XX公司FY04Q3核心技术公关推广计划
- 1. Cisco Core Technical FY04 Q3 PR Plan BFC Dec 29. 2003
- 2. ContentWhere are we today Where will we get there How will we get there
- 3. Where are we today ***© 2003 Cisco Systems, Inc. All rights reserved. Presentation_ID
- 4. Cisco PR Analysis-Media Coverage Analysis In November, Cisco enhanced its media coverage fastest. In Dec tech 的传播量很大 主要原因事件驱动世界 ATM发布 Core Tech Roadshow Cisco 12800 launch Product Cat 6500 Cat 2970 Cisco 12800 Cisco 7600 FSBSolution Cisco 12800 background FSB update briefing IPV6 3/7交换 Core tech requirement
- 5. Cisco PR Analysis-Media Coverage AnalysisBy now, North China is the hub for PR activitiesBesides North China, West China’s media coverage increased more than other areas.Media coverage by region
- 6. Cisco PR Analysis-Media Coverage AnalysisCisco 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
- 7. Cisco PR Analysis - Media Coverage OverviewObjective In Dec Tech 的传播量很大 主要原因事件驱动世界 ATM发布 /Core Tech Roadshow/Cisco 12800 launchPR Objective: + )针对媒体关心的问题制造大的公关事件以驱动媒体 针对性的事件以影响北方以为的其他地区媒体 有效的通过网络媒体以提高传播速度和覆盖率,加大对SP媒体的投放Core tech requirement Product:Cat 6500/Cat 2970/Cisco 12800/Cisco 7600/FSB Solution:Cisco 12800 background/FSB update briefing/IPV6/3/7交换Media Coverage Analysis North China is the hub for PR activities Core tech PR focus IT & SP media Core tech Media coverage about 25%
- 8. Cisco PR Analysis – Core tech Q2 PR Review Core techRoutingSwitchingFSBBBAGSRLow switchHigh switchAwarenessRelevancePreferenceActionCore Tech PR 传播阶梯PR Point 0610ProductBusiness Solution SolutionCore Tech PR Content
- 9. Cisco PR Analysis - Core tech Q2 PR Review PR PointProductBusiness solution Solution010610Sale Point
- 10. GSRProductBusiness solution Solution0.260.330.41PR经验系数文章数量 质量 媒体权威性8 8 8PR Objective: + )Q2的GSR PR awareness阶段完成,介于处于Sale action 下Q3的传播重点快速推动solution和Business solution的公关工作Cisco 12800 launch newsPR awarenessSale action当前状态8PR Point Cisco PR Analysis - Core tech Q2 PR Review
- 11. Cisco PR Analysis - Core tech Q2 PR Review BBAProductBusiness solution SolutionCisco 7600 Service BBA 北京专访 Cisco 7600 四川网通 深圳招行 台州电力 江苏网通0.260.330.41PR经验系数文章数量 质量 媒体权威性7.5 8 8 7 7 77 8 77.38PR Objective: + )Q3 BBA的传播阶段将处于PR preference阶段,传播重点将放在Business Solution上 PR preferenceSale action当前状态PR Point
- 12. FSBFSB系列产品 Cisco 3700ProductBusiness solution SolutionFSB IPT FSB 成都专访 FSB 市场稿0.260.330.41PR经验系数文章数量 质量 媒体权威性7.5 7 7 8 7 76 7 76 6 76.812PR Objective: + )PR awarenessSale preferenceQ3 FSB的传播阶段需要完成PR awareness到PR Relevance的转变阶段,传播重点放Solution的推广上 PR Point 当前状态Cisco PR Analysis - Core tech Q2 PR Review
- 13. SwitchProductBusiness solution Solution0.260.330.41PR经验系数文章数量 质量 媒体权威性 7 7 7 8 8 7 7.5 7PR Objective: + )Q3 Switch传播阶段处于PR Preference阶段,介于Q2的传播solution的传播较少Solution的传播Q3将为重点工作Cat 2970 launch newsSwitch 北京/广州专访 Switch GE/10GE市场稿 Switch GE/10GE NZU/Woodside8 7 87.5PR Point PR preferenceSale preference当前状态Cisco PR Analysis - Core tech Q2 PR Review
- 14. Cisco PR Analysis - PR Analysis Overview 综述针对媒体关心的问题制造大的公关事件以驱动媒体 针对性的事件以影响北方以为的其他地区媒体 有效的通过网络媒体以提高传播速度和覆盖率,加大对SP媒体的投放Q3 FSB的传播阶段需要完成PR awareness到PR Relevance的转变阶段,传播重点放Solution的推广上Q3 BBA的传播阶段将处于PR preference阶段,传播重点将放在Business Solution上Q2的GSR PR awareness阶段完成,介于处于Sale action 下Q3的传播重点快速推动solution和Business solution的公关工作Q3 Switch传播阶段处于PR Preference阶段,介于Q2的传播solution的传播较少Solution的传播Q3将为重点工作
