Social Media Case (ZHAW)

MARKETING CASE STUDYSocial Media Campaign for Cisco Systems in Switzerland13.03.13

ZHAW School of Management and Law

w.1Int2_GM FS13: Integration 2 - General Management

2 Case: Institute for Marketing Management (IMM)

Task 5: Localization

GMTZ09E: Ellen Girod

WELCOMEWho we are.

Introduction: of the task and chosen methodology ’2

Analysis: of media behavior in Switzerland / B2B ’8

Recommendations: Swiss adaptation of campaign ’5with focus on communication mix

Discussion: engagement marketing ’10

AGENDAWhat will happen in the next 30min?


Analysis: of media behavior in Switzerland / B2B ’8



AGENDAWhat will happen in the next 30min?

DiscussionRecommendationsAnalysisIntroduction

5

INTRODUCTION.


6

THE THEORY.

THE CASE: Launch of the successor model of ASR 1000 Series Edge Router in Switzerland

THE CASE AND IT’S OBJECTIVESHow can Ciscos U.S. campaign be adopted to Swiss market?


7

THE THEORY.

THE CASE: Launch of the successor model of ASR 1000 Series Edge Router in Switzerland

THE OBJECTIVES:Maintain former goals of case study and its mantra (3xV)

Analyze the media behavior of the relevant target groups in the Swiss market

Adopt the communication mix for a successful campaign in Switzerland

THE CASE AND IT’S OBJECTIVESHow can Ciscos U.S. campaign be adopted to Swiss market?


8

THE THEORY.

THE METHODOLOGYProcedure model of marketing planning.


9

THE THEORY.


1 group task: Analysis of media behavior in Switzerland


10

THE THEORY.


Given by the caseSmall group task: Smooth adjustments for Switzerland



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THE THEORY.




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THE THEORY.




2 group task: Communication focus and digital tactics for Swiss B2B market

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THE THEORY.





3 group task: Social media communication mix and plan for the launch in Switzerland

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THE THEORY.






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THE THEORY.






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Other group

DiscussionRecommendationsIntroduction Analysis

ANALYSIS.


AGENDA


Analysis: of media behavior in Switzerland ’8

Recommendations: swiss adaptation of campaign ’5with focus on communication mix



AGENDA



Recommendations: swiss adaptation of campaign ’5with focus on communication mix


DiscussionRecommendationsIntroduction

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Analysis

ANALYSISUsed resources.

And of course: www.bfs.admin.ch (Bundesamt für Statistik)

DiscussionRecommendationsIntroduction

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Analysis

MEDIA BEHAVIOR.


MEDIA BEHAVOIR IN SWITZERLANDInternet is Switzerland’s most relevant media.

• Internet plays the main role

throughout all generations

• 90% of our target group state

internet as most important

(B2B opinion leaders are Digital

Immigrants 30-54yrs)

Source: Y&R Group Switzerland, Media use index 2012


MEDIA BEHAVOIR IN SWITZERLANDMobile internet is becoming a mass media.

• Internet rises

• Other media stagnates

• 54% surf internet on their smartphone

(2012), (47% growth since 2010)



INTERNET UTILISATION IN SWITZERLANDAlmost 80% of the population is online.

79.3% surf the web more

then once a week

Source: www.bfs.admin.ch / Net-Metrix Base.


INTERNET UTILISATION IN SWITZERLAND5’300’000 internet users in Switzerland.

There are 5’300’000 internet

users in Switzerland



INTERNET UTILISATION IN SWITZERLANDBut: compared to the U.S. Switzerland is lagging behind.

Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, “Forschungsbericht: Internet Anwendungen und deren Nutzung in der Schweiz”

• Approximately 1 ¾ hours

per day in the internet

• Heavy users U.S. 29%

• Heavy users CH 18%


WEB 2.0 DEVELOPMENT.


WEB 2.0 DEVELOPMENT IN SWITZERLANDExtremely fast.

