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Social Media Case (ZHAW)

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Social Media Case (ZHAW)

  1. 1. MARKETINGCASE STUDYSocial Media Campaign for CiscoSystems in Switzerland13.03.13
  2. 2. ZHAW School of Management and Laww.1Int2_GM FS13: Integration 2 - General Management2 Case: Institute for Marketing Management (IMM)Task 5: LocalizationGMTZ09E: Ellen GirodWELCOMEWho we are.
  3. 3. Introduction: of the task and chosen methodology ’2Analysis: of media behavior in Switzerland / B2B ’8Recommendations: Swiss adaptation of campaign ’5with focus on communication mixDiscussion: engagement marketing ’10AGENDAWhat will happen in the next 30min?
  4. 4. Introduction: of the task and chosen methodology ’2Analysis: of media behavior in Switzerland / B2B ’8Recommendations: Swiss adaptation of campaign ’5with focus on communication mixDiscussion: engagement marketing ’10AGENDAWhat will happen in the next 30min?
  5. 5. DiscussionRecommendationsAnalysisIntroduction5INTRODUCTION.
  6. 6. DiscussionRecommendationsAnalysisIntroduction6THE THEORY.THE CASE:Launch of the successor model of ASR 1000 Series Edge Router in SwitzerlandTHE CASE AND IT’S OBJECTIVESHow can Ciscos U.S. campaign be adopted to Swiss market?
  7. 7. DiscussionRecommendationsAnalysisIntroduction7THE THEORY.THE CASE:Launch of the successor model of ASR 1000 Series Edge Router in SwitzerlandTHE OBJECTIVES:Maintain former goals of case study and its mantra (3xV)Analyze the media behavior of the relevant target groups in the Swiss marketAdopt the communication mix for a successful campaign in SwitzerlandTHE CASE AND IT’S OBJECTIVESHow can Ciscos U.S. campaign be adopted to Swiss market?
  8. 8. DiscussionRecommendationsAnalysisIntroduction8THE THEORY.THE METHODOLOGYProcedure model of marketing planning.
  9. 9. DiscussionRecommendationsAnalysisIntroduction9THE THEORY.THE METHODOLOGYProcedure model of marketing planning.1 group task: Analysis of mediabehavior in Switzerland
  10. 10. DiscussionRecommendationsAnalysisIntroduction10THE THEORY.THE METHODOLOGYProcedure model of marketing planning.Given by the caseSmall group task: Smoothadjustments for Switzerland1 group task: Analysis of mediabehavior in Switzerland
  11. 11. DiscussionRecommendationsAnalysisIntroduction11THE THEORY.THE METHODOLOGYProcedure model of marketing planning.Given by the caseSmall group task: Smoothadjustments for Switzerland1 group task: Analysis of mediabehavior in SwitzerlandAnalysis
  12. 12. DiscussionRecommendationsAnalysisIntroduction12THE THEORY.THE METHODOLOGYProcedure model of marketing planning.Given by the caseSmall group task: Smoothadjustments for Switzerland1 group task: Analysis of mediabehavior in Switzerland2 group task: Communication focusand digital tactics for Swiss B2B marketAnalysis
  13. 13. DiscussionRecommendationsAnalysisIntroduction13THE THEORY.THE METHODOLOGYProcedure model of marketing planning.Given by the caseSmall group task: Smoothadjustments for Switzerland1 group task: Analysis of mediabehavior in Switzerland2 group task: Communication focusand digital tactics for Swiss B2B market3 group task: Social mediacommunication mix and plan for thelaunch in SwitzerlandAnalysis
  14. 14. DiscussionRecommendationsAnalysisIntroduction14THE THEORY.THE METHODOLOGYProcedure model of marketing planning.Given by the caseSmall group task: Smoothadjustments for Switzerland1 group task: Analysis of mediabehavior in Switzerland2 group task: Communication focusand digital tactics for Swiss B2B market3 group task: Social mediacommunication mix and plan for thelaunch in SwitzerlandAnalysisRecommendation
  15. 15. DiscussionRecommendationsAnalysisIntroduction15THE THEORY.THE METHODOLOGYProcedure model of marketing planning.Given by the caseSmall group task: Smoothadjustments for Switzerland1 group task: Analysis of mediabehavior in Switzerland2 group task: Communication focusand digital tactics for Swiss B2B market3 group task: Social mediacommunication mix and plan for thelaunch in SwitzerlandAnalysisRecommendationOther group
  16. 16. DiscussionRecommendationsIntroduction AnalysisANALYSIS.
