U ottawa e mba_mba_bcomm keynote _lina arseneault jan 2011
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The document discusses Cisco's marketing strategies in Canada, including: - Using 360 campaigns that integrate, activate, and amplify messaging across multiple channels like social media, mobile, and print. - Creating customer journeys focused on mobile and social media. - Developing human networks to engage partners, customers, and communities.
U ottawa e mba_mba_bcomm keynote _lina arseneault jan 2011
- 1. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential 1Cisco Confidential 1息 2010 Cisco and/or its affiliates. All rights reserved. Together Ensemble Lina Arseneault, Director of Marketing Cisco Canada January 2011
- 2. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2 lina@cisco.com @LinaArseneault @CiscoCanada www.linkedin.com/in/linaarseneault
- 3. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3 Marketing in a Global Company Marketing at the Country Level Localization (for Canada) Parlez-vous fran巽ais? 360 Campaigns Intregrate Activate Amplify Customer Journeys Mobile & Social Human Networks
- 4. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4 http://newsroom.cisco.com/dlls/corpinfo/corporate_overview.html
- 5. Market Share Leadership 0% 20% 40% 60% 80% 100% Digital Video: IPTV 62%Cisco/SA 0% 20% 40% 60% 80% 100% Switching: Modular/Fixed Cisco/SA 72% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Security Cisco Security 37% 0% 20% 40% 60% 80% 100% Voice Cisco 33% 0% 20% 40% 60% 80% 100% Wireless: LAN Cisco 55% 0% 20% 40% 60% 80% 100% Storage: Area Networks Cisco 28% 0% 20% 40% 60% 80% 100% Routing: Edge/Core/Access Cisco 57% 100% 0% 20% 40% 60% 80% Networked Home Linksys 28% 0% 20% 40% 60% 80% 100% Web Conferencing Cisco/WebEx 50%
- 6. Integration as sustainable competitive advantage Diverse product portfolio for long-term stability Market Share Leadership 33%62% 72%28% 50% 55% 37%57% 50% 62% 72%37% 33% 28% 57% 28% Only company with leadership across all segments 28% 55%
- 7. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7 together
- 8. Cisco Confidential 8息 2010 Cisco and/or its affiliates. All rights reserved.
- 9. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9 Integrate Activate Amplify Broadcast Social Media Mobile/ iPAD CSR/Com munity Outreach Public Relations Partner /Customer Engagement Industry Relations Search Online Print
- 10. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10 Grass Roots Outreach to schools and communitites Online Partnership Extensions cbc.ca, sympatico.ca, nationalpost.com Corporate Communications Partners, Customer s and Employees PR Create excitement and education (traditional media and blogs) Place-based media CBC banner, digital placed media Onemillionactsofgreen.com viral push to friends Facebook application and group to leverage social media connections and share experience YouTube Create buzz via content distribution sites Television creates awareness and support CBCs The Hour and promotional schedule Twitter create buzz via online discussion Sports Marketing NBA (Steve Nash endorsement), NHL and Blue Jays
- 11. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
- 12. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
- 13. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13 1 in 5 visitors viewed a video 61% of video views were in the 70-100% view range Online traffic originated from: Ottawa Citizen 56% Canada.com 10.5% Cyberpresse (French) 6% Print (typing in a URL) 4.2% Hill Times 3.3% Public Sector 56% 6% 3.3%
- 15. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
- 16. Cisco Confidential 16息 2010 Cisco and/or its affiliates. All rights reserved.
- 17. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17 In partnership with Cisco, CTVglobemedia & La Presse Affaires will produce a multi-platform editorial/content series titled 25 Transformational Canadians The program will recognize 25 of the most notable Canadians that have transformed the lives of others, in Canada and/or around the world, by their vision and leadership in the following areas: science and technology business environment healthcare education community Canadians will be asked to submit nominations digitally, and a panel of respected Canadians will choose the 25 most influential and remarkable. Cisco/Allstream will donate $25,000 in technology products to each of the 25 transformational Canadians
- 18. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18 Inspires engagement with inspirational Canadian program and ultimately with Cisco Showcases the power of video Positions Cisco as a leader in Technology and in supporting the importance of technology in Canada
- 19. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19 25TC
- 20. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
- 21. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
- 22. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
- 23. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
- 24. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24 48% of Technology Decision Makers read more than half of all email on Smart Phone Devices. Source: MarektingSherpa View on a PDA
- 25. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
- 26. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
- 27. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
- 28. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
- 29. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
- 30. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
- 31. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
- 32. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
- 33. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
- 34. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
- 35. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35 http://www.ottawacitizen.com/wins+networking+challenge/4095985/story.html
- 36. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36 http://www.cisco.com/web/CA/index.html
- 37. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 37
- 38. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
- 39. Cisco Confidential 39息 2010 Cisco and/or its affiliates. All rights reserved.
- 40. Cisco Confidential 40息 2010 Cisco and/or its affiliates. All rights reserved.
- 41. Cisco Confidential 41息 2010 Cisco and/or its affiliates. All rights reserved.
- 42. Cisco Confidential 42息 2010 Cisco and/or its affiliates. All rights reserved.
- 43. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
- 44. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44
- 47. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 47
- 48. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 48
- 49. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 49
- 50. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 50 http://www.businesswire.com/news/home/20110118005694/en/Huawei-Opens-Headquarters-Canada-Deepens-Commitment-North
- 51. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 51 Marketing in a Global Company Marketing at the Country Level Localization (for Canada) Parlez-vous fran巽ais? 360 Campaigns Intregrate Activate Amplify Customer Journeys Mobile & Social Human Networks
- 52. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 52 http://www.cisco-guru.com/
- 53. Cisco Confidential 53息 2010 Cisco and/or its affiliates. All rights reserved.
- 55. Thank you.
- 56. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 56 http://poetsandquants.com/2011/01/11/creating-an-eharmony-model-for-mba-careers/
- 57. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 57
- 58. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 58
- 59. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 59
- 60. network the as the platform Mobility Data Video Voice Data Mobility Voice Video Enterprise Service Provider Small CommercialConsumer Information Freedom Communications Entertainment Public Sector Cisco: The Convergence Innovator One Seamless, Transparent Customer Experience
- 61. 息 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 61 http://www.strategyonline.ca/articles/magazine/20090501/causeactioncisco.html