- Dean Witter, Wrightson, Knight-Ridder, NewsEdge, Thomson
Our always-on, Web-driven world has new rules for competing and growing business. Advance planning is out – agile is IN! Those who embrace new ways will be far more successful than those who stay who stay stuck and afraid to change. No one knows more about using the new Real-Time tools and strategies to spread ideas, influence minds and build business than David Meerman Scott. It’s his specialty.
David Meerman Scott is an internationally acclaimed strategist whose books and blog are must-reads for professionals seeking to generate attention in ways that grow their business. Scott’s advice and insights help people, products and organizations stand out, get noticed and capture hearts and minds. He is author or co-author of ten books – three are international bestsellers. The New Rules of Marketing & PR, now in its 4th edition, has been translated into 26 languages and is used as a text in hundreds of universities and business schools worldwide. It is a modern business classic with over 300,000 copies sold so far. Scott also authored Real-Time Marketing & PR, a Wall Street Journal bestseller, and Newsjacking, He co-authored Marketing the Moon (with Richard Jurek) and Marketing Lessons from The Grateful Dead (with HubSpot CEO Brian Halligan).
In addition to writing, researching and speaking, Scott is currently an advisor to emerging companies who are working to transform their industries by delivering disruptive products and services. Besides delivering success as a member of the board of directors of NewsWatch KK (successfully sold to Yahoo Japan) and Kadient (successfully merged with Sant) and on the board of advisors of Eloqua (successful IPO in mid-2012 and sale to Oracle in early 2013), his current portfolio of advisory clients includes HubSpot (where he serves as Marketer in Residence), Libboo, GrabCAD, VisibleGains, ExpertFile and GutCheck as well as non-profits including the Grateful Dead Archive at University of California/Santa Cruz and HeadCount.
- Kenyon College
he New Rules of Marketing & PR was originally published in the first edition way back in 2007. That’s like half a century in dog / internet years.
When I first wrote the book in 2005 and 2006, Twitter didn’t exist and Facebook was only on college campuses (you needed a .edu email address to join). Now we live in a world with Periscope, Instagram, Newsjacking and all sorts of other ways to reach buyers so I’ve updated the book once again.
When the first edition came out, there was a huge amount of skepticism about the ideas I wrote about. Many people in traditional advertising agencies and public relations consultancies were downright hostile to the new world of reaching buyers directly.
Thanks to you, the book became an international bestseller. Tens of thousands of us realized almost a decade ago that there was a new and better way to reach buyers. The first edition was six months on the BusinessWeek bestseller list and since then the book sold more than 350,000 copies in English in the various editions and is now available in over 25 languages from Arabic to Vietnamese. Hundreds of colleges and universities around the world use it as a text in class and many companies require all marketing and PR staff to read a copy.
Here is a blog post where I talk about what's new and what's changed in the new edition. http://www.webinknow.com/the-5th-edition-of-the-new-rules-of-marketing-and-pr-released
On Thursday this week, the first Republican US presidential primary debate is scheduled and only the top ten candidates based on average polling numbers will be on the stage. Today, Donald Trump leads the polls by a wide margin.
As I’ve been following the news about the race, I’ve watched countless journalists dismiss the candidacy of Donald Trump. News stories continue to talk about him as a fringe candidate who will be out of the race very soon. There’s a smugness going around about Trump as a pretender while those who served as Senator or Governor are more legitimate.
There’s no doubt that these pundits are underestimating Trump’s power as a real-time communicator.
To read the full analysis, please visit my blog post Donald Trump Winning the Social Networking Primaries in a Landslide http://www.webinknow.com/donald-trump-winning-the-social-networking-primaries-in-a-landslide
Jack King passed away last week at age 84. He was a marketing and public relations pioneer as important as Edward Bernays, David Ogilvy, Steve Jobs, and Walt Disney.
Best known as the “voice of Apollo” for his countdown to the launch of the first lunar landing mission, King’s voice is one of the most recognizable in the world. The original broadcast of the Apollo 11 launch and the subsequent replays have reached the ears of more than a billion people, some of them many times.
While Jack’s countdown fame has featured in all of the obituaries I’ve seen, Jack had a much greater impact on the world of marketing and PR as a true innovator of what we now call content marketing and brand journalism. His push for live television in the spacecraft and the availability of real-time spacecraft-to-Houston Mission Control voice commentary allowed humanity to share in the magic of landing on the moon. Jack’s efforts were as important to the Apollo lunar landings as any astronauts'.
