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    Cisco Systems: Launching The ASR 1000 Series Router Using Social Media Marketing

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    Aishwarya Solanki
    Cisco launched a social media marketing campaign to promote its new ASR 1000 Series Router. The campaign included videos on YouTube and Google, a social media press release, a widget seen by 35,000 viewers, a Facebook community with 546 users, an Edge Quest 3D game with over 40,000 participants, and a Second Life virtual presence. The campaign was a success, achieving high brand engagement and overall visitor rates while keeping costs low. Other B2B companies can also use social media for product marketing by leveraging intelligence, driving engagement, integrating measurement, and building customer advocacy.

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    Cisco Systems: Launching The ASR 1000 Series Router Using Social Media Marketing

    Uploaded by

    Aishwarya Solanki
    173 views10 pages
    Cisco launched a social media marketing campaign to promote its new ASR 1000 Series Router. The campaign included videos on YouTube and Google, a social media press release, a widget seen by 35,000 viewers, a Facebook community with 546 users, an Edge Quest 3D game with over 40,000 participants, and a Second Life virtual presence. The campaign was a success, achieving high brand engagement and overall visitor rates while keeping costs low. Other B2B companies can also use social media for product marketing by leveraging intelligence, driving engagement, integrating measurement, and building customer advocacy.

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    Cisco_Group8

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    Cisco launched a social media marketing campaign to promote its new ASR 1000 Series Router. The campaign included videos on YouTube and Google, a social media press release, a widget seen by 35,000 viewers, a Facebook community with 546 users, an Edge Quest 3D game with over 40,000 participants, and a Second Life virtual presence. The campaign was a success, achieving high brand engagement and overall visitor rates while keeping costs low. Other B2B companies can also use social media for product marketing by leveraging intelligence, driving engagement, integrating measurement, and building customer advocacy.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    173 views10 pages

    Cisco Systems: Launching The ASR 1000 Series Router Using Social Media Marketing

    Uploaded by

    Aishwarya Solanki
    Cisco launched a social media marketing campaign to promote its new ASR 1000 Series Router. The campaign included videos on YouTube and Google, a social media press release, a widget seen by 35,000 viewers, a Facebook community with 546 users, an Edge Quest 3D game with over 40,000 participants, and a Second Life virtual presence. The campaign was a success, achieving high brand engagement and overall visitor rates while keeping costs low. Other B2B companies can also use social media for product marketing by leveraging intelligence, driving engagement, integrating measurement, and building customer advocacy.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 10

    Cisco Systems: Launching the ASR 1000 Series Router

    Using Social Media Marketing

    Group 8
    Aishwarya Anand Solanki
    Bhavana Chapule
    Bidisha Pao
    Deeksha Ashwin
    Deeksha Singh
    Kanika Bhagat
    Background

    ● Company
    ○ Founded in 1984 by a small group of computer scientists from Stanford University
    ○ Worldwide leader in networking for the Internet
    ○ Cisco’s networking solutions had transformed how people connect, communicate, and collaborate
    ○ The company provided hardware, software, and service offerings
    ○ It delivered networking solutions for the Internet, collaboration, Internet video, and productivity
    improvements that Internet-based technologies provided to individuals, companies, and countries
    ○ By the end of 2008, Cisco had grown into one of the world’s most successful technology companies
    with almost 68,000 employees worldwide.
    ○ In fiscal year 2008, Cisco reported sales of
    ○ $39.5 billion, an increase of 13 percent over the previous year, and a net income of $8.1 billion.
    ○ Cisco had invested $250 million over more than five years in the research and development of the
    ASR 1000 Series, including $100 million for the QFP
    ○ According to a November 2007 survey by global marketing intelligence guru IDC, more than 70
    percent of corporations stated that they expected to increase their bandwidth requirements, with 43
    percent expecting an increase of more than 20 percent in the next twenty- four months. This was the
    market gap that the ASR 1000 Series aimed to fill.
    2
    Background Continued...
    ● Collaborator
    ○ Cisco partnered with the advertising agency Ogilvy Public Relations to launch a microsite three weeks before the March
    2008 introduction of the ASR 1000 Series.
    ● Context
    ○ Networks became an essential tool for enabling business, education, government, and home communications
    ○ The corporate workforce was becoming increasingly mobile and distributed
    ○ Web 2.0 collaborative tools— including team and group collaboration applications such as TelePresence and WebEx,
    shared document storage applications, audio conferencing, video conferencing, and IP television (IPTV)—were
    becoming more widely accepted
    ○ The growth in the variety, complexity, and intensity of voice, data, and video applications delivered over wide-area
    networks had resulted in a need for greater bandwidth at corporate headquarters
    ● Customer
    ○ Service providers
    ○ Enterprises
    ○ Individuals
    ○ Governments

