David Meerman Scott

For other people named David Scott, see David Scott (disambiguation).

David Meerman Scott

David Meerman Scott photographed in Boston, MA on August 11, 2014 by Bruce Rogovin
Born (1961-03-25) 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.

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

The diversity of Scott's book covers shows how he applies his thinking to a wide range of human endeavors from space travel to rock and roll. The cover of World Wide Rave is by Doug Eymer and was inspired by vintage rock concert posters.[17]

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:

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:

  1. Inbound Marketing: Get Found Using Google, Social Media, and Blogs by Brian Halligan and Dharmesh Shah[56]
  2. Get Seen: Online Video Secrets to Building Your Business by Steve Garfield[57]
  3. Social Media Metrics: How to Measure and Optimize Your Marketing Investment by Jim Sterne[58]
  4. Beyond Viral: How to Promote and Sustain Your Brand with Online Video by Kevin Nalty[59]
  5. 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]
  6. 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 (left) is a guest of Karen Rubin and Mike Volpe on hubspot.tv February 13, 2009 Photo: Kyle James (CC-BY-SA)

Scott also generates content on-line:

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

  1. ↑ Willaman, Mark (July 10, 2007). "Thought-leader David Meerman Scott Headlines July Webinar Showing HR suppliers How to Target Buyers". Retrieved May 10, 2009.
  2. ↑ "Books by David Meerman Scott".
  3. ↑ "With A Quarter Million Copies Sold, David Meerman Scott Releases Third Edition of his Modern Business Classic, The New Rules of Marketing & PR" (Press release). Retrieved July 12, 2013.
  4. 1 2 3 4 5 "Bio: David Meerman Scott".
  5. 1 2 Scott, David Meerman (2010). Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect With Your Customers, and Create Products that Grow Your Business Now. Wiley. ISBN 978-0-470-64595-6.
  6. 1 2 David Meerman Scott. (2010). The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly. (2 ed.). Hoboken, N.J.: John Wiley & Sons Inc. ISBN 0-470-54781-2.
  7. 1 2 David Meerman Scott; Brian Halligan (2010). Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History. Hoboken, N.J.: John Wiley & Sons Inc. ISBN 0-470-90052-0.
  8. ↑ Scott, David Meerman. "About the Apollo Artifacts blog and the author / collector". I finally got an opportunity to meet my namesake. At my dinner table, Dave Scott told fun stories...
  9. ↑ Kirsner, Scott (April 26, 2009). "Increasing marketing isn't just a one way street". Boston Globe. NY Times Co. Retrieved May 10, 2009.
  10. ↑ "Don't buy it with ads. Don't beg for it with PR. Don't bug individuals with cold calls for it. No, earn attention by creating great content.".
  11. ↑ Smith, Helaine (2008-02-01). "Get adventurous with 'new rules' online". The Boston Herald. Herald Media. Retrieved 2008-02-06.
  12. ↑ Flandez, Raymund (2007-11-26). "Managing Technology - Lights! Camera! Sales!". The Wall Street Journal. Dow Jones. Retrieved 2008-02-06.
  13. ↑ Moran, Gwen (2007-07-01). "Under the Influence". Entrepreneur.com. Entrepreneur.com, Inc. Retrieved 2008-02-06.
  14. ↑ Ericka Chickowski (May 24, 2011). "Why You Shouldn't Wall Off Your Web Content". Entrepreneur Magazine. Retrieved July 1, 2013.
  15. ↑ Morgan, Nick (June 7, 2012). "People I'm Grateful for #4: David Meerman Scott". Forbes. Retrieved July 1, 2013.
  16. ↑ "Past and future speaking engagments". davidmeermanscott.com. Retrieved December 15, 2011.
  17. ↑ HOW WILL YOU CREATE A WORLD WIDE RAVE? :: Making of the Video (PDF). p. 10.
  18. ↑ David Meerman Scott (2015). 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 (5 ed.). Hoboken, N.J.: John Wiley & Sons Inc. ISBN 978-1119070481.
