1. MARKETING
CASE STUDY
Social Media Campaign for Cisco
Systems in Switzerland
13.03.13

2. ZHAW School of Management and Law
w.1Int2_GM FS13: Integration 2 - General Management
2 Case: Institute for Marketing Management (IMM)
Task 5: Localization
GMTZ09E: Ellen Girod
WELCOME
Who we are.

3. Introduction: of the task and chosen methodology ’2
Analysis: of media behavior in Switzerland / B2B ’8
Recommendations: Swiss adaptation of campaign ’5
with focus on communication mix
Discussion: engagement marketing ’10
AGENDA
What will happen in the next 30min?

4. Introduction: of the task and chosen methodology ’2
Analysis: of media behavior in Switzerland / B2B ’8
Recommendations: Swiss adaptation of campaign ’5
with focus on communication mix
Discussion: engagement marketing ’10
AGENDA
What will happen in the next 30min?

5. DiscussionRecommendationsAnalysisIntroduction
5
INTRODUCTION.

6. DiscussionRecommendationsAnalysisIntroduction
6
THE THEORY.
THE CASE:
Launch of the successor model of ASR 1000 Series Edge Router in Switzerland
THE CASE AND IT’S OBJECTIVES
How can Ciscos U.S. campaign be adopted to Swiss market?

7. DiscussionRecommendationsAnalysisIntroduction
7
THE THEORY.
THE CASE:
Launch of the successor model of ASR 1000 Series Edge Router in Switzerland
THE OBJECTIVES:
Maintain former goals of case study and its mantra (3xV)
Analyze the media behavior of the relevant target groups in the Swiss market
Adopt the communication mix for a successful campaign in Switzerland
THE CASE AND IT’S OBJECTIVES
How can Ciscos U.S. campaign be adopted to Swiss market?

8. DiscussionRecommendationsAnalysisIntroduction
8
THE THEORY.
THE METHODOLOGY
Procedure model of marketing planning.

9. DiscussionRecommendationsAnalysisIntroduction
9
THE THEORY.
THE METHODOLOGY
Procedure model of marketing planning.
1 group task: Analysis of media
behavior in Switzerland

10. DiscussionRecommendationsAnalysisIntroduction
10
THE THEORY.
THE METHODOLOGY
Procedure model of marketing planning.
Given by the case
Small group task: Smooth
adjustments for Switzerland
1 group task: Analysis of media
behavior in Switzerland

11. DiscussionRecommendationsAnalysisIntroduction
11
THE THEORY.
THE METHODOLOGY
Procedure model of marketing planning.
Given by the case
Small group task: Smooth
adjustments for Switzerland
1 group task: Analysis of media
behavior in Switzerland
Analysis

12. DiscussionRecommendationsAnalysisIntroduction
12
THE THEORY.
THE METHODOLOGY
Procedure model of marketing planning.
Given by the case
Small group task: Smooth
adjustments for Switzerland
1 group task: Analysis of media
behavior in Switzerland
2 group task: Communication focus
and digital tactics for Swiss B2B market
Analysis

13. DiscussionRecommendationsAnalysisIntroduction
13
THE THEORY.
THE METHODOLOGY
Procedure model of marketing planning.
Given by the case
Small group task: Smooth
adjustments for Switzerland
1 group task: Analysis of media
behavior in Switzerland
2 group task: Communication focus
and digital tactics for Swiss B2B market
3 group task: Social media
communication mix and plan for the
launch in Switzerland
Analysis

14. DiscussionRecommendationsAnalysisIntroduction
14
THE THEORY.
THE METHODOLOGY
Procedure model of marketing planning.
Given by the case
Small group task: Smooth
adjustments for Switzerland
1 group task: Analysis of media
behavior in Switzerland
2 group task: Communication focus
and digital tactics for Swiss B2B market
3 group task: Social media
communication mix and plan for the
launch in Switzerland
AnalysisRecommendation

15. DiscussionRecommendationsAnalysisIntroduction
15
THE THEORY.
THE METHODOLOGY
Procedure model of marketing planning.
Given by the case
Small group task: Smooth
adjustments for Switzerland
1 group task: Analysis of media
behavior in Switzerland
2 group task: Communication focus
and digital tactics for Swiss B2B market
3 group task: Social media
communication mix and plan for the
launch in Switzerland
AnalysisRecommendation
Other group

16. DiscussionRecommendationsIntroduction Analysis
ANALYSIS.

17. DiscussionRecommendationsIntroduction Analysis
AGENDA
Introduction: of the task and chosen methodology ’2
Analysis: of media behavior in Switzerland ’8
Recommendations: swiss adaptation of campaign ’5
with focus on communication mix
Discussion: engagement marketing ’10

