customer storytelling & integrated marketing · confidential │©2019 vmware, inc. customer...
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Confidential │ ©2019 VMware, Inc.
Customer storytelling & integrated marketingVMworld, a customer content rich event
Stefania Cugini
Director, Customer Programs EMEA, VMware
AMA, February 11th 2020
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Confidential │ ©2019 VMware, Inc.
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3Confidential │ ©2019 VMware, Inc.
We Are VMware
We believe that software has the power to unlock new possibilities for people and our planet. Our software forms a digital foundation that powers the apps, services, and experiences transforming the world.
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Confidential │ ©2019 VMware, Inc. 4
The Foundation
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Confidential │ ©2019 VMware, Inc. 5
PUT CUSTOMERS AT THE CENTEROF WHAT WE DO, WHY WE DO IT, HOW WE DO IT
Customer Centric Marketing
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Confidential │ ©2019 VMware, Inc. 6
VMware Customer Programs
We tell customer stories as proof points of the VMware brand, and amplify them to key audiences through targeted channels – ensuring an optimized customer experience.
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Confidential │ ©2019 VMware, Inc.
Program Framework
Great Brands & Stories Amplification Storytelling
Integrated Marketing Approach
Optimized Customer Journey and Experience
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Confidential │ ©2019 VMware, Inc. 8
Create content and assets that can be consumed by different Audiences
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Confidential │ ©2019 VMware, Inc. 9
Tell our story including different people’s Perspectives
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Confidential │ ©2019 VMware, Inc. 10
Tell our story from different Angles
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Confidential │ ©2019 VMware, Inc. 11
Content feeding and creation, building a customer journey -Integration
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Confidential │ ©2019 VMware, Inc. 12
Recruit and nurture VMware Advocates
12
Leverage Customer content in all Marketing activities and Sales cycle
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Confidential │ ©2019 VMware, Inc.
Engagement - Integration - Amplification
Customer
Events
Executive Marketing
VMware Briefing Centers
External Comms
Social & Digital
Internal Comms
Solution and Industry Marketing
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Amplification that is targeted, measurable, and relevant for VMware and customers
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Customer Advocacy through long term engagements, Storytellers Program, and Champions Community
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VMworld 2019 Europe
14,000 Attendees120 Exhibitors
VMworld 2019 Europe4-7 November 2019
Barcelona, Spain
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Confidential │ ©2019 VMware, Inc. 17
Storytellers Program
Customer sessions and recording
PR media activities and announcements
AR activities
Social and digital
Video production
VP daily email to EMEA
Creation and Amplification of Customer Content
Pre-event On site
Invitations, registration, pre-event comms
Digital
Employee social handbook
Personalized comms and agenda for Storytellers
Internal Comms
PR activities and coverage
Additional AR engagements
Digital
Paid promotion
Assets production
Internal Comms
After event
Customer Journey and Engagement
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Storytellers Program
Exclusive meet-up with Pat & Jean-Pierre
Access to the Storytellers’ Lounge
Priority seats for General Sessions
Thank you Gift
Personalized agenda and communications
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Champions Program
Gamification Awards
Champions Lounge Meet with Pat and JP
Daily Giveaways
▪ Nurture
▪ Dev. Relationships
▪ Recruit
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Meet-up with VMware Executives
CEO and EMEA VP meet at the
Storytellers’ Lounge with Customer
Storytellers, VMUG Leaders and Top
Champions
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Confidential │ ©2019 VMware, Inc. 22
On-site Customer Activities
Mainstage Gen Session
Panels at CIO Forum
Industry Panels
PR & AR
Showcase Keynotes
Force for Good D&I Sessions Breakout Sessions
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23Confidential │ ©2019 VMware, Inc.
“I think being a part of the customer reference program, being able to sell our success with VMware and bring more people in, and hopefully learn from us, avoid some of the pitfalls we may have seen along the way, and transform their infrastructure as well.”
Ben Tanner, Director
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24Confidential │ ©2019 VMware, Inc.
“ For me it's certifying the partnership that we
have. I am thankful to VMWare for the business
innovation we have introduced in my company
and for what we are going to do in the next
years. I can say also to other clients that
innovation with VMware is really strategic.”
Simone Rischia,CIO
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25Confidential │ ©2019 VMware, Inc.
“The VMworld filming experience was absolutely awesome. The assets that were produced – the case study, slides, memes and video are all spot on. What an experience”
Head of Operations
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Confidential │ ©2019 VMware, Inc.
Thank You