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Episode Summary
When it comes to gaining visibility
for your organization or cause, you can take advice from David
Meerman Scott, a fellow DeadHead and founder of the newsjacking
movement.We’ll also discuss how to piggyback off of news stories
and leverage trending topics.In this podcast, David explains how you can use
the news cycle to your advantage and boost the reach and impact of
your message. Through hashtag searches, news alerts, and some
self-awareness, you and your organization can build a formidable
system for drawing attention to your message and creating
conversations around it.The
key is to focus on speed, accuracy, and credibility to add value to
the stories. Controversial topics are fair game, but be sure to
think how your comments can be construed by people with different
points of view in order to avoid offending others.Basically, creating content that’s
related to breaking stories is a great way to put your organization
and your cause under the spotlight. But one important thing to take
note of is to make sure that everyone on your team is on the same
page. The ability to create a dedicated website related to the
event is key to a successful fundraising campaign.This goes in line with some of the
topics discussed in “Brick by Brick” where we explore the
importance of having a streamlined, up-to-date website that funnels
visitors through various calls to action helps increase the number
of donors to our cause. Another chapter also touches on the
importance of effective storytelling by sharing a brief concept
that suggests that storytelling helps people nurture relationships
with one another and how, like all stories, they can be shared with
one another in many ways through blogs, down to word of
mouth.Listen in as we
discuss community engagement, social identity theory, the best ways
to get started and how to avoid stepping over the line when it
comes to your brand, along with a bit of Grateful Dead and current
events like the Olympics and the #MeToo movement.
About David Meerman Scott
David Meerman Scott is an internationally acclaimed strategist,
whose books and blog are must-reads for professionals seeking to
generate attention in ways that grow their business. Scott’s advice
and insights help people, products and organizations stand out, get
noticed and capture hearts and minds. He is author or co-author of
ten books – three are international bestsellers.
The New Rules of Marketing & PR, now in its 6th edition,
has been translated into 29 languages and is used as a text in
hundreds of universities and business schools worldwide. Scott also
authored Real-Time
Marketing & PR, a Wall Street Journal bestseller,
Newsjacking,World
Wide Rave, and the new hit book The New Rules of Sales &
Service. He co-authored Marketing
the Moon(now in production as a feature-length film)
and
Marketing Lessons from The Grateful Dead. He serves as an
advisor to select emerging companies who are working to transform
their industries by delivering disruptive products and services.
His advisory clients include HubSpot (NYSE: HUBS), where he also
serves as Marketer in Residence. In past advisory work, he
contributed to successful companies as a member of the board of
directors of NewsWatch KK (sale to Yahoo Japan) and Kadient (merged
with Sant) and served on the board of advisors of Eloqua (IPO in
mid-2012 and sale to Oracle in early 2013) and GrabCAD (sale
to Stratasys in 2014). [av_button_big label='Join the Grow
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About the Podcast
The Grow Your Non-Profit Podcast helps inspired non-profits build and engage their communities so they can improve their online fundraising without tech overwhelm or marketing hype.