思科FY04Q3核心技術(shù)公關(guān)推廣計(jì)劃書.ppt

Cisco Core Technical FY04 Q3 PR PlanBFC Dec 29. 2003,Content,Where are we today Where will we get there How will we get there,Where are we today,3,3,3, 2003 Cisco Systems, Inc. All rights reserved.,Presentation_ID,Cisco PR Analysis-Media Coverage Analysis,In November, Cisco enhanced its media coverage fastest. In Dec tech 的傳播量很大 主要原因事件驅(qū)動(dòng)世界 ATM發(fā)布 Core Tech Roadshow Cisco 12800 launch,Product Cat 6500 Cat 2970 Cisco 12800 Cisco 7600 FSB,Solution Cisco 12800 background FSB update briefing IPV6 3/7交換,Core tech requirement,Cisco PR Analysis-Media Coverage Analysis,By now, North China is the hub for PR activities,Besides North China, West Chinas media coverage increased more than other areas.,Media coverage by region,Cisco PR Analysis-Media Coverage Analysis,Cisco worldwide gets much attention, keeping balance with local news. Channel is ignored to some extent. Cisco voice in industry is still not loud enough.,Core tech Media coverage about 25%,Core tech PR focus IT&SP media,Cisco PR Analysis - Media Coverage Overview,Objective,In Dec Tech 的傳播量很大 主要原因事件驅(qū)動(dòng)世界 ATM發(fā)布 /Core Tech Roadshow/Cisco 12800 launch,PR Objective:,+ ),針對(duì)媒體關(guān)心的問(wèn)題制造大的公關(guān)事件以驅(qū)動(dòng)媒體 針對(duì)性的事件以影響北方以為的其他地區(qū)媒體 有效的通過(guò)網(wǎng)絡(luò)媒體以提高傳播速度和覆蓋率,加大對(duì)SP媒體的投放,Core tech requirement Product:Cat 6500/Cat 2970/Cisco 12800/Cisco 7600/FSB Solution:Cisco 12800 background/FSB update briefing/IPV6/3/7交換,Media Coverage Analysis North China is the hub for PR activities Core tech PR focus IT & SP media Core tech Media coverage about 25%,Cisco PR Analysis Core tech Q2 PR Review,Core tech,Routing,Switching,FSB,BBA,GSR,Low switch,High switch,Core Tech PR 傳播階梯,PR Point,0,6,10,Product,Business Solution,Solution,Core Tech PR Content,Cisco PR Analysis - Core tech Q2 PR Review,PR Point,Product,Business solution,Solution,0,10,6,10,Sale Point,GSR,Product,Business solution,Solution,0.26,0.33,0.41,PR經(jīng)驗(yàn)系數(shù),文章數(shù)量 質(zhì)量 媒體權(quán)威性,8 8 8,PR Objective:,+ ),Q2的GSR PR awareness階段完成,介于處于Sale action 下Q3的傳播重點(diǎn)快速推動(dòng)solution和Business solution的公關(guān)工作,Cisco 12800 launch news,PR awareness,Sale action,當(dāng)前狀態(tài),8,PR Point,Cisco PR Analysis - Core tech Q2 PR Review,Cisco PR Analysis - Core tech Q2 PR Review,BBA,Product,Business solution,Solution,Cisco 7600 Service,BBA 北京專訪 Cisco 7600 四川網(wǎng)通 深圳招行 臺(tái)州電力 江蘇網(wǎng)通,0.26,0.33,0.41,PR經(jīng)驗(yàn)系數(shù),文章數(shù)量 質(zhì)量 媒體權(quán)威性,7.5 8 8 7 7 7,7 8 7,7.38,PR Objective:,+ ),Q3 BBA的傳播階段將處于PR preference階段,傳播重點(diǎn)將放在Business Solution上,PR preference,Sale action,當(dāng)前狀態(tài),PR Point,FSB,FSB系列產(chǎn)品 Cisco 3700,Product,Business