In the past, brands and companies paid for advertising and PR. The New Rules of Marketing and PR cover how you can grow your audience and influence by creating and controlling your own content. This has been amplified by the rise of social media. The challenge is there is a proliferation of content so in some ways, it’s even harder for brands to connect with an audience.
David Meerman Scott believes “fandom” is the answer for brands and marketers. David is the author of 5 books including “The New Rules of Marketing and PR” and “Fanocracy,” the latter was co-authored with his daughter and discusses how companies can create fans to elevate their business. In this episode, David shares how marketers have evolved strategies, the impact of AI, how brands can create fans and the neuroscience to build tribes.
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Key Insights
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How David transitioned from the bond space into marketing and has made a good living being an unemployed author for the last 8 years.
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Why the old ways of marketing (advertising and PR) don’t work anymore.
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What is working in marketing today: Creating original content and publishing it
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Why it’s important to take control of your marketing through publishing on your own real estate (personal or business website, blog, podcast)
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The difference between paid and earned media
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The algorithms and downfalls of social networks and how to work around them and protect your audience
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How Artificial Intelligence is changing marketing
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How to tap into the new technologies for marketing. Many tools are already AI-driven, like Google, Facebook & Twitter.
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The main driver for SEO is great content, but AI will help you with the title, or a call to action to include in your post
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What brands need to do to win today
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The pendulum has swung too far towards superficial online communications at a time when everyone is hungry for a true human connection
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Fanocracy: Can any business develop fans? Yes, and fandom drives buying decisions
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How businesses can create fans
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Neuroscience aspect of fandom: All of us humans have an innate desire that is hard-wired into our brains to want to be part of a tribe of like-minded people because you feel safe and comfortable.
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Bring like-minded people together to form your tribe virtually using photos, videos, YouTube, podcasts, etc.
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Building your tribe and creating fans through in-person events
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How to move your prospects to clients and eventually to fans
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Passion is the most important when creating fans because passion is infectious
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Bullseye Tips:
Apparent Failure:
He was fired in 2002 and at the time he was devastated. But, it turned out to be a catalyst for him to go out on his own.
Digital/Mobile Resource:
Text Expander
Most Recommended Book:
Music: A Subversive History by Ted Gioia
Daily Habit:
Exercise every day; no excuses
Wish I Knew When I Was Starting Out:
Business should be fun.
Advice for Smart, Driven College Student:
You need to find what you are passionate about and create a career around it.
Current Curiosity:
Where the Coronavirus will take us.
Best Place to Grab a Bite in Boston:
Regina Pizzeria
David’s Books:
The New Rules of Marketing & PR (6th Edition)
Fanocracy: Turning Fans into Customers and Customers into Fans
Contact David:
David Meerman Scott Free Resources