting feedback,replying to posts from users commenting

28. Getting “out there”: actively browsing Web for like-minded bloggers/influencers, asking them to subscribe

29. Contests or fun ways to promote engagement

30. Tagging,attribution of videos to improve search and find-ability

31. Watch retention: Interact with your most-active subscribers, subscribe to their channels, and follow them on Twitter. Show them attention, and make them feel valuable.

32. Monitoring analytics and optimizing video, tagging, and commenting strategy

33. Design

34. Elegant, professional designs that reflect a company brand and overall vision

35. YouTube Branded Channel

36. Easy-to-navigate with tabs and a browse structure showcasing the video library archive in a simple way

37. Good Content

38. The #1 reason people subscribe to a channel, and comment on videos

39. Refreshing content 1X a week, with known entities/qualities of what viewers and potential viewers like to see

40. Cementing the overall brand and corporate strategy through strong content strategy

41. Strong production quality does matter—people respond to videos that are well-edited and professionally created

43. Engagement: Participation determines engagement (engagement>loyalty>high value customer or lead). Track:

44. # of Subscribers

45. # of Friends

46. # of Favorites, Shares, and Comments (negative and positive) on each video.

47. Brand Awareness: Word of mouth and the viral factor (sites like Twitter, Facebook and Digg) can help shift key brand metrics, such as brand favorability, brand awareness, brand recall, propensity to buy, etc.

48. Viewership/Social Impact: Track # of viewers, subscribers, commenters come from places like Digg, Facebook, and Twitter to judge how seriously you should market to these social media sites. Track viral impact (retweets, number of Diggs, etc) from sites as well to judge the overall success.

50. Collaborating with Internal Groups…. Work with Marketing leads who can help with: Traffic drivers paid options for video Paid search: good for video datasheets; targeted Banner advertising: usually done in Flash or as a video banner Click-to-play: Google banner ads with embedded video Ad networks: buy ads on a network of related sites to drive views, and only pay when someone clicks on an ad Syndication to third-party sites; example: NetworkWorld or Computer World

51. YouTube Functionality: Out-of-the-Box Ability to ‘skin’ the channel on the left and right rail Playlists to category videos Standard video player Subscribe, Friend Engagement with viewers with comments, likes/dislikes, share, embed, etc. Annotations to highlight certain frames in the video or have a call to action Uploading unlimited video content

52. Cisco Branded Channel: Above the Fold Sharing capabilities Highlighted videos: newest and most popular Link to Cisco.com and Global YT Channels Hero video experience to highlight important content and promotions Video player for viewing playlists

53. Cisco Branded Channel: Custom Widgets Feeds from Twitter and Facebook for a fully integrated experience Highlighted videos: newest and most popular Link to Cisco Social Hub on cisco.com

54. Sprinklr: Providing Access to Channel An screenshot of what a user may see when logged into Sprinklr to upload videos and submit them to be added to the main channel. Teams Trained Collaboration The truth about Marketing Social Media Connected Life Exchange Small Business Manufacturing Security Data Center (DC channel) Inside Cisco IT (inside Cisco IT channel) SP360 (SP360 channel) Retail Finance Government Open at Cisco Teams To Be Trained Platform CIN Digital Media A ‘How-To’ Guide was set up for Sprinklr. Following all training calls, both a Webex recording of the mtg and the ‘How-To’ guide is sent to all participants.

55. Goals and Results

56. Sample Channel Comments Cisco comments on other channels improves user loyalty Exchanges with users helps encourage participation with other users. People come to expect and appreciate having their questions answered on Cisco’s YT channel

58. Key Takeaways Embrace video! Executive leadership and edict critical in consolidation efforts Build an integrated strategy that incorporates online and social integrations Allot enough time to design and develop Work across the orgs to build consensus, drive adoption Define submit process; make it easy Design should be aligned with brand consistency Community managers make all the difference in building and engaging with the audience Launch with compelling content; recruitment easier and subscribers coming back