I interviewed Jack several times while conducting research for my book with Rich Jurek Marketing the Moon and I most recently spoke with Jack several months ago near his home in Cocoa Beach, Florida.
Please head over to my blog to read Learning from Jack King: Visionary of Real-Time Content Marketing -- I share Jack's innovations around Content Marketing at NASA in the 1960s and his role in getting live television into the spacecraft so that the whole world could watch humans land on the moon.
Imagine you're an educator charged with developing a brand new graduate level program in math. You’ve got to attract men and women to the program or you’re out of a job.
How about doing this within a school that has been an undergraduate only, all female, liberal arts college since 1837! The graduate program is brand new. The co-educational aspect is brand new. You’re venturing into uncharted territory on multiple fronts.
What would you do to promote the program to the world?
That was the challenge faced by Mike Flynn as he took on the role of Director of Mathematics Leadership Programs at Mount Holyoke College in Northampton, MA. Prior to joining Mount Holyoke in 2012, Mike was a successful elementary school teacher and in 2008 was named Massachusetts Teacher of the Year.
Read the story of Mike's success on my blog.
Miley Cyrus was fantastic on the Saturday Night Live 40th anniversary show. I loved her sultry, fresh, and unusual take on Paul Simon’s ‘50 Ways To Leave Your Lover’. I loved it so much I’ve watched it ten times (so far) in the past 20 hours.
I just blogged about what organizations and individuals can learn from her performance. http://www.webinknow.com/marketing-lessons-from-miley-cyrus-on-snl40
The “core four” surviving members of legendary rock band the Grateful Dead are playing their final three 50th anniversary Fare Thee Well #Dead50 reunion shows in Chicago on July 3, 4, and 5.
How do you build a business that thrives for fifty years? Let's learn from the Dead.
I wrote a detailed article Employee Team Building Lessons from the Grateful Dead published over at TINYpulse. In that article I cover "Build a Diverse Team", "Be Yourself", and "Do What You Love". Please check out the ideas over at TINYpulse. http://mvb.me/s/ea0606
The image from this weekend’s Grateful Dead show in Santa Clara is by my friend Jay Blakesberg who is the official Fare Thee Well photographer. Jay provided us with the photos used in Marketing Lessons from the Grateful Dead.
What do Richard Branson, Elon Musk, Martha Stewart, and Arianna Huffington all have in common? Yes, they are all well-known entrepreneurial CEOs. But there’s more — these CEOs are among the most active and popular businesspeople on Twitter. They engage directly with their marketplace in real time. They don’t make excuses about why they can’t be active on social networks; instead they embrace the idea of a direct connection to their customers and the market as a whole. By doing so, their example encourages others in their companies to also be active in real-time media.
Martha Stewart has 3 million Twitter followers; Arianna Huffington, 1.8 million; Richard Branson, CEO of Virgin, 5.5 million; and Elon Musk, CEO of both Tesla and SpaceX, has 2 million followers on Twitter. While these are all famous CEOs who have become well-known personalities, leading by being active on social media has clear and measurable benefits for the head of any organization. I have had the social CEO discussion with leaders of hundreds of smaller organizations. The best ones do it right, establishing a personal connection directly with customers, partners, and the media.
The social connection helps these CEOs show the entire organization that real-time engagement is an important driver of business. “If the CEO can do it, so can you” is the unwritten message to employees. But when a CEO is not engaged at all (which describes the vast majority of company leaders, I’m afraid) the opposite is true. Employees are reluctant to use social tools to connect with customers.
Your Company’s Salesperson-in-Chief
Read the rest of my article How social media-engaged CEOs lead employees by example http://mvb.me/s/5aa66c
Julianne Moore won the best actress Oscar for her role as a university professor whose descent into dementia due to early-onset Alzheimer’s Disease was portrayed in the film "Still Alice".
The amazing backstory behind the award is that all the big publishing houses had rejected Lisa Genova, the author of the novel "Still Alice" from which the movie was based.
Lisa didn’t let rejection stop her. She used her Web site, social networking, a blog plus tenacity and perseverance to get the book into the market, leading to stunning success and a walk down the Academy Awards Red Carpet.
I blogged about Lisa's success in this post:
From Rejected to a Blog to a NYT Bestselling Author to Walking the Red Carpet at the Oscars