The New Marketing Mix:Cisco “Human Network Campaign”

Case Study

Julia Mee Sr. Director, Advertising, Media & Sponsorships, Cisco, @Juliammee

Jeanette Gibson Sr. Director, Social & Digital Marketing, Cisco, @JeanetteG

Brand Positioning: • Cisco is the network, and the network is the platform on

which innovation is built• Our true value is not just in what we make, but what we

make possible• Transformational business solutions are being built on the

Cisco Intelligent Network

Human Network Campaign

• Media mix based on target insights to limit waste– They still consume “traditional”

media, but it’s highly selective– Heavy consumers of digital,

especially tablets• Not all CXOs are created the

same– Non-technical CXOs will

only go so deep– But we need to provide as

much information as CIOs and CTOs care to consume

• Think customer first, and then create a journey

Reaching the CXO

“Built for The Human Network”Optimizing our Mix For Engagement

• Delivered to 140,000 CXO in boxes

• Message open rate to date is over 13%, vs. a LinkedIn average of 5%

• 4.7% clicked to the landing page

• The video completion rate is nearly 20%

Social Integration: LinkedIn

Social Listening: Our North Star• Real-time monitoring social media for any mention of Cisco (products, services,

solutions)• Delivering actionable insights and measured impact

Campaign related infographics were designed to surface Cisco proof points and increase positive buzz

• 30% increase in quantity of conversation, 7% increase in sentiment

• 100MM impressions globally• Tweets from Jeff Jarvis, Brian

Solis, Guy Kawasaki, Om Malik and other influencers were re-tweeted thousands of times

• 2nd highest viewed Cisco blog in 2011

• Earned a top spot in Reddit Tech

Creating Conversations Through Content Marketing on Social Web

Internet of Things Infographic

Social Web

Tech publications

and blogs

Global Syndication

Key Takeaways

• Construct efficient media mix based on customer behavior and insights

• Use social listening to inform your strategy and adjust accordingly

• Create customized content for different platforms (e.g., TV, print, online)

• Create conversations through informative and engaging social content

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