Leveraging Social Media and Web 20 in a Product Launch

7/30/2019 Leveraging Social Media and Web 20 in a Product Launch

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Building a Community withBuilding a Community with

Social Media and Web 2.0Social Media and Web 2.0A Cisco Product Launch Case StudyA Cisco Product Launch Case Study

LaSandra Bril l, Mgr, SP Web & Social MediaLaSandra Bril l, Mgr, SP Web & Social Media

[email protected]@cisco.comJulyJuly , 2008, 2008
mailto:[email protected]:[email protected]:[email protected]


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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?


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Create a

relationship(not an event)

BuildCommunities(not websites)

Two Way

Communication(not one way)

Organic(not synthetic)

Integration(not

interruption)

BeingEverywhere

(not just in your

domain)

Marketing in a Web 2.0 WorldMarketing in a Web 2.0 World


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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:

Worlds most advanced networking SiliconQuantumFlow

New IOS-XE to support SP and Enterprise applications

Launch Goal:

Creates cool factor show the funside 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:

Worlds most advanced networking SiliconQuantumFlow

New IOS-XE to support SP and Enterprise applications

Launch Goal:

Creates cool factor show the funside of Cisco

Deliver an online-only launch that builds over time

Increase share of voice online

Launch Strategy: Involve the Human Network

Use Web 2.0 and video to create buzz and build acommunity that is passionate about Cisco products


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Building a Community in 3-Months andDriving Registration to Launch Event

Building a Community in 3-Months andDriving Registration to Launch Event

Uber User Video(s)

Uber User Group

Virtual Launch Event

Ask the ExpertEvent

Social Media

Buzz Tracking

Influencer

Outreach

PR/Blogger

Outreach Social Media Release

Social Media WidgetInteractive 3D Game

Cisco Web

Uber User Post

Feb Mar Apr

Cisco Blog

Topic Seeding

launch

Live Cisco Concert

Launch Countdown

Uber User Site

Teaser

Release

Environmental/TCOCalculatorMobile Web

ASR Announcement


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Generate Buzz & Event RegistrationsUber User Campaign

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

Goal


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Build Community with Facebook

Build community

Communicate the FUN side of Cisco Drive audience to register for launch event

Goal


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Highlight Key ASR Features through 3D Game

Learn & Play: Defend theNetwork from

the forces impacting the edgeusing the ASR

Tournament of Aces

Learn & Play: Defend theNetwork fromthe forces impacting the edgeusing the ASR

Tournament of Aces

Appeal to technical audience using new coolmeans Demonstrate ASR value proposition through game play Encourage sharing through competitionGoal


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Extend Visibility in Second Life

Pre-Event Live Concert

Launch Event Countdown Calculator

Appeal to technical audience using new coolmeans Demonstrate ASR value proposition through virtual

experience Drive audience to register for launch event

Goal

Board your personal transport device

Surf through the router

Live Launch Event

Brief Press Virtual


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TCO & EnvironmentalCalculators

Rich interactive tools:

Calculate competitive price

comparisons Determine carbon footprint

Rich interactive tools:

Calculate competitive price

comparisons Determine carbon footprint

Create interactive web

experience Demonstrate two key messages

of the ASR

Goal


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Encouraging Spread of content withSocial 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 awidget format

Embed into social mediarelease and launch pages

Encourage use by allowing

spreading of information viaembed code

Collection of key videos,collateral and images in awidget format

Embed into social mediarelease and launch pages

Encourage use by allowing

spreading of information viaembed code


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Communication Through Cisco Blogs

Intrigue bloggers & customers Encourage viral pick-up Drive audience to re ister for launch event

Goal


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Heighten Press Buzz with Teaser Release

Cisco Introduces the QuantumFlow Processor:The Worlds Most Advanced Piece of Networking Silicon

San Jose, CaliforniaFebruary 25With over 1.3billion transistors, the new Cisco QuantumFlow processoris set to reshape routing

Feed speculation to extend press coverage by a week Drive audience to register for launch event