18. DiscussionRecommendationsIntroduction Analysis
AGENDA
Introduction: of the task and chosen methodology ’2
Analysis: of media behavior in Switzerland ’8
Recommendations: swiss adaptation of campaign ’5
with focus on communication mix
Discussion: engagement marketing ’10

20. DiscussionRecommendationsIntroduction
w
Analysis
ANALYSIS
Used resources.
And of course: www.bfs.admin.ch (Bundesamt für Statistik)

21. DiscussionRecommendationsIntroduction
w
Analysis
MEDIA BEHAVIOR.

22. DiscussionRecommendationsIntroduction Analysis
MEDIA BEHAVOIR IN SWITZERLAND
Internet is Switzerland’s most relevant media.
Source: Y&R Group Switzerland, Media use index 2012

23. DiscussionRecommendationsIntroduction Analysis
MEDIA BEHAVOIR IN SWITZERLAND
Mobile internet is becoming a mass media.
Source: Y&R Group Switzerland, Media use index 2012

24. DiscussionRecommendationsIntroduction Analysis
INTERNET UTILISATION IN SWITZERLAND
Almost 80% of the population is online.
Source: www.bfs.admin.ch / Net-Metrix Base.

25. DiscussionRecommendationsIntroduction Analysis
INTERNET UTILISATION IN SWITZERLAND
5’300’000 internet users in Switzerland.
Source: www.bfs.admin.ch / Net-Metrix Base.

26. DiscussionRecommendationsIntroduction Analysis
INTERNET UTILISATION IN SWITZERLAND
But: compared to the U.S. Switzerland is lagging behind.
Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, “Forschungsbericht: Internet Anwendungen und deren Nutzung in der Schweiz”

27. DiscussionRecommendationsIntroduction Analysis
WEB 2.0
DEVELOPMENT.

28. DiscussionRecommendationsIntroduction Analysis
WEB 2.0 DEVELOPMENT IN SWITZERLAND
Extremely fast.
Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch

29. DiscussionRecommendationsIntroduction Analysis
WEB 2.0 DEVELOPMENT IN SWITZERLAND
Print is dead.
Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch

30. DiscussionRecommendationsIntroduction Analysis
WEB 2.0 DEVELOPMENT IN SWITZERLAND
Long live social media.
Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch

31. DiscussionRecommendationsIntroduction Analysis
DEMOGRAPHICS
OF CISCOS
TARGET GROUP.

32. DiscussionRecommendationsIntroduction Analysis
DEMOGRAPHICS OF THE TARGET GROUP
BDM & TDM are Digital Immigrants (30-54yrs) and they go mobile.
Source: Y&R Group Switzerland, Media use index 2012

33. DiscussionRecommendationsIntroduction Analysis
DEMOGRAPHICS OF THE TARGET GROUP
More men than women are online.
Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, “Forschungsbericht: Internet Anwendungen und deren Nutzung in der Schweiz”

34. DiscussionRecommendationsIntroduction Analysis
DEMOGRAPHICS OF THE TARGET GROUP
Practical apps beat entertaining ones.
Source: Y&R Group Switzerland, Media use index 2012

35. DiscussionRecommendationsIntroduction Analysis
DEMOGRAPHICS OF THE TARGET GROUP
High educated groups don’t prefer online games.
Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, “Forschungsbericht: Internet Anwendungen und deren Nutzung in der Schweiz”

36. DiscussionRecommendationsIntroduction Analysis
BUSINESS
COMMUNITIES.

37. DiscussionRecommendationsIntroduction Analysis
BUSINESS GOES SOCIAL MEDIA
Big enterprises are leading the social web.
Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012

38. DiscussionRecommendationsIntroduction Analysis
BUSINESS GOES SOCIAL MEDIA
Facebook in pole position.
Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?

39. DiscussionRecommendationsIntroduction Analysis
BUSINESS GOES SOCIAL MEDIA
Facebook in pole position.
Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012

40. DiscussionRecommendationsIntroduction Analysis
B2B CONTEXT.

41. DiscussionRecommendationsIntroduction Analysis
B2B GOES SOCIAL MEDIA
More than half from B2B context.
Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012

42. DiscussionRecommendationsIntroduction Analysis
B2B GOES SOCIAL MEDIA
Only 19.3% of B2B state social media as currently relevant.
Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?

43. DiscussionRecommendationsIntroduction Analysis
B2B GOES SOCIAL MEDIA
But 40% of B2B state social media as relevant development for 2013.
Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?

