© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential 1Cisco Confidential 1© 201...
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lina@cisco.com
@LinaArseneault
@CiscoCanada
...
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• Marketing in a Global
Company
• Marketing ...
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Market Share Leadership
0%
20%
40%
60%
80%
100%
Digital Video: IPTV
62%Cisco/SA
0%
20%
40%
60%
80%
100%
Switching: Modular...
Integration as sustainable
competitive advantage
Diverse product portfolio for
long-term stability
Market Share Leadership...
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together
Cisco Confidential 8© 2010 Cisco and/or its affiliates. All rights reserved.
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Integrate
Activate
Amplify
Broadcast
Social
...
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Grass Roots –
Outreach to
schools and
commu...
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1 in 5 visitors viewed a video
61% of video...
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• In partnership with Cisco, CTVglobemedia ...
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• Inspires engagement with inspirational Ca...
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25TC
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48% of Technology
Decision Makers
read more...
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http://www.cisco.com/web/CA/index.html
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Thank you.
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Data
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Data
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Provider
Small Commerci...
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U ottawa e mba_mba_bcomm keynote _lina arseneault jan 2011
U ottawa e mba_mba_bcomm keynote _lina arseneault jan 2011
U ottawa e mba_mba_bcomm keynote _lina arseneault jan 2011
U ottawa e mba_mba_bcomm keynote _lina arseneault jan 2011
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U ottawa e mba_mba_bcomm keynote _lina arseneault jan 2011

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@LinaArseneault keynote for UOttawa eMBA, MBA and BComm classes - January 2011

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  • U ottawa e mba_mba_bcomm keynote _lina arseneault jan 2011

