More than 350 marketers met to share strategies for online marketing and attend hands-on workshops on such topics as search, e-mail, Web site development and building social networks.
During an opening keynote panel, marketers and social media experts discussed business applications for social networks.
Paul Martson, manager of corporate marketing at Cisco Systems, said Cisco has been using social networking for several years with its online communities of technology professionals, and one of the most effective applications has been allowing users to post comments about products, services and technology issues on the site.
“That is really engaging the user, and having the ability to start a dialogue without requiring them to log in or register,” Martson said. “It is a really good tactic to consider.”
Eric Peterson, CEO-principal consultant at WebAnalyticsDemystified, talked about some of the newest metrics and methodologies for measuring ROI on Web 2.0 applications. “You have to get good at measuring this,” he said.