MarilynAllHands Final V2.hannah

Carlos Dominguez
carlosd@cisco.com
http://twitter.com/carlosdominguez
Facebook: carlosdominguez
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 1
Corporate
Marketing
All-Hands
Leveraging
the Opportunities
Carlos Dominguez
Cisco Systems
Senior Vice President
Office of the Chairman and CEO
3
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems 3 3
Presentation Topics
 Celebrated 17 Years at Cisco in March
 Currently in the Office of CEO and
Chairman of the Board - John Chambers
 Focused on Innovation and Collaboration
- Customers / Internal / Academia
- Co-Lead Collaboration Council@Cisco
 Co-Lead Mexico Board
 Board of the Cisco Foundation
 Averaging 2 Presentations Week /100+ Yr.
- Meeting Interesting Smart People
- Get an Education Every Week
 65% External
 Large/Small Venues / Live / TP
What Have I Been Doing?

Diverse Audience
‣ Brand Identity
‣ Advertising
‣ Event Marketing
‣ Marketing
Communications
‣ Media
‣ Product Placement
o f t h e
‣ Web Marketing
n g t h e Opinion
“Sha pi
d i e n c e ”
Au ”
s E a s i e r
k e S a l e
“Ma
r i e n c e s
y E x p e
Share M i o n s ”
a t
“Observ us
e O b v i o
St a t e t h
‣ How To Advertise
‣ How To Market
‣ How To Conduct Events
‣ Or Any Other Topic That You
Are Experts In
This Presentation Will Not Tell You:

© 2009 Cisco Systems, Inc. All rights reserved.
Carlos Dominguez, SVP Cisco Systems
Cisco Confidential
6 6
My Goals Today
Give You Different

Perspective
Make You Think
Get Excited
Spark New
Idea
OBSERVATION
S
THINGS ARE MOVING
way FAST!
1 PCs Become
Popular
Launch of the
Apple II
1980
Cable TV Explosion
Atari
14184_11_2007 © 2009 Cisco
© 2009
2008 CiscoSystems, Inc.All
Systems, Inc. Allrights
rights reserved.
reserved. Carlos Dominguez,
Carlos
Cisco SVP
Confidential
Dominguez, Cisco
SVP CiscoSystems
Systems 10 10
1 Internet
Commercialized
Email
Popularized
Cell phones
go mainstream
1990s
MP3 players
boom
IM catches hold
© 2009 Cisco
© 2009 CiscoSystems, Inc.All
rights reserved.
Carlos SVP
Dominguez, Cisco
SVP CiscoSystems
Systems
11
2
Birth of the iPod
Networked gaming
popularized
2000
Tivo & DVRs
takeoff
Growth in VoIP
membership
(21st Century)
Ringtones become a
billion $business
Xbox launches
Social network sites

YouTube redefine social order
© 2009 Cisco
rights reserved.
Carlos SVP
Dominguez, Cisco
SVP CiscoSystems
Systems 12 12
Observation Speed of Change
Oh My God.... I’m Tired
CIOs and IT people are fatigued

Can’t keep up - they are scared
Change in technology means more work
They try to block many new things
“Consumers technologies don’t fit well in business,
security”
Reality: They don’t know how to use it
Shift perspective ... put yourself in the shoes of the
Industries are Being
“DECONSTRUCTED” everything
we Knew has ChAnGeD
Wisdom of Crowds
The Wikipedia Revolution:
How a Bunch of Nobodies Created the
World’s Greatest Encyclopedia
by Andrew Lih
Launched in January 2001

In less than a decade, Wikipedia has become the world’s
most popular encyclopedia, expanding from the first test
post on the site with the text “Hello World” ...
... to more than 10 million articles in 250 languages
today.
Encyclopedia Britannica is now allowing people to

contribute to entries, with a formal process for
professional oversight.
Change
“It is not the strongest of the species that

survives, nor the most intelligent, but the one
that is most responsive to change”
- Charles Darwin
18
Observation Model Disruptions
What’s Going to Happen To My Business?
Everything is free on the Internet

How do I make money? Advertising?
Adopt new technology?
Accelerate decline of business?
Downright scared, like deer in the headlights!
TAP into and Leverage
The Crowd
trend The Contribution Revolution
Letting Volunteers Build Your Business
Everyday millions of people make all kinds of voluntary

contributions to companies
Revolutionizing the economies of entire industries
VIDEO IN ALL FORMS

USER CONTRIBUTIONS
VIRTUAL WORLD
GAMING
Types The Contribution Revolution
benefits The Contribution Revolution
Companies Born Into Change - “Crowdsourcing”
The Customer is the Company

Product innovations come from the people who use the product
Winner gets $1,000 plus
$1 for every pair sold THE HUMAN
NETWORK SHOE
Hopes for $40M in revenue

