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Cisco Systems:
Launching the ASR 1000 Series Router Using Social Media Marketing
Business Context
• Cisco Systems, Inc., founded by scientists form Stanford University in 1984. The international leading company in networking for the Internet.
• Company had 68,000 employees worldwide. $39.5 billion sales, 13% growth rate and $8.1 billion net income in 2008.
• Provided networking solutions, including hardware, software, and service.
• After 5 years development and invested $ 250 millions, Cisco launched a new product, ASR1000 Series, to meet market trend and customers’ demands.
Key Business Drivers
ASR 1000 Series
• Rising demand for greater bandwidth requirement due to increasing mobilize and distributed workforce and growing complexity and intensity of applications.
• In 2008, 70% companies intended to increase bandwidth and 43% of them planned to expand in next 24 months, resulting in market gap that ASR 1000 Series be designed to fill.
Digital launching strategy for ASR 1000 Series
• Growing trend of social media.
• Market shift to Web 2.0.
• Cisco and ASR 1000 series are internet-based brand and products.
Results
• ASR 1000 Series launch was judged by Cisco to be a successful campaign.
• Not everything worked well and still had concern in ROI and long term planning.
The success of this project can be attributed to the following innovate launching strategy:
• “Eat its own dog food”: promote the product in its original digital market.
• Involve the Human Network: involve über users to build digital communities. o Exclusive microsite for users to share information. o Create Facebook, Cisco blogs and forums to provide channel to communicate with customers o Engage customers for more understanding of QFP via 3-D game, “Edge Commanders”.
• Digital marketing: the first product to have 100% digital marketing. o Formally launched through Live Follow-the-sun online event and approach to more than 100 countries worldwide.
• Time management:
Launching the ASR 1000 Series Router Using Social Media Marketing
Business Context
• Cisco Systems, Inc., founded by scientists form Stanford University in 1984. The international leading company in networking for the Internet.
• Company had 68,000 employees worldwide. $39.5 billion sales, 13% growth rate and $8.1 billion net income in 2008.
• Provided networking solutions, including hardware, software, and service.
• After 5 years development and invested $ 250 millions, Cisco launched a new product, ASR1000 Series, to meet market trend and customers’ demands.
Key Business Drivers
ASR 1000 Series
• Rising demand for greater bandwidth requirement due to increasing mobilize and distributed workforce and growing complexity and intensity of applications.
• In 2008, 70% companies intended to increase bandwidth and 43% of them planned to expand in next 24 months, resulting in market gap that ASR 1000 Series be designed to fill.
Digital launching strategy for ASR 1000 Series
• Growing trend of social media.
• Market shift to Web 2.0.
• Cisco and ASR 1000 series are internet-based brand and products.
Results
• ASR 1000 Series launch was judged by Cisco to be a successful campaign.
• Not everything worked well and still had concern in ROI and long term planning.
The success of this project can be attributed to the following innovate launching strategy:
• “Eat its own dog food”: promote the product in its original digital market.
• Involve the Human Network: involve über users to build digital communities. o Exclusive microsite for users to share information. o Create Facebook, Cisco blogs and forums to provide channel to communicate with customers o Engage customers for more understanding of QFP via 3-D game, “Edge Commanders”.
• Digital marketing: the first product to have 100% digital marketing. o Formally launched through Live Follow-the-sun online event and approach to more than 100 countries worldwide.
• Time management: