Also known as viral marketing this aspect of inbound marketing is powerful yet potentially scary as it doesn't follow the conventional rules as set down by traditional outbound marketing. There are four ways to get your market's attention; three of them aren't as cost-effective. To get your market's attention you have to earn it and one of the best ways to do that is…you guessed it… is the WWR.
A world wide rave is when people around the world are talking about you, your company and your products. It’s when communities eagerly link to your stuff on the Web. It’s when online buzz drives buyers to your virtual doorstep. It’s when tons of fans visit your Website and your blog because they genuinely want to be there. ~ David Meerman Scott, World Wide Rave
One prime example of a WWR is when Universal Orlando Resort wanted to launch a new theme park. The forward-thinking VP of Marketing, instead of implementing a full-scale traditional advertising campaign, told just seven bloggers about it. In 24 hours the people that knew about it and were talking about it went from seven to 350 million people.
Here are Scott's rules of the rave:
1.NOBODY cares about your products (except you).
Regardless of how easily/efficiently/cost-effectively/fill-in-the-blank your product is people will not give a rat's ass about it. That is, until you show you care by how reach out to them(see number four).
2.NO coercion required and 3.LOSE control.
These two steps are the hardest to do since they require doing an about-face in traditional methods of marketing such as soliciting a name and valid email. Forsake these practices and allow easy, uncomplicated access to your product or service. This unconventional approach will help with point number five.
4.PUT DOWN roots.
Be in places where your market, your community, your tribe, if you will, are. Look for them on blogs, in forums, on twitter or other social media. Speak to your audience in language they understand, not yours.
5.CREATE triggers that encourage people to share.
Tell your story to an interested market. By effectively doing number four you can discover out-of-the-box ways to make outrageous triggers.
6.POINT the world to your (virtual) doorstep.
Once your WWR gains critical mass you will be indexed in the search engines, especially now after the Google algorithm updates that give more weight to social media indicators.
You can trigger a World Wide Rave too-just create something valuable that people want to share, and make it easy for them to do so.
Read more at David's blog.