2. About CISCO
Founded in 1984 by a group of computer scientists from Stanford.
World wide leader in networking for internet providing routers, modems etc.
and other solutions.
2008 net income of 8.1billion $
3. Market Trends
Rising demand for Greater Bandwidth. (43%) and 20% more the next 24
months.
70% Corporations expect demand for higher bandwidth.
Web 2.0 collaborative tools applications like audio conferencing, video
conferencing and IPTV.
4. CISCO Router 1000 Series
Provides Increased Collaboration at a higher bandwidth and efficiency of
unlimited applications which the enterprises are primarily depending on.
Instant On Provision- Reduces the Carbon Footprint.
Flexible, Scalable and Nonstop.
350 million dollars total investment.
5. Launching the ASR 1000
Decision to launch Digitally.
‘Virtually, visually and virally – and green”
Reasons-
Five of top 10 websites were social websites.
Exponential increase in blogs ~ 100 mill.
Digitization of America.
Fits into the overall strategy of reducing carbon footprint.
Aim to build a community among the users. 2 way communication and build
relation ship with the consumer.
Shift from building websites to building communities.
Advertising to Organic Growth.
6. Digital Launch – No stone unturned.
Partnership with Ogilvy to launch Microsite aimed to go viral with teaser videos.
Videos on various platforms like youtube, yahoo videos etc.
Facebook Application and Group to provide release targeted at bloggers.
Social Media Widget
Facebook Community.
Edge Quest Game to communicate the value proposition of ASR 1000 series.
Second Life Presence of the Target Audience.
Cost Calculator that includes the Carbon Footprint.
Blogs and Forums.
Live Event streaming of launch telecasted across the world for the audience to
reveal the product.
7. Evaluation
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 >40000 Participated
Second Life Presence Reaching out to technical audience.
1000 employees were in the portal.
Microsite & Cisco Blogs A huge number of views.
8. Learnings and Recommendations
Learnings:
The Change in nature of the demographics of marketing requires taking risks.
Theory crafting does not provide the actual reflection.
Recommendations
Build on the existing user base generated by edgequest and fb community.
Leverage traditional users data eg mail ids etc. to bring them into this online
community.
Sustain the community after launch with additional features to keep the users
engaged.
Videos should focus on teasing the user with the features as the audience seems to
be more focused on the technical aspects.
Possible campaigns through Linkedin Groups of IT Professionals and influencers
