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Cisco ASR 9000 Product Launch Strategy Overview Public launch: November 11, 2008
Cisco ASR 9000 Debut of the Second New Edge Router in 2008 ,[object Object],[object Object],[object Object],[object Object],[object Object],Launch Strategy:  Use the video, Web 2.0, and mobile drivers that are creating the need for ASR to promote ASR
ASR Launch Strategy Use Drivers Creating Need for ASR to Promote ASR Create a Comprehensive Campaign around ASR 9000,  Turning Launch Day into Weeks See Compare  Download  Play  Anticipate Talk Experience Cisco ASR 9000 Series
Things We Learned and Improved on from the Cisco ASR 1000 Launch ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Anticipate Generate Pre-Buzz with Online Teaser Ads ,[object Object],[object Object],Pre  Launch  Post Goal  Anticipate
Anticipate Generate Pre-Buzz with Online Teaser Videos ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pre  Launch  Post Goal  Anticipate
Day of Launch/Ongoing Theme
See Introduce Product Online on Dynamic Web Site ,[object Object],[object Object],[object Object],[object Object],[object Object],Pre  Launch  Post Goal  See
Experience Go Inside the Product with a Technical Test Drive   ,[object Object],[object Object],Pre  Launch  Post Goal  Experience
Talk… to TelePresence Orchestration ,[object Object],[object Object],[object Object],[object Object],Pre  Launch  Post Goal  Talk
Talk… about Post Launch Advertisements, Viral Videos, Social Media ,[object Object],[object Object],[object Object],Pre  Launch  Post Goal  Talk
Play  Highlight Key ASR Features through  EdgeQuest 2 S ,[object Object],[object Object],[object Object],[object Object],[object Object],Draft image Pre  Launch  Post Level 1 Craft Level 2 Craft Level 3 Craft Play Goal
Compare  ASR 9000 iPhone App   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Super User Rank Pre  Launch  Post Goal  Compare
Download Leverage Social Media with Improved Web Widget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pre  Launch  Post Goal  Download Example
ASR Launch Strategy Use Drivers Creating Need for ASR to Promote ASR Dynamic Web Site iPhone  App Widget EdgeQuest 2 Teaser Ads  & Videos Viral Video & Web Ads & Social Media Technical Test Drive See Compare  Download  Play  Anticipate Talk Experience
What Are We Communicating  Externally ? Cisco ASR 9000 After Internal, Before External After External External Launch Day Before Internal Stylized  site reveal (Beautifully engineered) Stylized site linked  to  Cisco.com pages Viral videos, Teaser ads, Banners, SM Internal Launch Day Marketing/Human Network Effect Registration  for 11/11  site reveal EBC, TP, Cisco Days, etc Customer Comms Rolling  Thunder (web-based  tools, assets, news, events) All Media, CDC Buzz Campaign Registration Site  (Get a sneak peek)
Social Media: An Integral Part of ASR 9000 Launch -   Awareness Content Tactics to create awareness of and visits to our social media properties ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media: An Integral Part of ASR 9000 Launch -   Destinations Content Blogs, communities, and Cisco.com destinations and communication tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media: An Integral Part of ASR 9000 Launch -   Content ASR 9000 tools or content appropriate for social media distribution or promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pre-Launch Communication Flow Drive registrations to view exclusive content Get a sneak peek Registration Page “ Get a sneak peek” Countdown clock Share with a friend Facebook, Twitter Digg, Delicious Exclusive Content www.techedgeweekly.com Cisco Sales Direct Email Online Media & Web Social Media PR AR
Launch Communication Flow Drive visitors to reveal portal, continue onto Solution page Share with a friend Facebook, Twitter Digg, Delicious Interactive brochure Link to detailed ASR 9000  solution page on Cisco.com www.techedgeweekly.com Cisco Sales Direct Email Online Media & Web Social Media PR AR
External  Communication Tactics Inform Act Participate Read Watch Listen Direct Email Web (Traditional & Social Networking Sites) 3 rd  Party Online Media Socialize Web 2.0 (e.g., widget)  EBC*: Virtual Demos, Speakers, Videos, Agenda Integration Banners Technical Test Drive Theater Partnerships (Viral) videos Edge Quest 2 Physical Trade Shows Discussion Forums iPhone Applet Light Reading Virtual Channel Cisco Days *Executive Briefing Center SMR, Twitter, SP360, Cross promote Blogs TelePresence
Cisco ASR 9000 Post-Launch Momentum ,[object Object],[object Object],[object Object],Post-Launch Strategy:  Develop targeted programs for top accounts Reinforce ASR 9000 messaging via web 2.0 programs
ASR Post-Launch Strategy Targeted and Web 2.0 Programs Keep ASR 9000 momentum going with innovative marketing iPhone  App EdgeQuest 2 Teaser Ads  & Videos Technical Test Drive Dynamic Web Site Widget Viral Video & Web Ads & Social Media See Compare  Download  Play  Anticipate Talk Experience Cisco ASR 9000 Series
Example 1  EdgeQuest 2 Tournament   ,[object Object],[object Object],Pre  Launch  Post Play
Example 2 Valentine’s Day Video   Pre  Launch  Post “ Clever marketing from the folks at Cisco (CSCO)….  If even only a few them smile and think of Cisco more as a funny cool friend than a stodgy IT firm,  it was worth it.”  “ This is some serious metal… meant for large service providers sending out vast streams of data….  Because nothing says ‘forever’ like up to 6.4 terabits per second,” says the Cisco voiceover in  the ad.  130,000+ viewings in three weeks Strong Field Reviews “ This is fantastic” “ I shared it with my customer’s CMO…” “ Keep them coming. This is sure to attract the right kind of attention for us.“ Happy Valentine’s Day! I hope it’s an ASR 9000!!! Talk
Resources Learn More About What Cisco Service Provider Is Doing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Many Thanks to… ,[object Object],[object Object]
 

