This week, I had the pleasure of seeing Scott in person as he visited Orange County, California; stop 21 on a 30 city book tour. The event, sponsored by LinkedOC, brought together 300 people who understand (or want to understand) how to UNmarket. What's UNmarketing? Aside from being Scott's Twitter handle and the title of his new book, UnMarketing is the way we should all be engaging with customers in the marketplace. UnMarketing is the future.
I've followed Scott on Twitter for more than a year, I've watched his videos, and I've read his blog. It didn't take me long to realize Scott is a goofball who loves to play dress up (as evidenced by the hats, boas, and other get-ups he wears during his videos). But, Scott gets it. Big time. If your company is blowing it on the marketing or customer service fronts, they need to join the Church of UnMarketing. If there was ever a cult that you wouldn't mind being abducted by, this is it.
Now, I have a pad full of great notes from the event and as much as I'd like to regurgitate everything he said, I don't want to ruin it for you if you ever get the chance to hear him in person. If you've ever seen your most favorite comedian perform, I can say with complete confidence that he or she is not funnier than Scott. With great lines like, "Every time you ask for ROI on social media, a kitten dies," you know that Scott isn't just your run of the mill guy.
As new media changes the landscape, traditional marketers must come to the realization that engagement is powerful. You must stop marketing to your customers and, instead, speak with them. Listen to them, learn from them, and build a relationship with them. That's what UnMarketing is all about.
Want to join the cult, er club, and be an UNmarketer? Buy the book, follow him, and change it up. Then oust the Chief Marketing Officer at your company with your awesomeness. Trust me, it's Amber-approved.
