.Diane W. Pease Audience Insights ManagerCisco

Brand - Reimagined

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The World is Changing

Billions of Connected People and Things

Digitization Creating Massive Opportunity

Customer Experience More Important Than Ever

1

2

3

Businesses Have to Transform4

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We Spoke to Our Stakeholders

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Customers said…

US

84%FRA

73%GBR

77%DEU

82%BRA

78%

“Technology is the Single Most Important Driver of Change in the World.”

Position as Networking

Leader and Technology Visionary

We Securely Connect Everything to Make Anything Possible

Our Brand Promise

THERE’S NEVER BEEN A BETTER

TIME

Digital First Omni ChannelCustomer Led

12Countries

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71 Days

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21

To respond we need to stitch together a complete profile of each consumer, carry that consistent identity across all channels both online and off and use it to create tailored marketing experiences that drive sales.

Putting the customer first

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It’s Not About B2B or B2C…….

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Campaign Framework

Technology Optimists

Target Audience

We Securely Connect Everything to Make Anything Possible

Brand Promise

Position Cisco as the Networking Leader and Technology Visionary

Objective

Optimistic, Confident, Ambitious, Courageous, Inspiring,

Provocative, Succinct, Human

Tone

Digital Business, Core Networking, Security, Corporate

Social Responsibility

Cisco Tech Focus Areas

Technology is the Driving Forcefor Change in the World

Mindset

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Who is our Tech Optimist?

Ages: 20-45

68% Male

32% Female

Usually Browsing:

Common App Usage:

Business Travelers: 10+ trips/year

Possibly shops at:

*Data compiled from BlueKai Audience Discovery (Tech Optimists+Cisco Visits), IPSOS survey

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Paid Cisco.com

Social Mobile

14.4M Tech Optimist Members on LinkedIn

20M Lifetime Social Interactions with Cisco

50M Tech Optimist Cookies on BlueKai

92K visited Cisco.com in last 30 days

500K Mobile Devices with Cisco Apps

30M Visitors / Month, 10M of that Pre-Sales

Be Where Tech Optimists Are

Targeting Key Traits – Biz. Travel, Entrepreneurial

Story Telling Landing

Homepage

Seamless integration into Cisco.com using modular,

flexible designs

Responsive Pages

1

Push Notifications to Activate

Users

Potential Reach of ~70M Global

Audience

Targeted Social Outreach through

Ambassadors/Champions

1

Gain Social Insights from Sprinklr for Targeting

Explore App Partnerships

Reaching the Tech Optimist

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Just Waking Up

27© 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialMorning Cup of Joe

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Commute In

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Global Search Engines

SearchingFinding solutions Setting up time with vendorsChecking linked In Reading the latest articles Prepping for meetings (data sheets, fact checking, data stats, etc.. )

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Out For Lunch

Yelp for restaurants near by Eat at company café Do a little social while out Business meeting over lunch Billboards on the way Checking in on weekend plans

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Back at Work

Global Search Engines

More meetings at the office, with partnersSearchingFinding solutions Setting up time with vendors

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The Drive Home

Conference Calls News MusicRadio Thinking about their day

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Winding Down

A New Kind of Cisco Brand LaunchBased in Customer Success Country-Led Mobile and Digital First Omni-Channel Journey

Socially Driven Agile Marketing Embracing Our Partners Designed for AudienceEngagement

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7am AEST

7am EDT

May 2, 2pm PT

May 2, 4pm PT

May 2, 7pm PT

May 2, 10pm PT

May 2, 11pm PT

May 3, 4am PT HQ Time

7am CEST

7am BST

7am CST

7am IST

“Follow-the-Sun” Launch

Aug TBD

June TBD

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7-day social results surpass first 30 days of Tomorrow

Starts Here campaign

Trending Hashtag

91.4Mtrend impressions of

#NeverBetter

#NeverBetter

Social Impact

2X

Engagement Points

115%of goal to date

(10% of Tomorrow Starts Here campaign total)

Early Momentum

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• 90 days

• No plan B

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The Transformation of Marketing

Omni Channel Always On Conversations Customer Centric

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