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Cisco umi: Driving Awareness through Social Media
 

Cisco umi: Driving Awareness through Social Media

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The purpose of this case study is to show how Cisco initiated the launch of ūmi telepresence with a strong following on the social web.

The purpose of this case study is to show how Cisco initiated the launch of ūmi telepresence with a strong following on the social web.

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    Cisco umi: Driving Awareness through Social Media Cisco umi: Driving Awareness through Social Media Presentation Transcript

    • Cisco ūmi:Driving Awarenessthrough Social MediaFebruary 2011© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
    • Bring Your Friends and Family into Your Living Room with Your HD Television Connect Cisco ūmi to your HD television so you can be there for everything, from birthday parties to bedtime stories. Cisco ūmi makes it easy to be together for lifes moments—big and small.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
    • New Market Adoption Highlights Results: Strong Initial Interest  Successful ūmi launch event  Extensive media coverage – Today Show, USA Today, CNN…  Innovative Advertising, Product 1M Trial Experiences Integration (Oprah) 500K visitors to website  Aggressive social media/influencer marketing  286K Google search results 100K contest entries  Mobile/Mall Experiential Tour 20K Facebook fans  Partner Marketing (BBY, Verizon)© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
    • •To drive awareness of a new video communicationexperience•To educate people on the experience that ūmienables•To create communities of interest for people toshare their own personal stories and ideas© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
    • Mobile Web Video Partner Actionable Marketing Listening Celebrity Influencer Special Outreach Offers Contests© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
    • How did we use social media on our Cisco ūmi platforms?© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
    • OpenID on Cisco ūmi marketing website drives visitors to Facebook 500,000+ Visitors to Cisco marketing website Thousands of “Likes” on Cisco.com videos linked to Facebook© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
    • http://www.cisco.com/web/mobile/sol/cons/index.htmlTo enhance the consumer experienceby:Directly linking 1,000,000+ consumer trialexperiences at mall and tour vanTracking specific promotions offline thatlead to an online visitDriving engagement to the productwebsite and social media websitesgenerating 100K+ contest entries © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
    • ObjectiveEncourages people to share their personalstories about who they would like to connect withover ūmi to drive awarenessResults Enter-to-Win Sweepstakes100,000+ Contest and SweepstakesSubmissionsHundreds of comments on blog platform User Generated Photo Contest Cisco ūmi 50 for 50 Blog Contest © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
    • How did we leverage influencers and partners to drive social media awareness around Cisco ūmi?© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
    • Objective• To drive awareness through partnerships with online and offline influencers and communitiesResults• 20,000+ views on blog posts tied to partnerships• 3000+ moms participated in Tweet-Ups reaching over 2.5 million Twitter accounts in 4 weeks© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
    • Objective• To enlist celebrity influencers to increase product awarenessResults• Ryan Seacrest tweets reached over 4,000,000 Followers on Twitter• Voluntary syndication by Ellen Page• Reached 250,000+ Ellen Page Fans on Facebook and generated hundreds of “Likes” and comments© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
    • First Week Results:• Partnered with Best Buy and Magnolia Home Theater to promote BOGO on their Facebook and Twitter• 50,000+ views on “Limited Offer” Tab• 3000+ New “Likes”• ~125 Million impressions on BOGO Ad on Facebook © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
    • How did we listen and engage with our Cisco ūmi fans?© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
    • Objective• To monitor conversations about Cisco ūmi, competitor and industry as a whole• To engage and build relationships in real-time with people who are interested in Cisco ūmiResults• Over 400,000 post view interactions on Facebook• Harvesting insights from consumers• Awareness of customer support assistanceWhere did we listen?FacebookTwitter© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
    • Objective• Share ūmi expertise• Build relationships with fan base• Connect with current and potential customersResults• 20,000+ Facebook Fans in 90 days• 20,000+ “Likes” on Facebook wall posts and photo albums© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
    • Objective • Connect with current and potential customers • Instant access to share ūmi expertise • Stream of ideas, news, content, and link sharing about ūmi Results • Reached over 7 million on Twitter since launch • Celebrities and high level bloggers tweeting and retweeting© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
    • • Make your listening actionable and engage with your fans• Support needs to be provided where requested (i.e. Facebook, Twitter, etc)• Resources need to be put in place before-hand: Subject Matter Experts to answer• Use celebrities’ passion to help increase awareness of your product© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
    • Social Media Strategy and Execution3MarketeersSocial Media Applications on FacebookInvolverWildFireFacebook Strategy and MediaFacebookExperiential MarketingThe Marketing ArmProduct and Celebrity VideosOgilvyPRThe Outcast Agency© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
    • The Cisco ūmi Marketing Team: Ken Wirt, Mike Kisch, Tony Wan, Jeffrey Marusak,Richard Mullen, Elizabeth Adkison, Kate Blood, Fernando Segura, Jim Brady andthe OutCast Agency for all of their support with Cisco ūmi social media activities.The Cisco Consumer Business Unit and all of the partners, agencies, influencers,and Cisco teams who worked to make the launch of Cisco ūmi a success!Thank you to Petra Neiger for her contributions to this presentation.Last but not least, thank you to all of the Cisco ūmi Fans for joining in theconversations and for supporting Cisco ūmi! By: Zoya Fallah zfallah@cisco.com© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
    • Thank you