A World Wide Rave, by David Meerman Scott
There are a lot of marketing books out there. A LOT. In case you haven’t noticed.
When I was lucky enough to receive an advanced copy of David Meerman Scott’s new book, World Wide Rave, I knew it would be good – I’m a huge fan. But I didn’t know how good.
What’s a World Wide Rave? According to D.M. Scott:
A World Wide Rave is when people around the world are talking about you, your company, and your products. Whether you’re located in San Francisco, Dubai, or Reykjavík, it’s when global communities eagerly link to your stuff on the Web. It’s when online buzz drives buyers to your virtual doorstep. And it’s when tons of fans visit your Web site and your blog because they genuinely want to be there.
David Meerman Scott is all about authenticity and being real as THE way to get anywhere online and via social media. And this book walks you through the process of creating your own world wide rave without ever selling out or enabling your inner car salesman.
World Wide Rave showcases fascinating examples of things people are doing to make an impact. And, he doesn’t pick superstars – he picks real people that we can all relate to. And they’re doing real things – not outrageous, just inspired – that we can all do.
Case in point: reading D.M. Scott’s book was a huge impetus for me to finally write my How to be a Successful Copywriter ebook and start my One-on-One Intensive program…and take action on a multitude of other projects. I’m telling you, this book doesn’t make you think, ‘Yeah, right, but I can’t do that.’ It makes you get up and go.
Besides how fast and thrilling it is to read, how easy the ‘work’ is to do, how much sense every sentence makes – the book itself is it’s own World Wide Rave – each book comes with a cover poster. D. M. Scott has sent out the call for folks to take pictures of that poster all over the world…a world wide rave of World Wide Rave. And, of course, it’s going like gang-busters.
Here’s one of my money shots and, no, you may not make fun of my hat:
Check out the rest of the pics from around the world (and from on top of my car) here.
And buy this book. It hits stores March 3rd.
Also, hear it straight from the author: The David Meerman Scott Interview.
Filed under How To, Marketing, News, Social Media | Tags: david meerman scott, internet marketing, Marketing, new book, online success, social media, viral, viral content, viral marketing, world wide rave | Comments (10)Chocolate Coated Viralness
There’s a bakery in western Massachusetts called Berkshire Mountain Bakery. They make real, traditional, organic sourdough bread. Many flavors, even pizza crust. But the best thing they craft is Bread and Chocolate. Sourdough bread 30% filled with Dark Callebaut chocolate chunks – huge chocolate chunks. We make it into french toast (just thought you’d like to know…and drizzle coconut milk on top).
The other day, I was having a craving. The kids were playing delightfully across the room (we have a big open first floor), so I got out our last loaf and cut a hunk off, quietly. One bite in and Jack was standing at my side. All of 2 1/2 years old and 3 feet tall, he says, “I want some a dat.” I gave him a chunk.
He scampered away, and I hear him plop down next to his sister, Sophie, who just turned 3. “I’m having a cookie!” He proudly exclaims. “No, you’re not, Jackie.” She bossily tells him, nose buried in her book (because they really rarely eat sweets, much less cookies, she made an assumption). Then she looks up from her book, sees what he’s shoving into his mouth and races to my side, shouting, “I want some, I want some!” the whole way.
They proceeded to flaunt their goods in front of the dogs and me and Patti. Then they begged for more. I had another piece, the kids had another bite and Patti started making a huge plate of french toast. (My girl likes her sugar). The dogs just begged…and begged.
My point? Things become viral for 2 reasons:
1. They are good, and I mean really good and/or fantastic.
2. No one, and I mean no one, can keep their mouth shut about their goodness – even when it means having to share.
Filed under How To, Marketing | Tags: Berkshire Mountain Bakery, Blogging, Julie Roads, really good stuff, social media, viral, viral marketing, Writing, Writing Roads | Comments (8)webkinz marketing ploy or true groundswell?
For one of my clients, I have a Google Alert set for ‘environment kids’ and over the last week, the query has returned several blog and zine articles talking about how wonderful the Webkinz animals and website are. The articles are quite similar which makes me wonder if these bloggers and writers are desperate for things to write about (and recycling content) or if Webkinz is spreading this promotional material around.
My cycnicism might be connected to the fact that I think the only thing that Webkinz is teaching children is the art of needless consumption. Don’t these articles show that people are still drinking the Kool-aid? Because if it is the groundswell, then the people are speaking and they truly like the product. Maybe I’m too harsh, and the Webkinz franchise is good because it keeps kids away from drugs and sex.
Let’s just say that this article proliferation is the product of a Webkinz marketing programme. I wonder if it’s effective…and I imagine how it could be more so. Warning: There may be some true marketing nuggets buried under my glib attitude.
1. Get more people to post this article. I’ve only gotten about 15 returns (mind you my Google Alert’s reach is limited). If they really wanted to energize this thing, they could activate thousands of mommy bloggers by offering a free stuffed animal in exchange for a post. It would be a great investment because the toys are as addictive as crack…according to the articles.
2. Add some video. That’s where it’s at. Why ask people to read, when they can watch. Show us some adorable children playing with their toys and computers. Prove that Webkinz are so wonderful.
3. Sprinkle in some links. The articles only have one link – and it’s to a Webkinz blog…not even to the Webkinz site! Hmmmm, very interesting. Maybe this blogger is behind it all!
4. Try to shut down the articles. Nothing makes press like trying to get something removed from the web. If the company made a stink about this blog being linked to (even if it’s theirs) or about all of these unauthorized articles, it would be very loud and then the articles and attention would spread like poison ivy and eventually turn into money.
Don’t think I haven’t noticed that their ploy has worked on me. Here I am, talking about Webkinz. Something I vowed not to do, ever.
