Building a Community with Social Media and Web 2.0 - Part II
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Transcript of Building a Community with Social Media and Web 2.0 - Part II
Building a Community with Building a Community with Social Media and Web 2.0 Social Media and Web 2.0 A Cisco Product Launch Case StudyA Cisco Product Launch Case Study
LaSandra Brill, Mgr, SP Central MarketingLaSandra Brill, Mgr, SP Central [email protected] [email protected]
Create a relationship
(not an event)
Build Communities (not websites)
Two Way Communication (not one way)
Organic (not synthetic)
Integration (not
interruption)
Being Everywhere
(not just in your domain)
Marketing in a Web 2.0 WorldMarketing in a Web 2.0 World
Cisco Aggregation Service Router (ASR 1000)First in New Series of Edge Routers in Nearly a Decade
Business:– Fills a gap between 7200 & 7600 routers– Applies to both SP Enterprise markets
Innovation: – World’s most advanced networking Silicon—QuantumFlow– New IOS-XE to support SP and Enterprise applications
Launch Goal: – Creates “cool factor” – show the “fun” side of Cisco– Deliver an online-only launch that builds over time– Increase ‘share of voice’ online
Business:– Fills a gap between 7200 & 7600 routers– Applies to both SP Enterprise markets
Innovation: – World’s most advanced networking Silicon—QuantumFlow– New IOS-XE to support SP and Enterprise applications
Launch Goal: – Creates “cool factor” – show the “fun” side of Cisco– Deliver an online-only launch that builds over time– Increase ‘share of voice’ online
Launch Strategy: Involve the Human NetworkUse Web 2.0 and video to create buzz and build a community that is passionate about Cisco products
Virtual Launch Event
Uber User Video(s)
Uber User Group
Feb Mar Apr
Building a Community in 3-Months and Driving Registration to Launch Event
Building a Community in 3-Months and Driving Registration to Launch Event
“Ask the Expert” Event
Social Media Buzz Tracking
Influencer Outreach
PR/Blogger Outreach Social Media Release
Social Media WidgetInteractive 3D Game
Cisco Web
Uber User PostCisco Blog ASR Announcement
Topic Seeding
launch
Live Cisco ConcertLaunch Countdown
Uber User Site
Teaser Release
Environmental/TCO CalculatorMobile Web
Generate Buzz & Event Registrations Uber User Campaign
Collect registrations to launch event Proliferate videos on YouTube Encourage ‘sharing’ and viral pick-up
Goal
Build Community with Facebook
Build community Communicate the FUN side of Cisco Drive audience to register for launch event
Goal
Highlight Key ASR Features through 3D Game
Learn & Play: Defend the Network from the forces impacting the edge using the ASR
Tournament of Aces
Learn & Play: Defend the Network from the forces impacting the edge using the ASR
Tournament of Aces
Appeal to technical audience using new “cool” means Demonstrate ASR value proposition through game play Encourage ‘sharing’ through competition
Goal
Extend Visibility in Second Life
Pre-Event Live ConcertLaunch Event Countdown Calculator
Appeal to technical audience using new “cool” means Demonstrate ASR value proposition through virtual
experience Drive audience to register for launch event
Goal
Board your personal transport deviceSurf through the router
Live Launch EventBrief Press Virtual
TCO & Environmental Calculators
Create interactive web experience
Demonstrate two key messages of the ASR
Goal
Rich interactive tools:
– Calculate competitive price comparisons
– Determine carbon footprint
Rich interactive tools:
– Calculate competitive price comparisons
– Determine carbon footprint
Encouraging Spread of content with Social Media Widget
Encourage sharing with embed capability Enhance web experience on Cisco.com Drive audience to register for launch event
Goal
Collection of key videos, collateral and images in a widget format
Embed into social media release and launch pages
Encourage use by allowing spreading of information via embed code
Collection of key videos, collateral and images in a widget format
Embed into social media release and launch pages
Encourage use by allowing spreading of information via embed code
Communication Through Cisco Blogs
Intrigue bloggers & customers Encourage viral pick-up Drive audience to register for launch event
Goal
Heighten Press Buzz with Teaser Release
Cisco Introduces the QuantumFlow Processor: The World’s Most Advanced Piece of Networking Silicon
San Jose, California—February 25—With over 1.3 billion transistors, the new Cisco QuantumFlow processor is set to reshape routing…
Feed speculation to extend press coverage by a week Drive audience to register for launch event
Goal
Clear & Simple
Ensure Accuracy
Easy Access
Build Community
Attention-grabbing
Embed Code for Sharing
Blogger Outreach via Social Media Release
Include Cisco’s Networking Professionals Technical Community
Seed Cisco forum with discussion topics Encourage communication between customers Interact with customers – “Ask the Expert”
Goal
Increase Visibility with Mobile Access
Abbreviated datasheet
Video datasheet
Abbreviated datasheet
Video datasheet
Create interactive web experience Offer multiple ways to consume information Drive audience to register for launch event
Goal
Introduce Product Online via “Live” Online Event
9am PST US/Canada/LatAm/W-C Europe
6pm PST Japan/China9pm PST India12am PST C/E Europe/
ME/Africa
Around the World Launch Events
Maximize audience attendance worldwide Showcase high priority of this announcement by Cisco
Goal
Follow-the-Sun Global TelePresence Sessions
Encourage field to invite customers to CBCs to watch event, discuss and learn more
Orchestrate EBC TelePresence session with product team/spokespeople
Encourage field to invite customers to CBCs to watch event, discuss and learn more
Orchestrate EBC TelePresence session with product team/spokespeople
Goal
Translate event interest to sales engagement Showcase “Walking the Talk,”
emphasizing ASR drivers
ASR Launch a Success?
