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Web, Video & Social: TechwiseTV Energy Efficiency in the Data Center Social Media Plan

Wondering how to launch your new social media presence with a splash? Try an online video series with established techno-geeks and offer sneak peaks for tier 2-3 bloggers for some extra online publicity!

» Situation:

Cisco was entering in the Data Center market with no previous experience, limited budget and long-time partnerships that were soon-to-be competitors. Cisco had created an online tech TV program that had gain some traction in its established market, and wanted to add new market entry to its portfolio.

» Action:

We created a special show all about energy efficiency in the data center–both hot topics at the time and continue to be so.  The business unit wanted to maximize its investment in the show and marketing resources, so we created social media presence to work the grassroots angle.  But most data center experts wouldn’t give Cisco the air space.  So we went after the geek’s-geek and created a social media campaign to promote the show, social media interaction and tap into the Tier 2 and 3 blogosphere with an exclusive sneak preview plan to garner endorsements and underground press.

Check out the online episode social media plan that launched a full-scale social media presence for Cisco’s Data Center.

» Result:

One of the highest participants rates during the live online show–more than 5,500 viewers, ongoing 15,000 viewers within the first 3 months.  During the show, we received more than 209 interactive questions with our experts via online question panel and Twitter. We got 47 bloggers to offer reviews and share with their readers, plus made life-long fans. In addition converted 42% of views to leads and launched social media presence that soared in popularity. Plus, we set a precedence for how to launch shows via social media for the future.

About the author

Melissa Kennedy

I am an innovative, practical problem-solver with an MBA. Pioneered one of the first social media strategic plans for a Fortune 100 company, including monthly online TV program viewed by 120,000 customers. Created a scalable channel marketing service model and established a new customer communication channel through partner web syndication. Developed marketing plan for start-up technology firm. Launched first comprehensive marketing campaign for major science and technology university's $1 Billion fund-raising effort. Award-winning performance for 15 years across functions, industries and organizations.

My passion for results goes beyond professional pursuits. I am a global facilitator and co-organizer of Startup Weekends and serve as an advocate and volunteer for many local charities including Food Bank of Central/Eastern NC, North Carolina International Affairs Council and Connected Women of North Carolina. Plus, I have served as the President for the Triangle Interactive Marketing Association,

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