building a community with social media and web 2.0 - a cisco product launch case study
DESCRIPTION
This presentation explores key aspects of the web 2.0 and social media. Using a Cisco case study this presentation reveals how Cisco created an interactive web experience using web 2.0 and built a community using social media outlets including Facebook, Second Life, blogs and discussion forums ultimately spreading its marketing message for the introduction of a new router. This was presented at a SVAMA Emerging Media Morning Forum on March 26, 2008. Update: I made some changes to the deck on July 1, 2008 based on some feedback from Jeremiah Owyang including a valuable slide on lessons learned near the end of the deck.TRANSCRIPT
Building a Community with Building a Community with Social Media and Web 2.0 Social Media and Web 2.0 A Cisco Product Launch Case StudyA Cisco Product Launch Case Study
LaSandra Brill, Mgr, SP Web & Social MediaLaSandra Brill, Mgr, SP Web & Social [email protected]@cisco.comJulyJuly, 2008, 2008
Why should I care about social media?
YouTube = 10 percent of all internet traffic (source: Ellacoya Networks)
YouTube & Wikipedia among top brands(source: brandchannel.com)
Five of the top 10 websites are social(source: Alexa)
Over 100 million blogs exist(source: Technorati)
120,000 new blogs launched every day(source: Technorati)
1.5 million posts per day (17 per second)(source: Technorati)
Blog readership?
YouTube = 10 percent of all internet traffic (source: Ellacoya Networks)
YouTube & Wikipedia among top brands(source: brandchannel.com)
Five of the top 10 websites are social(source: Alexa)
Over 100 million blogs exist(source: Technorati)
120,000 new blogs launched every day(source: Technorati)
1.5 million posts per day (17 per second)(source: Technorati)
Blog readership?
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 WorldMarketing 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
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
Building a Community in 3-Months and Driving Registration to Launch Event
Building a Community in 3-Months and Driving Registration to Launch Event
Uber User Video(s)
Uber User Group
Virtual Launch Event
“Ask the Expert” Event
Social Media Buzz Tracking
Influencer Outreach
PR/Blogger Outreach Social Media Release
Social Media WidgetInteractive 3D GameCisco Web
Uber User Post
Feb Mar Apr
Cisco Blog
Topic Seeding
launch
Live Cisco ConcertLaunch Countdown
Uber User Site
Teaser Release
Environmental/TCO CalculatorMobile Web
ASR Announcement
Generate Buzz & Event Registrations Uber User Campaign
Collect registrations to launch eventProliferate videos on YouTubeEncourage ‘sharing’ and viral pick-up
Goal
Build Community with Facebook
Build community Communicate the FUN side of CiscoDrive audience to register for launch event
Goal
Highlight Key ASR Features through 3D Game
Learn & Play: Defend the Network from the forces impacting the edge using the ASRTournament of Aces
Learn & Play: Defend the Network from the forces impacting the edge using the ASRTournament of Aces
Appeal to technical audience using new “cool” meansDemonstrate ASR value proposition through game playEncourage ‘sharing’ through competition
Goal
Extend Visibility in Second Life
Pre-Event Live ConcertLaunch Event Countdown Calculator
Appeal to technical audience using new “cool” meansDemonstrate ASR value proposition through virtual experienceDrive audience to register for launch event
Goal
Board your personal transport deviceSurf through the router
Live Launch EventBrief Press Virtual
TCO & Environmental Calculators
Rich interactive tools:– Calculate competitive price
comparisons– Determine carbon footprint
Rich interactive tools:– Calculate competitive price
comparisons– Determine carbon footprint
Create interactive webexperienceDemonstrate two key messages of the ASR
Goal
Encouraging Spread of content with Social Media Widget
Encourage sharing with embed capabilityEnhance web experience on Cisco.comDrive audience to register for launch event
Goal
Collection of key videos, collateral and images in a widget formatEmbed into social media release and launch pagesEncourage use by allowing spreading of information via embed code
Collection of key videos, collateral and images in a widget formatEmbed into social media release and launch pagesEncourage use by allowing spreading of information via embed code
Communication Through Cisco Blogs
Intrigue bloggers & customersEncourage viral pick-upDrive audience to register for launch event
Goal
Heighten Press Buzz with Teaser Release
Cisco Introduces the QuantumFlow Processor: The World’s Most Advanced Piece of Networking Silicon
San Jose, California—February 25—With over 1.3 billion transistors, the new Cisco QuantumFlow processor is set to reshape routing…
Feed speculation to extend press coverage by a weekDrive audience to register for launch event
Goal
Clear & Simple
Ensure Accuracy
Easy Access
Build Community
Attention-grabbing
Embed Code for Sharing
Blogger Outreach via Social Media Release
Include Cisco’s Networking Professionals Technical Community
Seed Cisco forum with discussion topicsEncourage communication between customersInteract with customers – “Ask the Expert”
Goal
Increase Visibility with Mobile Access
Abbreviated datasheetVideo datasheet
Abbreviated datasheetVideo datasheet
Create interactive web experienceOffer multiple ways to consume informationDrive audience to register for launch event
Goal
Introduce Product Online via “Live” Online Event
9am PST US/Canada/LatAm/W-C Europe
6pm PST Japan/China9pm PST India12am PST C/E Europe/
ME/Africa
Around the World Launch Events
Maximize audience attendance worldwideShowcase high priority of this announcement by Cisco
Goal
Follow-the-Sun Global TelePresence Sessions
Encourage field to invite customers to CBCs to watch event, discuss and learn moreOrchestrate EBC TelePresence session with product team/spokespeople
Encourage field to invite customers to CBCs to watch event, discuss and learn moreOrchestrate EBC TelePresence session with product team/spokespeople
Goal
Translate event interest to sales engagementShowcase “Walking the Talk,”
emphasizing ASR drivers
Lessons Learned
Avoid Hidden Costs - Ensure royalty free access to videos so that content can be repurposed on Social Media Sites.Test, test and more testing. The social media widget was new for everyone and ensuring the ‘embed’ link tracking was working required more time than allocated.User generated content – The UGC on Facebook was the most active discussion “Top 20 Signs you’re an Internet Addict”EDGE QUEST ASR Design Craft content was a bust –the promotion for this got lost in the promotion for the Tournament itself. LESSON - stick to one message.
Avoid Hidden Costs - Ensure royalty free access to videos so that content can be repurposed on Social Media Sites.Test, test and more testing. The social media widget was new for everyone and ensuring the ‘embed’ link tracking was working required more time than allocated.User generated content – The UGC on Facebook was the most active discussion “Top 20 Signs you’re an Internet Addict”EDGE QUEST ASR Design Craft content was a bust –the promotion for this got lost in the promotion for the Tournament itself. LESSON - stick to one message.
Learn More – Recommended ResourcesExternal Marketing & Social Media Resources:
Marketing in a Web 2.0 World – http://lasandrabrill.blogspot.comWeb Strategy - http://www.web-strategist.com/blog/Conversations Matter – http://www.conversationsmatter.orgWebGuild - http://webguild.org/
Cisco External Resources:Cisco ASR Web Page – www.cisco.com/go/asrEDGE QUEST – www.cisco.com/go/edgequestSecond Life - http://slurl.com/secondlife/Cisco%20Systems%204/47/33/21/Facebook Group - http://www.facebook.com/group.php?gid=8132918757CiscoSP360 on Twitter - http://twitter.com/ciscosp360Cisco SP360 Blog – http://blogs.cisco.com/spCisco Web Experience Blog - http://blogs.cisco.com/webexperience/Virtual Worlds Blog - http://blogs.cisco.com/virtualworlds/
