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Virtual, Viral, Visual - Cisco ASR 9000 Launch Strategy
 

Virtual, Viral, Visual - Cisco ASR 9000 Launch Strategy

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Virtual, viral and visual marketing for a high-profile product launch. Social media and traditional outreach integration during pre-launch and launch to drive registrations and page visits.

Virtual, viral and visual marketing for a high-profile product launch. Social media and traditional outreach integration during pre-launch and launch to drive registrations and page visits.

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  • 5am PST: ASR-1000 Press Release Hits Wire Cisco.com ASR-1000 site goes live Follow up Uber-User Video go live Second Life ASR-1000 building/content goes live   9am PST Broadcast: US/Canada/Latam/W-C Europe (UTC-5 – 12N New York; UTC-2 – 3pm Buenos Aires; UTC -- 5pm London; UTC+1 -- 6pm Prague/Paris/Rome) Q&A command center live Telepresence Support Session 6pm PST Broadcast: Japan/China (UTC+11 - 1pm Sydney; UTC+9 -- 11am Tokyo, UTC+8 -- 10am Beijing/Singapore) Q&A command center live Telepresence Support Session 9pm PST Broadcast: India (UTC+5.30 - 10.30 Bangalore) Q&A command center live Telepresence Support Session 12am PST Broadcast: C/E Europe/ME/Africa  PST (UTC+1 – 9am Prague/Paris/Rome; UTC+2 – 10am Johannesburg; UTC+3 - 11am Moscow, UTC+4 - 12N Dubai)  Q&A command center live Telepresence Support Session TBD Visual Networking Ad initially airs

Virtual, Viral, Visual - Cisco ASR 9000 Launch Strategy Virtual, Viral, Visual - Cisco ASR 9000 Launch Strategy Presentation Transcript

