Professional Documents
Culture Documents
Cisco Systems: Launching The ASR 1000 Series Router Using Social Media Marketing
Cisco Systems: Launching The ASR 1000 Series Router Using Social Media Marketing
Launching the ASR 1000 Series Router Using Social Media Marketing
Group-10
Ayush Singla PGP10076
Siddharth Kashyap PGP10120
M Vamsi Bhaskar PGP10090
Rakesh Kunbi PGP10028
Sourabh Tondale PGP10116
G Bhavana Sravanthi PGP10083
Kakumanu Keerthi Priya PGP10086
Brief overview of the case.
•Cisco launched its campaign through several social and digital platforms and
capture the footfall
• Cisco ASR 1000 Social Media Release got more than 1300 hits in Google
• The Video Widget was viewed 35000 times within a month of release
• Facebook Live community attracted 546 users on Feb,27,2008
• More than 40000 people participated in the Edge Quest game where
winning price was $10000
• Organized Live Concert on Second Life which was used by more 1000
employees of Cisco
How does Cisco assess the return on marketing investment from social
media campaigns?
•The ASR 1000 Series launch was judged by Cisco to be a very successful campaign, based on its reach, richness of customer
interactions, and the significant cost savings relative to a traditional campaign using mass media
•Cisco assessed the market investment return on Social media campaigns based on:
• Cisco reached technical audience through unconventional channels such as a virtual game and Second Life. These were
heavily frequented by technical audiences compared to Fakebook these unconventional channels were more effective
• The User generated content on Facebook got most traffic and attention . The user generated content was more successful
• Not everything was successful. The contests on the Edge quest game were successful sometimes and sometimes they
were not so successful based on other contests at the time. So the return was not always the same on this efforts
• The Social media investments were augmented with the other Telepresence to discuss and learn more about the new
series. Thus ensuring that the interest of the customers gets translated into sales. This approach was highly successful as
it was launched in 100 countries
Can other B2B companies use social media for product
marketing like Cisco did?
Social media has become one of the most critical marketing phenomena, and social media has
been used as a promising way to connect customers more intensively with brands and goods
Cisco decided to explore digital tools and social games avenues to reach its target client – the
technical community