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Digital Cribs: Activating the Voice-of-the-Consumer Through User-Generated Video

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Presented by Ken Wirt, VP Consumer Marketing, Cisco

Dated: June 7, 2010

Published in: Technology, Education
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Digital Cribs: Activating the Voice-of-the-Consumer Through User-Generated Video

  1. 1. Digital Cribs: Activating the Voice-of-the- Customer thru User Generated Video CM Summit Ken Wirt, VP Consumer Marketing Cisco 6-7-10 14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 1
  2. 2. The Problem/Objectives – Home Networking   Only 60% of homes with broadband have a home network   #1 reason for not having a home network: - “I don’t know what I’d do with one”   Aspirational - Someone I identify with - How they use a home network   Global, efficient, engaging 14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 2
  3. 3. Cisco.com Consumer Site 14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 3
  4. 4. The Professionals = Template   Paramore • “Twilight” film •  Paul Van Dyk •  German DJ – 3M albums •  Shane Battier •  NBA •  Graham Hill – Treehugger.com •  Martha Lane Fox – Lastminute.com •  Lincoln Schatz – video artist 14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 4
  5. 5. Semi-Pros Worldwide Contest   Filmaka.com • 800+ worldwide film makers •  Robin Glass •  Brazilian musician •  Mike Cotton •  UK surfer •  Patrick Smith • Japanese wildlife videography 14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 5
  6. 6. User Generated Contest   Heaven / Hell • Best home network • Why I need a new home network •  Range of content • Philippine art student • Home automation • Hungarian utility worker •  Voting activated personal networks 14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 6
  7. 7. Student Films – NYU / USC   8 Films per school • Worked with film schools • Juried competition •  Incredible subjects • Tim Ferriss – 4 Hr Work Week • Ballet Podcaster – 2M views •  David Malan – Harvard top prof •  Meditating monks 14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 7
  8. 8. Results   Traffic   4x traffic   350K views   67% are new visitors to Cisco.com   Search results for DC increased from 4 to 34K   User Engagement   167+ videos   15 countries   85K ratings, 23K comments   100+ social media placements   2008 Webby Honoree   Gained market share   One of the best performing business units 14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 8
  9. 9. Learnings   Templates   Student Power   International engagement   Subjects drive traffic   “Real” stories drive engagement 14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 9
  10. 10. 14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 10

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