If there is only one book you read this year to prepare you for handling next year’s news and winning the competitive landscape then it has to be David Meerman Scott’s – Real Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now.
It’s officially released today and is a MUST READ.
While you’re waiting for the book to arrive, you should also check out the free e-book that vividly details David’s scoop on how Fortune 100 companies respond to news queries, how real-time marketing and PR should work and what you can do to capitalize in this 24/7 environment.
To quote David, “In my research, I contacted the communications departments of the Fortune 100 companies and found that only 28 percent engaged with me in real-time. Many of those 28 companies have comprehensive real-time communications programs in place, which I describe in the ebook.”
Check out David’s post announcing the book here.
Today I flew out from San Francisco after speaking to the Northern California Book Publicity and Marketing Association luncheon yesterday on ”Online PR and Social Media,” and spent the flight listening to the Dead on my iPhone.
This was shortly after having coffee in Sausilito this morning with my friend Ann Matranga at The Depot. We sat outside and watched the kids play in Lytton Square which Bill Graham helped create and we talked about the Dead.
So it seems synchronistic, speaking of the Dead that David Meerman Scott and Brian Halligan today announced, Marketing Lessons from the Grateful Dead: What Every Business Can Learn from The Most Iconic Band in History (Wiley, 2010).
There are so many reasons why this book is cool, but I have to be honest and say I love Chapter 8: Encourage Eccentricity and the whole focus on the fans and marketing.
I love it because it reveals how a company or band or individual can tap into the power of differentiation and eccentricity to make their way in the world. Not only can this bring you success, but it’s the right thing to do!
To quote from that chapter, “The Grateful Dead teaches us that we are all eccentric in some ways. Smart companies understand eccentricities and create a market from them.”
I also like this from the book, ”Deadheads are your neighbors, coworkers and friends.” As a dancing bear tattooed Deadhead I’ll have to confess, I know the deadheads, the deadheads are friends of mine, and I am proud to still be one!
As Bill Walton says in the foreword of the book, “Like other daring visionaries The Grateful Dead rejected conventional wisdom.”
That’s why we are still dancing – and that’s really how you can build a fan base that even after all these years is still trading Dead stories, tapes, t-shirts and mementos of their time drifting with the Dead.
So any marketing lesson that Scott and Halligan share in this book you definitely should tune into.
Go see David’s post all about the book tour at his site.
And check out his new tie-dye pic on the site too. Wonderful.
Meanwhile, me and my dancing bear will be digging the marketing nuggets of this extraordinary and timely book on marketing!
Superb post in regard to Speakers Bureaus by David Meerman Scott.
Tons of good information, I urge you to check the post out.
Welcome to the Reinventing 2.0 Series. This will be a bi-monthly series on this blog and feature interviews, book reviews and insight around Web 2.0 and social media.
Today I’m featuring a short review of David Meerman Scott’s latest tome, “World Wide Rave: Creating Triggers That Get Millions of People to Spread Your Ideas and Share Your Stories.” (Wiley, 2009)
The book launch kicked off at SXSW and I was there to hear David talk about the book and at the same time create his own mini-rave by having all of us hold up his posters at the end. Great!
You might also check out how David did on the NASDAQ floor on Monday, but most importantly you need to get his book.
And you need to lose control, which is rule #3 in his Rules of the Rave.
I loved the book not only for its actionable content, but also I have to say that Wiley as a publisher is really kicking it up a notch with the way the book was designed and packaged. They also had the smarts to release it on Kindle for free for a whole week which got it to number one in non-fiction on Amazon Kindle.
Key takeaways from the book for you to apply to your own “world wide rave” endeavors:
” Viral marketing is rarely a world wide rave.”
“A world wide rave is NOT about sales leads.”
“When you truly know your buyer personas, you’re ready to transform your marketing and generate a World Wide Rave.”
“Nothing is guaranteed to be a world wide rave.”
“Be the Grateful Dead and not Led Zeppelin.” (Read the book to find out why.)
And my favorite insight, “You’ve got to think in terms of spreading ideas, not generating leads.”
(To see how David started out, you can read an interview I did with David in 2006, while I was editor of the Must Read Business Books blog for Allbusiness.com here. )
Next up on this Reinventing 2.0 Series will be an interview with Rebecca Lieb on her new book,”The Truth About Search Engine Optimization.” It’s a fantastic book.
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