Building a Community with Social Media and Web 2.0 - Part II


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This presentation explores key aspects of the web 2.0 and social media. We look at the evolution of two Cisco case studies that involve creating an interactive web experience using web 2.0 and building a community using various social media outlets. This was jointly presented with Melissa Mines of Cisco for the BrightTalk Social Media Marketing Summit on September 23, 2009.

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  • The  network uber-user campaign, meant to build buzz in advance, was visited by over 50,000 and created widespread speculation in the social media as what Cisco was soon to announce and attracted over 9,000 registrants from 128 countries. Promotion : Blogs, Emails, Banners, Tell a friend, leveraged social media bookmarking and sharing sites videos posted to YouTube, Yahoo Video, Google Video, Veoh, Meta Café; campaign specific channel views = 1,451 >> Vendor created microsite and videos (Ogilvy); posting videos to YouTube required a human resource
  • Over 1000 members discussions, videos, wall posts, and pictures promote events (launch event & tournament) “ Which Uber User Are You?” application Badge application – post to your Facebook profile User generated content – Top 20 List – this was the most active discussion topic Promotion : Grass roots invitation via Facebook, social media release, blogs, link from launch page >> There was no cost to create the Facebook group. Plan development included a team of 4 who met on a weekly basis to discuss changes and updates – a 3-month plan was created before the launch of the community. We also leveraged to consultative advice from M80. Changes to group and community management was done primarily by one person and took about 1 hour/week.
  • Interactive way to learn and have fun >450 unique visitors Day 1 >1,600 unique visitors Week 1 Tournament of Aces: 5/5-6/20 40K players from 5/5-6/13 Podcast had over 1000 listens 35+ press/blog pick-ups >> Somnio created the game – there were 3 people on the Cisco team including an IT representative to test security and to integrate into Cisco customer database.
  • The Second Life activities for this launch drew the largest crowd in Cisco's history in that virtual world, including six reporters with multiple interviews following the “main stage” presentation. Feedback from attendees with one summing our presence as: “Cisco gets it.”   benefits come to life in 3D environment Pre-launch: Hosted a live concert – 8 bands in a 7 hour period (drew 250 avatar) Multiple press interviews in 2L Machinima video >603 views Launch Day – hosted live event with 80 avatars (largest in Cisco history) Presenter introduced the router – 6 reporters Provided guided tour of live experiences In-world briefings with 2 nd life media Promotion : Cisco blog, invitations to user group subscriptions, Twitter (Text 100), Machinima – PR pitched to 2 nd Life Media (bloggers), Pre-launch countdown clock – tunnel was sprinkled with info on the evolution of data content (hinting at what we were going to talk about) Why Second Life? > Most widely used virtual world for our audience > We look at it as a collaborative tool - have discussions and exchange ideas - reduce carbon footprint > Our customers have also formed their own user group in second life >> All internal resources. We have on Second Life developer and two leads on the project management side.
  • Interactive tools were quoted in press and blog reports Help drive key launch messages
  • Widget: >11,000 unique views Week 1 / 35K+ in first month Promoted on and embedded in Social Media Release Embed code allows for sharing - picked up by bloggers including Network World Widget Blades included - Video player, Image library, Literature and what’s new >> Somnio created the widget using Cisco guidelines and branding requirements.
  • Posts on both The Platform Blog & SP360 Blog Posts were done both in text and video pre-launch, at launch and post launch Blogger tracking of tonality and influential bloggers - Blogger outreach starting in April >> Blog entries were submitted by a number of people involved in the launch both in text and video.
