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Viral Marketing and World Wide Raves (GF301)

Professor: David Meerman Scott, author of New Rules of Marketing & PR and

World Wide Rave

Viral Marketing and a World Wide Rave

David Meerman Scott

@dmscott

Twitter Hashtag = #IMU My Twitter ID = @dmscott

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Imagecredit:engincamp.blogspot.com/

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fear

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You must unlearn "what you have learned.

Yoda Star Wars: Episode V - The Empire Strikes Back

✓ Buyer Personas

✓ Earn Attention

✓ Play Nice

✓ Encourage Sharing

✓ Manage Fear

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✓ Buyer Personas

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Hotel buyer personas

Event planner

Businessperson

Corporate travel manager

Couple organizing a wedding

Family choosing a vacation spot

7:00AM. Hello? Drake? Anyone home?

Build detailed buyer persona profiles

HubSpot’s “Internet Ian” –  Internet/Web Marketing

Manager –  Original website was $20k, but

he’s enhanced it a lot himself –  Lives his business and personal

life online •  Twitter, Facebook, LinkedIn,

Digg –  26 years old, bachelors degree

from Carnegie Mellon, met last girlfriend on Facebook using SuperPoke application

–  Likes beta software, edits HTML directly

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What do you want buyers to believe?

Example:

“Gatorade improves your athletic performance.”

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✓ Earn Attention

Old rule: "BUY your way in with advertising

Old rule: "BEG your way in with PR

=

?

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Old rule: "BUG your in way by selling

Image credits cardealers.ltd.uk / gizmag.com / publicradio.org

New rule: EARN Attention by Publishing your way in

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On the web, you ARE what you

publish…

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✓ Play Nice

It’s all about people

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“The marketing folks at 3M clearly don't get the whole social media thing... Not cool 3M, not cool.”

- AutoBlog

✓ Encourage Sharing

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Word-of-mouse

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What does this company do?

[Company X (Nasdaq: XXXX)] provides business integration software to integrate, assemble and optimize available IT assets to drive business process productivity. [Company X] delivers an innovative, enterprise-class business integration platform that incorporates proven integration technology with next generation capabilities into one interoperable set of tools that delivers a unique combination of efficiency, agility and control.

What does this company do?

[Company X (Nasdaq: XXXX)] provides business integration software to integrate, assemble and optimize available IT assets to drive business process productivity. [Company X] delivers an innovative, enterprise-class business integration platform that incorporates proven integration technology with next generation capabilities into one interoperable set of tools that delivers a unique combination of efficiency, agility and control.

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Company Overview Since its founding, Company Y has remained faithful in its commitment to producing unparalleled entertainment experiences based on its rich legacy of quality creative content and exceptional storytelling. Today, Company Y is divided into four major business segments… Each segment consists of integrated, well-connected businesses that operate in concert to maximize exposure and growth worldwide.

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Company Overview Since its founding, The Walt Disney Company has remained faithful in its commitment to producing unparalleled entertainment experiences based on its rich legacy of quality creative content and exceptional storytelling. Today, Disney is divided into four major business segments… Each segment consists of integrated, well-connected businesses that operate in concert to maximize exposure and growth worldwide.

shutterstock

Who the hell are these people?

Speak to your buyers in their language, not

yours…

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Parents against reprehensible metal music

…links to Toyota Matrix

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The BACK button is the 3rd most used Web feature.

Not quite the average: An empirical study of Web use Weinreich, Obendorf, Herder, & Mayer - University of Hamburg, Germany

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Old rules of measurement

Press Clips

Sales Leads

New ways buyers solve problems

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“Henry Posner saves the day. B&H is…like the Tina Turner song…Simply the Best.”

“Wow. What a treat to have Henry Posner of B&H here!!!”

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South-by-Southwest blogger lounge

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Thousands of Bloggers

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Hundreds of mainstream media stories

✓ Manage Fear

fear

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“We want 330,000 people to be in Public Affairs.” Colonel Michael G. Caldwell acting director of public affairs for the United States Air Force

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(Exceptcontrol)

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Site:www.DavidMeermanSco@.com

Blog:www.WebInkNow.com

Twi,er:dmsco@

David Meerman Scott