Reinventing the Cisco Brand
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Digital, mobile and customer centric approaches are not always easy to accomplish for a 32-year-old icon entrenched in networking hardware, telecommunications equipment, and other high-tech services and products. It's not for a lack of innovation. Leonard Bosack and Sandy Lerner, two Stanford University computer scientists founded Cisco and pioneered the concept of the local area network (LAN) used to connect geographically disparate computers over routers. Sound complicated? Join Diane Pease, regional audience manager at Cisco, as she walks through the transformation.
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Reinventing the Cisco Brand
- 1. . Diane W. Pease Audience Insights Manager Cisco Brand - Reimagined
- 5. The World is Changing Billions of Connected People and Things Digitization Creating Massive Opportunity Customer Experience More Important Than Ever Businesses Have to Transform
- 6. We Spoke to Our Stakeholders
- 11. Customers said… US 84% FRA 73% GBR 77% DEU 82% BRA 78% “Technology is the Single Most Important Driver of Change in the World.”
- 12. Position as Networking Leader and Technology Visionary
- 13. We Securely Connect Everything to Make Anything Possible Our Brand Promise
- 16. 12 Countries
- 17. 71 Days
- 21. 21 To respond we need to stitch together a complete profile of each consumer, carry that consistent identity across all channels both online and off and use it to create tailored marketing experiences that drive sales. Putting the customer first
- 22. It’s Not About B2B or B2C…….
- 23. Campaign Framework Technology Optimists Target Audience We Securely Connect Everything to Make Anything Possible Brand Promise Position Cisco as the Networking Leader and Technology Visionary Objective Optimistic, Confident, Ambitious, Courageous, Inspiring, Provocative, Succinct, Human Tone Digital Business, Core Networking, Security, Corporate Social Responsibility Cisco Tech Focus Areas Technology is the Driving Force for Change in the World Mindset
- 24. Who is our Tech Optimist? Ages: 20-45 68% Male 32% Female Usually Browsing: Common App Usage: Business Travelers: 10+ trips/year Possibly shops at: *Data compiled from BlueKai Audience Discovery (Tech Optimists+Cisco Visits), IPSOS survey
- 25. Paid Cisco.com Social Mobile 14.4M Tech Optimist Members on LinkedIn 20M Lifetime Social Interactions with Cisco 50M Tech Optimist Cookies on BlueKai 92K visited Cisco.com in last 30 days 500K Mobile Devices with Cisco Apps 30M Visitors / Month, 10M of that Pre-Sales Be Where Tech Optimists Are Targeting Key Traits – Biz. Travel, Entrepreneurial Story Telling Landing Homepage Seamless integration into Cisco.com using modular, flexible designs Responsive Pages 1 Push Notifications to Activate Users Potential Reach of ~70M Global Audience Targeted Social Outreach through Ambassadors/Champions 1 Gain Social Insights from Sprinklr for Targeting Explore App Partnerships Reaching the Tech Optimist
- 26. Just Waking Up
- 27. Morning Cup of Joe
- 28. Commute In
- 29. Global Search Engines Searching Finding solutions Setting up time with vendors Checking linked In Reading the latest articles Prepping for meetings (data sheets, fact checking, data stats, etc.. )
- 30. Out For Lunch Yelp for restaurants near by Eat at company café Do a little social while out Business meeting over lunch Billboards on the way Checking in on weekend plans
- 31. Back at Work Global Search Engines More meetings at the office, with partners Searching Finding solutions Setting up time with vendors
- 32. The Drive Home Conference Calls News Music Radio Thinking about their day
- 33. Winding Down
- 34. A New Kind of Cisco Brand Launch Based in Customer Success Country-Led Mobile and Digital First Omni-Channel Journey Socially Driven Agile Marketing Embracing Our Partners Designed for Audience Engagement
- 35. 7am AEST 7am EDT May 2, 2pm PT May 2, 4pm PT May 2, 7pm PT May 2, 10pm PT May 2, 11pm PT May 3, 4am PT HQ Time 7am CEST 7am BST 7am CST 7am IST “Follow-the-Sun” Launch Aug TBD June TBD
- 36. 7-day social results surpass first 30 days of Tomorrow Starts Here campaign Trending Hashtag 91.4M trend impressions of #NeverBetter #NeverBetter Social Impact 2X Engagement Points 115% of goal to date (10% of Tomorrow Starts Here campaign total) Early Momentum
- 40. • 90 days • No plan B
- 42. The Transformation of Marketing Omni Channel Always On Conversations Customer Centric
Notes de l'éditeur
- All about the base
- The love story 30 years as the network powerhouse Core – routers and switches
- Shift from routers and switches to solutions provider Software solutions – major focus
- IOE – tomorrow starts here Customer experience poor - no warm fuzzy, not positive Dec 2015 – the scary hacker Having a plan for security needs to be a part of every business Welcome to 2016 Telling customers what we think they want
- The network and the internet have transformed the world – time for a new Cisco point of view – helping customers navigate changing world Billions of people and things are connected globally Period of unprecedented growth, opportunity and change Digitization is forcing organizations to reimagine business models, products and services Customer Experience is a critical differentiator Companies are asking: How can we deliver an amazing customer experience? Our customers are looking for a partner to help them navigate this changing world Time for new Cisco point of view
- We started by asking internal and external audiences What’s their point of view on Cisco and the world Despite challenges, business leaders believe technology plays a crucial role Solves biggest problems They are tech optimists Looking to us for help It was clear, our message had to be a positive one Optimism, the glass half full Technology can solve so much if applied the right way
- New point of view Customer lens
- Then January hit Zika, stock market, conflict around the world Was this really the right time for a message of optimism?
