5_viral_marketing_gf301
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7/17/09 Professor: David Meerman Scott, author of New Rules of Marketing & PR and World Wide Rave David Meerman Scott 1 @dmscott Twitter Hashtag = #IMU My Twitter ID = @dmscott 7/17/09 2 3 Image credit: engincamp.blogspot.com/ 7/17/09 4 7/17/09 5 6 ✓ Encourage Sharing ✓ Buyer Personas ✓ Manage Fear ✓ Earn Attention ✓ Play Nice 7 ✓ Buyer PersonasTRANSCRIPT
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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)