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Case Study: High-Profile Virtual, Viral, Visual Product Launch Strategy from Cisco (ASR 9000)

  • 1. Cisco ASR 9000 Product Launch Strategy Overview Public launch: November 11, 2008
  • 2.
  • 3. ASR Launch Strategy Use Drivers Creating Need for ASR to Promote ASR Create a Comprehensive Campaign around ASR 9000, Turning Launch Day into Weeks See Compare Download Play Anticipate Talk Experience Cisco ASR 9000 Series
  • 4.
  • 5.
  • 6.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. ASR Launch Strategy Use Drivers Creating Need for ASR to Promote ASR Dynamic Web Site iPhone App Widget EdgeQuest 2 Teaser Ads & Videos Viral Video & Web Ads & Social Media Technical Test Drive See Compare Download Play Anticipate Talk Experience
  • 16. What Are We Communicating Externally ? Cisco ASR 9000 After Internal, Before External After External External Launch Day Before Internal Stylized site reveal (Beautifully engineered) Stylized site linked to Cisco.com pages Viral videos, Teaser ads, Banners, SM Internal Launch Day Marketing/Human Network Effect Registration for 11/11 site reveal EBC, TP, Cisco Days, etc Customer Comms Rolling Thunder (web-based tools, assets, news, events) All Media, CDC Buzz Campaign Registration Site (Get a sneak peek)
  • 17.
  • 18.
  • 19.
  • 20. Pre-Launch Communication Flow Drive registrations to view exclusive content Get a sneak peek Registration Page “ Get a sneak peek” Countdown clock Share with a friend Facebook, Twitter Digg, Delicious Exclusive Content www.techedgeweekly.com Cisco Sales Direct Email Online Media & Web Social Media PR AR
  • 21. Launch Communication Flow Drive visitors to reveal portal, continue onto Solution page Share with a friend Facebook, Twitter Digg, Delicious Interactive brochure Link to detailed ASR 9000 solution page on Cisco.com www.techedgeweekly.com Cisco Sales Direct Email Online Media & Web Social Media PR AR
  • 22. External Communication Tactics Inform Act Participate Read Watch Listen Direct Email Web (Traditional & Social Networking Sites) 3 rd Party Online Media Socialize Web 2.0 (e.g., widget) EBC*: Virtual Demos, Speakers, Videos, Agenda Integration Banners Technical Test Drive Theater Partnerships (Viral) videos Edge Quest 2 Physical Trade Shows Discussion Forums iPhone Applet Light Reading Virtual Channel Cisco Days *Executive Briefing Center SMR, Twitter, SP360, Cross promote Blogs TelePresence
  • 23.
  • 24. ASR Post-Launch Strategy Targeted and Web 2.0 Programs Keep ASR 9000 momentum going with innovative marketing iPhone App EdgeQuest 2 Teaser Ads & Videos Technical Test Drive Dynamic Web Site Widget Viral Video & Web Ads & Social Media See Compare Download Play Anticipate Talk Experience Cisco ASR 9000 Series
  • 25.
  • 26. Example 2 Valentine’s Day Video Pre Launch Post “ Clever marketing from the folks at Cisco (CSCO)…. If even only a few them smile and think of Cisco more as a funny cool friend than a stodgy IT firm, it was worth it.” “ This is some serious metal… meant for large service providers sending out vast streams of data…. Because nothing says ‘forever’ like up to 6.4 terabits per second,” says the Cisco voiceover in the ad. 130,000+ viewings in three weeks Strong Field Reviews “ This is fantastic” “ I shared it with my customer’s CMO…” “ Keep them coming. This is sure to attract the right kind of attention for us.“ Happy Valentine’s Day! I hope it’s an ASR 9000!!! Talk
  • 27.
  • 28.
  • 29.  

Hinweis der Redaktion

  1. 5am PST: ASR-1000 Press Release Hits Wire Cisco.com ASR-1000 site goes live Follow up Uber-User Video go live Second Life ASR-1000 building/content goes live   9am PST Broadcast: US/Canada/Latam/W-C Europe (UTC-5 – 12N New York; UTC-2 – 3pm Buenos Aires; UTC -- 5pm London; UTC+1 -- 6pm Prague/Paris/Rome) Q&A command center live Telepresence Support Session 6pm PST Broadcast: Japan/China (UTC+11 - 1pm Sydney; UTC+9 -- 11am Tokyo, UTC+8 -- 10am Beijing/Singapore) Q&A command center live Telepresence Support Session 9pm PST Broadcast: India (UTC+5.30 - 10.30 Bangalore) Q&A command center live Telepresence Support Session 12am PST Broadcast: C/E Europe/ME/Africa  PST (UTC+1 – 9am Prague/Paris/Rome; UTC+2 – 10am Johannesburg; UTC+3 - 11am Moscow, UTC+4 - 12N Dubai)  Q&A command center live Telepresence Support Session TBD Visual Networking Ad initially airs