Cisco Systems

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.

They had utilized

the digital channel
Cisco systems was through different
founded in 1984 dynamics like
providing microsite, teaser
hardware, videos, YouTube,
software and Facebook, blogs,
network services Cisco is about to 3D games, Live
for enterprises, launch its new Concert, “Ask The
government, Aggregation Expert” forum
service providers Service Router and attractive
and individuals (ASR) 1000 series calculators, etc

In FY 2008 Cisco’s Cisco adopted the Cisco got a huge

sales was $39.5B launch strategy to footfall by their
having net income be “Virtually, new light hearted
of $8.1B, an Visually, Virally and humorous
increase of 13% and Green” marketing
techniques that
attracted their
technical audience
 Was the ASR 1000 launch campaign a success? How
would you measure the success of the launch campaign?

•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?

User of social media can be

internal or external based on
Yes, B2B customers tend to
the context (i.e Corporate B2B environment sensitivity
appreciate the use of social
and Employee users are depends upon the presence
media, as information from
internal to the company of stakeholders in the
such interactions can provide
while external users can be channel
valuable feedback
Professional, Customer or
Civilian)

Social media also allows to

Cost incurred in digital
adopt light hearted and
medium is way less than the
humorous approach to target
physical medium
user
How does Cisco link the value proposition of the product and the
company to the social media campaigns?

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

From single-way contact to open, two-way conversation

From launch activities to establishing enduring consumer relationships

From Blogs to Community Building

Thank You