Professional Documents
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© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 1
Corporate
Marketing
All-Hands
Leveraging
the Opportunities
Carlos Dominguez
Cisco Systems
Senior Vice President
Office of the Chairman and CEO
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 2
3
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 3 3
Presentation Topics
Celebrated 17 Years at Cisco in March
Currently in the Office of CEO and
Chairman of the Board - John Chambers
Focused on Innovation and Collaboration
- Customers / Internal / Academia
- Co-Lead Collaboration Council@Cisco
Co-Lead Mexico Board
Board of the Cisco Foundation
Averaging 2 Presentations Week /100+ Yr.
- Meeting Interesting Smart People
- Get an Education Every Week
65% External
Large/Small Venues / Live / TP
‣ Brand Identity
‣ Advertising
‣ Event Marketing
‣ Marketing
Communications
‣ Media
‣ Product Placement
o f t h e
‣ Web Marketing
n g t h e Opinion
“Sha pi
d i e n c e ”
Au ”
s E a s i e r
k e S a l e
“Ma
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 5
r i e n c e s
y E x p e
Share M i o n s ”
a t
“Observ us
e O b v i o
St a t e t h
‣ How To Advertise
‣ How To Market
‣ How To Conduct Events
‣ Or Any Other Topic That You
Are Experts In
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 8
THINGS ARE MOVING
way FAST!
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 9
1 PCs Become
Popular
Launch of the
Apple II
1980
Cable TV Explosion
Atari
14184_11_2007 © 2009 Cisco
© 2009
2008 CiscoSystems, Inc.All
Systems, Inc. Allrights
rights reserved.
reserved. Carlos Dominguez,
Carlos
Cisco SVP
Confidential
Dominguez, Cisco
SVP CiscoSystems
Systems 10 10
1 Internet
Commercialized
Email
Popularized
Cell phones
go mainstream
1990s
MP3 players
boom
IM catches hold
© 2009 Cisco
© 2009 CiscoSystems, Inc.All
Systems, Inc. Allrights
rights reserved.
reserved. Carlos Dominguez,
Carlos SVP
Dominguez, Cisco
SVP CiscoSystems
Systems
11
2
Birth of the iPod
Networked gaming
popularized
2000
Tivo & DVRs
takeoff
Growth in VoIP
membership
(21st Century)
Ringtones become a
billion $business
Xbox launches
© 2009 Cisco
© 2009 CiscoSystems, Inc.All
Systems, Inc. Allrights
rights reserved.
reserved. Carlos Dominguez,
Carlos SVP
Dominguez, Cisco
SVP CiscoSystems
Systems 12 12
Observation Speed of Change
Oh My God.... I’m Tired
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 13
Shift perspective ... put yourself in the shoes of the
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 14
Industries are Being
“DECONSTRUCTED” everything
we Knew has ChAnGeD
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 15
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 16
Wisdom of Crowds
The Wikipedia Revolution:
How a Bunch of Nobodies Created the
World’s Greatest Encyclopedia
by Andrew Lih
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 17
Change
18
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 18
Observation Model Disruptions
What’s Going to Happen To My Business?
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 19
TAP into and Leverage
The Crowd
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 20
trend The Contribution Revolution
Letting Volunteers Build Your Business
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 22
benefits The Contribution Revolution
Letting Volunteers Build Your Business
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 23
Companies Born Into Change - “Crowdsourcing”
by 2012
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 24 24
© 2009 Cisco
© 2009 CiscoSystems, Inc.All
Systems, Inc. Allrights
rights reserved.
reserved. Carlos Dominguez,
Carlos SVP
Dominguez, Cisco
SVP CiscoSystems
Systems
25
© 2009 Cisco
© 2009 CiscoSystems, Inc.All
Systems, Inc. Allrights
rights reserved.
reserved. Carlos Dominguez,
Carlos SVP
Dominguez, Cisco
SVP CiscoSystems
Systems
26
Observation Contribution Revolution
How do We Leverage the Crowd?
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 27
4
Focus on, Learn about,
Attract and Leverage
Millennial Generation
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 28
Presentation_ID © 2009 Cisco
© 2009
2007 CiscoSystems, Inc.All
Systems, Inc. Allrights
rights reserved.
reserved. Carlos Dominguez,
Carlos
Cisco SVP
Confidential
Dominguez, Cisco
SVP CiscoSystems
Systems 29 29
Our Digital
Millennials
‣14-24 years old
‣Digital lifestyle focus
‣10 hours online/week
‣30 min mobile phone/day
‣6-10 text/IM day
‣Social networking
‣Distribution of age, race, gender,
spending and geography
© 2009 Cisco
© 2009 CiscoSystems, Inc.All
Systems, Inc. Allrights
rights reserved.
reserved. Carlos Dominguez,
Carlos SVP
Dominguez, Cisco
SVP CiscoSystems
Systems 30 30
Millennials’
size mirrors boomers
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 33
How Do We Leverage
Opportunity The Digital Natives?
10% of Cisco’s workforce were
born ideas
Embrace them - let them provide between 1980–’88
& leadership
Seek them out and learn from them
Make them your mentors on technology
Use as early adopters of new technologies
Reward and acknowledge contributions
14184_11_2007
© 2009 Cisco Systems, Inc. All rights reserved.
© 2008 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
Cisco Confidential
34 34
5 Great Things Happen
When You Share
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 35
Sharing Is Good!
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 38
Opportunity
How Do We Leverage
Sharing?
Build a culture of sharing?
How do we maximize? monetize?
What do customers want to know from us?
It’s all about content …we have plenty.
Do we make it available on the web?
Can we build an audience?
Do we do our own advertising?
Let’s be more like the chefs!
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 39
6
Pay Attention to
the Power of
Virtual World...
Not Second Life
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 40
Online Virtual Conference:
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 41
Concourse (“Main Lobby”)
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 42
My Session Guide Example
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 43
VSE Gateway (“Auditorium”)
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 45
Close-up of booth screen listing content
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 46
Leader’s Lounge (“Networking Lounge”)
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 47
Virtual Worlds Will Replace
Opportunity Large Meetings / Conferences
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 48
7 Gaming is no Longer
for Kids!
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 49
Gaming
Presentation_ID
© 2009 Cisco Systems, Inc. All rights reserved.
© 2006 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
Cisco Confidential
52 52
Guinness Beer Log
and Using Gaming in
Marketing
53
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems
53
53
Opportunity Gaming - Not Just For Kids
14184_11_2007
© 2009 Cisco Systems, Inc. All rights reserved.
© 2008 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
Cisco Confidential
54 54
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 55
Carlos Dominguez
carlosd@cisco.com
http://twitter.com
/carlosdominguez
Facebook: carlosdominguez
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 56
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 57