Brand Strategy to Digital Strategy
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Il 18 Maggio Cisco ha incontrato tante persone importanti per il progetto Idea Impresa (http://www.ciscoideaimpresa.it) – esperti di social web, di tecnologia, di comunicazione e marketing, che hanno accolto con piacere il nostro invito e hanno contribuito a rendere questa giornata un bel momento di scambio di idee e punti di vista su diversi temi, ma anche dipendenti Cisco che hanno già collaborato condividendo contenuti di valore. In questa presentazione Alexander Montuschi mostra come la strategia di marketing Cisco stia passando da una comunicazione di brand tradizionale a una comunicazione conversazionale.
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Brand Strategy to Digital Strategy
- 1. Brand Strategy to Digital Strategy Alexander MontuschiDigital Marketing Manager
- 2. How People Have Thought of Cisco The InternetRouterNetworkingIT
- 3. How Cisco Has Thought of Cisco Work Live Play Learn Changing the Way We Work, Live, Play, and Learn
- 5. Expanding Cisco’s Role Worldwide Leader in Networking Network
- 6. Expanding Cisco’s Role IT and Communications Leader in Next Generation IT and Communications Network
- 7. Experiences Expanding Cisco’s Role IT and Communications Network as the Platform for Life’s Experiences Network
- 9. it’s not just about being…
- 14. Active Listening—A Continuous Process Monitor Discover real-time, relevant, impactful conversations Measure Analyze and track conversations, show business impact Engage Active dialog with customers or prospects, track/tag comments for further use
- 15. amplifyemergentdialogue Build Buzz affect aresponse self-created Social Media user generated SM SM collaboration Earned Bought Owned Social Media SEO, Facebook, YouTube, comments, Twitter, Flickr,blogs, forums, Digg, email print advertising,partnerships,television, banners,radio, sponsorships,media deals, paid search Cisco.com, SEO, email, widgets / apps, social network pages,communities, content Strangers Customers Fans Social Media Strategy
- 16. Best Global Brands ($Billion) 2010 Brand Value Coca Cola $ 70.4 IBM 64.7 Microsoft 60.8 Google 43.5 GE 42.8 McDonald’s 33.5 Intel 32.0 Nokia 29.4 Disney 28.7 HP 26.8 Toyota 26.1 Mercedes Benz 25.1 Gillette 23.2 Cisco 23.2 BMW 22.3 Louis Vuitton 21.8 Apple 21.1 Marlboro 19.9 Samsung 19.4 Honda 18.5 Increasing Cisco’s Brand Value: 5%in 2010 Interbrand Best Global Brands, September 2010
- 17. Social Landscape – Italy Facebook.com/CiscoItalia CISCO.COM Twitter/CiscoItalia 2,294 followers 937 fans IDEA IMPRESA http://www.linkedin.com/groups?gid=2699921 YouTube/CiscoItalia 80,000 views 665 members BRAND MONITORING
Notas del editor
- Achieving our vision and portraying our brand stance is not an easy taskWith a strong heritage in networking, people have traditionally thought of Cisco only in the networking space
- One of the touchpoints that has the greatest audience reach is our brand campaign that is founded in the concept of the human networkWelcome to the human network campaign launched in 2006 and since then, the campaign has evolved to maintain relevanceWe try to demonstrate Cisco’s relevance and keep the brand current by communicating Cisco’s longstanding vision through the lens of cultural reality
- The Cisco brand stands for bringing people together to transform how we all work, live, play and learn
- Now, today, it’s not JUST about being….
- Simply connected…
- Together.
- Together we are the human network – the campaign continues the human network concept of 2006We’re not just connecting people anymore, but the cisco brand is now about bringing people together in transformative ways in the home, in the workplace and everywhere we go – through the power of networked video to be more human with each other
- Our innovative media efforts and brand efforts to support the business continue to demonstrate positive resultsOne measure that we use is the annual Interbrand Best Global Brands StudyThis year’s study showed an increase in brand value of 5% during a time where we cut media spending and overall marketing budgets (as was the case with most companies)Our coupled approach to brand and business growth, supported by fresh marketing plans have helped to fuel Cisco’s continued brand value And as we look to expand our brand into new market and segments using new media vehicles, we need to stay consistentIn Forrester’s new report, US Interactive Mktg Report…The rise in social media spend is estimated to increase to 3.1 billion by 2014…up from $700M todayNew study: Deep brand engagement correlates with financial performance I’m releasing today a new research report that I wrote in conjunction with Wetpaint called “ENGAGEMENTdb“. The study looked at how the 100 most valuable brands — as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking — engaged in 11 different online social media channels.
- Our social reach is growing at ballpark 10% per month. Important to note that our SM venues in Europe are in their infancy. Some are barely a year old. And while they will grow, social media is not a cash crop – it is a garden of conversations and new relationships that need careful and consistent nurturing to be successful.