Watch the full presentation at: http://bit.ly/bY8daH. Hybrid events are a hot topic in the event marketing industry. Cisco is a leader in leveraging virtual events across its business to drive more value and reach larger audiences. Join this session to learn why and how Cisco successfully leverages hybrid events and what it is planning in the future. During this webcast Cisco’s Kelly Graham and Dannette Veale will share key points for planning a hybrid event. They will discuss how to craft your virtual hybrid strategy, the best practices for executing a hybrid event, and share a case study on Cisco Live, one of Cisco’s largest global hybrid events.

1. Virtual Event Strategy
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1

2. Speakers
 Dannette Veale  Kelly Graham
Global Manager, Manager, Social Strategy Group
Cisco Live and
Networkers Virtual
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3. Customer Marketing Strategies
 Get more profitable customers
Get
 Increase market share
 Keep those customers longer
Keep
 Maintain market share
 Grow them into bigger customers
Grow
 Expand customer share
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4. Virtual Event Strategy
Start with Understanding Your Audience
 Who is your audience?
 What do you know about them? What do you need to learn?
 What tactics & content would best resonant with them?
Document Your Objectives
 What will success look like?
 What are the obstacles to success?
Develop a Measurement Plan
 Identify how you are going to measure your objectives
 Review the metrics and reports that are available to you currently
 Understand what metrics and data the platform or technology can
deliver
 Compare to other like programs and results (benchmarking)
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5. Virtual Event Strategy
Promotion: Use Traditional Communication Tactics
 Targeted email invitations continue to be the #1 direct response tactic
 Newsletters
 Banner ad placements
 Strategic partnerships
DO
 Invest in good demand generation copywriting and design
 Communicate a clear and single call to action
 Create compelling email subject lines that stand out
 Articulate the value proposition of attending the event
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6. Virtual Event Strategy
Promotion: Embrace Social Media Tactics
 Find a social media expert within your organization. With a little training they
will be able to support the integration of social media into your
communications plan.
 Know where your target audience spends time online (watering holes).
Engage them in conversation, rather than shout.
 Encourage your audience to become your word-of-mouth advocates through
Twitter, blogs, uploading photos and movies
 Social media should be used throughout the lifecycle of the event
 Don‟t forget your Twitter hashtag! (Virtual Edge Summit is #VE10)
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7. Virtual Event Strategy
Don’t Underestimate Resources
 Successful Virtual Events require the same attention as physical events-
don‟t underestimate the planning and execution
 You will need a strategist, program manager, communications lead, social
media lead, registration, speakers, content developers, project manager,
audio visual, technical lead, SME staff, event staff, vendors
 An Event is an Event is an Event
Accommodate for the Learning Curve
 Ease the learning curve – contract or hire an experienced virtual event
manager
 Speaker, staff, sponsor trainings are a „must‟
 Attend other virtual events yourself to understand what the user
experience will be for your audience
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8. New Metrics and Measurement
 Paradigm Shift: Virtual Events provide marketers with
true marketing data for advanced business intelligence
 Unlike physical events, virtual events capture
aggregate metrics and individual data based on
behaviors
 Metrics + data=actionable intelligence with closed loop
reporting
 Every virtual event plan needs to include a well-thought
measurement strategy to ensure the robust level of
data outputs are effectively captured and analyzed
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9. Choosing a Virtual Vendor
 How long have they been in business?
 How financially secure is their business or funding?
 What features do they offer that are a priority for your
event?
 Do they offer live day event support?
 What type of training do they offer?
 Is their platform integrated with social media,
registration tools or other software programs?
 Does their platform and content have translation or
localization options?
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10. Key Virtual Show Features
 Strategic user design  Video production
 Customizable booth designs  Comprehensive web-based show
 Registration with configurable pages reporting and metrics
 Training  Video greeting, green screen
integration
 Webcasting (audio, video)
 Event management
 Live Q&A
 Help booth
 Banner advertising within virtual
environment  Prize center
 Show microsite  Search (within content, titles, profiles)
 CMS/Repository for content  Alerts & announcements with time
bracketing
 Group and 1:1 chat
 Moderated chats
 Video chats
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11. Virtual Event Timeline Example
Starting Time Description
17 - 18 weeks prior Strategy kick-off call, show requirements, project planning. Identify roles and
responsibilities. Secure agencies.
16 weeks prior Create URL matrix and set up registration page
14 -15 weeks prior Initiate copywriter for email invitations
13 weeks prior Creative final for all copy deck
12 weeks prior Identify question managers
11 weeks prior Show Registration, create environment framework
10 weeks prior Create microsite
8 weeks prior Content collection, show setup, promotion and marketing
6 weeks prior Provide video recordings, PPT decks and webcast content
4 weeks prior Provide booth assets and collateral
2 weeks prior Exhibitor and booth staff training
1 week prior Email reminders and announcements, rehearsal
Live Event Event execution
Post Event Set up for on demand viewing, produce summary reports
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12. Hybrid Event Timeline Example
Starting Time Description
20 - 24 weeks prior Strategy kick-off call, set show requirements, project planning, identify team roles, contact and
secure all agencies, engage with copywriter for invitations and emails
19 weeks prior Invitation to partners and exhibitors for participation
18 weeks prior Build email campaign template, copy for pre-show, partners initiated. Finalize booth builds.
16 -17 weeks prior Content due for microsite and invitations, initiate webcast submission process, finalize exhibitor
participation
14 -15 weeks prior Content for pdf invite for partners to email
12 - 13 weeks prior Creative final for all copy deck, booth builder training
11 weeks prior Create environment framework
9 - 10 weeks prior Set up registration and confirmation emails to attendees, finalize microsite
6 - 8 weeks prior Promotion and marketing, provide video recordings, PPT decks and webcast content due
4 - 5 weeks prior Complete booth build process, QA virtual conference space, webcast schedule finalized, send
non-responder email
3 weeks prior Staff hours finalized, booth staff training
2 weeks prior Send email for pre-show for exhibitors and booth staffers, send last chance email
1 week prior Send show reminder email to registrants, rehearsal
Week of Event Event execution, send general session to agency one day before
Post Event Set up for on demand viewing, produce summary reports
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13. Case Study: Cisco Live and Networkers Virtual
Dannette Veale, Virtual Strategist
dveale@cisco.com
@dveale on Twitter

