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.

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

    1. 1. February 2011<br />Cisco ūmi: Driving Awareness through Social Media<br />
    2. 2. Meet ūmi<br />Bring Your Friends and Family into Your Living Room with Your HD Television<br />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.<br />
    3. 3. Creating a new Video Market:ūmi Consumer Telepresence<br />New Market Adoption Highlights<br />Results: Strong Initial Interest<br /><ul><li>Extensive media coverage – Today Show, USA Today, CNN…
    4. 4. 1M Trial Experiences
    5. 5. 500K visitors to website
    6. 6. 286K Google search results
    7. 7. 100K contest entries
    8. 8. 20K Facebook fans
    9. 9. Successful ūmilaunch event
    10. 10. Innovative Advertising, Product Integration (Oprah)
    11. 11. Aggressive social media/influencer marketing
    12. 12. Mobile/Mall Experiential Tour
    13. 13. PartnerMarketing (BBY, Verizon)</li></li></ul><li>Objectives for Cisco ῡmi Social Media Activities <br /><ul><li>To drive awareness of a new video communication experience
    14. 14. To educate people on the experience that ūmi enables
    15. 15. To create communities of interest for people to share their own personal stories and ideas </li></li></ul><li>Integrated Social Strategy Helps Drive Success<br />Mobile<br />Web<br />Video<br />Partner Marketing<br />Actionable<br />Listening<br />Celebrity<br />Influencer Outreach<br />Special Offers<br />Contests<br />
    16. 16. How did we use social media on our Cisco ūmi platforms?<br />
    17. 17. Cross-Promoting Cisco ῡmi Marketing Website and Facebook<br /><ul><li>OpenID on Cisco ūmi marketing website drives visitors to Facebook
    18. 18. 500,000+ Visitors to Cisco ῡmimarketing website
    19. 19. Thousands of “Likes” on Cisco.com videos linked to Facebook</li></li></ul><li>Mobile Mall Tour and “Get Together” Tour Van<br />http://www.cisco.com/web/mobile/sol/cons/index.html<br />To enhance the consumer experience by:<br /><ul><li>Directly linking 1,000,000+ consumer trial experiences at mall and tour van
    20. 20. Tracking specific promotions offline that lead to an online visit
    21. 21. Driving engagement to the product website and social media websites generating 100K+ contest entries </li></li></ul><li>Cisco ῡmi Contests:<br />Three Contests Within 3 Months<br />Objective<br /><ul><li>Encourages people to share their personal stories about who they would like to connect with over ūmi to drive awareness
    22. 22. 100,000+ Contest and Sweepstakes Submissions
    23. 23. Hundreds of comments on blog platform</li></ul>Results<br />Enter-to-Win Sweepstakes<br />User Generated Photo Contest<br />Cisco ūmi 50 for 50 Blog Contest <br />
    24. 24. How did we leverage influencers and partners to drive social media awareness around Cisco ūmi?<br />
    25. 25. Aggressive Influencer and Partner Marketing<br />Objective<br />To drive awareness through partnerships with online and offline influencers and communities<br />Results<br />20,000+ views on blog posts tied to partnerships<br />3000+ moms participated in Tweet-Ups reaching over 2.5 million Twitter accounts in 4 weeks<br />
    26. 26. Objective<br />To enlist celebrity influencers to increase product awareness<br />Results<br />Ryan Seacrest tweets reached over 4,000,000 Followers on Twitter<br />Voluntary syndication by Ellen Page<br />Reached 250,000+ Ellen Page Fans on Facebook and generated hundreds of “Likes” and comments<br />Celebrity Influencer Outreach<br />
    27. 27. Special Offers: Buy One ῡmi, Get One Free Offer on Facebook<br />First Week Results: <br />Partnered with Best Buy and Magnolia Home Theater to promote BOGO on their Facebook and Twitter<br />50,000+ views on “Limited Offer” Tab<br />3000+ New “Likes”<br />~125 Million impressions on BOGO Ad on Facebook<br />
    28. 28. How did we listen and engage with our Cisco ūmi fans?<br />
    29. 29. Objective<br />To monitor conversations about Cisco ūmi, competitor and industry as a whole<br />To engage and build relationships in real-time with people who are interested in Cisco ūmi<br />Results<br />Over 400,000 post view interactions on Facebook<br />Harvesting insights from consumers<br />Awareness of customer support assistance<br />Where did we listen?<br />Facebook<br />Twitter<br />Actionable Listening <br />
    30. 30. Cisco ūmi Engagement: Facebook<br />Objective<br />Share ūmi expertise<br />Build relationships with fan base<br />Connect with current and potential customers<br />Results<br />20,000+ Facebook Fans in 90 days<br />20,000+ “Likes” on Facebook wall posts and photo albums<br />
    31. 31. Cisco ūmi Engagement: Twitter<br />Objective<br />Connect with current and potential customers<br />Instant access to share ūmi expertise<br />Stream of ideas, news, content, and link sharing about ūmi<br />Results<br />Reached over 7 million on Twitter since launch<br />Celebrities and high level bloggers tweeting and retweeting<br />
    32. 32. Lessons Learned <br />Make your listening actionable and engage with your fans <br />Support request can come from anywhere (i.e. Facebook, Twitter, etc) and you need to be prepared<br />Resources need to be put in place before-hand: Subject Matter Experts to answer<br />Use celebrities’ passion to help increase awareness of your product<br />
    33. 33. A Special Thank you to…..<br />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. <br />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!<br />Thank you to Petra Neiger for her contributions to this presentation. <br />Last but not least, thank you to all of the Cisco ūmiFans for joining in the conversations and for supporting Cisco ūmi!<br />By: Zoya Fallahzfallah@cisco.com<br />

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