Video-Ready Architecture: New media-service engine & enhanced performance
Service Virtualization: Revolutionary srvcs delivery w/Cisco Services Ready Engine
Operational Excellence: Operation simplicity, green innovation, investment protection
Launch Goals :
Create momentum and buzz around Cisco’s new vision and products
Drive attendance for global virtual broadcasts across three different time zones
Increase online ‘share of voice’: generate conversation and increase followers, participation & engagement in Cisco’s social communities
Launch Strategy: Use social media and video to create buzz and build a community that is excited about Cisco’s innovative products
Building Pre-Launch Buzz and Driving Registration to Launch Event CiscoGeeks, CiscoSystems, proliferation via other Cisco accounts incl. global Cisco, Routers, Switches pages Sep Oct Nov TechWise Show PR/Blogger Outreach Social Media Release Launch page w/embedded Twitter feed Cisco Web Innovation blog series of teaser/vision posts Cisco Blogs Launch Announcement Pre, during, post, social media monitoring launch Virtual launch event registration Influencer Analysis & Outreach Monitoring Link sharing: teaser videos, event registration page Leak discovery, volume, message resonance, engagement opportunities Teaser/Vision Videos: Retail, Healthcare, Education
There was viral distribution of launch messages. Cisco partners & friends were active in pushing messages to their followers.
Most conversations were not deep. Majority of social media posts linked to major launch news or marketing content with very little in-depth discussion of key technology features or product improvements.
The high-value, in-depth conversations occurred mostly in technical forums and subset of blogs. Heavy viral distribution of basic marketing messages occurred in Twitter, video sites, and blogs.