Cisco Systems: Launching the Asr 1000 Series Router Using Social Media Marketing
Maria Amparo Gonzalez Diaz
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
INITIATIVE CHALLENGES
• 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
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
INITIATIVE CHALLENGES
• 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