Saturday, September 08, 2007

Five Marketing Secrets from Apple

Steve Chazin, a marketing executive with Apple, recently launched a blog called MarketingApple with the able assistance of David Meerman Scott, who himself is the author of The New Rules of Marketing and PR and a long-time member of the social media sphere.

In addition to his blog, Steve has written an ebook - styled in the cool and classic Apple look & feel that we've all come to expect - in which he outlines the five marketing secrets that have catapulted Apple to success. Well, they're not so much secrets as astute observations based on everything that Apple has done right.

Each one deserves to be read through in its entirety, but the summary is as follows:

Don't Sell Products. People buy what other people have
Never Be the First to Market. Make something good better
Empower Early Adopters. Help your customers help you
Make Your Message Memorable. Boil your idea down to its syrupy goodness
Go One Step Further. Surprise and delight your customers

While Steve is no longer with Apple, he's using this blog/ebook approach to clearly demonstrate his knowledge of marketing; but with it comes a tacit demonstration that he also understands and embraces social media. He's using social media to prove social media. That is, he's having people help him with his own marketing efforts.

Labels: Apple, Marketing, social media

Posted by Scott Monty at 12:15 AM

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Comments:

At 9/08/2007 11:12 PM, Technoguide said...: Scott,

Thanks for the blog post. Social media really is changing the world. When Apple started there was no 'Net - now anyone who has an idea can be heard. Truly remarkable - and truly the "power to be your best" if I can recall Apple's first truly memorable slogan.

Thanks again.

Steve

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About Scott

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The best way to describe Scott is "Renaissance Man." Friends and colleagues that know Scott from one facet of his life are very frequently surprised to learn of his interests and talents in other areas.

Scott is a marketing and communications professional focused on the digital industry — specifically on social media. His career spans a number of industries such as healthcare, pharma, biotech, travel, automotive, tech, and communications, and includes a wide range of clients, from start-ups to Fortune 500 companies.

Currently on the staff of corporate communications in Ford Motor Company, Scott heads up the social media function and holds the title Global Digital & Multimedia Communications Manager. He is a strategic advisor on all social media activities across the company, from blogger relations to marketing support, customer service to internal communications and more, as social media is being integrated into many facets of Ford business.

Prior to joining Ford, Scott served as Consigliere for crayon and spent a number of years with PJA Advertising + Marketing, a boutique BtoB agency specializing in health sciences & high tech.

In addition to his consulting and agency background, Scott is an active blogger and podcaster. He writes about the intersection of advertising, marketing and PR at The Social Media Marketing Blog and also writes The Baker Street Blog, a literary undertaking. Scott has been featured in numerous news and business publications, on a variety of podcasts, and on national television. Scott is a recognized thought leader in the social media industry and frequently speaks at industry events.

Scott received his Master's in Medical Science from Boston University's School of Medicine concurrently with his MBA from BU's Graduate School of Management. He lives in the greater Detroit area with his wife and two young sons, golfs all too infrequently, and has a hidden talent for voice over work.

Oh, and one last little-known fact: Scott coined the term "tweetup."

You may download a headshot here, courtesy of C.C. Chapman and a PDF version of Scott's bio here.

Books in which Scott's work is featured:
Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements
Open Leadership: How Social Technology Can Transform the Way You Lead
MicroMarketing: Get Big Results by Thinking and Acting Small
Spend Shift: How the Post-Crisis Values Revolution Is Changing the Way We Buy, Sell and Live
Power Friending: Demystifying Social Media to Grow Your Business
The New Rules of Marketing & PR
Twitterville
Six Pixels of Separation
Monkeys with Typewriters
Read This First
World Wide Rave
Get Seen

Disclosures/Relationships

Scott is on the Advisory board of SavvyAuntie
Scott is on the Advisory board of Business Smart Tools
Scott is a judge for the SAMMY Awards
Scott is on the Advisory board of The Hive Awards
Named one of iMedia's 25 Top Internet Marketing Leaders & Innovators
This blog's content is also syndicated on Social Media Today
Plaid occasionally does web work for me and designed this site
No animals were harmed in the making of this blog.

Speaking Events

Scott speaks on social media at events, seminars and conferences around the world. His topic generally focuses on corporate use of social media, becoming an online spokesperson, and specifically on the progress that Ford has made in the recent past. If you're interested in booking Scott to speak at your event, please click here to submit a speaking request. Scott's bio and headshot can be found in the "About Scott" tab above.

Some previous engagements include:

BlogWell - How Big Companies Use Social Media - Minneapolis - August 13

Who is Scott Monty?

Hi, I'm Scott. I'm the head of social media for Ford Motor Company. This is my personal blog, where I share my perspectives on social media - the convergence of marketing, advertising and PR on the Web - for marketers, agencies, the enterprise and the individual. This blog contains my personal views.