BY CARLOS DOMINGUEZ
by 2012
“Crowdsourcing“…a focus grou

p on a grand scale
© 2009 Cisco
rights reserved.
Carlos SVP
Dominguez, Cisco
SVP CiscoSystems
Systems
25
© 2009 Cisco
rights reserved.
Carlos SVP
Dominguez, Cisco
SVP CiscoSystems
Systems
26
Observation Contribution Revolution
How do We Leverage the Crowd?
Can we get consumers, enterprise accounts to help us

build our business?
Build a platform? Collaboration?
4
Focus on, Learn about,
Attract and Leverage
Millennial Generation
Presentation_ID © 2009 Cisco
© 2009
2007 CiscoSystems, Inc.All
rights reserved.
Carlos
Cisco SVP
Confidential
Dominguez, Cisco
SVP CiscoSystems
Systems 29 29
Our Digital
Millennials
‣14-24 years old
‣Digital lifestyle focus
‣10 hours online/week
‣30 min mobile phone/day
‣6-10 text/IM day
‣Social networking
‣Distribution of age, race, gender,
spending and geography
© 2009 Cisco
rights reserved.
Carlos SVP
Dominguez, Cisco
SVP CiscoSystems
Systems 30 30
Millennials’
size mirrors boomers
31 US Census Bureau, March 2005

10% of Cisco’s workforce were
born between 1980–’88

32 32
How Do You Market To Them?
How Do You Attract and Retain?
Need To Understand Them!
How Do We Leverage
Opportunity The Digital Natives?
10% of Cisco’s workforce were
born ideas
 Embrace them - let them provide between 1980–’88
& leadership
 Seek them out and learn from them
 Make them your mentors on technology
 Use as early adopters of new technologies
 Reward and acknowledge contributions
14184_11_2007
Cisco Confidential
34 34
5 Great Things Happen
When You Share
Sharing Is Good!
‣ Emulate the chefs

‣ Make a living sharing information
‣ Sharing takes time
‣ Customers to fans to audience
‣ Audience - group of people that come to hear
what
you have to say

Cisco Confidential
36 36
i n g a bo ut
e v er y th
K co p i es –
40
us. w e d o it?
d o & h ow
What we e r s
s c r i b
90K Sub
Carlos Dominguez, SVP Cisco Systems 37
Example of a Fan..... Audience!
Opportunity
How Do We Leverage
Sharing?
Build a culture of sharing?
How do we maximize? monetize?
What do customers want to know from us?
It’s all about content …we have plenty.
Do we make it available on the web?
Can we build an audience?
Do we do our own advertising?
Let’s be more like the chefs!
6
Pay Attention to
the Power of
Virtual World...
Not Second Life
Online Virtual Conference:
‣This year 150 in person, 700 attended

virtually
‣Last year 300-400 total attendees
‣Able to reach TWICE the number of
analysts
‣Digital Media Used:
‣Facebook group
‣Twitter
‣Discussion Forums, Blogs
Concourse (“Main Lobby”)
My Session Guide Example
VSE Gateway (“Auditorium”)

Carlos Dominguez, SVP Cisco Systems Cisco Confidential
44
44
Mindshare Marketplace (“Exhibit Hall”)
Close-up of booth screen listing content
Leader’s Lounge (“Networking Lounge”)
Virtual Worlds Will Replace
Opportunity Large Meetings / Conferences
 This is really cutting edge

 We should market the blank out of it!
 Implications are huge!
 We need to separate ourselves from Second Life
 Need to brand / name this experience
7 Gaming is no Longer
for Kids!
Gaming
Guitar Hero 3 and

Rockband Sales Were
935M Last Yr.
All Digital Music Sales was 835 M

Gaming
Microsoft's 'Halo 3' Breaks First-day

Sales Records
Microsoft's Halo 3 Earned an Estimated

$170 Million in Its First 24-hours on Sale.
GSM
The Competition
1. Content Engagement
Addictive (and relevant!)
content-based quiz/trivia
game
2. Entertainment Engagement
Witty, enticing mini-games
offer breaks in the perceived
‘routine’ of event content
3. Social Engagement
Large-scale Alternate Reality
Game (ARG) adds buzz-
worthiness while generating
social interaction and
teamwork
Presentation_ID
Cisco Confidential
52 52
Guinness Beer Log
and Using Gaming in
Marketing
53
© 2009 Cisco Systems, Inc. All rights reserved. Carlos Dominguez, SVP Cisco Systems
53
53
Opportunity Gaming - Not Just For Kids
 Everyone loves a game

 Engaging and interactive
 Cisco has put out some games with product
launches
 Combination of virtual world, education and gaming
with change the way we do things
 How do we leverage?
 What can we do different?
14184_11_2007
Cisco Confidential
54 54
Carlos Dominguez
carlosd@cisco.com
http://twitter.com
/carlosdominguez
Facebook: carlosdominguez

MarilynAllHands Final V2.hannah

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Carlos Dominguez

What Have I Been Doing?

This Presentation Will Not Tell You:

Give You Different

Social network sites

CIOs and IT people are fatigued

Reality: They don’t know how to use it

Launched in January 2001

Encyclopedia Britannica is now allowing people to

“It is not the strongest of the species that

Everything is free on the Internet

Everyday millions of people make all kinds of voluntary

VIDEO IN ALL FORMS

The Customer is the Company

Hopes for $40M in revenue

“Crowdsourcing“…a focus grou

Can we get consumers, enterprise accounts to help us

Build a platform? Collaboration?

31 US Census Bureau, March 2005

© 2009 Cisco Systems, Inc. All rights reserved.

Need To Understand Them!

‣ Emulate the chefs

© 2009 Cisco Systems, Inc. All rights reserved.

‣This year 150 in person, 700 attended

© 2009 Cisco Systems, Inc. All rights reserved.

 This is really cutting edge

Guitar Hero 3 and

All Digital Music Sales was 835 M

Microsoft's 'Halo 3' Breaks First-day

Microsoft's Halo 3 Earned an Estimated

 Everyone loves a game

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