Tradebook Review


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"The New rules of Marketing and PR"

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Tradebook Review

  1. 1. “The New Rules of Marketing and PR”by David Meerman Scott<br />Social Media is not just an option for marketing and PR it is a must..<br />
  2. 2. Who is David Meerman Scott?<br />David Scott at the height of the boom was Vice President of marketing at NewsEdge Corporation.<br />He gained a lot of experience in his prior position as Asia marketing director for the online division at Knight-Ridder. At that time it was one of the largest newspaper companies in the world.<br />Against the advice of the PR professionals that told him to not put valuable information online“somewhere competitors could steal it.”<br />He was fired from NewsEdge in 2002 because they said he was too radical with his new ideas. <br />
  3. 3. Purpose behind the book…<br />Inform companies that are already in existence, and also for those that are thinking of starting a new business the importance of social networking in their marketing plans. <br />David’s passion for social media and the use of it in companies today is emanate throughout the entire book. <br />This means not only having a webpage, but having blogs, Facebook, twitter and other social networking tools to interact with consumers by gaining feedback about the products and services. <br />
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  5. 5. How will social media gain more sales/revenue?<br />By marketing to what consumers want, which is easy through Facebook, Twitter and blogging.<br />Focusing on the “New Rules.”<br />What are the new rules?<br />Putting the buyer before the product. <br />Using social networking to both promote and sell products and services. <br />Marketing to the specific “buyer persona”.<br />Being able to take negative feedback through blogs, and then being able to make adjustments that will be beneficial in the long run.<br />
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  7. 7. Social Media into a Business Plan?<br />The marketing mix in a Business Plan: Product, Place, Price, and Promotion.<br />However with David’s new rules, this is no longer true. Your number one focus as a marketer should be the buyer and where they are located.<br />In most cases the internet is where you will find people engaging in social networking.<br />
  8. 8. Rules of the RAVE<br />These are distinct guidelines that David gives on how to make your products, ideas and services worth sharing on the web:<br /> Nobody cares about your product *(but you).<br />No coercion required.<br />Lose control<br />Put down roots.<br />Create triggers that encourage people to share.<br />Point the world to your (virtual) doorstep. <br />He believes that by following these rules you can start a “Rave” in the social media world that people WILL talk about and want to share with their communities. <br />
  9. 9. Blogging reaches out…<br /> I learned quickly by reading this book that blogging is way more beneficial than I imagined.<br />It helps to not only promote your thoughts, beliefs and feelings, but when you start sharing it can create others to do the same.<br />For companies it is useful to gain feedback on what “the people” are saying about their services and products. <br />I have felt many times as though writing about an issue on a blog won’t really cause a movement, yet I saw by reading this book my mindset on that definitely needed to change.<br />
  10. 10. Social Networking for Advertising?<br />Facebook promotes ads that cater to what we “like”. <br />Twitter suggests companies and brands to follow. <br />For me that is shopping: So ads for stores come up on my homepage for me to check out. <br />If you really want people to see your ads, social networking sites are the prominent place because this is where the people are.<br />Newspapers and billboards just wont cut it in the advertising aspect of a company anymore. <br />
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  12. 12. Who can benefit most by reading this book?<br />Anyone that is either already in Marketing and PR, and also anyone that plans to do so. <br />From those that are the CEOs of the big fortune companies, to those that are thinking of starting their own business and anywhere in between that. <br />If you want to market yourself, someone else, a product or service in order to succeed in gaining a long lasting “RAVE” it starts and ends with social media. <br />