brand strategy to digital strategy

18
1 © 2010 Cisco and/or its affiliates. All rights reserved. Brand Strategy to Digital Strategy Alexander Montuschi Digital Marketing Manager

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Il 18 Maggio Cisco ha incontrato tante persone importanti per il progetto Idea Impresa (http://www.ciscoideaimpresa.it) – esperti di social web, di tecnologia, di comunicazione e marketing, che hanno accolto con piacere il nostro invito e hanno contribuito a rendere questa giornata un bel momento di scambio di idee e punti di vista su diversi temi, ma anche dipendenti Cisco che hanno già collaborato condividendo contenuti di valore. In questa presentazione Alexander Montuschi mostra come la strategia di marketing Cisco stia passando da una comunicazione di brand tradizionale a una comunicazione conversazionale.

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Page 1: Brand Strategy to Digital Strategy

1 © 2010 Cisco and/or its affiliates. All rights reserved.

Brand Strategy to Digital Strategy Alexander Montuschi Digital Marketing Manager

Page 2: Brand Strategy to Digital Strategy

© 2010 Cisco and/or its affiliates. All rights reserved.

Page 3: Brand Strategy to Digital Strategy

© 2010 Cisco and/or its affiliates. All rights reserved.

Work Live Play Learn

Page 4: Brand Strategy to Digital Strategy

© 2010 Cisco and/or its affiliates. All rights reserved.

Page 5: Brand Strategy to Digital Strategy

© 2010 Cisco and/or its affiliates. All rights reserved.

Network

Worldwide Leader in Networking

Page 6: Brand Strategy to Digital Strategy

© 2010 Cisco and/or its affiliates. All rights reserved.

IT and Communications

Network Leader in Next Generation

IT and Communications

Page 7: Brand Strategy to Digital Strategy

© 2010 Cisco and/or its affiliates. All rights reserved.

Experiences

IT and Communications

Network

Network as the Platform for Life’s

Experiences

Page 8: Brand Strategy to Digital Strategy

© 2010 Cisco and/or its affiliates. All rights reserved.

Page 9: Brand Strategy to Digital Strategy

© 2010 Cisco and/or its affiliates. All rights reserved.

Page 10: Brand Strategy to Digital Strategy

Cisco Confidential 10 © 2010 Cisco and/or its affiliates. All rights reserved.

Page 11: Brand Strategy to Digital Strategy

© 2010 Cisco and/or its affiliates. All rights reserved.

Page 12: Brand Strategy to Digital Strategy

Cisco Confidential 12 © 2010 Cisco and/or its affiliates. All rights reserved.

Page 13: Brand Strategy to Digital Strategy

Cisco Confidential 13 © 2010 Cisco and/or its affiliates. All rights reserved.

Page 14: Brand Strategy to Digital Strategy

© 2010 Cisco and/or its affiliates. All rights reserved.

engage

measure

monitor

Measure Analyze and track conversations, show business impact

Monitor Discover real-time, relevant, impactful

conversations

Engage Active dialog with

customers or prospects, track/tag

comments for further use

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© 2010 Cisco and/or its affiliates. All rights reserved.

amplify emergent dialogue

Social

affect a response

collaboration

Build Buzz

Media

Media Social

Strangers Customers Fans

Cisco.com, SEO, email, widgets / apps,

social network pages, communities, content

SEO, Facebook, YouTube, comments,

Twitter, Flickr, blogs, forums, Digg,

email

print advertising, partnerships,

television, banners, radio, sponsorships,

media deals, paid search

Bought Owned Earned

Page 16: Brand Strategy to Digital Strategy

© 2010 Cisco and/or its affiliates. All rights reserved.

Interbrand Best Global Brands, September 2010

Increasing Cisco’s Brand Value: in 2010

2010 Brand Value ($Billion)

1.  Coca Cola $ 70.4 2.  IBM 64.7 3.  Microsoft 60.8 4.  Google 43.5 5.  GE 42.8 6.  McDonald’s 33.5 7.  Intel 32.0 8.  Nokia 29.4 9.  Disney 28.7 10.  HP 26.8 11.  Toyota 26.1 12.  Mercedes Benz 25.1 13.  Gillette 23.2 14.  Cisco 23.2 15.  BMW 22.3 16.  Louis Vuitton 21.8 17.  Apple 21.1 18.  Marlboro 19.9 19.  Samsung 19.4 20.  Honda 18.5

Page 17: Brand Strategy to Digital Strategy

© 2010 Cisco and/or its affiliates. All rights reserved.

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BRAND MONITORING

CISCO.COM

2,294 followers

IDEA IMPRESA

Page 18: Brand Strategy to Digital Strategy

Thank you.