Marilynallhands Final V2.hannah
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- Pages: 57
Carlos Dominguez [email protected] http://twitter.com/carlosdominguez Facebook: carlosdominguez
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
1
Corporate Marketing All-Hands
Leveraging the Opportunities
Carlos Dominguez
Cisco Systems Senior Vice President Office of the Chairman and CEO © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
2
3 © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
3
3
Presentation Topics
Celebrated 17 Years at Cisco in March Currently in the Office of CEO and Chairman of the Board - John Chambers Focused on Innovation and Collaboration - Customers / Internal / Academia - Co-Lead Collaboration Council@Cisco
Co-Lead Mexico Board Board of the Cisco Foundation Averaging 2 Presentations Week /100+ Yr. - Meeting Interesting Smart People - Get an Education Every Week
65% External Large/Small Venues / Live / TP
What Have I Been Doing? © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
4
4
Diverse Audience ‣ Brand Identity ‣ Advertising ‣ Event Marketing ‣ Marketing
Communications
‣ Media ‣ Product Placement
e h t f o Opinion
‣ Web Marketing e h t g n i p “Sha ” e c n e i d Au ” r e i s a E s e l a S e k “Ma © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
5
s e c n e i r e p x E y Share M ” s n o i t a “Observ us o i v b O e h t e t a St
‣ How To Advertise ‣ How To Market ‣ How To Conduct Events ‣ Or Any Other Topic That You Are Experts In
This Presentation Will Not Tell You: © 2009 Cisco Systems, Inc. All rights reserved. © 2006 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems Cisco Confidential
6
6
My Goals Today
Give You Different Perspective Make You Think
Get Excited
Spark New Idea © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
7
OBSERVATION S
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
8
THINGS ARE MOVING way FAST!
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
9
1
1980
PCs Become Popular
Launch of the Apple II
Cable TV Explosion
Atari 14184_11_2007
© 2009 Cisco Inc.All Allrights rights reserved. © 2009 2008 CiscoSystems, Systems, Inc. reserved.
Carlos Dominguez, SVP Cisco Carlos Cisco Confidential Dominguez, SVP CiscoSystems Systems
10
10
1
1990s
Internet Commercialized
Email Popularized
MP3 players boom Cell phones go mainstream
IM catches hold © 2009 Cisco Inc.All Allrights rights reserved. © 2009 CiscoSystems, Systems, Inc. reserved.
Carlos Dominguez, SVP Cisco Carlos Dominguez, SVP CiscoSystems Systems
11
2
2000
(21st Century)
Birth of the iPod
Tivo & DVRs takeoff Growth in VoIP membership Ringtones become a billion $business
Networked gaming popularized Xbox launches
YouTube © 2009 Cisco Inc.All Allrights rights reserved. © 2009 CiscoSystems, Systems, Inc. reserved.
Carlos Dominguez, SVP Cisco Carlos Dominguez, SVP CiscoSystems Systems
Social network sites redefine social order 12
12
Observation
Speed of Change Oh My God.... I’m Tired
CIOs and IT people are fatigued Can’t keep up - they are scared Change in technology means more work They try to block many new things “Consumers technologies don’t fit well in business, security” Reality: They don’t know how to use it
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
13
Shift perspective ... put yourself in the shoes of the © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
14
Industries are Being “DECONSTRUCTED” everything we Knew has ChAnGeD © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
15
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
16
Wisdom of Crowds The Wikipedia Revolution: How a Bunch of Nobodies Created the World’s Greatest Encyclopedia by Andrew Lih Launched in January 2001 In less than a decade, Wikipedia has become the world’s most popular encyclopedia, expanding from the first test post on the site with the text “Hello World” ... ... to more than 10 million articles in 250 languages today.
Encyclopedia Britannica is now allowing people to contribute to entries, with a formal process for professional oversight.
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
17
Change
“It is not the strongest of the species that survives, nor the most intelligent, but the one that is most responsive to change” - Charles Darwin
© 2009 Cisco Systems, Inc. All rights reserved.
18
Carlos Dominguez, SVP Cisco Systems
18
Observation
Model Disruptions
What’s Going to Happen To My Business?
Everything is free on the Internet How do I make money? Advertising? Adopt new technology? Accelerate decline of business? Downright scared, like deer in the headlights!
