David Meerman Scott | |
|---|---|
 David Meerman Scott photographed in Boston, Massachusetts on August 11, 2014 by Bruce Rogovin | |
| Born | 1961 |
| Alma mater | Kenyon College |
| Occupation(s) | Marketing strategist, Speaker, Author |
| Spouse | Yukari Watanabe Scott |
| Children | 1 |
| Website | Official website |
David Meerman Scott is an American online marketing strategist and author of several books on marketing, including The New Rules of Marketing and PR.
Scott graduated from Kenyon College in 1983 with a BA in economics. After early jobs as a clerk on several Wall Street bond trading desks, he worked in the online news and information business from 1985 to 2002, holding executive positions in an electronic information division of Knight-Ridder, from 1989 to 1995. [1]
Scott moved to the Boston area in 1995 and joined Desktop Data, which became NewsEdge Corporation, ultimately holding the position of vice president of marketing until the business was sold to Thomson Corporation in 2002. [1] Thomson Corporation terminated his employment after acquiring NewsEdge, so he started his own business as a marketing strategist. [1]
Scott's assertion is that marketing and public relations is vastly different on the Web than in mainstream media. [2] He says that the old rules of mainstream media are about controlling a message and getting the message into the public domain by buying expensive advertising or begging the media to write about you. He says that the rules of marketing and PR on the Web are completely different. [3] Instead of buying or begging your way in, Scott says anybody can earn attention by "publishing their way in" using the tools of social media such as, blogs, podcasts, online news releases, online video, [4] viral marketing, and online media. [5] He believes that, with few exceptions, marketers gain the best return on their investment in content creation when they choose "ungated" publication. [6]
Writing for Forbes, Nick Morgan notes that "David is one of those select few people who saw and understood the social media phenomenon as it began..." [7]
Scott is the author of several books, as detailed below.
Scott initially released the book as a free, ungated e-book. It was subsequently published as a traditional printed book. [8]
Scott summarizes the book's content marketing theme as "You are what you publish online." [9] The content should be about what audience cares about, not directly about the product itself. "Nobody cares about your product but you," Scott says. [10]
Writing for The New York Times Magazine, Virginia Heffernan recommended the book "For practical P.R. in the age of Twitter,..." [11] In an interview on Marketing Update, Scott stated that besides the fast pace of change in marketing, another motivation for the new edition was that the book had been incorporated into the curriculum of many universities. As a result, he plans to publish a new edition in summer every other year. [12] [13] The second edition [14] won praise in The New York Times [15] and Computerworld [16] reviews. The first edition [17] was featured in the BusinessWeek Best Seller List. [18] John P. David describes the book as being the preeminent text on public relations. [19]
Scott believes that the ideas in the book apply not only in commerce but also political campaigning, referencing in particular the 2016 US Presidential campaign of Donald Trump. [20] [21] [22] [23] They can even be used to humanize otherwise faceless government organizations like the CIA. [24]
Writing about Newsjacking;How to inject your ideas into a breaking news story and generate tons of media coverage for Forbes Magazine, Nick Morgan notes that Scott and his publisher, Wiley, "point the way forward" by publishing this book only in electronic formats. [25] [26] He describes [newsjacking] as the art and science of injecting your ideas into a breaking news. [27] [28] Kristi Hedges, also writing for Forbes, observes that Scott 'answers [the question] "Should I be on Twitter?" once and for all', citing its instantaneous nature and widespread use by journalists. [29] Writing for Fast Company, Wendy Marx cautions those who might be tempted to take the idea too far, "Don't ... spam reporters ... That will only backfire". [30] Tracey Boudine criticizes the term because it is a mashup of news and hijack and thus "implies you’re doing something you’re not supposed to" and goes on to say there is no need for a buzzword and that PR professions should use the criterion "Does this elevate?" [31]
The word was added to the Oxford English Dictionary in 2017 ("the practice of taking advantage of current events or news stories in such a way as to promote or advertise one's product or brand") and appeared as one of the eight neologisms on their Word of the Year shortlist. They credit Scott for this contemporary usage. [32]
Real-Time Marketing and PR:How to Instantly Engage Your Market, Connect With Your Customers, and Create Products that Grow Your Business Now draws on Scott's earlier career as an up-to-the-second Wall Street trader, this book highlights how the timely creation of heart felt content can be more important than polished pieces with their long lead times. Examples include the Dave Carroll United Breaks Guitars phenomenon. Writing in BtoB Magazine, Christopher Hosford quotes Scott as saying, "The idea of real-time communication ... is the most interesting thing going on in b2b marketing right now". [33]
Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History was coauthored with Brian Halligan, CEO of HubSpot. Scott Kirsner, reviewing the book in the Boston Globe, [34] mentions that the authors say they were inspired in part by an article in the Atlantic by Joshua Green. [35] Rather than record sales, the band generated the majority of its revenues from live performances and associated merchandise sales. While most bands tried to prevent bootleg recordings, The Grateful Dead actually encouraged fans to record their concerts and share them with their network, building a passionate community of fans called ‘Deadheads.’ [36] [37]
Reviewing Marketing the Moon:The Selling of the Apollo Lunar Program for The Boston Globe, Carolyn Y. Johnson writes that the book documents NASA's success in placing the Apollo mission at front-of-mind of ordinary people [38] and The Wall Street Journal found the "decadelong surge of public interest in all things lunar" remarkable. [39] Reviewing the book for The New Yorker magazine, Joshua Rothman contrasts the usual "derring-do" presentation of the Apollo program by observing: "Scott and Jurek see it as ... an attempt to convince America, and the world, of its own competence, intelligence, and courage." [40] In an essay based on the coverage of astronaut celebrity in their book, Scott and Jurek link it to that of aviation predecessors such as Charles Lindbergh. [41] A particularly important facet of the Apollo mission was live television broadcast of the landing. Scott calls this "one of the best decisions ever made." [42] Besides NASA's own PR tem, many of the Apollo subcontractors invested in innovative press kits. [43] The authors critique NASA for assuming that initial levels of public interest would remain high, and not developing a long-term strategy to maintain public engagement and support. [44] The book's foreword is by Captain Eugene Cernan, the twelfth and last man to walk on the Moon. [45] Scott and co-author Richard Jurek were consulting producers on the documentary film American Experience: Chasing The Moon by Robert Stone, which was based on the book [46] and which aired on PBS in July 2019 for the 50th anniversary of Apollo 11. [47]
Dan Schawbel interviewed the author about The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business for Forbes magazine and notes that instant communications wasn't instant, ease of researching products online, and ease of voicing a complaint about poor service have led to these new rules. [48] Scott published a free summary of the main points of the book on SlideShare. [49]
In January 2020, Scott published Fanocracy: Turning Fans into Customers and Customers into Fans co-authored with his daughter, Reiko Scott. It explains how to benefit from the trend where savvy companies and non-profits attract not just customers but fans who indirectly promote the product better than direct marketing from the company itself can. [50] It was listed on the Wall Street Journal Best Selling Books list in the Hardcover Business category [51] and on Publishers Weekly This Week's Bestsellers list. [52] Reiko Scott has a background in neuroscience and points out that the brain is wired such that human connection, such as fandom, depends on physical closeness. [53]
In addition Scott has published:
Scott is married to Yukari Watanabe Scott. They have one daughter, Reiko Scott, with whom Scott co-authored Fanocracy: Turning Fans into Customers and Customers into Fans. [58]
His secret was to release his first e-book ... for free... enviable position of being able to approach traditional publishing houses.
You are what you publish online.
...content usually can't be about the product or service itself [but] ... about what the audience cares about...
As I mentioned, I think his book is the preeminent authority on PR out there. But he's also a pioneer of "newsjacking."
Think the presidential election is just about politics? In reality it's America's most-watched and most compelling marketing and sales campaign. "It's a massive case study...
...especially in a major forum like a presidential debate...
Anything that can humanize an organization ... is a good thing...
...describes [newsjacking] as the art and science of injecting your ideas into a breaking news.
'the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.'
The best filter to use in any situation should be: Does this elevate? I don't have any suggestions for creating a new buzzword or mashup to describe this media relations strategy.
as first popularized by marketing and sales strategist David Meerman Scott's 2011 book, Newsjacking
"It's still a very vibrant, ongoing entity that makes a lot of money off merchandise," says David Meerman Scott, a marketing strategist and author of Marketing Lessons from the Grateful Dead.
For decades, they allowed fans to record their concerts, unlike virtually all their contemporaries.
These tracking wheels represent two companies' efforts to provide technical context, while distinguishing themselves from the piles of press releases on journalists' desks.
All of this used to be true because communications wasn't instant. There was no way to easily research products or companies or to complain about poor service.
