World Wide Rave Talk at New Marketing Summit by David Meerman Scott

David Cutler takes a photo of @pistachio live streaming "Where the Hell is Matt?"


I'm at the New Marketing Summit produced by CrossTech Media (Chris Brogan) at Foxboro Stadium outside of Boston.   These are my notes.

The event started with an introduce from Michael Lewis defining what we mean by new marketing.  His definition:  New marketing is about listening to your customers.  It's a philosophy that incorporates a mix of new and old approaches and approaches.

Some new marketing learnings based on the marketing for the new marketing summit via Project Dog Food:

1.) More than technology; may involve some old techniques
2.) It's about listening and dialog, not "broadcasting"
3.) Measuring the right things is better than measuring everything
4.) Extends beyond the marketing department
5.) Not one size fits all

Next, one of the highlights a talk by David Meerman Scott who gave an engaging presentation called "World Wide Rave: Creating Triggers that get millions of people to spread your ideas and share your story"

A world wide rave is when people around the world are talking about your talking about you.

You must unlearned what you learned to be successful with this marketing.

Cadbury Gorilla Youtube video - had many, many remixes
Harry Potter Theme Park in Orlando - only told 7 people, but exposed 350,000,000 people.

Everyone can achieve similar success.  We don't all have Harry Potter to work with.  We can all reach our audiences directly if you think like a publisher.  When speaks to different groups, including nonprofits he gets push back.  "We're a x and we can't do that."   On the Web, you are what you publish (and what people publish about you)

Gives an example of "toilet marketing" - via CWS.  Toilet marketing.




Poster of the Rules of the Rave:

1. Nobody cares about your products but you.   He goobledgook analysis.  He came up with a list of jargon.  Winners - the phrases "next generation."   These phrases aren't wrong, but if they aren't the phrases your buyers are using, then they're the wrong phrases.

Healthy Mouth, Healthy Sex - dentist marketing.   Used creative commons licensed e-book.   Used to do yellow pages.

2. No Coercion Required.   Don't get sucked into gimmicks. The back button is the third most used feature.  Loose control of your content.  Gave example of an Internet ad on Technorati.   

3.  Loose Control:  Set your information free.  Gave an example of email registration for a e-book and after removed downloads went up dramatically.

4.  Put down roots, become part of the community.  Islanders treats bloggers like mainstream media.

5.  Create triggers that encourage people to share.   Cites that I've visited - Facebook app.

6.  Point the world to your virtual doorstep.   Where the Hell is Matt sponsored by Stride.  Got their name out there.

Comments

[Richard Reeve]

David's presentation highlighted for me the importance of creativity over good design. So much of working with a marketing house seems to get focused on design. Using the rock star analogy that has been circulating around the social marketing conversation lately, well designed songs will gain no play, no audience. Thanks for the live blog post.

[David Meerman Scott]

What a great writeup.Thanks!! Love the photo of someone else sending a photo!

Hope you enjoy the rest of the conference.

Best

David