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Cisco’s Eos Adds Music Partners — And A New Note With Travel Channel

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When we last checked in with *Cisco* Eos, the white label social network platform was still a one-chord band of sorts, with Warner Music Group (NYSE: WMG) as its only customer and a relatively small one at that. WMG’s expansion in August took its Eos use from two artists to five with a promise to hit at least a dozen by this CES. But Cisco (NSDQ: CSCO) chugs into its second year with new partners — including the Travel Channel — and more Warner sites than expected.

Travel Channel, which is using Eos to build sites around its travel-related content and brands, is the first non-music customer. Cisco also has signed two more music-related companies: All Access Today, and Tenth Street Entertainment. All of the music customers are looking for ways to build online fan communities and sites that either enhance current revenue or build new revenue streams.

WMG by the numbers: In August, Warner promised at least a dozen sites by CES and has more than 20; it’s now averaging one new site a week. The number of uniques has grown, hitting more than 1.7 million — still relatively small for a platform run by a company as large as Cisco but enough to start to see the results of scaling and, says Dan Scheinman, SVP/GM of Cisco Media Solutions Group, to build confidence. When Trey Songz decided to premier a music video on and encouraged sharing it through Twitter and Facebook, site traffic jumped by 10 times the daily average and Atlantic Records got its heaviest hour of traffic without a blip.

The average unique user spends roughly 8.4 minutes on an artist site; according to Warner, the level of engagement is more than 25 percent higher than on non-Eos sites. The average transaction size is up by over 3X. The same could be true if other social network options were used but Warner CEO Edgar Bronfman Jr. told investors during the last earnings call that it’s more effective than DIY infrastructure.