P Dms Multiscope Amsterdam

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  • © 2002 - 2009 Freshspot Marketing LLC Page
  • © 2002 - 2009 Freshspot Marketing LLC Page Marketing before the web Marketing simply meant advertising (and branding) Advertising needed to appeal to the masses Advertising relied on interrupting people to get them to pay attention to a message Advertising was one-way: company-to-consumer Advertising was exclusively about selling products Creativity was deemed the most important component to advertising Advertising and PR were separate disciplines run by different people with separate goals, strategies, and measurement criteria This references a page number in the book, The New Rules of Marketing & PR , by David Meerman Scott.
  • © 2002 - 2009 Freshspot Marketing LLC Page PR before the web The only way to get ink was through the media Companies communicated exclusively through journalists and analysts The press release was the primary tool to communicate with the media The only way buyers would learn about the press release's content was if the media wrote a story about it The only way to measure the effectiveness of press releases was through “clip books," which noted each time the media deigned to pick up a company’s release PR and marketing were separate disciplines run by different people with separate goals, strategies, and measurement techniques
  • © 2002 - 2009 Freshspot Marketing LLC Page PR before the web The only way to get ink was through the media Companies communicated exclusively through journalists and analysts The press release was the primary tool to communicate with the media The only way buyers would learn about the press release's content was if the media wrote a story about it The only way to measure the effectiveness of press releases was through “clip books," which noted each time the media deigned to pick up a company’s release PR and marketing were separate disciplines run by different people with separate goals, strategies, and measurement techniques
  • © 2002 - 2009 Freshspot Marketing LLC Page www.mytechwisetv.com/
  • © 2002 - 2009 Freshspot Marketing LLC Page www.mytechwisetv.com/
  • Student Awards by HP “ Present an idea which promotes HP Workstations ability to bring to life anything the creative mind can conceive.”
  • Student Awards by HP “ Present an idea which promotes HP Workstations ability to bring to life anything the creative mind can conceive.”
  • Nearly a half million views
  • © 2002 - 2009 Freshspot Marketing LLC Page
  • © 2002 - 2009 Freshspot Marketing LLC Page
  • Colonel Caldwell and Capt. Faggard
  • http://www.youtube.com/watch?v=o5ul7prwoiM
  • P Dms Multiscope Amsterdam

    1. 1. The New Rules of Marketing & PR David Meerman Scott @dmscott @dmscott / #MP2010
    2. 2. @dmscott / #MP2010
    3. 3. @dmscott / #MP2010
    4. 4. @dmscott / #MP2010
    5. 5. @dmscott / #MP2010
    6. 6. @dmscott / #MP2010
    7. 7. @dmscott / #MP2010
    8. 8. Image credit: engincamp.blogspot.com/ @dmscott / #MP2010
    9. 9. Do the new rules of marketing & PR work worldwide ? @dmscott / #MP2010
    10. 10. Do the new rules of marketing & PR work worldwide ? @dmscott / #MP2010
    11. 11. Do the new rules of marketing & PR work worldwide ? @dmscott / #MP2010
    12. 12. Image credit: engincamp.blogspot.com/ @dmscott / #MP2010
    13. 13. @dmscott / #MP2010
    14. 14. @dmscott / #MP2010
    15. 15. fear @dmscott / #MP2010
    16. 16. @dmscott / #MP2010
    17. 17. @dmscott / #MP2010
    18. 18. @dmscott / #MP2010
    19. 19. @dmscott / #MP2010
    20. 20. @dmscott / #MP2010
    21. 21. @dmscott / #MP2010
    22. 22. @dmscott / #MP2010
    23. 23. @dmscott / #MP2010 “ We looked up cosmetic dentist on the web, and liked what we saw on your web site” -- Ben Affleck
    24. 24. @dmscott / #MP2010
    25. 25. You must unlearn what you have learned. Yoda Star Wars: Episode V - The Empire Strikes Back @dmscott / #MP2010
