June 29, 2010

2010 Vancouver Olympic Winter GamesThe Power of Social Media & Collaboration

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The Foreword

The goal of these next few slides is to show the power of two companies, NBC & Cisco, collaborating to highlight the power of social media.

This presentation not only looks at the results by the numbers, but looks at the true journey of collaboration pre-event to post event.

Check out the Cisco Flip Footage at NBCOlympics.com

“Loving Legwarmers with Bree Schaaf” from the Vancouver Olympics

NBC’s Brad Blanks asks locals in Whistler about the weather in Vancouver

Bill Schuffenhauer captures his U.S. bobsledding team’s excitement prior to Opening Ceremony

Speed skater Allison Baver preps for training at Vancouver Games

Tug-of-war between U.S. & Canada bobsled teams

NBC’s Brad Blanks interviews Queen Latifah at the 2010 Olympics

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Objectives

Capture the culture of the 2010 Vancouver Winter Games from fans, journalists, and athletes before and during the games

Help speed up the delivery of online video content while reducing production cost

Extend the reach of the Games beyond NBCOlympics.com

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Strategy

Before Event: Create excitement by highlighting how Cisco and NBC help revolutionize viewer experience at the Olympics

At Event:

Find a low-cost, low-fuzz alternative

for video production

Encourage recording and

sharing of footage

Put users in driver’s seat

After Event: Keep event “alive” by continuing to share user-generated content

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Tactics

Cisco provided Flip cameras to NBC who distributed them to US athletes, bloggers, analysts, etc. before event to record the behind-the-scenes story

NBC production crew edited and posted footage submitted by Flip users

Both companies leveraged all Cisco and NBC social media channels

Teams used consistent tagging in social media to increase reach

E.g., as #Flip, #Vancouver2010, # Olympics hashtags on Twitter

Both teams integrated social media into their online presence

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Anticipation Building

Cisco Facebook

Cisco Blogs Cisco YouTube videos

Cisco Twitter

Pre-EventCreate excitement by highlighting how Cisco and NBC help revolutionize viewer experience at the Olympics

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EventDrive content creation and consumption

Athletes create videousing Flip provided

by Cisco

NBC edits user-generated footage

Cisco Social Media Channels

NBC Social Media channels

Edited videos distributed via

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EventConnect social media, user-generated content (UGC) and online marketing to help facilitate content discovery

NBC displays NBC and Cisco tweets on NBCOlympics.com

Cisco blog points backto NBCOlympics.com

and embeds user-generated video

Online marketing to help promote social media and UGC

Social media to help promote online marketing and UGC

NBCOlympics.com hosts athlete’s video

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How successful have social media activities been?

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Cisco Employee with over 600 friends’ posts note about athletes using Flip cameras at Olympics

Cisco Social Media Program Manager responds back

Microsoft Friend with over 3,000 friends comments on post

Microsoft Friend creates related blog & video with approx. 50-60,000 visits per month

Microsoft Friend tweets blog with approx. 50,000 followers

1 post reachesover 50,000

users

The Power of a Facebook Post

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The Power of a Blog

Cisco blog during event generated…

About 50% increase on comments than on average posts About 60%+ increase on # of re-tweets from blog post #3 most viewed blog on Cisco Service Provider Blog from Feb 19 – May 10

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The Power of Collaboration

From January 2010 to March 2010

26 Flip videos Over 292,000 Flip

video minutes watched

Over 650,000 page views on NBCOlympics.com

Over 650,000 page views on Cisco.com

36% increase in followers on Cisco SP Video Twitter

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Seven Things We Would Do Differently Next Time

Capture all footage in one place instead of distributed across NBCOlympics.com

Pre-plan how, when and what type of metrics to track before the program instead of during the program

Establish clear knowledge of who the stakeholders are to leverage Flip footage and tweets

Monitor & track athletes’ tweets to increase social media awareness

Capture more photos at the Games & extend by posting on NBCOlympics.com and on Flickr

Create a more robust post-event joint social media plan

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Many Thanks to…..

Cheryl Conner, George Tupy, Sara Cicero, Karen Snell, David Deans, and Don Nelson from Cisco for their support with this program.

Thank you to all of the folks from NBC for their collaboration with Cisco: Perkins Miller, Lenny Blum, Eric Hamilton, Brad Blanks, Lindsay Yaw, and Lauren Cook.

Petra Neiger for her guidance on and contributions to this presentation.

Zoya Fallahzfallah@cisco.com

www.twitter.com/ZoyaFallah

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