Pilon School of Business
Degree: Office Administration - Human Resources
Year of graduation: 1998
Scott Stratten is the President of Un-Marketing. He is an expert in viral, social, and authentic Marketing which he calls Un-Marketing. “It’s all about positioning yourself as a trusted expert in front of your target market, so when they have the need, they choose you,” explains Scott.
Formerly a music industry marketer, national sales training manager and a Professor at Sheridan’s Faculty of Business, Scott ran his agency for a nearly a decade before focusing solely on speaking at events. He has shared his insights with companies like PepsiCo, Adobe, Red Cross, Cirque du Soleil, Saks Fifth Avenue and Fidelity Investments, helping them guide their way through the social media and relationship marketing landscape.
Scott now has over 124,000 people following his daily rantings on Twitter and in 2012 was named one of the top five social media influencers in the world on Forbes.com. “It’s the only time I felt comfortable being compared to Ashton Kutcher, P Diddy and Justin Bieber,” says Scott.
His clients’ viral marketing videos have been viewed over 60 million times and he’s appeared in the Wall Street Journal, Huffington Post, USA Today, Entrepreneur Magazine, CNN.com and Fast Company. In 2010, Scott was named one of America’s 10 Marketing Gurus by Business Review USA.
His book, UnMarketing: Stop Marketing. Start Engaging, became a Globe and Mail #1 Business best-seller, as well as a National Post, Amazon.com, Amazon.ca and Amazon UK best-seller. It was also named one of the top business books of 2011 by 1-800-CEO READ and one of the top 10 books by Under30CEO.com in 2010. Both the paperback version of UnMarketing, and Scott’s second book will be released this year.
Although he is a marketing guru for the digital age, Scott still puts a great deal of stock in good old-fashioned relationship-building. “Every time you talk to somebody, every time you're at a conference, or online tweeting, you're marketing. Relationships mean everything in business. Burning a bridge isn't smart when you will eventually have to try and cross it down the road.”
As one who has clearly harnessed the power of the digital world, Scott offers this caveat to those who live online: “Never tweet, post on Facebook, text or email anything you don't want to see on a billboard with your name and cell number, particularly a billboard that your boss and your mom will drive by.”
Having been both a student and a teacher, Scott urges new Sheridan grads to be proud of their college education. “College programs give you insights and practical knowledge about business that is unmatched by other learning institutions. You are prepared to step into a job on day 1.”