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"