The Modern World: Spin Doctors & Ad Hacks

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I was recently asked to give a presentation on how those looking for a career in marketing, PR, or advertising should go about it. I chose to emphasize the importance of social media, both from a theoretical and practical framework -- i.e. what candidates should know about it, as well as how they should use it for their own personal branding.

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  • Imagine what the world of advertising or PR would be like if TV disappeared today. Marketing, PR, advertising… all of those disciplines maximize every available medium, and TV is just one of them…
  • It’s interactive It’s not just a top-down medium It’s also a bottom-up one And a peer-to-peer one… It doesn’t just let brand talk to consumers It also let’s consumers talk to brands And other consumers…
  • The Modern World: Spin Doctors & Ad Hacks

    1. 1. The Modern World: Spin Doctors & Ad Hacks
    2. 2. Imagine PR or Advertising if TV didn’t exist.
    3. 3. The Internet 2 Kinds of Different
    4. 4. The Multi-Medium <ul><li>Text </li></ul><ul><li>Audio </li></ul><ul><li>Video </li></ul>
    5. 5. Multi Direction Medium
    6. 6. The Social Medium <ul><li>Brands talk to Consumers… </li></ul><ul><li>Consumers talk to Brands… </li></ul><ul><li>Consumers talk to other Consumers… </li></ul>
    7. 7. Word of Mouth Then
    8. 8. Word of Mouth Now
    9. 9. The Result… <ul><li>14% of people trust ads. </li></ul><ul><li>78% of people trust consumer </li></ul><ul><li>recommendations </li></ul><ul><li>Source: Nielsen Global Trust in Advertising Survey, 2007. </li></ul>
    10. 10. &quot;Your brand is not what you say it is. It's what Google says it is.&quot; -- Chris Anderson Editor, Wired Magazine Author, The Long Tail
    11. 11. Social Media Marketing Public Relations Advertising Branding
    12. 12. Tools <ul><li>Personal Brand </li></ul><ul><li>Blog </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul>
    13. 13. Training <ul><li>Find Your Community </li></ul><ul><li>Follow </li></ul><ul><li>Listen (3 months) </li></ul><ul><li>Comment </li></ul><ul><li>Contribute </li></ul>
    14. 14. Homework for Everyone <ul><li>SEO </li></ul><ul><li>RSS </li></ul><ul><li>Creative Commons </li></ul><ul><li>API </li></ul><ul><li>Meme </li></ul>
    15. 15. Homework for Admen <ul><li>CPM </li></ul><ul><li>CPC </li></ul><ul><li>CPA </li></ul>
    16. 16. Office Hours <ul><li>CT Moore </li></ul><ul><li>[email_address] </li></ul><ul><li>www.GypsyBandito.com </li></ul><ul><li>www.SlideShare.net/gypsybandito </li></ul>

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