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Devise your strategy for success

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In order to achieve peak performance marketing, it is essential to have a plan. And not just any old plan: it needs to be robust, dynamic, realistic and aligned with corporate objectives – in other …

In order to achieve peak performance marketing, it is essential to have a plan. And not just any old plan: it needs to be robust, dynamic, realistic and aligned with corporate objectives – in other words, a masterplan. Ian will call on his vast experience of strategic marketing providing key insights on excellence in strategic marketing planning, and actionable learning points. This session will cover:

Setting aims and objectives
Engaging and aligning with wider organisational thinking
Understanding measurement and ROI
Tactical thinking and learning from past experience

Published in: Business, Technology, Education

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  • 1. Devise your Strategyfor SuccessIan SymesMarketing Director, UK & Ireland© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  • 2. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  • 3. “If you don’t know where you are going, any road will get you there”© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  • 4. OBJECTIVE TACTICS© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  • 5. TOP Sponsors Tier 1 Partners Tier 2 Supporters Tier 3 Suppliers McCann Airwave Crystal CG Worldgroup Ticketmaster Atkins Populous Nielsen Trident BCG Holiday Inn Freshfields GSK© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  • 6. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  • 7. • VISION• STRATEGY• EXECUTION• METRICS• Every Cisco organisation/program/initiative has one• Built from the corporate VSEM• Every individual has MBOs that cascade from the VSEM and their manager’s MBOs© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  • 8. • 94 Sites• 1800 Wireless Access Points• 16500 IP Telephones• 65000 Active Connections• 80000 Data Ports• 6,000 LOCOG employees• 21,000 Athletes and Officials• 22,000 Press and Media• 70,000 Volunteers• 10.8m Ticket Holders© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  • 9. • British Innovation Gateway• $500M investment to stimulate development of UK Technology business• 2 Sites – Shoreditch & the Olympic Park• The National Virtual Incubator (N.V.I.)© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  • 10. • 65,000 Employees Worldwide• 3500 UK Employees© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  • 11. 1 Advertising2 Social Influence3 Sustainability Partner for London 20124 CXO Engagement Program5 Partner Engagement Program6 PR7 London 2012 themes across business© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  • 12. • Print • Web • Digital Advertising • On-Line TV • SMB Seminars • CXO Dinners© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  • 13. • Cisco Partner Village • Cisco Theatre ‘Architectures for Business Transformation’ • ‘Ask the Expert’ Cisco stand incl. Demos/ Genius bar • Roger Black keynote© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  • 14. Linked In Group discussion TDMs Business Ready Webinars Blogging programme Position Cisco as innovative brand & Micro Blogging Young Engineer BDMs Understand Cisco crucial role in making London 2012 happen Position Cisco as innovative brand Blogging programme Students Partners Micro Blogging Understand Cisco crucial role in making London 2012 happen Position Cisco as innovative brand International Audience Business Ready Webinars Public Blogging programme Sector Position Cisco as innovative brand Understand Cisco crucial role in End Users making London 2012 happen Business Readiness Checklist CxO Understand Cisco crucial role in making London 2012 happen Brand awareness & relevance The rest of the world© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  • 15. o Website: The hub for all Cisco partnership activation – content are Website developed for syndication o Social Networking: Facebook page, Social Twitter and Linked In Promotion Networking o Virtual Events: Business Ready Webinars series & Cisco Interviews o Blogging & Micro blogging: Digital Promoting London 2012 activities on Comms Social Media channels outside our Online Virtual official channels Community Events o Mobile Apps: Develop mobile Apps that enrich Cisco digital experience and adds value to our target audience Blogging & Mobile o Online Community: Linked In Apps Micro blogging Business Ready discussion group o Promotion: Newsletter, Media Buy & Search Engine Optimization© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  • 16. Develop a digital experience that adds value to our target audience,enhance our brand – in a way that support & show case London2012 sponsorship and activition• The website consist of four key www.cisco.co.uk/london2012 categories: Work, Live, Learn and Play• The content is designed to explain the role of Cisco in delivering the Olympics, focussing on the technology, the network approach and sustainability.Examples:• Case Studies: case studies of Cisco previous partnerships sit, for BDM’s & TDM’s• Games Readiness Checklist of the top 10 issues facing CEOs in the run-up to the Games.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  • 17. A series of high profile WebEx based interviews• Delivered monthly• Live stream online on www.cisco.co.uk/london2012© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  • 18. Plan for success webinar aim to help business get ready for London2012 – The webinar series is designed to inform, educate andconnect businesses across the UK.• Every webinar we invite a Industry experts as a guest speakers and a customer• The effect the Games will have on your business© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  • 19. Promoting London 2012 activities on Social Media channels outside our official channels – Through blogging and Micro blogging on : Twitter, Linked In & Facebook• To engage with our target audience in a personal level, build relationships and amplify sponsorship – through promoting London 2012 activities• We trained London 2012 team on Social Media and blogging so each one of them can write about what they do in more personal and engaging way, in order to give our story a personal touch © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  • 20. Cisco Teams Up With STEMNET to Challenge School Children to a DesignWebsite for Paralympics GBs Rachel Morris Ahead of the London 2012• School children across the United Kingdom are being challenged to design an online presence for Rachel Morris as part of the latest STEM Challenge• We invited 11-14 year old school children to design an official web presence that will help raise the profile of Rachel Morris, one of Britains leading Paralympians• The Challenge has been put together with the aim of harnessing school childrens excitement about the connectivity of the internet by building an interesting, informative and educational website that raises awareness of Rachel Morris, her sport and her disability• Cisco is passionate about supporting education in the UK.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
  • 21. • Each marketing activation has it’s own ROI measurement• CTR, Hits, Dwell Time, etc.• But the real ROI is to understand what combinations of communication and interaction create the greatest desired effect with your target audience?© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
  • 22. • Dream big in your Vision• Your VSEM is living, not fixed• Deliver a few things fantastically, not a lot at mediocre level• Find the connections between activities...that’s the value add• Measure for improvement, not ego© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  • 23. Thank you.