World Wide Rave: the story behind a social marketing phenomenon
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When social marketing expert David Meerman Scott came to promote his new book, which challenges conventional ideas about digital marketing and internet strategy, he figured he had to do something different. This business TV show explains the background to a book launch that became a social marketing phenomenon.
A proponent of radical new ideas about social marketing, Scott admitted to feeling a little anxious about launching his new book, World Wide Rave.
This was the time, he felt, to prove his theories by promoting the book using the very same methods that that he describes in it.
The internet strategy which he devised in order to achieve this was truly unique, and sure enough it provided a fantastic practical demonstration of his ideas on social marketing.
In the process, plenty of small business marketing tips are given for businesses thirsty for new marketing ideas to deal with the recession.
Scott’s World Wide Rave is the idea that if you create content that is valuable and useful to the public, people will find it and share it.
As a result, your audience will spread word about your products and services, in a way which does not require any of the cost or coercion associated with other marketing techniques.
The inspiration behind the internet strategy Scott used to promote World Wide Rave came from the book’s cover design, which is based on old rock posters.
Scott printed a special poster for the book and posted it out to readers around the globe. He asked recipients to submit a photo of themselves with the poster in their home country. The response to his social marketing strategy was so great, he was forced to create an online video clip to contain all the photos.
Hear the rest of the story by watching this free show.
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