Posted by Episode #282 of Six Pixels of Separation – The Twist Image Podcast is now live and ready for you to listen to.
Is there a way to ride on the coattails of a major breaking news story for your brand’s benefit? It sounds crazy (maybe even a little sketchy), but it’s all in the execution. Best-selling business book, author, David Meerman Scott (author of The New Rules of Marketing & PR, Marketing Lessons from the Grateful Dead, World Wide Rave, Real-Time Marketing & PR, etc…) just launched his latest book, Newsjacking – How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage, in digital format only, with a major book publisher (Wiley), for under eight dollars. How did he do it? He launched it on the same week as Amazon‘s Kindle Fire in the hopes of capturing some exposure. It’s something that brands have been doing forever, but now everyone can take part in (so long as they truly understand the opportunities and how to do it with class and expertise). Never one to mince words, David is always entertaining and engaged in pushing our marketing industry forward. Enjoy the conversation…
You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation – The Twist Image Podcast #282.
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I purchased and read Newsjacking a few days ago. It’s a quick, interesting read filled with several how-to examples. My favorite one is how Joe Payne, CEO of Eloqua, capitalized on a Newsjacking opportunity by crafting and publishing the blog post, “Oracle Joins The Party.”
I highlight this particular Newsjacking example from David’s book because it’s a timely example demonstrating the top-line revenue impact of social media activities. Payne’s blog post and the resulting media attention generated $1 million in new business for Eloqua from roughly 6 to 7 new clients (all within the 2-week release / publication of the blog post).
That’s a significant measurable result when you consider the sobering data in eMarketer’s recent article, 2012 Trends: Social Media Metrics Take Center Stage. And, the pragmatic advice you offered in your December 2nd post about “how we’re botching the best part of social media” shows how Eloqua had already defined their strategy and desired outcomes before publishing anything.