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

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

    1. Building a Community with Social Media and Web 2.0 A Cisco Product Launch Case Study LaSandra Brill, Mgr, Web & Social Media lbrill@cisco.com Melissa Mines, Mgr, Strategic Marketing minesm@cisco.com
    2. Marketing in a Web 2.0 World Create a Two Way relationship Communication (not an event) (not one way) Build Organic Communities (not synthetic) (not websites) Being Integration Everywhere (not (not just in your interruption) domain)
    3. Cisco Aggregation Service Router (ASR 1000) First in New Series of Edge Routers in Nearly a Decade  Business: – Fills a gap between 7200 & 7600 routers – Applies to both SP Enterprise markets  Innovation: – World’s most advanced networking Silicon—QuantumFlow – New IOS-XE to support SP and Enterprise applications  Launch Goal: – Creates “cool factor” – show the “fun” side of Cisco – Deliver an online-only launch that builds over time – Increase ‘share of voice’ online 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. ASR Launch a Success?
    5. ASR Launch a Success? CRS-1 Launch ASR 1000 Launch Virtual, Viral and Visual Approach: traditional, physical Leveraging Web 2.0 event technologies No travel ─saved carbon emissions Travel: required extensive audience equal to 188 tons of coal or 42,000 travel to San Jose, CA gallons of gas Global: 9,000+ attendance in 128 Size: 100+ attendance in 100 countries countries Cost: $20,000+ in airport car Cost less than ONE-SEVENTH of service alone CRS-1 launch expense Coverage: 87 articles, 135 press 245 articles, 1000+ blog posts, 40M+ attended events impressions
    6. 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
    7. ASR 9000 Launch Continuing the Virtual, Viral, Visual Approach
    8. Launch Converse
    9. What was different?  Embraced more Viral style for pre-buzz  Retooled “vehicle” list – Second Life – cut – Stylized “reveal” site  More orchestrated continuing the conversation/momentum – “Aftershock” program
    10. A New Mantra… Online reveal VIRTUAL Global reach Blogs Pre-launch buzz videos VISUAL Online (addictive) game www.cisco.com/go/edgequest VIRAL Source: Cisco Social Media Team
    11. Source: Cisco Social Media Team
    12. We ASR 9000 130,000+ Happy viewings in Valentine’s Day! “This is some serious metal… meant for large three weeks service providers sending I hope it’s an ASR out vast streams of 9000!!! data…. Strong Field Reviews Because nothing says ‘forever’ like up to 6.4 “This is fantastic” terabits per second,” says “I shared it with my the Cisco voiceover in customer’s CMO…” the ad. “Keep them coming. This is sure to attract the right kind of attention for us.“ “Clever marketing from the folks at Cisco (CSCO)…. and …Forrester is creating a case If even only a few them smile and think of Cisco study on Cisco’s more as a funny cool friend Virtual, Viral, Visual than a stodgy IT firm, it Marketing… was worth it.” © 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
    13. Exponential Marketing: the propagation cycle Reach Modular Impression Extensible Engagement Easy to excerpt Measure Create Share Publish Repository Multi-media Manual post Reuse Multi-location Auto-Syndication Multi-stakeholder Quotes Summaries Change media
    14. Identify. Share. Prep the Net  http://www.ascentium-lounge.com/demo/rave/  Encourage creativity and sharing  Promotes visual and video promotion and participation  Create online, global “rave”  Ties directly into popular activities of techies  Theatre engagement starting and required
    15. Beautifully Engineered Series NEW video series designed to clearly articulate ASR9k differentiators First three available NOW (www.cisco.com/go/asr9kexplained) 1.Beautifully Engineered – Power of the ASR9k platform 2.Right on Queue – Traffic Management Intelligence and Excellence 3.Non-Step Content – IOS
    16. Posters/e-Cards Conversation Starters  http://techedgeweekly.com/?page_id=162  Creative Posters creatively available for printing and forwarding  Unique way for PR, AR, sales to communicate  Invitations  catchy thank-yous  Continuation of fun, personality-side of ASR 9k
    17. The Journey Continues
    18. Where to go to learn more…  Product Beautiful ( www.productbeautiful.com/ )  WebInkNow (www.webinknow.com)  Dilbert Blog (www.dilbertblog.typepad.com/ )  David Henderson (http://www.davidhenderson.com/)  Jeremiah Owyang (http://www.web-strategist.com/blog/)  LaSandra Brill (www.lasandrabrill.blogspot.com/ )

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