Virtual, Viral, Visual - Cisco ASR 9000 Launch Strategy

© 2008 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 1

Cisco ASR 9000 Product Launch Strategy Overview

Public launch: November 11, 2008


Cisco ASR 9000Debut of the Second New Edge Router in 2008

Launch Objectives:

Introduce the Cisco ASR 9000 Aggregations Services Routers: Carrier Ethernet Foundation for Visual Networking

Drive Service Provider awareness globally

Continue “cool factor” for ASR line

Tie campaign to Cisco’s overall Human Network Effect campaign

Launch Strategy: Use the video, Web 2.0, and mobile drivers that are creating the need for ASR to promote ASR


ASR Launch StrategyUse Drivers Creating Need for ASR to Promote ASR

See

Compare

Download

Play Anticipate

Talk

Experience

Create a Comprehensive Campaign around ASR 9000,

Turning Launch Day into Weeks

Cisco ASR 9000 Series


Things We Learned and Improved on from the Cisco ASR 1000 Launch All-around campaign integration

Creative microsite and Cisco.com solution web integration

Social media and traditional media

Regional participation

BU collaboration

Re-evaluation of ASR 1000 vehicles and methodsSecondLife out

Truly viral campaign for pre-launch buzz generation

Global relevance of campaign assets

Content frequency and engagement execution in social media

Localized content available at time of or shortly after US launch Keeping momentum going post launch


AnticipateGenerate Pre-Buzz with Online Teaser Ads

Provide intrigue of major pending announcement Build audience for opt-in mailings

Goal

Anticipate

Pre Launch Post


AnticipateGenerate Pre-Buzz with Online Teaser Videos

Provide intrigue of major pending announcement Encourage pass around effect to target market Drive people back to pre-launch registration page

Goal

•Online Humorous Video Series • Investigative reporter trying to get the scoop on a rumored announcement

•Approaches Execs in gonzo fashion demanding answers

•Release incrementally until launch in webisode fashion•Visit

www.techedgeweekly.com

Anticipate

Pre Launch Post


Day of Launch/Ongoing Theme


SeeIntroduce Product Online on Dynamic Web Site

Address global audience Showcase different look to emphasize different approach of product Provide relatable metaphor for capabilities Enable interactive element of wide range of visual content Entice people to jump to Cisco.com solution pages to learn more

Goal

See

Pre Launch Post


ExperienceGo Inside the Product with a Technical Test Drive

Provide “cool” way to understand technical capabilities Showcase different look to emphasize different

approach of product, give impactful TDM vehicleGoal

Experience

Pre Launch Post


Talk… toTelePresence Orchestration

Encourage global field to invite customers in days following announcement to learn more

Orchestrate EBC TelePresence sessions with product team/spokespeople

Translate news buzz to sales engagement

Quickly expand high-touch customer reach

Goal

Talk

Pre Launch Post


Talk… aboutPost Launch Advertisements, Viral Videos, Social Media

Spur dialogue amongst communities with creative outreach, with some efforts lasting up to quarter past launch

Keep top of mind, bridging through holidays

Keep techedgeweekly content fresh post holidays for continued social media push

Goal

Talk

Pre Launch Post


Play Highlight Key ASR Features through EdgeQuest 2

SS

Appeal to technical audience using new “cool” means Make ASR value proposition resonate through game play Encourage competition, social aspects of gaming to promote

ASR Take advantage of existing EdgeQuest 1 technical audience Use web and social media to promote game

Draft image

Play

Goal

Pre Launch Post

Level 1Craft

Level 2Craft

Level 3Craft


Compare ASR 9000 iPhone App

“Are you a super-user?”

See how you compare to others

Challenge a friend to compete

Highlights ASR role on screen in making “cool” experiences happen

Promote Cisco innovation to broader consumer audience using new “cool” means

Create broader marketing story Tie into existing campaign and extend ASR

9000 impressions life-span Leverage existing ASR recognition

Goal

Super User Rank

Compare

Pre Launch Post


DownloadLeverage Social Media with Improved Web Widget

Consolidated “index” of web content

Videos

TCO Tool

Brochures/white papers

Place into social media release, RSS feeds

Permit easy means to “embed” in online posts

Appeal to social media using new means Facilitate widespread distribution and

sharing of content

Goal

Download

Example

Pre Launch Post


ASR Launch StrategyUse Drivers Creating Need for ASR to Promote ASR

See

Dynamic Web Site

Compare

iPhone App

Download

Widget

Play

EdgeQuest 2

Anticipate

Teaser Ads & Videos

Talk

Viral Video &Web Ads &

Social Media

Experience

Technical Test Drive

Cisco ASR 9000 SeriesCisco ASR 9000 Series


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/H

uman N

etwork E

ffect

Registration for 11/11 site reveal

EBC, TP,Cisco Days,

etc

Customer Comms

Rolling Thunder

(web-based tools,assets, news, events)