    26. 26. <ul><li>✓ Buyer Personas </li></ul><ul><li>Earn Attention </li></ul><ul><li>Encourage Sharing </li></ul><ul><li>✓ Manage Fear </li></ul>@dmscott / #MP2010
    27. 27. ✓ Buyer Personas @dmscott / #MP2010
    28. 28. @dmscott / #MP2010
    29. 29. @dmscott / #MP2010
    30. 30. @dmscott / #MP2010
    31. 31. Hotel buyer personas Event planner Businessperson Corporate travel manager Couple organizing a wedding Family choosing a vacation spot @dmscott / #MP2010
    32. 32. Photo courtesy thestranger.com @dmscott / #MP2010
    33. 33. Photos courtesy .theparentcompany.co.uk and guardian.co.uk @dmscott / #MP2010
    34. 34. Photo courtesy pedalsbicycles.com @dmscott / #MP2010
    35. 35. @dmscott / #MP2010
    36. 36. What do you want buyers to believe? Example: “ Gatorade improves your athletic performance.” @dmscott / #MP2010
    37. 37. @dmscott / #MP2010
    38. 38. @dmscott / #MP2010
    39. 39. @dmscott / #MP2010
    40. 40. @dmscott / #MP2010
    41. 41. ✓ Earn Attention @dmscott / #MP2010
    42. 42. Old rule: BUY your way in with advertising @dmscott / #MP2010
    43. 43. Old rule: BEG your way in with the media @dmscott / #MP2010 = ?
    44. 44. Old rule: BUG your in way by selling Image credits cardealers.ltd.uk / gizmag.com / publicradio.org @dmscott / #MP2010
    45. 45. New rule: EARN Attention by Publishing your way in @dmscott / #MP2010
    46. 46. TechWiseTV from Cisco @dmscott / #MP2010 “Information you can use from Geeks you can Trust”
    47. 47. TechWiseTV from Cisco @dmscott / #MP2010
    48. 48. @dmscott / #MP2010
    49. 49. @dmscott / #MP2010
    50. 50. @dmscott / #MP2010
    51. 51. @dmscott / #MP2010
    52. 52. On the web, you ARE what you publish… @dmscott / #MP2010
    53. 53. ✓ Encourage Sharing @dmscott / #MP2010
    54. 54. Word-of-mouse @dmscott / #MP2010
    55. 55. @dmscott / #MP2010
    56. 56. @dmscott / #MP2010
    57. 57. @dmscott / #MP2010
    58. 58. What does this company do? [Company X (Nasdaq: XXXX)] provides business integration software to integrate, assemble and optimize available IT assets to drive business process productivity. [Company X] delivers an innovative, enterprise-class business integration platform that incorporates proven integration technology with next generation capabilities into one interoperable set of tools that delivers a unique combination of efficiency, agility and control. @dmscott / #MP2010
    59. 59. What does this company do? [Company X (Nasdaq: XXXX)] provides business integration software to integrate, assemble and optimize available IT assets to drive business process productivity. [Company X] delivers an innovative, enterprise-class business integration platform that incorporates proven integration technology with next generation capabilities into one interoperable set of tools that delivers a unique combination of efficiency, agility and control. @dmscott / #MP2010
    60. 60. @dmscott / #MP2010
    61. 61. @dmscott / #MP2010 Company Overview Since its founding, Company Y has remained faithful in its commitment to producing unparalleled entertainment experiences based on its rich legacy of quality creative content and exceptional storytelling. Today, Company Y is divided into four major business segments… Each segment consists of integrated, well-connected businesses that operate in concert to maximize exposure and growth worldwide.
    62. 62. @dmscott / #MP2010 Company Overview Since its founding, The Walt Disney Company has remained faithful in its commitment to producing unparalleled entertainment experiences based on its rich legacy of quality creative content and exceptional storytelling. Today, Disney is divided into four major business segments… Each segment consists of integrated, well-connected businesses that operate in concert to maximize exposure and growth worldwide.
    63. 63. Image: shutterstock Who the hell ARE these people? @dmscott / #MP2010
    64. 64. @dmscott / #MP2010 Image: Shutterstock / Kurhan Does she REALLY work at your company?
