New Rules of Viral Marketing and PR – David Meerman Scott
New Rules of Marketing and PR
Having recently been exposed to Social Media and Word-of-Mouth Marketing through GasPedal and the Brains on Fire team, I’m currently reading David Meerman Scott‘s The New Rules of Marketing and PR. Here’s a video of Meerman Scott speaking about Internet and Social Media Marketing at the Business Marketing Association 2009 national “Unlearn” conference.
Meerman Scott begins with the following key tenants:
- The rules of Marketing and PR are being rewritten – moving from traditional media platforms and strategies to viral marketing strategies using social media and social networks. These new digital mechanisms for reaching audiences are both cheaper and more effective.
- However, to learn the “new rules”, you have to first “unlearn” a lot of traditional assumptions about marketing and PR, and engaging audiences.
I recommend you create detailed buyer personas … Think about not what does your company do, not what does your product (or services) do, but instead what do you want your buyer personas to believe about your organization. For example, Gatorade improves athletic performance. How about Volvo? One word: safety.
You get the idea. For more on developing customer personas please see Developing deep insight into your Customers – XPLANE’s Empathy Maps.
Another nice quote from the presentation:
On the Web, you can EARN attention by publishing your way in. By creating fantastic Web Marketing [content]. By doing YouTube videos, and doing eBooks. And working with bloggers or writing your own blog. Or being on Twitter, being on Facebook. All these ways of earning attention. …
On the Web, you ARE what you publish.
Give it up for Content Strategy on the Web.
Viral Movements – World Wide Raves
Meerman Scott followed up his New Rules of Marketing and PR book with a book specifically focused on viral marketing on the Web titled World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories. I currently have the book on order, but below is a clip of Meerman Scott discussing the six things you need to think about if you want to create content on the web that people will share:
I love the 6 key themes that Meerman Scott communicates:
- Nobody cares about your products (except you)
- No coercion is required
- Lose control
- Put down roots – e.g. be in the places that your buyers are
- Create triggers that encourage people to share
- Point the world to your (virtual) doorstep
Again, a lot in common with the approach that Brains on Fire uses to build impassioned movements.