Our Friend Debbie Weil shares with us, the latest viral idea spreading across the world in the form of a Rave? World Wide Rave is a new book by David Meerman Scott that focuses on how to create something with true viral legs, something that people want to spread far and wide, without any incentive.
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.
Taking a page directly from Where the Hell is Matt?, Meerman attempts to rebrand the term viral marketing due to all of the negatives now associated with that term.
Because the term "viral marketing" has taken on dirty and sleazy connotations by many organizations causing marketers and executives to become increasingly skeptical, I've started using the phrase "World Wide Rave" instead. I want to draw a clear distinction between the amazing ways that millions of people spread ideas and share stories online and the bogus crap that people are resorting to.
According to The IPA one particular clause in the Regulations will make the following activities a criminal offence:
- Seeding positive messages about a brand in a blog without making it clear that the message has been created by, or on behalf of, the brand.
- Using "buzz marketing" specialists to communicate with potential consumers in social situations without disclosing that they are acting as brand ambassadors.
- Seeding viral ads on the internet in a manner that implies you are a simple member of the public.
Jon Cronin (bio) is Director of Digital Marketing Strategy at DeVries Public Relations - North American Agency of the Year - SABRE Awards.
It’s Jon's job to keep his agency and clients at the forefront of how digital technology is affecting consumers’ lives. He studies global technology, media and online trends and shapes them into actionable insights and marketing communications strategies.
He has spent his entire 15 year career in the digital marketing arena working with leading brands such as Yahoo!, Microsoft and P&G .
Jon believes that openness, sharing, and diversity encourages creativity, participation and innovation and through these virtues brands can succeed in the online space.
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