Cisco at EMC World 2014 Post Show Report

62
Cisco at EMC World 2014 Post Show Report June 2, 2014 Co-sponsored by Intel®

Transcript of Cisco at EMC World 2014 Post Show Report

Page 1: Cisco at EMC World 2014 Post Show Report

Cisco at EMC World 2014Post Show Report

June 2, 2014

Co-sponsored by Intel®

Page 2: Cisco at EMC World 2014 Post Show Report

Cisco Confidential 2© 2013-2014 Cisco and/or its affiliates. All rights reserved.

1. Event Overview

2. Show Producer Overview

3. Cisco’s Engagement (Booth and Meetings)

4. Ancillary Events

5. Social Media/Influencer Marketing

6. Marcom

7. Feedback

8. Addendum

Table of Contents

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Cisco Confidential 3© 2013-2014 Cisco and/or its affiliates. All rights reserved.

Event Overview

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1 Booth -30x40, #202, 7 demos

28 Theater Presentations

1178 Theater Presentation Attendees

2265 Demo and UCS Hat Scans

3,812 = Total scans (raw)

60 Total Meetings

3 Speaking sessions

3+ Customer/Partner Events

Overall Event Results

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EMC World

Cisco Booth 30x40, #202

7 demonstrations areas

3 meeting rooms

28 Theater Presentations

401 Breakout Session Attendees

“Geek Regatta” Customer/Partner Event (440

attendees)

Key Activities

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Demonstrations

Theater area

Very strong partner Integration – EMC, Intel,

partners in theater, booth, social events

Strong integration with corporate brand

Fun, engaging customer events

Key Success Factors

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Show Producer Post-Show Overview

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Show Producer Post-Show Overview

FY14 Actual Projected

Total Number of Attendees

14,500

Total Number of Exhibitor Booths

Total Number of Press Attendees

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Cisco Engagement

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EMC World 2014 Hierarchy - proposed

• Tomorrow Starts HerePrimary Message

• Redefine the Power of IT• Explore the Possibilities

Secondary DC

Specific Message

• UDC (UCS/UF/UM) Storage Networking ACICore

Supporting Themes

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Goals & Metrics2011 Actual 2012 Actual 2013 Actual % Change y/y

( 2012vs2013)

2014 Goal Based on actual

2014 Actual % Change Y/Y ( 2013vs2014)

Total Conference Attendance

6,700 8,560+ Partners and customers

14k EMC World +8% 14,500 TBC

Speaking Session Attendance

4452 Sessions:225,220

538:2 Sessions192,346

TBC:6003 SessionsIncrease by ~10%

TBC 500 401 -33%

Scans Total ( Un-Scrubbed)/ Demo/Hat)

1,637 2,235 2211 -1.1% 2200 2,265 +2.4%

Opt-in Email ( Demo)

89.6% 88.1 % 45.7% -48% 85% 27.14% -40.5%

Opt-in DC News 87.3% 31.9% 46.1% +44% N/A N/A NA

Answered BANT/ Opt- in Sales Questions ( Demo)

6.4% 2.3% -64% 5% 8.58% +273%

In-booth theater presentation attendees ( Scan

1,380 1,032 1380 +33% 1000 1178 -14%

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Goals & Metrics

2011 Actual

2012 Actual

2013 Actual

% Change y/y ( 2012vs2013)

2014 Goal Based on actual

2014 Actual

% Change Y/Y ( 2013vs2014)

Customer Meetings ( Count of Companies)

35 2 meeting Rooms

26MDF Room and Sponsor Meeting Room

91+ +250% 100 60 -34%

Cisco Booth Passport Program

721 545 -25 N/A N/A NA

Erika’s Game-new TBC TBC TBC

Customer Intimacy events Emulex co-sponsored 700+, ENT/Comm 70

487 N/A 500 467 -4%

Demo Pods 6 6 7 +12% 6 Demos, 3 Pedestals, and the rack

7 demo and 1 pedestal

Booth Size 30x30 30x30 30x30 n/a 30x40 30x40 n/a

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Cisco Booth

Cisco Booth 30x40, #202

Demonstrations at the Cisco booth include the

following:

• Cisco UCS EMC VSPEX Microsoft FT 4.0

• Application Ready IaaS with Cisco UCS Director

• Cloud Management

• Cisco UCS Director for Integrated Infrastructure

Management

• The Power of End-to-End Fibre Channel over Ethernet

• End-to-End Multiprotocol Storage Networks

• Unified Data Center Rack

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EMC World Booth

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EMC World Booth

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EMC World Booth

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EMC World Booth

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EMC World Booth

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EMC World Booth

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Cisco Onsite MeetingsMeeting Room

FY11Actual

FY12Actual

FY13Actual

FY14Target

FY14Actual

FY14% Achieved

Goal Achieved

Sponsorship 10

MDS

UCS 15

Partner 3

Total 26 91+ 60+

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Ancillary Activities

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Cisco Ancillary Activities

Geek Regatta• Total attendees: 440

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Cisco Ancillary Activities

SUPERNAP Tour• 27 total attendees

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Data Center and CloudSocial Media from #EMCWorld

Mike Turner

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EMC World 2014:Goals

• Bring as much of the show as possible outside the “4 walls” of the physical event.

