U ottawa e mba_mba_bcomm keynote _lina arseneault jan 2011

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential 1Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.

Together – Ensemble

Lina Arseneault, Director of Marketing – Cisco Canada

January 2011

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

[email protected]

@LinaArseneault

@CiscoCanada

www.linkedin.com/in/linaarseneault

mailto:[email protected]

http://www.linkedin.com/in/linaarseneault


Together, ensemble

• 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


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

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/SA72%

0%

20%

40%

60%

80%

100%

0%

20%

40%

60%

80%

100%Security

Cisco

Security

37%

0%

20%

40%

60%

80%

100%Voice

Cisco33%

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

Cisco57%

100%

0%

20%

40%

60%

80%

Networked Home

Linksys 28%

0%

20%

40%

60%

80%

100%Web Conferencing

Cisco/WebEx

50%

Integration as sustainable competitive advantage

Diverse product portfolio for long-term stability

Secur

ity

Voice

Routin

g: E

dge/

Core/

Acces

s

Digita

l Vide

o: IP

TV

Wire

less:

LAN

Networ

ked

Home

Switchin

g: M

odula

r/Fixe

d

Stora

ge: A

rea

Networ

ks

Web

Con

fere

ncing

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%

Cisco Confidential 8© 2010 Cisco and/or its affiliates. All rights reserved.

Cisco in Canada


360 Campaigns

Integrate

Activate

Amplify

Broadcast

Social Media

Mobile/

iPAD

CSR/Community Outreach

Public Relations

Partner

/Customer Engagement

Industry Relations

Search

Online

Print


Grass Roots – Outreach to schools and communitites

Online Partnership Extensions – cbc.ca, sympatico.ca, nationalpost.com

Corporate Communications – Partners, Customers 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

We are the human network


Brand Refresh: Together, we are the human network



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%

Highest Paid Person’s Opinion


25 Transformational Canadian


The Concept - Overview• 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


Program Benefits

• 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


Marketing Messages and Smart Phones

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

View on a PDA


http://www.youtube.com/watch?v=mcsD3p7bX-c

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35• http://www.ottawacitizen.com/wins+networking+challenge/4095985/story.html

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


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

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


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


Together, ensemble

• 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


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

http://www.cisco.com/web/about/humannetwork/guru/index.html?REFERRING_SITE=View_Link_Email&id=17ba0e19fb846f40adc3eba27bed04c1

Thank you.


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

networkthe

as the

platform

Mobility

Data

Video

Voi

ce

Data

Mobility Voice

Video

Enterprise ServiceProvider Small CommercialConsumer

Information

Freedom Communications

Entertainment

PublicSector

Cisco: The Convergence Innovator

One Seamless, Transparent Customer ExperienceOne Seamless, Transparent Customer Experience

U ottawa e mba_mba_bcomm keynote _lina arseneault jan 2011

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