1. Launching the ASR 1000 Series Router Using
Social Media Networking

2. CISCO – Founded in 1984- World wide leader in
networking for the Internet
CISCO – March 2008- ASR(Aggregation
services Router) 1000 Series Edge Router
Visually – Virtually- Virally
Digital Marketing:
 Web 2 applications
 Social Media Networking

3. Market Place Trends
 Rising demand for edge Handling
 Survey 2007- 70 percent of
corporations expected to increase
the bandwidth
 43 percent expecting an increase
of more than 20 percent in next 24
months

4.  Video Sharing site You tube accounted for almost 10
percent of all internet traffic
 Five of the Top 10 websites were Social networks
 More than 100 million blog were in existence
 120000 new blogs were being launched every day
 1.5 million postings were being made to blogs every
day
Reasons for Selecting
Digital Marketing

5. Digital Tactics for ASR 1000 Router
Launch
 Microsite for Uber Users
- Launched teaser message – Network would
get “ Better for Everyone”
 Videos
- You tube , Yahoo, Google video
 Facebook community
- Feb 27, 2008 attracted – 547 Users
 Interactive web tools
-Price comparison, Environmental Calculator
 Edge quest 3D Game
- Online game to attract IT professionals
 CISCO Blogs and Forums
- Viral pick of Messages

6. Measuring
success
Cisco relates the overall success of a project by
measuring three specific areas
1. Operational Success
2. Mission Success
3. Technology Success

7. Operational Success
•Only 1/6th of the traditional cost
•Saved more than $100,000
•No travel
•Saved 42000 gallons of gas
•Saved carbon emission equal to 188 tons
•Marketing expense decreased by $120 million in 2009 compared to 2008

8. Mission Success
Mission:- To build a sustainable relationship with the customer,
by reaching everywhere the customers are there on the web and
having a two way interactive dialogue and creating organic
content.
• Edge Quest Game:- 40,000 participants
• 2500+ Video Views
• Facebook community and 500+ likes
• 1000+ blogposts
• 40 million online impressions
• Leading Lights award for Best Marketing
Traditional launch method
100+ audience
Social media Launch
9000 people from 128
countries, 90 times more
attendees than in the past
Industry and financial Broader, more tech savvy
press/analysts and service and included consumers
providers

9. Technological success
• Just 3 month process
• Saved $120 million in the
following year
• Reached remote users from 128
different countries
• Changed the entire outlook of
product marketing

10. 22 external
Infographics of Current Trends
475000 views/quarter
108
2 million
Cisco feeds
100,000+ fans
79 groups
followers

11. 300+
channels
2000+ videos
4 million views
150000
50+
events
300+ photos
400000 views
visitors

12. Y digital media?
Social media have become one of the most important trends in
media evolution
• Video sharing site- accounted for 10%of all internet traffic
• 5 out of top ten websites were social networks
• >100million blogs were in existence
• 120000- new blogs launched everyday
• 1.5 million postings- made to blogs everyday

13. Philosophical shift in approach to marketing in web
2.0
• One way communication to 2 way
• From launch events to building sustained relationships with
customers
• From building websites to building communities
• From advertising as interruption to advertising as integration with
the viewers context
• From market generated content to organic generated content
• From being in your domain to being everywhere your customers
were on web

14. Goals of the launch
• Increase in awareness and interest in Cisco ASR
1000series
• Create a cool factor, show fun and human side
• Deliver an online-only launch that would build
and sustain over time
• Increase Cisco’s share of voice online

15. SLOGAN- Virtually Visually Virally
Promotion
Through videos, social networking, gaming
Drawback
what about the traditional viewers??
Are they loosing some customers???
These are new ways of marketing..
What if they fail??

16. Tactics
• Teaser videos- drawback: will it offend some community??
• Social media widget
• Facebook group
• Edge quest 3-D game
• virtual world- Second Life
• Total cost of ownership calculator
• Discussion groups: Ask the expert

17. Advertising tactic
Reach
Microsite for uber users
Videos- YouTube, Google, yahoo
2000views
Social media release
Include media widget, face book- >1300 hits on Google
Media widget:
small applications designed to
provide quick access to specific
content that could be easily
embedded onto sites and blogs
Video widget is viewed 35000 times within a month of its release
Face book community
546 users
Edge quest 3-D game
>40000 participated in the game
Second life presence
>1000 Cisco employees are there in second life, so it will be able to target
technical audience it needed

18. Other tactics
• Cost of ownership calculator
• Cisco blogs
• Online launch event: it launched ASR1000 series online-live
event broadcast, all tactics are done prior to launch to
improve the number of attending people

19. Which tactic is apt?
• As Cisco’s main target is IT professionals, we think edge quest
3-D game is apt and it reached many people, nearly 40000
participated in the game- reach is high
• Through this game interaction with customers increased and
it’s a unique way to market the product and it even reveals
the benefits of products

20. 1) Breach of the organization's security as the result of
an attack originating through the use of social media
2) Potential legal risk associated with social engineering
and spoofing attacks against users or "fans" of an
organization's social media presence
3) Legal consequences of leakage of third party
confidential information as a result of social media
use.

21. Thank
You