At Microsoft's Worldwide Partner Conference in July, Bernd Hoeck, founder of bloodsugarmagic, had the chance to meet marketing expert David Meerman Scott, who also held several speeches at the conference. David is considered as being one of the "inventors" of the marketing trend newsjacking. He kindly answered a few questions for us on this topic.
Interview with David Meerman Scott on Trends in Newsjacking
1.
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/
Press
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1
Interview
with
David
Meerman
Scott
on
Trends
in
Newsjacking
At
Microsoft's
Worldwide
Partner
Conference
in
July,
Bernd
Hoeck,
founder
of
bloodsugarmagic,
had
the
chance
to
meet
marketing
expert
David
Meerman
Scott,
who
also
held
several
speeches
at
the
conference.
David
is
considered
as
being
one
of
the
"inventors"
of
the
marketing
trend
newsjacking.
He
kindly
answered
a
few
questions
for
us
on
this
topic.
Villingen-‐Schwenningen
(D),
August
27,
2014
–
bloodsugarmagic:
David,
you
are
one
of
the
intellectual
fathers
of
newsjacking
and
monitor
the
trend
since
years.
What
has
changed
over
the
last
1-‐2
years
in
using
newsjacking?
David:
What
I’ve
noticed
recently
is
that
almost
everybody
talking
about
newsjacking
is
doing
so
about
events
that
you
can
predict
the
timing
of.
While
I
am
encouraged
by
people
newsjacking
the
World
Cup
and
other
events
where
we
know
the
timing,
I
think
the
bigger
opportunity
is
when
something
unexpected
happens
and
you
can
jump
in
when
nobody
else
is
paying
attention.
By
the
way,
congratulations
to
Germany
on
the
World
Cup.
I
think
Lufthansa
did
a
great
job
newsjacking
-‐
this
went
out
at
the
moment
Germany
clinched
the
title.
bloodsugarmagic:
Would
you
share
your
favorite
newsjacking
example
of
the
last
twelve
months
in
the
IT
industry
with
us?
David:
The
Eloqua
example
is
still
my
favorite
but
it
was
from
2010.
I
love
it
because
the
company
can
quantify
that
they
made
a
million
dollars
in
new
business
from
one
blog
post.
(Real-‐time
blog
post
gets
Eloqua
CEO
tons
of
B2B
ink
http://www.webinknow.com/2010/06/real-‐time-‐blog-‐post-‐gets-‐eloqua-‐ceo-‐tons-‐of-‐b2b-‐ink.html
One
evening
in
May
2010,
Oracle
announced
the
acquisition
of
Market2Lead,
one
of
the
competitors
of
Eloqua.
The
news
included
basically
no
further
information,
no
context.
Joe
Payne,
by
the
time
CEO
of
Eloqua
sat
down
this
precise
evening
and
wrote
a
blog
post
on
the
Eloqua
website
explaining
what
this
deal
meant
for
the
marketplace.
When
journalists
came
into
their
offices
the
next
day
they
started
searching
for
additional
information
to
write
their
Oracle
story
and
what
they
found
was
Payne's
blog
post.
That
way,
suddenly
Eloqua
was
also
part
of
the
discussion.)
bloodsugarmagic:
Do
you
see
differences
in
the
use
of
newsjacking
in
Europe
and
the
US?
David:
No.
I
don’t
think
there
is
any
difference
at
all.
I’ve
seen
people
successfully
newsjack
from
many
different
countries.
Your
goal
with
newsjacking
is
to
get
your
take
on
a
breaking
news
story
in
front
of
journalists
at
the
moment
they
are
looking
for
additional
information
to
put
in
their
stories.
And
journalists
everywhere
are
looking.
Google,
Bing,
and
other
search
engines
now
index
in
real-‐time,
which
means
that
your
blog
post
or
update
to
your
online
media
room
will
instantly
appear
in
search
results.
This
capability
allows
journalists
working
on
a
fast-‐moving
story
to
find
your
post.
The
beauty
of
this
technique
is
that
2.
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2
reporters
are
looking
for
you
by
searching
for
keywords
and
phrases
of
the
moment
as
they
write
their
stories.
Many
journalists
also
use
Google
Alerts,
which
email
them
whenever
certain
keywords
and
phrases
appear
in
blogs
or
on
websites.
To
get
found
in
this
way,
as
reporters
are
looking
for
experts,
you’ve
got
to
post
your
take
on
a
story
right
now.
Not
tomorrow.
Not
this
afternoon.
Now.
Make
sure
to
feature
appropriate
keywords
and
phrases
that
journalists
are
likely
to
enter,
and
write
your
headline
so
it
clearly
shows
reporters
that
you
have
a
fresh
and
compelling
take
on
the
story.
bloodsugarmagic:
The
real-‐time
mindset
started
in
PR
and
marketing.
