Agenda

1) Brief Introduction – Fernanda Rodrigues

2) Advantages, disadvantages, and Comparison – Alyssa White

3) Criteria – google doc. - Laura Lamberty and Tsering Shrestha.

4) Benefits of direct link to customers - Selina-Rachel Mendez.

5) Choice of tactics ? Top-down or bottom-up? Why? - Nireshan N

Cisco System Inc.

• 2008 - One of the worlds most

successful Technologies commpany

• Focus on networking

Focus

Individuals EnterprisesService

ProvidersGovernment

Solution

Internet Collaborative Video Productivity

Cisco’s

Hardware Software Service

Lauching the ASR 1000 Series Router

• When?• 2008

• What is it?• Launching the ASR 1000 Series

• Router: device that forwards data between computer network, determining the data final destination. It creates an internetwork.

• Allow service providers and enterprises to manage the growing volume of resources-intensive integrated data and voice and video in their network

Lauching the ASR 1000 Series Router

• Who?• Suraj Shetty (VP world wide) challenged the team to do a different launching

• Len LuPriore (Marketing Manage)? Message and positioning Strategy

• LaSandra Brill (Manager of Web and Social Midia): lead the 2,0 and social midia strategy

• What happened?• Virtually, Visually, Virally - Green

Web 2.0 technologies

• What?• “Allow users to interact and collaborate with each other in a social media

dialogue as creators of user-generated content in a virtual community, in contrast to websites where people are limited to the passive viewing of content”

In other words: blogs, video sharing, social network sites and mesh up

• When?• Coined in 1999 by Darcy DiNucci

• Popularized by Tim O'Reilly at the O'Reilly Media Web 2.0 conference in 2004

“Eating its own food dog”

Virtually

• Only Digital midia channels

• Zero spending in Tv or Magazines

Visually

• Heavy use of vídeo

• Interactive games

Virally Green

• Virtual + visual would influence the buzz in technologic users

• It will not create physical trash

Goals for Lauching Campaign

1. Increase Awareness and interest in the product among decision

makers and those who influence them

2. Create a cool facor – show the fun and human side of Cisco Systems

3. Deliver na online-only lauch that would build and sustain over time

4. Increase Cisco’s “share of voice” online

How?

MicrositeSocial Midia

Videos

FacebookCommunity

Edge Quest 3-D

Second Life

InteractiveWeb Tools

Blogs andForun

Online Event

We need answers

• Would the plan be able to generate the appropriate reach among cisco’s

highly technical target audience and change perception of the midia and

the broader market?

• Will the tactics be able to effectively convey the value position for the ASR

1000?

• Are the portfolio of digital channels and tactics appropriate for the product

and the goals of the launch campaign?