Team 8 SE
Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing
BUSINESS CONTEXT/KEY BUSINESS DRIVERS
•Cisco Systems, Inc., founded in 1984 by a small group of computer scientists from Stanford University •By the end of 2008 CISCO became the worldwide leader in specialized networking solutions for the Internet, collaboration, Internet video and productivity improvements that Internet-based technologies provided to individuals, companies and countries. Stills one of the world’s most successful technology companies with 68,000 employees over the world. INITIATIVE OBJECTIVES/BENEFITS
•The implementation of a new kind of marketing strategy was adopt to launch and promote a new product ASR 1000, avoiding traditional print and television media and focus entirely on social media and digital marketing. •Cisco value proposition for ASR 1000 product is based on: • Cost reduction and saving space.
•Reduction of carbon footprints for the companies
•Improve their performance by simplification
•The launching of Cisco ASR 1000 was through a campaign based on social media making it, “virtually, visually, and virally”. Launch tactics through social media: •Microsite featuring teaser videos directed at the early adopter technical audience to help create and spread buzz •Videos on YouTube through
•Facebook group to reach the technical audience
•An interactive 3-D game to attract gaming audience
•“Ask the Expert” discussion forum, customers-engineers
•Identification of proper media tools to reach highly technical audience: target audience: people with high technical skills, awareness and position of the new product. •Measurement of the return on investment: “campaign was recognized as successful” But marketing management could not measure the ROI from the campaign •Continue engagement after launch: After lunch, how to build sustained relationships with the community it...