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Building a community with social media and web 2.0 a cisco product launch case study

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Building a community with social media and web 2.0 a cisco product launch case study

Building a community with social media and web 2.0 a cisco product launch case study

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  • 1. Sieu thi dien may Viet Long - www.vietlongplaza.com.vnBuilding a Community withSocial Media and Web 2.0A Cisco Product Launch Case StudyLaSandra Brill, Mgr, SP Web & Social Medialbrill@cisco.comJuly, 2008
  • 2. Why should I care about social media? YouTube = 10 percent of all internet traffic (source: Ellacoya Networks) (source: Ellacoya Networks) YouTube & Wikipedia among top brands (source: brandchannel.com) (source: brandchannel.com) Five of the top 10 websites are social (source: Alexa) (source: Alexa) Over 100 million blogs exist (source: Technorati) (source: Technorati) 120,000 new blogs launched every day (source: Technorati) (source: Technorati) 1.5 million posts per day (17 per second) (source: Technorati) (source: Technorati) Blog readership?
  • 3. Marketing in a Web 2.0 World Create a Two Way relationship Communication(not an event) (not one way) Build Organic Communities (not synthetic)(not websites) Being Integration Everywhere (not (not just in yourinterruption) domain)
  • 4. Cisco Aggregation Service Router (ASR 1000) First in New Series of Edge Routers in Nearly a Decade Business: Business: – Fills a gap between 7200 & 7600 routers – Fills a gap between 7200 & 7600 routers – Applies to both SP Enterprise markets – Applies to both SP Enterprise markets Innovation: Innovation: – World’s most advanced networking Silicon—QuantumFlow – World’s most advanced networking Silicon—QuantumFlow – New IOS-XE to support SP and Enterprise applications – New IOS-XE to support SP and Enterprise applications Launch Goal: Launch Goal: – – Creates “cool factor” – show the “fun” side of Cisco Creates “cool factor” – show the “fun” side of Cisco – – Deliver an online-only launch that builds over time Deliver an online-only launch that builds over time – – Increase ‘share of voice’ online Increase ‘share of voice’ online Launch Strategy: Involve the Human Network Use Web 2.0 and video to create buzz and build a community that is passionate about Cisco products
  • 5. Building a Community in 3-Months and Driving Registration to Launch Event Uber User Video(s) Uber User GroupCisco Blog Uber User Post ASR Announcement Live Cisco Concert Launch Countdown Virtual Launch Event Environmental/TCO Uber User Site Social Media Widget CalculatorCisco Web Interactive 3D Game Mobile WebPR/Blogger Social Media Teaser InfluencerOutreach Social Media Release Buzz Tracking Release Outreach Topic Seeding “Ask the Expert” Event launch Feb Mar Apr
  • 6. Generate Buzz & Event Registrations Uber User Campaign Goal Collect registrations to launch event Proliferate videos on YouTube Encourage ‘sharing’ and viral pick-up
  • 7. Build Community with FacebookGoal Build community Communicate the FUN side of Cisco Drive audience to register for launch event
  • 8. Highlight Key ASR Features through 3D Game Learn & Play: Defend the Network from the forces impacting the edge using the ASR Tournament of Aces Appeal to technical audience using new “cool” means Goal Demonstrate ASR value proposition through game play Encourage ‘sharing’ through competition
  • 9. Extend Visibility in Second Life Pre-Event Live Concert Launch Event Countdown Calculator Live Launch Event Brief Press Virtual Board your personal transport device Surf through the router Appeal to technical audience using new “cool” meansGoal Demonstrate ASR value proposition through virtual experience Drive audience to register for launch event
  • 10. TCO & EnvironmentalCalculators Rich interactive tools: – Calculate competitive price – Calculate competitive price comparisons comparisons – Determine carbon footprint – Determine carbon footprint Goal Create interactive web experience Demonstrate two key messages of the ASR
  • 11. Encouraging Spread of content with Social Media WidgetCollection of key videos,collateral and images in awidget formatEmbed into social mediarelease and launch pagesEncourage use by allowingspreading of information viaembed code Goal Encourage sharing with embed capability Enhance web experience on Cisco.com Drive audience to register for launch event
  • 12. Communication Through Cisco Blogs Intrigue bloggers & customers Goal Encourage viral pick-up Drive audience to register for launch event
  • 13. Heighten Press Buzz with Teaser Release Cisco Introduces the QuantumFlow Processor: The World’s Most Advanced Piece of Networking Silicon San Jose, California—February 25—With over 1.3 billion transistors, the new Cisco QuantumFlow processor is set to reshape routing… Goal Feed speculation to extend press coverage by a week Drive audience to register for launch event
  • 14. Blogger Outreach viaSocial Media Release Clear & Simple Ensure Accuracy Build Community Easy Access Attention- Embed Code grabbing for Sharing
  • 15. Include Cisco’s Networking Professionals Technical Community Seed Cisco forum with discussion topics Goal Encourage communication between customers Interact with customers – “Ask the Expert”
  • 16. Increase Visibility with Mobile AccessAbbreviateddatasheetVideo datasheetGoal Create interactive web experience Offer multiple ways to consume information Drive audience to register for launch event
  • 17. Introduce Product Online via “Live” Online EventAround the World Launch Events 9am PST US/Canada/LatAm/ W-C Europe 6pm PST Japan/China 9pm PST India 12am PST C/E Europe/ ME/Africa Goal Maximize audience attendance worldwide Showcase high priority of this announcement by Cisco
  • 18. Follow-the-Sun Global TelePresence Sessions Encourage field to invite customers to CBCs to watch event, Encourage field to invite customers to CBCs to watch event, discuss and learn more discuss and learn more Orchestrate EBC TelePresence session with product Orchestrate EBC TelePresence session with product team/spokespeople team/spokespeople Goal Translate event interest to sales engagement Showcase “Walking the Talk,” emphasizing ASR drivers
  • 19. Lessons LearnedAvoid Hidden Costs - Ensure royalty free access tovideos so that content can be repurposed on SocialMedia Sites.Test, test and more testing. The social media widget wasnew for everyone and ensuring the ‘embed’ link trackingwas working required more time than allocated.User generated content – The UGC on Facebook was themost active discussion “Top 20 Signs you’re an InternetAddict”EDGE QUEST ASR Design Craft content was a bust –the promotion for this got lost in the promotion for theTournament itself. LESSON - stick to one message.
  • 20. Learn More – Recommended ResourcesExternal Marketing & Social Media Resources: Marketing in a Web 2.0 World – http://lasandrabrill.blogspot.com Web Strategy - http://www.web-strategist.com/blog/ Conversations Matter – http://www.conversationsmatter.org WebGuild - http://webguild.org/Cisco External Resources: Cisco ASR Web Page – www.cisco.com/go/asr EDGE QUEST – www.cisco.com/go/edgequest Second Life - http://slurl.com/secondlife/Cisco%20Systems%204/47/33/21/ Facebook Group - http://www.facebook.com/group.php?gid=8132918757 CiscoSP360 on Twitter - http://twitter.com/ciscosp360 Cisco SP360 Blog – http://blogs.cisco.com/sp Cisco Web Experience Blog - http://blogs.cisco.com/webexperience/ Virtual Worlds Blog - http://blogs.cisco.com/virtualworlds/