brand strategy to digital strategy
DESCRIPTION
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.TRANSCRIPT
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Brand Strategy to Digital StrategyAlexander MontuschiDigital Marketing Manager
© 2010 Cisco and/or its affiliates. All rights reserved.
How People Have Thought of Cisco
The InternetRouter
NetworkingIT
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How Cisco Has Thought of Cisco
Changing the Way We Work, Live, Play, and Learn
Work Live
Play Learn
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The Human Network
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Expanding Cisco’s Role
Network
Worldwide Leader
in Networking
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Expanding Cisco’s Role
IT and Communications
Network
Leader in Next Generation
IT and Communications
© 2010 Cisco and/or its affiliates. All rights reserved.
Experiences
Expanding Cisco’s Role
IT and Communications
Network
Network as the Platform for
Life’s Experiences
© 2010 Cisco and/or its affiliates. All rights reserved.
© 2010 Cisco and/or its affiliates. All rights reserved.
it’s not just about being…
Cisco Confidential 10© 2010 Cisco and/or its affiliates. All rights reserved.
© 2010 Cisco and/or its affiliates. All rights reserved.
it’s about being…
Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential 13© 2010 Cisco and/or its affiliates. All rights reserved.
© 2010 Cisco and/or its affiliates. All rights reserved.
Active Listening—A Continuous Process
engage
measure
monitor
MeasureAnalyze and track conversations, show business impact
MonitorDiscover real-
time, relevant, impactful
conversations
EngageActive dialog with
customers or prospects,
track/tag comments for
further use
© 2010 Cisco and/or its affiliates. All rights reserved.
amplifyemergentdialogue
Social
SM SM
affect aresponse
self-
crea
ted
user
generated
collaboration
Build Buzz
Media
MediaSocial
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
Social Media Strategy
© 2010 Cisco and/or its affiliates. All rights reserved.
Best Global Brands
Interbrand Best Global Brands, September 2010
Increasing Cisco’s
Brand Value: 5% in 2010
2010 Brand Value ($Billion)
1. Coca Cola $ 70.42. IBM 64.73. Microsoft 60.84. Google 43.55. GE 42.86. McDonald’s 33.57. Intel 32.08. Nokia 29.49. Disney 28.710. HP 26.8 11. Toyota 26.112. Mercedes Benz 25.113. Gillette 23.214. Cisco 23.215. BMW 22.316. Louis Vuitton 21.817. Apple 21.118. Marlboro 19.919. Samsung 19.420. Honda 18.5
© 2010 Cisco and/or its affiliates. All rights reserved.
Social Landscape – Italy
80,000 views
665 members
937 fans
Twitter/CiscoItalia
Facebook.com/CiscoItalia
YouTube/CiscoItalia
http://www.linkedin.com/groups?gid=2699921
BRAND MONITORING
CISCO.COM
2,294 followers
IDEA IMPRESA
Thank you.