Rachel Henley | Network Buyer Audience Expert, UKI
We are keen to ensure you are informed with the relevant updates you may need on this fast moving Avengers launch. Here are the key highlights that we believe are important for you to have visibility of. Thank you to all the regional and country teams who have been extremely supportive and helpful in regard to the launch planning and execution so far!
Wi-Fi 6: Thank you to everyone who supported with the fast-turn to switch on Wi-Fi 6 web page updates, organic social and paid search. Messaging related to Wi-Fi 6 (Non-Product) is in market following the MWC Wi-Fi 6/5G announcements, warming up our audience in the build up to the launch and in line with global PR efforts. To confirm: We are externally referencing Wi-Fi 6 but not the new products until 30 April.
Competitive:
This is a highly competed market at moment of a critical market transition with the introduction of Wi-Fi 6 and 5G. This launch needs to be big, bold and impactful and competitive considerations have been baked in throughout the planning, messaging, audiences, plus internal and partner enablement.
Pre-launch promotion:
Post-launch: A new track is being built for network buyer, for activation day 1 English with localisation is in progress for all markets running the network buyer journey.
Timelines
Embargo clarification:
Some of the products in this launch will be orderable before the launch date. This does not mean that they can be communicated. All products will be EMBARGOED for external promotion until the launch date. Prior to launch date on a case-by-case basis, subject to approvals, sales can communicate to individual customers for Q3 deal closure only.
If you have any additional questions or clarifications, please reach out to the Network Buyer EMEAR Marketing Team This has been a huge team effort with too many names to list, I am sure you know who within your respective teams have been instrumental.
Teri Donovan | EMEAR Audience Expert CIO Nickita Patel | EMEAR Campaign Marketing Executive
There’s been a lot happening for CIO and a lot more still to come!
We are live in EMEAR/UK English, German and French and ANZ/APJ are currently building their own Executive Perspectives page and journey, mirroring our strategy. We’ve also got great fresh content added to our new Executive Perspectives hub page.
The Executives Perspectives page has gone through a complete refresh to enhance the user experience for our site visitors. This refresh included a fresher look and feel, new bridge pages so visitors can get a deeper summary of each careabout, and all the content from past quarters is now also available with an infinite scroll feature. This refresh has enabled us to improve careabout positioning, simplify navigation throughout and improve SEO value.
Since going live in April FY18 Q4 we’ve had over 3,300-page views with more than half being unique visitors. Through organic social we have seen highest volumes of EMEAR traffic to the EMEAR/UK page from Italy, UK & ME & Africa, 51% from LinkedIn.
Gartner Symposium/ITxpo 2018 This year we employed a new ‘peer first’ approach for this event, moving away from a vendor-led discussion and instead focusing on CIO careabouts. Stronger alignment with Gartner’s messaging and what really matters to CIOs brought us lots of valuable conversations and connections, with nearly 3x the level of on-site engagement YoY. Cisco’s session on ‘future IT and strategies for talent growth’ even achieved the status of most highly attended vendor session at Gartner Symposium 2018.
Insights from our influencer programme helped shape our agenda and positioning at the event. And we integrated contributions from influencers in supporting content, which furthered our credibility and reach. We’re looking forward to scaling some of the learnings from this approach to broader CIO initiatives in the future, with broader and deeper relationships with influencers now steadily growing.
Influencer Opportunities We are live with the Q3 refresh of the CIO Executive Perspectives! The refresh includes 11 new pieces of content. Since kicking off this programme in August, we’ve created a series of 6 new careabout-led articles with external influencer and advocate contributions, already delivering enhanced credibility to our story and 30k extended reach through their influencer networks and tweets. We have also have some exciting new influencer relationships blooming and are proud to announce a co-created content. Our Cisco EMEAR CIO, Colin Seward and global thought leader influencer Ian Knowlson, discuss the Future of Work, the Future of Talent and Talent Recruitment, check it out here. This video initiative calls upon industry leaders across all sectors to come together and discuss and share their, ideas, thoughts and expertise on the hot topics that are set to change the world of work as we know it. Help us get social and share this post on the right.
*Exclusive* Coming soon, we have a fantastic peers perspectives paper being released addressing the IT skills gap- one of the greatest concerns for CIOs. EMEAR Chief Information Officer, Colin Seward and Chief Technology Officer UK&I, Chintan Patel explore how CIOs are rethinking the IT function to bridge the talent gap.
