Arment Dietrich

Book Review: ‘World Wide Rave’ by David Meerman Scott

By: Arment Dietrich | September 12, 2010 | 

When I saw David Meerman Scott, author of “The New Rules of Marketing and PR,” (affiliate link) speak at the Search Engine Strategies Conference in March, I was pretty impressed.  After learning about his six rules of the rave I was intrigued enough to wait in the long line to receive my free copy of his newest book, “World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories.” (affiliate link)

It took me until this month to pick it up off the shelf and actually read it, and I’m glad I waited because most of the examples were discussed during his keynote, but it was interesting enough to share some of the insight with you.

His six rules of the rave are as follows:

  1. Nobody cares about your products (except you)
  2. No coercion required
  3. Lose control
  4. Put down roots
  5. Create triggers that encourage people to share
  6. Point the world to your (virtual) doorstep

I gotta tell ya, I learned.  I learned to not care so much about the message, but to focus more on the communication.  I also learned what losing control really means and how beneficial it can be.  Out of the few books on social marketing I’ve read in the past year, I recommend this one.  It’s easy enough to follow through the examples but also high-level enough to push yourself into a new state of thinking.

His idea is a different kind of marketing.  In an interview I watched with him on YouTube, he explains you can hire sales people to make cold calls and knock on doors. You can spend a lot of money on advertising.  You can do media relations and push media to write about you.  OR you can create something (a trigger) that is “spreadable,” something people want to share.

Have you read it? If so, what triggers have you created? If not, read it and let me know!

  • I haven’t read it, and I don’t think I will. I see enough reviews of books now to get the message (especially “new marketing” books, which are all so similar I wonder if the authors share royalties).

    David makes the same statements as pretty much everyone else, and are they really correct?

    – “Nobody cares about your products (except you)”. I’ve seen a bunch of bloggers-turned-authors say the same thing. Is this really true, though? Do asthma sufferers not care about Ventolin? Do comic book fans not care about the original print of Watchmen? Do skyjumpers not care about the quality of their safety equipment? Consumers do care; saying they don’t is an easy get-out to sell your own stuff.

    – “Lose control”. Again, a popular war cry from so many social and new media purists. Really? Companies should give up everything they’ve worked hard to build over how many years? Right, that’ll go down well at the next shareholder meeting. Instead of losing control, how about having pro-active control over how you’re perceived? Perception is everything, and you can control that (or a very large part of it). Lose control suggests give up everything about you; loosen control is more apt.

    I’m glad you enjoyed, Mollie, and I’m sure it’s a decent book. I guess I’m just tired of hearing the same message from every book, every seminar, etc.

    Cheers 🙂

    • Molli Megasko

      Danny, thanks for your insight! I agree with you on the first point. You can gather a following that cares about your product, huh, have you ever heard of MacHeads?

      As for losing control, I don’t think Scott wants you to drop everything you’ve built, but more so, open up the door and let people in. Allow them to take things and share them. It goes right into his point about creating triggers.

      I agree that a lot of these “new marketing” books are all the same, but certain ones do tend to spark new ideas. Can you recommend any good ones worth my time?

      • “Triggers” have been available for years. Focus groups; open days; questionnaires on websites; follow-up calls from customer appreciation telephone teams. The idea isn’t new; it’s a shame so much “new media” think it is… 😉

        Two excellent books are:

        1. Friends with Benefits by Darren Barefoot and Julie Szabo –

        2. Baked In by Alex Bogusky and John Winsor –

        There’s a great example in Baked In about why “triggers” only work if the public is actually ready for them and susceptible to their ideas. It counters Malcolm Gladwell’s “Tipping Point” argument about influencers – great read.

      • PS – My bad on misspelling your name in my original comment, Molli – sorry! 🙂

  • Molli – thanks so much for standing in the long line and for writing about my book here. I appreciate it. Glad you enjoyed the book.

    Danny – One of your prominent blog tag lines is “building brand loyalty through community & engagement.” Couldn’t I say the same about that? “Danny makes the same statements as pretty much everyone else. I guess I’m just tired of hearing the same message from every blogger.”

    • You could indeed, David, and you wouldn’t be the first. That’s the beauty of opinion and open viewpoints.

      Thankfully, my clients know I back the echo chamber up 😉

    • Though, funnily enough, my thinking was that too. The new header on my in-process blog redesign reflects that.

      • Molli Megasko

        What’s the new “tagline” gonna read? Wanna tell us Spin Sucks readers first? 🙂

        • Well, since it’s the awesome Spin Sucks team, and I got your name wrong to begin with…. 😉

          “The Human Side of Media and the Social Side of Marketing”

  • Molli! You created controversy! 🙂 Hey guys! I think what you both are saying is there is a social media vacuum where everyone says the exact same thing.

    Danny, you know I respect the hell out of you and love everything you write.

    David, I LOVED “The New Rules of Marketing and PR,” but have not read “World Wide Rave.”

    I don’t think either of you talk into the social media vacuum and you both have distinct and very different voices from everyone else.

    But, it’s no surprise I want to write a book and, this morning during our staff meeting, we talked about it NOT being another marketing book or another leadership book. So point well taken by both of you…especially as I venture into writing some distinct and different.

    • Look forward to reading your book, miss, sure to be enjoyable.

      Controversy and differing points of view – funny how fine the line can be 😉