Goal

l O t h i


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Clear &Simple

EnsureAccuracy

Easy Access

BuildCommunity

Attention-grabbing

Embed Codefor Sharing

logger Outreach viaocial Media Release


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Include Ciscos Networking ProfessionalsTechnical Community

Seed Cisco forum with discussion topics Encourage communication between customers Interact with customers Ask the Expert

Goal


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Increase Visibility with Mobile Access

Abbreviateddatasheet

Video datasheet

Abbreviateddatasheet

Video datasheet

Create interactive web experience Offer multiple ways to consume information

Drive audience to register for launch event

Goal


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Introduce Product Online via Live Online Event

9am PST US/Canada/LatAm/W-C Europe

6pm PST Japan/China

9pm PST India

12am PST C/E Europe/ME/Africa

Around the World Launch Events

Maximize audience attendance worldwide

Showcase high priority of this announcement by CiscoGoal


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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 productteam/spokespeople

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

Orchestrate EBC TelePresence session with productteam/spokespeople

Goal

Translate event interest tosales engagement Showcase Walking the Talk,emphasizing ASR drivers


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Lessons Learned

Avoid Hidden Costs - Ensure royalty free access to

videos so that content can be repurposed on SocialMedia Sites.

Test, test and more testing. The social media widget was

new for everyone and ensuring the embed link trackingwas working required more time than allocated.

User generated content The UGC on Facebook was the

most active discussion Top 20 Signs youre an InternetAddict

EDGE QUEST ASR Design Craft content was a bust

the promotion for this got lost in the promotion for theTournament itself. LESSON - stick to one message.

Avoid Hidden Costs - Ensure royalty free access to

videos so that content can be repurposed on SocialMedia Sites.

Test, test and more testing. The social media widget was

new for everyone and ensuring the embed link trackingwas working required more time than allocated.

User generated content The UGC on Facebook was the

most active discussion Top 20 Signs youre an InternetAddict

EDGE QUEST ASR Design Craft content was a bust

the promotion for this got lost in the promotion for theTournament itself. LESSON - stick to one message.


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Learn More Recommended Resources

External Marketing & Social Media Resources:

Marketing in a Web 2.0 World http://lasandrabrill.blogspot.com

Web Strategy - http://www.web-strategist.com/blog/

Conversations Matter http://www.conversationsmatter.org

WebGuild - http://webguild.org/

Cisco External Resources:

Cisco ASR Web Page www.cisco.com/go/asr

EDGE QUEST www.cisco.com/go/edgequest

Second Life - http://slurl.com/secondlife/Cisco%20Systems%204/47/33/21/

Facebook Group - http://www.facebook.com/group.php?gid=8132918757

CiscoSP360 on Twitter - http://twitter.com/ciscosp360

Cisco SP360 Blog http://blogs.cisco.com/sp Cisco Web Experience Blog - http://blogs.cisco.com/webexperience/

Virtual Worlds Blog - http://blogs.cisco.com/virtualworlds/
http://lasandrabrill.blogspot.com/http://www.web-strategist.com/blog/http://www.conversationsmatter.org/http://webguild.org/http://www.cisco.com/go/asrhttp://www.cisco.com/go/edgequesthttp://slurl.com/secondlife/Cisco%20Systems%204/47/33/21/http://www.facebook.com/group.php?gid=8132918757http://twitter.com/ciscosp360http://blogs.cisco.com/sphttp://blogs.cisco.com/webexperience/http://blogs.cisco.com/virtualworlds/http://blogs.cisco.com/virtualworlds/http://blogs.cisco.com/webexperience/http://blogs.cisco.com/sphttp://twitter.com/ciscosp360http://www.facebook.com/group.php?gid=8132918757http://slurl.com/secondlife/Cisco%20Systems%204/47/33/21/http://www.cisco.com/go/edgequesthttp://www.cisco.com/go/asrhttp://webguild.org/http://www.conversationsmatter.org/http://www.web-strategist.com/blog/http://lasandrabrill.blogspot.com/


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Leveraging Social Media and Web 20 in a Product Launch