Interview with David Meerman Scott

I’m delighted today to bring you an interview with David Meerman Scott. David is an online thought leadership and viral marketing strategist and the author of three books on marketing. His upcoming book World Wide Rave is due for release March 3rd, 2009.

In this interview David shares his thoughts on online marketing for authors and discusses the marketing strategy he’s using to promote his upcoming book.

Mark: What is a World Wide Rave?

David: A World Wide Rave is when people around the world are talking about you, your company, and your products. Whether you’re located in San Francisco, Dubai, or Reykjavík, it’s when global communities eagerly link to your stuff on the Web. It’s when online buzz drives buyers to your virtual doorstep. And it’s when tons of fans visit your Web site and your blog because they genuinely want to be there.

Mark: I’m assuming you’re going to generate a WWR to help promote the book. How are you going to do this?

David: You may notice that the book cover design looks like an old rock poster. Our idea was that prior to the web, rock bands invested a lot of money in a great poster and plastered it all over a city before a gig. I am having people around the world put the poster somewhere interesting in their country, with fascinating people, or in unusual settings, and then send me a digital image or short video. My goal is to get a bunch of countries / cities / locations represented. You’ll see some fun examples already on the World Wide Rave site.

Mark: I can personally testify that it works. I thought it such a cool idea that I had to take a snap in my town of Melbourne, Australia. How did you come up with the idea?

David: People like to share things that they themselves had a part in. I noticed that many people like sharing photos that they are in, particularly online. So I wanted to come up with a way to share something with people related to my new book. When I worked on the cover with my designer, Doug Eymer, I knew the cover could be the trigger for something interesting.

Mark: Viral Marketing is a term that’s been around for a while now. Is a World Wide Rave a form of viral marketing?

David: Viral marketing has a significant dark side. Colleagues and readers frequently send me examples of “viral marketing” (the name comes from the idea that your marketing spreads like a virus online). Many of these examples are nothing more than advertisements that rely on interruption, bait-and-switch gimmicks, inane games, and frivolous contests. It’s the old rules of marketing mindlessly transplanted on the Web. These examples bear no resemblance to what I’ve called a World Wide Rave. Their trickery and coercion is merely an attempt to sell products. Frankly, this stuff gives all marketing a bad name.

Mark: What are some of the keys to starting a World Wide Rave?

David: The World Wide Rave is one of the most exciting and powerful ways to reach your audience. Anyone with thoughtful ideas to share—and clever ways to create interest in them—can become famous and find success on the Web. The challenge for marketers is to harness the amazing power of the World Wide Rave. The process is actually quite simple; anyone can do it, including you. However, if you’re already an experienced marketer, you need to know that success requires a far different approach than what you’re likely doing now. Many of the easy techniques for triggering a World Wide Rave are the exact opposite of what you’ve learned on the job or have been taught in school. Similarly, if you’re a CEO, business owner, or entrepreneur, you should know that these ideas are likely precisely what your agency partners and marketing staff tell you not to do.

Mark: How critical is it becoming for authors to develop an online presence and fan base?

David: For business book authors it is essential, particularly with a global market.  It is probably less important for a novelist or poet.

Mark: What is the best way for authors to go about this?

David: Publish information online that people want to share. I suggest people offer parts of their books for free on the web which I did with my ebook The New Rules of Viral Marketing: How word-of-mouse spreads your ideas for free. It’s been downloaded more than 250,000 times in six months.

Mark: How much time and effort should authors expect to spend building their fan base?

David: At least as much time as to actually write the book (really!!)

Mark: Do you have any final advice for authors today?

David: Know your goals for being an author. Is it to satisfy your ego? To promote your business? To make money by selling books? Or to make money by selling something else (such as speeches or consulting). Your goals will dictate how you market.

Mark: Thank you very much for your time today David and congratulations on the upcoming release of World Wide Rave.

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