David Meerman Scott
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David Meerman Scott | |
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File:David meerman scott 2014-08-11-crop.jpg
David Meerman Scott photographed in Boston, MA on August 11, 2014 by Bruce Rogovin
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Born | March 25, 1961 |
Residence | Boston, Massachusetts, U.S. |
Alma mater | Kenyon College |
Occupation | Marketing strategist, Speaker, Author |
Spouse(s) | Yukari Watanabe Scott |
Website | Web Ink Now blog Official website |
David Meerman Scott (born March 25, 1961) is an American online marketing strategist,[1] and author of several books on marketing, most notably The New Rules of Marketing and PR with over 350,000 copies in print in more than 25 languages.[2][3]
The book was inspired by an accidental discovery (made when he was vice president of marketing at NewsEdge) that creating useful content oneself and publishing it on-line at virtually no cost was consistently more effective than expensive professional public relations programs.[4] Subsequent books draw from his experience as a real-time bond trader,[5] and his observations about innovative marketing by organizations as diverse as IBM[6]:195 and the rock band The Grateful Dead.[7] Based in Boston, he is also a speaker at conferences and corporate events and he runs seminars about marketing around the world.
Contents
Early life
Scott graduated from Kenyon College in 1983 with a BA in economics. After early jobs as a clerk on several Wall Street bond trading desks, he worked in the online news and information business from 1985 to 2002. He held executive positions in an electronic information division of Knight-Ridder, at the time one of the world's largest newspaper companies from 1989 to 1995. He was based in Tokyo from 1987 to 1993 and in Hong Kong from 1993 to 1995.[4]
He moved to the Boston area in 1995 and joined Desktop Data, which became NewsEdge Corporation. In his most recent corporate position he was vice president of marketing at NewsEdge until the business was sold to Thomson Corporation in 2002.[4]
He says "I didn't plan on becoming a marketing strategist... I came upon it accidentally..."[4] At NewsEdge he and his team found that do-it-yourself programs based on creating useful content and publishing it on-line at virtually no cost consistently generated more interest from qualified buyers than expensive profession public relations programs. However, the Thomson Corporation terminated his employment after acquiring NewsEdge. "My ideas were a little too radical for my new bosses. So I started my own business..." he says.[4]
Since 2001, he has used Meerman, his middle name, to distinguish himself from other notable people called David Scott such as the David Scott who walked on the moon as the commander of Apollo 15 (and whom he has met).[8]
Career
Thought
Scott's ideology "the new rules of marketing & PR" is that marketing and public relations is vastly different on the Web than in mainstream media.[9] He says that the "old rules" of mainstream media (which he asserts do not work on the Web) are about "controlling a message" and the only ways to get the message into the public domain using mainstream media is to buy expensive advertising or beg the media to write about you. He says that the rules of marketing and PR on the Web are completely different.[10][11] Instead of buying or begging your way in, Scott says anybody can earn attention by "publishing their way in" using the tools of social media such as, blogs, podcasts, online news releases, online video,[12] viral marketing, and online media.[13] He believes that, with few exceptions, marketers gain the best return on their investment in content creation when they choose "ungated" publication.[14]
Writing for Forbes, Nick Morgan notes that "David is one of those select few people who saw and understood the social media phenomenon as it began..."[15]
Speaking engagements
Scott gives over fifty keynote speeches a year[16] all over the world.
Books
Scott is the author of ten books, most notably The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly.[18] The fifth edition was published in October 2015 and adds a chapter on aligning sales with this type of marketing and information on the use of Periscope, Meerkat, and Snapchat.[19] It is published in more than 25 languages with more than 350,000 copies sold.[20] Writing for The New York Times Magazine, Virginia Heffernan recommended the book "For practical P.R. in the age of Twitter,..."[21] In an interview on Marketing Update, Scott stated that besides the fast pace of change in marketing, another motivation for the new edition was that the book had been incorporated into the curriculum of many universities. As a result, he plans to publish a new edition in summer every other year.[22][23] The second edition[6] won praise in The New York Times[24] and Computerworld[25] reviews. The first edition[26] was featured in the BusinessWeek Best Seller List.[27] Related to the book, Scott developed a one-day seminar called New Rules of Marketing, which he teaches to corporate groups around the world.
