Contest examples from Cisco. The strategy and results behind the "What If Your TV Could" video contest.

1. Marketing 2.0 Evolution of Contest Marketing at Cisco A Case Study From Cisco Marketing Organization’s Perspective September 2010

2. Meet the Contests ‘What If Your TV Could..?” Digital Cribs ‘Heaven or Hell’ http://bit.ly/d7O4nj www.ciscocontest.com ‘Why I Want Cisco Telepresence’ http://bit.ly/9eUAdI

3. The following case study compares three video contests led by three different organizations within Cisco over the past two years who collaborated to showcase best practices and the overall impact of social media video contests on marketing. Please keep in mind that there are several differentiating factors between the three contests as new social media channels such as Twitter, Facebook, and LinkedIn have developed and been more heavily used by businesses over the past two years.

4. Cisco Service Provider Game MarketingContest Comparison

5. Cisco Service Provider Contest MarketingMarketing Comparison

6. Cisco Service Provider Contest MarketingContest Comparison

7. By the “What If Your TV Could…” campaign, we learned how to promote a contest at less than 1/3 the cost of the “Heaven or Hell” promotional budget and reached more people BUT… How well did the new marketing techniques used for the “What If Your TV Could…” contest work?

8. We Planted the Seed by Creating a Cisco TV Contest Brand… Twitter. New Account @CiscoContest Objective Contest-specific account Follow targeted audience Results 155 followers in 10 weeks Total reach: 488,636 174 Tweets * Twitter only. Excludes 1000’s of mommy blogger followers, write-ups in many other online publications and blogs, and Facebook.

9. …Which Many Have Embraced: WOM* Promotion Appeared on Over 47 Sites *WOM = word of mouth

10. Mommy Bloggers: 12 Influential Bloggers Objective Increase reach by engaging a pre-determined set of influential mommy bloggers Ask to promote contest to their followers, and submit their own video for Flip giveaways Results Over 1,293 comments on mommy blogger sites Generated 307 hits to the Contest web page Total Reach: 122,786

11. Mommy Bloggers in Action

12. College and Specialty School Outreach Objective Reach students in media programs to encourage video submissions Mail posters (email and US post) for distribution on campus Results Reached over 65,000 students Drove over 1,200+ visitors to contest page .

13. Targeted Outreach via Posters at Colleges, Specialty Schools and Businesses Traditional methods can help seed the contest even in the virtual world

15. The ROI for this program has been 3-4X the performance of similar programs

17. Multiple prizes helped boost awareness and video submissions

18. Clearly identify your target audience prior to contest to ensure promoting to relevant outlets

19. Promotional spend helped increase awareness of the contest

20. Video syndication and blogger outreach helped promote contest

21. Announcing more than 1 winner was a good idea but a higher-value grand prizeaugmented with more smaller prizes would have helped boost participation

22. Determining stakeholders is crucial to contest success

23. Promotional spend critical behind success of campaign

24. Created an easy-to-remember URL

25. Ensure contest rules are put-in-place early on to (example: using the popularity vote to create a community and spread virally)

26. Duration of contest is very important to sustain momentum

27. Blogger and college outreach were very effective and helped increased awareness

28. Go-to-market strategy was fully integrated and worked well

29. Not only did introducing the contest internally first helped with testing but it also helped increase “pass along” effect

30. Creating an event to announce winners not only helped extend the life of the contest but also provided a platform to share Cisco’s vision of video, thus directly tying back the contest to related solutions

33. 9 Lessons Learned Test: Test and test front and back end web functionality and video loading in all browsers. (If your contest requires a certain browser, make sure you state it up front) Metrics and Rules: Ensuring that clear metrics and contest rules are established before you begin your program. Start of promotion: Beginning blogger outreach one week prior to the contest versus during the contest will help further increase word-of-mouth marketing. Resources: Estimating amount of time and effort it takes to sustain social media momentum throughout the contest period. Continued Momentum: Lining up team members dedicated to engaging in social media long term and splitting the workload among them. Making this part of somebody’s job responsibilities, hiring part-time and/or temporary help would help further. Timing of announcement: Leaving two weeks before announcing winner in order to get winners on Telepresence. Budget: Promotional spend is critical to the success of the campaign. Don’t underestimate budget. A video contest including promotional spend and building out the website costs an average of $100,000. Prizes: Make sure the prizes are motivating & the contest is FUN. Collaboration: Willingness to learn from and share with each other to develop a successful benchmark.

34. Many Thanks to… Doug Webster, Robert Barlow, Murali Nemani, Deborah Strickland, Sara Cicero, Stacy Melillo Spognardi, Mike Kisch, Richard Mullen, Jeffrey Marusak, Steve Lau, Paul Lanyi, LaSandra Brill, Heike Stabenow, Karen Snell, Dennis Marpuri, Petra Neiger, Leslie Lau, Don Nelson, David Deans, Rhoda Rosales, Martin Hardee, Alex Pista, Brian Gin, Patricia Klein, Stephen Liu, MerwinShanmugasundaram, Janet Starkey Wallin, and Lindsay Kniffin of Cisco for their contributions to this presentation and partnership on the Contest.A very big thank you to everyone who promoted the contest using social media channels. Supporting Agencies: 3Marketeers-Social Media Support & Facebook Ads New Marketing Labs-Social Media Support Somnio-Video Design Solution Set-Back end vendor The Platform-Front end vendor Artua LLC / "STK BIS" LLC-”TV” logo designer By ZoyaFallahzfallah@cisco.com