  • >30 articles written Overshadows Juniper product announcement Rampant blog buzz Sampling: Light Reading chat room: “…in this case Cisco has a big chip, now all we need is some salsa :-/ … seems like Cisco is taking Juniper’s lunch money this time.” More than 45 business press articles, 200 trade press articles and 1,000 blog entries resulting from launch activities. >40 million impressions
  • By providing official multimedia elements and basic news facts, without spin, the company that issues a news release can ensure that what gets “out there” is at least the accurate content. Two press releases (traditional, social media) Three feature articles 45 articles written Day 1 >250 articles written Week 1, generating >40M media impressions Sampling: “Cisco Debuts Router That Handles Work of Six Machines” Light Reading: “Cisco Takes Hold of the Edge” The Register (UK): “Cisco takes routers to the edge-Green-wrapped box saves planet and destroy rivals” Forbes: “Cisco Seeks An Edge” Wall Street Journal: New Routers Catch the Eyes of IT Departments >> Social Media Release was developed in addition to the ‘traditional’ press release – since much of the information is the same creation time is incremental and done by our PR lead
  • Seeded discussions for launch day – encouraged pick-up and conversations are fed via RSS on product page Post launch ‘Ask the Expert’ event held May 2, 2008 – tech forum allows for customer interaction and Q&A >> NetPro Technical Discussion forum is an internal resource so there is no cost to participate. Cisco ‘Expert’ dedicates time to respond to questions within 24-hours during a 2-week window of the ‘Ask the Expert’ event.
  • Front page banner Abbreviated data sheet Product photos >> Cisco already has a mobile web and internal resources to develop new pages so presence on this site required minimal resources.
  • The Online Launch Event, a television-stylized production, was broadcast four times in a follow the sun approach with 128 countries represented and with the first event generating more attendees than any other online event in Cisco’s history . 128 countries represented >4000 viewers (over 7000 registered) >250 questions Good use of executive time since event is pre-recorded and patched together in editing. So for example, John Chambers is featured in the beginning, middle and end of the launch event but only an hour of his time was required to create this video. >> Event hosted with 3 rd party with live Q&A for each session. Cost to record and edit launch event was still just a fraction of what a live event would have cost.
  • TelePresence EBCs around the world were scheduled immediately following the launch events with executives >> All internal resources
  • One of Cisco’s top 5 launches in company history 1/7 the cost and 90Xs the reach
  • Objective: Build pre-launch buzz; reactivate communities from ASR 1000 Tactics: Integrated social media plan featuring new Tech Edge Weekly mock blog Results: 9,000+ registrations, 40,000+ visitors Best Practices Social Media Plan Integrated Communication Plan for Twitter, Blogs, Facebook etc Monitoring and response process
  • “ This is fantastic” – Kit Beall -- Client Director Verizon Wireless  “ Love it” - Brendan Gibbs (CDO) & Jay Garner -- SEM for USSP “ I shared it with my customer’s CMO…” - Jason Deck with WEP “ Keep them coming. This is sure to attract the right kind of attention for us.“ – Jason Deck with WEP
  • WHAT : NEW video series designed to clearly articulate ASR9k differentiators WHY : ASR 9k platform competitive ingredients are explained clearly, succinctly and modularly – you can “deep dive” when the customer needs it. Provides entrée for further discussions during the sales process WHO : Service Providers and YOU (field) HOW should you use these? Use them in your presentations. Share them with your accounts Bring these as an ongoing part of your discussions as you showcase that the ASR9k is a platform with many unique ingredients that individually and together distance us from the competition HOW will Service Providers benefit? You showing them. Use them as an entrée to discuss some of the attributes as compared to the competition Available on the website (URL on slide) Upcoming featured marketing Of course, as our sponsor for FY10, you’ll hear about more going forward WHEN : First three (3) available NOW ( ) Beautifully Engineered – Power of the ASR9k platform Right on Queue – Traffic Management Intelligence and Excellence Non-Step Content – IOS XR WHAT’S NEXT This is just the first in what we hope will be a long series. Some of the topics showcasing the true excellence of the ASR 9k that are coming in the first quarter of FY10 Visual Quality – focusing on Vidmon and VQE “ Green”/Power … and, more…let us know what you would like to hear!
