Future State Cisco Live
NEST IT: Branded Events/Co-Located
ROTATE IT: Rotate Every 2 Years
FLIP IT - Digital Learning Network (add on to any concept)
BUILD IT: San Jose Take Over
EVOLVE IT: Cisco Live Already Rocks
SELL IT: EBC on Steroids
Looks like: Olympics
Looks like: SAP Sapphire
Looks like: Collision
Looks Like: SxSW, MakerFaire
Looks like: VMworld, Dreamforce, OracleOpenWorld
Looks like: SFDC Trailhead, Lynda.com
Inspired by: Secondary Education Models
Concept: Attendees take technical education online prior as homework through video based learning platform, show up in person to largest experiential facilitated meet up in the IT industry. Meet speakers, complete hands on activities to "test" and apply what they learned online, engage with peers, workshop ideas, troubleshoot, meet with Cisco.
Inspired By: College campuses,
Concept: Intentionally build out distinct event brands that target specific audience segments within the CiscoLive overall event brand. Audience selects which events to attend across the week (all or some). Technical education is shared across the events as virtual tracks while each event brand builds out their own distinct audience experience.
Inspired By: Retail Experiences, Apple, Restoration Hardware, Nespresso
Inspired By: The Olympics
Experience: Themed, unique, allow attendees to "represent" their industry, village, geo or company. Adopt the spirit of competition, reward accomplishments/setting records. Attendees are celebrated and rewarded for participating
Experience: Each solution is anchored in a property or venue. Partners have the option to either engage in the core /hub World of Solutions or at one of the Program Spokes.
Experience: Customers can pass through the various "floors" of the Cisco "world" and explore, touch, see experiential vignettes of Cisco solutions at work. Products can be purchased on the spot.
Experience: Pop Up Structures, use tents, art installation that is left behind. Or left behind for another purpose. Build a facility that becomes a homeless shelter
Experience: Adopt industry and event trends to elevate and refresh experience. Leverage technology innovations to drive experience design and attendee engagement
Inspired By: Cisco, Our Tech Peers
Experience/Environment: Greater build out of online properties to include entertainment and interactivity in the online learning experience. Building the online community to include sharing learnings, competitions, recommended sessions, speaker/expert accolades, points/games and rewards.
Audience: Bring all CL audiences (including global) to one event
Audience: IT influencers, architects, IT managers, line of business buyers. Could target consumers as prospects.
Audience: All of Cisco's core and future technical through management audiences. Targeted LOB, security, and other titles could be invited to experience the event
Audience: Anyone could access. Targeted content based marketing to known customers/partners/influencers based on areas of interest, cross sell upsell opps, more directly connected to sales to drive content to the right people.
Content: Primarily online learning. All lower level classes available online only. Could
Content: Similar to Cisco Live today, foundation would be on the technical content. Built on top of each technical track would be an experiential component, a curated program focused on one specific solution such as Collaboration, Security, Data Center.
Content: Experiential and small group, facilitated content --
workshops, whiteboard sessions, intreactive museum style exhibits. Content organized around key customer lifecycle journeys. Architecture based, upgrade paths, or business outcomes solved. Can be organized by industry.
Content: Create "Teams" or "Villages" for learning from experts and each other
Audience:
Content:
Inspired By: Festival movement
Content: Innovate pre, during and post content targeted to areas of interest and specialty. Highlight speakers and experts. Continue to provide opportunities for amplification of key messaging from topic teams and content specific programs driven by product/solution/services focus
Audience: Manage growth proactively targeting top priority audiences. Consider capping attendance if there are venue constraints - don't miss out!
Concept: Turn Cisco Live into an event to move prospects/customers through the pipeline. Build out distinct EBC centers focused on specific Cisco solutions.
Concept: Move Cisco Live to an every two-year schedule. Build up the excitement and anticipation the the evangelism of the "best week of my life" sentiment and make it a must not miss event. Create an industry movement -- the biggest networking, security, IT conference in the world.
Benefits
Time
Resources (Budget/Ppl)
Increase time for planning/budgeting for both Cisco and for targeted attendees/companies/partners.
-Allows longer runway for event design/creativity and build out of the experience
-Could more closely align with product/solution launches and sales cycles that are more than 9-12 months
-Allows more time for customer/partner companies to plan/budget to send a larger contingency or have a more significant presence
Leverage event budget to support more investment in event design and/or localized regional programs in the off-year
Perception Shifts:
-Attendance: Changing the narrative of rotating attendance at the account level to "plan to bring your whole team"
-Sponsorship: Move from choose from our menu for your installation to build a spectacular presence with lasting impact
-Cisco Resources: Leadership/BUs/Experts/Speakers: Lead the industry with the largest gathering on-cycle, get out in the field/regions in the off cycle
CONCEPT: Take over San Jose. Reinvigorate the birthplace of Cisco as a company, San Jose by taking over the city for a week-long experience like no other in the industry. SxSW meets Dreamforce meets MakerFare. Create a public-private partnership with the City of San Jose, Santa Clara and other entities. Host events at existing venues, take customers on expeditionary learning tours up into the heart of the Silicon Valley (Tesla, Stanford D School, Singularity Univ). Partners / sponsors can host activities in their HQ buildings as well.
Mix Online and In person content.
More GLOBAL than localized
-Opportunity to consider more venues/locations, attract attendees from broader geo reach
Concept: Maintain the momentum and innovate within the event with technology, experience design, surprise and delight, theming etc.
UP-LEVEL IT
Event 1 Expo
Event 2 Education
Experiential
Industry Experience
Keynote
Audience: All humans, industry event
CONCEPT: Divide up the key components of Cisco Live. Expo would be a 100% experiential event. Anyone could attend to learn how Cisco is changing the world.
Regional
Local Connect satellite
Online
Objective: Attend education year round
Public Partnership
Universities for housing
SCVTA Takeover
SMART Vehicles IoT In Action
Flip Sessions on Buses
Inspiration
New audiences
Industry event
New personas / "Jennifers"