思科FY04Q3核心技术公关推广计划书

1SessionNumberPresentation_IDCiscoCoreTechnicalFY04Q3PRPlanBFCDec29.2003222Presentation_IDContent•Wherearewetoday•Wherewillwegetthere•HowwillwegetthereWherearewetoday333©2003CiscoSystems,Inc.Allrightsreserved.Presentation_ID444Presentation_IDCiscoPRAnalysis-MediaCoverageAnalysisClippingsummary0100200300400500600CiscoHuaweiNortelJuniperAvayaLucent3ComCisco359272484Huawei254136273Nortel24081136Juniper201920Avaya524257Lucent851041713Com676126SeptOctNov•InNovember,Ciscoenhanceditsmediacoveragefastest.•InDectech的传播量很大主要原因事件驱动世界ATM发布CoreTechRoadshowCisco12800launchMediaRequirement45%55%CoreTechAT&MProductCat6500Cat2970Cisco12800Cisco7600FSBSolutionCisco12800backgroundFSBupdatebriefingIPV63/7交换Coretechrequirement555Presentation_IDCiscoPRAnalysis-MediaCoverageAnalysis050100150200250300350400450NorthChinaEastChinaSouthChinaWestChinaNorthChina292204401EastChina151920SouthChina232226WestChina292737SeptOctNov83%4%5%8%NorthChinaEastChinaSouthChinaWestChinaBynow,NorthChinaisthehubforPRactivities050100150200250300350400450SeptOctNovBesidesNorthChina,WestChina’smediacoverageincreasedmorethanotherareas.Mediacoveragebyregion666Presentation_IDCiscoPRAnalysis-MediaCoverageAnalysisCorporate26%CiscoOthers8%CiscoWorldwide32%CiscoTechSolution7%SP14%LEG6%FSI5%Channel0%Commercial2%Ciscoworldwidegetsmuchattention,keepingbalancewithlocalnews.Channelisignoredtosomeextent.Ciscovoiceinindustryisstillnotloudenough.050100150200250SepOtcNovSep363479401628Otc193254281336Nov46471085221912GeneralBusinessITSPWebsiteOtherCoretechMediacoverageabout25%CoretechPRfocusIT&SPmedia777Presentation_IDCiscoPRAnalysis-MediaCoverageOverview•Objective•InDecTech的传播量很大主要原因事件驱动世界ATM发布/CoreTechRoadshow/Cisco12800launchPRObjective:+)•针对媒体关心的问题制造大的公关事件以驱动媒体•针对性的事件以影响北方以为的其他地区媒体•有效的通过网络媒体以提高传播速度和覆盖率,加大对SP媒体的投放•CoretechrequirementProduct:Cat6500/Cat2970/Cisco12800/Cisco7600/FSBSolution:Cisco12800background/FSBupdatebriefing/IPV6/3/7交换•MediaCoverageAnalysisNorthChinaisthehubforPRactivitiesCoretechPRfocusIT&SPmediaCoretechMediacoverageabout25%888Presentation_IDCiscoPRAnalysis–CoretechQ2PRReviewCoretechRoutingSwitchingFSBBBAGSRLowswitchHighswitchAwarenessRelevancePreferenceActionCoreTechPR传播阶梯PRPoint0610ProductBusinessSolutionSolutionCoreTechPRContent999Presentation_IDCiscoPRAnalysis-CoretechQ2PRReviewPRPointProductBusinesssolutionSolution010610SalePoint101010Presentation_IDGSRProductBusinesssolutionSolution0.260.330.41PR经验系数文章数量质量媒体权威性888PRObjective:+)Q2的GSRPRawareness阶段完成,介于处于Saleaction下Q3的传播重点快速推动solution