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How Cisco Tried to Make Routers Sexy Using Social Media – ReadWriteWeb
- A marketing strategy plan – post by madsgorm
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1. Created a fun micro site directed at uber users (the tech and early adopter audience) to help create and spread buzz.
2. Cross posted videos from the micro site to YouTube to extend reach.
3. Established Second Life presence that included a countdown calculator and pre event live concert to increase visibility; research showed much of their audience is on Second Life.
4. Created a FaceBook group to cater to users not part of Second Life.
5. Created an interactive 3D game – Edge Quest – to attract the large gaming audience.
6. Created a widget that holds a collection of key videos, documents and images that allows sharing for their content, while remaining on their server.
7. Blogged about it on the Cisco blog to try and intrigue bloggers and customers.
8. Heightened buzz with press with a vague two paragraph teaser press release to extend press coverage and fuel buzz.
9. Created a social media release to reach out to bloggers.
10. Introduced product via live online event; video on Second Life that was cross posted on FaceBook and YouTube.
11. Created ‘Ask the Expert’ – a forum where customers could talk to the engineers that created the product.
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Hej Mads,
Perfect story for teaching purposes. But: What happened then? They doubled their sales or does the story comes without a happy ending?
Ida
Ooops. New in town – I’m not anonymous anymore.
I’d still like a ROI-answer if anybody out there (or Mads) knows it.
Ida
A very reasonable question. Have you read the full article on http://www.readwriteweb.com/archives/cisco_social_media.php ?
“Cisco says they met their goal of increasing visibility and involving their audience by using the social Web, creating buzz and building a community at a negligible cost; a soft cost that involved time, resources, and creativity instead of budget.”
So they where happy with the ROI.
I found it interesting that they found that the hard core geeks they where targeting, could be found i Second life. And that RRW suggest that in a situation where the economy is not to good, that might speak in favour of social media.
“Given the state of the US economy right now, the social Web seems to be the smartest choice corporations (or individuals) can make if they want to create passion and excitement for their brand – at a soft cost.”
Maybe in a time of recession one should invest in cheap form of communication?
Thnx Mads!
As I said I’m new in town and it didn’t strike me to check the full article. Being new and oldfashioned, shouldn’t one refer to where you’ve got the text from, or is the url enough? I know nothing of blog-ethics, so no complaining, just wondering.
Anyhow: What a joyous perspective that social web will be the answer to how to market in an economically broke market. If only it wasn’t so hard to believe that the micro site would count as a ‘cheap form of communication’ :-)
Ida
The link to the full article is there, but you are right, one ought to write where the information comes from. If you have blogs such as Techcruch and RRW, then they are run professionally, and one will expect them to do that. Where as my blog that is read by next to no one, is more of a telling my friends what I am researching. Not that far from a Facebook update, or micro blogging on Twitter. It is just a matter of context, and the context of a blog is varies from big professional rus blogs all the way to the personal diary type blog.
now I’ll stay in touch..