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The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
The New Rules of Marketing and PR
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The New Rules of Marketing and PR

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  • 1. The New Rules of Marketing and PR<br />
  • 2. The Book <br />1st edition written in 2006<br />2nd edition written in 2009<br />Uses blog to get feedback <br /> on topics and then adjusts them<br /> for the book<br />Printed in 26 languages<br />
  • 3. David Meerman Scott<br />http://www.youtube.com/watch?v=2JdbV8jGAqo<br />
  • 4. Old vs New Rules of Marketing and PR<br />Before<br />One way communication<br />Mass audience<br />Advertising<br />Now<br />Two way conversation <br />Niche/targeted audience<br />Information in the right place at the right time<br />
  • 5. 4P’s vs. Buyer <br />4Ps = Product, Place, Price and Promotion<br />Scoble says: “in order to success on the Web under the new rules of marketing and PR, you need to consider your organizational goals and your buyers first. <br />Ex. Universities<br />Goals:<br /> $5 million in donations from alumni who have never contributed in the past<br />500 additional applicants <br />Current Students<br />Potential Students<br />Alumni<br />Recently graduated, and older alumni<br />Parents <br />
  • 6. Video and Audio<br />Misconception: when offering a commodity product, you can only differentiate by offering a lower price, WRONG<br />YoutTube and Vimeo<br />Examples<br />The Best Job in the World<br />http://www.youtube.com/user/islandreefjob#p/a/958C23CEBEFAD9AA/1/jgPXkIDYr7M<br />30% of the World had heard about it<br />Podcasts: iTunes<br />
  • 7. Microblogging<br />History<br />Away messages<br />Blog posts<br />Most popular: Twitter <br />Business Use<br />www.search.twitter.com<br />Special deals (JetBlue – special fairs) <br />Additional posting and participation (1000 Awesome Things)<br />
  • 8. Twitter Page <br />Twitter ID<br />Name<br />Location<br />Web<br />Bio<br />Photo<br />Background Image<br />
  • 9. How did David Murray Found a New Job via Twitter <br />He reached out to his Twitter followers an publicly announced he was looking for work<br />Twitter Search<br />“Hiring Social Media<br />“Social Media Jobs”<br />“Online Community Manager”<br />“Blogging Jobs” etc<br />Checked these searches everyday<br />
  • 10. Blogs <br />Just a website<br />Created and maintained with a person passionate about a certain topic<br />Provides experts and wannabes with a voice to express their <br />Group blogs – popular in the corporate world<br />http://www.youtube.com/watch?v=rI3OH0tXeD8<br />Popular: hire interns<br />
  • 11. Blogs <br />Posts are designed to appear in a chronological order<br />Information is divided into categories (ex. Monthly, or topic)<br />Blog is easier to create than a website (suggestion for start-ups sometimes, if technical skills are lacking)<br />Comments are allowed, but the user has the right to delete them if they choose<br />
  • 12. Ethical Blogging<br /><ul><li>Transparency
  • 13. Privacy
  • 14. Disclosure
  • 15. Truthfulness
  • 16. Credit</li></ul>http://womma.org/ethics/code<br />
  • 17. Blogging Internationally<br />Europe and Asia<br />Examples<br />Nikita’s Blog<br />http://lifeineora.blogspot.com/<br />Adrian Neylan’sCablog<br />LinasSimonis<br />
  • 18. Facebook <br />Fan Page <br />Resembles a one way discussion<br />Allows for microblogs/updates<br />Group<br />More open to a two way discussion<br />Used in other social media classes in the states, in a similar manner we use it<br />
  • 19. Other Social Media Sites<br />LinkedIn<br />Professional, networking, ideas, opportunities<br />Second Life<br />Online/virtual world<br />3 dimensional interactions, not a game  no score keeping<br />Shopping Sites<br />Amazon<br />
  • 20. Old vs New Rules of Marketing and PR<br />Before<br />One way communication<br />Mass audience<br />Advertising<br />Now<br />Two way conversation <br />Niche/targeted audience<br />Information in the right place at the right time<br />
  • 21. Questions<br />

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