和Businesssolution的公关工作Cisco12800launchnewsPRawarenessSaleaction当前状态8PRPointCiscoPRAnalysis-CoretechQ2PRReview111111Presentation_IDCiscoPRAnalysis-CoretechQ2PRReviewBBAProductBusinesssolutionSolutionCisco7600ServiceBBA北京专访Cisco7600四川网通深圳招行台州电力江苏网通0.260.330.41PR经验系数文章数量质量媒体权威性7.5887777877.38PRObjective:+)Q3BBA的传播阶段将处于PRpreference阶段,传播重点将放在BusinessSolution上PRpreferenceSaleaction当前状态PRPoint121212Presentation_IDFSBFSB系列产品Cisco3700ProductBusinesssolutionSolutionFSBIPTFSB成都专访FSB市场稿0.260.330.41PR经验系数文章数量质量媒体权威性7.5778776776676.812PRObjective:+)PRawarenessSalepreferenceQ3FSB的传播阶段需要完成PRawareness到PRRelevance的转变阶段,传播重点放Solution的推广上PRPoint当前状态CiscoPRAnalysis-CoretechQ2PRReview131313Presentation_IDSwitchProductBusinesssolutionSolution0.260.330.41PR经验系数文章数量质量媒体权威性87778877.57PRObjective:+)Q3Switch传播阶段处于PRPreference阶段,介于Q2的传播solution的传播较少Solution的传播Q3将为重点工作Cat2970launchnewsSwitch北京/广州专访SwitchGE/10GE市场稿SwitchGE/10GENZU/Woodside8787.5PRPointPRpreferenceSalepreference当前状态CiscoPRAnalysis-CoretechQ2PRReview141414Presentation_IDCiscoPRAnalysis-PRAnalysisOverview综述•针对媒体关心的问题制造大的公关事件以驱动媒体•针对性的事件以影响北方以为的其他地区媒体•有效的通过网络媒体以提高传播速度和覆盖率,加大对SP媒体的投放Q3FSB的传播阶段需要完成PRawareness到PRRelevance的转变阶段,传播重点放Solution的推广上Q3BBA的传播阶段将处于PRpreference阶段,传播重点将放在BusinessSolution上Q2的GSRPRawareness阶段完成,介于处于Saleaction下Q3的传播重点快速推动solution和Businesssolution的公关工作Q3Switch传播阶段处于PRPreference阶段,介于Q2的传播solution的传播较少Solution的传播Q3将为重点工作Wherewillwegetthere151515©2003CiscoSystems,Inc.Allrightsreserved.Presentation_ID161616Presentation_IDContributiontoChinaCustomerSuccessAdvancedTechCiscoPRAnalysis-PRStrategy171717Presentation_IDAdvancedTech(CoreTech)innovateSmarterInvestmentIntelligentRouting&SwitchingEmphasizeCisco’sleadershipinCoreTecharea.CiscoPRAnalysis-PRStrategy181818Presentation_IDCisco12800Cisco12000Cisco10000Cisco7600Cisco7500Cisco7300Cisco7200Cisco7100Cat6500Cat4500Cat3750Cat3755Cisco3700Cisco3600Cat2970Cat2950Cisco2600Cisco1700Cisco800为机构建立高效智能的网络,以使机构摆脱臃肿,工作运营增产/增效为企业部署方便灵活快捷的沟通网络SPInvestmentIntelligentSmarter理性诉求感性诉求FSBBBAGSRLowswitchHighswitchFSILE&GCOMSMB为组织建立高ROI的网络系统,以实现组织应用网络平台获得更到的利润增长点引领/塑造价值区间便捷实现睿智沟通提升企业网络智商CiscoPRAnalysis-PRStrategy191919Presentation_IDFY03Q3Mainmessage(FromCiscobriefing)Cisco12800&7600launchGSRBBA如何利用智能宽带服务营造电信宽带价值空间FSB重点强调FSB路由器的Security解决方案在行业中的应用SwitchGE/10GEMetro-ELowswitch3750/2970(FSB)NewproductlaunchPOECoreTechEmphasizeCisco’sleadershipinCoreTecharea.CiscoPRAnalysis–MainmessagerePRHowwillwegetthere202020©2003CiscoSystems,Inc.Allrightsreserved.Presentation_ID212121Presentation_IDGSRPRFactor