某公司核心技术公关推广计划书(ppt 30页).ppt

1、Cisco Core Technical FY04 Q3 PR Plan BFC 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 cover

2、age 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 fo

3、r 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 stil

4、l 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

5、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 Cor

6、e tech Q2 PR Review,Core tech,Routing,Switching,FSB,BBA,GSR,Low switch,High switch,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,Busines

7、s solution,Solution,0.26,0.33,0.41,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 news,PR awareness,Sale action,当前状态,8,PR Point,Cisco PR Analysis - Core tech Q2 PR Review,Cisco PR Analysis - Core tec

8、h Q2 PR Review,BBA,Product,Business solution,Solution,Cisco 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,0.26,0.33,0.41,PR经验系数,文章数量 质量 媒体权威性,7.5 8 8 7 7 7,7 8 7,7.38,PR 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 preference,Sale action,当前状态,PR Point,FSB,FSB系列产品

9、Cisco 3700,Product,Business solution,Solution,FSB IPT,FSB 成都专访 FSB 市场稿,0.26,0.33,0.41,PR经验系数,文章数量 质量 媒体权威性,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

10、Review,Switch,Product,Business solution,Solution,0.26,0.33,0.41,PR经验系数,文章数量 质量 媒体权威性,7 7 7 8 8 7 7.5 7,PR 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 news,Switch 北京/广州专访 Switch GE/10GE市场稿 Switch GE/10GE NZU/Woodside,8 7 8,7.5,PR Point,PR pref

11、erence,Sale preference,当前状态,Cisco PR Analysis - Core tech Q2 PR Review,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

12、 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,Where will we get there,15,15,15, 2003 Cisco Systems, Inc. All rights reserved.,Presentation_ID,Contribution to China,Customer Success

13、,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 710

14、0 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,SP,Investment,Intelligent,Smarter,理性诉求,感性诉求,FSB,BBA,GSR,Low switch,High switch,FSI,LE&G,COM,SMB,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

15、,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,FY03Q3 Main message(From Cisco briefing),Cisco 12800& 7600 launch,GSR,BBA,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 Tech,Emphasize Ciscos leadership

16、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

17、利润增 长 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 投资保护,Cisco PR Analysis Action analysis,FY03Q3 GSR

18、 PR Tactic,Feb.,Mar.,Apr.,引领/塑造价值区间,Product,Business solution,Solution,Cisco 12800 Feature,Cisco VP interview Cisco router day Cisco 12800 Media work ship Cisco 12800 background Cisco 12800 BS 投资保护,BBA PR Factor,Event Key Message,Q3 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

19、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,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.,引领/塑造价值区间,Product,Business solution,Solution,Cisco rou

20、ter 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 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.,提升企业网络智商,便捷实现睿智沟通,Product,Business solution,Solution,Cisco FSB update briefing Media work ship,Cis