Cisco Public © 2010 Cisco and/or its affiliates. All rights reserved. 1 Social Media Top Tasks In partnership with customercarewords.com Cisco Global Social Media April 2013

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2 Source: Forrester Tech Marketing Navigator, Q *Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report Business Technology buyers continue to use social for work. And in more ways than you might realize… Social Technographics ™ Ladder For Business Technology Buyers Creators Publish web pages, blogs & upload videos/audio Conversationalists Update status/Post updates Critics Comment on blogs & post ratings/reviews Collectors Use RSS & tag web pages to gather information Joiners Maintain profile on social networking sites Inactives Are online, but don’t yet participate in any form of social media Spectators Read blogs, watch peer videos & listen to podcasts 15% 80% 53% 51% 62% 36% 55% 31% of BT buyers upload presentations or slides to a public presentation sharing web site (e.g. Slideshare) 35% of BT buyers contribute to online forums or discussion groups 31% of BT buyers use RSS (Really Simple Syndications) feeds 52% of BT buyers read online forums or discussion groups 52% of BT buyers read customer ratings / reviews of products or services (e.g. Amazon, Epinions, Yelp) Percentages include BT decision-makers who said that they engage in selected social activities for business purposes. Base: global BT decision makers Source: Forrester Tech Marketing Navigator, Q1 2012

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 240m annual visits to Cisco.com 2m social media mentions 4.2m social reach 3m customer app Downloads* (6x YoY) 1.3m paid search click-throughs 73m organic search referrals 3m mobile web visitors 1.4m social referrers to Cisco.com Cisco.comSocial ReachMobile PhonesTablets Source: Cisco SiteCatalyst & other internal metrics. 2% 55% 91% 341%

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4 © 2010 Cisco and/or its affiliates. All rights reserved. 4 B2B buyers are engaging on social media and connecting with Cisco…but why?

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5 © 2010 Cisco and/or its affiliates. All rights reserved. 5 Partnering with Customer Carewords, we conducted a “Top Tasks” study to find out. Top Tasks – The most important tasks that your website or social media visitors are trying to accomplish.

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6 The top task methodology is a unique scoring technique enabling visitors to tell us in precise, statistical terms their top tasks. Typically, this is used for websites, but in our case, we applied it to our Cisco-owned social media pages.

Cisco.com 2010 study

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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9 To make sure the results was statistically significant, we made sure to have a sample size of over 400 responses. Valid Responses: 461 Period of Poll: July 31, 2012 to September 26, 2012 Social Platforms Analyzed: Facebook (facebook.com/cisco) Twitter Cisco Communities (communities.cisco.com)

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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13 1.Network design (best practices, peer recommendations) 2.Configuration, installation, set- up, deployment 3.Training 4.Events (webcasts, seminars, Cisco Live) 5.Certification (requirements, renewal, status)

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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24 Research is an important part of the work we do because it informs our strategy. Here’s how you can leverage the top tasks research: Define your business objective Create your social media strategy Understand what top tasks your social channel should focus on Align your communication strategy with your users’ top tasks Measure how well your visitors can complete their tasks

Thank you.