Inside Look: How Cisco Is Leveraging Hybrid Events To Deliver More Value

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Watch the full presentation at: http://bit.ly/bY8daH. Hybrid events are a hot topic in the event marketing industry. Cisco is a leader in leveraging virtual events across its business to drive more …

Watch the full presentation at: http://bit.ly/bY8daH. Hybrid events are a hot topic in the event marketing industry. Cisco is a leader in leveraging virtual events across its business to drive more value and reach larger audiences. Join this session to learn why and how Cisco successfully leverages hybrid events and what it is planning in the future. During this webcast Cisco’s Kelly Graham and Dannette Veale will share key points for planning a hybrid event. They will discuss how to craft your virtual hybrid strategy, the best practices for executing a hybrid event, and share a case study on Cisco Live, one of Cisco’s largest global hybrid events.

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  • 1. Virtual Event Strategy Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1
  • 2. Speakers  Dannette Veale  Kelly Graham Global Manager, Manager, Social Strategy Group Cisco Live and Networkers Virtual Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
  • 3. Customer Marketing Strategies  Get more profitable customers Get  Increase market share  Keep those customers longer Keep  Maintain market share  Grow them into bigger customers Grow  Expand customer share Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3
  • 4. Virtual Event Strategy Start with Understanding Your Audience  Who is your audience?  What do you know about them? What do you need to learn?  What tactics & content would best resonant with them? Document Your Objectives  What will success look like?  What are the obstacles to success? Develop a Measurement Plan  Identify how you are going to measure your objectives  Review the metrics and reports that are available to you currently  Understand what metrics and data the platform or technology can deliver  Compare to other like programs and results (benchmarking) Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4
  • 5. Virtual Event Strategy Promotion: Use Traditional Communication Tactics  Targeted email invitations continue to be the #1 direct response tactic  Newsletters  Banner ad placements  Strategic partnerships DO  Invest in good demand generation copywriting and design  Communicate a clear and single call to action  Create compelling email subject lines that stand out  Articulate the value proposition of attending the event Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5
  • 6. Virtual Event Strategy Promotion: Embrace Social Media Tactics  Find a social media expert within your organization. With a little training they will be able to support the integration of social media into your communications plan.  Know where your target audience spends time online (watering holes). Engage them in conversation, rather than shout.  Encourage your audience to become your word-of-mouth advocates through Twitter, blogs, uploading photos and movies  Social media should be used throughout the lifecycle of the event  Don‟t forget your Twitter hashtag! (Virtual Edge Summit is #VE10) Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6
  • 7. Virtual Event Strategy Don’t Underestimate Resources  Successful Virtual Events require the same attention as physical events- don‟t underestimate the planning and execution  You will need a strategist, program manager, communications lead, social media lead, registration, speakers, content developers, project manager, audio visual, technical lead, SME staff, event staff, vendors  An Event is an Event is an Event Accommodate for the Learning Curve  Ease the learning curve – contract or hire an experienced virtual event manager  Speaker, staff, sponsor trainings are a „must‟  Attend other virtual events yourself to understand what the user experience will be for your audience Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7
  • 8. New Metrics and Measurement  Paradigm Shift: Virtual Events provide marketers with true marketing data for advanced business intelligence  Unlike physical events, virtual events capture aggregate metrics and individual data based on behaviors  Metrics + data=actionable intelligence with closed loop reporting  Every virtual event plan needs to include a well-thought measurement strategy to ensure the robust level of data outputs are effectively captured and analyzed Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8
  • 9. Choosing a Virtual Vendor  How long have they been in business?  How financially secure is their business or funding?  What features do they offer that are a priority for your event?  Do they offer live day event support?  What type of training do they offer?  Is their platform integrated with social media, registration tools or other software programs?  Does their platform and content have translation or localization options? Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9
  • 10. Key Virtual Show Features  Strategic user design  Video production  Customizable booth designs  Comprehensive web-based show  Registration with configurable pages reporting and metrics  Training  Video greeting, green screen integration  Webcasting (audio, video)  Event management  Live Q&A  Help booth  Banner advertising within virtual environment  Prize center  Show microsite  Search (within content, titles, profiles)  CMS/Repository for content  Alerts & announcements with time bracketing  Group and 1:1 chat  Moderated chats  Video chats Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10
  • 11. Virtual Event Timeline Example Starting Time Description 17 - 18 weeks prior Strategy kick-off call, show requirements, project planning. Identify roles and responsibilities. Secure agencies. 16 weeks prior Create URL matrix and set up registration page 14 -15 weeks prior Initiate copywriter for email invitations 13 weeks prior Creative final for all copy deck 12 weeks prior Identify question managers 11 weeks prior Show Registration, create environment framework 10 weeks prior Create microsite 8 weeks prior Content collection, show setup, promotion and marketing 6 weeks prior Provide video recordings, PPT decks and webcast content 4 weeks prior Provide booth assets and collateral 2 weeks prior Exhibitor and booth staff training 1 week prior Email reminders and announcements, rehearsal Live Event Event execution Post Event Set up for on demand viewing, produce summary reports Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11