• Extend the “effective life” of the event as long as possible through captured show content.

• Gain social “share of voice” and engage with attendees during the show.

• Help drive booth traffic, contest awareness, session attendance and other requests from the event team.

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EMC World 2014:Facebook, Twitter and G+

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EMC World 2014:Slideshare, Blogs and YouTube

• 1 Blog posted with 129 non cisco views* and 83 social shares• Over 30 presentations captured to share on Slideshare (over 13K views

to last years uploaded presentations)• Over 32 videos shot at the show. Currently the 4 uploaded have over

1,200 views and the rest are awaiting post production approvals etc

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Social Media: For Next Time• More blogs Please!! 3 would be great on before during and after.• Faster turn around on show assets videos etc.• Continue using the Show hashtag. Our tweets that used #EMCWorld

got more clicks• Continue providing a single external friendly site with Cisco content

to send people to• Run the contest again with social integrated (not tacked on at the

end)• Better metrics from Linkedin ( in progress)• Implement better community involvement strategy• Continue to capture “day in the life” images/videos from the show

and update photo album daily.• Cisco Champions was very successful at this show, continuing to

grow this community• Launched 60 second Tech

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Cisco Confidential 29© 2013-2014 Cisco and/or its affiliates. All rights reserved.

External Pre-Show Marcom

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Marcom Pre-Show External

Pre-Show Communications External

• External Microsite

• Pre-show External Email

• Pre-show Partner External Communications

• Field Communications with invitation for the field to download the .oft

emails that can be sent directly to your customers and prospects,

encouraging them to join Cisco at EMC World 2014

• Post Show External Communication

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Marcom Pre-Show External

External Microsite

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Marcom Pre-Show External

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On-Site Marketing & Communications

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Marcom On-site Programs and Signage

On-site Communications:

• Cisco Programs:

• Bag Insert Promo- I love UCS Hat

• Breakout Session Evaluations (with raffle)

• Cisco Booth Passport Program (with raffle)

• Responder Card

• Cisco Theater Presentations (with raffle)

• Partner Programs

Passport Program with EMC Signage

• Easels and table tops in various locations to promote activities

• Ppt loop promo of activities –in our booth

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Marcom On-site Programs and Signage

Raffle Signage

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Marcom On-site Programs and Signage

Bag Insert

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Marcom On-site Programs and Signage

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Marcom On-site Programs and Signage

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Internal Marketing & Communications

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Marcom Pre-Show Internal

Pre-Show Communications Internal

• WebEx Social Post

• Executive Field Communications from Chris Hamilton

• Additional Field Communications

Internal Partner Comm.

• Regular field communications and amplification through theater VP’s, leads,

content syndication, EMC internal alias, and DC newsletters

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Marcom Pre-Show Internal

1.Schedule a meeting/demo info/theater schedule

2. Invite your customers to Cisco meetings and special events during EMC World 2014

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Post-Show Plan

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Post Show Plan

• Thank you email to booth responders – June X

• Customized Follow up TBD

• Summary on-site email to executives

• Summary deck

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Feedback

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EMC World Feedback: Partner Conference• Very low-attended. Staffer said that no one came by at

all.• Alliance Team, DC Team should have a discussion if we

will do this again.• Cocktail party/perks were nice, but the actual conference

itself had no value.• Can we bring back the speaking session(s)? We need a

captive audience vs. relying on having partners coming by our table.

• We would like a scheduled partner breakout session.• Where is our “Hello Cisco” campaign – joint social

campaign?

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EMC World Feedback: Booth and Theatre

• Need larger theater area• Should we move theater to the main aisle side? Should we

move the theater to the front?• Booth location was good, right at the front door.• Pedestals take up a lot of room in the booth.• Can we build up, second floor for meeting room, white-

boarding, etc.• How can we make the video capture a draw to the booth?• UCS User Groups – need to make this for all Tier 1’s? Similar

to Cisco Champions…• Email opt-in dropped, this ensures we need to track people

in different ways – SM, in-person, etc.

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EMC World Feedback: Demonstrations

• Demos were busy and well attended. • VCE was trying to insert a staffer and take our attendees to

their booth.

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Cisco Confidential 48© 2013-2014 Cisco and/or its affiliates. All rights reserved.

EMC World Feedback: Meetings• Need to talk to Kellita….

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EMC World Feedback: Speaking Opps

• Need to ensure our topics/titles are not too marketing speak

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EMC World Feedback: Ancillary Events

Geek Regatta• Venue was great• Boating racing needed fine-tuning• Funding model with Partners needs to be worked out better• Competing partner parties

SUPERNAPS• We ran out of spots – great attendance!• Nice mix of community members and customers, new mix

of attendees for Wed tour.

Partner Cocktail Event• Good mix of partners, EMC and Cisco

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EMC World Feedback: Social Media

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EMC World Feedback: Marcom/MPO’s/Raffles

• Manageable, but need better promotion of UCS photo/SM game

• Need to have our own field communication feedback session – Kathy Lomeli leading

• Ensure we only have approved raffle items

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Addendum

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Responder Breakdown

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Responder Breakdown

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Responder Breakdown

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EMC Theatre Presos - Monday

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EMC Theater Presos - Tuesday

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EMC Theater Presos -Wednesday

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Thank you.

Co-sponsored by Intel®