TechWiseTV--"Energy Efficiency in the Data Center" Social Media Plan

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How to promote an online episode around energy and technology to launch social media presence and generate leads?

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TechWiseTV--"Energy Efficiency in the Data Center" Social Media Plan

  1. 1. Energy Efficiency in the Data Center TechWiseTV Episode: Aug. 21 Social Media Plan Melissa Kennedy June 2008
  2. 2. Data Center & TechWiseTV Big Picture Air Aug 21st Sustain Demand Generate Interest Physical Events (City tours, Cisco Live, Media Events ) Online Events, webcasts Video general availability AR, PR, BR, Social Media DG TechWiseTV “ Green Data Center ” AR PR BR Social Media DG June July Sept Air Oct. 16 TechWiseTV “ VMware & Virtualization in Data Center” DC assets Sneak Peek! Trailer DC Assets Sneak Peek! Trailer Physical Events (City tours, Cisco Live, Media Events ) Online Events, webcasts
  3. 3. Data Center TWTV Social Media Strategy <ul><li>Cadenced Cisco Blogging and Micro-blogging </li></ul><ul><li>Influential Blogger Outreach </li></ul><ul><li>Online Commenting </li></ul><ul><li>Audience/Show Collaboration </li></ul><ul><li>Viral Video Syndication </li></ul><ul><li>Social Network Engagement </li></ul><ul><li>Search Engine & Tag Optimization </li></ul>
  4. 4. In the Weeds: Tactics Dates, Deliverables & Metrics
  5. 5. Cisco Live! Outreach Snapshot: June 23-27 <ul><li>Leverage CiscoDC Twitter Venue to: </li></ul><ul><ul><li>Continue research </li></ul></ul><ul><ul><li>Establish presence </li></ul></ul><ul><ul><li>Re-syndicate DC blogging activities </li></ul></ul><ul><li>Deliver first blogger outreach email </li></ul><ul><ul><li>Serve as interactive follow-up to press briefings, press release </li></ul></ul><ul><ul><li>Ask to review EAP tool: feedback, comment, share, blog </li></ul></ul><ul><ul><li>Create live interaction opportunity: TWTV team via Cisco LIVE will explore for show </li></ul></ul><ul><li>Create video platform for audience collaboration </li></ul><ul><ul><li>Create YouTube posting </li></ul></ul><ul><ul><li>Offer audience a way to ask questions for TWTV to explore </li></ul></ul><ul><ul><li>Promote </li></ul></ul><ul><ul><li>Leverage intelligence for show content, search, tag optimization </li></ul></ul>BIG SPLASH
  6. 6. June Social Media Deliverables Complete Deliverable Due Date Initiate DC & TWTV internal research May 26 - June 13 Initiate DC e-universe observation---understanding technology, online landscape and “social circles” June 20, ongoing Create CiscoDC twitter for research, presence and re-syndication of Cisco DC blog June 6, ongoing Deliver Video Syndication List June 23 <ul><li>Deliver first Blogger Outreach email </li></ul><ul><ul><li>*Serve as interactive follow-up to press briefings, press release </li></ul></ul><ul><ul><li>*Ask to review EAP tool—feedback, comment, share, blog </li></ul></ul><ul><ul><li>*Offer audience a platform to ask questions for TWTV team via Cisco Live to explore for DC show </li></ul></ul>June 24-July 3 Create YouTube posting to ask for video questions for TWTV to explore on show: interactive, promote, optimize June 24, ongoing
  7. 7. July Social Media Deliverables Deliverable Due Date Continuing Interaction: YouTube Q ’s, EAP tool evaluation, Twitter syndication Ongoing Prospecting blogger influencers, social network or community opportunities Ongoing Managing two-way communication between bloggers ’ hot topics to DC bloggers and vice-versa: *Cisco LIVE video blog, TWTV roving video reporters *Blogger feedback *DC assets, blog posts Ongoing Open show registration: URL available July 2 Create event pages in DC & TWTV facebook groups July 2 Syndicate TWTV spotlight to drive registration July 21 Launch blogger relations and placement campaign July 21 Launch email, telemarketing DG efforts July 28
  8. 8. August Social Media Deliverables Deliverable Due Date Continuing Interaction: You Tube Q ’s, EAP tool evaluation, Twitter syndication Ongoing Prospecting blogger influencers, social network or community opportunities Ongoing Managing two-way communication between bloggers ’ hot topics to DC bloggers and vice-versa: *Blogger feedback *DC assets, blog posts Ongoing Research tag clouds within online venues to optimize tags, titles, descriptions Ongoing Launch blogger exclusive “Sneak Peek” Event Aug. 11 Air TWTV episode: “Energy Efficiency in the Data Center” with LIVE Q&A Aug. 21 Video available, promote & prepare for next DC show Ongoing
  9. 9. Data Center Pre-Show Flow Launch Aug 21st Generate Interest TechWiseTV “ Green Data Center ” Live Q&A June July Research, Establish Community Presence Cisco Live-Primer: PR/AR Briefing: June 16-18 Blogger Outreach: EAP Tool feedback, Cisco Live Video opportunity: June 24 - July3 Cisco DC Bloggers: green posting, asset teasing—continuous syndicating to targeted bloggers, twitter, social media engagement, research Spotlight syndicating/ blogger outreach: July 22 Sneak Peak: Aug 19 August AR: July 10 DC Conference: Aug. 4-7 TWTV trad DG: wk July 28 Corp-led activities M80/TWTV- led activities Reg opens: July 2 Establish You Tube: Q&A Channel Capitalize & Increase Update DC& TWTV facebook pgs DC press event: July 14 AR/PR Cisco Live: June 24, 25 Blogger outreach, ask questions for JR/Robb to ask at Cisco Live
  10. 10. How to measure success? <ul><li>Tactical activity-based metrics: </li></ul><ul><ul><li>Twitter feeds </li></ul></ul><ul><ul><li>Blogger Outreach Pitches </li></ul></ul><ul><ul><li>Video Syndication Placements </li></ul></ul><ul><ul><li>Social Media Engagements </li></ul></ul><ul><li>Audience activity-based metrics: Awareness & New Contact Acquisition </li></ul><ul><ul><li>Share (ex. Blogger placements) </li></ul></ul><ul><ul><li>Register </li></ul></ul><ul><ul><li>View </li></ul></ul><ul><ul><li>Rate </li></ul></ul><ul><ul><li>Contribute </li></ul></ul><ul><ul><li>Subscribe </li></ul></ul>

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