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Big digital platform............................
- 1. Meeting Attendees: Chair: Teresa Richards Drew Nicolson Clare Ryan – building a brilliant future umbrella Craig Russell (BIG) – slides still current - program lead for craig – innovation Tom Kneen - business development lead – Olympic park (works on) AmrElrawi Latif Horst - NVI Abilgail Watts - ill The BIG initiative Topics: BIG innovation Centres, BIG awards, National virtual incubator Agenda: capture enough to take away a brief – get it documented – budget in q1 signed off – all official – Budget 110 k dollars – DNX to understand how far the money can go Clare - Define objectives – what will it buy us? What ciscos objectives around big? Have objectives evolved? Is the starting point still in conjunction with slides – prirites? Craig – keep it simple – slides still relevant Will more partners come into BIG? Big is just cISCO – WILL BE PARTNERSHIPS – CECO SYSTEM OF partners BIG – 100 PERCENT Cisco Craig – WHEN WILL IS BECOME ADVANTAGIOUS TO leverage the BIG brand Clare - Objectives Clare – brand side, awareness of cisco – added in adition , what do we want our audiences to do? Be interested and take action accordingly – partners, participate and engage across all BIG aspects Craig – if customer sees values they will use it as personal promotion Clare – online presence focuses on where we have the programs – not big 3 is ‘other’ informations. Red 3 more tangible – so main focus. (Others aren’t programs, just positioning Tom Kneen – Budget has lead focus on main 3 Craig – don’t want complicated story – Tom – PARTNERS ARE different stakeholders (further partner meeting/combo needed.
- 2. Communication Objectives What does BIG means to you? Why are you excited about working on BIG? Teresa – what can we go away and work on? Focus – to understand why you are excited. Personal opinions: Craig – building foundations of whats already emerging , enable, boost, lift things to the next level, however it’s under the radar, “here to genuinely help, and forfill ambition ” Helps makes us more relevant in the UK in certain audiences who may have not been aware. Opportunity to be part of an important public agenda, achieve growth through innovation. HSowcase all Cisco tech, company it’self and it’s people, nettoworks. Tech community are exicted about BIG, need reinspiring, see it going on and it makes them more involved – making a difference. All parts of business buy into BIG concept, lots of enquires, collaborative internal efoort Goals: help boost moral in Cisco UK – build pride in delivering results. 5 years: number of successful business in the uk owe success to BIG – resources support, capabilities that were critical for success Cisco: we are now being seem how we want to be seem – partner to cgovernement – it’s obvious as gov keeps seeking our support. Commited as a company – helping business community. Has grown in the way the gov hoped in would – Shoreditch innvovation hub within cluster – best place to get innovation in the world – get wired into networks of innovation – ciritcalresrouces – however, it’s a fun place, NOT CISCO corporate. Didn’t disengage – earn respect. Number of strategic partnerships have delivered value to the Cisco core business. Have enable us to go into new market places. (NVI)Latif – everyone has engaged – unique. Aim to be part of the innovation fabric of the country. Physically having an innociton centre – a new ecosystem has been created. Cisco – innovative and entrepreurial company. NVI – prgoms, physical – build pipeline for acquisitions, engage companies that are relavant to Cisco – aim: CISCO in every hub, virtualise the resource (create engagement) – demonstate our technology, government, research sector (unis). increases global relevance, BIG is a good model to reach globally. “it is totally different to anything else in the market (BIG, NVI) that prvodes a value layer to ‘why you should be connected’. Lack of follow on, cisco are looking to fill. 5 tears time: well establish network of hub, active content layer –people who join program bring unique content to the platform – huge amount of activity in the future. UK first port of call – same model would be used for global launch. ‘Cisco listened to the community” “we have to listen really carefully –“this is our access to people” “You will find a thriving community”
