Inside Look: How Cisco Is Leveraging Hybrid Events To Deliver More Value2. Speakers
Dannette Veale Kelly Graham
Global Manager, Manager, Social Strategy Group
Cisco Live and
Networkers Virtual
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
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)
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 4
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
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7
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
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 8
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?
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9
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
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11
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
Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12
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
Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
15. Driving Factors
Economic Climate
Travel Restrictions
Broader Audience Reach
Global Inclusion
Extending the Reach of Messaging
Central Platform for All Cisco User Conferences
Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
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?
Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
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
Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
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
Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
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!
Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
20. Question and Answer
?
Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
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)
Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
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.”
Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
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
Presentation_ID © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24