David Meerman Scott author of Worldwide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories
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David Meerman Scott is a marketing strategist, keynote speaker, seminar leader, and the author of the hit new book World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories.
His previous book, “The New Rules of Marketing & PR” is an award-winning BusinessWeek bestseller and is being published in 24 languages.
He is a recovering VP of marketing for two publicly traded technology companies and was also Asia marketing director for Knight-Ridder, at the time one of the world’s largest newspaper and electronic information companies.
His latest book, “World Wide Rave” is about when people are talking about you and with the web, you can create things that others want to share. It is so interesting, because prior to the internet it was more difficult to get people to share. David actually calls this word of mouse, versus mouth.
He used 5 separate methods to spread the word. You may not know which ONE thing will provide the exposure, which is why it is important to utilize an array of efforts.
When you create more than one thing to get others to share information about your product or service, you increase your exposure. You don’t really know exactly what is going to be the trigger that will get people talking about you.
Dave used vehicles such as videos on YouTube, blog posts, e-books, Facebook and Twitter social networking sites.
Some of his methods didn’t become hugely popular. But there were other methods that surprised him in the success of them. There are some things you can put out there and can receive very quick results. Although the measure of the uptake may be quick, the measurement of the business results may take a little longer.
Dave states we try so hard to quantify ahead of time how we are going to calculate our ROI or Return on Investment instead of taking that leap of faith.
We don’t want to become too “risk-adverse.”
A few ways to increase success rate is to create a common license on it. Have a stamp of approval that it is okay to share, where they do not have to ask permission to email your information, blog about it, or share the link. Be comfortable about losing control with your message.
37:24
Dave mentioned at least six things to keep in mind that can contribute to your success in PR:
1) Nobody cares about your product, except for you.
If you write an idea that helps the reader and it is within your book or blog, then people care.
2) No coercion required.
3) Lose control.
Lose control of your messages in order to share your ideas on their terms.
Give things away for free, no registration, no email. Make it easy for people to share your ideas and stories.
4) Put down roots.
Play in the environment that the people you are trying to reach are playing.
5) Create triggers and encourage people to share.
6) Point the world to your virtual doorstep.
Create things of value to direct them to a place where they can learn more about you or do more business with you.
By applying these ideas to your marketing strategy, you become better at thinking about what are the sorts of things you can be doing to increase success. You don’t know when and what is going to take off, but at least one method will--as long as you continue to create something so interesting that people will want to talk about it. They will be happy to spread your ideas.
51:51
Social media is like a cocktail party. If you think of all the ways you can interact in a cocktail party, you will engage and utilize all the social media tools and resources available to you for a successful marketing campaign.
Don’t try to buy your way in.
Publish really interesting information, no matter what your business. You want to encourage people to share your information through the value of your written word or materials that you provide.
On the web, you are what you publish and the search engines will find and reward that content. Whether it is a video, a blog, an article; all that qualifies as good content and you can soon own the search engine results. Everyone in the world goes to Google or other search engines for all types of information and if you are supplying great materials, you will have a high Google ranking. You are getting yourself well positioned in the search engines by creating something valuable.
3 tips or tools or resources to create a world wide rave
1. You just have to do it.
Don’t just think about it. Don’t be afraid to fail.
2. Always focus on creating things for your buyers, not for you, your ego, the CEO’s.
Create something incredibly valuable for your buyers.
3. Think about several types of media
Don’t just assume you have to do everything. But, choose a variety and do them well.
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