Scott lauds potential of social media

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Chicago—David Meerman Scott, author of “The New Rules of Marketing & PR” (John Wiley & Sons, 2007), Wednesday underlined some of the key ways that the Internet and social media have disrupted advertising, marketing and public relations for b-to-b marketers.

Scott said many b-to-b marketers are not taking full advantage of the Internet. There are four basic ways, he said, to get “attention” for a company’s products and services: Pay for advertising; “beg” for editorial coverage; “bug” prospects with salespeople; or “earn” attention by publishing interesting material on the Web via, for example, YouTube, Facebook or Twitter.

Among the examples he offered of companies earning attention on the Internet: Disney introducing its new Harry Potter theme park by telling just seven bloggers (which resulted in 350 million people being exposed to the news in 24 hours); Approva, an auditing firm, posting a tongue-in-cheek video that celebrated the fifth anniversary of Sarbanes-Oxley (which has logged 22,000 views on YouTube); and CWS, a German manufacturer of public toilets, that created a video starring models, some drugs and a toilet that resulted in 2.1 million views on YouTube.

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