14. What We Will Cover
Insights into Cisco Live Hybrid Virtual Strategy
 Driving Factors
 Questions Asked
 What We Launched
 Key Results
 Future Trends
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15. Driving Factors
 Economic Climate
 Travel Restrictions
 Broader Audience Reach
 Global Inclusion
 Extending the Reach of Messaging
 Central Platform for All Cisco User Conferences
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16. Key Questions
 Will we cannibalize our physical event audience?
 How and when do we market the virtual option to attend?
 What content is needed for the virtual event?
 Should we charge for the virtual event?
 How do we sell and manage sponsorships?
 How do we enable attendee interaction in the virtual event?
 How do we include fun in the virtual event?
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17. What We Launched
 365, 24x7 Platform Launched April 2009
 Registration Options: Guest Access and Premier
Access
 2 Day Hybrid Event in Conjunction with Cisco Live San
Francisco 2009 Included:
Live Keynotes, Super Sessions and Technical Seminars
Virtual Exclusive Post Keynote Executive Chat Sessions
15 On-Demand Technical Sessions
Partner and Cisco Booths with Live Staff Available via Virtual
Tradeshow Floor
Live Stream of Cisco Booth Theater From Physical Event to
Virtual Audience
Ask the Expert Experience, Real Time Troubleshooting and
Network Design Guidance
Interactive Scavenger Hunt and Show Prize
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18. Key Results
 Net-New Attendees – 55% first timers to Cisco Live
 New Audience – 33% executive/senior management and
management groups
 Virtual Conversion – 34% virtual attendees indicated that they
are extremely or very likely to attend in-person
 High Success in Conveying Key Messages – 4.2 virtual vs. 4.3
in-person
 To Date, 30k+ Registered from 185 Countries
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19. Future Trends for Hybrid Events
 Deeper Use of Social Media Platforms Such as uStream
 Increased Use of Games and Contest to Increase
Attendee Interaction and Fun!
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20. Question and Answer
?
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21. Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21

22. References
 Many of the items in this presentation are documented on the
Cisco Virtual Environments Blog in greater detail.
 Articles written about Cisco Live and Networkers Virtual are
available via the below:
BtoB Magazine, “Virtual Show Evangelist”
(http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100308/FR
EE/303089987)
BtoB Magazine, “Cisco expands reach of annual global event
virtually”
(http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100308/FR
EE/303089986)
Virtual Edge, “Cisco Live Virtual Wrapped Today”
(http://www.virtualedge.org/articles/index/view?id=1651552:Article:42
42)
Meetings and Conventions, “Hybrid Events” (http://www.meetings-
conventions.com/articles_ektid30842.aspx?page=1)
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23. “Everything that Cisco offers on their web site and in free
seminars, etc. helps them to stay the leader in networking
products. Cisco Live and Networkers Virtual is another
example of Cisco‟s leadership and vision providing great value
to everyone.”
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24. Customer Input on Cisco Live Virtual
 “Great way to participate, attend training,  Cisco Live Virtual is a great
have Q&A sessions and network with other way to interact with other
industry experts when you cannot travel. “ - Cisco users and Cisco
- Todd Para, Sisters of Mercy employees in a way that is not
available otherwise online.” –
 “You have to try Cisco Live Virtual. It's
Jennifer Huber, Coleman
impressive.” -- Aron Heglin, Coherent, Inc.
Technologies, Inc.
 “This is a really good tool that allows us to  “I would suggest that it is a
attend the sessions even without being tremendous benefit as an
physically on-site.” -- Marco Bavera, THE addition to attending the event
BOEING COMPANY live.” -- Michael Cecil, Desert
Diamond Casino
 “Cisco Live Virtual offers excellent
opportunities for networking with peers and  “Price point is decent and yet
Cisco.” -- Shawn McReynolds, Alpha you get access to the recorded
Natural Resources breakout session. Less travel
costs.” -- Kevin Shaw, UPS
 “Sorry you couldn't go to Networkers, did
you know you could log on to Cisco Live
Virtual? It's totally cool, check it out!” --
Holly Costa, Cabrillo College
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