Engaging Influencers in a Post-PR World Using Non-TraditionalMethods of Abstraction and IntuitionMike Maney@the_spinmdmaney...
Who the !@#$ are we kidding?
Don’t Be aPR Fluffer.#noprfluffers           Mike Maney         @the_spinmd       maneydigital.com
I promise a picture of real barenaked ladies      before this presentation is over.
It only seems like traditionalMARKETING / PR / ADVERTISING              are dead.
#1: Walk the talk.“The runway for when a PR personhands-off to the actual expert has nowgotten longer.” - @helmke
Lead your spokespeople to water.
Live the firehose. Love the firehose.
#2: Be human.
SOCIAL   MEDIA
Don’t take yourself(or your business)so seriously
#3: Stop SellingIn many cases, the best marketing is no marketing.
When everyone else is                             Dont view influenceselling something, be the                             ...
Early in the games, Nike scored a public relations coup after Egyptianathletes were discovered parading in counterfeit Nik...
• Active in local* social media communities,   not just their own.• Embraced community.• Visible around town.• Makes me wa...
#4: Always go big.
Get mad atcomplacency.
Be helpful.
Participate, don’t sponsor.                                To their credit, the primary concern of                        ...
and, for the love of theFlying Spaghetti Monster...HAVE FUN!
First stop, @riverhorsebrew
Next stop, @dogfishbeer
...and then @OldBurnsideBrew
And a final stop at @harpoon_brewery
#5: Don’t fear corporate jail
Sometimes this is theslide you need.
#6: Have the  conversationseveryone else is  afraid to have.
The first rule of Flight Club is don’t talk about Flight Club. A salon-style gathering of industry influencers organized to ...
Transformational leaders dont start by denying the world around them. Instead, theydescribe a future theyd like to create ...
#7: Make ‘emremember you.
Be awesome. Not boring. Take a                                                                                            ...
5 last things to remember
INTERMISSIONWhich do you think @sogrady would rather drink?
Be always on.
Don’t overdo it.
Influencers are everywhere.
Don’t be a dick.
Ready to see somebarenaked ladies?                    Hell yeah!
It’s been, one week since you...                              *Barenaked Ladies on stage in Las Vegas
YOU’VE GOTquestions?   I’VE GOT     answers.              rambling responses that sound like             @the_spinmd or mi...
Don't Be a PR Fluffer
Don't Be a PR Fluffer
Don't Be a PR Fluffer
Don't Be a PR Fluffer
Don't Be a PR Fluffer
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Don't Be a PR Fluffer

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My presentation from Monktoberfest 2012 in Portland, Maine, on October 4, 2012.

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  • Don't Be a PR Fluffer

    1. 1. Engaging Influencers in a Post-PR World Using Non-TraditionalMethods of Abstraction and IntuitionMike Maney@the_spinmdmaneydigital.com
    2. 2. Who the !@#$ are we kidding?
    3. 3. Don’t Be aPR Fluffer.#noprfluffers Mike Maney @the_spinmd maneydigital.com
    4. 4. I promise a picture of real barenaked ladies before this presentation is over.
    5. 5. It only seems like traditionalMARKETING / PR / ADVERTISING are dead.
    6. 6. #1: Walk the talk.“The runway for when a PR personhands-off to the actual expert has nowgotten longer.” - @helmke
    7. 7. Lead your spokespeople to water.
    8. 8. Live the firehose. Love the firehose.
    9. 9. #2: Be human.
    10. 10. SOCIAL MEDIA
    11. 11. Don’t take yourself(or your business)so seriously
    12. 12. #3: Stop SellingIn many cases, the best marketing is no marketing.
    13. 13. When everyone else is Dont view influenceselling something, be the as a marketingone who’s different...the opportunity; view it as one who sees another a byproduct of human, not just another participating. customer.
    14. 14. Early in the games, Nike scored a public relations coup after Egyptianathletes were discovered parading in counterfeit Nike warm-up outfitsbecause they couldnt afford authentic gear. Rather than complain aboutthe piracy, Nike offered free gear for the team.http://bottomline.nbcnews.com/_news/2012/08/10/13205163-nike-takes-marketing-gold-with-neon-yellow-shoes (“it” being the right thing)
    15. 15. • Active in local* social media communities, not just their own.• Embraced community.• Visible around town.• Makes me want to do business with them even though they’ve never directly marketed to me. Doylestown Bike Works @DTownBikeWorks
    16. 16. #4: Always go big.
    17. 17. Get mad atcomplacency.
    18. 18. Be helpful.
    19. 19. Participate, don’t sponsor. To their credit, the primary concern of Laura, Mike and the gang over at Alcatel- Lucent from Day 1 of our discussions has been about maintaining the credibility and neutrality of Glue.
    20. 20. and, for the love of theFlying Spaghetti Monster...HAVE FUN!
    21. 21. First stop, @riverhorsebrew
    22. 22. Next stop, @dogfishbeer
    23. 23. ...and then @OldBurnsideBrew
    24. 24. And a final stop at @harpoon_brewery
    25. 25. #5: Don’t fear corporate jail
    26. 26. Sometimes this is theslide you need.
    27. 27. #6: Have the conversationseveryone else is afraid to have.
    28. 28. The first rule of Flight Club is don’t talk about Flight Club. A salon-style gathering of industry influencers organized to advise a major airline on how to best build out its API/developer program.How It Positioned gathering as ultra-exclusive. Invitees represented a cross-section of who’s who’s from across the API landscape (Yobongo, Twitter, PayPal, Gowalla, Foursquare). Included top industry blogger from RWW to participate/chronicle. Scheduled around SXSW. Held off-site. Surprised participants with schwagWorked tie-in. Customer heard first-hand how the developer community and potential partners would/would not use itsThe Value APIs. Attendees got first-look, first-access to potential industry-changing API program and formed exclusive advisory team to client.
    29. 29. Transformational leaders dont start by denying the world around them. Instead, theydescribe a future theyd like to create instead.Denying the truth about relative market share, imperial power or the scientific methodhelps no one.Gandhi didnt pretend the British werent dominating his country, and Feynman didntchallenge Einsteins theory of relativity or the laws of thermodynamics.Its okay to say, "this is going to be difficult." And its productive to point out, "ourproduct isnt as good as it should be yet."The problem with Orwellian talking heads, agitprop, faux news and Ballmer-likeposturing is that they take away a foundation for a genuine movement to occur,because once we start denying facts, its difficult to know when to stop. Tell us wherewe are, tell us where were going. But if you cant be clear about one, its hard to buyinto the other.-- Seth Godin
    30. 30. #7: Make ‘emremember you.
    31. 31. Be awesome. Not boring. Take a Have a damn freakin’ story.position. Care about something beyond your product. http://www.readwriteweb.com/archives/here-secret-fakegrimlock-video-about-minimum-viable-personality.php#comment-665402310 @ablaze Jon Mitchell
    32. 32. 5 last things to remember
    33. 33. INTERMISSIONWhich do you think @sogrady would rather drink?
    34. 34. Be always on.
    35. 35. Don’t overdo it.
    36. 36. Influencers are everywhere.
    37. 37. Don’t be a dick.
    38. 38. Ready to see somebarenaked ladies? Hell yeah!
    39. 39. It’s been, one week since you... *Barenaked Ladies on stage in Las Vegas
    40. 40. YOU’VE GOTquestions? I’VE GOT answers. rambling responses that sound like @the_spinmd or mike@maneydigital.com
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