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“If you don’t embrace the new rules online you’ll be left behind if you aren’t already.” David Meerman Scott knows a thing or two about new rules. Over a decade ago his landmark book The New Rules of Marketing and PR was first published. Now in its 5th edition and used in classrooms throughout the world, this best-seller continues to set the stage for how we build brands in the digital age. I couldn’t wait to discuss this, his new Newsjacking course, and the role all of this plays in the upcoming presidential primaries on this week’s On Brand podcast.
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About David Meerman Scott
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 5th 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 350,000 copies sold so far. Scott also authored Real-Time Marketing & PR, a Wall Street Journal bestseller, Newsjacking, World Wide Rave, and the new hit book The New Rules of Sales & Service. He co-authored Marketing the Moon (now in pre-production as a feature-length film titled The Men Who Sold the Moon) and Marketing Lessons from The Grateful Dead.
What are the new rules of branding? As he’s established the new rules of marketing and PR as well as sales and service in his books, I wanted to start by asking David about the new rules for brands. “The biggest change is the rise of real-time and instant engagement.”
What do the presidential primaries have to do with branding and marketing? While David and I are both political junkies we acknowledge that some of the best new marketing strategies and tactics have come from the past decade in American politics. From the groundbreaking Howard Dean campaign which was “one of the first to embrace blogging” to Donald Trump’s meteoric rise — “he’s figured out realtime … posting more often and more timely. It’s not surprising that he’s leading.”
So what is Newsjacking? “It’s the art and science of injecting your ideas into a news story. You can get quoted and enjoy additional online exposure.” David has written a book and developed a new course on this concept. Here’s how it works:
Are there times when a brand shouldn’t embrace Newsjacking? I brought up the recent example of Crocs tweeting in the wake of David Bowie’s death. The brand was lambasted online and eventually deleted the tweet. David’s advice? “If a story has any negative conotation, be cautions. If it’s clearly negative — death and destruction — you have to have a clear connection to the story.” For example, American Apparel’s Hurricane Sandy Sale was attacked for being insensitive while Duracell had a legitimate connection to helping people affected by the tragic storm with mobile charging stations.
What potential new rules is David keeping an eye on in the new year? “I’m fascinated with the convergence of marketing and sales on the web.” Marketing is about using the same piece of content once for many people while sales online can now focus on recontextualizing content for the right audience.
What brand has made David smile recently? “Miley Cyrus. She’s a brand and she’s made me smile,” after a concert with the Flaming Lips last month. He pointed to her success in rebranding herself beyond her beginnings as a Disney child star.
To learn more about David, “Google my name and you can find all of my coordinates.” He also pointed us to his new course on Newsjacking which you can find at newsjacking.com.
As We Wrap …
Before we go, I want to flip the microphone around to our community …
Recently Lea Hensel gave a shout out to our recent episode featuring Drew McLellan. She even made a cool social graphic. Thanks Lea!
Caught up on #OnBrandPodcast on my commute yesterday. Great insight from @DrewMcLellan. #Brands go beyond marketing. pic.twitter.com/LkGtiu4lZp
— Lea Hensel (@leahensel) January 22, 2016
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Until next week, I’ll see you on the Internet!