Have a wonderful weekend…
Filed under How To, Marketing | Tags: blog marketing, copywriter, copywriting, Groundswell, Julie Roads, marketing writer, mommy bloggers, online marketing, viral marketing, Webkinz, Writing Roads | Comment (1)viral marketing: giving it away for free
A frequent topic on this blog, and with my clients, revolves around the conundrum of giving ideas, content, video, tools, etc. away for free online all in the name of branding, publicity and increased sales. And here it is coming up again – this time in the form of a story about JC Penney, viral marketing and how they just don’t get it.
A colleague of mine, Ron Miller, has written an amusing and very smart article about the situation for Daniweb.com. Apparently, JC Penney recently aired an ad that was a bit cheeky and insinuated that teenage sex was good, fun, okay and something, perhaps, to aim for when dressing in your JC Penney garb…and now the company is totally freaked out and trying to cover their tucasses (sp? what is the plural of tucas?) They’re busy trying to say that they never authorized the ad and certainly don’t condone teen sex. According to Miller:
What JC Penney failed to understand is that this ad did them far more good than harm. The people they want to reach saw it and were talking about JC Penney. When was the last time this 20th century company had any buzz on the internet. How about never? As for the people who think the video condones teen sex, chances are those people aren’t watching YouTube.
And this concept of intensive brand protecting vs. viral marketing can be found on Facebook as well. One of Ron’s friends recently made a FB gift of a Nerf toy…and joked that she could possibly get in trouble for using the name without legal permission, that Hasbro might insist that she and others stop using their name and product. Ron wrote:
…they would be stupid if they do. Can’t beat the free publicity of Facebook. I realize you can’t let just anyone mess with your carefully crafted brand, but companies have to realize that there is a bright line between protecting your brand beyond reason and letting a fan champion your brand for free. Fact is, my friend is making a tribute to Nerf toys.
Last night I watched the Oprah about YouTube – featuring a handfull of people who are now bazillionaires, or somehow infamous, because of their YouTube videos. Does it matter that Esmee’s YouTube videos have been downloaded millions of times for free? No, because Justin Timberlake found her and signed her to his record label (and she got to sing with him and touch him). Does it matter that 2 million people watched a ridiculous couple do a rather lame version of the final dance from Dirty Dancing via YouTube? No, because they got to do it again on Oprah, and Patrick Swayze showed up and (and they got to dance with him and touch him).
Bottom line: free can be good, viral is queen…do not underestimate the power of putting yourself out there and seeing what happens.
Read Ron Miller’s entire article here.
Filed under Marketing | Tags: copywriter, copywriting, Daniweb, Dirty Dancing, Esmee, Facebook, JC Penney, Julie Roads, Justin Timberlake, Marketing, Oprah, Patrick Swayze, Ron Miller, viral marketing, Writing Roads, YouTube | Comments (2)the power of ‘word of mouth’
It’s Friday the 13th…again. This day, whenever it comes around, has a bad, bad wrap. Someone decided that it was a bad day, a scary day, an unlucky day. Call it superstition, call it folklore, call it a horror movie series, whatever you like.
I call it a great example of viral, or word of mouth, marketing. Doesn’t it fit the standard formula? There was an idea or thought, there was the sharing of the idea, there was hype and exaggeration, there was a tangible, excited response to the idea, movies were made, radio personalities had something to talk about (yes, I just skipped a few centuries in the history of the phrase), and over time ‘Friday the 13th’ became iconic. Every knows what it means automatically when they hear it. You don’t have to say ‘scary Friday the 13th’ or ‘unlucky Friday the 13th’…it’s like Kleenex or Google.
Get to the point, Julie. I was born on Friday the 13th. I was a scheduled c-section and my mom picked the day. And, guess what? So far, it’s been pretty damn lucky. What we hear and what we believe is not always what’s true. Obvious? Yes. But sometimes not realized.
Have a great weekend and watch what happens when you go against the flow.
Filed under Myth or Reality | Tags: copywriter, copywriting, Friday the 13th, Julie Roads, viral marketing, word of mouth marketing, Writing Roads | Comment (0)web 2.0: if I give it away for free, how do I make my money?
I admit, it does seem a bit backward, this whole 2.0 thing. Basically, you give away top-notch information, via your content – articles, video, etc. – and then you become a wild success…but the question that comes up over and over again, is ‘HOW?’ How do you make money if you are giving away your expertise for free?
I love what I just found, because it gives such a great example of how 2.0 works and it essentially answers this question. Ron Miller spoke to David Meerman Scott, who is the author of the bestselling book The New Rules of Marketing & PR (and also a fellow Contributing Editor at EContent Magazine)…and David illustrated the point with this:
“This idea is not new. Starting in the 1960s, the Grateful Dead encouraged concertgoers to record their live shows by establishing “taper sections” where fans’ equipment could be set up for the best sound quality. The band encouraged Deadheads to trade tapes and make copies for friends. The cult of a Grateful Dead concert became a pre-Internet World Wide Rave driving millions to the band’s live shows over thirty years of touring and generating hundreds of millions of dollars in revenue. “
Brilliant. That’s exactly it. You give it away for free, so people take it. IF THE CONTENT IS GOOD (mind you this is a rather large necessity for success), THEY GIVE IT TO ALL OF THEIR FRIENDS. All of these friends want more now that they know about you…so they come and they see you for themselves and they tell their friends and they want more…and they ALL buy your goods and services.
If you want to read Ron and David’s entire interview, “The Press Release is Dead: How Web 2.0 Could Save PR and Marketing” click here.
Filed under Marketing | Tags: copywriter, copywriting, Julie Roads, Marketing, PR, press release, social bookmarking, Social Media, social media, social networking, viral marketing, web content, Writing Roads | Comments (5)
