Do+It+Wrong+Quickly.ppt

DoItWrongQuicklyWhatCorporationsNeedfromPRinTodaysTransformingMarketplace,MikeMoran,2,Welcometotheworldbeyondclips,Areyoustillcountingclips?ThestockholdersdontcareInaworldwherenewspapersandtelevisionareinretreat,whatisahardworkingPRpersontodo?,液压站液压泵冷却器,3,Thegoodolddaysinpublicrelations,IfyouhadtherightpeopleinyourRolodexAndyouknewtherightthingstosayYougotyourstorytoldButyouwereneversurehowmanypeoplereallygotthemessage,4,Thegoodnewdaysinpublicrelations,YoucantargeteventhesmallestgroupYoucanmeasuretheresultsofeverythingyoudoYoumustchangeyourmessageinresponsetowhatyourcustomers:Say(comments,blogs,productratings)Do(search,purchases,pageviews),5,Thetimestheyarea-changin,TV,radio,andprintarealllaggingtheWeb,especiallywithyoungerconsumersMoreover,themediashiftisalsoachangefrompassivereceptiontointeraction,UKWebusageovertakesTVviewing164Webminutesperdayvs.148TVminutesSource:GooglesurveyMarch2006,JapanHas59%ofAllMobileWebUsersSource:UniveristyofJapansurvey2005,6,DontbeaPRexpertbeastorytellingexpert,YouknowwhatmakesagoodstoryStartusingthatskillinmoreplaces,7,PRfolkshavealwayshadgatekeepers,MagazinesandnewspapershaveeditorsTVprogramshaveproducersAgoodPRpersonalwaysneedsastorythatgetspastthegatekeeperstoreachthetargetaudienceTheWebisnodifferentwhoarethenewgatekeepers?,8,Netflixtreatsbloggerslikepress,1,NewGatekeeper#1Bloggers,Whenthebloggerwritesastory,heroutinelyrequestsandgetscommentfromNetflixNetflixinvitedabloggeramongjustfivemediatypesforthepreviewoftheirdownloadservice,9,Whathappenswhenyouignorebloggers?,Kryptonite:“Ourcustomersdontreadblogs”Yeah,butreportersdo“PickedbyaBic”isnotagreatheadline,10,Dellwasflamedfornotbeingreal,ButtheyrecoveredDellquicklyadmitteditsmistakesandpromisedtodobetterTheblogosphereeventuallygaveDellcreditfortrying,11,ThisisntsonewitswhattheWebisabout,YoualwayswantedtoattractlinkstoyoursiteYoualwayshadhatesitesforthosewithatinear,12,Areyoutappinginto“wordofmouse”?,2,NewGatekeeper#2Customers,SocialmediaallowswordofmouthtobespreadfurtherandfasterthaneverAreyourmessageseasytopassalong?,13,Whatissocialmediamarketinganyway?,Growingoutofsearchmarketing,andpublicrelationsbeforethatSocialmediamarketingisanywayyoucangetattentionforyourmessageusingpeopleconnectedtotheInternet,People+message+Internet=socialmediamarketing,14,Blendtecshowshowitsdone,15,Sometimesyoujustneedtoreacttogoodfortune,16,Ifyouignorecustomers,theyflameyou,TheonlyresponsestothismessagewerefromotheraggrievedcustomersThecompanymaintainedradiosilence,17,Helpfulcontentbeatsmarketinghype,3,NewGatekeeper#3SearchEngines,YoumustappealtoGoogleAndtoreadersThinklikeareporterjustthewayPRpeoplealwayshave,18,Greatcontentmakesyoursitealinkmagnet,MakeyourcontentinterestingandfreshBlogsPodcastsProvidesomethingunique,suchasausefulfreetool,Attractone-waylinkswithcontentpeoplewanttolinkto,19,Whatifyourenotrelevant?Googleignoresyou.,Searchmarketingyieldsthelowestcostperlead(andthemostqualifiedleads),Sothatswherethemoneyisgoing(andthischartshowsonlypaidsearchfees),20,FTDmarketingheadfiredforpoorsearchresults,21,TheThreeRsofMarketing2.0,RealNomoreoftheoldmarketinghype.Tellthetruth.Admityourmistakes.RelevantYoucantinterruptpeopleanymore.Youmusthavewhattheywant.ResponsiveMarketingisnolongeramonologue.Youmustansweryourcustomers.,22,PRprosmusthelpallemployeesdothejob,CompaniesmustcoordinatethesetechniquesButtheycantcentralizethem,Therecantbeanybloggingdepartment,EveryWebpagemustbewrittenforsearch,Webfeedscanbecustomizedforeachcustomer,Informationknowsnocountryboundaries,Metricsareeveryonesjob,23,Howdoyoulisten?Withsoftwareandservices,ReputationMonitoringservicesGoogleAlerts,24,Howdoyoucoordinateacrossyourcompany?,EmployeeBloggingPolicyBlogsmaynotcontainanycompanyconfidentialinformation.Allbloggersmustbeapprovedbytheirmanagersbeforepublishingtheirfirstentry.Blogsmaynotcontainanyadvertising.,Evangelism,training,andpolicies,25,Whyisthissotough?,Itseemslogical,butareyoustuck?,26,Technicalversusadaptivechange,Whyaresomechangesdifficult?Example:Gettinguponehourearliereachday,27,Understandthatculturechangesareadaptive,PeoplemustovercometheirhabitsPeoplemayfeelstupidPeoplemayfeeldisloyalTheymightalsobeafraid,28,Readallaboutit,“Buythisbook,readit,andthenreaditagain.”-ChrisSherman,SearchEngineWatchUpdatedateachprinting,Thesearchmarketingbestsell