    3
    How does Cisco assess the return on marketing investment from social media
    campaigns?

    Platform Reach
    Videos- Youtube,Google,Yahoo 2000 Views

    Social Media Release 1300 hits on google

    Media Widget 35000 views

    FB Community 546 Users

    Edge Quest 3-D More than 40000 Participated

    Second Life Presence Reaching out to technical audience. 1000


    employees were in the portal.
    Microsite & Cisco Blogs Large number of views

    4
    Was the ASR 1000 launch campaign a success? How would you measure the
    success of the launch campaign?

    ASR 1000 launch was virtual launch was a success as the B2B sector requires
    face-to-face interaction during the purchasing process, but now the companies
    can use social to establish two-way communication same as traditional methods

    High Low

    Brand Engagement Yes

    Overall Visitors Yes

    Cost Yes

    Platform Conversion Yes

    Customer Interaction Yes

    5
    Can other B2B companies use social media for product marketing like Cisco did?

    yes. Intelligence Engagement Measurement Advocacy

    ● Leverage ● Integrate ● Bench,ark and ● Build long-


    listening to Social to the track progress lasting
    understand brand ● Automated relationship to
    social experience Integrated create loyalty
    audience ● Collaborate dashboards ● Use loyalty to
    ● Study Globally create brand
    Competition ● Lead with advocates
    ● Make data- competiting
    driven content and
    decisions conversations
    ● Provide
    triggers to
    continue
    Journey

    6
    Social media Provides insights to drive real business results

    ● Identify Emerging themes


    ● Discover Product issues
    ● Crisis/risk management
    ● Product/development feedback
    ● Sales leads
    ● Messages penetration
    ● Competitive Insights
    ● Capture Industry and Emerging trends

    7
    How does Cisco link the value proposition of the product and the company to the
    social media campaigns?

    Value Proposition brought by the Cisco and the product ASR1000 to its customers was
    it costed lower than half the price of its competitive products, cost only a third to operate
    and used only a fraction of space compared to other routers, decreasing the carbon
    footprints as well- Promote the product “ Virtually, Visually, Virally”

    ● Microsite for “Uber Users”: The website launched the teaser with a message
    hinting that the product would get better for everyone, aimed at teasing the audience
    with a social sharing option designed to spread virally. The Videos on microsite
    shared through Youtube, Veoh also coincided with their whole idea of providing the
    best networking solutions
    ● The widget could be shared easily and allowed customers to see the features without
    even navigating to the website, therefore, exhibiting the ease of sharing the content 8
    ● Edge 3D quest game brought out the value of QFP and offered the value
    proposition to users by virtually enabling the players to know about the features
    of the product via simulation that underscored the traffic prioritisation,
    intelligence, security defence, speed, and scale. The similar approach was used
    in case of the Second Life Presence
    ● Interactive Web Tools: The low cost of ownership and carbon footprint via a
    virtual calendar
    ● Ask the Expert - Seamless communication between the customer and the Cisco
    executive

    9
    Thank you

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