ASR Launch a Success?
CRS-1 Launch
Virtual, Viral and VisualLeveraging Web 2.0 technologies
Approach: traditional, physical event
No travel ─saved carbon emissions equal to 188 tons of coal or 42,000 gallons of gas
Travel: required extensive audience travel to San Jose, CA
Global: 9,000+ attendance in 128 countriesSize: 100+ attendance in 100
countriesCost less than ONE-SEVENTH of CRS-1 launch expense
Cost: $20,000+ in airport car service alone
245 articles, 1000+ blog posts, 40M+ impressions
Coverage: 87 articles, 135 press attended events
ASR 1000 Launch
Lessons Learned
Fish where the fish are
It is OK to show your human side
Avoid hidden costs
Don’t rely too heavily on agencies or outside “experts”
Test, test and test again
Emphasize user-generated content
Not everything will work
Take risks
ASR 9000 LaunchContinuing the Virtual, Viral, Visual ApproachContinuing the Virtual, Viral, Visual Approach
What was different?
Embraced more Viral style for pre-buzz
Retooled “vehicle” list
– Second Life – cut
– Stylized “reveal” site
More orchestrated continuing the conversation/momentum
– “Aftershock” program
Embraced more Viral style for pre-buzz
Retooled “vehicle” list
– Second Life – cut
– Stylized “reveal” site
More orchestrated continuing the conversation/momentum
– “Aftershock” program
A New Mantra…
VIRAL
VIRTUAL
VISUAL
Global reachOnline reveal
Online (addictive) gamewww.cisco.com/go/edgequest
Pre-launch buzz videos
Blogs
Source: Cisco Social Media Team
Source: Cisco Social Media Team
We ASR 9000
“Clever marketing from the folks at Cisco (CSCO)….
If even only a few them smile and think of Cisco more as a funny cool friend than a stodgy IT firm, it was worth it.”
“This is some serious metal… meant for large service providers sending out vast streams of data….
Because nothing says ‘forever’ like up to 6.4 terabits per second,” says the Cisco voiceover in the ad.
130,000+ viewings in three weeks
Strong Field Reviews
“This is fantastic”
“I shared it with my customer’s CMO…”
“Keep them coming. This is sure to attract the right kind of attention for us.“
and …Forrester is creating a case study on Cisco’s
Virtual, Viral, Visual Marketing…
Happy Valentine’s
Day!
I hope it’s an ASR 9000!!!
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Beautifully Engineered Series
NEW video series designed to clearly articulate ASR9k differentiators
First three available NOW (www.cisco.com/go/asr9kexplained)
1.Beautifully Engineered – Power of the ASR9k platform
2.Right on Queue – Traffic Management Intelligence and Excellence
3.Non-Step Content – IOS
Launch: 11/11/09Launch: 11/11/09
Prep the NetInteract. Share. Underscore Messages. Have fun.
www.prepthenet.com
“Server Farm”
“ASR 9k World Tour”
“Tbps Party ”
•Create a “Rave”•ASR 9k for all!
•Internal/External Contest
World’s Most
Powerful Edge
Router - Flip
Version
http://techedgeweekly.com/?page_id=162
Creative Posters creatively available for printing and forwarding
Unique way for PR, AR, sales to communicate
Invitations
catchy thank-yous
Continuation of fun, personality-side of ASR 9k
Posters/e-CardsConversation Starters
Traditional vs Social Media Launch Comparison
CRS-1 ASR 1000 ASR 9000
Date May-04 Mar-08 Nov-08
Budget $8 Million $1.3 Million $1 Million
Tone Traditional Humorous/Higher Risk Humorous/Higher Risk
Audience Emphasis BDM
Ent & SP
TDM/BDMSP Only
TDM/BDM
Web Impressions 5.9M 8.4M 9M
Print AdvertisingWSJ, NYT, Mercury News –
total of 23 newspapers, WW None None
Online AdvertisingForbes,WSJ,Yahoo, Techweb,
CNET, Network World..
CNN, Weather Channel, ESPN, Light Reading,
Network World..Light Reading, Network
World, Theatre sites
# Countries Reached 100+ 128 116
Physical Events Bay Area, Canada, UK, Asia None None
Online Launch Event 1500 viewers 7000 viewers 9100 first look viewers
Press Coverage87 articles, 135 press
attended events245 articles, 1000+ blog
posts, 40M+ impressions250+ articles,44.5M
impressions
Analyst Relations 34 analysts/14 firms briefed137 analysts/26 firms
briefed158 analysts from 37 firms
briefed
Investor Relations No data available 84 Participants - TechTalk 110 participants + 1-1’s
Green Factor Physical and online All online All Online