A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included. Oct 2009 - Jan 2010 results: - 77,730 unique hits - 23,234 downloads - 25,658 Facebook fans - Played in 130 countries by over 2,500 institutions - Press and analyst coverage

1. A Few Slides from the Cisco myPlanNet Go-to-Market Plan Public Availability: October 2009

2. In This Presentation… Communication Strategy Note: this presentation only contains a high-level overview of our public go-to-market efforts Communication Assets 2 © 2010 Cisco Systems, Inc. All rights reserved. Cisco Confidential Cisco myPlanNet_0210

3. The Concept Encourage learning and/or a walk down memory lane Become a telecom CEO making research, technology and business decisions Translate speeds and feeds into end user value Become a CEO. Change the World.http://www.cisco.com/go/myplannet

4. External Communications Strategy Get the word out using multiple angles: online, offline and on the go Find ways to insert into Cisco-driven learning initiatives Establish presence in various Cisco service provider campaigns and programs Identify standalone promotion opportunities Take advantage of paid, owned and earned media Tightly integrate with social media to increase word-of-mouth promotion

5. External Communications Tactics Inform Act Participate Forrester Podcast Listen Direct Email Shows and Events (Demos, URL Cards, Signage) Web, Widget Integration Welcome Ad Cross Links Public kick-off at ITU Geneva in Oct 2009: game demo, URL cards, blogs, tweets Banners Content Synd Newsletters Read Biz Card-sized URL Card DCoF* Virtual Booth Facebook Fan Page, Ad *Data Center of the Future Cisco, Event and Third Party Blogs myCiscoCommunity JIVE Platform Integration *myPlanNet Game Support Page. Game also available from Cisco Mobility and Collaboration Communities Socialize Twitter, Slideshare, StumbleUpon, YouTube, FB Program Integration Bookmark and Share Sales “Pass Along” Assets *Broadband Stimulus, University Relations, Sales, Partner,Launch integration *Functionality on web site Cisco Learning Network* *Home Page, Game Arcade, Green IT Page, Discussion Forum, Facebook Shoutout Videos EBC* Customer Courtesy Laptops Watch Digital Signage *Executive Briefing Center

7. Live feeds from discussion forum on community page

8. Bookmark and share feature to promote “pass along”

9. Multi-dimensional leader board (this week, this month, all time)

10. Video trailerWe decided to make this a downloadable game because the game is so big (almost 50MB) that it would have provided for a poor user experience online.

12. Tutorial videos

13. Polls, discussion forum, news feeds

14. Suited for user-generated content and tip sharing among members

15. Available from landing page, links to landing page andFacebook fan pageMost commonly used for online help, “how to”-s, and learning about and/or sharing game details.

17. Socially competitive mini games

18. Suited for user-generated content and sharing among members

19. Available from JIVE community page, links back to landing page

20. Tremendous organic growthMainly used for quick comments and likes in response to higher level posts, global participation in socially competitive fun, mini games.

21. Communication Assets Video Trailer Banner Electronic and Print URL CardsTrade Show/Event Signage HTML and “Pass Along” Emails

23. Traditional and social media hand in hand

24. Integrate between traditional and social media and within social media

25. Messaging

26. Tie main message theme to social media messaging

27. Adjust main message to fit social media channel and create channel –specific content as appropriate

28. Channel Use

29. Leverage main creative and assets in social media

30. Point social media postings back to game landing page

31. Start bookmarking and share press/blog mentions

32. Cross link , cross link, cross link

33. Primary objectives: drive new downloads, keep top of mind, encourage engagement

34. Traditional media to

35. Focus on long-term program/event insertions and support social media as needed

36. Seek out social media opportunities in programs/events

37. Social media to drive this phase

38. Keep content fresh to give a reason to return

39. Create activities to encourage participation

40. Experiment, Listen, Monitor, Assess and Choose Action

41. Educate

42. Share myPlanNet development and marketing experience with others

45. Social Media Execution Events/ Programs SM Objectives Channels Content Note: specifics have been removed

46. Example #1: Connecting to Corporate Initiatives: Cisco’s 25th Anniversary Cisco Celebrates 25 Yearscorporate press release Cisco myPlanNet:Evolution of the Internetover the past 25 years Service Provider blog Cisco Celebrates 25 Yearscorporate blogs

48. Point people to Cisco’s Broadband Stimulus program (in return Broadband Stimulus program helped cross-promote Cisco myPlanNet for a while)

50. Many Thanks to… Don Nelson, Stephen Liu and Robert Sealey of Cisco Service Provider Marketing for their help with executing the go-to-market strategy and many thanks to all the groups and individuals on the extended team involved in the development of Cisco myPlanNet Created by Petra Neiger http://xeesm.com/petra http://www.twitter.com/petra1400

51. © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential