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.Diane W. Pease Audience Insights ManagerCisco
Brand - Reimagined
2© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
3© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
4© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
The World is Changing
Billions of Connected People and Things
Digitization Creating Massive Opportunity
Customer Experience More Important Than Ever
1
2
3
Businesses Have to Transform4
6© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
We Spoke to Our Stakeholders
7© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
8© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
9© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
10© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Customers said…
US
84%FRA
73%GBR
77%DEU
82%BRA
78%
“Technology is the Single Most Important Driver of Change in the World.”
Position as Networking
Leader and Technology Visionary
We Securely Connect Everything to Make Anything Possible
Our Brand Promise
THERE’S NEVER BEEN A BETTER
TIME
Digital First Omni ChannelCustomer Led
12Countries
17© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
71 Days
18© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
19© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
20© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
21© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
21
To respond we need to stitch together a complete profile of each consumer, carry that consistent identity across all channels both online and off and use it to create tailored marketing experiences that drive sales.
Putting the customer first
22© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
It’s Not About B2B or B2C…….
23© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Campaign Framework
Technology Optimists
Target Audience
We Securely Connect Everything to Make Anything Possible
Brand Promise
Position Cisco as the Networking Leader and Technology Visionary
Objective
Optimistic, Confident, Ambitious, Courageous, Inspiring,
Provocative, Succinct, Human
Tone
Digital Business, Core Networking, Security, Corporate
Social Responsibility
Cisco Tech Focus Areas
Technology is the Driving Forcefor Change in the World
Mindset
24© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Who is our Tech Optimist?
Ages: 20-45
68% Male
32% Female
Usually Browsing:
Common App Usage:
Business Travelers: 10+ trips/year
Possibly shops at:
*Data compiled from BlueKai Audience Discovery (Tech Optimists+Cisco Visits), IPSOS survey
25© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Paid Cisco.com
Social Mobile
14.4M Tech Optimist Members on LinkedIn
20M Lifetime Social Interactions with Cisco
50M Tech Optimist Cookies on BlueKai
92K visited Cisco.com in last 30 days
500K Mobile Devices with Cisco Apps
30M Visitors / Month, 10M of that Pre-Sales
Be Where Tech Optimists Are
Targeting Key Traits – Biz. Travel, Entrepreneurial
Story Telling Landing
Homepage
Seamless integration into Cisco.com using modular,
flexible designs
Responsive Pages
1
Push Notifications to Activate
Users
Potential Reach of ~70M Global
Audience
Targeted Social Outreach through
Ambassadors/Champions
1
Gain Social Insights from Sprinklr for Targeting
Explore App Partnerships
Reaching the Tech Optimist
26© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Just Waking Up
27© 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialMorning Cup of Joe
28© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Commute In
29© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Global Search Engines
SearchingFinding solutions Setting up time with vendorsChecking linked In Reading the latest articles Prepping for meetings (data sheets, fact checking, data stats, etc.. )
30© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Out For Lunch
Yelp for restaurants near by Eat at company café Do a little social while out Business meeting over lunch Billboards on the way Checking in on weekend plans
31© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Back at Work
Global Search Engines
More meetings at the office, with partnersSearchingFinding solutions Setting up time with vendors
32© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
The Drive Home
Conference Calls News MusicRadio Thinking about their day
33© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
Winding Down
A New Kind of Cisco Brand LaunchBased in Customer Success Country-Led Mobile and Digital First Omni-Channel Journey
Socially Driven Agile Marketing Embracing Our Partners Designed for AudienceEngagement
35© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
7am AEST
7am EDT
May 2, 2pm PT
May 2, 4pm PT
May 2, 7pm PT
May 2, 10pm PT
May 2, 11pm PT
May 3, 4am PT HQ Time
7am CEST
7am BST
7am CST
7am IST
“Follow-the-Sun” Launch
Aug TBD
June TBD
36© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
7-day social results surpass first 30 days of Tomorrow
Starts Here campaign
Trending Hashtag
91.4Mtrend impressions of
#NeverBetter
#NeverBetter
Social Impact
2X
Engagement Points
115%of goal to date
(10% of Tomorrow Starts Here campaign total)
Early Momentum
37© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
38© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
39© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
40© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
• 90 days
• No plan B
41© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
42© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
The Transformation of Marketing
Omni Channel Always On Conversations Customer Centric
43© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential