asr preso bright talk final slideshare
DESCRIPTION
Case study from Cisco delivering examples and learnings from recent launches and marketing efforts. Delivered in-tandem with an amazing peer and tutor, LaSandra BrillTRANSCRIPT
Building a Community with Social Media and Web 2.0 A Cisco Product Launch Case Study
LaSandra Brill, Mgr, Web & Social [email protected] Mines, Mgr, Strategic [email protected]
Create a relationship
(not an event)
Build Communities (not websites)
Two Way Communication(not one way)
Organic (not synthetic)
Integration (not
interruption)
Being Everywhere
(not just in your domain)
Marketing in a Web 2.0 World
Cisco Aggregation Service Router (ASR 1000)First in New Series of Edge Routers in Nearly a Decade
Business:– Fills a gap between 7200 & 7600 routers– Applies to both SP Enterprise markets
Innovation: – World’s most advanced networking Silicon—QuantumFlow– New IOS-XE to support SP and Enterprise applications
Launch Goal: – Creates “cool factor” – show the “fun” side of Cisco– Deliver an online-only launch that builds over time– Increase ‘share of voice’ online
Launch Strategy: Involve the Human NetworkUse Web 2.0 and video to create buzz and build a community that is passionate about Cisco products
ASR Launch a Success?
CRS-1 LaunchVirtual, Viral and Visual
Leveraging Web 2.0 technologies
Approach: traditional, physical event
No travel ─saved carbon emissions equal to 188 tons of coal or 42,000 gallons of gas
Travel: required extensive audience travel to San Jose, CA
Global: 9,000+ attendance in 128 countriesSize: 100+ attendance in 100
countriesCost less than ONE-SEVENTH of CRS-1 launch expense
Cost: $20,000+ in airport car service alone
245 articles, 1000+ blog posts, 40M+ impressions
Coverage: 87 articles, 135 press attended events
ASR 1000 Launch
Lessons LearnedFish where the fish are
It is OK to show your human side
Avoid hidden costs
Don’t rely too heavily on agencies or outside “experts”
Test, test and test again
Emphasize user-generated content
Not everything will work
Take risks
ASR 9000 LaunchContinuing the Virtual, Viral, Visual Approach
Launch Converse
What was different?
Embraced more Viral style for pre-buzz Retooled “vehicle” list
– Second Life – cut– Stylized “reveal” site
More orchestrated continuing the conversation/momentum– “Aftershock” program
A New Mantra…
VIRAL
VIRTUAL
VISUAL
Global reachOnline reveal
Online (addictive) gamewww.cisco.com/go/edgequest
Pre-launch buzz videos
Blogs
Source: Cisco Social Media Team
Source: Cisco Social Media Team
We ASR 9000
“Clever marketing from the folks at Cisco (CSCO)….
If even only a few them smile and think of Cisco more as a funny cool friend than a stodgy IT firm, it was worth it.”
“This is some serious metal… meant for large service providers sending out vast streams of data….
Because nothing says ‘forever’ like up to 6.4 terabits per second,” says the Cisco voiceover in the ad.
130,000+ viewings in three weeks
Strong Field Reviews
“This is fantastic”
“I shared it with my customer’s CMO…”
“Keep them coming. This is sure to attract the right kind of attention for us.“
and …Forrester is creating a case study on Cisco’s
Virtual, Viral, Visual Marketing…
Happy Valentine’s Day!
I hope it’s an ASR 9000!!!
© 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential
Create
Publish
Reuse
Share
Measure
ModularExtensible
Easy to excerpt
QuotesSummaries
Change media
Multi-mediaMulti-location
Multi-stakeholder
RepositoryManual post
Auto-Syndication
ReachImpression
Engagement
Exponential Marketing: the propagation cycle
Identify. Share. Prep the Net
http://www.ascentium-lounge.com/demo/rave/ Encourage creativity and sharing Promotes visual and video promotion and participation Create online, global “rave” Ties directly into popular activities of techies Theatre engagement starting and required
Beautifully Engineered Series
NEW video series designed to clearly articulate ASR9kdifferentiators
First three available NOW (www.cisco.com/go/asr9kexplained)
1.Beautifully Engineered – Power of the ASR9k platform
2.Right on Queue – Traffic Management Intelligence and Excellence
3.Non-Step Content – IOS
http://techedgeweekly.com/?page_id=162
Creative Posters creatively available for printing and forwarding
Unique way for PR, AR, sales to communicate
Invitations
catchy thank-yous
Continuation of fun, personality-side of ASR 9k
Posters/e-CardsConversation Starters
The Journey Continues
Where to go to learn more…
Product Beautiful ( www.productbeautiful.com/ ) WebInkNow (www.webinknow.com) Dilbert Blog (www.dilbertblog.typepad.com/ ) David Henderson (http://www.davidhenderson.com/) Jeremiah Owyang (http://www.web-strategist.com/blog/) LaSandra Brill (www.lasandrabrill.blogspot.com/ )