44. DiscussionRecommendationsIntroduction Analysis
B2B GOES ONLINE
An interesting perspective from Germany.
Source: Virtual Identity, Webnutzung Deutscher B2B Entscheider, 2009

45. DiscussionRecommendationsIntroduction Analysis
#1 The use of (mobile) internet in CH increases dynamically.
#2 80% of the Swiss population is online.
#3 Print is dead. Long live social media.
#4 94% of big Swiss companies are on social media.
#5 Facebook is in pole position.
#6 B2B decision maker spend 2h per day online.
Source: Virtual Identity, Webnutzung Deutscher B2B Entscheider, 2009
Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?
Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012
Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch
Source: www.bfs.admin.ch / Net-Metrix Base.
Source: Y&R Group Switzerland, Media use index 2012
SUMMARY.

47. DiscussionRecommendationsIntroduction Analysis
 #1 Virtually: Only employ digital media channels
(zero spendings on tv / print / live)
 #2 Visually: Rich media video and interactive multimedia
games to engage prospects
 #3 Virally: Emphasize viral marketing and aim to build
communities of über users who would spread
the word (WOM, influential)
 #4 Green: No print or live roadshows
MANTRA.

48. DiscussionRecommendationsIntroduction Analysis
 #1 Virtually: Only employ digital media channels
(zero spendings on tv / print / live)
 #2 Visually: Rich media video and interactive multimedia
games to engage prospects
 #3 Virally: Emphasize viral marketing and aim to build
communities of über users who would spread
the word (WOM, influential)
 #4 Green: No print or live roadshows
MANTRA.

49. DiscussionRecommendationsIntroduction Analysis
 #1 Virtually: Only employ digital media channels
(zero spendings on tv / print / live)
 #2 Visually: Rich media video and interactive multimedia
games to engage prospects
 #3 Virally: Emphasize viral marketing and aim to build
communities of über users who would spread
the word (WOM, influential)
 #4 Green: No print or live roadshows
MANTRA.

50. DiscussionRecommendationsIntroduction Analysis
 #1 Virtually: Only employ digital media channels
(zero spendings on tv / print / live)
 #2 Visually: Rich media video and interactive multimedia
games to engage prospects
 #3 Virally: Emphasize viral marketing and aim to build
communities of über users who would spread
the word (WOM, influential)
 #4 Green: No print or live roadshows
MANTRA.

51. DiscussionRecommendationsIntroduction Analysis
 #1 Virtually: Only employ digital media channels
(zero spendings on tv / print / live)
 #2 Visually: Rich media video and interactive multimedia
games to engage prospects
 #3 Virally: Emphasize viral marketing and aim to build
communities of über users who would spread
the word (WOM, influential)
 #4 Green: No print or live roadshows
MANTRA.

53. DiscussionRecommendationsIntroduction Analysis
 #1 Awareness: Increase awareness among BDMs (business
decision makers) and TDMs (technology decision
makers) working for service providers & large enterprises
 #2 Social: Create a cool & fun atmosphere and show the
human/social side
 #3 Sustainable: Deliver an online launch that’s sustainable
 #4 SOV: Increase the online share of voice
GOALS.

54. DiscussionRecommendationsIntroduction Analysis
 #1 Awareness: Increase awareness among BDMs (business
decision makers) and TDMs (technology decision
makers) working for service providers & large enterprises
 #2 Social: Create a cool & fun atmosphere and show the
human/social side
 #3 Sustainable: Deliver an online launch that’s sustainable
 #4 SOV: Increase the online share of voice
GOALS.

55. DiscussionRecommendationsIntroduction Analysis
 #1 Awareness: Increase awareness among BDMs (business
decision makers) and TDMs (technology decision
makers) working for service providers & large enterprises
 #2 Social: Create a cool & fun atmosphere and show the
human/social side
 #3 Sustainable: Deliver an online launch that’s sustainable
 #4 SOV: Increase the online share of voice
 #5 Mobile: Emphasis (technological & content side) on
mobile devices
 #6 Pre-buzz: Generate involvement by
creating a pre-launch buzz
GOALS.

56. #5MOBILE.

57. #6PRE-BUZZ.
#ASR1000
#cisco
“finally in CH!”
“can’t wait for the launch..”

58. DiscussionAnalysisIntroduction Recommendations
RECOMMENDATIONS.

59. DiscussionAnalysisIntroduction Recommendations
MAIN FOCUS WITHIN THE MARKETING MIX
Xxx
AGENDA
Introduction: of the task and chosen methodology ’2
Analysis: of media behavior in Switzerland ’8
Recommendations: Swiss adaptation of campaign ’5
with focus on communication mix
Discussion: engagement marketing ’10

