Tuesday, March 4, 2008

Leveraging Social Media and Web 2.0 in a Product Launch

Part of the reason I've been a lazy blogger lately is that I have been consumed with launching "the most powerful compact router every created" - the Cisco ASR 1000 Series Routers. It's been a fun launch and we pulled out all of the web 2.0 stops creating a Virual. Viral. Visual. launch. Here's a laundry list of how we leveraged Web 2.0:

  • Pre-Launch Uber User Site - We leveraged light hearted videos on this site and posted them on YouTube to maximize visibility.
  • Facebook Group - This was part of the pre-launch so I was able write about this one in an earlier post and even shared our process and tips here.
  • Interactive 3-D Game - I would like to give kudos to the vendor - Somnio - who helped us create this very cool online game. "EDGE QUEST" offers our audience a fun and engaging way to learn about the product and interact with the Cisco brand - a no-brainer given the playing statistics of online games.
  • Social Media Web Widget - Again kudos to Somnio here for the development of Cisco's first web widget that 'lets our content free' by allowing users to embed it on their site (as shown below).


  • Social Media Release (SMR) - It's been nearly a year since I stumbled across and wrote about SMRs. What make them different from a traditional release? It's the approach and the fact that a SMR leverages and highlights all of the social aspects of the announcement.
  • Second Life Presence - We were able to leverage Second Life pre-launch by hosting a countdown party and post launch by walking through a product demo.
    Other Stuff - We also leveraged sites like Digg, del.icio.us, Technorati, Reddit and StumbleUpon - we also have a focused blogger outreach program and a pretty cool looking launch page.

Want to know more about this launch? I'll be presenting on March 26 with Wilson Craig, PR Manager at Cisco for the Silcon Valley American Marketing Association to share processes, best practices and results.

1 comment:

Jessica said...

Looks like Cisco is now getting into the Web 2.0 game big time, with the launch of their external Wiki.

http://supportwiki.cisco.com

It will be interesting to see how Cisco grows and uses this over time.