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The Olympics as a B2B Marketing Proposition

The essence of sponsorship is the right of association, as enshrined in the International Chamber of Commerce’s definition:

‘Any communication by which a sponsor, for the mutual benefit of sponsor and sponsored party, contractually provides financing or other support in order to establish a positive association between the sponsor’s image, brands, products or services and a sponsored event, activity, organization or individual.’

The difference between the Olympic and Paralympic Games and other major sporting events is that they are the only property that offers sponsors virtually nothing but the right of association.  Unlike other platforms, which will build in assets and benefits to their sponsorship package like perimeter board branding or event tickets, the only direct benefit you get from investing in a Games sponsorship is the right to use certain logos and marks.  Even then, these must be approved on a case by case basis. Everything else, including hospitality tickets, comes at an incremental price.

So Games sponsors cannot rely on a nice big advertising value equivalent from broadcast brand visibility to justify the fee internally.  They are forced to be much more disciplined in their assessment of how a Games sponsorship will create an acceptable return on investment. These sponsors must focus on who their target audience/s are, why partnering with the Games is relevant to them, how they are going to communicate those messages effectively and what is the desired behavioural outcome.

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What Happens When Mobile and Cloud Collide?

Mobility and cloud computing are colliding. So, what does this mean for the future of mobile devices? How soon will video-conference calls on our mobile devices become commonplace? How can service providers (SPs) enhance their competitive position by delivering cloud and managed services?

While research has been conducted on mobile and cloud computing as separate trends, to date very little data has existed on the impact of mobility and cloud together. To understand this dynamic market better, the Cisco Internet Business Solutions Group (IBSG) surveyed more than 1,000 business users to understand their current and future needs with regard to the mobile cloud.

The top findings may surprise you:

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Collaboration: On the Field & In the Office

February 14, 2012 at 3:41 pm PST

Collaboration is great. But it’s not a Kevin Costner, James Earl Jones, if-you-build-it-they-will-come Field of Dreams scenario. Alas, if all it took was plowing under a corn field and putting down some chalk stripes, I might be out of a job. And out of corn flakes.

We talk a lot about technology and process, but sometimes omit the human aspect. All the technology in the world won’t do much without people using it — unless you’re watching the Terminator machines attempt their takeover. And then there’s always HAL 9000. But those guys are a lot more interested in domination than collaboration anyway.

An organization’s culture is a critical component to successful collaboration. Make all the technology announcements and managerial pronouncements you want – you need an environment that supports collaboration. Read More »

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Barry O’Sullivan: 2012 Collaboration Predictions

This week in No Jitter, Cisco Collaboration Senior Vice President and General Manager Barry O’Sullivan looked into his crystal ball and elaborated on his predictions for 2012.

In an excerpt, Barry predicts:

“1. Post PC-era will explode

2. Video will break through

3. Contact Centers will evolve as customers choose to interact with companies in radically new ways

4. Companies will use the cloud and desktop virtualization to provide collaboration capabilities across the enterprise

5. Social business processes will become mainstream for many.”

Read Barry’s predictions in more detail and the follow-up answers Barry gave to Eric Krapf’s questions. I trust you’ll enjoy reading the article.  Send in your predictions for 2012 for collaboration, video, social software, and contact center.

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Security Practices for Online Collaboration and Social Media

February 10, 2012 at 9:00 am PST

In my last blog we discussed how on-line tools for desktop sharing, audio and video collaboration, and enterprise social software play an increasingly important role in corporate business. We discussed how the industry is also seeing a trend toward “IT consumerization,” where employees and other users experience new technologies before they are supported by enterprises. The first impact of this trend is producing more employee requests to access their personal social media accounts from their work computers as a way to manage both work and life responsibilities. The even bigger impact is that employees want to use these types of collaboration tools for enterprise business purposes.
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