  17. 17. DiscussionRecommendationsIntroduction AnalysisAGENDAIntroduction: of the task and chosen methodology ’2Analysis: of media behavior in Switzerland ’8Recommendations: swiss adaptation of campaign ’5with focus on communication mixDiscussion: engagement marketing ’10
  18. 18. DiscussionRecommendationsIntroduction AnalysisAGENDAIntroduction: of the task and chosen methodology ’2Analysis: of media behavior in Switzerland ’8Recommendations: swiss adaptation of campaign ’5with focus on communication mixDiscussion: engagement marketing ’10
  19. 19. DiscussionRecommendationsIntroductionwAnalysisANALYSISUsed resources.And of course: www.bfs.admin.ch (Bundesamt für Statistik)
  20. 20. DiscussionRecommendationsIntroductionwAnalysisMEDIA BEHAVIOR.
  21. 21. DiscussionRecommendationsIntroduction AnalysisMEDIA BEHAVOIR IN SWITZERLANDInternet is Switzerland’s most relevant media.Source: Y&R Group Switzerland, Media use index 2012
  22. 22. DiscussionRecommendationsIntroduction AnalysisMEDIA BEHAVOIR IN SWITZERLANDMobile internet is becoming a mass media.Source: Y&R Group Switzerland, Media use index 2012
  23. 23. DiscussionRecommendationsIntroduction AnalysisINTERNET UTILISATION IN SWITZERLANDAlmost 80% of the population is online.Source: www.bfs.admin.ch / Net-Metrix Base.
  24. 24. DiscussionRecommendationsIntroduction AnalysisINTERNET UTILISATION IN SWITZERLAND5’300’000 internet users in Switzerland.Source: www.bfs.admin.ch / Net-Metrix Base.
  25. 25. DiscussionRecommendationsIntroduction AnalysisINTERNET UTILISATION IN SWITZERLANDBut: compared to the U.S. Switzerland is lagging behind.Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, “Forschungsbericht: Internet Anwendungen und deren Nutzung in der Schweiz”
  26. 26. DiscussionRecommendationsIntroduction AnalysisWEB 2.0DEVELOPMENT.
  27. 27. DiscussionRecommendationsIntroduction AnalysisWEB 2.0 DEVELOPMENT IN SWITZERLANDExtremely fast.Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch
  28. 28. DiscussionRecommendationsIntroduction AnalysisWEB 2.0 DEVELOPMENT IN SWITZERLANDPrint is dead.Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch
  29. 29. DiscussionRecommendationsIntroduction AnalysisWEB 2.0 DEVELOPMENT IN SWITZERLANDLong live social media.Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch
  30. 30. DiscussionRecommendationsIntroduction AnalysisDEMOGRAPHICSOF CISCOSTARGET GROUP.
  31. 31. DiscussionRecommendationsIntroduction AnalysisDEMOGRAPHICS OF THE TARGET GROUPBDM & TDM are Digital Immigrants (30-54yrs) and they go mobile.Source: Y&R Group Switzerland, Media use index 2012
  32. 32. DiscussionRecommendationsIntroduction AnalysisDEMOGRAPHICS OF THE TARGET GROUPMore men than women are online.Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, “Forschungsbericht: Internet Anwendungen und deren Nutzung in der Schweiz”
  33. 33. DiscussionRecommendationsIntroduction AnalysisDEMOGRAPHICS OF THE TARGET GROUPPractical apps beat entertaining ones.Source: Y&R Group Switzerland, Media use index 2012
  34. 34. DiscussionRecommendationsIntroduction AnalysisDEMOGRAPHICS OF THE TARGET GROUPHigh educated groups don’t prefer online games.Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, “Forschungsbericht: Internet Anwendungen und deren Nutzung in der Schweiz”
  35. 35. DiscussionRecommendationsIntroduction AnalysisBUSINESSCOMMUNITIES.
  36. 36. DiscussionRecommendationsIntroduction AnalysisBUSINESS GOES SOCIAL MEDIABig enterprises are leading the social web.Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012
  37. 37. DiscussionRecommendationsIntroduction AnalysisBUSINESS GOES SOCIAL MEDIAFacebook in pole position.Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?
  38. 38. DiscussionRecommendationsIntroduction AnalysisBUSINESS GOES SOCIAL MEDIAFacebook in pole position.Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012
  39. 39. DiscussionRecommendationsIntroduction AnalysisB2B CONTEXT.
  40. 40. DiscussionRecommendationsIntroduction AnalysisB2B GOES SOCIAL MEDIAMore than half from B2B context.Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012
  41. 41. DiscussionRecommendationsIntroduction AnalysisB2B GOES SOCIAL MEDIAOnly 19.3% of B2B state social media as currently relevant.Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?
  42. 42. DiscussionRecommendationsIntroduction AnalysisB2B GOES SOCIAL MEDIABut 40% of B2B state social media as relevant development for 2013.Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?
