Remember when CoCo started tweeting?

Now, he has nearly sold out his upcoming comedy tour - without any traditional advertising and just a few Twitter messages to his 600,000+ followers.

In my new book, THE ON-DEMAND BRAND (out April 28 from AMACOM), I look at the dynamics of successful campaigns using social networks like Twitter. O'Brien's exhibits a few of the most important - and least accepted - notions inherent in social media marketing:

1. The most successful soc-net brands are existing, hugely popular offline brands.

2. The most successful initiatives are events based, not merely stream-of-consciousness. In Twitter's case, Twitter-only offers seem to be a driving force. Just as Dell sells millions by making limited time, Twitter-only offers, CoCo's done the same thing with an avid fan base that never really materialized for him at 11:30 on NBC.

CoCo has just discovered his plugged-in, tech-savvy audience was just waiting for him to reach out to their world instead of only enticing them to his.

Can ChatRoulette be far behind?

Read more about the book here, and more about CoCo's terrific Twitter adventure, here. 

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"... EXCELLENT  ..."

 “Through persuasive arguments and Q&A’s with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas.” – Publishers Weekly

>>> IN STORES APRIL 28 - READ MORE HERE <<<

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