  • Building a Community with Social Media and Web 2.0 - Part II

    1. 1. Building a Community with Social Media and Web 2.0 A Cisco Product Launch Case Study LaSandra Brill, Mgr, SP Central Marketing [email_address]
    2. 2. Marketing in a Web 2.0 World 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)
    3. 3. Cisco Aggregation Service Router (ASR 1000) First in New Series of Edge Routers in Nearly a Decade <ul><li>Business : </li></ul><ul><ul><li>Fills a gap between 7200 & 7600 routers </li></ul></ul><ul><ul><li>Applies to both SP Enterprise markets </li></ul></ul><ul><li>Innovation : </li></ul><ul><ul><li>World’s most advanced networking Silicon — QuantumFlow </li></ul></ul><ul><ul><li>New IOS-XE to support SP and Enterprise applications </li></ul></ul><ul><li>Launch Goal : </li></ul><ul><ul><li>Creates “cool factor” – show the “fun” side of Cisco </li></ul></ul><ul><ul><li>Deliver an online-only launch that builds over time </li></ul></ul><ul><ul><li>Increase ‘share of voice’ online </li></ul></ul>Launch Strategy: Involve the Human Network Use Web 2.0 and video to create buzz and build a community that is passionate about Cisco products
    4. 4. Building a Community in 3-Months and Driving Registration to Launch Event Virtual Launch Event Uber User Video(s) Uber User Group Feb Mar Apr “ Ask the Expert” Event Social Media Buzz Tracking Influencer Outreach PR/Blogger Outreach Social Media Release Social Media Widget Interactive 3D Game Cisco Web Uber User Post Cisco Blog ASR Announcement Topic Seeding launch Live Cisco Concert Launch Countdown Uber User Site Teaser Release Environmental/TCO Calculator Mobile Web
    5. 5. Generate Buzz & Event Registrations Uber User Campaign <ul><li>Collect registrations to launch event </li></ul><ul><li>Proliferate videos on YouTube </li></ul><ul><li>Encourage ‘sharing’ and viral pick-up </li></ul>Goal
    6. 6. Build Community with Facebook <ul><li>Build community </li></ul><ul><li>Communicate the FUN side of Cisco </li></ul><ul><li>Drive audience to register for launch event </li></ul>Goal
    7. 7. Highlight Key ASR Features through 3D Game <ul><li>Learn & Play: Defend the Network from the forces impacting the edge using the ASR </li></ul><ul><li>Tournament of Aces </li></ul><ul><li>Appeal to technical audience using new “cool” means </li></ul><ul><li>Demonstrate ASR value proposition through game play </li></ul><ul><li>Encourage ‘sharing’ through competition </li></ul>Goal
    8. 8. Extend Visibility in Second Life Pre-Event Live Concert Launch Event Countdown Calculator <ul><li>Appeal to technical audience using new “cool” means </li></ul><ul><li>Demonstrate ASR value proposition through virtual experience </li></ul><ul><li>Drive audience to register for launch event </li></ul>Board your personal transport device Surf through the router Live Launch Event Brief Press Virtual Goal
    9. 9. TCO & Environmental Calculators <ul><li>Rich interactive tools: </li></ul><ul><ul><li>Calculate competitive price comparisons </li></ul></ul><ul><ul><li>Determine carbon footprint </li></ul></ul><ul><li>Create interactive web experience </li></ul><ul><li>Demonstrate two key messages of the ASR </li></ul>Goal
    10. 10. Encouraging Spread of content with Social Media Widget <ul><li>Collection of key videos, collateral and images in a widget format </li></ul><ul><li>Embed into social media release and launch pages </li></ul><ul><li>Encourage use by allowing spreading of information via embed code </li></ul><ul><li>Encourage sharing with embed capability </li></ul><ul><li>Enhance web experience on </li></ul><ul><li>Drive audience to register for launch event </li></ul>Goal
    11. 11. Communication Through Cisco Blogs <ul><li>Intrigue bloggers & customers </li></ul><ul><li>Encourage viral pick-up </li></ul><ul><li>Drive audience to register for launch event </li></ul>Goal
    12. 12. 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… <ul><li>Feed speculation to extend press coverage by a week </li></ul><ul><li>Drive audience to register for launch event </li></ul>Goal
