Seth, on three conversations he’s had this week with organizations that have been successful with viral marketing, and now want to turn it up a notch:
“…all three are very close to spending big bucks on ads and salesforces to force the growth to happen faster.
As soon as they start using the tactics of the other guys, playing the game they play, they become them. As soon as they decide that they can buy (not earn) attention, it all changes.”
Well said, and agreed (mostly).
Expanding on that thought…I think the exception would be a case where the additional investment of time/resources would be invested in trying to connect better with customers or additional key members of the community, continuing and accelerating the things that had made the organization successful in the first place.
Christopher Carfi, CEO and co-founder of Cerado, looks at sales, marketing, and the business experience from the customers point of view. He currently is focused on understanding how emerging social technologies such as blogs, wikis, and social networking are enabling the creation of new types of customer-driven communities. He is the author of the Social Customer Manifesto weblog, and has been occasionally told that he drives and snowboards just a little too quickly.