Cisco Systems took the launch of the their Cisco ASR 100 series routers onto Web2.0 and many blog commentators have highlighted how this has made its routers sexy again.
Wrote Lidija Davis of ReadWriteWeb,
Cisco says they met their goal of increasing visibility and involving their audience by using the social Web, creating buzz and building a community at a negligible cost; a soft cost that involved time, resources, and creativity instead of budget.
Given the state of the US economy right now, the social Web seems to be the smartest choice corporations (or individuals) can make if they want to create passion and excitement for their brand - at a soft cost.
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The biggest lesson here is this: Routers aren't sexy. If Cisco can make a router exciting enough for social media, you too can utilize social media to create a buzz about.
If you wanted a textbook guide, here are the social media steps taken by Cisco.
ASR 100 Launch Campaign Steps
1. Created a fun micro site directed at uber users (the tech and early adopter audience) to help create and spread buzz.
2. Cross posted videos from the micro site to YouTube to extend reach.
3. Established Second Life presence that included a countdown calculator and pre event live concert to increase visibility; research showed much of their audience is on Second Life.
4. Created a FaceBook group to cater to users not part of Second Life.
5. Created an interactive 3D game - Edge Quest - to attract the large gaming audience.
6. Created a widget that holds a collection of key videos, documents and images that allows sharing for their content, while remaining on their server.
7. Blogged about it on the Cisco blog to try and intrigue bloggers and customers.
8. Heightened buzz with press with a vague two paragraph teaser press release to extend press coverage and fuel buzz.
9. Created a social media release to reach out to bloggers.
10. Introduced product via live online event; video on Second Life that was cross posted on FaceBook and YouTube.
11. Created 'Ask the Expert' - a forum where customers could talk to the engineers that created the product.
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