© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1hesaka@cisco.com

Cisco Interaction Network FY09 Online Progress & Potential

Melissa Kennedy

See,

it’s

simple

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Agenda In the beginning…

Looking Back: My…how far we have come

The Big Picture—Let’s philosophize

War is not over…Where to?

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In the beginning… Incredible content,

innovation, success, $$$

Disparate online activities (within CIN and beyond)

New unproven tools & tactics

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End Game: Deliver Lifetime Champions Buying cycles begin online

Create trusted & credible engagement

Harvest & use relevant content from marketplace

Empower prospects & customers to be Cisco ambassadors—”scalable word of mouth”

Campaigns begin and end—conversations last

forever…

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Before After

Looking Back: My…how far we have come

All video locked in 1 page

Search engines can’t index

Unlock content

Transcripts help engines index

Optimized tags

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Before (Rogue) After (Official)

Looking Back: My…how far we have come

Ahead of its “operational” time

Limited consistent CIN/Cisco branding

Transactional vs systematic

Disparate activities—no hub

Limit destinations

Leverage corp platforms

Leverage Cisco brand

Implement content editorial/execution strategy

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The Big Picture: Let’s Philosophize

“Exchange of Content” crowned new King

Tools don’t matter without objectives

People want to connect with People (online or off)

New media is free to access, NOT to do

Goes beyond CIN, Traditional, New, Marketing

Discipline and Patience are the new “shiny” ball

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Transformation of the Funnel

Traditional Marketing

Funnel

New Marketing

Funnel

Source: Forrester Research

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War is not over…Where to: CIN, Beyond?

CIN Foundation set

CIN Mindset evolved

CIN Roundabout created

Integrate & Extend

Invest accordingly

Optimize

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