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N2Y3Con: Michael Metz, Cisco
Laura Whitehead here, liveblogging from the N2Y3 conference. Michael Metz is Senior Director of Web Marketing and Strategy at Cisco Systems.
Michael shared with the N2Y3 participants how Cisco is using Web 2.0 with it's marketing to enable engagement with users, customers and partners.
Michael shared on how the world of marketing is changing rapidly due to the use of the web. Michael presented slides with data gathered on how customers perceive marketing methods being used. On the Cisco.com website, their click-to-chat is the most effective lead conversation tool.
"The world has changed, marketing must too.
Don't bother people, just let them know you are there.
When they're ready to talk, be ready to engage."
He shared about the tools used to engage and connect that encourage participation which Cisco have adopted, including: Embedded video, 360 Product Views, Behavioral Targeting, Forums, Cisco Mobile, Connect to Cisco (chat) and Product Reviews.
Ongoing innovations include: partner spaces, people who looked, social networking (bookmarking and sharing), ideas center, partner widget (allows users to have a partner locator ability) and mobile sites.
Key Points to enable effective marketing & Web2.0 engagement:
- Architect for participation, engagement and interaction,
- Anytime, any platform the customer chooses
- Personalization, conversation, collaboration
- Data +interactions = engagement.
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Tidal Software
Cisco is one of the first to sell commercial routers supporting multiple network protocol when the internet protocol or IP became widely known. They even have to purchase Tidal Software to add to their offered services. Tidal Software received over $100 million way more than short term loans to come under the Cisco Systems umbrella. Recently they also acquired Pure Digital, the company that makes the Flip video recorder. This ties Cisco to something that some people actually care about. Well, to be fair, they also own Linksys, a company that makes very affordable and reliable wireless routers. This may mean fewer online cash advances for Tidal Software, as they are part of a huge tech empire.
UK contingent
Hi Laura
great to see the UK contingent going strong....