  43. 43. DiscussionRecommendationsIntroduction AnalysisB2B GOES ONLINEAn interesting perspective from Germany.Source: Virtual Identity, Webnutzung Deutscher B2B Entscheider, 2009
  44. 44. DiscussionRecommendationsIntroduction Analysis#1 The use of (mobile) internet in CH increases dynamically.#2 80% of the Swiss population is online.#3 Print is dead. Long live social media.#4 94% of big Swiss companies are on social media.#5 Facebook is in pole position.#6 B2B decision maker spend 2h per day online.Source: Virtual Identity, Webnutzung Deutscher B2B Entscheider, 2009Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.chSource: www.bfs.admin.ch / Net-Metrix Base.Source: Y&R Group Switzerland, Media use index 2012SUMMARY.
  45. 45. DiscussionRecommendationsIntroduction Analysis #1 Virtually: Only employ digital media channels(zero spendings on tv / print / live) #2 Visually: Rich media video and interactive multimediagames to engage prospects #3 Virally: Emphasize viral marketing and aim to buildcommunities of über users who would spreadthe word (WOM, influential) #4 Green: No print or live roadshowsMANTRA.
  46. 46. DiscussionRecommendationsIntroduction Analysis #1 Virtually: Only employ digital media channels(zero spendings on tv / print / live) #2 Visually: Rich media video and interactive multimediagames to engage prospects #3 Virally: Emphasize viral marketing and aim to buildcommunities of über users who would spreadthe word (WOM, influential) #4 Green: No print or live roadshowsMANTRA.
  47. 47. DiscussionRecommendationsIntroduction Analysis #1 Virtually: Only employ digital media channels(zero spendings on tv / print / live) #2 Visually: Rich media video and interactive multimediagames to engage prospects #3 Virally: Emphasize viral marketing and aim to buildcommunities of über users who would spreadthe word (WOM, influential) #4 Green: No print or live roadshowsMANTRA.
  48. 48. DiscussionRecommendationsIntroduction Analysis #1 Virtually: Only employ digital media channels(zero spendings on tv / print / live) #2 Visually: Rich media video and interactive multimediagames to engage prospects #3 Virally: Emphasize viral marketing and aim to buildcommunities of über users who would spreadthe word (WOM, influential) #4 Green: No print or live roadshowsMANTRA.
  49. 49. DiscussionRecommendationsIntroduction Analysis #1 Virtually: Only employ digital media channels(zero spendings on tv / print / live) #2 Visually: Rich media video and interactive multimediagames to engage prospects #3 Virally: Emphasize viral marketing and aim to buildcommunities of über users who would spreadthe word (WOM, influential) #4 Green: No print or live roadshowsMANTRA.
  50. 50. DiscussionRecommendationsIntroduction Analysis #1 Awareness: Increase awareness among BDMs (businessdecision makers) and TDMs (technology decisionmakers) working for service providers & large enterprises #2 Social: Create a cool & fun atmosphere and show thehuman/social side #3 Sustainable: Deliver an online launch that’s sustainable #4 SOV: Increase the online share of voiceGOALS.
  51. 51. DiscussionRecommendationsIntroduction Analysis #1 Awareness: Increase awareness among BDMs (businessdecision makers) and TDMs (technology decisionmakers) working for service providers & large enterprises #2 Social: Create a cool & fun atmosphere and show thehuman/social side #3 Sustainable: Deliver an online launch that’s sustainable #4 SOV: Increase the online share of voiceGOALS.
  52. 52. DiscussionRecommendationsIntroduction Analysis #1 Awareness: Increase awareness among BDMs (businessdecision makers) and TDMs (technology decisionmakers) working for service providers & large enterprises #2 Social: Create a cool & fun atmosphere and show thehuman/social side #3 Sustainable: Deliver an online launch that’s sustainable #4 SOV: Increase the online share of voice #5 Mobile: Emphasis (technological & content side) onmobile devices #6 Pre-buzz: Generate involvement bycreating a pre-launch buzzGOALS.
  53. 53. #5MOBILE.
  54. 54. #6PRE-BUZZ.#ASR1000#cisco“finally in CH!”“can’t wait for the launch..”
  55. 55. DiscussionAnalysisIntroduction RecommendationsRECOMMENDATIONS.
  56. 56. DiscussionAnalysisIntroduction RecommendationsMAIN FOCUS WITHIN THE MARKETING MIXXxxAGENDAIntroduction: of the task and chosen methodology ’2Analysis: of media behavior in Switzerland ’8Recommendations: Swiss adaptation of campaign ’5with focus on communication mixDiscussion: engagement marketing ’10
  57. 57. DiscussionAnalysisIntroduction RecommendationsMAIN FOCUS WITHIN THE MARKETING MIXFocus on localization of digital communication.Marketing trends toward digital communication:Engagement marketing: from interruption to integration with customers contextInbound marketing: get into dialogue with your customerContent marketing: emphasis on your content (is king)Digital tactitcs & tools (Placement):Agile Commerce: multi channel approachPositioning & content strategy (Promotion):Integrated communication: same key-visual, one claim, one hashtagConsumer behavior: Communication in the age of information overloadUse of infographics (viral potential)Use of testimonials / storytellingUser generated content (UGC) & content curation
  58. 58. AGILECOMMERCE.
