A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included.
Oct 2009 - Jan 2010 results:
- 77,730 unique hits
- 23,234 downloads
- 25,658 Facebook fans
- Played in 130 countries by over 2,500 institutions
- Press and analyst coverage
3. The Concept Encourage learning and/or a walk down memory lane Become a telecom CEO making research, technology and business decisions Translate speeds and feeds into end user value Become a CEO. Change the World.http://www.cisco.com/go/myplannet
4. External Communications Strategy Get the word out using multiple angles: online, offline and on the go Find ways to insert into Cisco-driven learning initiatives Establish presence in various Cisco service provider campaigns and programs Identify standalone promotion opportunities Take advantage of paid, owned and earned media Tightly integrate with social media to increase word-of-mouth promotion
5. External Communications Tactics Inform Act Participate Forrester Podcast Listen Direct Email Shows and Events (Demos, URL Cards, Signage) Web, Widget Integration Welcome Ad Cross Links Public kick-off at ITU Geneva in Oct 2009: game demo, URL cards, blogs, tweets Banners Content Synd Newsletters Read Biz Card-sized URL Card DCoF* Virtual Booth Facebook Fan Page, Ad *Data Center of the Future Cisco, Event and Third Party Blogs myCiscoCommunity JIVE Platform Integration *myPlanNet Game Support Page. Game also available from Cisco Mobility and Collaboration Communities Socialize Twitter, Slideshare, StumbleUpon, YouTube, FB Program Integration Bookmark and Share Sales “Pass Along” Assets *Broadband Stimulus, University Relations, Sales, Partner,Launch integration *Functionality on web site Cisco Learning Network* *Home Page, Game Arcade, Green IT Page, Discussion Forum, Facebook Shoutout Videos EBC* Customer Courtesy Laptops Watch Digital Signage *Executive Briefing Center
10. Video trailerWe decided to make this a downloadable game because the game is so big (almost 50MB) that it would have provided for a poor user experience online.
15. Available from landing page, links to landing page andFacebook fan pageMost commonly used for online help, “how to”-s, and learning about and/or sharing game details.
20. Tremendous organic growthMainly used for quick comments and likes in response to higher level posts, global participation in socially competitive fun, mini games.
21. Communication Assets Video Trailer Banner Electronic and Print URL CardsTrade Show/Event Signage HTML and “Pass Along” Emails
45. Social Media Execution Events/ Programs SM Objectives Channels Content Note: specifics have been removed
46. Example #1: Connecting to Corporate Initiatives: Cisco’s 25th Anniversary Cisco Celebrates 25 Yearscorporate press release Cisco myPlanNet:Evolution of the Internetover the past 25 years Service Provider blog Cisco Celebrates 25 Yearscorporate blogs
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48. Point people to Cisco’s Broadband Stimulus program (in return Broadband Stimulus program helped cross-promote Cisco myPlanNet for a while)
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50. Many Thanks to… Don Nelson, Stephen Liu and Robert Sealey of Cisco Service Provider Marketing for their help with executing the go-to-market strategy and many thanks to all the groups and individuals on the extended team involved in the development of Cisco myPlanNet Created by Petra Neiger http://xeesm.com/petra http://www.twitter.com/petra1400