Heather meza content marketing now conf-2012_cisco case study_day 2
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Heather Meza, Head of Digital Media Solutions for Cisco Services Marketing, will share the reality of making the shift to content marketing within a large enterprise; what it really takes to ignite ...

Heather Meza, Head of Digital Media Solutions for Cisco Services Marketing, will share the reality of making the shift to content marketing within a large enterprise; what it really takes to ignite change and inspire.Content Marketing Strategies Conference - May 2012.
http://ContentMarketingNow.com @contentmktgnow

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  • Content Strategy Case Study: Heather Meza, Head of Digital Media Solutions for Cisco Services Marketing shares the reality of making the shift to content marketing within a large enterprise; what it really takes to ignite change and inspire.
  • Me Pregnant:Two years ago I went on maternity leave. I read about content marketing and it REALLY resonated with me. I read more. I got excited. The philosophy behind CM goes to my core. Its simple and common sense and it has the power to change the problems we face as creators and consumers of content. IMHO, It is the most transformative catalyst to date for marketing.
  • New leader for Services, new Leader for Marketing, new boss, oh my! If I cant be with my son, then what I’m doing better be meaningful and rewarding. Done with giving up before starting, no more victims, pick up our powerballs!
  • Me Pregnant:Two years ago I went on maternity leave. I read about content marketing and it REALLY resonated with me. I read more. I got excited. The philosophy behind CM goes to my core. Its simple and common sense and it has the power to change the problems we face as creators and consumers of content. IMHO, It is the most transformative catalyst to date for marketing.
  • Me Pregnant:Two years ago I went on maternity leave. I read about content marketing and it REALLY resonated with me. I read more. I got excited. The philosophy behind CM goes to my core. Its simple and common sense and it has the power to change the problems we face as creators and consumers of content. IMHO, It is the most transformative catalyst to date for marketing.
  • (vegan), Imagine EVERYDAY you are excited because you:get more for your hard work and work less hours are valued for your expertise know you’re making a difference
  • (vegan)
  • (vegan)
  • (vegan)
  • (vegan)
  • (workflow, templates, education)
  • Don’t wait for it to be “done”
  • Don’t wait for it to be “done”

Heather meza content marketing now conf-2012_cisco case study_day 2 Heather meza content marketing now conf-2012_cisco case study_day 2 Presentation Transcript

  • MARKETING REBORNOur journey to make the shift tocontent marketingHeather MezaHead of Digital Media Solutions for Services MarketingContent Marketing Strategies ConferenceMay 9, 20012© 2011 Cisco and/or its affiliates. All rights reserved. @HeatherMeza
  • How it started for me The journey we’re on Points of reference Q&A© 2011 Cisco and/or its affiliates. All rights reserved. 2 @HeatherMeza
  • my love affair with content marketing @HeatherMeza© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  • © 2011 Cisco and/or its affiliates. All rights reserved. 4 @HeatherMeza
  • Mommy Perspective Organizational Change Getting my “powerball” back© 2011 Cisco and/or its affiliates. All rights reserved. 5 @HeatherMeza
  • © 2011 Cisco and/or its affiliates. All rights reserved. 6 @HeatherMeza
  • Marketing got a new boss I got a new boss The COE model was born© 2011 Cisco and/or its affiliates. All rights reserved. 7 @HeatherMeza
  • Reach your goals. Hold onto your “Powerball”ResponsibilityIs it within my power? Release.Relationships. Let it go and move on…Can I propeloutcomes? @HeatherMeza
  • steps to success for driving the change @HeatherMeza© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  • 1. Be passionate, take risks 2. Get your first followers 3. Plan as a team 4. Start with one small thing 5. Make your story tell-able 6. Pause and reflect 7. Drive the change 8. Make it happen 9. Nurture the change© 2011 Cisco and/or its affiliates. All rights reserved. 10 @HeatherMeza
  • • Get educated, become an expert • Lead by example and influence to drive change • Change your mindset around conflict and escalations ONE1 @HeatherMeza© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  • • Define why you are doing it and why folks should care • Turn your leadership into true believers • Inspire and motivate folks in the weeds to take action TWO2 @HeatherMeza© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  • • Define success, formalize effort, establish accountability • Get participation at multiple levels across the organization • Establish what you ARE and are NOT going to do THREE3 @HeatherMeza© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  • • Hyper-focus, commit and give it your all • Trust your experts but validate through research and data • Engage and arm your leadership to support you FOUR4 @HeatherMeza© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  • • Put your CM skills to task, practice what you preach! • Get out there and evangelize by telling the story yourself • Enable others to tell your story; create shareable versions FIVE5 @HeatherMeza© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  • • Celebrate! this is REALLY hard • Identify what is working and what is NOT working • Revisit what you are doing and why; anything changed? SIX6 @HeatherMeza© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  • • Assess progress, establish benchmark, measure success • Define who and what is needed to move forward • Get commitment to prioritize resources to support the effort in phases and doses SEVEN7 @HeatherMeza© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  • • It’s a go! STOP doing what you know is wrong NOW • Define WHAT is needed by whom to embrace the change • Strategize and plan together, but enable teams to define process and execute within their functions EIGHT8 @HeatherMeza© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  • • Surround yourself and engage with others. Keep learning • Evangelize, Measure & Optimize • Be your own best friend NINE9 @HeatherMeza© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  • things to remember and look for @HeatherMeza© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
  • • Start with “why”: make it meaningful and clear so people can change at the core and be able to make the right decisions naturally and independently• Lead with outcomes: Leadership needs to be outcome versus tactic focused. Accountability for outcomes vs. rewards for “hard” but not smart work is essential• Be one team: Strategize and plan together, but empower experts to play their position and execute• Hold onto your powerball: Do what’s right for the business. Call out bad behavior to understand the root cause and resolve asap• Fail forward: We don’t have all the answers. Dont be afraid to experiment. Learn from your mistakes @HeatherMeza© 2011 Cisco and/or its affiliates. All rights reserved. 21
  • • MarketingProfs.com (and marketingprofsu.com)• eConsultancy.com• ContentRulesBook.com• ContentMarketingInstitute.com• Simon Sinek’s starting with Why TED Talk: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html• Derek Sivers’s TED talk on how to start a movement: http://www.ted.com/talks/derek_sivers_how_to_start_a_movement.html• Pinterest, Twitter, Flipboard @HeatherMeza© 2011 Cisco and/or its affiliates. All rights reserved. 22
  • Thank you. @HeatherMeza