Cisco Interaction Network: Past, Present, Future
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See how to transform a brilliant online TV program to nurture prospects and customers into leads.
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Cisco Interaction Network: Past, Present, Future
- 1. Cisco Interaction Network FY09 Online Progress & Potential Melissa Kennedy See, it ’s simple
- 8. Transformation of the Funnel Traditional Marketing Funnel New Marketing Funnel Source: Forrester Research
Editor's Notes
- (81% of adults research online) (36% of TDMs rely on WOM, #1 influencer among BDMs) Engage new customers through new channels
- Continue Link Integration and keyword optimization Incorporate more interactive elements: comments, ratings
- Balance between corporate polish and authenticity Create a consistent online persona Not a means to an instant result—long term…. Scarcity and Controversy are the biggest drivers of influence/viral expansion Closed-loop activity is missing
- Traditional: Get random large amounts of people in the funnel and then weed out the uninterested Traditional marketing has always been about interrupting—not engaging More customer/prospect focused Want to be more collaborative Email = spam, web banners is a shot in the dark—perceived as annoying TM is shot at a dart board with a blindfold, interruption It is time to start convos, continue convos, match experts with interested parties Leverage contributors, reviews, referrals as part of our marketing mix (more powerful), harnessing influence Limited budget—need Cisco ambassadors to spread the word
- Extend asset investment Extend asset investment Harvest relevant content from marketplace Scale scarce subject matter expert resources Leverage influencers for credibility Engage new customers through new channels Empower prospects & customers to be Cisco ambassadors Integrate new media tactics with traditional, systematically