David Meerman Scott
Encyclopedia
David Meerman Scott is an American online marketing strategist, and author of several books on marketing. Based in Boston, he is a speaker at conferences and corporate events and he runs seminars about marketing around the world.
in 1983 with a BA in Economics
. After early jobs as a clerk on several Wall Street bond trading desks, he worked in the online news and information business from 1985 to 2002. He held executive positions in an electronic information division of Knight-Ridder, at the time one of the world’s largest newspaper companies from 1989 to 1995. He was based in Tokyo from 1987 to 1993 and in Hong Kong from 1993 to 1995. He moved to the Boston area in 1995 and joined Desktop Data, which became NewsEdge Corporation. In his most recent corporate position he was vice president of marketing at NewsEdge until the business was sold to Thomson Corporation in 2002.
Since 2001, he has used Meerman, his middle name, to distinguish himself from other notable people called David Scott
such as the David Scott
who walked on the moon as the commander of Apollo 15 (and whom he has met).
"the new rules of marketing & PR" is that marketing and public relations is vastly different on the Web than in mainstream media. He says that the "old rules" of mainstream media (which he asserts do not work on the Web) are about "controlling a message" and the only ways to get the message into the public domain using mainstream media is to buy expensive advertising or beg the media to write about you. He says that the rules of marketing and PR on the Web are completely different. Instead of buying or begging your way in, Scott says anybody can earn attention by "publishing their way in" using the tools of social media such as, blogs, podcasts, online news releases, online video, viral marketing, and online media.
Scott is the author of several books:
Scott also wrote the foreword sections in The New Rules of Social Media, a series of books that he edits for John Wiley & Sons. The first five books in the series are:
He has also publishes online:
hosted an online town hall at the White House where President Obama answered selected questions from members of Twitter. Scott's question was the second one of only twenty selected from over 119,000 tweets.
, Eloqua
, VisibleGains, Newstex, Converseon, Nashaquisset, the Massachusetts Air and Space Museum, and Grateful Dead Archive at UC Santa Cruz. He was formerly on the board of directors of Kadient (now merged with Sant) and NewsWatch (acquired by Yahoo! Japan).
Background
Scott graduated from Kenyon CollegeKenyon College
Kenyon College is a private liberal arts college in Gambier, Ohio, founded in 1824 by Bishop Philander Chase of The Episcopal Church, in parallel with the Bexley Hall seminary. It is the oldest private college in Ohio...
in 1983 with a BA in Economics
Economics
Economics is the social science that analyzes the production, distribution, and consumption of goods and services. The term economics comes from the Ancient Greek from + , hence "rules of the house"...
. After early jobs as a clerk on several Wall Street bond trading desks, he worked in the online news and information business from 1985 to 2002. He held executive positions in an electronic information division of Knight-Ridder, at the time one of the world’s largest newspaper companies from 1989 to 1995. He was based in Tokyo from 1987 to 1993 and in Hong Kong from 1993 to 1995. He moved to the Boston area in 1995 and joined Desktop Data, which became NewsEdge Corporation. In his most recent corporate position he was vice president of marketing at NewsEdge until the business was sold to Thomson Corporation in 2002.
Since 2001, he has used Meerman, his middle name, to distinguish himself from other notable people called David Scott
David Scott (disambiguation)
David Scott is a former American astronaut; the seventh person to walk on the Moon.David Scott may also refer to:* David Scott , American politician* David Scott , Pennsylvania politician...
such as the David Scott
David Scott
David Randolph Scott is an American engineer, test pilot, retired U.S. Air Force officer, and former NASA astronaut and engineer, who was one of the third group of astronauts selected by NASA in October 1963...
who walked on the moon as the commander of Apollo 15 (and whom he has met).
Thought
Scott's ideologyIdeology
An ideology is a set of ideas that constitutes one's goals, expectations, and actions. An ideology can be thought of as a comprehensive vision, as a way of looking at things , as in common sense and several philosophical tendencies , or a set of ideas proposed by the dominant class of a society to...