  59. 59. INTEGRATEDCOMMUNICATION.
  60. 60. TONEOFVOICE.
  61. 61. INFOGRAPHICS.
  62. 62. TESTIMONIALS.
  63. 63. TESTIMONIALS.
  64. 64. UGC.
  65. 65. DiscussionAnalysisIntroduction RecommendationsSOCIAL MEDIA COMMUNICATION MIXThe musts.Musts Outlay / Reason why ObjectiveLanding page /MicrositeMain content / fun & social /pre-buzz generationActive operation:Generation of main contentBlog /Content curationMight be part of landing page Active operation: Generationof content & Dialogue
  66. 66. LANDINGPAGE.
  67. 67. BLOG.
  68. 68. BLOG.
  69. 69. CONTENTCURATION.
  70. 70. DiscussionAnalysisIntroduction RecommendationsSOCIAL MEDIA COMMUNICATION MIXThe musts.Musts Outlay / Reason why ObjectiveLanding page /MicrositeMain content / fun & social /pre-buzz generationActive operation:Generation of main contentBlog /Content curationMight be part of landing page Active operation: Generationof content & DialogueFacebook Still a must in Switzerland Active operation:DialogueTwitter Important for PR, as most journalists are there Active operation:DialogueXING More popular in Switzerland than LinkedIn Active operation:Dialogue
  71. 71. FACEBOOK.
  72. 72. TWITTER.
  73. 73. XING.
  74. 74. DiscussionAnalysisIntroduction RecommendationsSOCIAL MEDIA COMMUNICATION MIXThe musts.Musts Outlay / Reason why ObjectiveLanding page /MicrositeMain content / fun & social /pre-buzz generationActive operation:Generation of main contentBlog /Content curationMight be part of landing page Active operation: Generationof content & DialogueYouTube Content Database: videos Passive operation:Distribution of contentFlickr Content Database: visuals, photos &infographicsPassive operation:Distribution of contentSlideshare Content Database: PPT presentations,whitpapers & infographicsPassive operation:Distribution of contentFacebook Still a must in Switzerland Active operation:DialogueTwitter Important for PR, as most journalists are there Active operation:DialogueXING More popular in Switzerland than LinkedIn Active operation:Dialogue
  75. 75. DiscussionAnalysisIntroduction RecommendationsSOCIAL MEDIA COMMUNICATION MIXThe nice to haves.Nice to have Outlay / Reason why ObjectiveLinkedIn Depends on budget Active operation:Distribution of contentWebinar Depends on budget Active operation: Dialogue &Distribution of contentWeb Tools / Apps Depends on budget Active operation: Dialogue
  76. 76. DiscussionAnalysisIntroduction RecommendationsSOCIAL MEDIA COMMUNICATION MIXThe don’ts.Go without Outlay / Reason whyGoogle+ Doesn’t work in Switzerland;invest in Google adWords instead (SEO)Online Game Not our targed group (low educated, young)Pinterest Not our target group (young, creative, female)Second Life No comment ;- )Online Event «Fish where the fish are in Switzerland»what works in U.S. doesn’t have to work in Switezerland
  77. 77. DiscussionAnalysisIntroduction RecommendationsSOCIAL MEDIA COMMUNICATION MIXSummary of goals and actions.#1 Awareness#2 Social aspect#3 Sustainableconnection#4 Share of voice#5 Mobile#6 Pre-buzzVirtualVisualViralMANTRA LOCALISATION ISTRUMENTSGOALS
  78. 78. RecommendationsAnalysisIntroduction DiscussionDISCUSSION.
  79. 79. RecommendationsAnalysisIntroduction DiscussionAGENDAIntroduction: of the task and chosen methodology ’2Analysis: of media behavior in Switzerland ’8Recommendations: Swiss adaptation of campaign ’5with focus on communication mixDiscussion: engagement marketing ’10
  80. 80. ENGAGEMENTMARKETING?
  81. 81. Show video via YouTube:http://www.youtube.com/watch?v=LDY4IDzaxqU..sorry had some troubles with Adobe.
  82. 82. Got the idea of engagement marketing?Away from passive consumptionof messages toward a beneficialrelationship with the brand.Personal experience withengagement marketing?Professionall experience withengagement marketing?
  83. 83. THANKS.QUESTIONS?The case of Cisco Systems andSocial Media13.03.13

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