Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)

A Few Slides from the Cisco myPlanNet Go-to-Market Plan
Public Availability: October 2009

In This Presentation…
Communication Strategy
Note: this presentation only contains a high-level overview of our public go-to-market efforts
Communication Assets
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Cisco myPlanNet_0210

The Concept
Encourage learning and/or a walk down memory lane
Become a telecom CEO making research, technology and business decisions
Translate speeds and feeds into end user value
Become a CEO. Change the World.http://www.cisco.com/go/myplannet

External Communications Strategy
Get the word out using multiple angles: online, offline and on the go
Find ways to insert into Cisco-driven learning initiatives
Establish presence in various Cisco service provider campaigns and programs
Identify standalone promotion opportunities
Take advantage of paid, owned and earned media
Tightly integrate with social media to increase word-of-mouth promotion

External Communications Tactics
Inform
Act
Participate
Forrester Podcast
Listen
Direct Email
Shows and Events (Demos, URL Cards, Signage)
Web, Widget Integration
Welcome Ad
Cross Links
Public kick-off at ITU Geneva in Oct 2009: game demo, URL cards, blogs, tweets
Banners
Content Synd
Newsletters
Read
Biz Card-sized URL Card
DCoF* Virtual Booth
Facebook Fan Page, Ad
*Data Center of the Future
Cisco, Event and Third Party Blogs
myCiscoCommunity JIVE Platform Integration
*myPlanNet Game Support Page. Game also available from Cisco Mobility and Collaboration Communities
Socialize
Twitter, Slideshare, StumbleUpon, YouTube, FB
Program Integration
Bookmark and Share
Sales “Pass Along” Assets
*Broadband Stimulus, University Relations, Sales, Partner,Launch integration
*Functionality on web site
Cisco Learning Network*
*Home Page, Game Arcade, Green IT Page, Discussion Forum, Facebook Shoutout
Videos
EBC* Customer Courtesy Laptops
Watch
Digital Signage
*Executive Briefing Center

Key Destinations: Working Within Corporate Branding Guidelines
Game Landing Page
Hero spotlight including legal acceptance and registration forms to download game
Live feeds from discussion forum on community page
Bookmark and share feature to promote “pass along”
Multi-dimensional leader board (this week, this month, all time)
Video trailer
We decided to make this a downloadable game because the game is so big (almost 50MB) that it would have provided for a poor user experience online.

Key Destinations: Connecting Traditional and Social Platforms
Community Page
JIVE platform adopted by Cisco for:
Online help
Tutorial videos
Polls, discussion forum, news feeds
Suited for user-generated content and tip sharing among members
Available from landing page, links to landing page andFacebook fan page
Most commonly used for online help, “how to”-s, and learning about and/or sharing game details.

Key Destinations: Fan Page for Cisco myPlanNet Enthusiasts
Fan Page
Low-engagement effort platform for:
Casual, fun, light-hearted conversations and posts
Socially competitive mini games
Suited for user-generated content and sharing among members
Available from JIVE community page, links back to landing page
Tremendous organic growth
Mainly used for quick comments and likes in response to higher level posts, global participation in socially competitive fun, mini games.

Communication Assets
Video Trailer
Banner
Electronic and Print URL CardsTrade Show/Event Signage
HTML and “Pass Along” Emails

Connecting Traditional and Social Media
Phase 1
(~6 weeks)
Phase 2
(6+ weeks)
Primary objectives: drive awareness, drive downloads
Traditional and social media hand in hand
Integrate between traditional and social media and within social media
Messaging
Tie main message theme to social media messaging
Adjust main message to fit social media channel and create channel –specific content as appropriate
Channel Use
Leverage main creative and assets in social media
Point social media postings back to game landing page
Start bookmarking and share press/blog mentions
Cross link , cross link, cross link
Primary objectives: drive new downloads, keep top of mind, encourage engagement
Traditional media to
Focus on long-term program/event insertions and support social media as needed
Seek out social media opportunities in programs/events
Social media to drive this phase
Keep content fresh to give a reason to return
Create activities to encourage participation
Experiment, Listen, Monitor, Assess and Choose Action
Educate
Share myPlanNet development and marketing experience with others
Take advantage of one channel for communication in another, synchronize communication channels , cross link

Social Media Strategy
Engage
Listen
Share
Listen: monitor blog/press mentions, pulse on Cisco myPlanNet, reaction to engineered and organiccontent
Share: communicate and share Cisco myPlanNet news/tidbits, events, and assets via blog, Twitter, social bookmarking, video and other sharing sites, and virtual event sites
Engage:
Create interactive engagement opportunities, e.g., online discussion forums, online events, socially competitive mini games
Assess and prioritize blog, press and engagement feedback, and address as appropriate
Note: specifics have
been removed
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Social Media Strategy (Cont’d)
Improve
Integrate
Measure and Analyze
Integrate:
Tie social media messaging and efforts to serve overall marketing goals
Integrate social media with traditional media, across various social media and within same social media platform (cross promote, cross link)
Measure and Analyze: Track performance, evaluate usage, identify areas for improvement
Improve:Recommend and implement changes, make it a continuous learning process, experiment!
been removed
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Social Media Execution
Events/ Programs
SM Objectives
Channels
Content
been removed

Example #1: Connecting to Corporate Initiatives: Cisco’s 25th Anniversary
Cisco Celebrates 25 Yearscorporate press release
Cisco myPlanNet:Evolution of the Internetover the past 25 years
Service Provider blog
Cisco Celebrates 25 Yearscorporate blogs

Example #2: Connecting to Industry Initiatives: Broadband Stimulus
Promote Cisco myPlanNet through Broadband angle
Point people to Cisco’s Broadband Stimulus program (in return Broadband Stimulus program helped cross-promote Cisco myPlanNet for a while)
Link to Cisco myPlanNet articles written by broadband industry subject matter experts

Example #3: Connecting to Events: Trade Shows
Business card-sizedURL cards distributed
Post-event Cisco blog about show with Cisco myPlanNet mention
Trade Show/Event
Web link and videotrailer featured

Many Thanks to…
Don Nelson, Stephen Liu and Robert Sealey of Cisco Service Provider Marketing for their help with executing the go-to-market strategy and many thanks to all the groups and individuals on the extended team involved in the development of Cisco myPlanNet
Created by
Petra Neiger
http://xeesm.com/petra
http://www.twitter.com/petra1400

Cisco Confidential

Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)

by Petra Neiger on Mar 16, 2010

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