Cisco umi: Driving Awareness through Social Media

© 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.


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


•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


WebMobile

Video

Contests

Special

Offers

Actionable

Listening

Partner

Marketing

Celebrity

Influencer

Outreach


How did we use social media on our Cisco ūmi

platforms?


OpenID on Cisco ūmi

marketing websitedrives visitors to

Facebook

500,000+ Visitors to

Cisco marketing

website

Thousands of “Likes”

on Cisco.com videos

linked to Facebook


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


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


How did we leverage influencers and partners to

drive social media awareness around Cisco ūmi?


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


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


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


How did we listen and engage with our Cisco ūmi

fans?


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


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


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


• 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


Social Media Strategy and Execution

3Marketeers

Social Media Applications on Facebook

Involver

WildFire

Facebook Strategy and Media

Facebook

Experiential Marketing

The Marketing Arm

Product and Celebrity Videos

Ogilvy

PR

The Outcast Agency


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

[email protected]

mailto:[email protected]

Thank you

Cisco umi: Driving Awareness through Social Media

Education

Transcript of Cisco umi: Driving Awareness through Social Media