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22 of 23 people found the following review helpful:
5.0 out of 5 stars
Rave: Creating Attention in the Internet Era, March 17, 2009
This review is from: World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories (Hardcover)
Let me just begin this review of David Meerman Scott's "World Wide Rave" by saying that I admire and respect the innovative concepts that David teaches.
If you are in marketing or communications or public relations or, especially, the leader of an organization, today's world has gotten to be too competitive, too fast-moving, and too smart for you to cling to many of the tired old tenets of traditional outreach. You must ignore the old rules of advertising and PR, David writes ... and I agree completely. Success comes from people wanting to share the more credible information and stories they hear about you with their friends and colleagues. Conventional wisdom, as it is applied to marketing and promotion, is broken and far less effective in today's online world.
"World Wide Rave" is, I believe, one of the most important books about marketing in the Internet Era that I have read. The author is a man with deep credentials and perspective, and who, himself, has created world wide rave for his new approaches and ideas to marketing, and for his books.
David explains that we must "lose control," that we must understand that creating visibility in today's online world means releasing control of old approaches, like promoting messages, and capturing sales leads. The old PR agency idea of counting press clips is antiquated and silly in today's world. We can measure success but no longer through outdated business school Return on Investment (ROI) calculators.
Nobody cares about your organization or your products, David writes. What people care about are themselves and ways to solve their own problems. In order to have people talk about you and your ideas, he writes, you must resist the old urge to sell or hype your products and services. Today's style is rather one of finding "triggers" that stimulate attention and harness the power of the digital revolution. Rave is finding ways to get people talking about you.
"World Wide Rave" is filled with practical examples and guidance on how anyone can create world wide buzz about their organization or products or themselves. And, the best part is that we are living in an age when we have the ability to create rave ... or, a splash of significant awareness ... at little or no cost.
As an author and journalist, myself, who has studied and consulted on evolving trends of image-making and getting attention for many years, I would rank David Meerman Scott's "World Wide Rave" as one of the distinctive, trend-setting works, in the same category as Blanchard's "The One Minute Manager," and Beckwith's "Selling the Invisible."
After reading the 194 pages, I sat back, and thought, Wow!"
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2 of 2 people found the following review helpful:
5.0 out of 5 stars
World Wide Rave, August 19, 2009
This review is from: World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories (Hardcover)
Fantastic concepts, thoughts and ideas! This book helps show the direction all marketing professionals need to consider--Conversation Marketing. World Wide Rave illustrates some of the key objectives for companies looking to participate in the market conversation. At Idiom Strategies, a conversation marketing agency, we outline the five key objectives as:
1) Listen to current customers, prospects, industry experts and other influencers in the market space and internalize what you hear to improve your business.
2) Speak to the overall market conversation with quality, supportive and helpful content that people want to respond to, inquire about and pass on to others.
3) Care about what is being said about your products, your company, your competitors and your industry, but even more important, care about helping your customers and prospects fulfill their wants and needs.
4) Share your experiences--positive and negative--and your insights as you grow your company and evolve your product lines.
5) Build relationships with market conversation Influencers, Participants and Listeners based on the mutual interest of the consumer problems that need to be solved with product innovation.
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2 of 2 people found the following review helpful:
5.0 out of 5 stars
Make your own world wide rave, August 18, 2009
This review is from: World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories (Hardcover)
For many marketers, the holy grail of digital advertising is the YouTube video that "goes viral" - generating thousands, if not millions, of views for little, if any, cost. The challenge, of course, is that finding just the right piece, or having your "community" build something on your behalf is never easy. Nor does it guarantee success.
But David Meerman Scott's recent book World Wide Rave, actually covers some of the things that you need to consider. It's full of practical examples and ideas for you to riff off - all with the aim that you create your own "world wide rave".
There are some great examples of how some daring folks have put their reputation on the line to test the social media waters. From Disney through to a local dentist, David shows that you don't need to be big to have an impact - or to generate serious sales/business outcomes using social media. He reinforces that while influence can be useful, world wide raves are about trust - about igniting the potential of your story in the words of someone else.
And the best thing is, is that the book comes with recommendations that get you started. It could be the best investment in marketing that you ever make.
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