solution,Solution,FSB IPT,FSB 成都專訪 FSB 市場(chǎng)稿,0.26,0.33,0.41,PR經(jīng)驗(yàn)系數(shù),文章數(shù)量 質(zhì)量 媒體權(quán)威性,7.5 7 7 8 7 7,6 7 7,6 6 7,6.812,PR Objective:,+ ),PR awareness,Sale preference,Q3 FSB的傳播階段需要完成PR awareness到PR Relevance的轉(zhuǎn)變階段,傳播重點(diǎn)放Solution的推廣上,PR Point,當(dāng)前狀態(tài),Cisco PR Analysis - Core tech Q2 PR Review,Switch,Product,Business solution,Solution,0.26,0.33,0.41,PR經(jīng)驗(yàn)系數(shù),文章數(shù)量 質(zhì)量 媒體權(quán)威性,7 7 7 8 8 7 7.5 7,PR Objective:,+ ),Q3 Switch傳播階段處于PR Preference階段,介于Q2的傳播solution的傳播較少Solution的傳播Q3將為重點(diǎn)工作,Cat 2970 launch news,Switch 北京/廣州專訪 Switch GE/10GE市場(chǎng)稿 Switch GE/10GE NZU/Woodside,8 7 8,7.5,PR Point,PR preference,Sale preference,當(dāng)前狀態(tài),Cisco PR Analysis - Core tech Q2 PR Review,Cisco PR Analysis - PR Analysis Overview,綜述,針對(duì)媒體關(guān)心的問(wèn)題制造大的公關(guān)事件以驅(qū)動(dòng)媒體 針對(duì)性的事件以影響北方以為的其他地區(qū)媒體 有效的通過(guò)網(wǎng)絡(luò)媒體以提高傳播速度和覆蓋率,加大對(duì)SP媒體的投放,Q3 FSB的傳播階段需要完成PR awareness到PR Relevance的轉(zhuǎn)變階段,傳播重點(diǎn)放Solution的推廣上,Q3 BBA的傳播階段將處于PR preference階段,傳播重點(diǎn)將放在Business Solution上,Q2的GSR PR awareness階段完成,介于處于Sale action 下Q3的傳播重點(diǎn)快速推動(dòng)solution和Business solution的公關(guān)工作,Q3 Switch傳播階段處于PR Preference階段,介于Q2的傳播solution的傳播較少Solution的傳播Q3將為重點(diǎn)工作,Where will we get there,15,15,15, 2003 Cisco Systems, Inc. All rights reserved.,Presentation_ID,Contribution to China,Customer Success,Advanced Tech,Cisco PR Analysis - PR Strategy,Advanced Tech(Core Tech),innovate,Smarter,Investment,Intelligent,Routing & Switching,Emphasize Ciscos leadership in Core Tech area.,Cisco PR Analysis - PR Strategy,Cisco 12800 Cisco 12000 Cisco 10000 Cisco 7600 Cisco 7500 Cisco 7300 Cisco 7200 Cisco 7100 Cat 6500 Cat 4500 Cat 3750 Cat 3755 Cisco 3700 Cisco 3600 Cat 2970 Cat 2950 Cisco 2600 Cisco 1700 Cisco 800,為機(jī)構(gòu)建立高效 智能的網(wǎng)絡(luò),以使 機(jī)構(gòu)擺脫臃腫,工 作運(yùn)營(yíng)增產(chǎn)/增效,為企業(yè)部署方便 靈活快捷的溝通 網(wǎng)絡(luò),SP,Investment,Intelligent,Smarter,理性訴求,感性訴求,FSB,BBA,GSR,Low switch,High switch,FSI,LE&G,COM,SMB,為組織建立高 ROI的網(wǎng)絡(luò)系統(tǒng), 以實(shí)現(xiàn)組織應(yīng)用 網(wǎng)絡(luò)平臺(tái)獲得更 到的利潤(rùn)增長(zhǎng)點(diǎn),引領(lǐng)/塑造價(jià)值區(qū)間,便捷實(shí)現(xiàn)睿智溝通,提升企業(yè)網(wǎng)絡(luò)智商,Cisco PR Analysis - PR Strategy,FY03Q3 Main message(From Cisco briefing),Cisco 12800& 7600 launch,GSR,BBA,如何利用智能寬帶服務(wù)營(yíng)造電信寬帶價(jià)值空間,FSB,重點(diǎn)強(qiáng)調(diào)FSB路由器的Security解決方案在行業(yè)中的應(yīng)用,Switch,GE/10GE Metro-E Low switch3750/2970(FSB) New product launch POE,Core Tech,Emphasize Ciscos leadership in Core Tech area.,Cisco PR Analysis Main message re PR,How will we get there,20,20,20, 2003 Cisco Systems, Inc. All rights reserved.,Presentation_ID,GSR PR Factor,Event