David Meerman Scott's New Rules of Marketing & PR
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The document summarizes key points from David Meerman Scott's presentation on the new rules of marketing and PR. It discusses how Scott advocates using blogs, podcasts, online news releases and other online content to directly reach buyers, rather than relying on traditional mainstream media. The new rules also involve being authentic rather than using spin, and providing audiences with relevant content when they need it. Examples are given of companies using these online tactics successfully in their marketing and PR strategies.
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David Meerman Scott's New Rules of Marketing & PR
- 1. THE NEW RULES OF MARKETING & PR By: David Meerman Scott Presentation By: Emily Byrne How to use News Releases, Blogs, podcasting, Viral Marketing, and Online Media to Reach Buyers Directly
Editor's Notes
- This book is all about reaching the public directly. In this new age of internet socializing pr professionals don’t have to solely rely on the media. Scott says “ Prior to the web, organizations had only two significant choices to attract attention: Buy expensive advertising or get third-party ink from the media. But the web has changed the rules. The web is not TV. Organizations that understand the New Rules…develop relationships directly with consumers like you and me.”
- First job was a clerk at wall street bond trading desks, worked electronic information division at knight-ridder (newspaper and internet publishing) own business to refine my ideas, work with select clients, and teach others through writing, speaking at conferences, and conducting seminars for corporate groups. The subject of all this work: Reaching your buyers directly and driving more revenue.
- Marketing and pr are interrelated On the web, the lines between marketing and pr have blurred.
- The web is a city Craigslist is the bulletin board at the entrance of the corner store Ebay a garage store Amazon a book store Wrong side of the tracks- adult entertainment Three uses of BLOGS Monitor what millions of people are saying about your company Participate in those conversations To chape those conversations by creating and writing your own blog -Helps understand their corporate reputation -Analyze trends: greater and fewer blog mentions compared to competitors, last month, or after a major event News Releases Create online media room (list of news releases) New Rules Send them all the time not just when big news happens Appeal directly to buyers Put links in online releases to lead costumers to specific web pages Add tags -Use a distribution service RSS (Really Simple Syndication) -use words and phrases your buyers uses Podcasting Can reach niche audiences RSS Feeds iTunes and Ipods (listen while traveling) Politicians and churches How-to podcasts series Content-rich website Answer questions and solve problems before the costumer has to ask Write for your audience use examples and stories Tell your organizations story
- International bloging- not just an American phenomenon 40 different countires Favorite international blog- taxi driver in Sydney Australia now a media personality
- He goes into podcasting a little but I would like to know more about how organizations effectively use it What is search engine markteing?
- Pros: Real world examples Very conversational Everything you ever want to know about social media How to create an action plan Great tips on how to start your own professional blog, and what to talk about Cons A lot about Marketing