World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories

A World Wide Rave 2

Rules of the Rave 3

Telling stories 7

When 7 = 350,000,000 7

Tapping the enthusiasm of millions of fans 9

The World Wide Rave empowers you 12

You must ignore the old rules of advertising and PR 13

We are the world 14

A dream come true 15

Fear not: You, too, can create a World Wide Rave 16

Girls fight back! 17

Get out your mobile phones! 19

Nobody Cares About Your Products (Except You) 23

Understand buyer personas to trigger a World Wide Rave 24

I love a good audit 25

Stupid cancer: I’m too young for this! 29

Forget about your products 31

Are you a talent fanatic? 36

How big is your “world”? 38

A resume? or an e-book? 40

What about business-to-business e-books? 44

How to make your e-book a World Wide Rave 46

Sex, shaving, and your oral health 48

E-book your way to fame and fortune 49

You can’t do that with the Yellow Pages 50

When not to have sex (in your e-book) 53

A local World Wide Rave 54

People want to do business with people 56

No Coercion Required 59

Unscrupulous marketing techniques 60

Careful: Dodgy “viral marketing” sucks 62

Ad agencies beware: Your viral campaign may be against the law 64

Viral marketing is rarely a World Wide Rave 66

Lose Control 67

No strings required 68

A top-ten unsigned band on myspace 70

The Grateful Dead? or Led Zeppelin? 75

A World Wide Rave is not about sales leads 77

Return on investment is just an excuse 80

But we can’t do that! 81

Sold out, so what! 84

Online video and the World Wide Rave 85

Let’s be honest 89

Block social media sites at your own peril 92

Do you trust your employees? 93

We’re talking about people, not technology 94

IBM’s social computing guidelines 96

New York Islanders win big 97

Do you work for a company that blocks access? 99

Put Down Roots 101

When friends trigger a World Wide Rave 102

Anyone can trigger a World Wide Rave 103

Thousands of fans; one random youth soccer team 105

Facebook applications: Where’s your widget? 108

How many cities have you visited? 109

Are you on Twitter yet? 111

Social networking and a World Wide Rave 113

World Wide Rant: When buzz turns negative 115

US Airways: Coffee, tea, or a credit card application? 116

Participating in social media 118

Preventing a World Wide Rant 120

How to monitor and participate in social media 121

Create Triggers that Encourage People to Share 123

Nothing is guaranteed to be a World Wide Rave 124

Think like a venture capitalist 125

Triggerstorm: Ideas for triggering a World Wide Rave 128

Grade your web site 129

A tool for spreading your ideas 132

What hairstyle is best for you? 132

When your product itself is your trigger 133

Rate your internship experience 134

Be first and be fast 137

A worldwide virtual event 139

An aerospace lecture at the gym 142

Create a contest, you might trigger a rave 145

Enter a contest, you might win 146

Showcase your customers 149

Creativity and imagination required 151

Point the World to Your (Virtual) Doorstep 153

You can’t trigger a World Wide Rave if you’re invisible 154

Number 1 search result on Google 155

Quoted all over the web 157

Controlling the uncontrollable 160

Do not read this part of the book 161

Hire a journalist 164

When the world comes to you 167

Stop making excuses 173

Where the hell is Matt? 175

What do you have to lose? 178

Quit your job 178

Your Challenges (A Review) 184

Index 187

About the Author 192

Acknowledgments 193

David Meerman Scott, live at your event! 194