  • Cisco ASR 9000 Product Launch Strategy Overview Public launch: November 11, 2008
  • Cisco ASR 9000 Debut of the Second New Edge Router in 2008
    • Launch Objectives:
      • Introduce the Cisco ASR 9000 Aggregations Services Routers: Carrier Ethernet Foundation for Visual Networking
      • Drive Service Provider awareness globally
      • Continue “cool factor” for ASR line
      • Tie campaign to Cisco’s overall Human Network Effect campaign
    Launch Strategy: Use the video, Web 2.0, and mobile drivers that are creating the need for ASR to promote ASR
  • ASR Launch Strategy Use Drivers Creating Need for ASR to Promote ASR Create a Comprehensive Campaign around ASR 9000, Turning Launch Day into Weeks See Compare Download Play Anticipate Talk Experience Cisco ASR 9000 Series
  • Things We Learned and Improved on from the Cisco ASR 1000 Launch
    • All-around campaign integration
      • Creative microsite and Cisco.com solution web integration
      • Social media and traditional media
      • Regional participation
      • BU collaboration
    • Re-evaluation of ASR 1000 vehicles and methods
      • SecondLife out
      • Truly viral campaign for pre-launch buzz generation
      • Global relevance of campaign assets
      • Content frequency and engagement execution in social media
    • Localized content available at time of or shortly after US launch
    • Keeping momentum going post launch
  • Anticipate Generate Pre-Buzz with Online Teaser Ads
    • Provide intrigue of major pending announcement
    • Build audience for opt-in mailings
    Pre Launch Post Goal Anticipate
  • Anticipate Generate Pre-Buzz with Online Teaser Videos
    • Provide intrigue of major pending announcement
    • Encourage pass around effect to target market
    • Drive people back to pre-launch registration page
    • Online Humorous Video Series
      • Investigative reporter trying to get the scoop on a rumored announcement
      • Approaches Execs in gonzo fashion demanding answers
    • Release incrementally until launch in webisode fashion
    • Visit www.techedgeweekly.com
    Pre Launch Post Goal Anticipate
  • Day of Launch/Ongoing Theme
  • See Introduce Product Online on Dynamic Web Site
    • Address global audience
    • Showcase different look to emphasize different approach of product
    • Provide relatable metaphor for capabilities
    • Enable interactive element of wide range of visual content
    • Entice people to jump to Cisco.com solution pages to learn more
    Pre Launch Post Goal See
  • Experience Go Inside the Product with a Technical Test Drive
    • Provide “cool” way to understand technical capabilities
    • Showcase different look to emphasize different approach of product, give impactful TDM vehicle
    Pre Launch Post Goal Experience
  • Talk… to TelePresence Orchestration
    • Encourage global field to invite customers in days following announcement to learn more
    • Orchestrate EBC TelePresence sessions with product team/spokespeople
    • Translate news buzz to sales engagement
    • Quickly expand high-touch customer reach
    Pre Launch Post Goal Talk
  • Talk… about Post Launch Advertisements, Viral Videos, Social Media
    • Spur dialogue amongst communities with creative outreach, with some efforts lasting up to quarter past launch
    • Keep top of mind, bridging through holidays
    • Keep techedgeweekly content fresh post holidays for continued social media push
    Pre Launch Post Goal Talk
  • Play Highlight Key ASR Features through EdgeQuest 2 S
    • Appeal to technical audience using new “cool” means
    • Make ASR value proposition resonate through game play
    • Encourage competition, social aspects of gaming to promote ASR
    • Take advantage of existing EdgeQuest 1 technical audience
    • Use web and social media to promote game
    Draft image Pre Launch Post Level 1 Craft Level 2 Craft Level 3 Craft Play Goal
  • Compare ASR 9000 iPhone App
    • “ Are you a super-user?”
      • See how you compare to others
      • Challenge a friend to compete
    • Highlights ASR role on screen in making “cool” experiences happen
    • Promote Cisco innovation to broader consumer audience using new “cool” means
    • Create broader marketing story
    • Tie into existing campaign and extend ASR 9000 impressions life-span
    • Leverage existing ASR recognition
    Super User Rank Pre Launch Post Goal Compare
  • Download Leverage Social Media with Improved Web Widget
    • Consolidated “index” of web content
      • Videos
      • TCO Tool
      • Brochures/white papers
    • Place into social media release, RSS feeds
    • Permit easy means to “embed” in online posts
    • Appeal to social media using new means
    • Facilitate widespread distribution and sharing of content
    Pre Launch Post Goal Download Example
