Cisco ūmi and the NBA: The Power of Social Media Partnerships

Cisco ūmi and the NBA:The Power of Social Media Partnerships
Jeffrey Marusak: Digital Marketing Manager
ZoyaFallah: Social Media Manager

Cisco ūmi / NBA Marketing Program Overview
Cisco is the Official Technology Partner of the NBA.
The Cisco Sports Marketing team and the Cisco ūmi Marketing team partnered with the NBA to capture four player/family pairs connecting over Cisco ūmi from their homes. We began cross-promoting this partnership with the NBA back in February 2011 beginning with the All-Star Jam Session.
Since February, we have released the videos of NBA players using ūmi, along with correlating blog posts, on the “NBA at Home” website. This led into the “Meet an NBA Legend” sweepstakes which ran in June.

Timeline of Cisco/NBA Social Media Promotions
2011
Feb. 21
April 1
May 20
June 1
July 1
Feb. 16
Cisco ūmi Partnership with the NBA
NBA All-Star Jam Session – Online Promotion
NBA at Home Videos – Online Promotion
“Meet an NBA Legend” Sweepstakes
– Online Promotion
To build Cisco ūmi’s online community – Facebook, Twitter, YouTube, Blog
To increase Cisco ūmi awareness through our partnership with the NBA
Primary Goals

Cisco ūmi/NBA Marketing Programs (Feb-June 2011)Comparisons

Cisco ūmi/NBA “Meet an NBA Legend” SweepstakesOverview

Cisco ūmi/NBA “Meet an NBA Legend” Sweeps June 3-June 19
Campaign
Awareness
Results
Extend the “At Home with Cisco umi and the NBA” partnership by rewarding a fan with a live umi call with NBA Legend Bill Russell
2,300 Comments and 15,000 ‘Likes’
Nearly 9MM impressions
70% increase in umi mentions and 99.9% positive sentiment
More than 14MM followers reached
Article about umi sweeps in New England Sports viewed by up to 300K
16,000 video views and 26 comments
More than 10,000 views on 3 blogs
Bill Walton’s wife, Lori Walton, tweeted with Bill Russell’s daughter and Huffington Post journalist, Karen Russell:

Cisco ūmi Twitter Campaign Comparison Dec. 2010-June 2010
Twitter exposure was higher than any other campaign due to the reach of the NBA’s Twitter account.

Sample Online Comments

Ingredients for Sweepstakes Success
Test: Test the front and back end of your sweepstakes to ensure all links work in all browsers.
Metrics and Rules:Ensure that clear metrics are established before you begin your program.
Collaboration: Collaborate and leverage the full extent of a partnership to promote and amplify activities online.
Budget: Promotional spend is critical to the success of the campaign. Increase media spend to help drive submissions and awareness online.
Timing of sweepstakes: Ensure timing of sweepstakes does not conflict with other promotions to sustain awareness and momentum.
Prizes: Make sure the prizes are motivating & there is a “sharing” incentive for people who enter.

Many Thanks to….
The Cisco ūmi Marketing team and the Cisco Sports Marketing team, especially Mindy MutschelknausandCyndie Wang fordrivingthe NBA partnership.
Thank you to Chris Wiebke and Mark Bodenraderfromthe NBA fortheirpartnershipandsupport.

Cisco ūmi and the NBA: The Power of Social Media Partnerships

by CiscoHome on Aug 22, 2011

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Cisco ūmi and the NBA: The Power of Social Media Partnerships — Presentation Transcript