61. DiscussionAnalysisIntroduction Recommendations
MAIN FOCUS WITHIN THE MARKETING MIX
Focus on localization of digital communication.
Marketing trends toward digital communication:
Engagement marketing: from interruption to integration with customers context
Inbound marketing: get into dialogue with your customer
Content marketing: emphasis on your content (is king)
Digital tactitcs & tools (Placement):
Agile Commerce: multi channel approach
Positioning & content strategy (Promotion):
Integrated communication: same key-visual, one claim, one hashtag
Consumer behavior: Communication in the age of information overload
Use of infographics (viral potential)
Use of testimonials / storytelling
User generated content (UGC) & content curation

62. AGILE
COMMERCE.

63. INTEGRATED
COMMUNICATION.

64. TONEOFVOICE.

65. INFOGRAPHICS.

66. TESTIMONIALS.

67. TESTIMONIALS.

68. UGC.

70. DiscussionAnalysisIntroduction Recommendations
SOCIAL MEDIA COMMUNICATION MIX
The musts.
Musts Outlay / Reason why Objective
Landing page /
Microsite
Main content / fun & social /
pre-buzz generation
Active operation:
Generation of main content
Blog /
Content curation
Might be part of landing page Active operation: Generation
of content & Dialogue

71. LANDINGPAGE.

72. BLOG.

73. BLOG.

74. CONTENT
CURATION.

75. DiscussionAnalysisIntroduction Recommendations
SOCIAL MEDIA COMMUNICATION MIX
The musts.
Musts Outlay / Reason why Objective
Landing page /
Microsite
Main content / fun & social /
pre-buzz generation
Active operation:
Generation of main content
Blog /
Content curation
Might be part of landing page Active operation: Generation
of content & Dialogue
Facebook Still a must in Switzerland Active operation:
Dialogue
Twitter Important for PR, as most journalists are there Active operation:
Dialogue
XING More popular in Switzerland than LinkedIn Active operation:
Dialogue

76. FACEBOOK.

77. TWITTER.

78. XING.

79. DiscussionAnalysisIntroduction Recommendations
SOCIAL MEDIA COMMUNICATION MIX
The musts.
Musts Outlay / Reason why Objective
Landing page /
Microsite
Main content / fun & social /
pre-buzz generation
Active operation:
Generation of main content
Blog /
Content curation
Might be part of landing page Active operation: Generation
of content & Dialogue
YouTube Content Database: videos Passive operation:
Distribution of content
Flickr Content Database: visuals, photos &
infographics
Passive operation:
Distribution of content
Slideshare Content Database: PPT presentations,
whitpapers & infographics
Passive operation:
Distribution of content
Facebook Still a must in Switzerland Active operation:
Dialogue
Twitter Important for PR, as most journalists are there Active operation:
Dialogue
XING More popular in Switzerland than LinkedIn Active operation:
Dialogue

80. DiscussionAnalysisIntroduction Recommendations
SOCIAL MEDIA COMMUNICATION MIX
The nice to haves.
Nice to have Outlay / Reason why Objective
LinkedIn Depends on budget Active operation:
Distribution of content
Webinar Depends on budget Active operation: Dialogue &
Distribution of content
Web Tools / Apps Depends on budget Active operation: Dialogue

81. DiscussionAnalysisIntroduction Recommendations
SOCIAL MEDIA COMMUNICATION MIX
The don’ts.
Go without Outlay / Reason why
Google+ Doesn’t work in Switzerland;
invest in Google adWords instead (SEO)
Online Game Not our targed group (low educated, young)
Pinterest Not our target group (young, creative, female)
Second Life No comment ;- )
Online Event «Fish where the fish are in Switzerland»
what works in U.S. doesn’t have to work in Switezerland

82. DiscussionAnalysisIntroduction Recommendations
SOCIAL MEDIA COMMUNICATION MIX
Summary of goals and actions.
#1 Awareness
#2 Social aspect
#3 Sustainable
connection
#4 Share of voice
#5 Mobile
#6 Pre-buzz
Virtual
Visual
Viral
MANTRA LOCALISATION ISTRUMENTSGOALS

83. RecommendationsAnalysisIntroduction Discussion
DISCUSSION.

84. RecommendationsAnalysisIntroduction Discussion
AGENDA
Introduction: of the task and chosen methodology ’2
Analysis: of media behavior in Switzerland ’8
Recommendations: Swiss adaptation of campaign ’5
with focus on communication mix
Discussion: engagement marketing ’10

85. ENGAGEMENT
MARKETING?

86. Show video via YouTube:
http://www.youtube.com/watch?v=LDY4IDzaxqU
..sorry had some troubles with Adobe.

87. Got the idea of engagement marketing?
Away from passive consumption
of messages toward a beneficial
relationship with the brand.
Personal experience with
engagement marketing?
Professionall experience with
engagement marketing?

88. THANKS.
QUESTIONS?
The case of Cisco Systems and
Social Media
13.03.13