Annett Ehrlich – Audience Expert Brand and CIO Journey Germany Lars Gurow – PR & Communications Germany
Have you seen the ZEISS case study video already? It has been launched as part of the Global Bridge to Possible campaign. This is the first example showing how we are integrating the local CDA activities in Germany with the Global brand campaign. And there is more to come.
We are currently planning the launch of the Country Impact Report to be released in Q1FY20. This is our local NES vehicle to show our long-term, sustained commitment to Germany as a country.
In preparation, we run a joint PR & marketing campaign around digitization in Germany throughout FY19. We enriched our existing CDA/ Deutschland Digital story with new content which was spread in different waves across multiple media channels.
The first wave launched on Oct 1st 2019 was based on an online survey via civey from Aug 2018 about the status quo of digitization in Germany. The questionnaire included questions in six core areas:
The results were summarized in a report combined with supporting infographics and matching quotes from key stakeholders which are building the bridge to our local CDA activities. The PDF version of the report as well as the key findings are promoted via the landing page which was going live on day one.
With this first report, we received a great media response. We had a high reach in daily (local) newspapers and popular media that don't usually cover Cisco topics. This is mainly driven by the exclusive interview with dpa prior to the launch and their announcement which was released in parallel with the Cisco press release.
The second wave was launched on Nov 22nd was based on the online survey from wave 1 and analyzed how different regions across Germany perceived digitisation. Those are summarized and illustrated in an infographic also promoted via our key landing page from wave 1. Especially in business and trade media as well as in news portals and blogs we were able to achieve a good reach with this infographic. Another part of this wave was a radio broadcast "Bits and Bytes in leisure time and work – That digital is Germany“. This included an interview with our CDA Germany lead, Bernd Boente, and a short street survey. This material was distributed to regional radio stations across Germany and resulted in 138 broadcasts by 79 different radio stations.
While wave 1 and 2 were based on individual perception, wave 3 was evaluating digitization in Germany based data. On Mar 28th, we launched the Digital Readiness Index report for Germany which was based on the Global analysis conducted by Cisco in partnership with Gartner evaluating 118 countries based on 7 holistic components. We created a specific report for Germany summarizing the relevant results and launched a website highlighting the key results and promoting the full report. To link our activities from wave 1, 2 and 3, we also created an infographic “Feelings vs. Reality” comparing the results.
The launch of the Country Impact report in Q1FY20 will build the final chapter of our digitization campaign. It will combine the results from the former waves with the impact we are driving in Germany from a business and society perspective. Similar to the previous waves, we will create a report which will be accompanied by digital experience.
The Country Impact report will be launched as a local extension of the Global brand campaign. To enable this, we already produced creatives which are in-line with the Bridge to Possible campaign guidelines and supporting our key topics. Moreover, we provide cross-links where appropriate, for example with the ZEISS case study video which already has been launched as part of BTP, medibus which will be launched soon or our local employee story from Claus Schaale who not only won the Bridge Award in 2018 but is also featured in the Country Impact report.
The digitization campaign is part of the always-on CIO journey in Germany and was only promoted via organic media. It is a blueprint for further campaigns as it…
…proves the success of locally relevant and exclusive content for target audience with raised Share of Voice (+40%)
…documents what is possible when PR & marketing work hand in hand. Our result is Nr. 1 engaging CIO content with 800+ downloads …seizes the opportunity of repurposing content in different waves and different formats. Content production of 150+ articles/ clips incl. 25+ trophy clips in targeted key media
…shows what can be achieved with mainly inhouse resources and organic media for examples an average time spent on page of roughly 2:30 min!
Ian Chard & Nadja Ritter – Regional Audience Experts Shraddha Ramamurthy – Omni Channel Manager Roberto Borda Beer – Audience Campaign Manager
It has been an exciting H2 for Data Center Marketing in EMEAR.
The launch of Cisco Data Center Anywhere at Cisco Live! Barcelona back in February drove a substantial rise in traffic to DC dot com pages in EMEAR, peaking at 3.5K visits and 1.2K return visits that month.
