David Meerman Scott

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How will YOU create a World Wide Rave?
David Meerman Scott Twitter _at_dmscott
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Image credit engincamp.blogspot.com/
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Word-of-mouse
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You must unlearn what you have learned.
Yoda Star Wars Episode V - The Empire Strikes
Back
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Old rule Buy your way in with advertising
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Old rule Beg your way in with PR
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New rule Publish your way in
Video
Personalized News
Landing Pages
Datafeeds
Online News Releases
Audio
Search Engines
Virtual Worlds
E-Books
Conversations and Commentary
Content Lens
Social Networking
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Hotel buyer personas
Family choosing a vacation spot
Businessperson
Corporate travel manager
Event planner
Couple organizing a wedding
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South by Southwest Suzy
Analog Artie
Mainstream Mike
Freddy Freeloader
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Build detailed buyer persona profiles

• HubSpots Internet Ian
• Internet/Web Marketing Manager
• Original website was 20k, but hes enhanced it a
  lot himself
• Lives his business and personal life online
• Twitter, Facebook, LinkedIn, Digg
• 26 years old, bachelors degree from Carnegie
  Mellon, met last girlfriend on Facebook using
  SuperPoke application
• Likes beta software, edits HTML directly

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The rental car business
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Rental car business A new buyer persona!
Urban drivers Fed up with the hassles of owning
a car Existing rental car companies not
convenient Need a set of wheels every now and
then
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Your buyer personas?
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What do you want buyers to believe?
Example Gatorade improves your athletic
performance.
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Think like a publisher
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Consider hiring a journalist
Full time / Part time / Freelance
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On the web, you ARE what you publish
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What does this company do?
Company X (Nasdaq XXXX) provides business
integration software to integrate, assemble and
optimize available IT assets to drive business
process productivity. Company X delivers an
innovative, enterprise-class business integration
platform that incorporates proven integration
technology with next generation capabilities into
one interoperable set of tools that delivers a
unique combination of efficiency, agility and
control.
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Gobbledygook!
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Speak to personas in their language, not yours.
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Thousands of Bloggers
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Hundreds of mainstream media stories
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Parents against reprehensible metal music
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links to Toyota Matrix
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The BACK button is the 3rd most used Web feature.
Not quite the average An empirical study of Web
use Weinreich, Obendorf, Herder, Mayer -
University of Hamburg, Germany
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We want 330,000 people to be in Public
Affairs. Colonel Michael G. Caldwell acting
director of public affairs for the United States
Air Force
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South-by-Southwest blogger lounge
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No blog? Then you need a Google profile
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Toilet marketing
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Toilet marketing
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Say No to Dirt
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( Except control )
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David Meerman Scott
Site www.DavidMeermanScott.com Blog
www.WebInkNow.com Twitter dmscott