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Cisco ūmi: Can You See Me Now? A New Market, A New Product, A New Experience (case study)

February 10, 2011 - 0 Comments

What is Cisco ūmi? Think of it as a TV-based video conferencing tool designed for consumers to help stay connected with our loved ones (for now in the US). You and the person you want to connect with each get a Cisco ūmi, hook it up to your TV, pay a monthly fee and you’re ready to chat away with grandma and grandpa on the East Coast or with your son or daughter in college. Wondering how to set it up? Check out Cisco ūmi social media manager, Zoya Fallah’s blog and first video message using this product. Then, read Alisa’s story on how she used ūmi to connect with grandpa.

Now that you have a better understanding of what Cisco ūmi is and what it does, let’s shift gears. The purpose of this blog post is to share with you how we introduced this product. This launch wasn’t just about a new product, but about a new experience…Our goal was to show through a variety of tools and methods how Cisco ūmi can help bring people together in real time…and in high def. Because when you can’t be with your loved ones in person, why not be with them over high-def video? Why not feel so close that you can practically touch each other?

Here is what the team did and their key takeaways. Speaking of takeaways, I want to highlight actionable (or active) listening. By now, we all realize that social media listening is important. But listening in social media is only as good as what you do with the information you uncover. The goal of listening should not be a pretty PowerPoint deck at the end of each quarter or each month. Instead, take what you’ve learned and act on it. That’s why we call it actionable, or active, listening. This implies another point: just because you have uncovered something in social media, it doesn’t mean that your findings should remain within your social media team. Integrating your learnings from social media listening into your overall business is not a “nice-to-do” thing. It’s a must.

View more presentations from Petra Neiger.

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