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Case Study - Entering A New Market Using Social Media, Cisco Umi

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Petra Neiger
Petra Neiger

The story of how Cisco entered a new consumer market using integrated social media. Cisco umi.

TechnologyBusiness
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February 2011 Cisco ūmi: Driving Awareness through Social Media
Meet ūmi 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.
Creating a new Video Market:ūmi Consumer Telepresence New Market Adoption Highlights Results: Strong Initial Interest ,[object Object]
1M Trial Experiences
500K visitors to website
286K Google search results
100K contest entries
20K Facebook fans
Successful ūmilaunch event
Innovative Advertising, Product Integration (Oprah)
Aggressive social media/influencer marketing
Mobile/Mall Experiential Tour
PartnerMarketing (BBY, Verizon),[object Object]
To educate people on the experience that ūmi enables
To create communities of interest for people to share their own personal stories and ideas ,[object Object]
How did we use social media on our Cisco ūmi platforms?
Cross-Promoting Cisco ῡmi Marketing Website and Facebook ,[object Object]
500,000+ Visitors to Cisco ῡmimarketing website
Thousands of “Likes” on Cisco.com videos linked to Facebook,[object Object]
Tracking specific promotions offline that lead to an online visit

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Case Study - Entering A New Market Using Social Media, Cisco Umi

  • 1. February 2011 Cisco ūmi: Driving Awareness through Social Media
  • 2. Meet ūmi 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.
  • 3.
  • 10. Innovative Advertising, Product Integration (Oprah)
  • 13.
  • 14. To educate people on the experience that ūmi enables
  • 15.
  • 16. How did we use social media on our Cisco ūmi platforms?
  • 17.
  • 18. 500,000+ Visitors to Cisco ῡmimarketing website
  • 19.
  • 20. Tracking specific promotions offline that lead to an online visit
  • 21.
  • 22. 100,000+ Contest and Sweepstakes Submissions
  • 23. Hundreds of comments on blog platformResults Enter-to-Win Sweepstakes User Generated Photo Contest Cisco ūmi 50 for 50 Blog Contest
  • 24. How did we leverage influencers and partners to drive social media awareness around Cisco ūmi?
  • 25. Aggressive Influencer and Partner Marketing 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
  • 26. 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 Celebrity Influencer Outreach
  • 27. Special Offers: Buy One ῡmi, Get One Free Offer on Facebook 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
  • 28. How did we listen and engage with our Cisco ūmi fans?
  • 29. 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? Facebook Twitter Actionable Listening
  • 30. Cisco ūmi Engagement: Facebook 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
  • 31. Cisco ūmi Engagement: Twitter 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
  • 32. Lessons Learned Make your listening actionable and engage with your fans Support request can come from anywhere (i.e. Facebook, Twitter, etc) and you need to be prepared Resources need to be put in place before-hand: Subject Matter Experts to answer Use celebrities’ passion to help increase awareness of your product
  • 33. A Special Thank you to….. 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 OutCastAgnecyfor 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 ūmia success! Thank you to Petra Neiger for her contributions to this presentation. Last but not least, thank you to all of the Cisco ūmiFans for joining in the conversations and for supporting Cisco ūmi! By: Zoya Fallahzfallah@cisco.com

Editor's Notes

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