I’ve been blogging about Cisco and non-Cisco stuff on my personal blog for a while and I’m thrilled to start contributing to the Cisco Social Media Blog too. To kick things off, in case you’ve missed these, check out some of our lessons learned and tips on live social video streaming, geo-location integration into B2B events and corporate tweet chats.
The 9 Secrets of Success with Social Video
Not another term that starts with the word “social”, please! Hear me out. This is not your average video story: we created a video, put it on YouTube and bang, thousands of people have viewed it. So then, what is it?
Never Stop Experimenting: Pushing the B2B Event Envelope with Geo-Location CiscoLive 2010. Another year, another planning cycle. “How can we push the boundaries of last year’s show? How can we do something new? How can we increase traffic on the show floor?” Read More »
How marketers persuade their customers to do their work for them.
The other day, my father was telling me a story about a water bottle. This was your ordinary half gallon reusable bottle that someone might take to the gym, or on a camping trip. The difference about this bottle was that my father didn’t want it, but he paid good money for it. “Then why did you buy it?” I asked. He went on to tell me how when he went to fill up their water for the week, he encountered a man from Watermill, the company that owned the water purification kiosks. The man said, “Here, fill up your water on us, no purchase required.” Handing my father 8 tokens (no cash value) to put into their machines to fill his water for free. Wow, this was a great deal, no strings attached!
After my father was finished the man mentioned that he was selling new water bottles and asked if my he was interested in buying one. He felt an urge, no an obligation to purchase one. Even though he didn’t need it. Even though the price of the bottle was more than the $2 in quarters he would have spent to fill up his water. So there sits my father with this unwanted water bottle, and a perfect opportunity for me to introduce him to the rule of reciprocity.
Ed Daly, Director Market Management and Pete Davis, Manager, Market Management, in our Cisco Services US Field Marketing Team recently encountered a marketing dilemma -- a dilemma I’m sure most marketers can relate to. Fresh from winning a couple of prestigious awards, Pete and Ed wanted to tell the world, but were told by PR that awards are something that are not exactly “press release worthy”. As we all do, when we’ve experienced rejection, Ed and Pete did a bit of soul searching on the need for marketers to promote awards. The result is this tongue-in-cheek post. Hope you enjoy it as much as I did. Oh -- by-the-way, that’s Pete in the photo with the awards in question.
“We don’t do press releases for awards.” “No one cares about awards except marketing people.” “We don’t have enough budget.” Have you ever heard this from the PR team when you’ve won an industry award that you’re really proud of? You want to shout from the nearest rooftop how cool it is, but you keep getting told no. You’re not alone. The Cisco Services marketing team won two IT Services Marketing Association (ITSMA) for the Accelerate services training and Smart Care partner enablement programs..
The Smart Care program won the 2010 Gold Award for Marketing Excellence in the category of Developing and Launching New Offerings. The Accelerate Services Training program won the 2010 Diamond Award for Marketing Excellence in the category of Enabling Sales. This is the first time that Cisco has scooped both a Diamond (first place) and Gold (second place) Award and only the second ever time that we have won a Diamond Award.
When we approached the PR team to publicize the win externally, we were given the standard answer, a double whammy in this instance “We don’t do press releases for awards, and no one but marketing cares about awards anyway”. So we decided to do some soul searching to understand why we feel so compelled to boast about having won these awards…and why no one else seemed to get it.
And here’s what we came up with.
Top 10 Reasons Why Marketing People Like to Promote Awards They Win:
10. Standing in the middle of the office shouting “look at me, look at me” wasn’t going down very well.
9. You know, fake it till you make it.
8. Sales is where the rubber meets the road, but marketing is where the rubber meets the sky.
Video truly is the killer app. Now, I know you’ve been hearing this from me and other Cisco leaders for many years now, but the stats don’t lie.
In fact, did you know people are watching 2 billion videos a day, and uploading 24 hours of new video every minute to YouTube? And that’s just YouTube, which according to comScore accounts for only 26% of the world’s online video viewing. Talk about a true killer app!
For those of us in the marketing world, video is one of the best platforms for communicating with your audience, and that’s what I talk about in Part One of my three-part Marketing Minute series on how to use video.
This time around, we’ll hear about lead nurturing. During the session Creating High Quality Leads Through Improved Content Creation and Data Management, which will take place on October 28 at 7:30 a.m. PST, Luanne Tierney, VP of WW Partner Marketing, will chat with Dave Green, Director of Best Practices and Applied Research with MECLABS. Dave will talk about lead nurturing, and the content and data implications of lead nurturing and scoring.