  19. ↑ Scott, David Meerman (2015-10-06). "The 5th Edition of The New Rules of Marketing and PR Released!". webinknow.com. Retrieved 2015-10-06.
  20. ↑ "The New Rules of Marketing and PR". Retrieved September 21, 2014.
  21. ↑ Virginia Heffernan (March 26, 2010). "Trust Busting". The New York Times. Retrieved July 1, 2013.
  22. ↑ "Marketing Update". hubspot.tv. August 19, 2011. Retrieved 8 October 2011.
  23. ↑ "Instructor Companion Site, Scott: The New Rules of Marketing & PR".
  24. ↑ Taylor, Barbara (December 11, 2009). "Business Books Worth Finding the Time to Read". The New York Times. Retrieved May 1, 2010.
  25. ↑ "Social media marketing: 5 must-read books".
  26. ↑ David Meerman Scott (2008). The new rules of marketing and PR : how to use news releases, blogs, podcasting, viral marketing and online media to reach buyers directly (1 ed.). Hoboken, N.J.: Wiley. ISBN 0-470-37928-6.
  27. ↑ "The BusinessWeek Best Seller List, page 2". BusinessWeek. The McGraw-Hill Companies Inc. March 26, 2009. Retrieved May 10, 2009.
  28. ↑ David Meerman Scott (2011). Newsjacking: How to inject your ideas into a breaking news story and generate tons of media coverage (Mobipocket ed.). Hoboken, N.J.: John Wiley & Sons Inc. ISBN 978-1-118-25230-7.
  29. ↑ David Meerman Scott (2011). Newsjacking: How to inject your ideas into a breaking news story and generate tons of media coverage (ePub ed.). Hoboken, N.J.: John Wiley & Sons Inc. ISBN 978-1-118-25231-4.
  30. 1 2 David Meerman Scott; Richard Jurek (28 February 2014). Marketing the Moon: The Selling of the Apollo Lunar Program. MIT Press. ISBN 978-0-262-02696-3.
  31. ↑ Scott, David Meerman (2014). 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. Wiley. ISBN 978-1-118-82785-7.
  32. ↑ Nick Morgan (2011-11-14). "The Future of the Book: David Meerman Scott, Publishing, and Newsjacking". forbes.com. Forbes. Retrieved 2011-11-15.
  33. ↑ Hedges, Kristi (January 24, 2012). "How to Make Twitter Pay Off With Media Coverage". Forbes.com. Forbes Media LLC. Retrieved January 27, 2012.
  34. ↑ Marx, Wendy (Jan 6, 2012). "Transforming PR For A Mobile World". Fast Company. Mansueto Ventures LLC. Retrieved January 27, 2012.
  35. ↑ Christopher Hosford (May 31, 2013). "At the BMA: Real-time marketing takes center stage". Retrieved July 1, 2013.
  36. ↑ Scott Kirsner (July 16, 2010). "New book casts the Grateful Dead as brilliant marketers". The Boston Globe.
  37. ↑ Joshua Green. "Management Secrets of the Grateful Dead".
  38. ↑ Carolyn Y. Johnson (March 20, 2014). "Savvy PR brought NASA lunar program into American homes". The Boston Globe. Retrieved April 20, 2014.
  39. ↑ "Photo-Op: Lunatics: A photographic review of "Marketing the Moon: The Selling of the Apollo Lunar Program."". The Wall Street Journal. March 14, 2014. Retrieved April 20, 2014.
  40. ↑ Joshua Rothman (August 23, 2014). "Live From the Moon". The New Yorker. Retrieved September 6, 2014.
  41. ↑ David Meerman Scott; Richard Jurek (March 24, 2014). "Being a Celebrity Astronaut Is Tougher Than It Sounds". Gizmodo. Retrieved April 20, 2014.
  42. ↑ Taurean Small (April 3, 2014). "Marketing on the Moon". NPR WTTW Chicago Tonight. Retrieved April 26, 2014.
  43. ↑ Dan Schawbel (September 3, 2014). "David Meerman Scott: The New Age Of Sales And Customer Service". Forbes. Retrieved September 6, 2014.
  44. ↑ SlideShare: The New Rules of Selling
  45. ↑ David Meerman Scott (2009). World wide rave : creating triggers that get millions of people to spread your ideas and share your stories. Hoboken, N.J.: John Wiley & Sons. ISBN 0-470-39500-1.
  46. ↑ "How will YOU create a World Wide Rave?". Retrieved May 9, 2009.
  47. ↑ "Riding the Rave #1: David's New Manager". Retrieved May 9, 2009.
