virtual, viral, visual - cisco asr 9000 launch strategy
DESCRIPTION
Virtual, viral and visual marketing for a high-profile product launch. Social media and traditional outreach integration during pre-launch and launch to drive registrations and page visits.TRANSCRIPT
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 1
Cisco ASR 9000 Product Launch Strategy Overview
Public launch: November 11, 2008
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 2
Cisco ASR 9000Debut of the Second New Edge Router in 2008
Launch Objectives:
Introduce the Cisco ASR 9000 Aggregations Services Routers: Carrier Ethernet Foundation for Visual Networking
Drive Service Provider awareness globally
Continue “cool factor” for ASR line
Tie campaign to Cisco’s overall Human Network Effect campaign
Launch Strategy: Use the video, Web 2.0, and mobile drivers that are creating the need for ASR to promote ASR
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 3
ASR Launch StrategyUse Drivers Creating Need for ASR to Promote ASR
See
Compare
Download
Play Anticipate
Talk
Experience
Create a Comprehensive Campaign around ASR 9000,
Turning Launch Day into Weeks
Cisco ASR 9000 Series
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 4
Things We Learned and Improved on from the Cisco ASR 1000 Launch All-around campaign integration
Creative microsite and Cisco.com solution web integration
Social media and traditional media
Regional participation
BU collaboration
Re-evaluation of ASR 1000 vehicles and methodsSecondLife out
Truly viral campaign for pre-launch buzz generation
Global relevance of campaign assets
Content frequency and engagement execution in social media
Localized content available at time of or shortly after US launch Keeping momentum going post launch
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 5
AnticipateGenerate Pre-Buzz with Online Teaser Ads
Provide intrigue of major pending announcement Build audience for opt-in mailings
Goal
Anticipate
Pre Launch Post
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 6
AnticipateGenerate Pre-Buzz with Online Teaser Videos
Provide intrigue of major pending announcement Encourage pass around effect to target market Drive people back to pre-launch registration page
Goal
•Online Humorous Video Series • Investigative reporter trying to get the scoop on a rumored announcement
•Approaches Execs in gonzo fashion demanding answers
•Release incrementally until launch in webisode fashion•Visit
www.techedgeweekly.com
Anticipate
Pre Launch Post
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 7
Day of Launch/Ongoing Theme
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 8
SeeIntroduce Product Online on Dynamic Web Site
Address global audience Showcase different look to emphasize different approach of product Provide relatable metaphor for capabilities Enable interactive element of wide range of visual content Entice people to jump to Cisco.com solution pages to learn more
Goal
See
Pre Launch Post
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 9
ExperienceGo Inside the Product with a Technical Test Drive
Provide “cool” way to understand technical capabilities Showcase different look to emphasize different
approach of product, give impactful TDM vehicleGoal
Experience
Pre Launch Post
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 10
Talk… toTelePresence Orchestration
Encourage global field to invite customers in days following announcement to learn more
Orchestrate EBC TelePresence sessions with product team/spokespeople
Translate news buzz to sales engagement
Quickly expand high-touch customer reach
Goal
Talk
Pre Launch Post
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 11
Talk… aboutPost Launch Advertisements, Viral Videos, Social Media
Spur dialogue amongst communities with creative outreach, with some efforts lasting up to quarter past launch
Keep top of mind, bridging through holidays
Keep techedgeweekly content fresh post holidays for continued social media push
Goal
Talk
Pre Launch Post
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 12
Play Highlight Key ASR Features through EdgeQuest 2
SS
Appeal to technical audience using new “cool” means Make ASR value proposition resonate through game play Encourage competition, social aspects of gaming to promote
ASR Take advantage of existing EdgeQuest 1 technical audience Use web and social media to promote game
Draft image
Play
Goal
Pre Launch Post
Level 1Craft
Level 2Craft
Level 3Craft
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 13
Compare ASR 9000 iPhone App
“Are you a super-user?”
See how you compare to others
Challenge a friend to compete
Highlights ASR role on screen in making “cool” experiences happen
Promote Cisco innovation to broader consumer audience using new “cool” means
Create broader marketing story Tie into existing campaign and extend ASR
9000 impressions life-span Leverage existing ASR recognition
Goal
Super User Rank
Compare
Pre Launch Post
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 14
DownloadLeverage Social Media with Improved Web Widget
Consolidated “index” of web content
Videos
TCO Tool
Brochures/white papers
Place into social media release, RSS feeds
Permit easy means to “embed” in online posts
Appeal to social media using new means Facilitate widespread distribution and
sharing of content
Goal
Download
Example
Pre Launch Post
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 15
ASR Launch StrategyUse Drivers Creating Need for ASR to Promote ASR
See
Dynamic Web Site
Compare
iPhone App
Download
Widget
Play
EdgeQuest 2
Anticipate
Teaser Ads & Videos
Talk
Viral Video &Web Ads &
Social Media
Experience
Technical Test Drive
Cisco ASR 9000 SeriesCisco ASR 9000 Series
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 16
What Are We Communicating Externally?
