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BuildingaCommunitywithBuildingaCommunitywithSocialMediaandWeb2.0SocialMediaandWeb2.0ACiscoProductLaunchCaseStudyACiscoProductLaunchCaseStudyLaSandraBrill,Mgr,SPWeb&SocialMediaLaSandraBrill,Mgr,SPWeb&SocialMedialbrill@cisco.comlbrill@cisco.comJulyJuly,2008,2008WhyshouldIcareaboutsocialmedia?YouTube=10percentofallinternettraffic(source:EllacoyaNetworks)YouTube&Wikipediaamongtopbrands(source:brandchannel.com)Fiveofthetop10websitesaresocial(source:Alexa)Over100millionblogsexist(source:Technorati)120,000newblogslaunchedeveryday(source:Technorati)1.5millionpostsperday(17persecond)(source:Technorati)Blogreadership?YouTube=10percentofallinternettraffic(source:EllacoyaNetworks)YouTube&Wikipediaamongtopbrands(source:brandchannel.com)Fiveofthetop10websitesaresocial(source:Alexa)Over100millionblogsexist(source:Technorati)120,000newblogslaunchedeveryday(source:Technorati)1.5millionpostsperday(17persecond)(source:Technorati)Blogreadership?Createarelationship(notanevent)BuildCommunities(notwebsites)TwoWayCommunication(notoneway)Organic(notsynthetic)Integration(notinterruption)BeingEverywhere(notjustinyourdomain)MarketinginaWeb2.0WorldMarketinginaWeb2.0WorldCiscoAggregationServiceRouter(ASR1000)FirstinNewSeriesofEdgeRoutersinNearlyaDecadeBusiness:–Fillsagapbetween7200&7600routers–AppliestobothSPEnterprisemarketsInnovation:–World’smostadvancednetworkingSilicon—QuantumFlow–NewIOS-XEtosupportSPandEnterpriseapplicationsLaunchGoal:–Creates“coolfactor”–showthe“fun”sideofCisco–Deliveranonline-onlylaunchthatbuildsovertime–Increase‘shareofvoice’onlineBusiness:–Fillsagapbetween7200&7600routers–AppliestobothSPEnterprisemarketsInnovation:–World’smostadvancednetworkingSilicon—QuantumFlow–NewIOS-XEtosupportSPandEnterpriseapplicationsLaunchGoal:–Creates“coolfactor”–showthe“fun”sideofCisco–Deliveranonline-onlylaunchthatbuildsovertime–Increase‘shareofvoice’onlineLaunchStrategy:InvolvetheHumanNetworkUseWeb2.0andvideotocreatebuzzandbuildacommunitythatispassionateaboutCiscoproductsBuildingaCommunityin3-MonthsandDrivingRegistrationtoLaunchEventBuildingaCommunityin3-MonthsandDrivingRegistrationtoLaunchEventUberUserVideo(s)UberUserGroupVirtualLaunchEvent“AsktheExpert”EventSocialMediaBuzzTrackingInfluencerOutreachPR/BloggerOutreachSocialMediaReleaseSocialMediaWidgetInteractive3DGameCiscoWebUberUserPostFebMarAprCiscoBlogTopicSeedinglaunchLiveCiscoConcertLaunchCountdownUberUserSiteTeaserReleaseEnvironmental/TCOCalculatorMobileWebASRAnnouncementGenerateBuzz&EventRegistrationsUberUserCampaignCollectregistrationstolauncheventProliferatevideosonYouTubeEncourage‘sharing’andviralpick-upGoalBuildCommunitywithFacebookBuildcommunityCommunicatetheFUNsideofCiscoDriveaudiencetoregisterforlauncheventGoalHighlightKeyASRFeaturesthrough3DGameLearn&Play:DefendtheNetworkfromtheforcesimpactingtheedgeusingtheASRTournamentofAcesLearn&Play:DefendtheNetworkfromtheforcesimpactingtheedgeusingtheASRTournamentofAcesAppealtotechnicalaudienceusingnew“cool”meansDemonstrateASRvaluepropositionthroughgameplayEncourage‘sharing’throughcompetitionGoalExtendVisibilityinSecondLifePre-EventLiveConcertLaunchEventCountdownCalculatorAppealtotechnicalaudienceusingnew“cool”meansDemonstrateASRvaluepropositionthroughvirtualexperienceDriveaudiencetoregisterforlauncheventGoalBoardyourpersonaltransportdeviceSurfthroughtherouterLiveLaunchEventBriefPressVirtualTCO&EnvironmentalCalculatorsRichinteractivetools:–Calculatecompetitivepricecomparisons–DeterminecarbonfootprintRichinteractivetools:–Calculatecompetitivepricecomparisons–DeterminecarbonfootprintCreateinteractivewebexperienceDemonstratetwokeymessagesoftheASRGoalEncouragingSpreadofcontentwithSocialMediaWidgetEncouragesharingwithembedcapabilityEnhancewebexperienceonCisco.comDriveaudiencetoregisterforlauncheventGoalCollectionofkeyvideos,collateralandimagesinawidgetformatEmbedintosocialmediareleaseandlaunchpagesEncourageusebyallowingspreadingofinformationviaembedcodeCollectionofkeyvideos,collateralandimagesinawidgetformatEmbedintosocialmediareleaseandlaunchpagesEncourageusebyallowingspreadingofinformationviaembedcodeCommunicationThroughCiscoBlogsIntriguebloggers&customersEncourageviralpick-upDriveaudiencetoregisterforlauncheventGoalHeightenPressBuzzwithTeaserReleaseCiscoIntroducestheQuantumFlowProcessor:TheWorld’sMostAdvancedPieceofNetworkingSiliconSanJose,California—February25—Withover1.3billiontransistors,thenewCiscoQuantumFlowprocessorissettoreshaperouting…FeedspeculationtoextendpresscoveragebyaweekDriveaudiencetoregisterforlauncheventGoalClear&SimpleEnsureAccuracyEasyAccessBuildCommunityAttention-grabbingEmbedCodeforSharingBloggerOutreachviaSocialMediaReleaseIncludeCisco’sNetworkingProfessionalsTechnicalCommunitySeedCiscoforumwithdiscussiontopicsEncouragecommunicationbetweencustomersInteractwithcustomers–“AsktheExpert”GoalIncreaseVisibilitywithMobileAccessAbbreviateddatasheetVideodatasheetAbbreviateddatasheetVideodatasheetCreateinteractivewebexperienceOffermultiplewaystoconsumeinformationDrivea
本文标题:互联网市场商务分析leveraging-social-med
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