Cisco Interaction Network: Past, Present, Future

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See how to transform a brilliant online TV program to nurture prospects and customers into leads.

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  • (81% of adults research online) (36% of TDMs rely on WOM, #1 influencer among BDMs) Engage new customers through new channels
  • Continue Link Integration and keyword optimization Incorporate more interactive elements: comments, ratings
  • Balance between corporate polish and authenticity Create a consistent online persona Not a means to an instant result—long term…. Scarcity and Controversy are the biggest drivers of influence/viral expansion Closed-loop activity is missing
  • Traditional: Get random large amounts of people in the funnel and then weed out the uninterested Traditional marketing has always been about interrupting—not engaging More customer/prospect focused Want to be more collaborative Email = spam, web banners is a shot in the dark—perceived as annoying TM is shot at a dart board with a blindfold, interruption It is time to start convos, continue convos, match experts with interested parties Leverage contributors, reviews, referrals as part of our marketing mix (more powerful), harnessing influence Limited budget—need Cisco ambassadors to spread the word
  • Extend asset investment Extend asset investment Harvest relevant content from marketplace Scale scarce subject matter expert resources Leverage influencers for credibility Engage new customers through new channels Empower prospects & customers to be Cisco ambassadors Integrate new media tactics with traditional, systematically
  • Cisco Interaction Network: Past, Present, Future

    1. 1. Cisco Interaction Network FY09 Online Progress & Potential Melissa Kennedy See, it ’s simple
    2. 2. Agenda <ul><li>In the beginning… </li></ul><ul><li>Looking Back: My…how far we have come </li></ul><ul><li>The Big Picture—Let ’s philosophize </li></ul><ul><li>War is not over…Where to? </li></ul>
    3. 3. In the beginning… <ul><li>Incredible content, innovation, success, $$$ </li></ul><ul><li>Disparate online activities (within CIN and beyond) </li></ul><ul><li>New unproven tools & tactics </li></ul>
    4. 4. End Game: Deliver Lifetime Champions <ul><li>Buying cycles begin online </li></ul><ul><li>Create trusted & credible engagement </li></ul><ul><li>Harvest & use relevant content from marketplace </li></ul><ul><li>Empower prospects & customers to be Cisco ambassadors— ”scalable word of mouth” </li></ul>Campaigns begin and end—conversations last forever…
    5. 5. Looking Back: My…how far we have come Before After <ul><li>All video locked in 1 page </li></ul><ul><li>Search engines can ’t index </li></ul><ul><li>Unlock content </li></ul><ul><li>Transcripts help engines index </li></ul><ul><li>Optimized tags </li></ul>
    6. 6. Looking Back: My…how far we have come Before (Rogue) After (Official) <ul><li>Ahead of its “operational” time </li></ul><ul><li>Limited consistent CIN/Cisco branding </li></ul><ul><li>Transactional vs systematic </li></ul><ul><li>Disparate activities—no hub </li></ul><ul><li>Limit destinations </li></ul><ul><li>Leverage corp platforms </li></ul><ul><li>Leverage Cisco brand </li></ul><ul><li>Implement content editorial/execution strategy </li></ul>
    7. 7. The Big Picture: Let ’s Philosophize <ul><li>“ Exchange of Content” crowned new King </li></ul><ul><li>Tools don ’t matter without objectives </li></ul><ul><li>People want to connect with People (online or off) </li></ul><ul><li>New media is free to access, NOT to do </li></ul><ul><li>Goes beyond CIN, Traditional, New, Marketing </li></ul><ul><li>Discipline and Patience are the new “shiny” ball </li></ul>
    8. 8. Transformation of the Funnel Traditional Marketing Funnel New Marketing Funnel Source: Forrester Research
    9. 9. War is not over…Where to: CIN, Beyond? <ul><li>CIN Foundation set </li></ul><ul><li>CIN Mindset evolved </li></ul><ul><li>CIN Roundabout created </li></ul><ul><li>Integrate & Extend </li></ul><ul><li>Invest accordingly </li></ul><ul><li>Optimize </li></ul>

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