Do yourself a favor right now and go read this important post from David Meerman Scott: Web Ink Now: Tough love for marketing and PR job seekers.
I couldn’t agree more with David when it comes to how important building up your personal brand online has become in 2012. If you want to win business or land that dream job you need to stand out from the masses, and what better way to “prove” you have what it takes than to already be doing what your potential client/employer is looking for?
I love the era we’re living in, because if gives anybody the ability to let his or her creativity, passion and talent shine for all to see. Content creation has never been easier or more affordable, and there are countless stories of people creating great original content online and then getting “found” by a larger company or client and hired for a full-time job.
USA Today and Wall St. Journal Bestselling Author David Meerman Scott was gracious enough to join one of our PR/JOUR Google+ Hangouts to talk about his new e-book, Newsjacking. It’s an often fascinating, sometimes controversial and always fun topic for journalists and PR pros alike to consider. Grab the book – which is a fast, breezy read – on your Kindle or iPad and then watch our interview below to hear more about what could be the big PR/Marketing trend of 2012.
Big news: Join myself and Bestselling Author David Meerman Scott for a special PR/JOUR Google+ Hangout on Jan 11!
Awesome news! Just confirmed USA Today and The Wall Street Journal Bestselling Author and PR/Social Media Expert David Meerman Scott will join me for a special Google+ video hangout on January 11 at 3:30 pm Eastern/2:30 pm Central time.
Save the date and spread the word!
We’re going to talk about David’s new book Newsjacking – PR/JOUR folks this is NOT to be missed! David is the best of the best when it comes to cutting-edge PR/Marketing trends, and his concept of “Newsjacking” is both controversial and potentially the biggest new PR/Marketing trend we’ll see in 2012 and beyond.
Special thanks to David for being such a class act and so willing to share his time and expertise with myself and the rest of us! Pick up a copy of Newsjacking ahead of time (only $6.99 for the e-book) too!
What I want to focus on is how this post should remind all of us:
- How much more power you and I have today as consumers.
- Why businesses/brands cannot afford to ignore engaging with us – in real-time – using Social Media.
Think about this:
- In 1981, David could have shared his negative experience with some friends over dinner.
- In 2001, he could have sent out a group e-mail to some friends and supporters.
- In 2011, he Blogs/Tweets/Google+/Facebooks/YouTubes and potentially reaches millions of people around the world (at least some of whom might be contemplating where to stay on their upcoming trip to Washington, D.C.) in real-time. David’s post lives on forever, and (depending on how often it is shared online) could end up near the top of the Google Search rankings for this hotel.
Even though David’s complaint is more about marketing hypocrisy than poor customer service, the point is the same: Brands and companies have NO CHOICE but to monitor and engage with consumers using Social Media in real-time.
To ignore or delay your response to a post like David’s puts the long-term financial well-being of your product or service at risk.
This post from Copyblogger is worth the read for this golden reminder:
If you don’t offer customers something they dearly want, whether it’s to gain some great pleasure or escape some great pain, you’re not going to make any money.
Provide value. Solve actual problems. Uncover what’s bugging people and fix it for them.
It reminds me of one of my favorite David Meerman Scott quotes:
“For years, I’ve been saying that to create great Web content, you need to always be thinking: Nobody cares about my products and services except me and the others in my organization. What your buyers do care about are themselves and they care a great deal about solving their problems (and are always on the lookout for a company that can help them do so). The good news for smart marketers is that this knowledge has the potential to make you many times more successful with your marketing. It may quite literally transform your business (that’s not just my opinion; many people write me to tell me so). Don’t pitch your product. Most journalists don’t care about products. Instead: Tell us how your organization solves problems for customers.”
I recently created this video and sent it specifically to one of my favorite authors/bloggers, David Meerman Scott, personally thanking him for how his books/blog posts helped us with our PR and Social Media efforts during the biggest nursing strike in U.S. history. It was following David’s advice that enabled us to do everything from getting the opposition’s top spokesperson fired using Facebook to using Real-Time Marketing and PR to dominate the narrative in the mainstream and Social Media channels we were operating in. David was kind enough to exchange a few e-mails with me about the subject and also leave a nice comment on the video’s YouTube page.
Question: Have you ever done something like this? If so, did the author/blogger respond?
This is why I love Social Media. It gives us a chance to personally reach out and interact with the people who influence us most – at work or otherwise. Granted, this video is never going to register 1 million views or go viral, but I’ll bet it made David Meerman Scott smile to get a personalized thank you from a loyal and grateful fan of his work. Plus it provides some relevant examples to those in my network of how to apply David’s tips on Social Media and PR. Hope you enjoy!