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
19
TAP into and Leverage The Crowd
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
20
trend
The Contribution Revolution Letting Volunteers Build Your Business
Everyday millions of people make all kinds of voluntary contributions to companies Revolutionizing the economies of entire industries
VIDEO IN ALL FORMS USER CONTRIBUTIONS VIRTUAL WORLD GAMING © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
21
Types
The Contribution Revolution Letting Volunteers Build Your Business
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
22
benefits
The Contribution Revolution Letting Volunteers Build Your Business
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
23
Companies Born Into Change - “Crowdsourcing”
The Customer is the Company Product innovations come from the people who use the product
Winner gets $1,000 plus $1 for every pair sold
Hopes for $40M in revenue by 2012
THE HUMAN NETWORK SHOE BY CARLOS DOMINGUEZ
“Crowdsourcing“…a focus grou p on a grand scale © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
24
24
© 2009 Cisco Inc.All Allrights rights reserved. © 2009 CiscoSystems, Systems, Inc. reserved.
Carlos Dominguez, SVP Cisco Carlos Dominguez, SVP CiscoSystems Systems
25
© 2009 Cisco Inc.All Allrights rights reserved. © 2009 CiscoSystems, Systems, Inc. reserved.
Carlos Dominguez, SVP Cisco Carlos Dominguez, SVP CiscoSystems Systems
26
Observation
Contribution Revolution
How do We Leverage the Crowd?
Can we get consumers, enterprise accounts to help us build our business? Build a platform? Collaboration?
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
27
4
Focus on, Learn about, Attract and Leverage Millennial Generation
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
28
Presentation_ID
© 2009 Cisco Inc.All Allrights rights reserved. © 2009 2007 CiscoSystems, Systems, Inc. reserved.
Carlos Dominguez, SVP Cisco Carlos Cisco Confidential Dominguez, SVP CiscoSystems Systems
29
29
Our Digital
Millennials ‣14-24 years old ‣Digital lifestyle focus ‣10 hours online/week ‣30 min mobile phone/day ‣6-10 text/IM day ‣Social networking ‣Distribution of age, race, gender, spending and geography
© 2009 Cisco Inc.All Allrights rights reserved. © 2009 CiscoSystems, Systems, Inc. reserved.
Carlos Dominguez, SVP Cisco Carlos Dominguez, SVP CiscoSystems Systems
30 30
Millennials’
size mirrors boomers
© 2009 Cisco Systems, Inc. All rights reserved.
31
Carlos Dominguez, SVP Cisco Systems
US Census Bureau, March 2005
31
10% of Cisco’s workforce were born between 1980–’88
© 2009 Cisco Systems, Inc. All rights reserved. © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems Carlos Dominguez, SVP Cisco Systems
32
32
How Do You Market To Them? How Do You Attract and Retain? Need To Understand Them!
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
33
Opportunity
How Do We Leverage The Digital Natives? 10% of Cisco’s workforce were
born ideas between 1980–’88 Embrace them - let them provide & leadership Seek them out and learn from them Make them your mentors on technology Use as early adopters of new technologies Reward and acknowledge contributions
14184_11_2007
© 2009 Cisco Systems, Inc. All rights reserved. © 2008 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems Cisco Confidential
34
34
5
Great Things Happen When You Share
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
35
Sharing Is Good! ‣ Emulate the chefs ‣ Make a living sharing information ‣ Sharing takes time ‣ Customers to fans to audience ‣ Audience - group of people that come to hear what you have to say
© 2009 Cisco Systems, Inc. All rights reserved. © 2006 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems Cisco Confidential
36 36
ut o b a g n i th y r e v e – es i p o c K 40 it? o d e us. w ow h & o d What we © 2009 Cisco Systems, Inc. All rights reserved.
s r e b i r c s 90K Sub
Carlos Dominguez, SVP Cisco Systems
37
Example of a Fan..... Audience!
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
38
Opportunity
How Do We Leverage Sharing?
Build a culture of sharing? How do we maximize? monetize? What do customers want to know from us? It’s all about content …we have plenty. Do we make it available on the web? Can we build an audience? Do we do our own advertising? Let’s be more like the chefs!