- 15. Where will we get there***© 2003 Cisco Systems, Inc. All rights reserved. Presentation_ID
- 16. Contribution to ChinaCustomer SuccessAdvanced TechCisco PR Analysis - PR Strategy
- 17. Advanced Tech(Core Tech)innovateSmarterInvestment IntelligentRouting & SwitchingEmphasize Cisco’s leadership in Core Tech area.Cisco PR Analysis - PR Strategy
- 18. 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为机构建立高效 智能的网络,以使 机构摆脱臃肿,工 作运营增产/增效为企业部署方便 灵活快捷的沟通 网络SPInvestment IntelligentSmarter理性诉求感性诉求FSBBBAGSRLow switchHigh switchFSILE&GCOMSMB为组织建立高 ROI的网络系统, 以实现组织应用 网络平台获得更 到的利润增长点引领/塑造价值区间便捷实现睿智沟通提升企业网络智商Cisco PR Analysis - PR Strategy
- 19. FY03Q3 Main message(From Cisco briefing)Cisco 12800& 7600 launchGSRBBA如何利用智能宽带服务营造电信宽带价值空间FSB重点强调FSB路由器的Security解决方案在行业中的应用Switch GE/10GE Metro-E Low switch3750/2970(FSB) New product launch POE Core TechEmphasize Cisco’s leadership in Core Tech area.Cisco PR Analysis – Main message re PR
- 20. How will we get there***© 2003 Cisco Systems, Inc. All rights reserved. Presentation_ID
- 21. GSR PR FactorEvent Key MessageQ2的GSR PR awareness阶段完成, 介于处于Sale action 下Q3的传播重 点快速推动solution和Business solution的公关工作 为组织建立高ROI的网络系统,以实现 组织应用网络平台获得更到的利润增 长 Cisco 12800& 7600 launch in china Core tech requirement Solution:Cisco 12800 backgroundProductBusiness solution SolutionCisco 12800 FeatureCisco VP interview Cisco router day Cisco 12800 Media work ship Cisco 12800 background Cisco 12800 BS 投资保护Cisco PR Analysis – Action analysis
- 22. FY03Q3 GSR PR TacticFeb.Mar.Apr.引领/塑造价值区间ProductBusiness solution SolutionCisco 12800 FeatureCisco VP interview Cisco router day Cisco 12800 Media work ship Cisco 12800 background Cisco 12800 BS 投资保护
- 23. BBA PR FactorEvent Key MessageQ3 BBA的传播阶段将处于 PR preference阶段,传播重点将放 在Business Solution上 为组织建立高ROI的网络系统,以实现 组织应用网络平台获得更到的利润增 长 如何利用智能宽带服务营造电信宽带 价值空间 Core tech requirement Solution:IPV6/3/7交换ProductBusiness solution SolutionCisco router day Cisco BBA BS IPV6/VPN/Steam video Cisco BBA Case studyCisco PR Analysis – Action analysis
- 24. Feb.Mar.Apr.引领/塑造价值区间ProductBusiness solution SolutionCisco router day Cisco BBA BS IPV6/VPN/Steam video Cisco BBA Case studyFY03Q3 BBA PR Tactic
- 25. FSB PR FactorEvent Key MessageQ3 FSB的传播阶段需要完成 PR awareness到PR Relevance的 转变阶段,传播重点放Solution的推 广上 为机构建立高效智能的网络,以使机 构摆脱臃肿,工作运营增产/增效 重点强调FSB路由器的Security解 决方案在行业中的应用 Core tech requirement Solution:/FSB update briefingProductBusiness solution SolutionCisco FSB update briefing Media work shipCisco FSB solution(Security) LE&G 3 / FSI 2Cisco PR Analysis – Action analysis
- 26. Feb.Mar.Apr.提升企业网络智商便捷实现睿智沟通ProductBusiness solution SolutionCisco FSB update briefing Media work shipCisco FSB solution(Security) LE&G 3 / FSI 2FY03Q3 FSB PR Tactic
- 27. Switch PR FactorEvent Key MessageQ3 Switch传播阶段处于 PR Preference阶段,介于Q2的传播 solution的传播较少Solution的传播 Q3将为重点工作 为机构建立高效智能的网络,以使机 构摆脱臃肿,工作运营增产/增效 GE/10GE Metro-E Low switch3750/2970(FSB) New product launch POE ProductBusiness solution SolutionGE/10GE案例分析 Metro-E (SP)Low switch 3750/2970(FSB)Cat 6500 super/cat 4100机箱 POE (New product launch)Cisco PR Analysis – Action analysis
- 28. Feb.Mar.Apr.提升企业网络智商ProductBusiness solution SolutionGE/10GE案例分析 Metro-E (SP)Low switch 3750/2970(FSB)Cat 6500 super/cat 4100机箱 POE (New product launch)FY03Q3 Switch PR Tactic
- 29. ***© 2003 Cisco Systems, Inc. All rights reserved. Presentation_ID
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