Marketing 2.0: Evolution of Contest Marketing at Cisco
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1 Marketing 2.0 Evolution of Contest Marketing at Cisco A Case Study From Cisco Marketing Organization‟s Perspective September 2010
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The following case study- “Marketing 2.0: Evolution of Contest Marketing at Cisco” compares three video contests led by three different organizations within Cisco over the past two years who collaborated to showcase best practices and the overall impact of social media video contests on marketing. Please keep in mind that there are several differentiating factors between the three contests as new social media channels such as Twitter, Facebook, and LinkedIn have developed and been more heavily used by businesses over the past two years.
Transcript of Marketing 2.0: Evolution of Contest Marketing at Cisco
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Marketing 2.0 Evolution of Contest Marketing at Cisco
A Case Study From Cisco Marketing Organization‟s Perspective
September 2010
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Digital Cribs„Heaven or Hell‟
„Why I Want Cisco Telepresence‟
„What If Your TV Could..?”
http://bit.ly/d7O4nj
http://bit.ly/9eUAdI
www.ciscocontest.com
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The following case study compares three video contests led by three different organizations within Cisco over the past two years who collaborated to showcase best practices and the overall impact of social media video contests on marketing.
Please keep in mind that there are several differentiating factors between the three contests as new social media
channels such as Twitter, Facebook, and LinkedIn have developed and been more heavily used by businesses over
the past two years.
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Cisco Service Provider Game MarketingContest Comparison
Digital Cribs
“Heaven or Hell‟
“Why I Want Cisco
Telepresence”
“What If Your
TV Could…?”
Contest
Launch Dates
10/28/2008-11/28/2008
1 month
06/23/2009-10/09/2009
3.5 months
05/13/2010-07/13/2010
2 months
Contest Details
Create a video 3 minutes
or less
Global program
Create a video 3 minutes
or less
Global program
Create a video 3 minutes
or less
Global program
Contest Location Online Online Online
Contest Focus Awareness Product Awareness Awareness
Contest Objectives
Generate video submissions,
awareness & views of all
Digital Cribs video content
Drive end user driven viral
communication about Cisco
Telepresence using video
submissions.
Get fun, creative, technology
video submissions from
consumers to help increase
perception of Cisco as a leader
in the video space
Prize Structures
(2) USD$10,000
(10) USD$500
TOTAL= USD$25,000
(2) USD $3000
(2) USD$1000
TOTAL= USD$8,000
+5 hours free Telepresence
(1) USD$10,000
(3) USD$500
TOTAL= USD$11,500
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Cisco Service Provider Contest MarketingMarketing Comparison
Digital Cribs
“Heaven or Hell”
“Why I Want Cisco
Telepresence”
“What If Your TV
Could….?”
Promotional Budget
(excl. prizes)$63,500 $25,000 $20,000
Introduction Method Traditional and social Traditional and social
Traditional and social
Introduced internally first to
encourage pass-along also
included „seeded videos‟ created
at local events
Unique Marketing
Techniques Used for
Each Campaign
Heavy focused on video syndication of submitted videos
Blogger outreach to traditional Cisco segments
Vibrant media advertising
Contest promotion internally
Contest promoted in executive Blogs
LinkedIn & Twitter added to the promotional mix
Tweeted ideas to spark people‟s imagination
Targeted outreach to non-traditional Cisco segments via social media and live locations (Mommy blogger outreach, certain schools)
Poster created for email distribution and displayed in local businesses and schools
Promotion integrated into events and conferences
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Cisco Service Provider Contest MarketingContest Comparison
Digital Cribs
“Heaven or Hell”
“Why I Want Cisco
Telepresence”
“What If Your TV
Could….?”
Total Accepted
Video Submissions50 25 178
Total Video Views
(over entire contest
period) 350,000 32,000 5,900,000
Average Views per
Day (scaled to
account for varying
duration)11,700 views per day 300 views per day 98,000 views per day
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By the “What If Your TV Could…” campaign, we learned how to promote a contest at less than 1/3 the cost of the “Heaven
or Hell” promotional budget and reached more people
BUT…
How well did the new marketing techniques used for the “What If Your TV Could…” contest work?
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We Planted the Seed by Creating a Cisco TV Contest Brand…
Twitter. New Account @CiscoContest
Objective
Contest-specific account
Follow targeted audience
Results
155 followers in 10 weeks
Total reach: 488,636
174 Tweets
* Twitter only. Excludes 1000‟s of mommy blogger followers, write-ups in many other online publications and blogs, and Facebook.
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…Which Many Have Embraced: WOM* Promotion Appeared on Over 47 Sites
*WOM = word of mouth
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Mommy Bloggers: 12 Influential Bloggers
Objective
Increase reach by engaging a pre-determined set of influential mommy bloggers
Ask to promote contest to their followers, and submit their own video for Flip giveaways
Results
Over 1,293 comments on mommy blogger sites
Generated 307 hits to the Contest web page
Total Reach: 122,786
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Mommy Bloggers in Action
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College and Specialty School Outreach
Objective
Reach students in media programs to encourage video submissions
Mail posters (email and US post) for distribution on campus
Results
Reached over 65,000 students
Drove over 1,200+ visitors to contest page
.
