Building a community with social media and web 2.0 a cisco product launch case study

1. Sieu thi dien may Viet Long - www.vietlongplaza.com.vn
Building a Community with
Social Media and Web 2.0
A Cisco Product Launch Case Study
LaSandra Brill, Mgr, SP Web & Social Media
lbrill@cisco.com
July, 2008

2. Why should I care about social media?
YouTube = 10 percent of all internet traffic
(source: Ellacoya Networks)
(source: Ellacoya Networks)
YouTube & Wikipedia among top brands
(source: brandchannel.com)
(source: brandchannel.com)
Five of the top 10 websites are social
(source: Alexa)
(source: Alexa)
Over 100 million blogs exist
(source: Technorati)
(source: Technorati)
120,000 new blogs launched every day
(source: Technorati)
(source: Technorati)
1.5 million posts per day (17 per second)
(source: Technorati)
(source: Technorati)
Blog readership?

3. Marketing in a Web 2.0 World
Create a Two Way
relationship Communication
(not an event) (not one way)
Build
Organic
Communities
(not synthetic)
(not websites)
Being
Integration Everywhere
(not (not just in your
interruption) domain)

4. Cisco Aggregation Service Router (ASR 1000)
First in New Series of Edge Routers in Nearly a Decade
Business:
Business:
– Fills a gap between 7200 & 7600 routers
– Fills a gap between 7200 & 7600 routers
– Applies to both SP Enterprise markets
– Applies to both SP Enterprise markets
Innovation:
Innovation:
– World’s most advanced networking Silicon—QuantumFlow
– World’s most advanced networking Silicon—QuantumFlow
– New IOS-XE to support SP and Enterprise applications
– New IOS-XE to support SP and Enterprise applications
Launch Goal:
Launch Goal:
–
– Creates “cool factor” – show the “fun” side of Cisco
Creates “cool factor” – show the “fun” side of Cisco
–
– Deliver an online-only launch that builds over time
Deliver an online-only launch that builds over time
–
– Increase ‘share of voice’ online
Increase ‘share of voice’ online
Launch Strategy: Involve the Human Network
Use Web 2.0 and video to create buzz and build a
community that is passionate about Cisco products

5. Building a Community in 3-Months and
Driving Registration to Launch Event
Uber User Video(s)
Uber User Group
Cisco Blog Uber User Post ASR Announcement
Live Cisco Concert
Launch Countdown Virtual Launch Event
Environmental/TCO
Uber User Site Social Media Widget Calculator
Cisco Web
Interactive 3D Game Mobile Web
PR/Blogger Social Media Teaser Influencer
Outreach Social Media Release
Buzz Tracking Release Outreach
Topic Seeding “Ask the Expert” Event
launch
Feb Mar Apr

6. Generate Buzz & Event Registrations
Uber User Campaign
Goal Collect registrations to launch event
Proliferate videos on YouTube
Encourage ‘sharing’ and viral pick-up

7. Build Community with Facebook
Goal Build community
Communicate the FUN side of Cisco
Drive audience to register for launch event

8. Highlight Key ASR Features through 3D Game
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
Goal Demonstrate ASR value proposition through game play
Encourage ‘sharing’ through competition

9. Extend Visibility in Second Life
Pre-Event Live Concert
Launch Event Countdown Calculator
Live Launch Event
Brief Press Virtual
Board your personal transport device
Surf through the router
Appeal to technical audience using new “cool” means
Goal Demonstrate ASR value proposition through virtual
experience
Drive audience to register for launch event

10. TCO & Environmental
Calculators
Rich interactive tools:
– Calculate competitive price
– Calculate competitive price
comparisons
comparisons
– Determine carbon footprint
– Determine carbon footprint
Goal
Create interactive web
experience
Demonstrate two key messages
of the ASR

11. Encouraging Spread of content with
Social Media Widget
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
Goal Encourage sharing with embed capability
Enhance web experience on Cisco.com
Drive audience to register for launch event

12. Communication Through Cisco Blogs
Intrigue bloggers & customers
Goal Encourage viral pick-up
Drive audience to register for launch event

13. 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…
Goal Feed speculation to extend press coverage by a week
Drive audience to register for launch event

14. Blogger Outreach via
Social Media Release
Clear &
Simple
Ensure
Accuracy
Build
Community
Easy Access
Attention- Embed Code
grabbing for Sharing

15. Include Cisco’s Networking Professionals
Technical Community
Seed Cisco forum with discussion topics
Goal Encourage communication between customers
Interact with customers – “Ask the Expert”

16. Increase Visibility with Mobile Access
Abbreviated
datasheet
Video datasheet
Goal Create interactive web experience
Offer multiple ways to consume information
Drive audience to register for launch event

17. Introduce Product Online via “Live” Online Event
Around the World Launch Events
9am PST US/Canada/LatAm/
W-C Europe
6pm PST Japan/China
9pm PST India
12am PST C/E Europe/
ME/Africa
Goal Maximize audience attendance worldwide
Showcase high priority of this announcement by Cisco

18. Follow-the-Sun Global TelePresence Sessions
Encourage field to invite customers to CBCs to watch event,
Encourage field to invite customers to CBCs to watch event,
discuss and learn more
discuss and learn more
Orchestrate EBC TelePresence session with product
Orchestrate EBC TelePresence session with product
team/spokespeople
team/spokespeople
Goal
Translate event interest to
sales engagement
Showcase “Walking the Talk,”
emphasizing ASR drivers

19. 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.

20. 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/