GSX physical event to virtual event

© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 1



Big Legacy Success Comfort Booked


Virtual Events: Why Now? A Perfect Storm?



Our Story

© 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential Presentation_ID 7 http://en.wikipedia.org/wiki/File:Towelday-Innsbruck.jpg


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”


Cisco FY10 Global Sales Meeting Getting it Done! December 22, 2008 v3


TABLE OF CONTENTS

!   A Roadmap for Achieving the Vision

!   Management Framework

!   Component Review

!   Overall Approach

!   GPJ Team Structure

!   Next Steps


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


Active Passive

Absorption

Immersion


Escapist Esthetic



Active Passive

Absorption

Immersion


Escapist Esthetic


© 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


Mark your audience

Assess your

objectives & goals

Strategy

Technology Mapping

M A S E T R

Execution

Review & Revisit



Mark your audience

Assess your

objectives & goals

Strategy

Technology Mapping

M A S E T R

Execution

Review & Revisit



Mark your audience

Assess your

objectives & goals

Strategy

Technology Mapping

M A S E T R

Execution

Review & Revisit



Mark your audience

Assess your

objectives & goals

Strategy

Technology Mapping

M A S E T R

Execution

Review & Revisit



Mark your audience

Assess your

objectives & goals

Strategy

Technology Mapping

M A S E T R

Execution

Review & Revisit



Mark your audience

Assess your

objectives & goals

Strategy

Technology Mapping

M A S E T R

Execution

Review & Revisit



Mark your audience

Assess your

objectives & goals

Strategy

Technology Mapping

M A S E T R

Execution

Review & Revisit


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

Documents

GSX physical event to virtual event