Cisco’s Exponential Marketing in Action
More than a decade ago, the authors of the Cluetrain Manifesto outlined the trends that were reshaping the process of marketing communications. And, as we approach the South-by-Southwest interactive festival (SXSW) here in my hometown, the great city of Austin, I’ve been doing a lot of thinking about how amazing it is that people are now “voting” with their tweets, blogs and communities – refusing to accept communications-as-usual.
As a result, the way we produce and propagate content that we’ve created, and how we communicate our point of view, has clearly evolved since that time.
While we still have quite a bit to learn, we have made progress. Based upon the feedback that we received, we applied more listening, interacting, learning, and adapting to our current methodology. We’ve found ways to share our “human voice” via the SP360 blog, and the various other new media channels at our disposal.
Like many forward-looking companies, we have embraced the tools of social media to aid us in reaching out to our numerous stakeholder groups within our customers, and the other “communities of interest” that we actively seek to engage in a dialogue.
That said, each year we invest a significant amount of time and effort to produce a variety of traditional textual content – and more recently, a growing abundance of multimedia content assets that span the full spectrum of possibilities that our technology opens for us.
Similar to the process used by our service provider customers, we publish that content on our corporate Web site and use a variety of both online and off-line channels to let people know that it’s available.
The enclosed video describes our evolving definition of an adaptive “Exponential Marketing” method that we apply to the propagation-cycle – it’s Content x Syndication + Community = Nth Degree. (And no, that cool British accent on the video is unfortunately not mine…as a marketer, I just figured you’d like that better than my Texas twang… )
I had some great feedback on this topic earlier this week when I spoke at the Institute for the Study of Business Markets Winter Conference in Houston and would love to hear your thoughts. What techniques do you and your company use to help ensure that the content you produce reaches its intended user? And how do you incorporate feedback into your process, to ensure that the content you produce meets the needs of your users.
Look forward to hearing your views.