MarilynAllHands Final v2.Hannah

8/14/2019 MarilynAllHands Final v2.Hannah

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2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 1

Carlos [email protected]

http://twitter.com/carlosdominguez

Facebook: carlosdominguez
mailto:[email protected]:[email protected]


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CorporateCorporateMarketingMarketing

All-HandsAll-Hands

Leveraging the Opportunitiesthe Opportunities

Carlos DominguezCarlos DominguezCisco SystemsCisco SystemsSenior Vice PresidentSenior Vice President

Office of the Chairman and CEOOffice of the Chairman and CEO


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Presentation Topics

What Have I Been Doing?

Celebrated 17 Years at Cisco in March

Currently in the Office of CEO andChairman of the Board - John Cha

mbers

Focused on Innovation and Collaboration

- Customers / Internal / Academia

- Co-Lead Collaboration Council@Cisco

Co-Lead Mexico BoardBoard of the Cisco Foundation

Averaging 2 Presentations Week /100+ Yr.

- Meeting Interesting Smart People

- Get an Education Every Week65% External

Large/Small Venues / Live / TP


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Diverse Audience

Brand Identity

Advertising

Event Marketing

MarketingCommunications

Media

Product PlacementWeb Marketing

Sh a p in g th e Op in io n

o f t h e

A u d ie n ce

Ma ke Sa le s Ea s ie r


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2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 66 2006 Cisco Systems, Inc. All r ight s reserved. Cisco Confident ia l

This Presentation Will Not Tell You:

How To Advertise

How To Market

How To Conduct Events

Or Any Other Topic That YouAre Experts In

Sh a r e M y E x p e r ie n ce

s

Ob s e r v a t ion s

S t a t e t h e Ob v io u s


7/57 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 7

My Goals Today

Give You Different

PerspectiveMake You Think

Spark NewIdea

Get Excited



OBSERVA TIONS



way FAST!THINGS ARE MOVING


10/57 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 1010 2008 Cisco Sys tems, Inc . All r ight s reserved. Cisco Conf identi al14184_11_2007

1980PCs Become

Popular

Launch of theApple II

Cable TV Explosion

Atari 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems



1990sInternetCommercialized

EmailPopularized

Cell phonesgo mainstream

MP3 playersboom

IM catches hold

2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems


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2000 (21st Century)Birth of the iPod

Tivo & DVRstakeoff

Growth in VoIPmembership

Networked gaming popularized

Xbox launches

Ringtones become abillion $business

YouTubeSocial network sitesredefine social order



Ob s e r va t io n

CIOs and IT people are fatiguedCant keep up - they are scared

Change in technology means more workThey try to block many new thingsConsumers technologies dont fit well in business,

security

Reality: They dont know how to use it

Speed of ChangeOh My God.... Im TiredOh My God.... Im Tired



Industries are BeingDECONSTRUCTED everythingwe Knew has ChAnGeD



Wisdom of Crowds

Launched in January 2001

In less than a decade, Wikipedia has become the worldsmost popular encyclopedia, expanding from the first testpost on the site with the text Hello World ...... to more than 10 million articles in 250 languagestoday.

Encyclopedia Britannica is now allowing people tocontribute to entries, with a formal process forprofessional oversight.

The Wikipedia Revolution:

How a Bunch of Nobodies Created theWorlds Greatest Encyclopediaby Andrew Lih



It is not the strongest of the species that

survives, nor the most intelligent, but the onethat is most responsive to change- Charles Darwin

Change



Ob s e r va t io n

Everything is free on the InternetHow do I make money? Advertising?

Adopt new technology?Accelerate decline of business?Downright scared, like deer in the headlights!

Model DisruptionsWhats Going to Happen To My Business?Whats Going to Happen To My Business?



TAP into and LeverageThe Crowd



t r e n d

Everyday millions of people make all kinds of voluntarycontributions to companies

Revolutionizing the economies of entire industries

VIDEO IN ALL FORMS

USER CONTRIBUTIONSVIRTUAL WORLD

GAMING

The Contribution RevolutionLetting Volunteers Build Your Business


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b e n e f i t s The Contribution RevolutionLetting Volunteers Build Your BusinessLetting Volunteers Build Your Business



The Customer is the CompanyProduct innovations come from the people who use the product

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Companies Born Into Change - Crowdsourcing

THE HUMANNETWORK SHOEBY CARLOS DOMINGUEZ

Winner gets $1,000 plus$1 for every pair sold

Hopes for $40M in revenueby 2012

Cr o w d s o u r c in g a f ocu s g r ou p o n a g r a n d s ca le


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2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 25 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems


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2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 26 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems


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Ob s e r va t io n

Can we get consumers, enterprise accounts to help usbuild our business?

