When Cisco decided to introduce its new Aggregated Services Router (ASR) exclusively online to reach their target audience (network engineers), the news itself attracted a great deal of media attention. But when the official campaign numbers came out, there were plenty of latte spit-takes from all, even the “gurus” of social media-dom. Here are just some of the highlights:
9,000 people attended the social media product launch event (90 times more attendees than in the past)
Nearly three times as many press articles than traditional outreach methods
More than 1,000 blog posts and 40 million online impressions
One-sixth the cost of a traditional launch (shaving over $100,000 off its launch expenses)
Cisco’s use of social media and gaming channels for its product launch is a shining example of online marketing done right. No newbie to social media, Cisco was not shy leveraging its 22 blogs, 300+ YouTube channels, 100,000+ Facebook fans, or 2 million Twitter followers. Cisco developed content specific to the launch, including a social media widget, a 3D game, and a virtual concert in Second Life featuring eight rock bands.
I was going to aggregate all the details of this case study here but then found Casey Hibbard’s superb post on Social Media Examiner. No point reinventing the wheel so here is the full monty on Cisco’s B2B Social Media Case Study. Enjoy!
MarketingProf’s SocialTech 2010 brings together the visionaries and experts who are using the power of social media to transform the way that B2B technology companies market their products and services.
October 26, 2010
8:30am to 6:00pm PST
Attend in person ($695) at San Jose, CA, or online ($99). Register here.
Social Convergence & The Enterprise: Case Studies & Roundtables will have over 300 communications, marketing, customer service, human resources, and technology professionals from large- and mid-sized organizations across B2C and B2B industries. The conference will consist of several case study presentations in the general auditorium, followed by two moderated interactive roundtables on very specific topics. The event will also host a networking breakfast and networking breaks in between sessions.
WHEN July 21, 2010, 8:30 AM until 1:00 PM
WHERE The Graduate Center of The City University of NY
365 Fifth Avenue (at 34th Street)
Conference Level C
New York, NY 10016