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P Dms Multiscope Amsterdam

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David Meerman Scott

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P Dms Multiscope Amsterdam

  1. 1. The New Rules of Marketing & PR David Meerman Scott @dmscott @dmscott / #MP2010
  2. 2. @dmscott / #MP2010
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  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
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  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
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  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
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  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
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  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
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  86. 86. Old rules of measurement Press Clips Sales Leads @dmscott / #MP2010
  87. 87. New ways buyers solve problems @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
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  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
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  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
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  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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