- 3. Tom – natural extension of Olympics, it’s really happening, relavant – without BIG wouldn’t be a part of start-ups in tech. linking tech to BIG, build great opportunity to talk about what Cisco are about. Varied – real life start-ups, realistic goals and businesses. if Cisco didn’t have it, it’s anice interim, link up parts of the organisation, creates a web of public and private business. Variety of people and organisations. Break stereotypes. Marriage between public and private – internally: bringing all aspects together, exciting. Not aged restricted. Entrepreneurs (key point) ,ravensbourne study, example of platform. Cisco role is a collaborative effort, Cisco want to be different, not so corporate, but professional. 5 years: BIG Awards regional cluster, integrates across that – run it every year FOR 5 years – position it as slightly different – where has Cisco helped? INNOVATION – engaging, MAKING A DIFFERENCE (TERESA) broad – CORE DIFFEREENTIATOR – whole of the UK – legacy, creating a sustainable legacy, creating a program to access Cisco – vessel to National IMPORTANT :High tech enabled companies, the network is important, collaborate over a great Cisco network – program will accelerate innovation TONE OF VOICE: enlightened self-interest, uk economy is important to our success. seen as an open collaboration (not hiding). Important to earn respect – find the balance – being edgy and not arrogant. Not for everybody, not a give away (latif) AMR – what makes Cisco successful? Why/how do you think it will make a difference? What does success look like? - Awards - - Innovation centre - NVI Defining the Audience Key for platform –website (what online presence is needed?) BIG innovation centre Primary audience – start ups Secondary audience – broader entrep. What is gives them access to –people that want to engage in start-ups, research partnerships, and general public awareness: what is Cisco doing? VC (what is it?)
- 4. BIG Awards Primary - start ups Secondary objective – broader entrepreneurs National virtual incubator Primary Audience – businesses are untimatebenefit. Innovators – the people who are being involved, vc community ecosystem that supports: gov, science barks – whole ecosystem we are bring together across the whole network. SMES Secondary audience – ECOSYSTEMS NVI – becomes a market place for innovation/tech services – concept for ‘brand’ NVI. Latif – business to be excited Craig – NVI the most extensive requirement for online capabilities (like a club), more advance online needs. tOM Defining the Objectives General BIG: Content needs to have value. In position to start harvesting info to BIG online presence. TIMESCALE: need basics within a couple of weeks. Create a taster (if we aren’t in touch with you there’s a reason). Slow feed of information will keep bringing people back. BIG innovation centre Simple set of requirements, don’t need online presence to come knocking at the door. Requirement – this is where you find it, this is what it’s doing, contact us, why you should have a look, events, names associated with it (formalised sense), now this is how you reach out. Primary objective Secondary objective BIG Awards Get involved, come forward as competitors or audience. Something topical for everyone, vote on apps (transport etc) refresh it every month or two. So audience will be interactive. (BIGAWARDS.COM?) Enter or get involved as participant – encouraging other people to get involved.
- 5. 5 YEAR PROGRAM: what would you like to see next year? Crowd shaper. Create connection to ‘building a brilliant future’. SME START UP shoes: I just want to speak to somebody? – Yes, needs dial tone, needs managing though.Not available at this stage – but do need head count behind it. Primary objective – start-ups Secondary objective – broader entrepreneurs National virtual incubator Objective to give BIG an appeal – to engae in dialogue, the crowd sources, becoming a player. Needs to have (NVI) interactive functional platform e.g. search, interest exciting, engage –portal they find from google (example). What is does, how do I connect? Provide innovation, but create excitement. A tease. In due course will be resources available – entrep, online events etc. OVERVIEW OF PROJECT *Have to be able to tell a story that is bigger than any individual node. The bigger picture. Primary objective Secondary objective Overview Abgail – need PR element – need generic overview – press releases etc. regular interaction to feed regular information. Need to build something that can grow develop and change Teaser(T notes) – give people a reason to connect - pr element - 1. Learn - 2. Participate - 3. Connect, later on - online community - streaming - forums, video look/feel: collaborative Drew: what are the priorities for the content Latif: LATER ON collate everything on the platform, engage initially through one of the nodes. Everyone feels happy withcurent info going public – to gain visibility.