Hazel Burton | UKI Audience Expert Lucas Betes | Security Omni Channel Manager Gemma Sahagún | Audience Campaign Manager
After the successful launch of the EMEAR CISO Omnichannel experience last year, we sat down as a team to take stock, and work out how we could make improvements. Many post-it notes later, we realised we needed to create a new experience specifically for the Technical Security Operations persona (we’re calling this the TSO). Whilst the CISO is the ultimate Security decision maker; they sit at quite a high level. The TSO sits at the heart of the Security infrastructure; dealing with all the alerts that are coming in, and is the first to spot any gaps in the company’s Security strategy.
Therefore, they are the ultimate influencer.
As before, we are addressing this audience’s specific pain points with this campaign; Network Visibility (how to spot threats you can’t see on the surface) and Threat Intelligence (how to add context to the threats that are coming in).
By the time you read this, we will have just launched the TSO experience across EMEAR. It includes animated banners, top to bottom funnel content, a social media kit, and a new web page. We worked with Ahsan Jalil, EMEAR’s brilliant new Web User Experience expert, and conducted some user testing so that we could make tweaks before we launched the page below that is available now in 7 languages (EN, DE, FR, IT, ES, RU and PL)
https://www.cisco.com/c/en_uk/products/security/stealthwatch/index.html
We want also to thank all the people involved in this project: Abdul Khaled, the EMEAR Security team and the Paid Media team.
Hope you like the new TSO Experience.
Nadja Ritter | Audience Expert Data Center & Cloud Germany, EE, RCIS and Switzerland
In Q2 we focused on the the HyperFlex Sprint, we promoted our HyperFlex Campaign pages, local Expert Talks and Live Events. We also involved our partners to support the campaign and invested in Paid Media and PR.
Campaign timeline: November-January
Channels used: LinkedIn InMail, Sponsored Ads, Facebook Ads, Blogs, organic and Social Media promotion at cisco.com and PR.
Results:
Growth on DC Campaign Pages (FY18Q2 to FY19Q2):
Roberto Borda Beer | Collaboration Audience Campaign Manager
New Cisco Huddle Space page
Live in 5 countries, UKI, FR, DE, AT, CH: Full url list here
Messaging: Huddle spaces are more and more prevalent and they need to be enabled with the right collaboration technology
Actions in this page: read content, watch videos, sign up for a demo request, watch case studies, read gated Gartner report, sign up to receive newsletter
https://www.cisco.com/c/en_uk/solutions/collaboration/huddle-space/index.html
New Cisco Webexceptional Page
Available in EN, FR, DE. Not looking to expand unless required by countries/object of paid media campaign with country choice.
Messaging: Webex is the leading meeting solution in the industry.
Actions in this page: Read content, watch video, free trial, request demo, read Gartner report (gated)
Drive-to assets: Webexceptional campaign
Objective:
To create awareness about Webex as best meeting solution in the industry
To counter Zoom competitive threat
Drive-to-assets:
OOH – live in Q1-Q4
Digital – banners, social – located here Landing page and equivalents in FR/DE
Integrating with webex.com
New webex.com site makes trials available to European countries
Webex.co.uk – now redirects to webex.com
FR, DE sites to be relaunched in Q3
Consider driving to webex.com in your country if on the list
as a means to access a free Webex Meetings 30-day trial.
Regional and global team working to align reporting and tracking
How to integrate:
Tracking link can be requested when linking to webex.com– please contact regional team (Roberto Borda Beer) or in WT space
Darya Yukimenka | Strategy, Planning and Operations (SPO) Germany Paid Search – Strategy change! We are moving back to Classical Search for all Journeys and plan to use the Dynamic Search Ads algorithm as a support feature to capture not yet covered keywords. The reason for this is because we need to ensure customers receive relevant and exact content for their search topics and are directed to detailed subpages answering their questions. What we can avoid with classical search is that customers with specific questions land on overview pages where they need to further navigate. The rollout is planned for 13th of March across all architectures in the German market we are excited about the results which we will share with you in one of the EMEAR Regional Updates on Thursdays.
Ian Chard | Audience Expert, UCI, North Shraddha Ramamurthy | Omni-Channel Manager EMEAR Elisa Maria Agnetti | Audience Manager Roberto Borda Beer | Audience Campaign Manager
KEY NOTES
New Modernise and Automate pages
Available in English - UKI
Modernise and Automate your Data center are the two messaging tracks
Actions in this page: read content, watch videos, subscribe to nurture journey, Eloqua form fills
