@LinaArseneault keynote for UOttawa eMBA, MBA and BComm classes - January 2011

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Together – Ensemble
Lina Arseneault, Director of Marketing – Cisco Canada
January 2011

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lina@cisco.com
@LinaArseneault
@CiscoCanada
www.linkedin.com/in/linaarseneault

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• Marketing in a Global
Company
• Marketing at the Country Level
Localization (for Canada)
Parlez-vous français?
• 360 Campaigns
Intregrate
Activate
Amplify
• Customer Journeys
Mobile & Social
• Human Networks

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http://newsroom.cisco.com/dlls/corpinfo/corporate_overview.html

5. Market Share Leadership
0%
20%
40%
60%
80%
100%
Digital Video: IPTV
62%Cisco/SA
0%
20%
40%
60%
80%
100%
Switching: Modular/Fixed
Cisco/SA
72%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
Security
Cisco
Security
37%
0%
20%
40%
60%
80%
100%
Voice
Cisco
33%
0%
20%
40%
60%
80%
100%
Wireless: LAN
Cisco 55%
0%
20%
40%
60%
80%
100%
Storage: Area Networks
Cisco
28%
0%
20%
40%
60%
80%
100%
Routing: Edge/Core/Access
Cisco
57%
100%
0%
20%
40%
60%
80%
Networked Home
Linksys
28%
0%
20%
40%
60%
80%
100%
Web Conferencing
Cisco/WebEx
50%

6. Integration as sustainable
competitive advantage
Diverse product portfolio for
long-term stability
Market Share Leadership
33%62% 72%28% 50% 55% 37%57%
50%
62% 72%37%
33% 28%
57% 28%
Only company with leadership across all segments
28%
55%

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together

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Integrate
Activate
Amplify
Broadcast
Social
Media
Mobile/
iPAD
CSR/Com
munity
Outreach
Public
Relations
Partner
/Customer
Engagement
Industry
Relations
Search
Online
Print

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Grass Roots –
Outreach to
schools and
communitites
Online Partnership
Extensions –
cbc.ca,
sympatico.ca,
nationalpost.com
Corporate
Communications –
Partners, Customer
s and Employees
PR – Create
excitement and
education
(traditional media
and blogs)
Place-based media
– CBC
banner, digital
placed media
Onemillionactsofgreen.com
– viral push to friends
Facebook – application and
group to leverage social
media connections and
share experience
YouTube – Create buzz via
content distribution sites
Television creates
awareness and support –
CBC’s The Hour and
promotional schedule
Twitter – create
buzz via online
discussion
Sports Marketing –
NBA (Steve Nash
endorsement), NHL
and Blue Jays

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1 in 5 visitors viewed a video
61% of video views were in the
70-100% view range
Online traffic originated from:
Ottawa Citizen 56%
Canada.com 10.5%
Cyberpresse (French) 6%
Print (typing in a URL) 4.2%
Hill Times 3.3%
Public Sector
56%
6%
3.3%

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• In partnership with Cisco, CTVglobemedia & La Presse Affaires will
produce a multi-platform editorial/content series titled “25 Transformational
Canadians”
• The program will recognize 25 of the most notable Canadians that have
transformed the lives of others, in Canada and/or around the world, by
their vision and leadership in the following areas:
science and technology
business
environment
healthcare
education
community
• Canadians will be asked to submit nominations digitally, and a panel of
respected Canadians will choose the 25 most influential and remarkable.
• Cisco/Allstream will donate $25,000 in technology products to each of the
25 transformational Canadians

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• Inspires engagement with inspirational Canadian program and ultimately
with Cisco
• Showcases the power of video
• Positions Cisco as a leader in Technology and in supporting the
importance of technology in Canada

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25TC

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48% of Technology
Decision Makers
read more than half
of all email on
Smart Phone
Devices.
Source: MarektingSherpa
View on a PDA

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• http://www.ottawacitizen.com/wins+networking+challenge/4095985/story.html

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http://www.cisco.com/web/CA/index.html

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http://www.businesswire.com/news/home/20110118005694/en/Huawei-Opens-Headquarters-Canada-Deepens-Commitment-North

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• Marketing in a Global
Company
• Marketing at the Country Level
Localization (for Canada)
Parlez-vous français?
• 360 Campaigns
Intregrate
Activate
Amplify
• Customer Journeys
Mobile & Social
• Human Networks

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http://www.cisco-guru.com/

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55. Thank you.

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http://poetsandquants.com/2011/01/11/creating-an-eharmony-model-for-mba-careers/

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60. network
the
as the
platform
Mobility
Data
Video
Voice
Data
Mobility Voice
Video
Enterprise
Service
Provider
Small CommercialConsumer
Information
Freedom Communications
Entertainment
Public
Sector
Cisco: The Convergence Innovator
One Seamless, Transparent Customer Experience

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