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

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    The New Rules of Marketing and PR The New Rules of Marketing and PR Presentation Transcript

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