Brian Ellefritz of Cisco Systems on balancing viral marketing campaigns at SES San Jose 2009
Brian Ellefritz of Cisco’s social media marketing division talks with John Mulligan of SEO-PR about how Cisco has adapted to the social and viral media marketing world, integrating its traditional approaches and existing assets with new strategies and outreach programs in order to find its place the world of user generated content. Adam Singer, columnist for TopRank’s Online Marketing Blog, provides a seasoned perspective on the viral marketing panel’s analyses and offers his own insights into what goes into making a successful viral marketing campaign online. Singer: There were some great tips about igniting things on YouTube … you invest so much in creating this original, great, interesting content, and then if you can do things like maybe throw some ad dollars behind it, especially in the b2c space where you can get that critical mass of eyeballs and get it maybe to a different demographic than just those digg power-users. Ellefritz: What we’ve done over the last year and a half is really start rethinking about how we go to market in social media and augment our traditional go to market strategies and channels (email, banners, search) with this new opportunity social media presents, and what are the new skill sets and operational models that we need to add value and be of enough interest in social media in order to get traction in that channel. What’s the message that’s already in the community? What’s the vernacular they’re talking in? In that space, what’s really …
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