- We took our creative to our customers and partners Was this the right time to launch a message of optimism?
- So we did something radical…took the creative to our customers and partners Was this the right time? Unanimous…optimistic, positive Technology largest driver for change… Global agreement
- Cisco has earned credibility, 30+ years as reliable network powerhouse New Brand campaign needed to build off that… Position Cisco as…Networking Leader and Technology Visionary
- Before building campaign…needed solid foundation Guiding star around which everything focuses Along w/ Cisco Exec Leadership team… New brand promise. Commitment to stakeholders…what we are fundamentally about Fits with our company vision and strategy
- We believe…there’s never been…a better time Solve tough challenges in business and society with technology Our theme will… Share stories of innovation, inspiration and social responsibility Demonstrate how Cisco securely connects everything Anything is possible Embracing the sense of optimism… Idea: Powerful, innovative technology — applied in smart and unique ways — can solve any problem the world is facing.
- And we had a long way to go We spoke to our customers – we didn’t listen them
- Develop omnichannel experience
- Looking through the customer lens
- New brand promise…new stakeholder-supported theme…daily meetings, tracks Began building the campaign Objective: Position Cisco as the networking giant and technology visionary. Audience: Technology Optimists. These are people whose mindset is that technology is a driving force for change in the world. Tech Optimists believe technology strategy and business strategy are the same thing. Like us, they are not naïve about the world and the challenges we face, but they believe that with the thoughtful application of technology we can solve big problems. Focus Areas (From Brand to Demand): Networking, Digital Business, Security, and Cisco Corporate Social Responsibility. Additional technologies will be emphasized throughout the campaign Voice/Tone: Optimistic, ambitious, courageous, inspiring, provocative, succinct, and human. This tone will be reflected across the campaign, both visually and verbally.
- In the day in the life
- Based in customer success: Stories of innovation, inspiration and social responsibility Country led: Launching around the world in 12 countries in a follow-the-sun model beginning with Australia, May 3rd local time Mobile and Digital First: Optimized for our audiences when and how they consume information, particularly on mobile and digital platforms. Push notifications per country (follow the ‘Sun’ model), campaign stories, hub, and global cisco.com homepages are built with ‘responsive web’ to support both smartphone and tablets Omni-channel Journey: Seamless journey from brand to demand Socially Driven: New media partnerships with Twitter, LinkedIn and Facebook. Employees engaged through social. Agile Marketing: Launched in 12 countries in 2 months, and iterative based on success Partner Activation: Activating partners like never before with joint marketing, training, assets Designed for audience engagement: Our key real-time measure is audience engagement, which we will measure, test and optimize against on a daily basis in all our key markets. Our goal is to increase engagement 5x over previous Cisco campaigns.
- Monday May 2 is a holiday in Australia, China, UK, Canada, Mexico In France websites and employee annt will go live on May 3rd but Media will begin on May 9th due to holiday on May 5th Japan will launch in June to align with their Tokyo 2020 Olympics annt and the current concerns with the recent earthquake. May 2 – May 9 is a Golden Week in Japan. Brazil will go live with “There’s Never Been A Better Time” in Q1 FY17. They will run their current Rio campaign through the Olympics. On launch day we will go live with social media, webpages, campus signage (buildings where applicable, pop-up and digital), paid digital and social media depending on country media plans, employee engagement activities, external communications (PR/AR).
- Influencer Adweek Ad of the Day on May 3 2 blogs written by industry analysts in Forbes and Network World 3 articles written in partner facing publications “Considering there isn’t another network vendor that’s even close to having the same scale, size and capabilities of Cisco, this should be Cisco’s best opportunity to fulfill its goal of being both a networking leader and a technology visionary.” – Zeus Kerravala, ZK Research for Network World Customer 91.4 million trend impressions surpassed the b2b benchmark by 5.8% globally Trend impressions = the number of times the Promoted Trend appeared to a user on Twitter Social Clicks up 10x from Day 1 Social Engagement up 15x from Day 1 52 million display impressions globally Over 1 million Global Unique Sessions to homepage and other brand pages Employees Digital signage in 54 countries reaching 63,000+ employees Brand training for 4% of employees & contractors - 5,300+ 27,569 Brand Anthem Video Views (3x since day 1) 1,058 Social shares #wearecisco & #neverbetter (2x day 1) Employee Quote ““Love this! Amazing. Makes me feel so proud to work for this great company.” Partners – 1st brand launch we did all 4 motions with partners on day 1 (TO,THROUGH, WITH, ABOUT) partners 4222 unique visitors of partner sites (3x since day 1) 249 asset downloads from partner content There’s Never Been a Better Time to Change the World Together social media video has 1,903 views to date 25 partners have completed all 3 brand eLearning courses We translated and produced 336 total assets for partners. Those assets span across 9 local campaign pages* on Partner Marketing Central (PMC) as follows:
- Past – email night before Social Ambassadors
- Examples of the new ads. Each of these images has a customer story behind it. Visit the Cisco website to learn about these stories and more.