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Case Study - Entering A New Market Using Social Media, Cisco Umi
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Case Study - Entering A New Market Using Social Media, Cisco Umi

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The story of how Cisco entered a new consumer market using integrated social media. Cisco umi.

The story of how Cisco entered a new consumer market using integrated social media. Cisco umi.

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    • 1. February 2011
      Cisco ūmi: Driving Awareness through Social Media
    • 2. Meet ūmi
      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 life's moments—big and small.
    • 3. Creating a new Video Market:ūmi Consumer Telepresence
      New Market Adoption Highlights
      Results: Strong Initial Interest
      • Extensive media coverage – Today Show, USA Today, CNN…
      • 4. 1M Trial Experiences
      • 5. 500K visitors to website
      • 6. 286K Google search results
      • 7. 100K contest entries
      • 8. 20K Facebook fans
      • 9. Successful ūmilaunch event
      • 10. Innovative Advertising, Product Integration (Oprah)
      • 11. Aggressive social media/influencer marketing
      • 12. Mobile/Mall Experiential Tour
      • 13. PartnerMarketing (BBY, Verizon)
    • Objectives for Cisco ῡmi Social Media Activities
      • To drive awareness of a new video communication experience
      • 14. To educate people on the experience that ūmi enables
      • 15. To create communities of interest for people to share their own personal stories and ideas
    • Integrated Social Strategy Helps Drive Success
      Mobile
      Web
      Video
      Partner Marketing
      Actionable
      Listening
      Celebrity
      Influencer Outreach
      Special Offers
      Contests
    • 16. How did we use social media on our Cisco ūmi platforms?
    • 17. Cross-Promoting Cisco ῡmi Marketing Website and Facebook
      • OpenID on Cisco ūmi marketing website drives visitors to Facebook
      • 18. 500,000+ Visitors to Cisco ῡmimarketing website
      • 19. Thousands of “Likes” on Cisco.com videos linked to Facebook
    • Mobile Mall Tour and “Get Together” Tour Van
      http://www.cisco.com/web/mobile/sol/cons/index.html
      To enhance the consumer experience by:
      • Directly linking 1,000,000+ consumer trial experiences at mall and tour van
      • 20. Tracking specific promotions offline that lead to an online visit
      • 21. Driving engagement to the product website and social media websites generating 100K+ contest entries
    • Cisco ῡmi Contests:
      Three Contests Within 3 Months
      Objective
      • Encourages people to share their personal stories about who they would like to connect with over ūmi to drive awareness
      • 22. 100,000+ Contest and Sweepstakes Submissions
      • 23. Hundreds of comments on blog platform
      Results
      Enter-to-Win Sweepstakes
      User Generated Photo Contest
      Cisco ūmi 50 for 50 Blog Contest
    • 24. How did we leverage influencers and partners to drive social media awareness around Cisco ūmi?
    • 25. Aggressive Influencer and Partner Marketing
      Objective
      To drive awareness through partnerships with online and offline influencers and communities
      Results
      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
    • 26. Objective
      To enlist celebrity influencers to increase product awareness
      Results
      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
      Celebrity Influencer Outreach
    • 27. Special Offers: Buy One ῡmi, Get One Free Offer on Facebook
      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
    • 28. How did we listen and engage with our Cisco ūmi fans?
    • 29. 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 ūmi
      Results
      Over 400,000 post view interactions on Facebook
      Harvesting insights from consumers
      Awareness of customer support assistance
      Where did we listen?
      Facebook
      Twitter
      Actionable Listening
    • 30. Cisco ūmi Engagement: Facebook
      Objective
      Share ūmi expertise
      Build relationships with fan base
      Connect with current and potential customers
      Results
      20,000+ Facebook Fans in 90 days
      20,000+ “Likes” on Facebook wall posts and photo albums
    • 31. Cisco ūmi Engagement: Twitter
      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
    • 32. Lessons Learned
      Make your listening actionable and engage with your fans
      Support request can come from anywhere (i.e. Facebook, Twitter, etc) and you need to be prepared
      Resources need to be put in place before-hand: Subject Matter Experts to answer
      Use celebrities’ passion to help increase awareness of your product
    • 33. A Special Thank you to…..
      The Cisco ūmi Marketing Team: Ken Wirt, Mike Kisch, Tony Wan, Jeffrey Marusak, Richard Mullen, Elizabeth Adkison, Kate Blood, Fernando Segura, Jim Brady and the OutCastAgnecyfor 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 ūmia success!
      Thank you to Petra Neiger for her contributions to this presentation.
      Last but not least, thank you to all of the Cisco ūmiFans for joining in the conversations and for supporting Cisco ūmi!
      By: Zoya Fallahzfallah@cisco.com