We’ve achieved a 15% rise year-over-year (year to date) in the number of return visitors to DC EMEAR pages, whilst we’re on course to meet or exceed our FY19 target KPIs across engagement points (EPs), sales qualified bookings (SQLs – aka pipeline!) and marketing sourced bookings (MSBs).
The Data Center Buyer Journey, now live in 9 languages and 20 countries, has accrued 3.2K subscribers across compute and networking, and generated 2.6K form fills.
Meanwhile, the Modernise, Automate and Protect with Cisco Data Center, and HyperFlex campaigns on Partner Marketing Central (PMC) are generating the most content asset downloads globally.
Q3 saw the launch of our modernise, automate and protect ‘story pages’. These are now live in 6 countries, with more to follow. These pages deliver the thought leadership content around the needs of our audiences, while product and solutions have been rolled back to align with global page formats.
As well as separating thought leadership and product/solution content, the introduction of story pages ensures content updates are easier to make across EMEAR. Big shout out to the digital team and engagement managers for making this happen.
Finally, we’re delighted to announce that the Compute pillar is now live as part of the Small Business campaign. Huge thanks to the SB team for all their efforts in taking this live!
Up next for Q1FY20 is the launch of an EMEAR marketing program focused on driving awareness and preference for Cisco Unified Computing System (UCS) where businesses are looking to refresh their server estates.
As part of this program, we will be celebrating the fact that Cisco UCS turned 10 years old this year. We’re currently creating x2 new videos, social kit and banners (not to mention some cool merch),
but the overarching program will be to make Cisco UCS – including HyperFlex (hyperconvergence) and converged infrastructure – the system of choice for buyers looking to future-proof their IT infrastructure and protect their investments, while embracing multicloud.
Again, massive shout out to the Gateway team for helping us garner x5 testimonials from some of EMEAR’s first UCS customers as part of the program build.
Finally, we’ve updated the UKI Servers page already in preparation for #UCS10 and the server refresh program in Q1 FY19. Check it out to get a flavour of what’s in store and please get in touch with the EMEAR DC Marketing Team to get involved!
Eva Gerstl | Partner Marketing Manager, AT
Our partner NTS took the collab sprint as a chance to run an integrated, mostly digital marketing campaign. For accomplishing the first goal, increasing awareness on Cisco Webex Calling and Cisco Webex Teams, NTS decided to use almost all digital channels available to them: SEA and SEM on Google, various posts on all of their social media channels (FB, LI, T, I, YT), a very prominent space on the NTS corporate website (on landingpage for all of Q4 timeframe) and a blog article.
All these activities performed just above average, however, the number of interactions was high. This shows that the contacts reached were of good quality. Apart from digital marketing, NTS also held a Collaboration Expert Talk with aprox. 50 attendees and live-demo sessions. When looking at lead generation, all these digital marketing activities and the event have generated 6 demo requests (more pending) and Collab deals worth €760.000 so far.
• Create awareness through SEA, SEM, social media (F, T, LI, YT, I), dominant website presence, blog, success stories • (Leyrer + Graf, Blue Tomato, FH Kärnten) • Generate demand • through demo requests, contact form, event
Event Cisco Collab Expert Talk 27.6.
Social Media:
Google Ad Displays:
Hard results Webex Calling Demo Requests: 6 Deals: €760k
Google Search:
Raluca Larkin | Niaobh Levestam | Roberto Borda Beer | Juskiran Sond | Rachel Dye
On June 14th we launched globally a new and different campaign. The premise of the ‘Work Smarter with Webex’ campaign focuses on getting to know the people you meet and work with on a human level and get to outcomes faster and more effectively. Webex helps provide that insight with embedded context and intelligence, in one integrated platform. This new campaign now covers all key areas of the collaboration portfolio: cognitive collaboration; meetings (including devices and team collaboration); calling and contact centre. Take a look and also visit our community for the complete view.
What is new
After the global campaign at Cisco Live US, we have started rolling it out within our always-on collaboration journey across EMEAR countries. New or refreshed pages in our journey are live in the UK, Germany, France and Switzerland, with many more to follow. These include cognitive collaboration, meetings, calling and contact centre to showcase our biggest competitive differentiator – a completely integrated portfolio. Something none of our industry peers have. See the playbook on our community page to keep up to date with the progress of the journey.