The development of internet is

highly dynamic

Source: UNIZH, Institut für Publizistikwissenschaft und Medienforschung, www.mediachange.ch


WEB 2.0 DEVELOPMENT IN SWITZERLANDPrint is dead.

Digital beats print



WEB 2.0 DEVELOPMENT IN SWITZERLANDLong live social media.

10’000’000 hours are spent in

social media per month in

Switzerland



DEMOGRAPHICS OF CISCOS

TARGET GROUP.


DEMOGRAPHICS OF THE TARGET GROUPBDM & TDM are Digital Immigrants (30-54yrs) and they go mobile.

The usage of mobile internet

of Digital Immigrants rises



DEMOGRAPHICS OF THE TARGET GROUPMore men than women are online.

Men use the internet more

then women

-> IT- opinion leaders are

mostly men



DEMOGRAPHICS OF THE TARGET GROUPPractical apps beat entertaining ones.

The target group (DI) uses

more practical apps than the

entertaining ones



DEMOGRAPHICS OF THE TARGET GROUPHigh educated groups don’t prefer online games.

Online games are mostly

appreciated by the groups of the

lowest education level

- >Ergo: our target group (high

educated) is not into online games



BUSINESSCOMMUNITIES.


BUSINESS GOES SOCIAL MEDIABig enterprises are leading the social web.

66% of Swiss companies and

NPO are on social media

- > as general benchmark

94% of Swiss big enterprises are online

- > big enterprises as the target group

Source: Bernet PR & ZHAW AL, Vom Hype zum Handwerk: Studie Social Media Schweiz 2012


BUSINESS GOES SOCIAL MEDIAFacebook in pole position.

• 68.5% of Swiss companies

are active on Facebook

• Followed by YouTube, Xing

and Twitter

Source: ZHAW, SML, Swiss Social Media Report 2012, Socia Media-Wüste Schweiz?


BUSINESS GOES SOCIAL MEDIAFacebook in pole position.

• 84% of Swiss companies and

NPO are on Facebook

• Followed by YouTube, Twitter and

Xing



B2B CONTEXT.


B2B GOES SOCIAL MEDIAMore than half from B2B context.

• 27% are B2C and B2B

• 34% are only B2B

• total of 61%



B2B GOES SOCIAL MEDIAOnly 19.3% of B2B state social media as currently relevant.


only 19.3% of B2B state som

marketing as important


B2B GOES SOCIAL MEDIABut 40% of B2B state social media as relevant development for 2013.


while 40% of those B2B state som marketing as

important development in the year 2013

- > kind of a dissonance?


B2B GOES ONLINEAn interesting perspective from Germany.

Source: Virtual Identity, Webnutzung Deutscher B2B Entscheider, 2009

B2B decision maker spend almost

2 hours working time per day in the web

- > These are the results of 2009 (!)


#1 The use of (mobile) internet in CH increases dynamically.

#2 80% of the Swiss population is online.

#3 Print is dead. Long live social media.

#4 94% of big Swiss companies are on social media.

#5 Facebook is in pole position.

#6 B2B decision maker spend 2h per day online.Source: Virtual Identity, Webnutzung Deutscher B2B Entscheider, 2009






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#1 Virtually: Only employ digital media channels (zero spendings on tv / print / live)

#2 Visually: Rich media video and interactive multimedia games to engage prospects

#3 Virally: Emphasize viral marketing and aim to build communities of über users who would spread the word (WOM, influential)

#4 Green: No print or live roadshowsMA

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Emphasis on royalty-free access of existent content instead






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Emphasis on royalty-free access of existent content instead


#1 Awareness: Increase awareness among BDMs (business decision makers) and TDMs (technology decision makers) working for service providers & large enterprises

#2 Social: Create a cool & fun atmosphere and show the human/social side

#3 Sustainable: Deliver an online launch that’s sustainable

#4 SOV: Increase the online share of voice

GO

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#5 Mobile: Emphasis (technological & content side) on mobile devices

#6 Pre-buzz: Generate involvement by creating a pre-launch buzzG

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#5

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#6

PR

E-B

UZ

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#ASR1000

#cisco

“finally in CH!”

