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

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

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  • 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. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2 lina@cisco.com @LinaArseneault @CiscoCanada www.linkedin.com/in/linaarseneault
  • 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. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4 http://newsroom.cisco.com/dlls/corpinfo/corporate_overview.html
  • 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. 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. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7 together
  • 8. Cisco Confidential 8© 2010 Cisco and/or its affiliates. All rights reserved.
  • 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. © 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. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  • 12. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  • 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. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  • 15. Cisco Confidential 16© 2010 Cisco and/or its affiliates. All rights reserved.
  • 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. © 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. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19 25TC
  • 19. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
  • 20. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
  • 21. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  • 22. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 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. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
  • 25. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
  • 26. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
  • 27. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
  • 28. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
  • 29. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
  • 30. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
  • 31. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
  • 32. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
  • 33. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 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. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36 http://www.cisco.com/web/CA/index.html
  • 36. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 37
  • 37. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
  • 38. Cisco Confidential 39© 2010 Cisco and/or its affiliates. All rights reserved.
  • 39. Cisco Confidential 40© 2010 Cisco and/or its affiliates. All rights reserved.
  • 40. Cisco Confidential 41© 2010 Cisco and/or its affiliates. All rights reserved.
  • 41. Cisco Confidential 42© 2010 Cisco and/or its affiliates. All rights reserved.
  • 42. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
  • 43. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44
  • 44. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 47
  • 45. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 48
  • 46. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 49
  • 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. © 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. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 52 http://www.cisco-guru.com/
  • 50. Cisco Confidential 53© 2010 Cisco and/or its affiliates. All rights reserved.
  • 51. Thank you.
  • 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. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 57
  • 54. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 58
  • 55. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 59
  • 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. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 61 http://www.strategyonline.ca/articles/magazine/20090501/causeactioncisco.html