    1. 1. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential 1Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved. Together – Ensemble Lina Arseneault, Director of Marketing – Cisco Canada January 2011
    2. 2. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2 lina@cisco.com @LinaArseneault @CiscoCanada www.linkedin.com/in/linaarseneault
    3. 3. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 • Marketing in a Global Company • Marketing at the Country Level Localization (for Canada) Parlez-vous français? • 360 Campaigns Intregrate Activate Amplify • Customer Journeys Mobile & Social • Human Networks
    4. 4. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4 http://newsroom.cisco.com/dlls/corpinfo/corporate_overview.html
    5. 5. Market Share Leadership 0% 20% 40% 60% 80% 100% Digital Video: IPTV 62%Cisco/SA 0% 20% 40% 60% 80% 100% Switching: Modular/Fixed Cisco/SA 72% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Security Cisco Security 37% 0% 20% 40% 60% 80% 100% Voice Cisco 33% 0% 20% 40% 60% 80% 100% Wireless: LAN Cisco 55% 0% 20% 40% 60% 80% 100% Storage: Area Networks Cisco 28% 0% 20% 40% 60% 80% 100% Routing: Edge/Core/Access Cisco 57% 100% 0% 20% 40% 60% 80% Networked Home Linksys 28% 0% 20% 40% 60% 80% 100% Web Conferencing Cisco/WebEx 50%
    6. 6. Integration as sustainable competitive advantage Diverse product portfolio for long-term stability Market Share Leadership 33%62% 72%28% 50% 55% 37%57% 50% 62% 72%37% 33% 28% 57% 28% Only company with leadership across all segments 28% 55%
    7. 7. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7 together
    8. 8. Cisco Confidential 8© 2010 Cisco and/or its affiliates. All rights reserved.
    9. 9. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9 Integrate Activate Amplify Broadcast Social Media Mobile/ iPAD CSR/Com munity Outreach Public Relations Partner /Customer Engagement Industry Relations Search Online Print
    10. 10. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10 Grass Roots – Outreach to schools and communitites Online Partnership Extensions – cbc.ca, sympatico.ca, nationalpost.com Corporate Communications – Partners, Customer s and Employees PR – Create excitement and education (traditional media and blogs) Place-based media – CBC banner, digital placed media Onemillionactsofgreen.com – viral push to friends Facebook – application and group to leverage social media connections and share experience YouTube – Create buzz via content distribution sites Television creates awareness and support – CBC’s The Hour and promotional schedule Twitter – create buzz via online discussion Sports Marketing – NBA (Steve Nash endorsement), NHL and Blue Jays
    11. 11. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
    12. 12. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
    13. 13. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13 1 in 5 visitors viewed a video 61% of video views were in the 70-100% view range Online traffic originated from: Ottawa Citizen 56% Canada.com 10.5% Cyberpresse (French) 6% Print (typing in a URL) 4.2% Hill Times 3.3% Public Sector 56% 6% 3.3%
    14. 14. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
    15. 15. Cisco Confidential 16© 2010 Cisco and/or its affiliates. All rights reserved.
    16. 16. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17 • In partnership with Cisco, CTVglobemedia & La Presse Affaires will produce a multi-platform editorial/content series titled “25 Transformational Canadians” • The program will recognize 25 of the most notable Canadians that have transformed the lives of others, in Canada and/or around the world, by their vision and leadership in the following areas: science and technology business environment healthcare education community • Canadians will be asked to submit nominations digitally, and a panel of respected Canadians will choose the 25 most influential and remarkable. • Cisco/Allstream will donate $25,000 in technology products to each of the 25 transformational Canadians
    17. 17. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18 • Inspires engagement with inspirational Canadian program and ultimately with Cisco • Showcases the power of video • Positions Cisco as a leader in Technology and in supporting the importance of technology in Canada
    18. 18. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19 25TC
    19. 19. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
    20. 20. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
    21. 21. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
    22. 22. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
    23. 23. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24 48% of Technology Decision Makers read more than half of all email on Smart Phone Devices. Source: MarektingSherpa View on a PDA
    24. 24. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
    25. 25. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
    26. 26. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
    27. 27. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
    28. 28. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
    29. 29. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
    30. 30. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
    31. 31. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
    32. 32. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
    33. 33. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
    34. 34. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35 • http://www.ottawacitizen.com/wins+networking+challenge/4095985/story.html
    35. 35. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36 http://www.cisco.com/web/CA/index.html
    36. 36. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 37
    37. 37. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
    38. 38. Cisco Confidential 39© 2010 Cisco and/or its affiliates. All rights reserved.
    39. 39. Cisco Confidential 40© 2010 Cisco and/or its affiliates. All rights reserved.
    40. 40. Cisco Confidential 41© 2010 Cisco and/or its affiliates. All rights reserved.
    41. 41. Cisco Confidential 42© 2010 Cisco and/or its affiliates. All rights reserved.
    42. 42. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
    43. 43. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44
    44. 44. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 47
    45. 45. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 48
    46. 46. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 49
    47. 47. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 50 http://www.businesswire.com/news/home/20110118005694/en/Huawei-Opens-Headquarters-Canada-Deepens-Commitment-North
    48. 48. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 51 • Marketing in a Global Company • Marketing at the Country Level Localization (for Canada) Parlez-vous français? • 360 Campaigns Intregrate Activate Amplify • Customer Journeys Mobile & Social • Human Networks
    49. 49. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 52 http://www.cisco-guru.com/
    50. 50. Cisco Confidential 53© 2010 Cisco and/or its affiliates. All rights reserved.
    51. 51. Thank you.
    52. 52. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 56 http://poetsandquants.com/2011/01/11/creating-an-eharmony-model-for-mba-careers/
    53. 53. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 57
    54. 54. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 58
    55. 55. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 59
    56. 56. network the as the platform Mobility Data Video Voice Data Mobility Voice Video Enterprise Service Provider Small CommercialConsumer Information Freedom Communications Entertainment Public Sector Cisco: The Convergence Innovator One Seamless, Transparent Customer Experience
    57. 57. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 61 http://www.strategyonline.ca/articles/magazine/20090501/causeactioncisco.html
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