Cisco ASR 9000
After Internal,Before External
After External
External Launch Day
Before Internal
Stylized site reveal
(Beautifully engineered)Stylized site linked to
Cisco.com pages
Viral videos,Teaser ads,Banners, SM
Internal Launch Day
Marketing/H
uman N
etwork E
ffect
Registration for 11/11 site reveal
EBC, TP,Cisco Days,
etc
Customer Comms
Rolling Thunder
(web-based tools,assets, news, events)
All Media, CDC
BuzzCampaign
RegistrationSite
(Get a sneak peek)
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 17
Social Media: An Integral Part of ASR 9000 Launch - Awareness
Content
Tactics to create awareness of and visits to our social media properties
“Community links” on Cisco.com to promoteUber User Facebook group
CiscoSP360 Twitter Feed
SP360 Blog
Social media release
Video Syndication for video assets (YouTube, etc) NetPro banners and newsletter Ask the Expert online event (discussion forum) EdgeQuest 2 tournament
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 18
Social Media: An Integral Part of ASR 9000 Launch - Destinations
Content
Blogs, communities, and Cisco.com destinations and communication tools
Blogs/microbloggingCisco SP360 blogCisco Platform blogTechedgeweekly.com “Gonzo” blogCiscoSP360 Twitter feedOther Cisco Twitter feeds
Facebook – Internet Addicts group Q&A Tool NetPro Cisco.com pages
Pre-launch siteLaunch (micro)siteASR 9000 pages
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 19
Social Media: An Integral Part of ASR 9000 Launch - Content
ASR 9000 tools or content appropriate for social media distribution or promotion
Social media contentSocial media press release
ASR Widget
Edge Quest game
Techedgeweekly.com videos
Other content to promote via social mediaPre-launch teaser video
Technical test drive
Biz tools (TCO & environmental impact calculators)
iPhone application
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 20
Get a sneak peek
Registration Page
“Get a sneak peek”Countdown clock
Share with a friendFacebook, Twitter
Digg, Delicious
Pre-Launch Communication FlowDrive registrations to view exclusive content
ExclusiveContent
CiscoSales
DirectEmail
Online Media &
Web
Social Media
PRAR
www.techedgeweekly.com
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 21
Share with a friendFacebook, Twitter
Digg, DeliciousInteractive brochure
Link to detailed ASR 9000 solution page on Cisco.com
Launch Communication FlowDrive visitors to reveal portal, continue onto Solution page
CiscoSales
DirectEmail
Online Media &
Web
Social Media
PRAR
www.techedgeweekly.com
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 22
External Communication TacticsInform Act Participate
Read
Watch
Listen
Direct Email
Web (Traditional & Social Networking Sites)
3rd Party Online Media
Socialize Web 2.0 (e.g., widget)
EBC*: Virtual Demos, Speakers, Videos, Agenda Integration
Banners
Technical Test DriveTheater Partnerships
(Viral) videos Edge Quest 2
Physical Trade Shows
Discussion Forums
iPhone Applet
Light Reading Virtual ChannelCisco Days
*Executive Briefing Center
SMR, Twitter, SP360, Cross promote
Blogs
TelePresence
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 23
Cisco ASR 9000Post-Launch Momentum
Post-Launch Objectives:
Keep ASR 9000 top of mind
Continue “cool factor” for ASR line
Post-Launch Strategy: Develop targeted programs for top accountsReinforce ASR 9000 messaging via web 2.0 programs
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 24
ASR Post-Launch StrategyTargeted and Web 2.0 Programs
See
Compare
Download
Play Anticipate
Talk
Experience
Keep ASR 9000 momentum going with innovative marketing
Cisco ASR 9000 Series
iPhone App
EdgeQuest 2Teaser Ads & Videos
Technical Test Drive
Dynamic Web Site
WidgetViral Video &Web Ads &
Social Media
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 25
Example 1 EdgeQuest 2 Tournament
2-week long global contest, top 3 wins each week
Promoted via social media globally, TechTarget, LightReading features and direct marketing in US Pre Launch Post
Play
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 26
Example 2Valentine’s Day Video
Pre Launch Post
Talk
“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.“
Happy Valentine’s Day!
I hope it’s an ASR 9000!!!
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 27
ResourcesLearn More About What Cisco Service Provider Is Doing
Follow us on Twitter:
Service Provider (SP): http://twitter.com/ciscosp360
SP Mobility: http://twitter.com/ciscospmobility
SP Video: http://twitter.com/ciscospvideo
SP Data Center & Virtualization: http://twitter.com/spdatacenter
Other resources:
Slideshare: http://slideshare.net/ciscosp360
YouTube: http://youtube.com/ciscosp360
Blog: http://blogs.cisco.com/sp
Cisco SR 9000 Techedgeweekly site: http://techedgeweekly.com
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 28
Many Thanks to…
Melissa Mines, Doug Webster and Deb Strickland of Cisco for their contributions.
Petra Neigerxeesm.com/petra
© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 29