TopRank Marketing Editor

The New Rules of Marketing & PR

I love TopRank THIS much! :)

Several of the TopRank Online Marketing team attended a Social Media Breakfast last Friday, along with about 150 local business leaders, code warriors, internet marketers, agency peeps and social media enthusiasts, to hear a presentation by David Meerman Scott, author of “The New Rules of Marketing & PR”. TopRank CEO Lee Odden posted a short write up and video interview with Scott as well.

David started his presentation with an impromptu survey, asking the audience to respond with a show of hands to questions like:

  • How many of you have been to a tradeshow as a participant, not an exhibitor, in the last year? (very few people in the room raised their hands)
  • How many of you have responded to a Direct Marketing piece in the last year? (very few people in the room raised their hands)
  • How many of you have seen an advertisement, either magazine or TV, and made a call or purchase based on the advertisement? (again, very few show of hands in an overly packed room)
  • Now, how many of you have done a search on Google to find answers or information about a product? (almost everyone in the room raised their hands to answer this question)
  • How many of you have reached out to your network for answers, either by using Facebook, LinkedIn, or other online venues? (about 95% of the room raised their hands)

From traveling around the world and talking to professionals in multiple industries, David gets the same response rate to these same questions. Only 20% of the room responds to the first three questions, while 95% respond to the last two questions, yet companies continue to market via the first three channels (ie: trade shows, direct marketing, and advertising).

The idea of a World Wide Rave, as David presents, is that others will tell your story and share your ideas for you. An example of a brand that is leveraging a creative concept that others have been able to share is the Cadbury Dairy Milk campaign. Cadbury created the Gorilla Drummer video for YouTube, which has seen over 3 Million views to-date. Others have taken this content and made it apart of their own campaign, sharing the Cadbury logo strategically placed at the end of the video.

David shared a quote with the group: To be successful online, “You must unlearn what you have learned.” -Yoda

The old rules of Marketing and PR:

  • Buy your way in with advertising
  • Beg your way in with PR

The new rule of Marketing and PR:

  • Publish your way in directly

You have to stop thinking like a marketer, an advertiser and a communicator and start thinking like a publisher. Create information your consumers want, and they will share it, this is the idea behind creating the World Wide Rave content. “On the web, you are what you publish.”

The rules of the World Wide Rave:

1.    Nobody cares about your products (except you)
There are so many overused words in marketing collateral today. These ‘gobbledygook’ words are used so often that they no longer have meaning.  You have to stop creating your own language and use the language your customers are using.

David shared the top ten overused words from a recent study:

  • Next generation
  • Robust
  • Flexible
  • World class
  • Easy to use
  • Scalable
  • Cutting edge
  • Well positioned
  • Market leading
  • Mission critical

2.    No coercion required
Viral marketing is getting a bad name. Don’t get sucked into the gimmicks (ie: Ad banners stating: You have won $1,000). Because of misleading advertisements, the back button is the 3rd most clicked button online.

3.    Lose control (let your customers have control of your content)
Remove the gate and let people have your content without requiring their contact information, and in return people will share your content.

4.    Put down roots
Treat bloggers just like mainstream media. Create a connection to share your story.

5.    Create triggers that encourage people to share
As an example, Trip Advisor spent two days creating the ‘Cities I Visited’ application for Facebook. More than 5 Million people use this branded application to share with others the cities they have visited.

6.    Point the world to your virtual doorstep
David gave an example of how Stride has leveraged a very simple concept by sponsoring: Where the Hell is Matt? A video created for YouTube, viewed by more than 11 Million people around the world. The campaign received national media coverage and continues to drive visitors to the Stride website.

David wrapped up the presentation stating that sincerity is something that is impossible to fake and hard to come by, but something people respond to.  When you develop marketing campaigns, how sincere is your message?

The idea behind the World Wide Rave is to reach buyers directly online. What do you have to lose?

What creative content have you developed in your digital marketing campaigns that has encouraged people to share and interact around your brand?

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  1. Hey Jessica – thank you for paying such close attention! I have three presentations over the next week or so where I will not be in the “familiar territory” of people who understand social media. I’m speaking to 5,000 real estate agents on Friday for example – hope I can connect to them.

    Thanks for this writeup. David

  2. You gave a great presentation David 🙂

    Over the weekend, I shared details about your new book and the Century 21 example with my Mother-in-law, a small town real estate agent. She was very interested with the idea of the new rules and was floored that so few people respond to the ‘old ways’ of marketing anymore (ie: tradeshows and direct mail).

    Best of luck on your upcoming presentations!

    – Jessica

  3. What I love about David’s work is its simplicity. Gone are the old ways of shouting our message in hopes that it will reach a few interested buyers. Social media allows us to speak directly to niche audiences who have a vested interest in what our organization is doing.

    I don’t think it’s a stretch to ask communicators to think like publishers– or more plainly, like their community. This new way is really the old way of communicating– genuinely, without spin or jargon. Clearly, with the value of the community (audience) in mind.

  4. Thank you Jessica very nice post.

    Especially i like the “The rules of the
    Word Wide Raves”.


  5. I completely agree with Brandon’s comment. Squeaky was at a Social Media Conference in New York last Thursday and one thing we took from the event is that through social media we must learn that we are no longer the owner of our brand, but instead the facilitator. We must listen and respond accordingly rather than just shout.

  6. I’m convinced that business success in the future will follow leaders who have the E.Q. to invite dissent and inspire committment through engagement vs. leading by fear.

    Company cultures that are fear-based or heirarchical will struggle to compete as customers and talented employees migrate to companies that listen.

    It’s exciting to watch Social Media accelerate this transformation. Brute force can be effective in the short term, but ultimately character and integrity prevail.


  1. […] Published by Sarah Worsham at 10:24 am under Business, Content, Marketing, News & Notes You have to stop thinking like a marketer, an advertiser and a communicator and start thinking like a publisher. Create information your consumers want, and they will share it, this is the idea behind creating the World Wide Rave content.

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