The New Rules of Marketing and PR
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  • 1. The New Rules of Marketing and PR
  • 2. 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
  • 3. David Meerman Scott
    http://www.youtube.com/watch?v=2JdbV8jGAqo
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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)
  • 8. Twitter Page
    Twitter ID
    Name
    Location
    Web
    Bio
    Photo
    Background Image
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. Ethical Blogging
    http://womma.org/ethics/code
  • 17. Blogging Internationally
    Europe and Asia
    Examples
    Nikita’s Blog
    http://lifeineora.blogspot.com/
    Adrian Neylan’sCablog
    LinasSimonis
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. Questions