Key Message,Q2的GSR PR awareness階段完成, 介于處于Sale action 下Q3的傳播重 點(diǎn)快速推動(dòng)solution和Business solution的公關(guān)工作 為組織建立高ROI的網(wǎng)絡(luò)系統(tǒng),以實(shí)現(xiàn) 組織應(yīng)用網(wǎng)絡(luò)平臺(tái)獲得更到的利潤(rùn)增 長(zhǎng) Cisco 12800& 7600 launch in china Core tech requirement Solution:Cisco 12800 background,Product,Business solution,Solution,Cisco 12800 Feature,Cisco VP interview Cisco router day Cisco 12800 Media work ship Cisco 12800 background Cisco 12800 BS 投資保護(hù),Cisco PR Analysis Action analysis,FY03Q3 GSR PR Tactic,Feb.,Mar.,Apr.,引領(lǐng)/塑造價(jià)值區(qū)間,Product,Business solution,Solution,Cisco 12800 Feature,Cisco VP interview Cisco router day Cisco 12800 Media work ship Cisco 12800 background Cisco 12800 BS 投資保護(hù),BBA PR Factor,Event Key Message,Q3 BBA的傳播階段將處于 PR preference階段,傳播重點(diǎn)將放 在Business Solution上 為組織建立高ROI的網(wǎng)絡(luò)系統(tǒng),以實(shí)現(xiàn) 組織應(yīng)用網(wǎng)絡(luò)平臺(tái)獲得更到的利潤(rùn)增 長(zhǎng) 如何利用智能寬帶服務(wù)營(yíng)造電信寬帶 價(jià)值空間 Core tech requirement Solution:IPV6/3/7交換,Product,Business solution,Solution,Cisco router day Cisco BBA BS IPV6/VPN/Steam video Cisco BBA Case study,Cisco PR Analysis Action analysis,Feb.,Mar.,Apr.,引領(lǐng)/塑造價(jià)值區(qū)間,Product,Business solution,Solution,Cisco router day Cisco BBA BS IPV6/VPN/Steam video Cisco BBA Case study,FY03Q3 BBA PR Tactic,FSB PR Factor,Event Key Message,Q3 FSB的傳播階段需要完成 PR awareness到PR Relevance的 轉(zhuǎn)變階段,傳播重點(diǎn)放Solution的推 廣上 為機(jī)構(gòu)建立高效智能的網(wǎng)絡(luò),以使機(jī) 構(gòu)擺脫臃腫,工作運(yùn)營(yíng)增產(chǎn)/增效 重點(diǎn)強(qiáng)調(diào)FSB路由器的Security解 決方案在行業(yè)中的應(yīng)用 Core tech requirement Solution:/FSB update briefing,Product,Business solution,Solution,Cisco FSB update briefing Media work ship,Cisco FSB solution(Security) LE&G 3 / FSI 2,Cisco PR Analysis Action analysis,Feb.,Mar.,Apr.,提升企業(yè)網(wǎng)絡(luò)智商,便捷實(shí)現(xiàn)睿智溝通,Product,Business solution,Solution,Cisco FSB update briefing Media work ship,Cisco FSB solution(Security) LE&G 3 / FSI 2,FY03Q3 FSB PR Tactic,Switch PR Factor,Event Key Message,Q3 Switch傳播階段處于 PR Preference階段,介于Q2的傳播 solution的傳播較少Solution的傳播 Q3將為重點(diǎn)工作 為機(jī)構(gòu)建立高效智能的網(wǎng)絡(luò),以使機(jī) 構(gòu)擺脫臃腫,工作運(yùn)營(yíng)增產(chǎn)/增效 GE/10GE Metro-E Low switch3750/2970(FSB) New product launch POE,Product,Business solution,Solution,GE/10GE案例分析 Metro-E (SP),Low switch 3750/2970(FSB),Cat 6500 super/cat 4100機(jī)箱 POE (New product launch),Cisco PR Analysis Action analysis,Feb.,Mar.,Apr.,提升企業(yè)網(wǎng)絡(luò)智商,Product,Business solution,Solution,GE/10GE案例分析 Metro-E (SP),Low switch 3750/2970(FSB),Cat 6500 super/cat 4100機(jī)箱 POE (New product launch),FY03Q3 Switch PR Tactic,29,29,29, 2003 Cisco Systems, Inc. All rights reserved.,Presentation_ID,