Carolina Marino Sargeant
Let’s travel together to Russia and have a look at a new cybersecurity report created especially for that country. Our Security SME for EMEAR - Central, Carolina Marino Sargeant, presented the creation process of the Russia Cybersecurity Insights report at VisualEyes on the 28th February.
The report is an example of a country-centric piece of content created on a low budget ($5k). It used Russian data already available (at zero cost), as part of a global study, to create highly targeted content for Russian Chief Security Officers (CSOs). Carolina wrote the report herself working with Russian security experts; the budget was invested in translation, done by our internal agency GTS, and design and development in Turtl, done by UK-based agency Chime.
The report was announced at Cisco Connect Moscow on the 4th April, with support from the local PR and Comms team. It will be used for demand generation and integrated to existing campaigns.
See it on Turtl (Russian only). For more details on this project, please contact Carolina Marino Sargeant.
Alpa Panchal
As you will have seen from the last Spotlight Edition, we launched the first monthly Mission via the new DCC marketing platform. These missions have been designed to help Distributors achieve their sales target and qualify for a winning trip to Mauritius.
The first Mission required Distributors to drive awareness and demand amongst their Partners for Cisco Security solutions.
How? Record a video showcasing the benefits of our Security portfolio, execute a digital campaign sharing the video with their Partners and schedule 2 call- out days to generate opportunities.
At the end of the Mission 1:
Check out this video from Ingram Micro and the creative response to the Mission from some of our Distributors!
Mission 2 launched on 1 March and requires Distributors to drive awareness and demand of Cisco ONE Software.
At the end of Mission 2:
We have now launched Mission 3, to drive awareness and demand of Cisco Mobility Express Solutions. Check out the launch video here.
Follow @ciscodistemear to watch all the activity unfold!
If you have any questions contact Alpa Panchal.
Mission Accepted?
Raluca Larkin
The beginning of this year brought the launch of the industry’s most amazing collaboration experience: the Cisco Spark Board arriving on January 24th together with the new Cisco Spark user experience for our customers.
We showed (rather than told) the Cisco Spark Board to 10,000 customers and partners within one month of the global launch, and we tuned in to the global launch together with a few countries joining live. In the UK, Germany, Switzerland, Austria and Norway, teams welcomed partners in the offices and demonstrated the Spark Board onsite. Events in more than 30 EMEAR locations followed throughout the first two weeks, and the show culminated in the Spark Board featured as a key highlight of our presence at Integrated Systems Europe and Cisco Live in February. The launch generated 50+ media articles to date in participating countries including a cover story in Austria’s leading business magazine.
At the same time, we were busy behind the scenes preparing the launch of the digital campaign across countries. With localized awareness (20+ languages) and demand generation pages, dynamic web banners and social media content, a live campaign for partners in PMC and lots of content developed in-country, regionally and globally, this was the perfect moment to achieve an impact and contribute to the 10,000 Cisco Spark Boards in the sales pipeline in EMEAR today.
And…what better way to tell the Cisco Spark story than the voice of our customers? We are proud to introduce the first two case studies created in collaboration since our new content marketing model kicked into place. Signa Real Estate and CoBuilder both talk about the benefits of collaborating in real time, making better, faster decisions, beating competitors to market, making teamwork better and getting work done. We accomplished this with the great help of local marketing and sales teams and support of the EMEAR Customer Advocacy team.
Philippe Bralet
Why this campaign?
Our customer, The SP Persona “Customer Delivery Technical organisation (SP CTO)” main business care abouts is: How can I adapt my architecture to deliver innovative services that my customer will consume tomorrow, and remain competitive and profitable". And in parallel, we hear from the field that our audience do not clearly understand Cisco competitive & innovation advantages vs other main vendors (Huawei, HPE, Juniper…).
Messaging: telling a story
This campaign, via a series of 5 main chapters in FY17,
is driving through leadership Digital activities to promote 4 key messages using paid social media (Facebook & YouTube):
Main topics:
Topic 1: Mobility 5G (Q1)- 25 Millions impressions - 296K Engagements Topic 2: Programmable network (Q2)- 5.1 M impressions – 633K Engagements Topic 3: Virtualization (Q3) – in 11 countries Topic 4: Video (Q4) Topic 5: Security (Q4)
Content:
Each chapter has the same deliverables:
Results to date (Paid Social):
Why is it working well?