"the new rules of marketing & PR" is that marketing and public relations is vastly different on the Web than in mainstream media. He says that the "old rules" of mainstream media (which he asserts do not work on the Web) are about "controlling a message" and the only ways to get the message into the public domain using mainstream media is to buy expensive advertising or beg the media to write about you. He says that the rules of marketing and PR on the Web are completely different. Instead of buying or begging your way in, Scott says anybody can earn attention by "publishing their way in" using the tools of social media such as, blogs, podcasts, online news releases, online video, viral marketing, and online media.
Publications
- Newsjacking: How to inject your ideas into a breaking news story and generate tons of media coverage, (2011, eMobi, ePub). Nick Morgan of Forbes notes that Scott and his publisher, Wiley, "point the way forward" by publishing this book only in electronic formats. He summarizes the idea of newsjacking as the timely creation of material for "the second paragraph" of a news story for journalists to incorporate. The first paragraph is for the basic facts: who-what-why-where-when. The second paragraph is about the implications of the story. Unlike hijacking, newsjacking is not a pejorative term.
- The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly, 3ed (2011). In an interview on Marketing Update, Scott stated that besides the fast pace of change in marketing, another motivation for the new edition was that the book had been incorporated into the curriculum of many universities. As a result he plans to publish a new edition in August every other year.
- Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect With Your Customers, and Create Products that Grow Your Business Now (2010). Drawing on Scott's earlier career as an up-to-the-second Wall Street trader, this book highlights how the timely creation of heart felt content can be more important than long leadtime polished pieces. Examples include the Dave CarrollSons of MaxwellSons of Maxwell is a Canadian music duo who perform both traditional Celtic folk music and original compositions with a pop-folk sound. The duo consists of brothers Don and Dave Carroll, originally from Timmins, Ontario, now living in Halifax, Nova Scotia...
United Breaks GuitarsUnited Breaks Guitars"United Breaks Guitars" is a song by Canadian musician Dave Carroll and his band, Sons of Maxwell. It chronicles a real-life experience of how his guitar was broken during a trip on United Airlines in 2008, and the subsequent reaction from the airline...
phenomenon. - Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History (2010). Coauthored with Brian HalliganBrian HalliganBrian Halligan is an executive and author. He is CEO and co-founder of HubSpot, a Cambridge, MA-based inbound marketing company. Halligan is also an Entrepreneur-In-Residence at MIT. He has co-authored two books on marketing.-Academia:...
, CEO of HubSpotHubSpotHubSpot is a venture-funded marketing software company based in Cambridge, Massachusetts. Its customer base grew from over 1,400 in July 2009 to over 3,600 in November 2010, mainly in the USA.-History:...
. Scott Kirsner, reviewing the book in the Boston Globe, mentions that the authors say they were inspired in part by an article in the Atlantic by Joshua GreenJoshua GreenJoshua Green is an American journalist who writes primarily on United States politics. He is currently senior national correspondent at Bloomberg Businessweek and a weekly columnist for the Boston Globe.-Education:...
. - The New Rules of Marketing and PR, 2ed (2010) won praise in The New York Times and Computerworld reviews.
- World Wide Rave (2009). To promote this book Scott created several videos including one evocative of the joyous Matt HardingMatt HardingMatthew "Matt" Harding , is an American traveler, video game designer, and Internet celebrity known as Dancing Matt for his viral videos that show him dancing in front of landmarks and street scenes in various international locations...
Where is Matt? series and a series of three in the workplace mockumentaryMockumentaryA mockumentary , is a type of film or television show in which fictitious events are presented in documentary format. These productions are often used to analyze or comment on current events and issues by using a fictitious setting, or to parody the documentary form itself...
style of both Ricky GervaisRicky GervaisRicky Dene Gervais is an English comedian, actor, director, radio presenter, producer, musician, and writer.Gervais achieved mainstream fame with his television series The Office and the subsequent series Extras, both of which he co-wrote and co-directed with friend and frequent collaborator...
