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Semelhante a Digital Cribs: Activating the Voice-of-the-Consumer Through User-Generated Video (20)
Digital Cribs: Activating the Voice-of-the-Consumer Through User-Generated Video
- 1. Digital Cribs: Activating the Voice-of-the-
Customer thru User Generated Video
CM Summit
Ken Wirt, VP Consumer Marketing
Cisco
6-7-10
14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 1
- 2. The Problem/Objectives
– Home Networking
Only 60% of homes with broadband have a home
network
#1 reason for not having a home network:
- “I don’t know what I’d do with one”
Aspirational
- Someone I identify with
- How they use a home network
Global, efficient, engaging
14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 2
- 4. The Professionals = Template
Paramore
• “Twilight” film
• Paul Van Dyk
• German DJ – 3M albums
• Shane Battier
• NBA
• Graham Hill – Treehugger.com
• Martha Lane Fox – Lastminute.com
• Lincoln Schatz – video artist
14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 4
- 5. Semi-Pros Worldwide Contest
Filmaka.com
• 800+ worldwide film makers
• Robin Glass
• Brazilian musician
• Mike Cotton
• UK surfer
• Patrick Smith
• Japanese wildlife videography
14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 5
- 6. User Generated Contest
Heaven / Hell
• Best home network
• Why I need a new home network
• Range of content
• Philippine art student
• Home automation
• Hungarian utility worker
• Voting activated personal networks
14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 6
- 7. Student Films – NYU / USC
8 Films per school
• Worked with film schools
• Juried competition
• Incredible subjects
• Tim Ferriss – 4 Hr Work Week
• Ballet Podcaster – 2M views
• David Malan – Harvard top prof
• Meditating monks
14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 7
- 8. Results
Traffic
4x traffic
350K views
67% are new visitors to Cisco.com
Search results for DC increased from 4 to 34K
User Engagement
167+ videos
15 countries
85K ratings, 23K comments
100+ social media placements
2008 Webby Honoree
Gained market share
One of the best performing business units
14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 8
- 9. Learnings
Templates
Student Power
International engagement
Subjects drive traffic
“Real” stories drive
engagement
14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 9
- 10. 14743_06_2008 © 2008 Cisco Systems, Inc. All rights reserved. 10