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Broadcast Recap: How to Build, Cultivate, and Measure Success in the New Web

January 28, 2011 at 12:42 pm PST

Yesterday I had the chance to host a live broadcast with social media guru Brian Solis—our first Partner Velocity Virtual Engagement. In our hour-long session, Engage: How to Build, Cultivate, and Measure Success in the New Web, Brian discussed the importance of building engagement with both current and potential customers through new social media tools.

Here’s a replay of our broadcast in case you missed it.

Want to learn the tips that Brian shared? Here’s a recap of our broadcast. Read More »

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Cultural insight is marketing’s untapped resource

Anthropologist Grant McCracken, author of Chief Culture Officer, stresses the importance of cultural expertise and how it can be used to create advantages and build successful business and marketing strategies. Read More »

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Movie Web Sites: A missed chance to engage audiences?

FACT: A box office blockbuster hit movie results in big web traffic numbers at the site managed by major motion picture studio. But the big audience draw at an official movie web site is temporary.

In 2009, I put together this chart on the web sites of three biggest films of 2008. The movie web sites for the top 3 films of 2008 nabbed about 500,000 unique visitors when the movies launched in theaters. About half that traffic number you’ll find on the sites a few months later when the DVD releases for the same film titles are promoted.

Top 10 Grossing Movies of 2010

I recently looked at some ComScore traffic statistics for the web sites of the top ten grossing movies of 2010 ; I discovered the trend of rapidly rising and falling web traffic at movie web sites has not changed since 2008.

In fact, the top 10 films of 2010 drew even more web traffic than ever – most every top 10 film drew over 1 million unique visitors to the official site at the time of film release. After the release, traffic to the official movie web site falls precipitously, maybe returning to about ½ of the numbers at the time of the DVD release.


Despite being a long term franchise, Shrek.com site only experiences traffic when a new title in the series is in theaters.

Eventually the movie sites are abandoned or just stay online and have few visitors. This happens quite often because there is no new content or little social engagement on the movie sites to motivate fans to come back.

As outlined an IDC whitepaper (offered here by the Cisco Media Solutions Group), the average movie promotional web site costs $1 to $3 million to design, develop and host during the theatrical release (typically 4-6 weeks of heavy traffic). Those costs includes all design and development, staffing and technology infrastructure.

It’s amazing to consider all these resources are applied towards a single movie site while the audiences visit, leave and never come back. It makes you wonder what the return on the investment is.

Chris Thilk agrees – Thilk runs a web site MovieMarketingMadness.com. On his site, he covers how major movie studios market their films, especially digitally. In a post he wrote for AdAge.com called ‘Why Do Most Movie Web Sites Suck’ (subscription required), Thilk faults studios for not committing to the conversation around their movies on the Facebook pages they’ve created for their movie titles. He also wonders why the official movie sites do not have as much information as the Facebook pages:

I keep noticing big gaps between what I know has been created and what is available on official movies sites, which are (in theory) supposed to be a movie’s central hub of information. Often missing are bios on the stars, other versions of the trailer (especially after you’ve seen them on TV), photo galleries and more.

Chris Thilk also hits on a theme we’ve blogged about here many times he believes a movie marketing web site should be the central hub for the conversation around a film title. Facebook, Twitter, YouTube comments can all be aggregated back on the main movie site, while social tools should be added to the movie site so fans can share content from the main site with their social networks like Facebook (read a related Cisco blog post on how social sharing features can drive audience back to a branded entertainment web site).

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3 Do’s and Don’ts of Mobile Marketing to Customers

January 12, 2011 at 5:38 pm PST

Mobile is the most overhyped thing of all time.


So says Alex Dunsdson who leads M&C Saatchi Strategy Group on development of portable content initiatives for business.

The self-professed “mobile realist” led a session for partners at Partner Velocity last December called Mobile is the “Next Frontier of Marketing — How Can You Get Started without Falling Off the Edge?” (Full session replay available on the Partner Velocity site.)

There are more smart phones sold now than PCs, he says. What’s more, a staggering 90% of people have their mobile phones within one meter of themselves at all times.

So how do you leverage that opportunity to use mobile to market to your customers? We chatted with Alex to find out his thoughts and learn some mobile do’s and don’ts.

What else did he say? Here are 3 mobile marketing tips he shared.
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How to Build, Cultivate, and Measure Success in the New Web

January 11, 2011 at 8:59 am PST

briansolisWe heard from so many partners at our Barcelona Partner Velocity event in December and on our Cisco Channels Facebook page that this is the year you’re going to start a new marketing plan and become more active in social media.

Is this the year you’re going to make your Twitter debut? Will you drive more customers to your blog in 2011? Want to better engage your fans via Facebook?

Whatever your goals, we’ve got a way to ensure that your 2011 marketing efforts get off to a great start.

Reserve your spot at our first Partner Velocity Virtual Engagement of the year on January 27 and you’ll get a chance to ask author and social media thought leader Brian Solis your social media marketing questions.

Read on to find out how to secure your spot.
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