  48. ↑ "Riding the Rave #2: Brainstorming". Retrieved May 9, 2009.
  49. ↑ "Riding the Rave #3: In Search of the Fifth P". Retrieved May 9, 2009.
  50. ↑ "Mainframe: The Art of the Sale series". Retrieved May 10, 2009.
  51. ↑ Craig Stull; Phil Myers; David Meerman Scott. (2008). Tuned in : uncover the extraordinary opportunities that lead to business breakthroughs. Hoboken, N.J.: J. Wiley & Sons. ISBN 0-470-26036-X.
  52. ↑ David Meerman Scott (2005). Cashing in with content : how innovative marketers use digital information to turn browsers into buyers. Medford, N.J.: Information Today/CyberAge Books. ISBN 0-910965-71-4.
  53. ↑ David Meerman Scott (2001). Eyeball wars : a novel of dot-com intrigue. Lexington, Mass.: Freshspot Pub. ISBN 0-9701414-8-3.
  54. ↑ "Wiley Launches New Series of Marketing Books Edited by Bestselling Author David Meerman Scott". May 26, 2009. Retrieved May 28, 2009.
  55. ↑ "The New Rules of Social Media book series".
  56. ↑ Brian Halligan; Dharmesh Shah (2009). Inbound Marketing: Get Found Using Google, Social Media, and Blogs. John Wiley & Sons Inc. ISBN 0-470-49931-1.
  57. ↑ Garfield, Steve (2010). Get Seen: Online Video Secrets to Building Your Business. John Wiley & Sons Inc. ISBN 0-470-52546-0.
  58. ↑ Sterne, Jim (2010). Social Media Metrics: How to Measure and Optimize Your Marketing Investment. John Wiley & Sons Inc. ISBN 0-470-58378-9.
  59. ↑ Nalty, Kevin (2010). Beyond Viral: How to Promote and Sustain Your Brand with Online Video. John Wiley & Sons Inc. ISBN 0-470-59888-3.
  60. ↑ Handley, Ann; C.C. Chapman (2010). Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. John Wiley & Sons Inc. ISBN 0-470-64828-7.
  61. ↑ Hopkins, Jeanne; Jamie Turner (2012). Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business. John Wiley & Sons Inc. ISBN 1-118-16778-3.
  62. ↑ Robert Stone (2015-03-24). "Breaking News: The Men Who Sold the Moon". Robert Stone Productions (Press release). Retrieved 2015-03-29.
  63. ↑ "David Meerman Scott - eBooks". Retrieved May 7, 2009.
  64. ↑ "Web Ink Now blog".
  65. ↑ Andrlik, Todd; Moran, Charlie. "AdAge Power 150: A Daily Ranking of Marketing Blogs". Advertising Age Magazine. Crain Communications. Archived from the original on 2009-06-05. Retrieved 2009-06-05. #18: Web Ink Now
  66. ↑ "Huffington Post: David Meerman Scott".
  67. ↑ David Meerman Scott. "Facebook profile". facebook.com. Retrieved December 14, 2011.
  68. ↑ David Meerman Scott. "Twitter profile".
  69. ↑ David Meerman Scott. "Google Plus profile".
  70. ↑ "Twitter Presents Townhall @ The White House".
  71. ↑ "#AskObama Tech & knowledge industries are thriving, yet jobs discussion always centers on manufacturing. Why not be realistic about jobs?".
  72. ↑ "President Obama Twitter town hall, seek to 6:44 @dmscott: #AskObama Tech & knowledge industries are thriving, yet jobs discussion always centers on manufacturing. Why not be realistic about jobs?".
  73. ↑ "Infographic: Obama on Twitter".
  74. ↑ "My question to President Obama at his Whitehouse Twitter Town Hall".
  75. ↑ "HubSpot Board of Directors". Retrieved May 7, 2009.
  76. ↑ "VisibleGains: Advisors". Retrieved March 10, 2010.
  77. ↑ "Newstex: Who we are".
  78. ↑ "David Meerman Scott, bio".
  79. ↑ "About Massachusetts Air and Space Museum Board, DAVID MEERMAN SCOTT".
  80. ↑ "Kadient Board of Directors". Retrieved May 10, 2009.
  81. ↑ "Efficiency as a marketing asset". WebInkNow.com. Retrieved December 14, 2011.
  82. ↑ "Dropping off my daughter (& only child) for her freshman year at Columbia University today.".
  83. ↑ "Apollo Artifacts". Retrieved May 7, 2009.
  84. ↑ "Lollapalooza in sign language".
  85. ↑ "Fantastic day surfing with my daughter at Fat Ladies Beach on Nantucket Island".
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