    65. 65. Hey IBM: Who is the bald headed dude?? @dmscott / #MP2010
    66. 66. If possible, use employees @dmscott / #MP2010
    67. 67. @dmscott / #MP2010
    68. 68. Speak to your buyers in their language, not yours… @dmscott / #MP2010
    69. 69. @dmscott / #MP2010
    70. 70. Parents against reprehensible metal music @dmscott / #MP2010
    71. 71. … links to Toyota Matrix @dmscott / #MP2010
    72. 72. @dmscott / #MP2010
    73. 73. The BACK button is the 3 rd most used Web feature . Not quite the average: An empirical study of Web use Weinreich, Obendorf, Herder, & Mayer - University of Hamburg, Germany @dmscott / #MP2010
    74. 74. @dmscott / #MP2010 Photo: Erin Weed via Flickr
    75. 75. @dmscott / #MP2010
    76. 76. @dmscott / #MP2010
    77. 77. @dmscott / #MP2010 Photo: Erin Weed via Flickr
    78. 78. @dmscott / #MP2010 Photo: Erin Weed via Flickr
    79. 79. @dmscott / #MP2010 Photo: Erin Weed via Flickr
    80. 80. @dmscott / #MP2010 Photo: Erin Weed via Flickr
    81. 81. @dmscott / #MP2010
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    83. 83. @dmscott / #MP2010
    84. 84. @dmscott / #MP2010
    85. 85. @dmscott / #MP2010
    86. 86. Old rules of measurement Press Clips Sales Leads @dmscott / #MP2010
    87. 87. New ways buyers solve problems @dmscott / #MP2010
    88. 88. @dmscott / #MP2010
    89. 89. @dmscott / #MP2010
    90. 90. @dmscott / #MP2010
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    95. 95. “ Henry Posner saves the day. B&H is…like the Tina Turner song…Simply the Best.” “ Wow. What a treat to have Henry Posner of B&H here!!!” @dmscott / #MP2010
    96. 96. South-by-Southwest blogger lounge @dmscott / #MP2010
    97. 97. @dmscott / #MP2010
    98. 98. @dmscott / #MP2010
    99. 99. @dmscott / #MP2010
    100. 100. @dmscott / #MP2010
    101. 101. @dmscott / #MP2010
    102. 102. Thousands of Bloggers @dmscott / #MP2010
    103. 103. Hundreds of mainstream media stories @dmscott / #MP2010
    104. 104. @dmscott / #MP2010 “ 34 percent increase in flight bookings.” &quot;The results so far are outstanding, especially considering current economic difficulties.” Preliminary results Peter Lawlor Queensland, Australia State Tourism Minister
    105. 105. ✓ Manage Fear @dmscott / #MP2010
    106. 106. fear @dmscott / #MP2010
    107. 107. “ Hang on!…” <ul><li>“ We’re ____________________” </li></ul><ul><li>“ We can’t put videos on YouTube.” </li></ul><ul><li>“ We can’t blog.” </li></ul><ul><li>“ Our customers won’t understand.” </li></ul><ul><li>“ Our bosses won’t let us.” </li></ul>@dmscott / #MP2010
    108. 108. @dmscott
    109. 109. @dmscott
    110. 110. “ We want 330,000 people to be in Public Affairs.” Colonel Michael G. Caldwell acting director of public affairs for the United States Air Force @dmscott
    111. 111. @dmscott
    112. 112. @dmscott
    113. 113. @dmscott
    114. 114. @dmscott / #EE09
    115. 115. @dmscott / #EE09
    116. 116. @dmscott / #EE09 Brand Journalism Photos Videos Social media
    117. 117. @dmscott / #EE09
    118. 118. @dmscott / #MP2010 Toilet marketing
    119. 119. @dmscott / #MP2010 Toilet marketing
    120. 120. @dmscott / #MP2010 Toilet marketing
    121. 121. Say “no” to dirt @dmscott / #MP2010
    122. 122. @dmscott / #MP2010
    123. 123. ( Except control ) @dmscott / #MP2010
    124. 124. Site: www.DavidMeermanScott.com Blog: www.WebInkNow.com Twitter : dmscott David Meerman Scott @dmscott / #MP2010
    125. 125. @dmscott / #MP2010

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