Do
you
see
other
areas
like
i.e.
sales
where
it
should
be
used?
David:
The
real-‐time
mindset
recognizes
the
importance
of
speed.
It
is
an
attitude
to
business
(and
to
life)
that
emphasizes
moving
quickly
when
the
time
is
right.
Developing
a
real-‐time
mindset
is
not
an
either/or
proposition.
I’m
not
saying
you
should
abandon
your
current
business
planning
process.
Nor
do
I
advocate
allowing
your
team
to
run
off
barking
at
every
car
that
drives
by.
Focus
and
collaboration
are
essential.
The
smart
answer
is
to
adopt
a
both/and
approach,
covering
the
spectrum
from
thorough
to
nimble.
Recognize
when
you
need
to
throw
the
playbook
aside,
and
develop
the
capacity
to
react
quickly
no
matter
if
you
are
in
PR,
marketing,
sales,
or
customer
service.
An
immensely
powerful
competitive
advantage
flows
to
organizations
whose
people
understand
the
power
of
real-‐time
information.
bloodsugarmagic:
We
heard
that
you
will
publish
a
new
book
in
autumn.
What
is
it
about?
David:
Yes!
The
new
book
is
"The
New
Rules
of
Sales
and
Service:
How
to
Use
Agile
Selling,
Real-‐Time
Customer
Engagement,
Big
Data,
Content,
and
Storytelling
to
Grow
Your
Business”
and
it
extends
my
ideas
into
the
sales
and
service
areas.
The
basics
are:
Authentic
storytelling
sets
the
tone
with
content
as
the
link
between
companies
and
customers.
Big
data
enables
a
more
scientific
approach
to
sales
and
service.
Agile
selling
brings
new
business
to
your
company,
and
real-‐time
engagement
keeps
customers
happy.
The
New
Rules
of
Sales
&
Service
is
neither
an
update
nor
a
sequel
to
The
New
Rules
of
Marketing
&
PR;
rather
it
complements
the
earlier
book.
Each
book
focuses
on
and
outlines
different
strategies:
Marketing
and
PR
use
online
content
to
reach
many
buyers
at
once;
Sales
and
Service
use
online
content
to
reach
buyers
one
at
a
time.
The
New
Rules
of
Sales
&
Service
tailors
its
strategies
and
tactics
to
reflect
this
difference.
Thank
you,
David!
(David
has
been
interviewed
by
Bernd
Hoeck,
bloodsugarmagic)
Summary
At
Microsoft's
Worldwide
Partner
Conference
in
July,
Bernd
Hoeck,
founder
of
bloodsugarmagic,
had
the
chance
to
meet
marketing
expert
David
Meerman
Scott,
who
also
held
several
speeches
at
the
conference.
David
is
considered
as
being
one
of
the
"inventors"
of
the
marketing
trend
newsjacking.
He
kindly
answered
a
few
questions
for
us
on
this
topic.
Keywords
Newsjacking,
David
Meerman
Scott,
Real-‐time
PR,
Real-‐time
Marketing
3.
News
/
Press
Release
Page
3
Contact
Mr
Bernd
Hoeck,
Managing
Partner
+49
7721
9461
220,
bernd.hoeck@bloodsugarmagic.com
bloodsugarmagic
GmbH
&
Co.
KG
Gerberstr.
63,
D-‐78050
Villingen-‐Schwenningen,
Germany
http://www.bloodsugarmagic.com
About
bloodsugarmagic
bloodsugarmagic
is
an
international
network
of
experts
in
positioning,
marketing
programs
and
go-‐
to-‐market
strategies
for
IT
companies.
We
offer
all
that
is
needed
for
IT
companies
wanting
to
either
enter
a
new
market
or
to
boost
their
market
performance
in
existing
markets
with
new
positioning,
messages
and
a
unique
selling
proposition
that
resonates.
Based
on
many
years
of
practical
experience
in
marketing,
business
development
and
sales
with
leading
IT
companies,
we
support
and
guide
these
companies
by
creating
unique
and
compelling
positioning
based
on
the
organization’s
specific
strengths.
bloodsugarmagic
adapts
each
story
and
messaging
framework
to
apply
to
the
local
market
while
offering
ready-‐to-‐run
campaigns
and
services
for
fast
results.
Being
truly
transatlantic
with
offices
in
Germany
and
the
US,
bloodsugarmagic
combines
international
reach
with
local
market
insight
and
networks
to
deliver
unprecedented
success
upon
a
new
market
entry.
Our
clients
span
medium-‐sized
IT
companies
and
global
IT
players
from
the
United
States
and
the
DACH
region
(Germany,
Austria,
Switzerland).
Please
find
more
information
at
www.bloodsugarmagic.com