We built a social kit to increase awareness about Cisco’s manufacturing expertise, products and solutions but also to create engagement on our dedicated solution for Manufacturing-landing page 4 messages target Network Buyer and CISO: unify your operational network with your IT, ensure your network’s stability to decrease production downtime, secure your industrial data's and secure your IoT. MRM France produced posts for Twitter and LinkedIn associated to animated gif and images based on illustrations. Organic promotion on Twitter and Facebook started on the 24th of March.
Creative: available on Percolate, Marketing Library and box for source files.
Team: Talyana Cunningham (SME), Vanessa Dib (Community Manager), Mylène Blin (Marcom), Jézabel Duclos-Cohan (Marcom)
We created 3 new core offers on DNA solution to enrich the HPE campaign content (regionally lead) and offer more engagement opportunity on our French HPE landing page. The 3 Benefits Overview highlight winning with digital transformation means for company to get the right foundation with an agile, secure and innovative network infrastructure. MRM France made an English and French version of the 3 middle of the funnel core offers targeting network buyer. We plan to update the landing page with the new assets beginning of April.
Creative: available on Percolate, Marketing Library and box for sources files.
Team: Marija Petrova (SME), Mylène Blin (Marcom), Jézabel Duclos-Cohan (Marcom)
To enrich the HPE campaign content and create more engagement on our French HPE landing page, we designed an interactive eBook on Turtl platform. It explains the overall DNA solution and benefits as agility, security and innovation and targets network buyer. This middle of the funnel core offer uses a large number of piece of content as videos, Top 5, case study… but also drives to Cisco web pages for more information.
We plan to update the landing page with the new assets beginning of April.
Creative: available on Percolate, Marketing Library and Turtl platform.
Team: Marija Petrova (SME), Mylène Blin (Marcom)
Our partners always need content to promote our solution and increase awareness especially on DNA solution towards network buyer. With this partner solution overview created by MRM France, we provide them with a digital but also printable asset. The core offer positions Cisco DNA as the fundamental for digital organisation and highlights the 6 fundamentals to follow.
Creative: available on Percolate, Marketing Library, PMC and box for sources files.
We built a social kit to increase awareness of WebEx and Spark solutions. To target LoB and especially sales director, we chose with MRM France to leverage unusual style and especially movie trailer with one simple message “organise a meeting should be really simple”. The agency produced 2 videos (action and romantic film) and posts for organic social on Twitter, Facebook and LinkedIn. The promotion started on the 20th of March.
Team: Noureddine Talmoudi (SME), Mylène Blin (Marcom), Jézabel Duclos-Cohan (Marcom)
Companies need to be innovative lead or at least to keep up pace with the market and to deliver perfect services/products for their customers. As good collaboration is a key success factor for innovation, we address exactly these needs. This Spark Whitepaper shows new opportunities through a networked way of working and effective team communication using the example of three different industries: retail, manufacturing and energy (main industries in DE).
This is the very first asset a German Collaboration SME wrote on her own after she did a very comprehensive research on the market and the target group. The described solutions exactly fit the customer needs and highlight the Spark USPs in this context. The Infographic was created as a snackable asset to promote the hero asset (whitepaper).
Audience: IT Decision Maker, LOBs (development & production, HR, Marketing, purchase, remote experts), BDM/CEO mid-market
Creative available on Marketing Library, box and Infographic.
Agency: MRM Frankfurt
Content Overview:
New NBT-Campaign Webpage for CDA-topic. Since page-launch a year ago, we’ve created several new assets, which we now can promote.
Page-Highlights:
-Eye-catching Hero-Image/Cinemograph -Sticky Navigation for main sections: Education, Innovation, Security -Dynamic Infographs for several new studies -Link to new “Security & Trust Office Deutschland”
Audience: Technology optimists (including business and technology decision-makers and influencers), LoB Retail
Agency: MRM Germany & Cisco Webteam
NB: Old version is still live. New version is going live in CW14!