Hardcover Business - Fanocracy - 6
At #20, Fanocracy, a business title about marketing and fandom,
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| Other | |
Public relations (PR) is the practice of managing and disseminating information from an individual or an organization to the public in order to influence their perception. Public relations and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The exposure is mostly media-based, and this differentiates it from advertising as a form of marketing communications. Public relations aims to create or obtain coverage for clients for free, also known as earned media, rather than paying for marketing or advertising also known as paid media. But in the early 21st century, advertising is also a part of broader PR activities.
Permission marketing is a type of advertising in which the people who are supposed to see the ads can choose whether or not to get them. This marketing type is becoming increasingly popular in digital marketing. Seth Godin first introduced the concept in his book “Permission Marketing: Turning Strangers Into Friends, And Friends Into Customers.”
Personalized marketing, also known as one-to-one marketing or individual marketing, is a marketing strategy by which companies leverage data analysis and digital technology to deliver individualized messages and product offerings to current or prospective customers. Advancements in data collection methods, analytics, digital electronics, and digital economics, have enabled marketers to deploy more effective real-time and prolonged customer experience personalization tactics.
Viral marketing is a business strategy that uses existing social networks to promote a product mainly on various social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another. It can be delivered by word of mouth, or enhanced by the network effects of the Internet and mobile networks.
Seth W. Godin, who sometimes uses the alias "F.X. Nine," is an American author and a former dot com business executive.
Marsha Collier is an author, radio personality, podcast host, and educator specializing in technology, Internet marketing, and E-commerce.
Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. Influencers are someone with the power to affect the buying habits or quantifiable actions of others by uploading some form of original—often sponsored—content to social media platforms like Instagram, YouTube, Snapchat, TikTok or other online channels. Influencer marketing is when a brand enrolls influencers who have an established credibility and audience on social media platforms to discuss or mention the brand in a social media post. Influencer content may be framed as testimonial advertising.
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to achieve the following goals: attract attention and generate leads, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage an online community of users. Content marketing attracts new customers by creating and sharing valuable free content as well as by helping companies create sustainable brand loyalty, providing valuable information to consumers, and creating a willingness to purchase products from the company in the future.
Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of social media marketing campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope and the establishment of a firm's desired social media "culture" and "tone".
HubSpot is an American developer and marketer of software products for inbound marketing, sales, and customer service. HubSpot was founded by Brian Halligan and Dharmesh Shah in 2006.
Grain Surfboards is an American company based in York, Maine that manufactures hollow wooden surfboards. The surfboards are made primarily from northern white cedar, with some western red cedar added for color accent. Grain manufactures custom boards, as well as selling kits and offering classes where surfers can build their own boards.
Digital branding is a brand management technique that uses a combination of internet branding and digital marketing to develop a brand over a range of digital venues, including internet-based relationships, device-based applications or media content.
Corporate social media is the use of social media platforms, social media communications and social media marketing techniques by and within corporations, ranging from small businesses and tiny entrepreneurial startups to mid-size businesses and huge multinational firms. Within the definition of social media, there are different ways corporations utilize it. Although there is no systematic way in which social media applications can be categorized, there are various methods and approaches to having a strong social media presence.
Predictive Buying is a marketing industry term describing the use of algorithmic consumer analytics to predict future buying patterns. Predictive buying combines data mining with statistical analysis to predict what a customer wants to buy, and then present that customer with advertisements for that product. It is a type of targeted advertisement. Predictive marketing is used by websites such as Amazon and advertising publishers such as Google and Facebook.
Brian Halligan is an American executive and author. He is the co-founder and executive chairman of HubSpot, a CRM platform for scaling companies based in Cambridge, Massachusetts, and is also a senior lecturer at MIT. Halligan coined the term "inbound marketing" to describe the type of marketing he advocates.
Marketo, Inc. is an American software company, with its headquarters in San Mateo, California. Marketo develops and sells marketing automation software for account-based marketing and other marketing services and products, including SEO and content creation.
Nick Morgan is an American speaking coach and author.
Tim Washer is a stand-up comedian, a video producer, and corporate humorist.
Michael Brito is an American businessman and social media strategist. He has written two books, including Smart Business, Social Business, and Your Brand: The Next Media Company.
Richard Jurek is an American author, numismatist, and business executive. He is the author of the book The Ultimate Engineer: The Remarkable Life of NASA’s Visionary Leader George M. Low and co-authored the book Marketing the Moon: The Selling of the Apollo Lunar Program.