  • ASR Launch Strategy Use Drivers Creating Need for ASR to Promote ASR Dynamic Web Site iPhone App Widget EdgeQuest 2 Teaser Ads & Videos Viral Video & Web Ads & Social Media Technical Test Drive See Compare Download Play Anticipate Talk Experience
  • What Are We Communicating Externally ? Cisco ASR 9000 After Internal, Before External After External External Launch Day Before Internal Stylized site reveal (Beautifully engineered) Stylized site linked to Cisco.com pages Viral videos, Teaser ads, Banners, SM Internal Launch Day Marketing/Human Network Effect Registration for 11/11 site reveal EBC, TP, Cisco Days, etc Customer Comms Rolling Thunder (web-based tools, assets, news, events) All Media, CDC Buzz Campaign Registration Site (Get a sneak peek)
  • Social Media: An Integral Part of ASR 9000 Launch - Awareness Content Tactics to create awareness of and visits to our social media properties
    • “ Community links” on Cisco.com to promote
      • Uber User Facebook group
      • CiscoSP360 Twitter Feed
      • SP360 Blog
      • Social media release
    • Video Syndication for video assets (YouTube, etc)
    • NetPro banners and newsletter
    • Ask the Expert online event (discussion forum)
    • EdgeQuest 2 tournament
  • Social Media: An Integral Part of ASR 9000 Launch - Destinations Content Blogs, communities, and Cisco.com destinations and communication tools
    • Blogs/microblogging
      • Cisco SP360 blog
      • Cisco Platform blog
      • Techedgeweekly.com “Gonzo” blog
      • CiscoSP360 Twitter feed
      • Other Cisco Twitter feeds
    • Facebook – Internet Addicts group
    • Q&A Tool
    • NetPro
    • Cisco.com pages
      • Pre-launch site
      • Launch (micro)site
      • ASR 9000 pages
  • Social Media: An Integral Part of ASR 9000 Launch - Content ASR 9000 tools or content appropriate for social media distribution or promotion
    • Social media content
      • Social media press release
      • ASR Widget
      • Edge Quest game
      • Techedgeweekly.com videos
    • Other content to promote via social media
      • Pre-launch teaser video
      • Technical test drive
      • Biz tools (TCO & environmental impact calculators)
      • iPhone application
  • Pre-Launch Communication Flow Drive registrations to view exclusive content Get a sneak peek Registration Page “ Get a sneak peek” Countdown clock Share with a friend Facebook, Twitter Digg, Delicious Exclusive Content www.techedgeweekly.com Cisco Sales Direct Email Online Media & Web Social Media PR AR
  • Launch Communication Flow Drive visitors to reveal portal, continue onto Solution page Share with a friend Facebook, Twitter Digg, Delicious Interactive brochure Link to detailed ASR 9000 solution page on Cisco.com www.techedgeweekly.com Cisco Sales Direct Email Online Media & Web Social Media PR AR
  • External Communication Tactics Inform Act Participate Read Watch Listen Direct Email Web (Traditional & Social Networking Sites) 3 rd Party Online Media Socialize Web 2.0 (e.g., widget) EBC*: Virtual Demos, Speakers, Videos, Agenda Integration Banners Technical Test Drive Theater Partnerships (Viral) videos Edge Quest 2 Physical Trade Shows Discussion Forums iPhone Applet Light Reading Virtual Channel Cisco Days *Executive Briefing Center SMR, Twitter, SP360, Cross promote Blogs TelePresence
  • Cisco ASR 9000 Post-Launch Momentum
    • Post-Launch Objectives:
      • Keep ASR 9000 top of mind
      • Continue “cool factor” for ASR line
    Post-Launch Strategy: Develop targeted programs for top accounts Reinforce ASR 9000 messaging via web 2.0 programs
  • ASR Post-Launch Strategy Targeted and Web 2.0 Programs Keep ASR 9000 momentum going with innovative marketing iPhone App EdgeQuest 2 Teaser Ads & Videos Technical Test Drive Dynamic Web Site Widget Viral Video & Web Ads & Social Media See Compare Download Play Anticipate Talk Experience Cisco ASR 9000 Series
  • Example 1 EdgeQuest 2 Tournament
    • 2-week long global contest, top 3 wins each week
    • Promoted via social media globally, TechTarget, LightReading features and direct marketing in US
    Pre Launch Post Play
  • Example 2 Valentine’s Day Video Pre Launch Post “ 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.“ Happy Valentine’s Day! I hope it’s an ASR 9000!!! Talk
  • Resources Learn More About What Cisco Service Provider Is Doing
    • Follow us on Twitter:
      • Service Provider (SP): http://twitter.com/ciscosp360
      • SP Mobility: http://twitter.com/ciscospmobility
      • SP Video: http://twitter.com/ciscospvideo
      • SP Data Center & Virtualization: http://twitter.com/spdatacenter
    • Other resources:
      • Slideshare: http://slideshare.net/ciscosp360
      • YouTube: http://youtube.com/ciscosp360
      • Blog: http://blogs.cisco.com/sp
      • Cisco SR 9000 Techedgeweekly site: http://techedgeweekly.com
  • Many Thanks to…
    • Melissa Mines, Doug Webster and Deb Strickland of Cisco for their contributions.
    • Petra Neiger xeesm.com/petra
  •