China’s Cisco Interaction Network (CIN): Winner of the 2011 Golden Award
Every year, the Internet Marketing Committee of China (IMCC) gives out a Golden Award to recognize individuals who have displayed outstanding contributions to the realm of Internet Marketing in Greater China. For 2011, China’s Cisco Interaction Network (CIN) team won the Golden Award, so we wanted to take a moment to highlight their program.
An online initiative launched in China in June 2009, CIN is a communications resource focused upon delivering technology and business content and workshops. Over the past two years, its total registrants have doubled to nearly 42,000 individuals, and workshop attendees have escalated by over 400%, which portrays the fact that an increasing number of Chinese customers are interested in having two-way engagements while learning from technology experts. The program’s efforts were enhanced by online and social media tactics such as quarterly newsletters and consistently communicating with their fans on their Sina Weibo site (China’s most widely used microblogging website akin to a hybrid of Twitter and Facebook).
Why has this program been so well-received by the Chinese market?
What is so unique about CIN is that its events are virtual, localized to its audience, and they provide a variety of different opportunities for the viewers to interact with Cisco experts. The program offers content in innovative formats such as quarterly live webcasts, TV shows with live Q & A sessions, VODs (videos on demand), and follow-up WebEx workshops, through which customers can interact with one another after events. All of these have resulted in Cisco employees being able to share relevant and useful information optimally with customers in addition to deeper engagements between the two parties. Mandarin voice over was added to anything said in foreign languages to cater to the local audiences in China, and customers commented that they especially liked the virtual webinars that they could join when they wanted, wherever they wanted. Although the program was designed to reinforce general Cisco brand awareness, it has also been successful in acquiring new contacts, generating leads, and driving potential customers from awareness to consideration to preference of Cisco products and services.
Congratulations to everyone who has contributed to the successes of the CIN program!
To learn more about CIN: www.cisco.com/go/cn/cin