- 6. Launch of first BIG awards – around Cisco Live 2012. Website – top line, why it is relevant, dates, basic overview Organic growing platform Important – how do we want this to be in 4/5 years time. All platforms will have to be interactive, where do you draw the line – AMR – user experience, enabling different experiences – bringing all capabilities under all umbrella. Get an off the self solution – link all areas under one platform. T: our digital department for ideas to collaborate 3 areas FRONT OF PAGES: collaborative – community feel (twitter facebooketc). Could have a feed into Cisco house, relevance to BIG ON front page T: don’t want to - saying Cisco is doing It should be: this is what we are doing – fancy it? Tom: Ravensbourne, start-ups, could come forward to create some content. Amr: how aree going to create a user experience? Latif: do we want commenting, open public forum? Would you sign in? T: do you not want to have a main collaborative area? Latif: shouldn’t we be more focused? Tom: If they have a overview they will know how to contribute. Lat:Are people only going to be engaged in one of the programs? We want people to be able to share a thought. T: twitter confines engagement in a community. LinkedIn or Facebook should be target to build a community. T: Facebook would be perfect. Site: SNAPSHOT of all platforms. One place to say “what do you think about the catagories for the next BIG awards” NVI: “what the next big thing” T: not new platform – a collaborative effort to join 3 areas of BIG. Spiget platform – This (SITE) is just a gateway through to SPIGET T: we know have access to other channels – not creat community, but give people chance to comment. Answer questions
- 7. Drew: Careful it’s not too passive, people won’t go if lack of engagement. OVERVIEW: There is a buzz – tech city (look up) – people are investing in SME’s – mixture of established companies and bigger companies expanding. Tech business is on the rise (however, not just tech). T: 2010 Latif: crowd sourcing? Interaction begins to happen when there is a reason e.g. competitions. If you want to know what these people want – serious about wanting to hear your ideas. People would want to listen. Best advice given to us – gets a reward. Enough people in Cisco to add value to an SME business plan (aim: to gather interest in BIG) - T: Key point: content has to come from somewhere – resources, response times, feedback: a lot of resources are need to implement content – GATE KEEPERS NEED TO MANAGE THEIR CONTENT. NVI – get ravensbournen as a hub of the NVI - they are putting a good team together and have tech knowledge – appoint them to start blogging etc on ‘our’ behalf. Latif can be gatekeeper. AMR: We need direction – where are the gaps, we are not going otbe able to identify these gaps ourselves. Gatekeepers need to be instrumental in YES/NO. NVI (LATIF) – potential of appointing a marketing manager, feeding information through all channels. Summary (What is the digital objective) The digital objective is: Generate interest and understanding, tease, engament, represent the brand and the essence of what we are investming all the time and effort. Go beyond awareness, needs to create engagement, education and excitement. Monitor social media content.
- 8. Create BIG buzz – interaction is needed “bit of a blog, relevant stories, events, whats happening? Local views e.g. birm, London. Large interest – enough to create buzz to get people to return Need live interaction – twitter T: levels of interaction – private messages, public posts, comments on posts. In time: get experts to do monthly forums etc. BIOs of key members for contact - BIG AWARDS Start-ups B/C Shoreditch focus. When do YOU want something – 10thNovember PM making NVI open for business. “what be great to have some basic content by 10th” no possible – but can be on Facebook. Put a BIG page into building a brilliant future page on C2012 site. First milestone – most basic information Craig – happy for info to sit the Cisco.com site. Cisco.co.uk/BIG Amr – overview – we need to define a brief – introductions Laif Russel – program lead for craig – innovation Tom k – business development lead – Olympic park (works on) Drew – objective assesement Teresa –