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Targeted Outreach via Posters at Colleges, Specialty Schools and BusinessesTraditional methods help seed the contest even in the virtual world.
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Paid Promotion on Social Media Channel
Objective
To extend the reach of the contest via social media channels
Strategy
8 sub-campaigns for test and deployment
The 2 strategies to place media within Facebook are based on cost-per-click and cost-per-thousand impressions payment methods
Results
• 203.5 Million impressions – with slightly over 50,000 converting to the landing pages and campaign visitors
• The ROI for this program has been 3-4X the performance of similar programs
• The net CPM basis was $0.08 per 1,000 impressions vs. $0.63 + for comparable “Cisco” programs
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Global tax laws must be considered for contest marketing and legal terms and conditions
Multiple prizes helped boost awareness and video submissions
Clearly identify your target audience prior to contest to ensure promoting to relevant outlets
Promotional spend helped increase awareness of the contest
Video syndication and blogger outreach helped promote contest
Announcing more than 1 winner was a good idea but a higher-value grand prize augmentedwith more smaller prizes would have helped boost participation
Determining stakeholders is crucial to contest success
Promotional spend critical behind success of campaign
Created an easy-to-remember URL
Ensure contest rules are put-in-place early on to (example: using the popularity vote to create a community and spread virally)
Duration of contest is very important to sustain momentum
Blogger and college outreach were very effective and helped increased awareness
Go-to-market strategy was fully integrated and worked well
Not only did introducing the contest internally first helped with testing but it also helped increase “pass along” effect
Creating an event to announce winners not only helped extend the life of the contest but also provided a platform to share Cisco‟s vision of video, thus directly tying back the contest to related solutions
Early seeding with sample videos submissions spurred ideas and provided content from day 1
2008Digital Cribs
“Heaven or Hell”
2009“Why I Want Cisco
Telepresence””
2010“What If Your TV
Could…?”
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Objective
Use opportunity to announce via a live social stream broadcast to position Cisco
as a thought leader in the video market & to give „share of voice‟ to the greater
community.
Impact?
Achieved 15x playback rate during the post-live broadcast period
Tweets around live broadcast reached over 50,000 followers on Twitter
Cisco‟s Murali Nemani, Director of Video
Solutions Marketing, Cisco Service Provider
Marketing, will announce the contest winners
and discuss Cisco‟s role in helping to develop
new television platforms that give consumers
more of what they want.
Live UStream Event Combined with Talk2Cisco
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Contest + Event Combo Has Exceeded Expectations for Cisco TV Contest…
Video submissions: 178
Video requests (# of times videos were viewed): 5,900,000
Comments/Ratings Average: 22,000 ratings, 1,000+ comments
Event attendees: 1,609 attendees
Total reach: 488,636
…BUT we wish we had known or done a few things sooner
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9 Lessons Learned
1. Test: Test and test front and back end web functionality and video loading in all browsers. (If your contest requires a certain browser, make sure you state it up front)
2. Metrics and Rules: Ensuring that clear metrics and contest rules are established before you begin your program.
3. Start of promotion: Beginning blogger outreach one week prior to the contest versus during the contest will help further increase word-of-mouth marketing.
4. Resources: Estimating amount of time and effort it takes to sustain social media momentum throughout the contest period.
5. Continued Momentum: Lining up team members dedicated to engaging in social media long term and splitting the workload among them. Making this part of somebody‟s job responsibilities, hiring part-time and/or temporary help would help further.
6. Timing of announcement: Leaving two weeks before announcing winner in order to get winners on Telepresence.
7. Budget: Promotional spend is critical to the success of the campaign. Don‟t underestimate budget. A video contest including promotional spend and building out the website costs an average of $100,000.
8. Prizes: Make sure the prizes are motivating & the contest is FUN.
9. Collaboration: Willingness to learn from and share with each other to develop a successful benchmark.
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Many Thanks to…Doug Webster, Robert Barlow, Murali Nemani, Deborah Strickland, Sara Cicero, Stacy Melillo Spognardi, Mike Kisch, Richard
Mullen, Jeffrey Marusak, Steve Lau, Paul Lanyi, LaSandra Brill, Heike Stabenow, Karen Snell, Dennis Marpuri, Petra Neiger,
Leslie Lau, Don Nelson, David Deans, Rhoda Rosales, Martin Hardee, Alex Pista, Brian Gin, Patricia Klein, Stephen Liu,
Merwin Shanmugasundaram, Janet Starkey Wallin, and Lindsay Kniffin of Cisco for their contributions to this presentation and
partnership on the Contest.
A very big thank you to everyone who promoted the contest using social media channels.
Supporting Agencies:
3Marketeers-Social Media Support & Facebook Ads
New Marketing Labs-Social Media Support
Somnio-Video Design
Solution Set-Back end vendor
The Platform-Front end vendor
Artua LLC / "STK BIS" LLC-”TV” logo designer
By Zoya Fallah
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