Tag Archives: pr

Mental Monday: The New Rules of Marketing & PR by David Meerman Scott

Good afternoon, Social Rabbit here with your guide to the world of social media.

Mental Monday is back this time I am reviewing The New Rules of Marketing and PR by David Meerman Scott.

This is book has 21 chapters in three parts starting with how the web has changed the rules of marketing and PR, moving onto web based communications to reach buyer and the third part is action plans to harness the web.

The book explains the different areas of marketing and pr including blogging, video, news releases, web sites, website content and writing marketing plans.  It includes lots of examples of how the different ideas have been used in businesses.  The action plan part of the book is all about implementation, for example how to start a blog, what to write etc.  The implementation is at a basic level, so for people wanting detail you will need to go elsewhere.  This is one of those books which you pick up refer to a chapter or two, put it back down and then pick up again next time you need it.  There is a lot of information in it, it is suitable for complete newbies, and for people who know what they are doing there are lots of examples to get your creative juices flowing.

Below are some bits that I enjoyed which are direct quotes from the book…

  • The new rules of finding a job require you to share your knowledge and expertise with a world that is looking for what you have to offer
  • It is critical to respond quickly to situations as they unfold on the web.  Reacting quickly and honestly in the same forums where the discussions are taking place is essential
  • Marketers must take active participation in the communities that matter for their markets.  But you can’t just stand on the virtual sidelines and post only when you have something for sale or a comment about your products and services.
  • Social media sites are places that people congregate to discuss things that are important to them
  • Thanks to the power of search engines, my blog is also the most vital and effective way for people to find me.  Every word of every post is indexed by Google….
  • The good news is that blogging most certainly generates returns for anyone who creates an interesting blog and posts regularly to it
  • Should you believe everything you read on blogs?  Hell no! That’s akin to believing everything you hear on the street or in a bar.  Thinking of the web as a city, rather than a newspaper, and bloggers as individual citizen voices provides implications for all net-citizens.
  • “you can’t reheat a souffle” John Frazier from Quinn & Co talking about the Tourism Queensland Best job in the world campaign
  • For content that is best delivered via audio or for buyers who prefer to listen to content, podcasting is obviously essential.
  • The challenge for marketers is to harness the amazing power of viral
  • The more I research websites – and I’ve checked out thousands over the past several years – the more I realize that the best ones unite many important factors in a way that is difficult to describe.  They just feel right – as if the creator of the sites cares a great deal and wants her passion to shine through.
  • You must now think like a publisher.  You should develop an editorial plan to reach your buyers with focused content in the media that they prefer
  • Clearly and simply articulate what you want people to believe
  • An effective web marketing plan requires an understanding of the ways your buyers speak and the real words and phrases they use.  This is important not only for building a positive online relationship with buyers, but also for planning effective search engine marketing strategies
  • web content sells any product or service and advocates any philosophy or image
  • An effective web marketing and pr strategy that delivers compelling content to buyers gets them to take action

If you are just trying to get your head around what can be achieved in marketing online this is a good place to start, it lays out what you need to know in an easy to understand format.  There are lots of examples and ideas to get you going, but David does NOT tell you what to do, if that’s what you are looking for this isn’t the book.  As this Rabbit knows marketing and PR in this internet day and age is not a cookie cutter one size fits all businesses/results.  Instead companies must first workout what they want to achieve, who their buyers are and then engage them.  What works is a matter of creativity, timing and appeal to the audience.  This book will get you started down that road, but for those of you who are not creative, use this to find out more, and then hire someone to get creative for you!

Have you read this book?  Tell me what you think in the comments below or on the Social Rabbit Facebook Page.

Advertisements

2 Comments

Filed under Book Reviews, social media

It’s focus that gets results

Good evening, Social Rabbit here with your guide to the world of Social Media.

Today I read that McDonald’s has announced their first social media chief – Mr Wion.  The reason for this appointment according to McD’s is that it was finally time to have someone who was focused on the task, rather than someone doing it on top of their current full-time role.  A quote from the article says “In an interview, Mr. Wion said his marching orders are three-fold: using social media to build the business, manage customer problems, and beef up outreach to target groups such as mommy bloggers. Mr. Wion will work with the fast feeder’s U.S. media relations team, and will soon have support staff. Mr. Wion will report to Heather Oldani, director-external communications and public relations.”

Interestingly enough McD’s has been using social media since 2006, and it is only now that they finally have an in house social media expert – that’s 4 years people… 4 YEARS it has taken them to realise that a) it’s kind of important, and b) Needs focus.  I congratulate McD’s on actually appointing someone in house.  Maybe other companies will get on board in the next 4 years, just think if you are only just starting now to use social media, how long will it take you to realise that it needs focus?

I know what you are thinking, well of course the Rabbit is going to say that, she loves social media and is a complete convert.  But you see bunnies that is not what I am feeling incredulous about, it is more about the fact that after doing an activity for 4 years they finally realise… oh maybe we should focus on this?!  It could be anything that this applies to.

I strongly believe that if you focus on an activity you achieve results.  If you don’t then the results won’t be as good, and if you do get them, then maybe it was just luck?

So the moral of this tale is if you want to get results you need to:

a) Focus
b) Set aside time to focus
c) Understand that it won’t happen on its own
d) Put resources into the focus (time, money, people etc)

So my challenge to you is – What are you focusing on?  tell me in the comments & also let me know if there is anything you would like me to focus on!

Leave a comment

Filed under social media