About two weeks ago, David Meerman Scott came to Australia to talk about social media. He’s a best selling author on Amazon on PR, marketing and social media topics and his books have been translated into 22 languages!
I heard him speak at Social Media Club Sydney (SMCSYD) and also had the opportunity to have breakfast with him and some other Sydney bloggers. He also had a speaking engagement in Melbourne.
Here’s a pic of the breakfast:
He spoke about buyer personas at SMCSYD – understanding who the buyer is and talking to them in their voice. I thought he was a really good presenter, fun and engaging.
The most compelling thing for me was the idea of giving content away for free. He gave an example of a dentist in boston writing an ebook of Oral sex and health which went viral. It was niche, eye catching topic and controversial and something people want to know about. He’s also a great example himself, as he gave away a few chapters of his current book, World Wide Rave. He also has a free ebook out as well (like the full thing). I actually read the free version of World Wide Rave, liked it, then went out and bought it.
I think a lot of organisations are very scared of using this tactic. They like to build walls around to capture data, and monetise. Don’t build the barriers up. Just give it away for free – don’t coerce them. It will generate more online buzz, be easier to share your idea and thoughts, and if people are interested in you, they will subscribe to hear you……..voluntarily.
I’m about halfway through the book and I got him to autograph it! Check it:
I also helped out in the online marketing of the event as my company, ND sponsored the event in Melbourne. A bunch of my colleagues contributed using our various skill sets from:
- online display ads: nextbrett
- Email marketing: James, Tiff, Me
- Blog: James
- Twitter @socialmediamc: James, Me
- Eventbrite & Copy: Tiff
- And Matt Edge who brought us all together.
If I have forgotten anyone, please feel free to shoot me =) I believe there is an interview video floating around somewhere, so hopefully it gets uploaded soon to the interwebs.
There’s some other bloggers who have blogged about it here:
If there’s any other blogs out there, let me know and I will link through.
I’m out like World Wide Rave,
Matt aka Inspiredworlds