cisco interaction network: past, present, future
DESCRIPTION
See how to transform a brilliant online TV program to nurture prospects and customers into leads.TRANSCRIPT
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential [email protected]
Cisco Interaction Network FY09 Online Progress & Potential
Melissa Kennedy
See,
it’s
simple
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Agenda In the beginning…
Looking Back: My…how far we have come
The Big Picture—Let’s philosophize
War is not over…Where to?
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In the beginning… Incredible content,
innovation, success, $$$
Disparate online activities (within CIN and beyond)
New unproven tools & tactics
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End Game: Deliver Lifetime Champions Buying cycles begin online
Create trusted & credible engagement
Harvest & use relevant content from marketplace
Empower prospects & customers to be Cisco ambassadors—”scalable word of mouth”
Campaigns begin and end—conversations last
forever…
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Before After
Looking Back: My…how far we have come
All video locked in 1 page
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Unlock content
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Before (Rogue) After (Official)
Looking Back: My…how far we have come
Ahead of its “operational” time
Limited consistent CIN/Cisco branding
Transactional vs systematic
Disparate activities—no hub
Limit destinations
Leverage corp platforms
Leverage Cisco brand
Implement content editorial/execution strategy
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The Big Picture: Let’s Philosophize
“Exchange of Content” crowned new King
Tools don’t matter without objectives
People want to connect with People (online or off)
New media is free to access, NOT to do
Goes beyond CIN, Traditional, New, Marketing
Discipline and Patience are the new “shiny” ball
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Transformation of the Funnel
Traditional Marketing
Funnel
New Marketing
Funnel
Source: Forrester Research
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War is not over…Where to: CIN, Beyond?
CIN Foundation set
CIN Mindset evolved
CIN Roundabout created
Integrate & Extend
Invest accordingly
Optimize
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