Cisco ASR 1000 - Digital Marketing Case Study
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The case on the launching strategy of the Cisco ASR Series Routers from the traditional marketing strategy to a digital one.
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Here are some key points discussed in the document:
1. A title page makes a social media marketing plan stand out and helps accent important information like the document name, company contact info, authors, and publication date.
2. Tips for an executive summary include leading with why the plan should be adopted, keeping the audience in mind, reflecting the plan's structure, providing an overview of main components, limiting length, and including author names.
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3. Five key metrics are brand health, sentiment analysis, reach, company posts, and average response time to feedback.
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Project Link: https://goo.gl/cksB7o
Please feel free to Clip, Like and Share.
Connect with me on LinkedIn: https://www.linkedin.com/in/ikarankapoor/
Thank You.
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Cisco Jonathan Curry (NASDAQ: CSCO) is the worldwide leader in IT that helps ...
1. Cisco leveraged social media platforms like Second Life, YouTube, blogs and Twitter to launch its new ASR product in a more interactive way aimed at network engineers.
2. It built a virtual launch event in Second Life with a stage for presentations and areas to explore a virtual router. It also held concerts in Second Life to generate buzz.
3. Compared to traditional launches, the social media launch engaged over 9,000 people from 128 countries and saved an estimated 42,000 gallons of gas by eliminating travel. It also generated more media coverage and online impressions.
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The purpose of this report is to give readers an overview of Pakistan’s digital industry landscape. The report shows how social media is evolving and how brands locally and globally are effectively using the medium to reach out to an ever growing social audience. The report also includes research on trends, topics and innovations that are being talked about worldwide.
Book
Dibakar Das Roy provides information about himself through a diagram showing different ways to access information on his work, interests, and belief system. This includes links to a YouTube video and Current TV segment about himself, as well as his resume and book. He has experience in marketing and advertising in India and is currently pursuing a creative brand management degree. He is interested in social causes, theater, and using technology for communication. His objective is to be a brand representative who is proficient in both the artistic and technical aspects of branding.
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Cisco ASR 1000 - Digital Marketing Case Study
- 1. Cisco Systems: Launching ASR 1000 Series Router
- 2. About CISCO Founded in 1984 by a group of computer scientists from Stanford. World wide leader in networking for internet providing routers, modems etc. and other solutions. 2008 net income of 8.1billion $
- 3. Market Trends Rising demand for Greater Bandwidth. (43%) and 20% more the next 24 months. 70% Corporations expect demand for higher bandwidth. Web 2.0 collaborative tools applications like audio conferencing, video conferencing and IPTV.
- 4. CISCO Router 1000 Series Provides Increased Collaboration at a higher bandwidth and efficiency of unlimited applications which the enterprises are primarily depending on. Instant On Provision- Reduces the Carbon Footprint. Flexible, Scalable and Nonstop. 350 million dollars total investment.
- 5. Launching the ASR 1000 Decision to launch Digitally. ‘Virtually, visually and virally – and green” Reasons- Five of top 10 websites were social websites. Exponential increase in blogs ~ 100 mill. Digitization of America. Fits into the overall strategy of reducing carbon footprint. Aim to build a community among the users. 2 way communication and build relation ship with the consumer. Shift from building websites to building communities. Advertising to Organic Growth.
- 6. Digital Launch – No stone unturned. Partnership with Ogilvy to launch Microsite aimed to go viral with teaser videos. Videos on various platforms like youtube, yahoo videos etc. Facebook Application and Group to provide release targeted at bloggers. Social Media Widget Facebook Community. Edge Quest Game to communicate the value proposition of ASR 1000 series. Second Life Presence of the Target Audience. Cost Calculator that includes the Carbon Footprint. Blogs and Forums. Live Event streaming of launch telecasted across the world for the audience to reveal the product.
- 7. Evaluation Platform Reach Videos- Youtube,Google,Yahoo 2000 Views Social Media Release 1300 hits on google Media Widget 35000 views FB Community 546 Users Edge Quest 3-D >40000 Participated Second Life Presence Reaching out to technical audience. 1000 employees were in the portal. Microsite & Cisco Blogs A huge number of views.
- 8. Learnings and Recommendations Learnings: The Change in nature of the demographics of marketing requires taking risks. Theory crafting does not provide the actual reflection. Recommendations Build on the existing user base generated by edgequest and fb community. Leverage traditional users data eg mail ids etc. to bring them into this online community. Sustain the community after launch with additional features to keep the users engaged. Videos should focus on teasing the user with the features as the audience seems to be more focused on the technical aspects. Possible campaigns through Linkedin Groups of IT Professionals and influencers
- 9. Thank you