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Pol Vanbiervliet, Cisco: remove the barriers between space and time
The document discusses the advantages of fully networked enterprises, citing research that shows such companies tend to be market leaders and achieve higher margins. It contrasts traditional marketing practices with the benefits of leveraging social media and virtual events, highlighting cost savings and increased audience engagement. Additionally, it outlines guidelines for responsible online communication and the importance of transparency and accountability.
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Pol Vanbiervliet, Cisco: remove the barriers between space and time
- 1. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 1 Thank you. Remove the Barriers Between Space and Time http://www.youtube.com/watch?v=r1_QqxwFrYM
- 2. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 2Cisco Confidential 2 “Our data show that fully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management practices that lead to margins higher than those of companies using the web in more limited ways…” McKinsey Global Institute The rise of the networked enterprise: Web 2.0 finds its payday Jacques Bughin, Michael Chui December 2010
- 3. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 3 “ Agencies are uneducated, brands are uneducated… There are no best practices, there are just hunches about what will work. ” Ian Schafer CEO Deep Focus New York Times October 2010
- 4. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 4
- 5. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 5 www.ciscolive.com
- 6. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 6 Public Q&Awith Cisco CEO using Video + Twitter + Blog
- 7. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 7 Uses her Twitter Community of over 1.3M followers to Amplify Cisco’s voice on Cloud and Unified Computing Share technology insights Get feedback on her ideas and presentations
- 8. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 8 Mexico Winner: LifeAccount www.cisco.com/iprize
- 9. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 9 Traditional, physical eventTraditional, physical eventApproachApproach Virtual, Viral and Visual: leveraging social media/virtual event Virtual, Viral and Visual: leveraging social media/virtual event ApproachApproach Required extensive audience travel to San Jose, CA Required extensive audience travel to San Jose, CA TravelTravel None – saved carbon emissions equal to 188 tons of coal None – saved carbon emissions equal to 188 tons of coal TravelTravel 100+ attendance in 100 countries 100+ attendance in 100 countries SizeSize Global – 7,000+ attendance in 128 countries Global – 7,000+ attendance in 128 countries SizeSize $20,000+ in airport car service alone $20,000+ in airport car service alone CostCost Less than ONE-SIXTH of CRS-1 launch expense Less than ONE-SIXTH of CRS-1 launch expense CostCost 87 articles, 135 press attended events 87 articles, 135 press attended events CoverageCoverage 245 articles, 1000+ blog posts, 45M+ impressions 245 articles, 1000+ blog posts, 45M+ impressions CoverageCoverage CRS-1 LaunchCRS-1 Launch ASR 1000 LaunchASR 1000 Launch
- 10. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 10Cisco Confidential 10 Total volume of mentions Blogs 36% Forum replies 8% MicroMedia 47% Other 9% Mentions by media type 0 5000 10000 15000 20000 Phone Networking Configuration Small Business Collaboration Video Certification Virtualization Volume of mentions by topic Source: Ant’s Eye View w/Radian6 data 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 01-jul 08-jul 15-jul 22-jul 29-jul 05-aug 12-aug 19-aug 26-aug 02-sep 09-sep 16-sep 23-sep 30-sep 07-okt 14-okt 21-okt 28-okt Earnings Umi LaunchUmi Launch
- 11. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 11Cisco Confidential 11 http://www.youtube.com/watch?v=QUY9fr2ttqU Social Mining
- 12. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 12Cisco Confidential 12 Cisco Enters the Enterprise Social Software Market Content management Social & network- based auto-tagging People, communities, information, search Click to: call, IM, meet Personal dashboard Directory profile Blogs, wikis, forums Video Community team space UC-enabled browser Policy and Security Micro-blogging
- 13. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 13 Be transparent about who you are Take responsibility for what you post Be professional and timely in your response Support your opinions with facts Admit when you make a mistake and promptly correct it Don't post something that you do not feel comfortable saying face to face Add value, not noise Be aware of laws regarding privacy, confidentiality, IP, libel, insider trading, and endorsements - read the Policy documentation carefully
- 14. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 14 Beginner Marketing Communications Professional Digital Marketer Subject Matter Expert
- 15. © 2011 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 15 Thank you.