P Dms Multiscope Amsterdam

The New Rules of Marketing & PR David Meerman Scott @dmscott @dmscott / #MP2010

@dmscott / #MP2010

Image credit: engincamp.blogspot.com/ @dmscott / #MP2010

Do the new rules of marketing & PR work worldwide ? @dmscott / #MP2010

Image credit: engincamp.blogspot.com/ @dmscott / #MP2010

@dmscott / #MP2010

fear @dmscott / #MP2010

@dmscott / #MP2010

@dmscott / #MP2010 “ We looked up cosmetic dentist on the web, and liked what we saw on your web site” -- Ben Affleck

@dmscott / #MP2010

You must unlearn what you have learned. Yoda Star Wars: Episode V - The Empire Strikes Back @dmscott / #MP2010

✓ Buyer Personas
Earn Attention
Encourage Sharing
✓ Manage Fear
@dmscott / #MP2010

✓ Buyer Personas @dmscott / #MP2010

@dmscott / #MP2010

Hotel buyer personas Event planner Businessperson Corporate travel manager Couple organizing a wedding Family choosing a vacation spot @dmscott / #MP2010

Photo courtesy thestranger.com @dmscott / #MP2010

Photos courtesy .theparentcompany.co.uk and guardian.co.uk @dmscott / #MP2010

Photo courtesy pedalsbicycles.com @dmscott / #MP2010

@dmscott / #MP2010

What do you want buyers to believe? Example: “ Gatorade improves your athletic performance.” @dmscott / #MP2010

@dmscott / #MP2010

✓ Earn Attention @dmscott / #MP2010

Old rule: BUY your way in with advertising @dmscott / #MP2010

Old rule: BEG your way in with the media @dmscott / #MP2010 = ?

Old rule: BUG your in way by selling Image credits cardealers.ltd.uk / gizmag.com / publicradio.org @dmscott / #MP2010

New rule: EARN Attention by Publishing your way in @dmscott / #MP2010

TechWiseTV from Cisco @dmscott / #MP2010 “Information you can use from Geeks you can Trust”

TechWiseTV from Cisco @dmscott / #MP2010

@dmscott / #MP2010

On the web, you ARE what you publish… @dmscott / #MP2010

✓ Encourage Sharing @dmscott / #MP2010

Word-of-mouse @dmscott / #MP2010

@dmscott / #MP2010

What does this company do? [Company X (Nasdaq: XXXX)] provides business integration software to integrate, assemble and optimize available IT assets to drive business process productivity. [Company X] delivers an innovative, enterprise-class business integration platform that incorporates proven integration technology with next generation capabilities into one interoperable set of tools that delivers a unique combination of efficiency, agility and control. @dmscott / #MP2010

@dmscott / #MP2010

@dmscott / #MP2010 Company Overview Since its founding, Company Y has remained faithful in its commitment to producing unparalleled entertainment experiences based on its rich legacy of quality creative content and exceptional storytelling. Today, Company Y is divided into four major business segments… Each segment consists of integrated, well-connected businesses that operate in concert to maximize exposure and growth worldwide.

@dmscott / #MP2010 Company Overview Since its founding, The Walt Disney Company has remained faithful in its commitment to producing unparalleled entertainment experiences based on its rich legacy of quality creative content and exceptional storytelling. Today, Disney is divided into four major business segments… Each segment consists of integrated, well-connected businesses that operate in concert to maximize exposure and growth worldwide.

Image: shutterstock Who the hell ARE these people? @dmscott / #MP2010

@dmscott / #MP2010 Image: Shutterstock / Kurhan Does she REALLY work at your company?

Hey IBM: Who is the bald headed dude?? @dmscott / #MP2010

If possible, use employees @dmscott / #MP2010

@dmscott / #MP2010

Speak to your buyers in their language, not yours… @dmscott / #MP2010

@dmscott / #MP2010

Parents against reprehensible metal music @dmscott / #MP2010

… links to Toyota Matrix @dmscott / #MP2010

@dmscott / #MP2010

The BACK button is the 3 rd most used Web feature . Not quite the average: An empirical study of Web use Weinreich, Obendorf, Herder, & Mayer - University of Hamburg, Germany @dmscott / #MP2010

@dmscott / #MP2010 Photo: Erin Weed via Flickr

@dmscott / #MP2010

@dmscott / #MP2010 Photo: Erin Weed via Flickr

@dmscott / #MP2010

Old rules of measurement Press Clips Sales Leads @dmscott / #MP2010

New ways buyers solve problems @dmscott / #MP2010

@dmscott / #MP2010

“ Henry Posner saves the day. B&H is…like the Tina Turner song…Simply the Best.” “ Wow. What a treat to have Henry Posner of B&H here!!!” @dmscott / #MP2010

South-by-Southwest blogger lounge @dmscott / #MP2010

@dmscott / #MP2010

Thousands of Bloggers @dmscott / #MP2010

Hundreds of mainstream media stories @dmscott / #MP2010

@dmscott / #MP2010 “ 34 percent increase in flight bookings.” "The results so far are outstanding, especially considering current economic difficulties.” Preliminary results Peter Lawlor Queensland, Australia State Tourism Minister

✓ Manage Fear @dmscott / #MP2010

fear @dmscott / #MP2010

“ Hang on!…”
“ We’re ____________________”
“ We can’t put videos on YouTube.”
“ We can’t blog.”
“ Our customers won’t understand.”
“ Our bosses won’t let us.”
@dmscott / #MP2010

@dmscott

“ We want 330,000 people to be in Public Affairs.” Colonel Michael G. Caldwell acting director of public affairs for the United States Air Force @dmscott

@dmscott

@dmscott / #EE09

@dmscott / #EE09 Brand Journalism Photos Videos Social media

@dmscott / #EE09

@dmscott / #MP2010 Toilet marketing

Say “no” to dirt @dmscott / #MP2010

@dmscott / #MP2010

( Except control ) @dmscott / #MP2010

Site: www.DavidMeermanScott.com Blog: www.WebInkNow.com Twitter : dmscott David Meerman Scott @dmscott / #MP2010

@dmscott / #MP2010

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P Dms Multiscope Amsterdam

by Marketingfacts on Feb 07, 2010

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P Dms Multiscope Amsterdam — Presentation Transcript