The opening keynote of SES New York this year was done by David Meerman Scott. He opened with an example of Cindy Gordon who started a theme park. She told just seven people she was opening. The seven people were influential bloggers. Off course they started to write about it. Within seven hours 350 million people had heard of the Harry Potter theme park.
These days its about getting the attention. When David travels he asks people questions. He asks the audience the questions on what they have done in the last six months:
He then shows a video of his earlier speaking engagements where he asked the same question.
He now talks about a dentist in Boston who advertised in the yellow pages and was looking for a better way. She started a blog “healthy mouth, healthy sex”. She then made an e-book and became an instant success. She no longer does yellow page advertising because she does so well in Google. Ben Affleck apparently found her on the web.
You must unlearn what you have learned.
He talks about bio personas: to reach out for those you are trying to reach you have to think like them. Hotels are a good example. All sites are the same. Hotels should make specific parts for every different personas.
There are four ways of earning attentions prior to the web: buy attention, beg for attention, bug people (sales), earn attention. The web is about earning attention.
He shows us a couple of examples of publishing content which earns attention. A good way is to get people to create content for you.
There are 6 things to thing about when you want people to spread your word:
Many companies still don’t do it right because of fear. There are many excuses given. 25% of companies blocks social media.
His final example: toilet marketing. A German b2b company which makes toilets. They lost control of their marketing. If they can do it, you can do it. This is the video of the b2b company:
17 hours ago