© 2008 Cisco Systems, Inc. All rights reserved. 14743_06_2008 1

Ken Wirt, VP Consumer Marketing Cisco 6-7-10

Digital Cribs: Activating the Voice-of-the-Customer thru User Generated Video

CM Summit

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The Problem/Objectives – Home Networking

 Only 60% of homes with broadband have a home network

  #1 reason for not having a home network: - “I don’t know what I’d do with one”

 Aspirational - Someone I identify with - How they use a home network

 Global, efficient, engaging

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Cisco.com Consumer Site

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The Professionals = Template

 Paramore • “Twilight” film

•  Paul Van Dyk •  German DJ – 3M albums

•  Shane Battier •  NBA

•  Graham Hill – Treehugger.com

•  Martha Lane Fox – Lastminute.com

•  Lincoln Schatz – video artist

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Semi-Pros Worldwide Contest

 Filmaka.com • 800+ worldwide film makers

•  Robin Glass •  Brazilian musician

•  Mike Cotton •  UK surfer

•  Patrick Smith • Japanese wildlife videography

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User Generated Contest

 Heaven / Hell • Best home network • Why I need a new home network

•  Range of content • Philippine art student • Home automation • Hungarian utility worker

•  Voting activated personal networks

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Student Films – NYU / USC

  8 Films per school • Worked with film schools • Juried competition

•  Incredible subjects • Tim Ferriss – 4 Hr Work Week • Ballet Podcaster – 2M views •  David Malan – Harvard top prof •  Meditating monks

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  Traffic   4x traffic   350K views   67% are new visitors to Cisco.com

  Search results for DC increased from 4 to 34K

  User Engagement   167+ videos   15 countries   85K ratings, 23K comments

  100+ social media placements

  2008 Webby Honoree

  Gained market share

  One of the best performing business units

Results

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Learnings

  Templates   Student Power   International engagement   Subjects drive traffic

  “Real” stories drive engagement

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