The Public in the Machine Using the Latest Online Tools That Put PR in the Driver’s Seat Ed Schipul Schipul - The Web Marketing Company www.schipul.com

Using the Latest Online Tools That

Put PR in the Driver’s Seat

A virtual conference on the RPG Second Life

Humans in the Machine

How’d They Get In There? User-generated content rules Why do these new PR trends matter? Naked Conversations - the new PR

User-generated content rules

Why do these new PR trends matter?

Naked Conversations - the new PR

The Internet as a Conversation Source: http://www.sifry.com/alerts/archives/000493.html

Yes, and ...

User-generated content USERS add and edit content Relinquishing control Joining the conversation Distributed authoring means: Source: http://www.sifry.com/alerts/archives/000493.html 2. Engadget ( www.engadget.com ) 2. BoingBoing ( www.boingboing.n et ) 3. Gizmodo ( w ww.gizmodo.com) 4. LifeHacker ( w ww.lifehacker.c om )

USERS add and edit content

Relinquishing control

Joining the conversation

Levi commercials put your face on it! Levi’s allowed users to create their own videos with their faces and alternate endings - Funniest videos won $100 gift cards Watch an ad: http://www.youtube.com/watch?v=SPNPYkl20mc

Threadless Thousands of users create, vote on and buy the t-shirts they like best! www.threadless.com

Lather up! Dove gets user-submitted commercials to air during 2007 Academy Awards http://www.dovecreamoil.com /

Welcome to the Blogosphere How do Blogs make good PR sense? Interactive Conversational Cost-effective Powerful connectors http://www.blogmaverick.com /

How do Blogs make good PR sense?

Interactive

Conversational

Cost-effective

Powerful connectors

Walmarting Across America Disclosure is key! Disclosure is key! Lessons learned: Blog integrity matters Don’t be a flogger Transparency! www.walmartingacrossamerica.com

Lessons learned:

Blog integrity matters

Don’t be a flogger

Transparency!

What does the Blogosphere say about you? Technorati search: www.technorati.com Google Trends search: http://www.google.com/trends

Podcasting makes for good PR Go beyond the press release Get creative with ‘Golden Tickets’ to encourage regular listeners http://www.forimmediaterelease. biz/ http://www.podshow.com /

Go beyond the press release

Get creative with ‘Golden Tickets’ to encourage regular listeners

Supreme efficiency with RSS

Opportunities in the New PR Focus on strategy It is a conversation - you have a voice PR is truly PUBLIC relations

Focus on strategy

It is a conversation - you have a voice

PR is truly PUBLIC relations

Recommended Micropersuasion Blog ( www.micropersuasion.com ) IdeaGrove Blog ( www.ideagrove.com/blog ) Richard Edelman 6 A.M. Blog ( http://www.edelman.com/speak_up/blog/ ) Naked Conversations book The World is Flat book

Micropersuasion Blog ( www.micropersuasion.com )

IdeaGrove Blog ( www.ideagrove.com/blog )

Richard Edelman 6 A.M. Blog ( http://www.edelman.com/speak_up/blog/ )

Naked Conversations book

The World is Flat book

Opportunities in the New PR Humans in the Machine - think Strategy It is a conversation - “yes, and” PR is truly PUBLIC relations

Humans in the Machine - think Strategy

It is a conversation - “yes, and”

PR is truly PUBLIC relations

Thank you! Ed Schipul, CEO Schipul - The Web Marketing Company www.schipul.com www.brandtobede termined.com v. (281) 497.6 567