Trying to tell a story with a very technical product is challenging for many B2B brands. Many struggle to get their message across in a succinct and efficient way, but most of all, many of these brands struggle with creativity. Creativity is an essential component of effective marketing, and creativity was definitely the route Cisco took. We took a chance and actually humanized our network fabric family, the Network Convergence System (NCS). By incorporating user-owned videos with humorous scenarios, leveraging popular Vine celebrities, and making the NCS’ benefits visual, we were able to thoroughly tell its story and make it relatable to everyone – not just the technical crowd.
The campaign was all encompassing of all things social. The integrative campaign (official hashtag #SystemForIoE) used Twitter, Facebook, Google+, Vine, community, blogs, Storify and SlideShare. If there was an audience that needed to be reached, Cisco was going to reach them.
Combining humor with technology
The NCS was designed to meet the demands of the Internet of Everything (IoE), Cisco’s flagship campaign defined as connecting people, processes, data and things. We needed to find a creative way to showcase the campaign’s key messages that made sense to the global audience as they were targeting many regions, including Latin America, Middle East, Europe, Asia-Pac and the United States. After sifting through a few dozen ideas and thousands of different humorous clips from around the world, we decided on the top three clips that resonated best with all the different countries. This is one of Read More »
Tags: #SystemForIoE, facebook, graphics, humor, launch, Service Provider, social media, twitter, vine, youtube
It’s February 14, and Valentine’s Day is already trending on Twitter. It’s estimated that more than 60% of adults will take time today to honor the important relationships in their lives. According to History.com, approximately 150 million cards and gifts will be sent. Couples will go on dates, friends will celebrate, and millions of people will exchange loving sentiments. Social media sites will light up with Valentine’s Day comments and pictures of happy couples, gifts, candy, and flower arrangements. It will dominate your newsfeeds and social streams, but what else do social media and Valentine’s Day have in common? Here are 5 things they share (and what you can learn from it).
1. A celebration of relationships.
When I was a child, I couldn’t wait for the Valentine’s Day gift exchange at school. It was a bright spot in the middle of a dreary winter season. I would carefully select a Valentine’s Day card for each of my classmates and drop it into a decorated box. I’d quickly run back to my own box, empty it out, and sort through all of the cards. I felt special. Important. Believe it or not, a similar scenario occurs daily on social sites like Facebook and Twitter. Think about it. These sites offer the digital equivalent of the Valentine’s Day card exchange. We create an online “box” and decorate it with pictures, profile information, and branding. We then encourage people to visit our boxes and “like” or “follow” them. When someone likes a social page, a relationship begins. With any blossoming relationship, what you do next is very im Read More »
Tags: digital engagement, relationships, social media, Valentine's Day
In a world where we are increasingly connected, and other’s opinions or reviews are more accessible than ever, marketing must evolve to keep up. Consumers want, and expect, ‘on-demand’ marketing –customized marketing that caters to what they need, when they want it, and is extremely responsive. 59% of consumers who have experienced personalization believe it has a noticeable influence on their spending. That percentage cannot be ignored –and with all the data available from connected devices and social media –there is no reason it should be.
Social media interactions are a part of many customers’ routine. For marketing, these interactions provide valuable insights and data. Companies like Julep Beauty leverage social media to interact with their customers, discover what they want, and quickly create, test, and sell new products. When negative reviews or comments come up, they promptly address the issue. This allows customers to feel like their voices are being heard and helps position the brand as a company that cares and is responsive to its customers.
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Tags: best practices, Big Data, Internet of Everything, marketing, optimization, personalized marketing, social media
I was recently on a panel entitled “It’s 12 o’clock. Do you know where your buyers are?”at the In2 Summit and the question of the panel immediately struck me as already answered long ago. The topic: does content marketing work and can you reach the right people? One of my fellow panelists, Mark Stouse, VP of global communications and customer connect at BMC Software said something that really hit home. According to him one of our biggest issues as communicators right now is trust. At first I didn’t understand what he meant but then realized he is absolutely right. With social media there is a lot of noise, so our goal is to stand out and gain our audience trust. We can do this with the content we create and by engaging with them on the social channels they are on. Read More »
Tags: content marketing, social, social media
It’s the holiday season, and ’tis the season for giving!
Since one-third of donations occur in the month of December (source: Network for Good, Chronicle of Philanthropy), digital plays an increasing role in expanding the reach of requests for donations, in creating a propensity to give, and in delivering connected experiences that even themselves provide community benefit.
Known as ‘digital philanthropy,’ more and more donations are digital and utilizing mobile, social media, web and video. Growth of online donating has increased to 11.8% year-over-year, while overall giving increased 3.8% (source: Blackbaud, Charitable Giving Report: How Nonprofit Fundraising Performed in 2012, February 2013).
Easy Giving via Text Message
Donations come in all sizes and packages. The one we often hear about most is donating money via text message. To donate for typhoon relief in the Philippines via the Salvation Army, for example, all you need to do is text TYPHOON to 80888. And with just a click or two you’ve made a contribution. Quick, simple and immediate.
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Tags: digital, Mark Yolton, mobile, philanthropy, social media, video, web