's The OfficeThe Office (UK TV series)The Office is a British sitcom television series that was first broadcast in the United Kingdom on BBC Two on 9 July 2001. Created, written, and directed by Ricky Gervais and Stephen Merchant, the programme is about the day-to-day lives of office employees in the Slough branch of the fictitious...
and the Art of the Sale videos. Comedian Tim Washer plays in two of these series: as victim in the Art of the Sale, but switching roles to oppressor in Riding the Rave. - Tuned In (2008)
- The New Rules of Marketing and PR (2008). The first edition of this book was featured in the BusinessWeek Best Seller List and is published in more than 20 languages. Related to the book, Scott developed a one-day seminar called New Rules of Marketing, which is taught to corporate groups around the world.
- Cashing In With Content (2005)
- Eyeball Wars: A Novel of Dot-com Intrigue (2001)
Scott also wrote the foreword sections in The New Rules of Social Media, a series of books that he edits for John Wiley & Sons. The first five books in the series are:
- Inbound MarketingInbound marketingNote: The sole purpose of this article is to disambiguate two pairs of meanings of inbound and outbound marketing. Please see the linked articles for in-depth information on the respective meanings....
: Get Found Using Google, Social Media, and Blogs by Brian HalliganBrian HalliganBrian Halligan is an executive and author. He is CEO and co-founder of HubSpot, a Cambridge, MA-based inbound marketing company. Halligan is also an Entrepreneur-In-Residence at MIT. He has co-authored two books on marketing.-Academia:...
and Dharmesh Shah - Get Seen: Online Video Secrets to Building Your Business by Steve GarfieldSteve GarfieldSteve Garfield is a videographer and video blogger based in Boston, Massachusetts. One of the Internet's first video bloggers, Garfield began experimenting with the technique in 2002 and launched his own video blog on January 1, 2004....
- Social Media Metrics: How to Measure and Optimize Your Marketing Investment by Jim Sterne
- Beyond Viral: How to Promote and Sustain Your Brand with Online Video by Kevin NaltyKevin NaltyKevin Nalty is a YouTube comedian and partner based in Doylestown, Pennsylvania better known under his YouTube username Nalts. His YouTube Channel is one of the top-20 most-viewed comedy channels. He has more than 1,000 videos which, as of September 18, 2011, have been viewed more than 236 million...
- Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by Ann Handley and C.C. ChapmanC.C. ChapmanCharles "C.C." Chapman is a prominent figure in the community of podcasting, podsafe music, and new media.From a home studio in the Boston area, Chapman hosts the independent music-focused podcasts Accident Hash, , and the new media podcast, ...
He has also publishes online:
- Several E-bookE-bookAn electronic book is a book-length publication in digital form, consisting of text, images, or both, and produced on, published through, and readable on computers or other electronic devices. Sometimes the equivalent of a conventional printed book, e-books can also be born digital...
s - A blogBlogA blog is a type of website or part of a website supposed to be updated with new content from time to time. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in...
, Web Ink Now, which is ranked in AdAge Power 150 as one of the top marketing blogs - Articles in Huffington Post
- Contributing editor at EContent Magazine
Twitter town hall at the White House
On July 6th, 2011 TwitterTwitter
Twitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".Twitter was created in March 2006 by Jack Dorsey and launched that July...
hosted an online town hall at the White House where President Obama answered selected questions from members of Twitter. Scott's question was the second one of only twenty selected from over 119,000 tweets.
Corporate governance
Scott serves on the board of advisors of HubSpotHubSpot
HubSpot is a venture-funded marketing software company based in Cambridge, Massachusetts. Its customer base grew from over 1,400 in July 2009 to over 3,600 in November 2010, mainly in the USA.-History:...
, Eloqua
Eloqua
Eloqua Corp. is a marketing automation SaaS company which develops automated marketing and demand generation software and services for business-to-business marketers. The company has been described as a pioneer and industry leader in lead generation services....
, VisibleGains, Newstex, Converseon, Nashaquisset, the Massachusetts Air and Space Museum, and Grateful Dead Archive at UC Santa Cruz. He was formerly on the board of directors of Kadient (now merged with Sant) and NewsWatch (acquired by Yahoo! Japan).