The Sky is Falling – oh no it’s worse, IPv4 addresses are running out! That was they key message in the latest Cisco campaign that utilized an integrated social media approach to get its message across. Video was the anchor of this high touch campaign which involved the viewers by allowing them to select the ending of the story and drove them to the Cisco landing page. However it was the integrated social media approach that really set this campaign apart and is the type of planning that should go into every social campaign. One key success factor was that they tapped into existing communities – the Cisco myPlanNet campaign (which by the way was the winner for the B2B integrated social media awards last year had a following in the tens of thousands and rather than start a new community the team tapped into this community to spread awareness about the IPv4/IPv6 campaign. Other existing communities on Twitter, LinkedIn and even Cisco’s Support Forum were also leveraged in addition to blogging about it on the Cisco Service Provider blog.
The results – over 50,000 video views in the first three months – the second most viewed Service Provider video of all time after the first four months! It’s no wonder that this campaign was a runner-up in the B2B integrated social media awards category; congrats to EMC for winning first place for their mega launch! It’s also worth mentioning that Cisco did take home the first place spot for the viral video category which I posted about last week – you can read about it here!
To get the back story of this campaign I was able to meet with Stephen Liu, Senior Manager of the Service Provider Marketing team who was yet again the mastermind behind this successful production. Stephen provides an overview of the campaign, shares some of the impressive metrics and ends with some best practices which he believed led to the success of this campaign (hint: humor and tapping into established communities!). Check it out!
An independent label manager in the audience of the SXSW Music panel, complained there are too many social networks for musicians and label / artist managers to keep up with. He wondered which ones are the most important to maintain presences on. Moderator Bill Werde, Editorial Director of Billboard Magazine, Michael Fiebach of the digital marketing and management agency Fame House and Paul Sinclair, SVP of Digital Media of Atlantic Records offer some strategy for this independent label manager asking the question.
As Paul Sinclair pointed out, musicians shouldn’t chase every new social network that comes along. But at a minimum, musicians are expected to have a dialog with their fans on Facebook and Twitter, and then use the conversations there to drive fans back to the artist web site.
At another SXSW 2011 panel about social networks and musicians titled ‘Musicians and the Social Graph’, DJ and video producer Mike Relm offered to the audience that musicians should take the time to figure out which social networks and services lend themselves best to the kind of conversation they want to have with fans. Relm offers that he primarily focuses on YouTube because he’s focused mostly on the production of video content. Yet he still uses the videos to drive fans back to his web site – http://mikerelm.com :
If Facebook and Twitter are the main social networks musicians are expected to engage with fans on, which other social networking services are important to fans? At the ‘Social Graph’ panel, Jonathan Crowley, Director of Business Development for Foursquare, talked about how rock giants Soundgardenused the location based social network. Twitter’s Jonathan Adams and SF Music Tech’s Brian Zisk joined the conversation, explaining how messages from musicians over social networks can then be amplified by their own fans.
Personally, I wasn’t using Foursquare as a music fan at SXSW 2011. It turns out if I had been following some of my favorite bands on Foursquare, I would have been let on the news that they were playing some secret shows. Please use the comments section below for any thoughts on the video conversations offered in this post.
There are many social media sites that have turned out to have been fads, but it’s hard to imagine the greater social media movement grinding to a halt. Author Erik Qualman says social media is here to stay, and companies must embrace it. Where do you see social media going? Do you think it’s a fad? Read More »
A picture might be worth 1000 words but an award winning video could be worth over $80M in follow-on sales opportunities. In a recent video campaign to promote the ASR 9000 Edge Router, the Service Provider Marketing team at Cisco challenged the community to test drive its non-stop video experience by using a remote controlled robot arm to pull out the route switch processor card and watch how the ASR 9000 continues streaming video – uninterrupted! To schedule a test drive and see for yourself, click here and reserve your spot today!
With metrics like that it’s no wonder this campaign was a finalist in the viral video category of the B2B Social Media Awards! This campaign is now up for a People’s Choice Award so PLEASE VOTE, it will take less than ten seconds!
In this short video I met with Stephen Liu, Senior Manager of the Service Provider Marketing team who was the mastermind behind this production. Stephen provides an overview of the campaign, shares some of the impressive metrics and ends with some best practices which he believed led to the success of this campaign (hint: a clear call to action!). Check it out!
Since starting my role in Cisco Channels social media some three years ago, I’ve been asked a lot of questions: “What video camera should I buy?” “Who do you like to follow on Twitter?” “Who does your hair?” (OK, no one’s actually asked me the last question, but drop me a note in the comments if you really want to know.)
But the most commonly asked questions that I hear over and over are: How do I get started with social media, what are the best tools to use, and how do I engage more customers? Well, in the interest of helping Cisco partners around the globe achieve resounding social media success, I’m happy to announce our new Channels blog series: Social Media Spotlight!
In this series, my fellow Channels blogger Kalpana Ettenson and I will be addressing any and all social media questions that you have. For starters, we want you to post your most burning social media questions in the comments below so we can address them in upcoming blog posts.
And we also have a few topics planned based on questions we’ve gotten in the past…Read More »