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Case Study: Doobie Brothers - World Gone Crazy Album Debut on TelePresence, UStream and Live

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Find out how Cisco and the Doobie Brothers partnered up to debut "World Gone Crazy".

Find out how Cisco and the Doobie Brothers partnered up to debut "World Gone Crazy".

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  • From Deb on 10/04/10: Great job Allison, love the pictures. The 28 photos posted to our SP360 Flickr account have 357 views with the corporate Cisco account adding another 40 views. http://www.flickr.com/photos/ciscosp360/sets/72157625056122438/Aggregate view to Petra’s pix on 09/27/10: 860
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    • 1. From Cisco’s Perspective October 2010 Entertainment in a World Gone Crazy: The Doobie Brothers Album Debut
    • 2. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 2 Foreword  We would like to thank the Doobie Brothers, the band’s management, record label and social media agency for believing in technology so much that they gave us the opportunity to partake in this historic moment as the band embarked on a new journey.  We would also like to acknowledge our partners, AT&T and Marriott for their dedication to and partnership on this event.  We had an unforgettable time pulling this program together, thanks to everyone for the fond memories. Now, let’s get down to business…
    • 3. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 3 Objectives  Introduce the new album “World Gone Crazy” by The Doobie Brothers  Expand audience reach and awareness beyond a “concert hall”  Share the vision of how technology and social media can enhance the way we consume entertainment  Bring Cisco technology closer to current and new audiences
    • 4. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 4 Key Pillars of the Doobie Brothers Album Debut Watch, Share and Interact in Real Time from Anywhere Live Studio TelePresence UStream
    • 5. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 5 The Format Listen to the Music (no pun intended) Interact with the Band (by asking questions on TelePresence, UStream, Twitter)
    • 6. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID The Countdown
    • 7. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 7 Meet the Participants  Technology Partners AT&T TelePresence Service Marriott Meeting Centers Cisco  Business Partners Band Management HOR Record Label Cisco
    • 8. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 8 Let’s Start with the Big Picture The Road to “World Gone Crazy” HOR Records TelePresence demo (July 23 – first official meeting) Met HOR exec at a party – “So what do you do at Cisco?” How can this be done in 2 months? Is there enough time ? Discuss collaboration options with AT&T and Marriott HOR promoting “Nobody” to radio stations Doobie Brothers Live Concert 9/27 Social Media teams – start promotion planning, Facebook, Twitter and blogging CiscoTV does tests to determine best way to deliver superior music experience over TelePresence Excitement builds - Find larger room on campus – 300 seats HOR Records hires agency for Facebook ads and radio station contests in 11 cities HOR and Cisco identify Marriott TelePresence locations for each radio station city in prep for winners and supporting contributors Plan 90- minute program with CiscoTV Create YouTube preview video Start employee promotions Record Doobie Brothers Interview June July Aug SepMay Doobie Brothers (HOR Records) Cisco
    • 9. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 9 Promotional Activities Across the Board Record company/ agency outreach Facebook fan page Official web site Integrated Cisco outreach strategy Radio contest The rest of this presentation will showcase Cisco’s event strategy and execution
    • 10. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 10 Pre-Show Objectives Increase awareness Activate employees, customers and fans
    • 11. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 11 How Did We Achieve Our Objectives? Through an Integrated Outreach Effort  Customer invitations to TelePresence sessions  Employee communications  Press & blogger outreach, invitation to live and TelePresence events  Event press release with Doobie Brothers  News@Cisco feature  Message amplification  Promotional video  Customer, fan & employee invitations to UStream  Influencer outreach Social Media Marcom PR A collaborative effort between Marketing Communications, Social Media and PR
    • 12. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 12 The Role of Social Media Increase reach Create anticipation Drive attendance
    • 13. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 13 Social Media: Pre-Show Activities Employees Customers Fans  Random drawing for live show  Digital signage in cafes  Visible tweets in main café  Intranet communication  Cisco blogs on and off Cisco domains  Twitter campaign  Influencer outreach via Twitter  Facebook amplification and ads  YouTube promotional teaser video  Direct email to selected guests
    • 14. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 14 The Social Web Embraces the Event Before the Show Third-Party Blogs, Tweets and Retweets Help Spread the Word LightReading Addicted to Vinyl