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
39
6
Pay Attention to the Power of Virtual World... Not Second Life
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
40
Online Virtual Conference:
‣This year 150 in person, 700 attended virtually ‣Last year 300-400 total attendees ‣Able to reach TWICE the number of analysts ‣Digital Media Used: ‣Facebook group ‣Twitter ‣Discussion Forums, Blogs
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
41
Concourse (“Main Lobby”)
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
42
My Session Guide Example
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
43
VSE Gateway (“Auditorium”)
© 2009 Cisco Systems, Inc. All rights reserved.
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
Cisco Confidential
44 44
Mindshare Marketplace (“Exhibit Hall”)
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
45
Close-up of booth screen listing content
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
46
Leader’s Lounge (“Networking Lounge”)
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
47
Opportunity
Virtual Worlds Will Replace Large Meetings / Conferences
This is really cutting edge We should market the blank out of it! Implications are huge! We need to separate ourselves from Second Life Need to brand / name this experience
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
48
7
Gaming is no Longer for Kids!
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
49
Gaming
Guitar Hero 3 and Rockband Sales Were 935M Last Yr.
All Digital Music Sales was 835 M © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
50 50
Gaming
Microsoft's 'Halo 3' Breaks First-day Sales Records Microsoft's Halo 3 Earned an Estimated $170 Million in Its First 24-hours on Sale. © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
51 51
GSM The Competition 1. Content Engagement Addictive (and relevant!) content-based quiz/trivia game
2. Entertainment Engagement Witty, enticing mini-games offer breaks in the perceived ‘routine’ of event content
3. Social Engagement Large-scale Alternate Reality Game (ARG) adds buzzworthiness while generating social interaction and teamwork Presentation_ID
© 2009 Cisco Systems, Inc. All rights reserved. © 2006 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems Cisco Confidential
52 52
Guinness Beer Log and Using Gaming in Marketing
53 © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
53 53
Opportunity
Gaming - Not Just For Kids
Everyone loves a game Engaging and interactive Cisco has put out some games with product launches Combination of virtual world, education and gaming with change the way we do things How do we leverage? What can we do different?
14184_11_2007
© 2009 Cisco Systems, Inc. All rights reserved. © 2008 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems Cisco Confidential
54
54
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
55
Carlos Dominguez [email protected] http://twitter.com /carlosdominguez Facebook: carlosdominguez
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
56
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
57
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
1
Corporate Marketing All-Hands
Leveraging the Opportunities
Carlos Dominguez
Cisco Systems Senior Vice President Office of the Chairman and CEO © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
2
3 © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
3
3
Presentation Topics
Celebrated 17 Years at Cisco in March Currently in the Office of CEO and Chairman of the Board - John Chambers Focused on Innovation and Collaboration - Customers / Internal / Academia - Co-Lead Collaboration Council@Cisco
Co-Lead Mexico Board Board of the Cisco Foundation Averaging 2 Presentations Week /100+ Yr. - Meeting Interesting Smart People - Get an Education Every Week
65% External Large/Small Venues / Live / TP
What Have I Been Doing? © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
4
4
Diverse Audience ‣ Brand Identity ‣ Advertising ‣ Event Marketing ‣ Marketing
Communications
‣ Media ‣ Product Placement
e h t f o Opinion
‣ Web Marketing e h t g n i p “Sha ” e c n e i d Au ” r e i s a E s e l a S e k “Ma © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
5
s e c n e i r e p x E y Share M ” s n o i t a “Observ us o i v b O e h t e t a St
‣ How To Advertise ‣ How To Market ‣ How To Conduct Events ‣ Or Any Other Topic That You Are Experts In
This Presentation Will Not Tell You: © 2009 Cisco Systems, Inc. All rights reserved. © 2006 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems Cisco Confidential
6
6
My Goals Today
Give You Different Perspective Make You Think
Get Excited
Spark New Idea © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
7
OBSERVATION S
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
8
THINGS ARE MOVING way FAST!
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
9
1
1980
PCs Become Popular
Launch of the Apple II
Cable TV Explosion
Atari 14184_11_2007
© 2009 Cisco Inc.All Allrights rights reserved. © 2009 2008 CiscoSystems, Systems, Inc. reserved.
Carlos Dominguez, SVP Cisco Carlos Cisco Confidential Dominguez, SVP CiscoSystems Systems
10
10
1
1990s
Internet Commercialized
Email Popularized
MP3 players boom Cell phones go mainstream
IM catches hold © 2009 Cisco Inc.All Allrights rights reserved. © 2009 CiscoSystems, Systems, Inc. reserved.