All Media, CDC

BuzzCampaign

RegistrationSite

(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

“Community links” on Cisco.com to promoteUber User Facebook group

CiscoSP360 Twitter Feed

SP360 Blog

Social media release

Video Syndication for video assets (YouTube, etc) NetPro banners and newsletter Ask the Expert online event (discussion forum) EdgeQuest 2 tournament


Social Media: An Integral Part of ASR 9000 Launch - Destinations

Content

Blogs, communities, and Cisco.com destinations and communication tools

Blogs/microbloggingCisco SP360 blogCisco Platform blogTechedgeweekly.com “Gonzo” blogCiscoSP360 Twitter feedOther Cisco Twitter feeds

Facebook – Internet Addicts group Q&A Tool NetPro Cisco.com pages

Pre-launch siteLaunch (micro)siteASR 9000 pages


Social Media: An Integral Part of ASR 9000 Launch - Content

ASR 9000 tools or content appropriate for social media distribution or promotion

Social media contentSocial media press release

ASR Widget

Edge Quest game

Techedgeweekly.com videos

Other content to promote via social mediaPre-launch teaser video

Technical test drive

Biz tools (TCO & environmental impact calculators)

iPhone application


Get a sneak peek

Registration Page

“Get a sneak peek”Countdown clock

Share with a friendFacebook, Twitter

Digg, Delicious

Pre-Launch Communication FlowDrive registrations to view exclusive content

ExclusiveContent

CiscoSales

DirectEmail

Online Media &

Web

Social Media

PRAR



Share with a friendFacebook, Twitter

Digg, DeliciousInteractive brochure

Link to detailed ASR 9000 solution page on Cisco.com

Launch Communication FlowDrive visitors to reveal portal, continue onto Solution page

CiscoSales

DirectEmail

Online Media &

Web

Social Media

PRAR



External Communication TacticsInform Act Participate

Read

Watch

Listen

Direct Email

Web (Traditional & Social Networking Sites)

3rd Party Online Media

Socialize Web 2.0 (e.g., widget)

EBC*: Virtual Demos, Speakers, Videos, Agenda Integration

Banners

Technical Test DriveTheater Partnerships

(Viral) videos Edge Quest 2

Physical Trade Shows

Discussion Forums

iPhone Applet

Light Reading Virtual ChannelCisco Days

*Executive Briefing Center

SMR, Twitter, SP360, Cross promote

Blogs

TelePresence


Cisco ASR 9000Post-Launch Momentum

Post-Launch Objectives:

Keep ASR 9000 top of mind

Continue “cool factor” for ASR line

Post-Launch Strategy: Develop targeted programs for top accountsReinforce ASR 9000 messaging via web 2.0 programs


ASR Post-Launch StrategyTargeted and Web 2.0 Programs

See

Compare

Download

Play Anticipate

Talk

Experience

Keep ASR 9000 momentum going with innovative marketing

Cisco ASR 9000 Series

iPhone App

EdgeQuest 2Teaser Ads & Videos

Technical Test Drive

Dynamic Web Site

WidgetViral Video &Web Ads &

Social Media


Example 1 EdgeQuest 2 Tournament

2-week long global contest, top 3 wins each week

Promoted via social media globally, TechTarget, LightReading features and direct marketing in US Pre Launch Post

Play


Example 2Valentine’s Day Video

Pre Launch Post

Talk

“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!!!


ResourcesLearn More About What Cisco Service Provider Is Doing

Follow us on Twitter:

Service Provider (SP): http://twitter.com/ciscosp360

SP Mobility: http://twitter.com/ciscospmobility

SP Video: http://twitter.com/ciscospvideo

SP Data Center & Virtualization: http://twitter.com/spdatacenter

Other resources:

Slideshare: http://slideshare.net/ciscosp360

YouTube: http://youtube.com/ciscosp360

Blog: http://blogs.cisco.com/sp

Cisco SR 9000 Techedgeweekly site: http://techedgeweekly.com


Many Thanks to…

Melissa Mines, Doug Webster and Deb Strickland of Cisco for their contributions.

Petra Neigerxeesm.com/petra


Technology

Virtual, Viral, Visual - Cisco ASR 9000 Launch Strategy