This document outlines strategies that Cisco has used to engage audiences through social media. It discusses how Cisco generated over 500 meeting requests and 172 new leads through an interactive campaign in Latin America. It also describes how Cisco reduced lead response time from 5 days to 1 day through social tagging. The document provides several other examples of successful social media campaigns run by Cisco that increased engagement, leads, and brand awareness.

1. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
Created by Petra Neiger, Cisco, Digital and Social Media Marketing
@petra1400

2. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
Increase Interactivity to
Uncover Leads
Cisco Borderless Networks
generates over 575 “Meet the
Expert” requests using an
interactive, integrated social,
digital and offline campaign.
Facilitate the Decision-
Making Process
LATAM campaign launches
Disconnected Anonymous, an
informal, fun community to drive
product discovery and
preference, resulting in 172 new
leads…and counting.
Accelerate Action Time
Cisco’s Call Center reduces
routing time for leads from 5 days
to 1 with social tagging, while
reaching over 1.7 million contacts.

3. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
Promote Insights in
Channel-Appropriate
Packaging
The Cisco Visual Networking
Index (VNI) serves as the
foundational content for a myriad
of engagement opportunities from
interactive mobile experiences,
online event, humorous video,
tweet chat to channel-specific
content, with results far
exceeding expectations.
Encourage Community
Participation with Fun
CTAs and Recognition
“Data Center Tales of Terror”
entices LATAM community to
create user-generated content
from stories to visuals, while
increasing knowledge of Cisco’s
data center solutions.
Extend the Conversation to
Third-Party “Guest” Platforms
Cisco Corporate Social
Responsibility and AOL Huffington
Post launch social media editorial
hub, with 4M+ views and 439K+
social actions taken in just 5 months.

4. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
Increase the Life and Reach
of Events
Cisco Live San Diego 2012
implements a hybrid social, mobile
and offline strategy, resulting in
80% increase in virtual attendance
YOY.
Create An Event Around
Macro Events
“Guess the Tech” pan-European
Facebook campaign creates
anticipation leading up to
Christmas Eve by hiding and
revealing Cisco solutions in an
Advent-like calendar, driving 4X
more engagement than usual.
Celebrate (with) Your
Audience
Simple visuals connecting events
and business help keep your brand
top of mind and increase WOM.

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Ask Your Customers for
Content Recommendations
Technologists talk tech using a
whiteboard in Engineers
unplugged, a weekly <10-min video
series. Program encourages
customers to comment,
recommend topics or appear on
show.
Crowdsource Your Next
Product Name
China leverages Weibo by asking
followers to give a Chinese name
to BE6000 product during launch,
resulting in organic buzz and strong
participation.
Put the Community in the
Driver’s Seat
Cisco Networking Academy team
prompts students and instructors to
share engaging content, trigger
community interactions and
problem solving, driving
membership from 380K to 480K
and user-generated content from
10% to 60% in 7 months.

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Partner with Influencers
Cisco uses new white paper on
Internet of Everything as basis for
30-minute tweet chat with Cisco
executive and Brian Solis, social
media influencer, garnering almost
700 tweets and 60+ unique
questions and earning a spot in
Twitter’s trending topic section.
Engage Customers and
Partners
Cisco collaborates with major
strategic partner through LinkedIn
to bring sales teams closer to each
other and raise awareness of each
other’s capabilities and solutions in
the pursuit of strategic
opportunities.
Create Long-Term
Engagement Opportunities
The Service Provider Mobility
Community on-boards bi-lingual
guest bloggers to reach new
audiences. Bi-lingual blogs, region-
specific content and cross-cultural
promotion count as major
contributors to 90% increase in
community visits and 80% increase
in unique visitors YOY.
Cisco AsiaPac
executive

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Functional Perspectives
Cisco architects and distinguished
engineers build community through
blogging and sharing perspectives
on what’s ahead. In less than a
year, numbers of bloggers and
page views grow 4X+ each, with
increased engagement from
readers.
Industry Perspectives
Cisco Financial Services and
Manufacturing subject matter
experts lend their expertise to
social media by repurposing
previously created content,
delivering interviews for new
content and writing blog posts for
third-party and Cisco outlets,
leading to features in third-party
publications and in an almost 5K%
increase in retweets and 5K+%
increase in CTR.
“In Action” Perspectives
Cisco Tactical Operations provides
a real-time, “behind the scenes”
look at Cisco’s response to
emergencies and crisis, thus
creating an authentic and human
experience with customers,
employees and the public.

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Address Their Careabouts
AsiaPac and Japan marketing
creates standardized social media
performance measurement
methodology across all accounts,
enabling senior leadership to
compare apples to apples for the
entire region and make insights-
based decisions.
Enable Them to Connect
with Each Other
India creates C-Club on LinkedIn to
enable and facilitate interactions
among C-level members, more
than doubling membership and
substantially increasing
engagement in just 1 month.
Partner with Them for Long-
Term Success
Cisco brand campaign mobilizes
executives for social engagement
to drive thought leadership and
raise social profile.

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Cisco Canada
Leads with local bi-lingual content,
engages local executives as social
brand evangelists and thought
leaders, resulting in 1.5M+ total
social reach and 1.6K+ total social
engagements in about 2.5 months.
Cisco China
Activates employees, customers,
partners and influencers to create
user-generated content and
conversations, reaching 9.5M
Weibo users in under 2 months.
Cisco India
Capitalizing on 150M mobile
Internet users in India, 72% of
which now see mobile as a primary
or exclusive means of going online,
Cisco India takes the campaign
mobile…for the first time.
Weibo Hot Tweet : IoE

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Maximize YouTube Impact
Clickable calls to action drive the
customer journey between Cisco’s
YouTube channel and other
destinations, resulting in increased
YouTube subscribership and ability
to direct viewers further down the
sales funnel.
Cater Toward Your Visual
Audience
Subject matter expert-led live
virtual seminars guide candidates
through technical topics on the
Cisco Learning Network in
preparation for the Cisco Data
Center Certification, resulting in
400% increase in study group
membership.
Cater Toward Your Audio
Audience
The Cisco TAC Security Podcast
program walks customers through
the deployment, troubleshooting
and management of Cisco security
products. 100K+ downloads
representing 3.7TB+ of audio.

11. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
Show the Fun Side of
Business
The Jabber Interactive Hub
program raises awareness of
Cisco’s Jabber collaboration
solution by showing how
businesses can prepare for the
future in a Bring-Your-Own-Device
(BYOD) world while capturing
audience data and insights in an
interactive and engaging way.
Make Concepts Easy to
Digest
Cisco Domain Ten breaks down the
process of transforming data
centers from a cost center to a
cost-effective business enabler into
a 10-point framework, using
visually-engaging and interactive
tools, authentic conversations with
SMEs, lead generation through a
mobile-optimized eBook, and more.
Offer Ways to Continue and
Expand Participation
Cisco gamifies its social media
training and certification program to
offer a progression path and
launches team challenges to
encourage group learning, resulting
in 7.6K+ total courses taken in
about 9 months.