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 been useful to us is listening tools. There’s a whole new generation of social media monitoring solutions out there that will monitor blogs and forums and twitter and tools of that nature, and bring back the content to you; and if you study that, that’s where you really find the nuggets: what are the terms, the phrases, the passions, the even moment-to-moment transitional topics that that community is interested in? Because if you optimize against that, then you find the audience is already listening for and leaning forward toward that content, and you get traction.
Duration : 0:5:30
Lee Odden of TopRank Online Marketing
Lee Odden talks to Brett Tabke about how to optimize a blog for search engines, social media, and reveals insightful information about keeping up with changes in the search marketing space.