“can’t wait for the launch..”

DiscussionAnalysisIntroduction Recommendations

RECOMMENDATIONS.


MAIN FOCUS WITHIN THE MARKETING MIXXxx

AGENDA






MAIN FOCUS WITHIN THE MARKETING MIXFocus on localization of digital communication.

Marketing trends toward digital communication:Engagement marketing: from interruption to integration with customers context

Inbound marketing: get into dialogue with your customerContent marketing: emphasis on your content (is king)

Digital tactitcs & tools (Placement):Agile Commerce: multi channel approach

Positioning & content strategy (Promotion):Integrated communication: same key-visual, one claim, one hashtag

Consumer behavior: Communication in the age of information overloadUse of infographics (viral potential)

Use of testimonials / storytellingUser generated content (UGC) & content curation

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SOCIAL MEDIA COMMUNICATION MIXThe musts.

Musts Outlay / Reason why Objective

Landing page / Microsite

Main content / fun & social / pre-buzz generation

Active operation: Generation of main content

Blog / Content curation

Might be part of landing page Active operation: Generation of content & Dialogue

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Facebook Still a must in Switzerland Active operation: Dialogue

Twitter Important for PR, as most journalists are there Active operation: Dialogue

XING More popular in Switzerland than LinkedIn Active operation: Dialogue

FAC

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TW

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YouTube Content Database: videos Passive operation: Distribution of content

Flickr Content Database: visuals, photos & infographics

Passive operation: Distribution of content

Slideshare Content Database: PPT presentations, whitpapers & infographics

Passive operation: Distribution of content

Facebook Still a must in Switzerland Active operation: Dialogue

Twitter Important for PR, as most journalists are there Active operation: Dialogue

XING More popular in Switzerland than LinkedIn Active operation: Dialogue


SOCIAL MEDIA COMMUNICATION MIXThe nice to haves.

Nice to have Outlay / Reason why Objective

LinkedIn Depends on budget Active operation: Distribution of content

Webinar Depends on budget Active operation: Dialogue &Distribution of content

Web Tools / Apps Depends on budget Active operation: Dialogue


SOCIAL MEDIA COMMUNICATION MIXThe don’ts.

Go without Outlay / Reason why

Google+ Doesn’t work in Switzerland; invest in Google adWords instead (SEO)

Online Game Not our targed group (low educated, young)

Pinterest Not our target group (young, creative, female)

Second Life No comment ;- )

Online Event «Fish where the fish are in Switzerland» what works in U.S. doesn’t have to work in Switezerland


SOCIAL MEDIA COMMUNICATION MIXSummary of goals and actions.

#1 Awareness

#2 Social aspect

#3 Sustainable connection

#4 Share of voice

#5 Mobile

#6 Pre-buzz

VirtualVisualViral

MANTRA LOCALISATION ISTRUMENTS

Social Networks

(2way communictaion) Content Plattform

(1way communication)

Microblogging /

Content curationLanding page /

Blog

GOALS

RecommendationsAnalysisIntroduction Discussion

DISCUSSION.

RecommendationsAnalysisIntroduction Discussion

AGENDA





ENGAGEMENT MARKETING?

Show video via YouTube: http://www.youtube.com/watch?v=LDY4IDzaxqU

..sorry had some troubles with Adobe.

Got the idea of engagement marketing?

Away from passive consumption of messages toward a beneficial

relationship with the brand.

Personal experience with engagement marketing?

Professionall experience with engagement marketing?

THANKS. QUESTIONS? The case of Cisco Systems and Social Media13.03.13

Technology

Social Media Case (ZHAW)