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The New Rules of Marketing and PR

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The New Rules of Marketing and PR

  1. 1. The New Rules of Marketing and PR<br />
  2. 2. The Book <br />1st edition written in 2006<br />2nd edition written in 2009<br />Uses blog to get feedback <br /> on topics and then adjusts them<br /> for the book<br />Printed in 26 languages<br />
  3. 3. David Meerman Scott<br /><br />
  4. 4. Old vs New Rules of Marketing and PR<br />Before<br />One way communication<br />Mass audience<br />Advertising<br />Now<br />Two way conversation <br />Niche/targeted audience<br />Information in the right place at the right time<br />
  5. 5. 4P’s vs. Buyer <br />4Ps = Product, Place, Price and Promotion<br />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. <br />Ex. Universities<br />Goals:<br /> $5 million in donations from alumni who have never contributed in the past<br />500 additional applicants <br />Current Students<br />Potential Students<br />Alumni<br />Recently graduated, and older alumni<br />Parents <br />
  6. 6. Video and Audio<br />Misconception: when offering a commodity product, you can only differentiate by offering a lower price, WRONG<br />YoutTube and Vimeo<br />Examples<br />The Best Job in the World<br /><br />30% of the World had heard about it<br />Podcasts: iTunes<br />
  7. 7. Microblogging<br />History<br />Away messages<br />Blog posts<br />Most popular: Twitter <br />Business Use<br /><br />Special deals (JetBlue – special fairs) <br />Additional posting and participation (1000 Awesome Things)<br />
  8. 8. Twitter Page <br />Twitter ID<br />Name<br />Location<br />Web<br />Bio<br />Photo<br />Background Image<br />
  9. 9. How did David Murray Found a New Job via Twitter <br />He reached out to his Twitter followers an publicly announced he was looking for work<br />Twitter Search<br />“Hiring Social Media<br />“Social Media Jobs”<br />“Online Community Manager”<br />“Blogging Jobs” etc<br />Checked these searches everyday<br />
  10. 10. Blogs <br />Just a website<br />Created and maintained with a person passionate about a certain topic<br />Provides experts and wannabes with a voice to express their <br />Group blogs – popular in the corporate world<br /><br />Popular: hire interns<br />
  11. 11. Blogs <br />Posts are designed to appear in a chronological order<br />Information is divided into categories (ex. Monthly, or topic)<br />Blog is easier to create than a website (suggestion for start-ups sometimes, if technical skills are lacking)<br />Comments are allowed, but the user has the right to delete them if they choose<br />
  12. 12. Ethical Blogging<br /><ul><li>Transparency
  13. 13. Privacy
  14. 14. Disclosure
  15. 15. Truthfulness
  16. 16. Credit</li></ul><br />
  17. 17. Blogging Internationally<br />Europe and Asia<br />Examples<br />Nikita’s Blog<br /><br />Adrian Neylan’sCablog<br />LinasSimonis<br />
  18. 18. Facebook <br />Fan Page <br />Resembles a one way discussion<br />Allows for microblogs/updates<br />Group<br />More open to a two way discussion<br />Used in other social media classes in the states, in a similar manner we use it<br />
  19. 19. Other Social Media Sites<br />LinkedIn<br />Professional, networking, ideas, opportunities<br />Second Life<br />Online/virtual world<br />3 dimensional interactions, not a game  no score keeping<br />Shopping Sites<br />Amazon<br />
  20. 20. Old vs New Rules of Marketing and PR<br />Before<br />One way communication<br />Mass audience<br />Advertising<br />Now<br />Two way conversation <br />Niche/targeted audience<br />Information in the right place at the right time<br />
  21. 21. Questions<br />