    • 15. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 15 Getting Ready for the Show A Special Little Treat for Y’All: Pre-Concert Sound Check Photos
    • 16. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID Show Time!
    • 17. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 17 Objectives At Show Facilitate conversations Encourage sharing Tailor execution to incorporate instant audience feedback
    • 18. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 18 Three Levels of Conversations and Sharing Who Is Communicating and How?  Audience with band  Cisco fielded questions via UStream Twitter feeds, TelePresence, live  Audience with Cisco  Via UStream feeds, Twitter  Live tweeting and instant concert and behind-the- scenes pictures by Cisco and employees’ personal accounts  Audience with each other  Via UStream feeds, Twitter Level 3 Level 1 Level 2 Our goal
    • 19. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 19 Tailor Execution to Address Audience Feedback Based on Actionable Insight Shared Real Time in Social Media stewwpidd pete lewis Can't here the crowd there while they are going through sound board for the show. (#dbcisco live at http://ustream/mHwN ) 27 Sep Favorite Retweet Reply TallnTrue Doug Grimes yeah tonewheel--tommy likes the crowd feedback....cisco? (#dbcisco live at http://ustream/mHwN ) 27 Sep Favorite Retweet Reply  Different camera angles capturing audience participation  Instant pictures conveying audience excitement Response
    • 20. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID The Results
    • 21. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 21 Results from the Show Live Studio TelePresence UStream  Over 300 Cisco employees and guests in studio  11 TelePresence locations around the US  Virtual customer and fan interactions via Q&A  Over 17,300 live views  Around 340 UStream chat interactions with fellow fans, Cisco and band  Over 1,000 total instant photo views  International participation
    • 22. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 22 Fan Participation from Around the Globe Increasing Reach through Virtual Event and Social Media The Doobie Brothers "World Gone Crazy" NEW Album Release Live will start soon from 7:30AM JST !!just now • Good Afternoon America...I'm logged in from Brisbane http://Australia..Love these Doobie Brothers just now • Deggendorf, Bavaria, here. Some more Cisco Commercials as we expected. Hope the Concert starts soonjust now • Hi everyone Mark here in the UK :-) just now • Hey all Southern Cali herejust now • Listening to Doobie Brothers in Japan, Tokyo! Cheers, all! #dbciscojust now • Thank you Tonewheel from Norway !!just now • Afternoon from beautiful Wisconsinj ust now • originally New Jersey, my new home San Antonio http://Texas....This is Great! just now • Hello From Florida!just now • Springfield, MO. here:)just now • Thanks http://everyone...from the UK it's "GOOD NIGHT"just now • “Where are you going to be watching @TheDoobieBros album kick-off from?? #dbcisco”
    • 23. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 23 What Attendees Said About this Event
    • 24. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 24 What Attendees Said About this Event (cont’d)
    • 25. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 25 The Word Continued to Spread on the (Virtual) Street  10+ articles  Wall Street Journal  All Things Digital  TelePresence Options  NBC Bay Area  LightReading  HollywoodLife Magazine  Icon vs. Icon, All Things Pop Culture  And more
    • 26. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 26 How Did Our Efforts Pay Off? Before, During, After Show  YouTube videos promoting concert and at event: 4,142 total views  Instant and behind-the-scenes pictures: close to 1,300 total views  Total (managed + unmanaged) tweets: est. approx. 1,200  19% of managed (#dbcisco) tweets were retweets  Tweets (Cisco generated) reached over 1.6M people Total Results Up to 10/05/10
    • 27. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 27 The Doobie Brothers Fan Page Went Through the Roof Active Promotion by Band Complemented by “Drive to” Activities by Cisco * HOR Records managed the Doobie Brothers Facebook campaign Facebook fan page growth 1,000 to 4,000 in 24 hours to 63,000 fans in < 4 days *
    • 28. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 28 Can’t Get Enough of the Doobies? Watch the Recorded Event UStream video edited and moved to http://doobiebros.com/
    • 29. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialPresentation_ID 29 Many Thanks to… In addition to the people and groups we thanked at the beginning of this presentation, we would like to acknowledge and thank the core team members: Xander Uyleman for overall program management and for believing in this project when doubters lurked everywhere, Andrea Daley for marketing communications and Kevin Petschow for PR support, as well as our extended team in Service Provider Marketing, the Cisco TV studio team (super stars Jennifer Mitchell and Bill Burch), and many other Cisco groups Created By Deborah Strickland Petra Neiger deborahs@cisco.com neiger@cisco.com http://twitter.com/deborahs http://twitter.com/petra1400