Carlos Dominguez, SVP Cisco Carlos Dominguez, SVP CiscoSystems Systems
11
2
2000
(21st Century)
Birth of the iPod
Tivo & DVRs takeoff Growth in VoIP membership Ringtones become a billion $business
Networked gaming popularized Xbox launches
YouTube © 2009 Cisco Inc.All Allrights rights reserved. © 2009 CiscoSystems, Systems, Inc. reserved.
Carlos Dominguez, SVP Cisco Carlos Dominguez, SVP CiscoSystems Systems
Social network sites redefine social order 12
12
Observation
Speed of Change Oh My God.... I’m Tired
CIOs and IT people are fatigued Can’t keep up - they are scared Change in technology means more work They try to block many new things “Consumers technologies don’t fit well in business, security” Reality: They don’t know how to use it
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
13
Shift perspective ... put yourself in the shoes of the © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
14
Industries are Being “DECONSTRUCTED” everything we Knew has ChAnGeD © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
15
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
16
Wisdom of Crowds The Wikipedia Revolution: How a Bunch of Nobodies Created the World’s Greatest Encyclopedia by Andrew Lih Launched in January 2001 In less than a decade, Wikipedia has become the world’s most popular encyclopedia, expanding from the first test post on the site with the text “Hello World” ... ... to more than 10 million articles in 250 languages today.
Encyclopedia Britannica is now allowing people to contribute to entries, with a formal process for professional oversight.
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
17
Change
“It is not the strongest of the species that survives, nor the most intelligent, but the one that is most responsive to change” - Charles Darwin
© 2009 Cisco Systems, Inc. All rights reserved.
18
Carlos Dominguez, SVP Cisco Systems
18
Observation
Model Disruptions
What’s Going to Happen To My Business?
Everything is free on the Internet How do I make money? Advertising? Adopt new technology? Accelerate decline of business? Downright scared, like deer in the headlights!
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
19
TAP into and Leverage The Crowd
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
20
trend
The Contribution Revolution Letting Volunteers Build Your Business
Everyday millions of people make all kinds of voluntary contributions to companies Revolutionizing the economies of entire industries
VIDEO IN ALL FORMS USER CONTRIBUTIONS VIRTUAL WORLD GAMING © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
21
Types
The Contribution Revolution Letting Volunteers Build Your Business
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
22
benefits
The Contribution Revolution Letting Volunteers Build Your Business
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
23
Companies Born Into Change - “Crowdsourcing”
The Customer is the Company Product innovations come from the people who use the product
Winner gets $1,000 plus $1 for every pair sold
Hopes for $40M in revenue by 2012
THE HUMAN NETWORK SHOE BY CARLOS DOMINGUEZ
“Crowdsourcing“…a focus grou p on a grand scale © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
24
24
© 2009 Cisco Inc.All Allrights rights reserved. © 2009 CiscoSystems, Systems, Inc. reserved.
Carlos Dominguez, SVP Cisco Carlos Dominguez, SVP CiscoSystems Systems
25
© 2009 Cisco Inc.All Allrights rights reserved. © 2009 CiscoSystems, Systems, Inc. reserved.
Carlos Dominguez, SVP Cisco Carlos Dominguez, SVP CiscoSystems Systems
26
Observation
Contribution Revolution
How do We Leverage the Crowd?
Can we get consumers, enterprise accounts to help us build our business? Build a platform? Collaboration?
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
27
4
Focus on, Learn about, Attract and Leverage Millennial Generation
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
28
Presentation_ID
© 2009 Cisco Inc.All Allrights rights reserved. © 2009 2007 CiscoSystems, Systems, Inc. reserved.
Carlos Dominguez, SVP Cisco Carlos Cisco Confidential Dominguez, SVP CiscoSystems Systems
29
29
Our Digital
Millennials ‣14-24 years old ‣Digital lifestyle focus ‣10 hours online/week ‣30 min mobile phone/day ‣6-10 text/IM day ‣Social networking ‣Distribution of age, race, gender, spending and geography
© 2009 Cisco Inc.All Allrights rights reserved. © 2009 CiscoSystems, Systems, Inc. reserved.
