互联网市场商务分析leveraging-social-med

BuildingaCommunitywithBuildingaCommunitywithSocialMediaandWeb2.0SocialMediaandWeb2.0ACiscoProductLaunchCaseStudyACiscoProductLaunchCaseStudyLaSandraBrill,Mgr,SPWeb&SocialMediaLaSandraBrill,Mgr,SPWeb&[e-mail]@cisco.comJulyJuly,2008,2008WhyshouldIcareaboutsocialmedia?YouTube=10percentofallinternettraffic(source:EllacoyaNetworks)YouTube&Wikipediaamongtopbrands(source:brandchannel.com)Fiveofthetop10websitesaresocial(source:Alexa)Over100millionblogsexist(source:Technorati)120,000newblogslaunchedeveryday(source:Technorati)1.5millionpostsperday(17persecond)(source:Technorati)Blogreadership?YouTube=10percentofallinternettraffic(source:EllacoyaNetworks)YouTube&Wikipediaamongtopbrands(source:brandchannel.com)Fiveofthetop10websitesaresocial(source:Alexa)Over100millionblogsexist(source:Technorati)120,000newblogslaunchedeveryday(source:Technorati)1.5millionpostsperday(17persecond)(source:Technorati)Blogreadership?Createarelationship(notanevent)BuildCommunities(notwebsites)TwoWayCommunication(notoneway)Organic(notsynthetic)Integration(notinterruption)BeingEverywhere(notjustinyourdomain)MarketinginaWeb2.0WorldMarketinginaWeb2.0WorldCiscoAggregationServiceRouter(ASR1000)FirstinNewSeriesofEdgeRoutersinNearlyaDecadeƒBusiness:–Fillsagapbetween7200&7600routers–AppliestobothSPEnterprisemarketsƒInnovation:–World’smostadvancednetworkingSilicon—QuantumFlow–NewIOS-XEtosupportSPandEnterpriseapplicationsƒLaunchGoal:–Creates“coolfactor”–showthe“fun”sideofCisco–Deliveranonline-onlylaunchthatbuildsovertime–Increase‘shareofvoice’onlineƒBusiness:–Fillsagapbetween7200&7600routers–AppliestobothSPEnterprisemarketsƒInnovation:–World’smostadvancednetworkingSilicon—QuantumFlow–NewIOS-XEtosupportSPandEnterpriseapplicationsƒLaunchGoal:–Creates“coolfactor”–showthe“fun”sideofCisco–Deliveranonline-onlylaunchthatbuildsovertime–Increase‘shareofvoice’onlineLaunchStrategy:InvolvetheHumanNetworkUseWeb2.0andvideotocreatebuzzandbuildacommunitythatispassionateaboutCiscoproductsBuildingaCommunityin3-MonthsandDrivingRegistrationtoLaunchEventBuildingaCommunityin3-MonthsandDrivingRegistrationtoLaunchEventUberUserVideo(s)UberUserGroupVirtualLaunchEvent“AsktheExpert”EventSocialMediaBuzzTrackingInfluencerOutreachPR/BloggerOutreachSocialMediaReleaseSocialMediaWidgetInteractive3DGameCiscoWebUberUserPostFebMarAprCiscoBlogTopicSeedinglaunchLiveCiscoConcertLaunchCountdownUberUserSiteTeaserReleaseEnvironmental/TCOCalculatorMobileWebASRAnnouncementGenerateBuzz&EventRegistrationsUberUserCampaignƒCollectregistrationstolauncheventƒProliferatevideosonYouTubeƒEncourage‘sharing’andviralpick-upGoalBuildCommunitywithFacebookƒBuildcommunityƒCommunicatetheFUNsideofCiscoƒDriveaudiencetoregisterforlauncheventGoalHighlightKeyASRFeaturesthrough3DGameƒLearn&Play:DefendtheNetworkfromtheforcesimpactingtheedgeusingtheASRƒTournamentofAcesƒLearn&Play:DefendtheNetworkfromtheforcesimpactingtheedgeusingtheASRƒTournamentofAcesƒAppealtotechnicalaudienceusingnew“cool”meansƒDemonstrateASRvaluepropositionthroughgameplayƒEncourage‘sharing’throughcompetitionGoalExtendVisibilityinSecondLifePre-EventLiveConcertLaunchEventCountdownCalculatorƒAppealtotechnicalaudienceusingnew“cool”meansƒDemonstrateASRvaluepropositionthroughvirtualexperienceƒDriveaudiencetoregisterforlauncheventGoalBoardyourpersonaltransportdeviceSurfthroughtherouterLiveLaunchEventBriefPressVirtualTCO&EnvironmentalCalculatorsƒRichinteractivetools:–Calculatecompetitivepricecomparisons–DeterminecarbonfootprintƒRichinteractivetools:–Calculatecompetitivepricecomparisons–DeterminecarbonfootprintƒCreateinteractivewebexperienceƒDemonstratetwokeymessagesoftheASRGoalEncouragingSpreadofcontentwithSocialMediaWidgetƒEncouragesharingwithembedcapabilityƒEnhancewebexperienceonCisco.comƒDriveaudiencetoregisterforlauncheventGoalƒCollectionofkeyvideos,collateralandimagesinawidgetformatƒEmbedintosocialmediareleaseandlaunchpagesƒEncourageusebyallowingspreadingofinformationviaembedcodeƒCollectionofkeyvideos,collateralandimagesinawidgetformatƒEmbedintosocialmediareleaseandlaunchpagesƒEncourageusebyallowingspreadingofinformationviaembedcodeCommunicationThroughCiscoBlogsƒIntriguebloggers&customersƒEncourageviralpick-upƒDriveaudiencetoregisterforlauncheventGoalHeightenPressBuzzwithTeaserReleaseCiscoIntroducestheQuantumFlowProcessor:TheWorld’sMostAdvancedPieceofNetworkingSiliconSanJose,California—February25—Withover1.3billiontransistors,thenewCiscoQuantumFlowprocessorissettoreshaperouting…ƒFeedspeculationtoextendpresscoveragebyaweekƒDriveaudiencetoregisterforlauncheventGoalClear&SimpleEnsureAccuracyEasyAccessBuildCommunityAttention-grabbingEmbedCodeforSharingBloggerOutreachviaSocialMediaReleaseIncludeCisco’sNetworkingProfessionalsTechnicalCommunityƒSeedCiscoforumwithdiscussiontopicsƒEncouragecommunicationbetweencustomersƒInteractwithcustomers–“AsktheExpert”GoalIncreaseVisibilitywithMobileAccessƒAbbreviateddatasheetƒVideodatasheetƒAbbreviateddatasheetƒVideodatasheetƒCreateinteractivewebexperienceƒOffermultiplewaystoconsumeinformationƒDrivea