Tag Archives: viralmarketing

76: Spread the Viral Love

This week, our hosts talk about viral marketing and questionable PR practices. Paul’s new book, Secrets of Social Media Marketing, shipped from the printer this week. More than 20 reviews have already appeared on blogs, Twitter and the reviews section of the book site. The reason? Publisher Quill Driver Books distributed nearly 5,500 copies in print and PDF form in the two months prior to its release. Remarkably, most of the awareness spread by word of mouth. Paul notes that only 250 people registered for the free PDF, yet more than 5,200 copies were actually downloaded, a ratio of nearly 21:1. Was it a smart idea to give away a book that costs $11 in print? The jury is still out, but Secrets has been as high as 8,000 on Amazon before its actual release, indicating that awareness is high.

David has been writing for The New York Times, among other outlets. He tells the story of a Dutch auto company that ignored his repeated requests for an interview. Why a small company would turn down an opportunity to be featured in one of the world’s most important newspapers befuddles him. Paul has had similar experiences recently. Has traditional media lost that much luster? Paul and David doubt it. They think the level of PR professionalism is sinking.

Stick around for outtakes at the end of this program.

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