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  • Cisco Systems:: Launching The ASR 1000 Series Router Using Social Media Marketing

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    BOLLAPRAGADA SAI SRAVANTHI
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    Cisco Systems launched their new ASR 1000 series router using an exclusively digital and social media marketing campaign. They partnered with Ogilvy Public Relations to create a microsite, videos on sites like YouTube, and social media widgets. They also created an Edge Quest 3D game and Second Life presence to showcase the product's value proposition virtually. The campaign was highly successful, with videos receiving over 2000 views and the social media widgets being viewed 35,000 times within a month. Cisco was able to assess significant returns on their marketing investment through the reach and customer interactions generated by their social media focused launch.

    Original Description:

    Cisco systems case analysis

    Original Title

    Group 9_Sec B_CiscoSystems

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    Cisco Systems launched their new ASR 1000 series router using an exclusively digital and social media marketing campaign. They partnered with Ogilvy Public Relations to create a microsite, videos on sites like YouTube, and social media widgets. They also created an Edge Quest 3D game and Second Life presence to showcase the product's value proposition virtually. The campaign was highly successful, with videos receiving over 2000 views and the social media widgets being viewed 35,000 times within a month. Cisco was able to assess significant returns on their marketing investment through the reach and customer interactions generated by their social media focused launch.

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    36 views7 pages

    Cisco Systems:: Launching The ASR 1000 Series Router Using Social Media Marketing

    Uploaded by

    BOLLAPRAGADA SAI SRAVANTHI
    Cisco Systems launched their new ASR 1000 series router using an exclusively digital and social media marketing campaign. They partnered with Ogilvy Public Relations to create a microsite, videos on sites like YouTube, and social media widgets. They also created an Edge Quest 3D game and Second Life presence to showcase the product's value proposition virtually. The campaign was highly successful, with videos receiving over 2000 views and the social media widgets being viewed 35,000 times within a month. Cisco was able to assess significant returns on their marketing investment through the reach and customer interactions generated by their social media focused launch.

    Copyright:

    © All Rights Reserved
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    of 7

    Cisco Systems:

    Launching the ASR 1000 series router using social


    media marketing

    Group 9
    Aman: PGP10128
    Bollapragada Sai Sravanthi: PGP10140
    Monika: PGP10155
    Prithwi Banerjee: PGP10164
    Rohan Kamath: PGP10167
    Sakshi Choudhary: PGP10168
    Case overview
    ● Cisco System was founded in 1984 by a group of computer scientists from Stanford
    ● Cisco is a worldwide leader in networking for internet providing routers, modems etc
    and other solutions
    ● Cisco Systems is planning a launch campaign for ASR 1000
    ● The Cisco Aggregation Services Router(ASR) 1000 series edge router is designed to
    allow service providers and enterprises to manage the growing volume of resource-
    intensive integrated data and voice and video data in the their networks
    ● The team has developed innovative plan to launch the new product “virtually,
    visually, and virally”
    ● The team decided to focus exclusively on digital marketing and social media rather
    than traditional print and television media

    2
    ASR 1000 Launch campaign
    ● Involving the human network by using Web 2.0 and video to create buzz and build
    community that is passionate about Cisco products
    ● Cisco mantra: “virtually, visually, and virally,- and green”
    ● Partnership with advertising agency Ogilvy Public Relations to launch a microsite
    ● Videos on various video sharing sites like youtube, yahoo videos etc
    ● Created social media widgets and building Facebook community
    ● Edge Quest 3D game to communicate the value proposition of ASR 1000 series
    ● Created online cost calculator to quantify value proposition that includes carbon
    footprints
    ● Second Life Presence, 3D virtual world where users can socialize and connect with
    customers
    ● Communication through Cisco Blogs and forums
    ● Cisco launched Live event streaming to showcase high priority of announcement of
    3
    new product
    Campaign Return on marketing
    Platform Reach
    investment from social
    Youtube 2000 views
    media campaign
    Social media release More than 1300 hits on Cisco assessed its return on
    google marketing investment based on
    the:
    Social Media Widget Viewed 35000 times within a
    month
    ● Reach
    Facebook community 546 users ● Richness of customer
    interactions
    Edge Quest 3D game More than 40000 ● Significant cost savings
    participants
    These were compared to the
    Second Life Presence 1000 Cisco employees used
    the portal to meet and chat traditional campaign using mass
    media

    4
    Social media marketing for any other B2B company
    ● B2B Companies who cater to a technology savvy customer segment can use a similar
    strategy
    ● Companies providing IT solutions, automation solutions and similar services could
    benefit from such a strategy greatly
    ● Apart from customer acquisition, companies can also focus on building brand image
    and enhancing customer relation via social media
    ● With the boom of Internet
    4.0, leveraging data on the
    internet has become a
    necessity for certain
    businesses
    ● Various platforms can be
    used to promote products as
    shown in the graph
    5
    Value proposition of product through social media
    campaign
    ● Creating Edge Quest game to reach out to IT professionals who spent a fair amount
    of time playing online games
    ● To enable the players to virtually experience the benefits of the product through
    simulations that underscored the traffic prioritization, intelligence, security defense,
    speed and scale
    ● Online cost calculators: to quantify economic value proposition of ASR 1000
    ○ Total cost of ownership calculator: It allowed customers to calculate competitive price comparisons
    ○ Environmental calculator: It allowed customers to determine carbon footprint
    ○ To engage customer through interactive experience
    ● Sales engagement and provide opportunities to emphasize on value proposition

    6
    Thank
    you
    7

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