© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 1
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 2
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 3
Big Legacy Success Comfort Booked
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 4
Virtual Events: Why Now? A Perfect Storm?
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 5
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 6
Our Story
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© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 8
16 – 89 – 24 – 60 - 20
A brand new
world.
An Event is an event is an event
--Gertrude Stein ?
“
”
GPJ Confidential. Not to be distributed without written approval from GPJ.
A ROADMAP FOR ACHIEVING THE VISION
DISCOVER
Fully understand
the objectives of all
stakeholders, and assess needs and feasibility
DEFINE
Define the strategy,
resources, touchpoints,
activities, communications, experiences, and technologies to be employed
DELIVER
Integrate the experiences
and engagements,
and deliver flawlessly
DEVELOP
Develop the content,
experiences and
engagements
“An Event is an event is an Event”
GPJ Confidential. Not to be distributed without written approval from GPJ.
Cisco FY10 Global Sales Meeting Getting it Done! December 22, 2008 v3
GPJ Confidential. Not to be distributed without written approval from GPJ.
TABLE OF CONTENTS
! A Roadmap for Achieving the Vision
! Management Framework
! Component Review
! Overall Approach
! GPJ Team Structure
! Next Steps
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 14
Virtual Events- Orientation “The Future is here. It’s just not widely distributed yet.” –William Gibson
What are they?
Why now?
What are we seeing?
What can we expect?
© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15
Virtual Events: What are we seeing
Second Life, Fortera, Qwak
InXpo,Unisfair,
On24
Creating world is complex High Learning Curve Downloads 3D
Creating world is easy Low Learning Curve No Downloads 2D rendered 3D
Adopted from work done at SRI Business Intelligence
© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16
UNIVERSE Physical, Virtual
Hybrid or Extension
CONSUMPTION METHOD
Real-time / On Demand
COMMUNICATION MEDIUM
Audio/Video/Text
TECHNOLOGY Webex
TelePresence IP TV
Event Dimensions
© 2008 Strategic Horizons LLP Certified Pine & Gilmore Expert
Active Passive
Absorption
Immersion
Entertainment Educational
Escapist Esthetic
Four Experiential Realms
© 2008 Strategic Horizons LLP Certified Pine & Gilmore Expert
Active Passive
Absorption
Immersion
Entertainment Educational
Escapist Esthetic
Four Experiential Realms
© 2008 Strategic Horizons LLP Certified Pine & Gilmore Expert
Active Passive
Absorption
Immersion
Entertainment Educational
Escapist Esthetic
Four Experiential Realms
© 2008 George P Johnson. All rights reserved. GPJ Confidential Presentation_ID 20
Mark your audience
Assess your
objectives & goals
Strategy
Technology Mapping
M A S E T R
Execution
Review & Revisit
M.A.S.T.E.R Overview
© 2008 George P Johnson. All rights reserved. GPJ Confidential Presentation_ID 21
Mark your audience
Assess your
objectives & goals
Strategy
Technology Mapping
M A S E T R
Execution
Review & Revisit
M.A.S.T.E.R Overview
© 2008 George P Johnson. All rights reserved. GPJ Confidential Presentation_ID 22
Mark your audience
Assess your
objectives & goals
Strategy
Technology Mapping
M A S E T R
Execution
Review & Revisit
M.A.S.T.E.R Overview
© 2008 George P Johnson. All rights reserved. GPJ Confidential Presentation_ID 23
Mark your audience
Assess your
objectives & goals
Strategy
Technology Mapping
M A S E T R
Execution
Review & Revisit
M.A.S.T.E.R Overview
© 2008 George P Johnson. All rights reserved. GPJ Confidential Presentation_ID 24
Mark your audience
Assess your
objectives & goals
Strategy
Technology Mapping
M A S E T R
Execution
Review & Revisit
M.A.S.T.E.R Overview
© 2008 George P Johnson. All rights reserved. GPJ Confidential Presentation_ID 25
Mark your audience
Assess your
objectives & goals
Strategy
Technology Mapping
M A S E T R
Execution
Review & Revisit
M.A.S.T.E.R Overview
© 2008 George P Johnson. All rights reserved. GPJ Confidential Presentation_ID 26
Mark your audience
Assess your
objectives & goals
Strategy
Technology Mapping
M A S E T R
Execution
Review & Revisit
M.A.S.T.E.R Overview
© 2008 George P Johnson. All rights reserved. GPJ Confidential Presentation_ID 27
Mark your audience
Assess your
objectives & goals
Strategy
Technology Mapping
M A S E T R
Execution
Review & Revisit
M.A.S.T.E.R Overview
Nov 08 May 09 Sept 09
! How do we move from a physical event to a virtual experience? ! How do physical event activities map to virtual ones? Do we want to map
them? ! How do we build a Marketing Strategy that supports a portfolio of
touchpoints, activities, conversations, and experiences to ensure we’re achieving the vision and sustaining success?
! Can we achieve the same objectives with a virtual event? ! How do we move past the inevitable comparisons to a physical GSM? ! Do we even call it GSM? ! Which technologies do we employ? When? To accomplish what? ! How do we ensure our brand is protected online? ! What if the Internet goes down? ! What if it is wildly successful?
QUESTIONS YOU MAY BE ASKING