Here is the fifth of a series of social media strategies, organized around the P's of Marketing, to fuel this economic recovery.
5. Create a World Wide Rave (Promotions).
David Meerman Scott, author of World Wide Rave, explains how to leverage social media tools to reach buyers and grow your business. Rather than buy advertising, beg for media coverage, pay an army of sales people, you can get attention by using 'word of mouse.' Create something valuable that people want to share and make it easy for them to share it. For example when Jay Simons, CEO of Atlassian, an Australian software company specializing in collaboration and development tools, wanted his product to diffuse, he found the right megaphone. As he described it at the Defrag 2009 conference, he put together an innovative deal – for a limited time make a $5 donation to his favorite non-profit organization and you could equip five users. Next, he found the right opinion leaders with huge social capital who liked his deal—they had a large number of followers with deep connections related to what he was promoting. They spread the word and 1,000’s signed up.
Practical Pointers: Create a valuable offering, connect with those with huge social capital, and build a rave.