The document discusses the new rules of marketing and PR according to David Meerman Scott's book. It notes that the 2nd edition was published in 2009 and uses blogs to gather feedback. The new rules emphasize two-way conversations with niche audiences rather than one-way mass advertising. Social media tools like blogs, Twitter, Facebook, and videos are highlighted as important for engaging buyers and achieving organizational goals.

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

13. Privacy

14. Disclosure

15. Truthfulness

16. Credithttp://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