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 Central MarketingLaSandra Brill, Mgr, SP Central Marketinglbrill@cisco.com lbrill@cisco.com

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

Virtual Launch Event

Uber User Video(s)

Uber User Group

Feb Mar Apr

Building a Community in 3-Months and Driving Registration to Launch Event

Building a Community in 3-Months and Driving Registration to Launch Event

“Ask the Expert” Event

Social Media Buzz Tracking

Influencer Outreach

PR/Blogger Outreach Social Media Release

Social Media WidgetInteractive 3D Game

Cisco Web

Uber User PostCisco Blog ASR Announcement

Topic Seeding

launch

Live Cisco ConcertLaunch Countdown

Uber User Site

Teaser Release

Environmental/TCO CalculatorMobile Web

Generate Buzz & Event Registrations Uber User Campaign

Collect registrations to launch event Proliferate videos on YouTube Encourage ‘sharing’ and viral pick-up

Goal

Build Community with Facebook

Build community Communicate the FUN side of Cisco Drive 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 ASR

Tournament of Aces

Learn & Play: Defend the Network from the forces impacting the edge using the ASR

Tournament of Aces

Appeal to technical audience using new “cool” means Demonstrate ASR value proposition through game play Encourage ‘sharing’ through competition

Goal

Extend Visibility in Second Life

Pre-Event Live ConcertLaunch Event Countdown Calculator

Appeal to technical audience using new “cool” means Demonstrate ASR value proposition through virtual

experience Drive audience to register for launch event

Goal

Board your personal transport deviceSurf through the router

Live Launch EventBrief Press Virtual

TCO & Environmental Calculators

Create interactive web experience

Demonstrate two key messages of the ASR

Goal

Rich interactive tools:

– Calculate competitive price comparisons

– Determine carbon footprint

Rich interactive tools:

– Calculate competitive price comparisons

– Determine carbon footprint

Encouraging Spread of content with Social Media Widget

Encourage sharing with embed capability Enhance web experience on Cisco.com Drive audience to register for launch event

Goal

Collection of key videos, collateral and images in a widget format

Embed into social media release and launch pages

Encourage use by allowing spreading of information via embed code

Collection of key videos, collateral and images in a widget format

Embed into social media release and launch pages

Encourage use by allowing spreading of information via embed code

Communication Through Cisco Blogs

Intrigue bloggers & customers Encourage viral pick-up Drive 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 week Drive 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 topics Encourage communication between customers Interact with customers – “Ask the Expert”

Goal

Increase Visibility with Mobile Access

Abbreviated datasheet

Video datasheet

Abbreviated datasheet

Video datasheet

Create interactive web experience Offer multiple ways to consume information Drive 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 worldwide Showcase 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 more

Orchestrate EBC TelePresence session with product team/spokespeople

Encourage field to invite customers to CBCs to watch event, discuss and learn more

Orchestrate EBC TelePresence session with product team/spokespeople

Goal

Translate event interest to sales engagement Showcase “Walking the Talk,”

emphasizing ASR drivers

ASR Launch a Success?

ASR Launch a Success?

CRS-1 Launch

Virtual, Viral and VisualLeveraging 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 Learned

Fish 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 ApproachContinuing the Virtual, Viral, Visual Approach

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

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

Beautifully Engineered Series

NEW video series designed to clearly articulate ASR9k differentiators

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

Launch: 11/11/09Launch: 11/11/09

Prep the NetInteract. Share. Underscore Messages. Have fun.

www.prepthenet.com

“Server Farm”

“ASR 9k World Tour”

“Tbps Party ”

•Create a “Rave”•ASR 9k for all!

•Internal/External Contest

World’s Most

Powerful Edge

Router - Flip

Version

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

Traditional vs Social Media Launch Comparison

  CRS-1 ASR 1000 ASR 9000

Date May-04 Mar-08 Nov-08

Budget $8 Million $1.3 Million $1 Million

Tone Traditional Humorous/Higher Risk Humorous/Higher Risk

Audience Emphasis BDM

Ent & SP

TDM/BDMSP Only

TDM/BDM

Web Impressions 5.9M 8.4M 9M

Print AdvertisingWSJ, NYT, Mercury News –

total of 23 newspapers, WW None None

Online AdvertisingForbes,WSJ,Yahoo, Techweb,

CNET, Network World..

CNN, Weather Channel, ESPN, Light Reading,

Network World..Light Reading, Network

World, Theatre sites

# Countries Reached 100+ 128 116

Physical Events Bay Area, Canada, UK, Asia None None

Online Launch Event 1500 viewers 7000 viewers 9100 first look viewers

Press Coverage87 articles, 135 press

attended events245 articles, 1000+ blog

posts, 40M+ impressions250+ articles,44.5M

impressions

Analyst Relations 34 analysts/14 firms briefed137 analysts/26 firms

briefed158 analysts from 37 firms

briefed

Investor Relations No data available 84 Participants - TechTalk 110 participants + 1-1’s

Green Factor Physical and online All online All Online