Webex.com
We have expanded our ecommerce site Webex.com to EMEAR UK, DE, FR, IT and ES – with more to come. What does this mean?
Partner Enablement
Two partner campaigns – Work Smarter with Webex Meetings/Teams and Work Smarter with Webex Calling have been published to PMC. More language versions including French, German, Italian and Spanish are on the way. We are retiring the Work Intuitive campaign.
What’s coming
Digital To get an overview of what is happening for the new voice and video buyer audience experience and how to optimise activity in your market please see the playbook on our community page. To get the latest results on SEO please visit the Collab Keyword slide. Month on month, 17 local pages have replaced Global in organic search engine results.
Out-of-home We have just completed our photoshoot for the new Collaboration advertisements. They will launch in FY20 Q1 across multiple markets globally. In EMEAR, the UK/London will be covered as a baseline.
Case Studies We have a whole pipeline of interesting case studies on their way including University of Portsmouth, National Trust and more. Check our collaboration case study page to keep current!
Content you may find interesting!
Q4 Sprint Results
Our marketing effort to support the Q4 Collaboration Sprint around Workplace Transformation with meetings, devices and FlexPlan was a massive success! So far, it has resulted in:
With our optimisation efforts around search, we saw constant climbing and leading SEO positions for UKI, France and Germany around terms like “huddle spaces”. Collaboration is on for a strong year-end!
Marked on the global tech calendar on May,16-18, 2019, Viva Technology has become THE unmissable international tradeshow for digital innovation and entrepreneurship.
With more than 124,000 visitors this year, Viva Technology has experienced a steady growth over the past 3 years and has established itself as the largest innovation event in Europe. In fact, it stands out for its ability to bring together the world's top leaders, large corporations, think tanks, investors, entrepreneurs and academics.
This great showcase provides a one-of-a-kind platform where top professionals can network and do business, yet it also invites the general public on Saturdays to preview new products and see how technology will impact the future.
Co-organised by Publicis and Les Echos, Vivatech was inaugurated by French president, Emmanuel Macron, who on the evening prior to the opening day had welcomed French and International technology leaders at the “Tech for Good” Summit.
Bigger and better than ever, Vivatech scores a 24% attendance increase in 2019, comprising 125 countries, 450 speakers, 2,500 journalists, 3,300 investors, 13,000 startups - resulting in 124,000 attendees over 3 days. Watch their teaser video.
The Bridge to Possible illustrated by a 300m² exhibition booth (Hall of Tech) harnessing the power of innovation. Watch our best off video.
Since the debuts of Vivatech in 2016, Cisco kept unveiling unprecedented breakthroughs from a Connected CityTree that reduces air pollution to an intelligent mobility service allowing smart parking in the city. In 2019, we were committed to surprising our audience with even more outstanding experiences that will help us build a better world.
This year at Vivatech, our bet was "The Bridge To Possible". Between hope and possible, there’s a bridge. Cisco reshapes the future of business and the role that we, as citizens of the world, play in making this future possible.
In order to exemplify the meaning of The Bridge To Possible, we showcased 4 demonstration pillars:
In addition, we brought to life two compelling use cases with The City of Drones and Leap to the Future to highlight how technology is used as a vessel to create a world of potential.
Laurent Degré, Cisco France's General Manager moderated a panel discussion on the CEO Forum with Gerri Elliott, Cisco's #2, EVP, Chief Sales and Marketing Officer alongside Giovanna Carofiglio, Distingued Engineer at CISCO, Claudia D'Ambrosio, Research Scientist at CNRS / Polytechnique. The theme was :
Making Women More Prevalent in Tech
Technology has advanced as an industry but still does not represent women in a way that mirrors the rest of society. Looking at some initiatives to help promote women’s careers and leadership, watch the 20 min video below to learn more.
Finally, we announced our CSR partnership with Techfugees, a non-profit that coordinates the international tech community's response to the needs of refugees and asylum seekers.
Cisco redefines innovation at Vivatech to enable businesses to unleash their creativity.
