The digital marketing team in San José, CA wanted to create an educational space for their marketing teams around the world - A place where their marketing teams can read articles, get updated with the most recent in digital marketing, and share their knowledge on subjects like Data driven marketing, or customer centric design.
And created a place for sharing knowledge
We opted for not only teaching and testing, but also to let our users pitch in: An entire system of posting links, opinions, articles, videos and presentations, so we no longer only "drop" knowledge on our co-workers but also ask them what is interesting for them, and what they feel is relevant to them in their work.
Went for gratification
We have designed and produced mini-tests to help assess the understanding of the material throughout our ecosystem. We made them easy enough to be easily passed but just hard enough to require some knowledge. This attitude allows our system to develop, as more content and more tests keep updating the system, and keeps our audience interested.
Well, now that we had tests, we wanted to measure our results and see how we can improve our site, and also the content, to be actually valueble to our target audiences. We have created a mix of Google analytics and our own, custom made metrics to better understand our system, and give valuable information about the system to the global marketing team. This way we could assess our own performance, and the efficiency of our work.
Iteration is a celebration
The initial project was simple enough to produce quickly and then we have created new sections, new content, data filters and new measurements: The project is live and is being constantly tested, improved and questioned, so Cisco's marketing teams can benfit the most.
When thinking about "Cisco" as an industry leader, the word "fun" may not be the first that comes to mind. Our experience with their teams was actually a lot of fun, and we have had great partners in designing little animations, cheeky remarks and a language that you wouldn't nomrally see in their public-facing communication. It was all in the details.