cisco umi: driving awareness through social media
DESCRIPTION
The purpose of this case study is to show how Cisco initiated the launch of ūmi telepresence with a strong following on the social web.TRANSCRIPT
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
February 2011
Cisco ūmi: Driving Awareness through Social Media
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
Bring Your Friends and Family into Your Living Room with Your HD Television
Connect Cisco ūmi to your HD television so you can be there for everything,
from birthday parties to bedtime stories. Cisco ūmi makes it easy to be together
for life's moments—big and small.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
Successful ūmi launch event
Innovative Advertising, Product Integration (Oprah)
Aggressive social media/influencer marketing
Mobile/Mall Experiential Tour
Partner Marketing (BBY, Verizon)
Extensive media coverage –Today Show, USA Today, CNN…
1M Trial Experiences
500K visitors to website
286K Google search results
100K contest entries
20K Facebook fans
New Market Adoption Highlights Results: Strong Initial Interest
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
•To drive awareness of a new video communication
experience
•To educate people on the experience that ūmi
enables
•To create communities of interest for people to
share their own personal stories and ideas
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
WebMobile
Video
Contests
Special
Offers
Actionable
Listening
Partner
Marketing
Celebrity
Influencer
Outreach
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How did we use social media on our Cisco ūmi
platforms?
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OpenID on Cisco ūmi
marketing websitedrives visitors to
500,000+ Visitors to
Cisco marketing
website
Thousands of “Likes”
on Cisco.com videos
linked to Facebook
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To enhance the consumer experience
by:
Directly linking 1,000,000+ consumer trial
experiences at mall and tour van
Tracking specific promotions offline that
lead to an online visit
Driving engagement to the product
website and social media websites
generating 100K+ contest entries
http://www.cisco.com/web/mobile/sol/cons/index.html
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Encourages people to share their personal
stories about who they would like to connect with
over ūmi to drive awareness
100,000+ Contest and Sweepstakes
Submissions
Hundreds of comments on blog platform
Enter-to-Win Sweepstakes
User Generated Photo Contest
Cisco ūmi 50 for 50 Blog Contest
Objective
Results
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How did we leverage influencers and partners to
drive social media awareness around Cisco ūmi?
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Objective• To drive awareness through
partnerships with online and offline influencers and communities
Results• 20,000+ views on blog posts tied to
partnerships• 3000+ moms participated in Tweet-Ups
reaching over 2.5 million Twitter accounts in 4 weeks
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
Objective• To enlist celebrity influencers to
increase product awareness
Results• Ryan Seacrest tweets reached over
4,000,000 Followers on Twitter• Voluntary syndication by Ellen Page• Reached 250,000+ Ellen Page Fans
on Facebook and generated hundreds of “Likes” and comments
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
First Week Results: • Partnered with Best Buy and
Magnolia Home Theater to promote BOGO on their Facebook and Twitter
• 50,000+ views on “Limited Offer” Tab
• 3000+ New “Likes”• ~125 Million impressions on
BOGO Ad on Facebook
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How did we listen and engage with our Cisco ūmi
fans?
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Objective• To monitor conversations about
Cisco ūmi, competitor and industry as a whole
• To engage and build relationships in real-time with people who are interested in Cisco ūmi
Results• Over 400,000 post view
interactions on Facebook• Harvesting insights from
consumers• Awareness of customer support
assistance
Where did we listen?FacebookTwitter
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Objective• Share ūmi expertise• Build relationships with fan base• Connect with current and potential
customers
Results• 20,000+ Facebook Fans in 90 days• 20,000+ “Likes” on Facebook wall
posts and photo albums
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
Objective• Connect with current and
potential customers• Instant access to share ūmi
expertise• Stream of ideas, news, content,
and link sharing about ūmi
Results• Reached over 7 million on
Twitter since launch• Celebrities and high level
bloggers tweeting and retweeting
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
• Make your listening actionable and engage with your fans
• Support needs to be provided where requested (i.e. Facebook, Twitter, etc)
• Resources need to be put in place before-hand: Subject Matter Experts to answer
• Use celebrities’ passion to help increase awareness of your product
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
Social Media Strategy and Execution
3Marketeers
Social Media Applications on Facebook
Involver
WildFire
Facebook Strategy and Media
Experiential Marketing
The Marketing Arm
Product and Celebrity Videos
Ogilvy
PR
The Outcast Agency
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
The Cisco ūmi Marketing Team: Ken Wirt, Mike Kisch, Tony Wan, Jeffrey Marusak,
Richard Mullen, Elizabeth Adkison, Kate Blood, Fernando Segura, Jim Brady and
the OutCast Agency for all of their support with Cisco ūmi social media activities.
The Cisco Consumer Business Unit and all of the partners, agencies, influencers,
and Cisco teams who worked to make the launch of Cisco ūmi a success!
Thank you to Petra Neiger for her contributions to this presentation.
Last but not least, thank you to all of the Cisco ūmi Fans for joining in the
conversations and for supporting Cisco ūmi!
By: Zoya Fallah
Thank you