Build a platform? Collaboration?

Contribution RevolutionHow do We Leverage the Crowd?How do We Leverage the Crowd?


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Focus on , Learn about,Attract and Leverage Millennial Generation4


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2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 2929 2007 Cisco Sys tems, Inc . All r ight s reserved. Cisco Conf identi alPresentation_ID 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems


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Our Digital

Millennials14-24 years oldDigital lifestyle focus

10 hours online/week30 min mobile phone/day

6-10 text/IM day

Social networkingDistribution of age, race, gender,

spending and geography

2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems


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10% of Ciscos workforce wereborn between 198088

32 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems


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How Do You Market To Them?How Do You Attract and Retain?

Need To Understand Them!


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2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 3434 2008 Cisco Sys tems, Inc . All r ight s reserved. Cisco Conf identi al14184_11_2007

10% of Ciscos workforce wereborn between 198088

How Do We LeverageThe Digital Natives?Op p o r tu n i t y

Embrace them - let them provide ideas & leadership

Seek them out and learn from them

Make them your mentors on technologyUse as early adopters of new technologies

Reward and acknowledge contributions


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Great Things Happen When You Share5


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2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 3636 2006 Cisco Systems, Inc. All r ight s reserved. Cisco Confident ia l

Sharing Is Good!

Emulate the chefsMake a living sharing information

Sharing takes time

Customers to fans to audience

Audience - group of people that come to hearwhatyou have to say


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4 0 K c o p i es e ve r y t h ing a b ou

us. W h a t we do

& h o w we do i t ?

9 0 K S u b sc r ib e r s


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Example of a Fan..... Audience!


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How Do We LeverageSharing?O

p p o r tu n i t y

Build a culture of sharing?

How do we maximize? monetize?

What do customers want to know from us?

Its all about content we have plenty.

Do we make it available on the web?

Can we build an audience?

Do we do our own advertising?

Lets be more like the chefs!


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Pay Attention tothe Power of Virtual World ...Not Second Life

6

OnlineOnline VirtualVirtual Conference:Conference:


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OnlineOnline VirtualVirtual Conference:Conference:

This year This year 150150 in person,in person, 700700 attendedattendedvirtuallyvirtually

Last yearLast year 300300 --400400 total attendeestotal attendees

Able to reachAble to reach TWICETWICE the number of the number of analystsanalystsDigital Media Used:Digital Media Used:Facebook groupFacebook group

Twitter TwitterDiscussion Forums, BlogsDiscussion Forums, Blogs


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Concourse (Main Lobby)


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Mindshare Marketplace (Exhibit Hall)


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Close-up of booth screen listing content


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Leaders Lounge (Networking Lounge)


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Virtual Worlds Will ReplaceLarge Meetings / ConferencesOp p o r tu n i t y

This is really cutting edge

We should market the blank out of it!

Implications are huge!

We need to separate ourselves from Second Life

Need to brand / name this experience


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for Kids!Gaming is no Longer 7


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Gaming

Guitar Hero 3 andRockband Sales Were935M Last Yr.

All Digital Music Sales was 835 M


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2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 5252 2006 Cisco Systems, Inc. Al l rights reserved. Cisco Confident ia lPresentation_ID

GSM

The Competition1. Content Engagement

Addictive (and relevant!)content-based quiz/trivia

game2. Entertainment Engagement

Witty, enticing mini-gamesoffer breaks in the perceivedroutine of event content

3. Social EngagementLarge-scale Alternate RealityGame (ARG) adds buzz-worthiness while generatingsocial interaction andteamwork


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2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 5454 2008 Cisco Sys tems, Inc . All r ight s reserved. Cisco Conf identi al14184_11_2007

Gaming - Not Just For KidsOp p o r tu n i t y

Everyone loves a game

Engaging and interactive

Cisco has put out some games with productlaunches

Combination of virtual world, education and gamingwith change the way we do things

How do we leverage?What can we do different?


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Carlos [email protected]://twitter.co m/carlosdominguez

Facebook: carlosdominguez
mailto:[email protected]://twitter.com/http://twitter.com/http://twitter.com/http://twitter.com/mailto:[email protected]


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MarilynAllHands Final v2.Hannah