TechWiseTV--"Energy Efficiency in the Data Center" Social Media Plan
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1 [email protected] Energy Efficiency in the Data Center TechWiseTV Episode: Aug. 21 Social Media Plan Melissa Kennedy June 2008
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How to promote an online episode around energy and technology to launch social media presence and generate leads?
Transcript of TechWiseTV--"Energy Efficiency in the Data Center" Social Media Plan
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential [email protected]
Energy Efficiency in the Data Center TechWiseTV Episode: Aug. 21Social Media Plan
Melissa Kennedy
June 2008
© 2006 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialMelissa Blaisdell ([email protected]) 2
Data Center & TechWiseTV Big Picture
AirAug 21st
Sustain DemandGenerate Interest
Physical Events (City tours, Cisco Live, Media Events)
Online Events, webcasts
Physical Events (City tours, Cisco Live, Media Events)
Online Events, webcasts
Video general availabilityVideo general availability
AR, PR, BR, Social Media DG
AR, PR, BR, Social Media DG
TechWiseTV“Green
Data Center”
TechWiseTV“Green
Data Center”
ARPRBR
Social Media DG
ARPRBR
Social Media DG
June July Sept
AirOct. 16
TechWiseTV
“VMware &
Virtualization in Data
Center”
TechWiseTV
“VMware &
Virtualization in Data
Center”
DC assetsDC assets Sneak Peek!
Sneak Peek!TrailerTrailer DC AssetsDC Assets Sneak
Peek!Sneak Peek!TrailerTrailer
Physical Events (City tours, Cisco Live, Media Events)Online Events, webcasts
Physical Events (City tours, Cisco Live, Media Events)Online Events, webcasts
© 2006 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialMelissa Blaisdell ([email protected]) 3
Data Center TWTV Social Media Strategy
Cadenced Cisco Blogging and Micro-blogging
Influential Blogger Outreach
Online Commenting
Audience/Show Collaboration
Viral Video Syndication
Social Network Engagement
Search Engine & Tag Optimization
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential [email protected]
In the Weeds: Tactics
Dates, Deliverables & Metrics
© 2006 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialMelissa Blaisdell ([email protected]) 5
Cisco Live! Outreach Snapshot: June 23-27
Leverage CiscoDC Twitter Venue to:– Continue research – Establish presence– Re-syndicate DC blogging activities
Deliver first blogger outreach email– Serve as interactive follow-up to press briefings, press release– Ask to review EAP tool: feedback, comment, share, blog– Create live interaction opportunity: TWTV team via Cisco LIVE will explore for show
Create video platform for audience collaboration– Create YouTube posting– Offer audience a way to ask questions for TWTV to explore– Promote– Leverage intelligence for show content, search, tag optimization
BIG SPLASH
© 2006 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialMelissa Blaisdell ([email protected]) 6
June Social Media DeliverablesDeliverable Due Date
Initiate DC & TWTV internal research May 26 - June 13
Initiate DC e-universe observation---understanding technology, online landscape and “social circles”
June 20, ongoing
Create CiscoDC twitter for research, presence and re-syndication of Cisco DC blog
June 6, ongoing
Deliver Video Syndication List June 23
Deliver first Blogger Outreach email
*Serve as interactive follow-up to press briefings, press release
*Ask to review EAP tool—feedback, comment, share, blog
*Offer audience a platform to ask questions for TWTV team via Cisco Live to explore for DC show
June 24-July 3
Create YouTube posting to ask for video questions for TWTV to explore on show: interactive, promote, optimize
June 24, ongoing
Complete
© 2006 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialMelissa Blaisdell ([email protected]) 7
July Social Media DeliverablesDeliverable Due Date
Continuing Interaction: YouTube Q’s, EAP tool evaluation, Twitter syndication
Ongoing
Prospecting blogger influencers, social network or community opportunities
Ongoing
Managing two-way communication between bloggers’ hot topics to DC bloggers and vice-versa:
*Cisco LIVE video blog, TWTV roving video reporters
*Blogger feedback
*DC assets, blog posts
Ongoing
Open show registration: URL available July 2
Create event pages in DC & TWTV facebook groups July 2
Syndicate TWTV spotlight to drive registration July 21
Launch blogger relations and placement campaign July 21
Launch email, telemarketing DG efforts July 28
© 2006 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialMelissa Blaisdell ([email protected]) 8
August Social Media Deliverables
Deliverable Due Date
Continuing Interaction: You Tube Q’s, EAP tool evaluation, Twitter syndication
Ongoing
Prospecting blogger influencers, social network or community opportunities
Ongoing
Managing two-way communication between bloggers’ hot topics to DC bloggers and vice-versa:
*Blogger feedback
*DC assets, blog posts
Ongoing
Research tag clouds within online venues to optimize tags, titles, descriptions
Ongoing
Launch blogger exclusive “Sneak Peek” Event Aug. 11
Air TWTV episode: “Energy Efficiency in the Data Center” with LIVE Q&A
Aug. 21
Video available, promote & prepare for next DC show Ongoing
© 2006 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialMelissa Blaisdell ([email protected]) 9
Data Center Pre-Show Flow
LaunchAug 21st
Generate Interest
TechWiseTV“Green
Data Center”Live Q&A
TechWiseTV“Green
Data Center”Live Q&A
June July
Research, Establish Community PresenceResearch, Establish
Community Presence
Cisco Live-Primer: PR/AR Briefing: June 16-18
Cisco Live-Primer: PR/AR Briefing: June 16-18
Blogger Outreach: EAP Tool feedback, Cisco Live Video opportunity: June 24 - July3
Blogger Outreach: EAP Tool feedback, Cisco Live Video opportunity: June 24 - July3
Cisco DC Bloggers: green posting, asset teasing—continuous syndicating to targeted bloggers, twitter, social media engagement, research
Cisco DC Bloggers: green posting, asset teasing—continuous syndicating to targeted bloggers, twitter, social media engagement, research
Spotlight syndicating/ blogger outreach: July 22Spotlight syndicating/ blogger outreach: July 22
Sneak Peak: Aug 19
Sneak Peak: Aug 19
August
AR: July 10AR: July 10
DC Conference: Aug. 4-7
DC Conference: Aug. 4-7
TWTV trad DG: wk July 28TWTV trad DG: wk July 28
Corp-led activities
M80/TWTV- led activities
Reg opens: July 2Reg opens: July 2
AR/PR Cisco Live: June 24, 25
AR/PR Cisco Live: June 24, 25
Blogger outreach, ask questions for JR/Robb to
ask at Cisco Live
Blogger outreach, ask questions for JR/Robb to
ask at Cisco Live
Establish You Tube: Q&A ChannelEstablish You Tube: Q&A Channel
Capitalize & Increase
Update DC& TWTV facebook pgsUpdate DC& TWTV facebook pgs
DC press event: July 14
DC press event: July 14
© 2006 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialMelissa Blaisdell ([email protected]) 10
How to measure success? Tactical activity-based metrics:
– Twitter feeds
– Blogger Outreach Pitches
– Video Syndication Placements
– Social Media Engagements
Audience activity-based metrics: Awareness & New Contact Acquisition
– Share (ex. Blogger placements)
– Register
– View
– Rate
– Contribute
– Subscribe
© 2006 Cisco Systems, Inc. All rights reserved.Cisco ConfidentialMelissa Blaisdell ([email protected]) 11
