devise your strategy for success
DESCRIPTION
In order to achieve peak performance marketing, it is essential to have a plan. And not just any old plan: it needs to be robust, dynamic, realistic and aligned with corporate objectives – in other words, a masterplan. Ian will call on his vast experience of strategic marketing providing key insights on excellence in strategic marketing planning, and actionable learning points. This session will cover: Setting aims and objectives Engaging and aligning with wider organisational thinking Understanding measurement and ROI Tactical thinking and learning from past experienceTRANSCRIPT
Cisco Confidential 1 © 2010 Cisco and/or its affiliates. All rights reserved.
Devise your Strategy for Success Ian Symes
Marketing Director, UK & Ireland
Cisco Confidential 2 © 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential 3 © 2010 Cisco and/or its affiliates. All rights reserved.
“If you don’t
know where you
are going, any
road will get you
there”
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TACTICS
OBJECTIVE
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TOP Sponsors
Tier 1 Partners
Tier 2 Supporters
Tier 3 Suppliers Airwave
Freshfields Holiday Inn BCG Trident Nielsen
Populous Atkins Ticketmaster McCann
Worldgroup Crystal CG
GSK
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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
• VISION
• STRATEGY
• EXECUTION
• METRICS
• Every Cisco organisation/program/initiative has one
• Built from the corporate VSEM
• Every individual has MBOs that cascade from the VSEM and their manager’s MBOs
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• 94 Sites
• 1800 Wireless Access Points
• 16500 IP Telephones
• 65000 Active Connections
• 80000 Data Ports
• 6,000 LOCOG employees
• 21,000 Athletes and Officials
• 22,000 Press and Media
• 70,000 Volunteers
• 10.8m Ticket Holders
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• British Innovation Gateway
• $500M investment to stimulate development of UK Technology business
• 2 Sites – Shoreditch & the Olympic Park
• The National Virtual Incubator (N.V.I.)
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• 65,000 Employees Worldwide
• 3500 UK Employees
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1 Advertising
2 Social Influence
3 Sustainability Partner for London 2012
4 CXO Engagement Program
5 Partner Engagement Program
6 PR
7 London 2012 themes across business
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• Web
• Digital Advertising
• On-Line TV
• SMB Seminars
• CXO Dinners
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• Cisco Partner Village
• Cisco Theatre ‘Architectures for Business Transformation’
• ‘Ask the Expert’ Cisco stand incl. Demos/ Genius bar
• Roger Black keynote
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Business Ready Webinars
Blogging programme
Students
End Users
Young
Engineer
International
Audience
The rest of the world
Understand Cisco crucial role in
making London 2012 happen
TDMs
&
BDMs
Linked In Group discussion
Business Ready Webinars
Blogging programme
Micro Blogging
Understand Cisco crucial role in
making London 2012 happen
Partners
Blogging programme
Micro Blogging
Understand Cisco crucial role in
making London 2012 happen
Public
Sector
Understand Cisco crucial role in
making London 2012 happen
Business Readiness Checklist CxO
Position Cisco as innovative brand
Position Cisco as innovative brand
Position Cisco as innovative brand
Position Cisco as innovative brand
Brand awareness & relevance
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o Website: The hub for all Cisco partnership activation – content are developed for syndication
o Social Networking: Facebook page, Twitter and Linked In
o Virtual Events: Business Ready Webinars series & Cisco Interviews
o Blogging & Micro blogging: Promoting London 2012 activities on Social Media channels outside our official channels
o Mobile Apps: Develop mobile Apps that enrich Cisco digital experience and adds value to our target audience
o Online Community: Linked In Business Ready discussion group
o Promotion: Newsletter, Media Buy & Search Engine Optimization
Digital Comms
Website
Social Networking
Virtual Events
Blogging & Micro
blogging
Mobile Apps
Online Community
Promotion
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Develop a digital experience that adds value to our target audience,
enhance our brand – in a way that support & show case London
2012 sponsorship and activition
• The website consist of four key categories: Work, Live, Learn and Play
• The content is designed to explain the role of Cisco in delivering the Olympics, focussing on the technology, the network approach and sustainability.
Examples:
• Case Studies: case studies of Cisco previous partnerships sit, for BDM’s & TDM’s
• Games Readiness Checklist of the top 10 issues facing CEOs in the run-up to the Games.
www.cisco.co.uk/london2012
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• Delivered monthly
• Live stream online on www.cisco.co.uk/london2012
A series of high profile WebEx based interviews
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• Every webinar we invite a Industry experts as a guest speakers and a customer
• The effect the Games will have on your business
Plan for success webinar aim to help business get ready for London
2012 – The webinar series is designed to inform, educate and
connect businesses across the UK.
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• To engage with our target audience in a personal level, build relationships and amplify sponsorship – through promoting London 2012 activities
• We trained London 2012 team on Social Media and blogging so each one of them can write about what they do in more personal and engaging way, in order to give our story a personal touch
Promoting London 2012 activities on Social Media channels outside our
official channels – Through blogging and Micro blogging on : Twitter,
Linked In & Facebook
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• School children across the United Kingdom are being challenged to design an online presence for Rachel Morris as part of the latest STEM Challenge
• We invited 11-14 year old school children to design an official web presence that will help raise the profile of Rachel Morris, one of Britain's leading Paralympians
• The Challenge has been put together with the aim of harnessing school children's excitement about the connectivity of the internet by building an interesting, informative and educational website that raises awareness of Rachel Morris, her sport and her disability
• Cisco is passionate about supporting education in the UK.
Cisco Teams Up With STEMNET to Challenge School Children to a Design
Website for Paralympics GB's Rachel Morris Ahead of the London 2012
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• Each marketing activation has it’s own ROI measurement
• CTR, Hits, Dwell Time, etc.
• But the real ROI is to understand what combinations of communication and interaction create the greatest desired effect with your target audience?
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• Dream big in your Vision
• Your VSEM is living, not fixed
• Deliver a few things fantastically, not a lot at mediocre level
• Find the connections between activities...that’s the value add
• Measure for improvement, not ego
Thank you.