    13. 13. Clear & Simple Ensure Accuracy Easy Access Build Community Attention-grabbing Embed Code for Sharing Blogger Outreach via Social Media Release
    14. 14. Include Cisco’s Networking Professionals Technical Community <ul><li>Seed Cisco forum with discussion topics </li></ul><ul><li>Encourage communication between customers </li></ul><ul><li>Interact with customers – “Ask the Expert” </li></ul>Goal
    15. 15. Increase Visibility with Mobile Access <ul><li>Abbreviated datasheet </li></ul><ul><li>Video datasheet </li></ul><ul><li>Create interactive web experience </li></ul><ul><li>Offer multiple ways to consume information </li></ul><ul><li>Drive audience to register for launch event </li></ul>Goal
    16. 16. Introduce Product Online via “Live” Online Event 9am PST US/Canada/LatAm/ W-C Europe 6pm PST Japan/China 9pm PST India 12am PST C/E Europe/ ME/Africa Around the World Launch Events <ul><li>Maximize audience attendance worldwide </li></ul><ul><li>Showcase high priority of this announcement by Cisco </li></ul>Goal
    17. 17. Follow-the-Sun Global TelePresence Sessions <ul><li>Encourage field to invite customers to CBCs to watch event, discuss and learn more </li></ul><ul><li>Orchestrate EBC TelePresence session with product team/spokespeople </li></ul><ul><li>Translate event interest to sales engagement </li></ul><ul><li>Showcase “Walking the Talk,” emphasizing ASR drivers </li></ul>Goal
    18. 18. ASR Launch a Success?
    19. 19. ASR Launch a Success? CRS-1 Launch <ul><li>Virtual, Viral and Visual </li></ul><ul><ul><li>Leveraging Web 2.0 technologies </li></ul></ul>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 countries Size: 100+ attendance in 100 countries Cost 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
    20. 20. 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
    21. 21. ASR 9000 Launch Continuing the Virtual, Viral, Visual Approach
    22. 22. What was different? <ul><li>Embraced more Viral style for pre-buzz </li></ul><ul><li>Retooled “vehicle” list </li></ul><ul><ul><li>Second Life – cut </li></ul></ul><ul><ul><li>Stylized “reveal” site </li></ul></ul><ul><li>More orchestrated continuing the conversation/momentum </li></ul><ul><ul><li>“ Aftershock” program </li></ul></ul>
    23. 23. A New Mantra… Global reach Online reveal Online (addictive) game t Pre-launch buzz videos Blogs Source: Cisco Social Media Team VIRAL VIRTUAL VISUAL
    24. 24. Source: Cisco Social Media Team
    25. 25. 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
    26. 26. Beautifully Engineered Series NEW video series designed to clearly articulate ASR9k differentiators <ul><li>First three available NOW ( ) </li></ul><ul><ul><li>Beautifully Engineered – Power of the ASR9k platform </li></ul></ul><ul><ul><li>Right on Queue – Traffic Management Intelligence and Excellence </li></ul></ul><ul><ul><li>Non-Step Content – IOS </li></ul></ul>
    27. 27. Prep the Net Interact. Share. Underscore Messages. Have fun. Launch: 11/11/09 “ Server Farm” “ ASR 9k World Tour” “ Tbps Party ” <ul><li>Create a “Rave” </li></ul><ul><li>ASR 9k for all! </li></ul><ul><li>Internal/External Contest </li></ul>World’s Most Powerful Edge Router - Flip Version
    28. 28. <ul><li> </li></ul><ul><li>Creative Posters creatively available for printing and forwarding </li></ul><ul><li>Unique way for PR, AR, sales to communicate </li></ul><ul><ul><li>Invitations </li></ul></ul><ul><ul><li>catchy thank-yous </li></ul></ul><ul><li>Continuation of fun, personality-side of ASR 9k </li></ul>Posters/e-Cards Conversation Starters
    29. 29. 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/BDM SP Only TDM/BDM Web Impressions 5.9M 8.4M 9M Print Advertising WSJ, NYT, Mercury News – total of 23 newspapers, WW None None Online Advertising Forbes,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 Coverage 87 articles, 135 press attended events 245 articles, 1000+ blog posts, 40M+ impressions 250+ articles,44.5M impressions Analyst Relations 34 analysts/14 firms briefed 137 analysts/26 firms briefed 158 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