  • 12. Hybrid Event Timeline Example Starting Time Description 20 - 24 weeks prior Strategy kick-off call, set show requirements, project planning, identify team roles, contact and secure all agencies, engage with copywriter for invitations and emails 19 weeks prior Invitation to partners and exhibitors for participation 18 weeks prior Build email campaign template, copy for pre-show, partners initiated. Finalize booth builds. 16 -17 weeks prior Content due for microsite and invitations, initiate webcast submission process, finalize exhibitor participation 14 -15 weeks prior Content for pdf invite for partners to email 12 - 13 weeks prior Creative final for all copy deck, booth builder training 11 weeks prior Create environment framework 9 - 10 weeks prior Set up registration and confirmation emails to attendees, finalize microsite 6 - 8 weeks prior Promotion and marketing, provide video recordings, PPT decks and webcast content due 4 - 5 weeks prior Complete booth build process, QA virtual conference space, webcast schedule finalized, send non-responder email 3 weeks prior Staff hours finalized, booth staff training 2 weeks prior Send email for pre-show for exhibitors and booth staffers, send last chance email 1 week prior Send show reminder email to registrants, rehearsal Week of Event Event execution, send general session to agency one day before Post Event Set up for on demand viewing, produce summary reports Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12
  • 13. Case Study: Cisco Live and Networkers Virtual Dannette Veale, Virtual Strategist dveale@cisco.com @dveale on Twitter
  • 14. What We Will Cover Insights into Cisco Live Hybrid Virtual Strategy  Driving Factors  Questions Asked  What We Launched  Key Results  Future Trends Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  • 15. Driving Factors  Economic Climate  Travel Restrictions  Broader Audience Reach  Global Inclusion  Extending the Reach of Messaging  Central Platform for All Cisco User Conferences Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  • 16. Key Questions  Will we cannibalize our physical event audience?  How and when do we market the virtual option to attend?  What content is needed for the virtual event?  Should we charge for the virtual event?  How do we sell and manage sponsorships?  How do we enable attendee interaction in the virtual event?  How do we include fun in the virtual event? Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  • 17. What We Launched  365, 24x7 Platform Launched April 2009  Registration Options: Guest Access and Premier Access  2 Day Hybrid Event in Conjunction with Cisco Live San Francisco 2009 Included: Live Keynotes, Super Sessions and Technical Seminars Virtual Exclusive Post Keynote Executive Chat Sessions 15 On-Demand Technical Sessions Partner and Cisco Booths with Live Staff Available via Virtual Tradeshow Floor Live Stream of Cisco Booth Theater From Physical Event to Virtual Audience Ask the Expert Experience, Real Time Troubleshooting and Network Design Guidance Interactive Scavenger Hunt and Show Prize Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  • 18. Key Results  Net-New Attendees – 55% first timers to Cisco Live  New Audience – 33% executive/senior management and management groups  Virtual Conversion – 34% virtual attendees indicated that they are extremely or very likely to attend in-person  High Success in Conveying Key Messages – 4.2 virtual vs. 4.3 in-person  To Date, 30k+ Registered from 185 Countries Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  • 19. Future Trends for Hybrid Events  Deeper Use of Social Media Platforms Such as uStream  Increased Use of Games and Contest to Increase Attendee Interaction and Fun! Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  • 20. Question and Answer ? Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
  • 21. Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21
  • 22. References  Many of the items in this presentation are documented on the Cisco Virtual Environments Blog in greater detail.  Articles written about Cisco Live and Networkers Virtual are available via the below: BtoB Magazine, “Virtual Show Evangelist” (http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100308/FR EE/303089987) BtoB Magazine, “Cisco expands reach of annual global event virtually” (http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100308/FR EE/303089986) Virtual Edge, “Cisco Live Virtual Wrapped Today” (http://www.virtualedge.org/articles/index/view?id=1651552:Article:42 42) Meetings and Conventions, “Hybrid Events” (http://www.meetings- conventions.com/articles_ektid30842.aspx?page=1) Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  • 23. “Everything that Cisco offers on their web site and in free seminars, etc. helps them to stay the leader in networking products. Cisco Live and Networkers Virtual is another example of Cisco‟s leadership and vision providing great value to everyone.” Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
  • 24. Customer Input on Cisco Live Virtual  “Great way to participate, attend training,  Cisco Live Virtual is a great have Q&A sessions and network with other way to interact with other industry experts when you cannot travel. “ - Cisco users and Cisco - Todd Para, Sisters of Mercy employees in a way that is not available otherwise online.” –  “You have to try Cisco Live Virtual. It's Jennifer Huber, Coleman impressive.” -- Aron Heglin, Coherent, Inc. Technologies, Inc.  “This is a really good tool that allows us to  “I would suggest that it is a attend the sessions even without being tremendous benefit as an physically on-site.” -- Marco Bavera, THE addition to attending the event BOEING COMPANY live.” -- Michael Cecil, Desert Diamond Casino  “Cisco Live Virtual offers excellent opportunities for networking with peers and  “Price point is decent and yet Cisco.” -- Shawn McReynolds, Alpha you get access to the recorded Natural Resources breakout session. Less travel costs.” -- Kevin Shaw, UPS  “Sorry you couldn't go to Networkers, did you know you could log on to Cisco Live Virtual? It's totally cool, check it out!” -- Holly Costa, Cabrillo College Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24