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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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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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