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Brand Strategy to Digital Strategy

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Il 18 Maggio Cisco ha incontrato tante persone importanti per il progetto Idea Impresa (http://www.ciscoideaimpresa.it) – esperti di social web, di tecnologia, di comunicazione e marketing, che hanno …

Il 18 Maggio Cisco ha incontrato tante persone importanti per il progetto Idea Impresa (http://www.ciscoideaimpresa.it) – esperti di social web, di tecnologia, di comunicazione e marketing, che hanno accolto con piacere il nostro invito e hanno contribuito a rendere questa giornata un bel momento di scambio di idee e punti di vista su diversi temi, ma anche dipendenti Cisco che hanno già collaborato condividendo contenuti di valore.

In questa presentazione Alexander Montuschi mostra come la strategia di marketing Cisco stia passando da una comunicazione di brand tradizionale a una comunicazione conversazionale.

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  • 1. Brand Strategy to DigitalStrategyAlexander MontuschiDigital Marketing Manager© 2010 Cisco and/or its affiliates. All rights reserved. 1
  • 2. © 2010 Cisco and/or its affiliates. All rights reserved.
  • 3. Work Live Play Learn © 2010 Cisco and/or its affiliates. All rights reserved.
  • 4. © 2010 Cisco and/or its affiliates. All rights reserved.
  • 5. Worldwide Leader Network in Networking© 2010 Cisco and/or its affiliates. All rights reserved.
  • 6. IT and Communications Leader in Next Generation Network IT and Communications© 2010 Cisco and/or its affiliates. All rights reserved.
  • 7. Experiences IT and Communications Network as the Network Platform for Life’s Experiences© 2010 Cisco and/or its affiliates. All rights reserved.
  • 8. © 2010 Cisco and/or its affiliates. All rights reserved.
  • 9. © 2010 Cisco and/or its affiliates. All rights reserved.
  • 10. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  • 11. © 2010 Cisco and/or its affiliates. All rights reserved.
  • 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
  • 14. Monitor monitor Discover real-time, relevant, impactful conversations Measure measure Analyze and track conversations, engage Engage show business impact Active dialog with customers or prospects, track/tag comments for further use© 2010 Cisco and/or its affiliates. All rights reserved.
  • 15. amplify emergent Build dialogue Buzz affect a response Social Media ation collabor Bought Owned Earned Soci al Media print advertising, SEO, Facebook, Cisco.com, SEO, email, YouTube, comments, partnerships, widgets / apps, television, banners, Twitter, Flickr, social network pages, blogs, forums, Digg, radio, sponsorships, communities, content media deals, paid search email Strangers Customers Fans© 2010 Cisco and/or its affiliates. All rights reserved.
  • 16. 2010 Brand Value ($Billion) 1.  Coca Cola $ 70.4 2.  IBM 64.7 3.  Microsoft 60.8 4.  Google 43.5 5.  GE 42.8 6.  7.  McDonald’s Intel 33.5 32.0 Increasing Cisco’s 8.  9.  Nokia Disney 29.4 28.7 Brand Value: in 10.  11.  HP Toyota 26.8 26.1 2010 12.  Mercedes Benz 25.1 13.  Gillette 23.2 14.  Cisco 23.2 15.  BMW 22.3 16.  Louis Vuitton 21.8 17.  Apple 21.1 18.  Marlboro 19.9 19.  Samsung 19.4 20.  Honda 18.5 Interbrand Best Global Brands, September 2010© 2010 Cisco and/or its affiliates. All rights reserved.
  • 17. CISCO.COM Facebook.com/ Twitter/CiscoItalia CiscoItalia 2,294 followers 937 fans IDEA IMPRESA YouTube/CiscoItalia http://www.linkedin.com/ groups?gid=2699921 80,000 views 665 members BRAND MONITORING© 2010 Cisco and/or its affiliates. All rights reserved.
  • 18. Thank you.