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Cisco Confidential 1© 2011 Cisco and/or its affiliates. All ri ghts reserved.

Becoming a

Social Enterprise

Jeanette GibsonDirector, Social Media Marketing



© 2011 Cisco and/or its affiliates. All ri ghts reserved. Cisco Confidential 2

Channel &

Partners

Retailers &

Consumers

Employees

StakeholdersPress &

Analysts

Observers &

Industry

experts

Share of

hearts,

minds, and

markets

Traditional interactions

1. Transaction-driven

2. Monologue-driven

3. Static influence

4. Specialized outreach

5. Limited listening posts6. Satisfaction & cost

Social Business Interactions

1. Interaction-driven

2. Dialogue-driven

3. Dynamic influence

4. Distributed outreach

5. Unlimited listening posts

6. Loyalty & efficiency




Content Sharing

& Rating

Cisco

Blogs

Social

Networks

Forums

Organization

Web Site

cisco.com Blogs

Home Base

Priority: 1Time Budget: ~50%

Outposts


Passports


Listening StationTuning in to online Conversations Always on

The Social Ecosystem Has Changed How We Communicate and Collaborate

Blogs




Meaningful

Participation

Participation is the Currency of the Ne Economy

P Pusiness

Process change

NG Gand applylearning

IST N to theconversation




LaunchesCost Savings,

Extended Reach Active ListeningUncovering Product Issues,

Acquisition Management,

Ne Market Entry

InnovationCro d sourcing,

From Concept to

Real Solutions

CampaignsIncreased A areness,

Customer Conversion

CommunitiesEmpo ering Peer-to-

Peer Interactions

and Support

ExperimentationB2B Gaming




PR/Blogger

Outreach

Cisco Web

Cisco Blog

Uber User Video(s) Using

Fictional Characters

Uber User Group

Social Media

Buzz Tracking

Uber User Post

Topic Seeding

Live Cisco Concert

Launch Countdown

Uber User Site

Teaser

Release

Launch

Virtual Launch Event

³Ask the Expert´ Event

Influencer

OutreachSocial Media Release

Social Media Widget

Interactive 3D Game

ASR Announcement

Environmental/

TCO Calculator

Mobile Web

Feb Mar Apr




Contest

Launch/Jan10

Social + WebEx

Collaboration

TelePresence

Finalists

2,500 Participants

5,300 Votes3,300 Comments

800+ Ideas

New Business/

July




Small Business Uncovers Product

Issue and Restores Faith of Partner

WW Technical Services Discovers Two

P1 Issues and BU Resolves

Tandberg Addresses Customer Concerns

Over Acquisition and Calm Fears

� P1 issues discovered via Radian6 alerts.

� One customer reports total of 17 bugs ith Cisco Nexusproducts through various TAC cases.

� BU fully engaged and fixes all the reported issues.

� Customer pleased ith the technical support provided.

� Cisco Partner expresses lack of faith in UC560.

� SMB actively listening, reach out and uncover product issue.

� Product team react quickly, faulty units sent directly toengineers for examination in order to prevent repeat issues.

� Partner appreciates prompt response and resolution.

� Customers publicly voice their concerns about theacquisition on Tandberg¶s Facebook page.

� Tandberg team actively monitoring and responds via their Facebook all and contacts appropriate sales rep to letthem kno the customer needs more reassurance.

� Team calm fears and avoids any further public escalationof concerns on Facebook.

� The loudest customer has since removed his negativecomments from the Facebook all.

Cisco Data Center Enters a New Market

with Unified Computing (UCS)

� First step to entering ne terrain is listening and learning tohat¶s being said in the marketplace.

� Active listening and strong feedback loops ensure Cisco¶slanguage accurately reflects the external realities of customer conversations.

� Earns legitimacy by coauthoring content ith establishedthought leaders inside the community.

� DC team amplifies customer enthusiasts and preemptsdetractors to improve receptivity to their insights.

11 22

33 44




Guy¶s audioGuy¶s audio ± ± via computer via computer Guy¶s audioGuy¶s audio ± ± via computer via computer

Guy¶s audioGuy¶s audio ± ± via telephonevia telephoneGuy¶s audioGuy¶s audio ± ± via telephonevia telephone

Social media back channelSocial media back channel ± ± share your thoughtsshare your thoughts!!Social media back channelSocial media back channel ± ± share your thoughtsshare your thoughts!!

WebEx Meet betaWebEx Meet beta ± ± get it today, use it for meetingsget it today, use it for meetings!!WebEx Meet betaWebEx Meet beta ± ± get it today, use it for meetingsget it today, use it for meetings!!

Guy¶s audioGuy¶s audio ± ± via computer via computer

Guy¶s audioGuy¶s audio ± ± via telephonevia telephone

Social media back channelSocial media back channel ± ± share your thoughtsshare your thoughts!!

WebEx Meet betaWebEx Meet beta ± ± get it today, use it for meetingsget it today, use it for meetings!!

Used product to

show experience Partnered with influencers

to drive event registrations

Created engagement

opportunities




Member ambassadors and Cisco moderators spreading the kno ledge together




( .cisco.com/go/myplannet)




Why«

Create conversations ithcustomers, partners, employeesand the public

Platform to discuss the role

of the net ork Thought leadership

How«

Extensive use of video increasesengagement

Integrated ith campaigns

Employee engagementprograms increase usageexternally

socialmedia.cisco.com




Simple URLsfor Customers

Brand Association ContentMobility

CS.CO domainresembles Cisco¶sTicker Symbol (CSCO)

Making it easier for our audience to shareand broadcastCisco¶s content

� Simple vanity URLsfor our customers

� Examples:

cs.co/tp =TelePresenceSolutions

cs.co/nexus = Data

Center Productscs.co/uc = UnifiedCommunicationsSolutions



Thank you.Thank you.

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