思科FY04Q3核心技术公关推广计划书.ppt

Cisco Core Technical FY04 Q3 PR Plan
Content
Where are we today
Where will we get there
How will we get there
Where are we today
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3
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© 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
FSB
Solution
Cisco 12800 background
FSB update briefing
IPV6
3/7交换
Core tech requirement
Cisco PR Analysis-Media Coverage Analysis
By now, North China is the hub for PR activities
Besides North China, West China’s 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 的传播量很大主要原因事件驱动世界
ATM发布/Core Tech Roadshow/Cisco 12800 launch
PR 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%
Cisco PR Analysis – Core tech Q2 PR Review
Core tech
Routing
Switching
FSB
BBA
GSR
Low switch
High switch
Awareness
Relevance
Preference
Action
Core Tech PR 传播阶梯
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



PR经验系数
文章数量质量媒体权威性
8 8 8
PR Objective:
+ )
Q2的GSR PR awareness阶段完