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Cisco Systems:
Launching the ASR 1000 Series Router Using Social Media Marketing Business Context
•Cisco Systems, Inc., founded ~ means of scientists form Stanford University in 1984. The between nations leading company in networking for the Internet. •Company had 68,000 employees worldwide. $39.5 billion sales, 13% increase rate and $8.1 billion get income in 2008. •Provided networking solutions, including hardware, software, and furniture. •After 5 years development and invested $ 250 millions, Cisco launched a commencing product, ASR1000 Series, to meet market trend and customers’ demands. Key Business Drivers
ASR 1000 Series
•Rising requirement for greater bandwidth requirement due to increasing mobilize and distributed workforce and extending complexity and intensity of applications. •In 2008, 70% companies intended to greaten bandwidth and 43% of them planned to blow up in next 24 months, resulting in place of traffic gap that ASR 1000 Series have existence designed to fill. Digital launching strategetics for ASR 1000 Series
•Growing sweep of social media.
•Market shift to Web 2.0.
•Cisco and ASR 1000 series are internet-based brand and products. Results
•ASR 1000 Series expatiate was judged by Cisco to have ~ing a successful campaign. •Not everything worked well and however had concern in ROI and far-reaching term planning. The success of this scheme can be attributed to the following innovate launching strategy: •“Eat its own dog pabulum”: promote the product in its first copy digital market. •Involve the Human Network: contain ber users to build digital communities. oExclusive microsite in favor of users to share information.
oCreate Facebook, Cisco blogs and forums to arrange channel to communicate with customers oEngage customers despite more understanding of QFP via 3-D undertaking, “Edge Commanders”. •Digital marketing: the pristine product to have 100% digital marketing. oFormally launched from one side Live Follow-the-sun online end and approach to more than 100 countries worldwide. •Time contrivance: all activities...
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