u ottawa e mba_mba_bcomm keynote _lina arseneault jan 2011
TRANSCRIPT
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential 1Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.
Together – Ensemble
Lina Arseneault, Director of Marketing – Cisco Canada
January 2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
@LinaArseneault
@CiscoCanada
www.linkedin.com/in/linaarseneault
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
Together, ensemble
• Marketing in a Global Company
• Marketing at the Country Level
Localization (for Canada)
Parlez-vous français?
• 360 Campaigns
Intregrate
Activate
Amplify
• Customer Journeys
Mobile & Social
• Human Networks
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
http://newsroom.cisco.com/dlls/corpinfo/corporate_overview.html
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/SA72%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%Security
Cisco
Security
37%
0%
20%
40%
60%
80%
100%Voice
Cisco33%
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
Cisco57%
100%
0%
20%
40%
60%
80%
Networked Home
Linksys 28%
0%
20%
40%
60%
80%
100%Web Conferencing
Cisco/WebEx
50%
Integration as sustainable competitive advantage
Diverse product portfolio for long-term stability
Secur
ity
Voice
Routin
g: E
dge/
Core/
Acces
s
Digita
l Vide
o: IP
TV
Wire
less:
LAN
Networ
ked
Home
Switchin
g: M
odula
r/Fixe
d
Stora
ge: A
rea
Networ
ks
Web
Con
fere
ncing
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%
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360 Campaigns
Integrate
Activate
Amplify
Broadcast
Social Media
Mobile/
iPAD
CSR/Community Outreach
Public Relations
Partner
/Customer Engagement
Industry Relations
Search
Online
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Grass Roots – Outreach to schools and communitites
Online Partnership Extensions – cbc.ca, sympatico.ca, nationalpost.com
Corporate Communications – Partners, Customers 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 – CBC’s The Hour and promotional schedule
Twitter – create buzz via online discussion
Sports Marketing – NBA (Steve Nash endorsement), NHL and Blue Jays
We are the human network
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Brand Refresh: Together, we are the human network
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Brand Refresh: Together, we are the human network
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Brand Refresh: Together, we are the human network
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%
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25 Transformational Canadian
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The Concept - Overview• 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
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Program Benefits
• 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
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Marketing Messages and Smart Phones
48% of Technology Decision Makers read more than half of all email on Smart Phone Devices.Source: MarektingSherpa
View on a PDA
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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35• http://www.ottawacitizen.com/wins+networking+challenge/4095985/story.html
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
http://www.cisco.com/web/CA/index.html
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http://www.businesswire.com/news/home/20110118005694/en/Huawei-Opens-Headquarters-Canada-Deepens-Commitment-North
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Together, ensemble
• Marketing in a Global Company
• Marketing at the Country Level
Localization (for Canada)
Parlez-vous français?
• 360 Campaigns
Intregrate
Activate
Amplify
• Customer Journeys
Mobile & Social
• Human Networks
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 52
http://www.cisco-guru.com/
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http://poetsandquants.com/2011/01/11/creating-an-eharmony-model-for-mba-careers/
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