Carlos Dominguez, SVP Cisco Carlos Dominguez, SVP CiscoSystems Systems
30 30
Millennials’
size mirrors boomers
© 2009 Cisco Systems, Inc. All rights reserved.
31
Carlos Dominguez, SVP Cisco Systems
US Census Bureau, March 2005
31
10% of Cisco’s workforce were born between 1980–’88
© 2009 Cisco Systems, Inc. All rights reserved. © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems Carlos Dominguez, SVP Cisco Systems
32
32
How Do You Market To Them? How Do You Attract and Retain? Need To Understand Them!
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
33
Opportunity
How Do We Leverage The Digital Natives? 10% of Cisco’s workforce were
born ideas between 1980–’88 Embrace them - let them provide & leadership Seek them out and learn from them Make them your mentors on technology Use as early adopters of new technologies Reward and acknowledge contributions
14184_11_2007
© 2009 Cisco Systems, Inc. All rights reserved. © 2008 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems Cisco Confidential
34
34
5
Great Things Happen When You Share
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
35
Sharing Is Good! ‣ Emulate the chefs ‣ Make a living sharing information ‣ Sharing takes time ‣ Customers to fans to audience ‣ Audience - group of people that come to hear what you have to say
© 2009 Cisco Systems, Inc. All rights reserved. © 2006 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems Cisco Confidential
36 36
ut o b a g n i th y r e v e – es i p o c K 40 it? o d e us. w ow h & o d What we © 2009 Cisco Systems, Inc. All rights reserved.
s r e b i r c s 90K Sub
Carlos Dominguez, SVP Cisco Systems
37
Example of a Fan..... Audience!
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
38
Opportunity
How Do We Leverage Sharing?
Build a culture of sharing? How do we maximize? monetize? What do customers want to know from us? It’s all about content …we have plenty. Do we make it available on the web? Can we build an audience? Do we do our own advertising? Let’s be more like the chefs!
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
39
6
Pay Attention to the Power of Virtual World... Not Second Life
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
40
Online Virtual Conference:
‣This year 150 in person, 700 attended virtually ‣Last year 300-400 total attendees ‣Able to reach TWICE the number of analysts ‣Digital Media Used: ‣Facebook group ‣Twitter ‣Discussion Forums, Blogs
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
41
Concourse (“Main Lobby”)
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
42
My Session Guide Example
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
43
VSE Gateway (“Auditorium”)
© 2009 Cisco Systems, Inc. All rights reserved.
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
Cisco Confidential
44 44
Mindshare Marketplace (“Exhibit Hall”)
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
45
Close-up of booth screen listing content
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
46
Leader’s Lounge (“Networking Lounge”)
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
47
Opportunity
Virtual Worlds Will Replace Large Meetings / Conferences
This is really cutting edge We should market the blank out of it! Implications are huge! We need to separate ourselves from Second Life Need to brand / name this experience
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
48
7
Gaming is no Longer for Kids!
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
49
Gaming
Guitar Hero 3 and Rockband Sales Were 935M Last Yr.
All Digital Music Sales was 835 M © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
50 50
Gaming
Microsoft's 'Halo 3' Breaks First-day Sales Records Microsoft's Halo 3 Earned an Estimated $170 Million in Its First 24-hours on Sale. © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
51 51
GSM The Competition 1. Content Engagement Addictive (and relevant!) content-based quiz/trivia game
2. Entertainment Engagement Witty, enticing mini-games offer breaks in the perceived ‘routine’ of event content
3. Social Engagement Large-scale Alternate Reality Game (ARG) adds buzzworthiness while generating social interaction and teamwork Presentation_ID
© 2009 Cisco Systems, Inc. All rights reserved. © 2006 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems Cisco Confidential
52 52
Guinness Beer Log and Using Gaming in Marketing
53 © 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
53 53
Opportunity
Gaming - Not Just For Kids
Everyone loves a game Engaging and interactive Cisco has put out some games with product launches Combination of virtual world, education and gaming with change the way we do things How do we leverage? What can we do different?
14184_11_2007
© 2009 Cisco Systems, Inc. All rights reserved. © 2008 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems Cisco Confidential
54
54
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
55
Carlos Dominguez [email protected] http://twitter.com /carlosdominguez Facebook: carlosdominguez
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
56
© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
57
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