Other books include Newsjacking: How to inject your ideas into a breaking news story and generate tons of media coverage, (2011, eMobi,[28] ePub[29]), Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect With Your Customers, and Create Products that Grow Your Business Now (2010),[5] Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History (2010),[7] Marketing the Moon: The Selling of the Apollo Lunar Program (2014).[30] and The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business[31]
Writing about Newsjacking for Forbes Magazine, Nick Morgan notes that Scott and his publisher, Wiley, "point the way forward" by publishing this book only in electronic formats.[32] He summarizes the idea of newsjacking as the timely creation of material for "the second paragraph" of a news story for journalists to incorporate. The first paragraph is for the basic facts: who-what-why-where-when. The second paragraph is about the implications of the story. Unlike hijacking, newsjacking is not a pejorative term. Kristi Hedges, also writing for Forbes, observes that Scott 'answers [the question] "Should I be on Twitter?" once and for all', citing its instantaneous nature and widespread use by journalists.[33] Writing for Fast Company, Wendy Marx cautions those who might be tempted to take the idea too far, "Don't ... spam reporters ... That will only backfire".[34]
Real-Time Marketing and PR draws on Scott's earlier career as an up-to-the-second Wall Street trader, this book highlights how the timely creation of heart felt content can be more important than long leadtime polished pieces. Examples include the Dave Carroll United Breaks Guitars phenomenon. Writing in BtoB Magazine, Christopher Hosford quotes Scott as saying, "The idea of real-time communication ... is the most interesting thing going on in b2b marketing right now".[35]
Marketing Lessons from the Grateful Dead was coauthored with Brian Halligan, CEO of HubSpot. Scott Kirsner, reviewing the book in the Boston Globe,[36] mentions that the authors say they were inspired in part by an article in the Atlantic by Joshua Green.[37]
Reviewing Marketing the Moon for The Boston Globe, Carolyn Y. Johnson writes that the book documents NASA's success in placing the Apollo mission at front-of-mind of ordinary people[38] and The Wall Street Journal found the "decadelong surge of public interest in all things lunar" remarkable.[39] Reviewing the book for The New Yorker magazine, Joshua Rothman contrasts the usual "derring-do" presentation of the Apollo program by observing: "Scott and Jurek see it as ... an attempt to convince America, and the world, of its own competence, intelligence, and courage."[40] In an essay based on the coverage of astronaut celebrity in their book, Scott and Jurek link it to that of aviation predecessors such as Charles Lindbergh.[41] A particularly important facet of the Apollo mission was live television broadcast of the landing. Scott calls this "one of the best decisions ever made."[42] The book's foreword is by Captain Eugene Cernan, the twelfth and (so far) last man to walk on the moon.[30]
Dan Schawbel interviewed the author about The New Rules of Sales and Service for Forbes magazine.[43] Scott published a free summary of the main points of the book on SlideShare.[44]
In addition Scott has published:
- World Wide Rave (2009).[45]
Scott (left) with co-author Brian Halligan on the Marketing Lessons... book tour. The background photomontage includes Jerry Garcia, founder of The Grateful Dead
- Tuned In (2008)[51]
- Cashing In With Content (2005)[52]
- Eyeball Wars: A Novel of Dot-com Intrigue (2001)[53]
Scott also wrote the foreword sections in The New Rules of Social Media, a series of books that he edits for John Wiley & Sons.[54][55] The first six books in the series are:
- Inbound Marketing: Get Found Using Google, Social Media, and Blogs by Brian Halligan and Dharmesh Shah[56]
- Get Seen: Online Video Secrets to Building Your Business by Steve Garfield[57]
- Social Media Metrics: How to Measure and Optimize Your Marketing Investment by Jim Sterne[58]
- Beyond Viral: How to Promote and Sustain Your Brand with Online Video by Kevin Nalty[59]
- Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by Ann Handley and C.C. Chapman[60]
- Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business by Jeanne Hopkins and Jamie Turner[61]
Film
In 2015, Robert Stone announced that a documentary film entitled The Men Who Sold the Moon, based in part on Scott's book Marketing the Moon, is in production.[62]
Online publications and social media
Scott also generates content on-line:
- Several E-books[63]
- A blog, Web Ink Now,[64] which was ranked in the now defunct AdAge Power 150 as one of the top marketing blogs[65]
- Articles in Huffington Post[66]
He is very active on selected social media sites: Facebook,[67] Twitter,[68] and Google Plus.[69] For example, on July 6, 2011 Twitter hosted an online town hall at the White House[70] where President Obama answered selected questions from members of Twitter. Scott's question[71] was the second one of only twenty selected from over 119,000 tweets.[72][73][74]
Corporate governance
Scott serves on the board of advisors of HubSpot,[75] VisibleGains,[76] Newstex,[77] Nashaquisset,[78] the Massachusetts Air and Space Museum,[79] and Grateful Dead Archive at UC Santa Cruz. He was formerly on the board of directors of Kadient[80] (now merged with Sant) and NewsWatch (acquired by Yahoo! Japan).
Personal life
Scott is married to Yukari Watanabe Scott. They have one daughter.[81][82] Scott's hobbies include collecting space artifacts,[83] attending rock concerts,[84] and surfing.[85]
See also
Notes
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External links
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