Find out how Cisco and the Doobie Brothers partnered up to debut "World Gone Crazy".

1. From Cisco’s Perspective
October 2010
Entertainment in a
World Gone Crazy:
The Doobie Brothers
Album Debut

2. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 2
Foreword
 We would like to thank the Doobie Brothers,
the band’s management, record label and social
media agency for believing in technology so
much that they gave us the opportunity to partake
in this historic moment as the band embarked on
a new journey.
 We would also like to acknowledge our partners,
AT&T and Marriott for their dedication to and
partnership on this event.
 We had an unforgettable time pulling this program
together, thanks to everyone for the fond memories.
Now, let’s get down to business…

3. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 3
Objectives
 Introduce the new album “World Gone Crazy”
by The Doobie Brothers
 Expand audience reach and awareness beyond
a “concert hall”
 Share the vision of how technology and
social media can enhance the way we
consume entertainment
 Bring Cisco technology closer to current
and new audiences

4. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 4
Key Pillars of the Doobie Brothers
Album Debut
Watch, Share and Interact in Real Time from Anywhere
Live Studio TelePresence UStream

5. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 5
The Format
Listen to the Music
(no pun intended)
Interact with the Band
(by asking questions on
TelePresence, UStream, Twitter)

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Presentation_ID
The Countdown

7. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 7
Meet the Participants
 Technology Partners
AT&T TelePresence Service
Marriott Meeting Centers
Cisco
 Business Partners
Band Management
HOR Record Label
Cisco

8. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 8
Let’s Start with the Big Picture
The Road to “World Gone Crazy”
HOR Records
TelePresence
demo
(July 23 –
first official
meeting)
Met HOR
exec at
a party –
“So what do
you do at
Cisco?”
How can
this be
done in
2 months?
Is there
enough
time ?
Discuss
collaboration
options with
AT&T and
Marriott
HOR
promoting
“Nobody”
to radio
stations
Doobie
Brothers
Live
Concert
9/27
Social
Media
teams –
start
promotion
planning,
Facebook,
Twitter and
blogging
CiscoTV does
tests to determine
best way to deliver
superior music
experience over
TelePresence
Excitement
builds - Find
larger room
on campus –
300 seats
HOR
Records
hires agency
for Facebook
ads and radio
station
contests in
11 cities
HOR and Cisco
identify Marriott
TelePresence
locations for
each radio
station city in
prep for winners
and supporting
contributors
Plan
90- minute
program
with
CiscoTV
Create
YouTube
preview
video
Start
employee
promotions
Record
Doobie
Brothers
Interview
June July Aug Sep
May
Doobie Brothers (HOR Records)
Cisco

9. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 9
Promotional Activities
Across the Board
Record company/
agency outreach
Facebook fan page
Official web site
Integrated Cisco outreach strategy
Radio
contest
The rest of this presentation
will showcase Cisco’s event
strategy and execution

10. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 10
Pre-Show Objectives
Increase awareness
Activate employees,
customers and fans

11. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 11
How Did We Achieve Our Objectives?
Through an Integrated Outreach Effort
 Customer invitations to
TelePresence sessions
 Employee
communications
 Press & blogger
outreach, invitation to
live and TelePresence
events
 Event press release with
Doobie Brothers
 News@Cisco feature
 Message
amplification
 Promotional video
 Customer, fan
& employee
invitations to
UStream
 Influencer outreach
Social
Media
Marcom
PR
A collaborative effort between
Marketing Communications,
Social Media and PR

12. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 12
The Role of Social Media
Increase reach
Create anticipation
Drive attendance

13. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 13
Social Media: Pre-Show Activities
Employees Customers Fans
 Random drawing for live show
 Digital signage in cafes
 Visible tweets in main café
 Intranet communication
 Cisco blogs on and off Cisco domains
 Twitter campaign
 Influencer outreach via Twitter
 Facebook amplification and ads
 YouTube promotional teaser video
 Direct email to
selected guests

14. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 14
The Social Web Embraces the Event
Before the Show
Third-Party Blogs, Tweets and Retweets Help Spread the Word
LightReading Addicted to Vinyl

15. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 15
Getting Ready for the Show
A Special Little Treat for Y’All: Pre-Concert Sound Check Photos

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Presentation_ID
Show Time!

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Presentation_ID 17
Objectives At Show
Facilitate conversations
Encourage sharing
Tailor execution to incorporate
instant audience feedback

18. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 18
Three Levels of Conversations
and Sharing
Who Is Communicating and How?
 Audience with band
 Cisco fielded questions
via UStream Twitter feeds,
TelePresence, live
 Audience with Cisco
 Via UStream feeds, Twitter
 Live tweeting and instant
concert and behind-the-
scenes pictures by Cisco
and employees’
personal accounts
 Audience with each other
 Via UStream feeds, Twitter
Level
3
Level
1
Level
2
Our goal

19. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 19
Tailor Execution to Address
Audience Feedback
Based on Actionable Insight Shared Real Time in Social Media
stewwpidd pete lewis
Can't here the crowd there while they are going through sound board for the show. (#dbcisco live at http://ustream/mHwN )
27 Sep Favorite Retweet Reply
TallnTrue Doug Grimes
yeah tonewheel--tommy likes the crowd feedback....cisco? (#dbcisco live at http://ustream/mHwN )
27 Sep Favorite Retweet Reply
 Different camera angles capturing
audience participation
 Instant pictures conveying
audience excitement
Response

20. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID
The Results

21. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 21
Results from the Show
Live Studio TelePresence UStream
 Over 300 Cisco
employees and
guests in studio
 11 TelePresence locations
around the US
 Virtual customer and fan
interactions via Q&A
 Over 17,300 live views
 Around 340 UStream chat
interactions with fellow
fans, Cisco and band
 Over 1,000 total instant
photo views
 International participation

22. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 22
Fan Participation from Around the Globe
Increasing Reach through Virtual Event and Social Media
The Doobie Brothers "World Gone
Crazy" NEW Album Release Live
will start soon from 7:30AM JST
!!just now •
Good Afternoon America...I'm
logged in from Brisbane
http://Australia..Love these
Doobie Brothers just now •
Deggendorf, Bavaria, here.
Some more Cisco Commercials
as we expected. Hope the
Concert starts soonjust now •
Hi everyone Mark
here in the UK :-)
just now •
Hey all Southern Cali
herejust now •
Listening to Doobie
Brothers in Japan, Tokyo!
Cheers, all! #dbciscojust
now •
Thank you Tonewheel
from Norway !!just
now •
Afternoon from
beautiful
Wisconsinj
ust now •
originally New
Jersey, my new
home San Antonio
http://Texas....This is
Great! just now •
Hello From Florida!just
now •
Springfield, MO.
here:)just now •
Thanks
http://everyone...from
the UK it's "GOOD
NIGHT"just now •
“Where are you going to be
watching @TheDoobieBros album
kick-off from?? #dbcisco”

23. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 23
What Attendees Said About this Event

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Presentation_ID 24
What Attendees Said About this Event (cont’d)

25. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 25
The Word Continued to Spread on the
(Virtual) Street
 10+ articles
 Wall Street Journal
 All Things Digital
 TelePresence Options
 NBC Bay Area
 LightReading
 HollywoodLife Magazine
 Icon vs. Icon, All Things
Pop Culture
 And more

26. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 26
How Did Our Efforts Pay Off?
Before, During, After Show
 YouTube videos promoting concert and at event:
4,142 total views
 Instant and behind-the-scenes pictures:
close to 1,300 total views
 Total (managed + unmanaged) tweets:
est. approx. 1,200
 19% of managed (#dbcisco) tweets were retweets
 Tweets (Cisco generated) reached over
1.6M people
Total Results Up to 10/05/10

27. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 27
The Doobie Brothers Fan Page
Went Through the Roof
Active Promotion by Band Complemented by “Drive to” Activities by Cisco
* HOR Records managed the Doobie Brothers Facebook campaign
Facebook fan page growth
1,000 to 4,000 in 24 hours to
63,000 fans in < 4 days *

28. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 28
Can’t Get Enough of the Doobies?
Watch the Recorded Event
UStream video edited and moved to http://doobiebros.com/

29. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Presentation_ID 29
Many Thanks to…
In addition to the people and groups we thanked at the beginning of this
presentation, we would like to acknowledge and thank the core team members:
Xander Uyleman for overall program management and for believing in this
project when doubters lurked everywhere, Andrea Daley for marketing
communications and Kevin Petschow for PR support, as well as our extended
team in Service Provider Marketing, the Cisco TV studio team (super stars
Jennifer Mitchell and Bill Burch), and many other Cisco groups
Created By
Deborah Strickland Petra Neiger
deborahs@cisco.com neiger@cisco.com
http://twitter.com/deborahs http://twitter.com/petra1400