P Dms Multiscope Amsterdam
125
The New Rules of Marketing & PR David Meerman Scott @dmscott 1 @dmscott / #MP2010
-
date post
18-Oct-2014 -
Category
Entertainment & Humor
-
view
2.999 -
download
1
description
David Meerman Scott
Transcript of P Dms Multiscope Amsterdam
The New Rules of Marketing & PR
David Meerman Scott
@dmscott
1@dmscott / #MP2010
2@dmscott / #MP2010
3@dmscott / #MP2010
4@dmscott / #MP2010
5@dmscott / #MP2010
6@dmscott / #MP2010
7@dmscott / #MP2010
Image credit: engincamp.blogspot.com/ 8@dmscott / #MP2010
Image credit: engincamp.blogspot.com/ 12@dmscott / #MP2010
13@dmscott / #MP2010
14@dmscott / #MP2010
fear
15@dmscott / #MP2010
16@dmscott / #MP2010
17@dmscott / #MP2010
18@dmscott / #MP2010
19@dmscott / #MP2010
20@dmscott / #MP2010
21@dmscott / #MP2010
@dmscott / #MP2010 22
23@dmscott / #MP2010
“We looked up cosmetic dentist on the web, and liked what we saw on your web site”
-- Ben Affleck
24@dmscott / #MP2010
You must unlearn what you have learned.
YodaStar Wars: Episode V - The Empire Strikes Back
25@dmscott / #MP2010
✓ Buyer Personas
Earn Attention
Encourage Sharing
✓ Manage Fear
26@dmscott / #MP2010
✓Buyer Personas
27@dmscott / #MP2010
28@dmscott / #MP2010
29@dmscott / #MP2010
30@dmscott / #MP2010
Hotel buyer personas
Event planner
Businessperson
Corporate travel manager
Couple organizing a wedding
Family choosing a
vacation spot
31@dmscott / #MP2010
Photo courtesy thestranger.com 32@dmscott / #MP2010
Photos courtesy .theparentcompany.co.uk and guardian.co.uk
33@dmscott / #MP2010
Photo courtesy pedalsbicycles.com 34@dmscott / #MP2010
35@dmscott / #MP2010
What do you want buyers to believe?
Example:
“Gatorade improves your athletic performance.”
36@dmscott / #MP2010
37@dmscott / #MP2010
38@dmscott / #MP2010
39@dmscott / #MP2010
40@dmscott / #MP2010
✓Earn Attention
41@dmscott / #MP2010
Old rule: BUY your way in with advertising
42@dmscott / #MP2010
Old rule: BEG your way in with the media
= ?
43@dmscott / #MP2010
Old rule: BUG your in way by selling
Image credits cardealers.ltd.uk / gizmag.com / publicradio.org44@dmscott / #MP2010
New rule: EARN Attention by Publishing your way in
45@dmscott / #MP2010
TechWiseTV from Cisco“Information you can use from Geeks you can Trust”
46@dmscott / #MP2010
TechWiseTV from Cisco
47@dmscott / #MP2010
48@dmscott / #MP2010
49@dmscott / #MP2010
50@dmscott / #MP2010
51@dmscott / #MP2010
On the web, you ARE what you
publish…
52@dmscott / #MP2010
✓Encourage Sharing
53@dmscott / #MP2010
Word-of-mouse
54@dmscott / #MP2010
55@dmscott / #MP2010
56@dmscott / #MP2010
57@dmscott / #MP2010
What does this company do?
[Company X (Nasdaq: XXXX)] provides business integration software to integrate, assemble and optimize available IT assets to drive business process productivity. [Company X] delivers an innovative, enterprise-class business integration platform that incorporates proven integration technology with next generation capabilities into one interoperable set of tools that delivers a unique combination of efficiency, agility and control.
58@dmscott / #MP2010
What does this company do?
[Company X (Nasdaq: XXXX)] provides business integration software to integrate, assemble and optimize available IT assets to drive business process productivity. [Company X] delivers an innovative, enterprise-class business integration platform that incorporates proven integration technology with next generation capabilities into one interoperable set of tools that delivers a unique combination of efficiency, agility and control.
59@dmscott / #MP2010
60@dmscott / #MP2010
Company Overview
Since its founding, Company Y has remained faithful in its commitment to producing unparalleled entertainment experiences based on its rich legacy of quality creative content and exceptional storytelling. Today, Company Y is divided into four major business segments… Each segment consists of integrated, well-connected businesses that operate in concert to maximize exposure and growth worldwide.
61@dmscott / #MP2010
62
Company Overview
Since its founding, The Walt Disney Company has remained faithful in its commitment to producing unparalleled entertainment experiences based on its rich legacy of quality creative content and exceptional storytelling. Today, Disney is divided into four major business segments… Each segment consists of integrated, well-connected businesses that operate in concert to maximize exposure and growth worldwide.
@dmscott / #MP2010
Image: shutterstock
Who the hell ARE these people?
63@dmscott / #MP2010
@dmscott / #MP2010 64Image: Shutterstock / Kurhan
Does she REALLY work at your company?
Hey IBM: Who is the bald headed dude??
65@dmscott / #MP2010
If possible, use employees
66@dmscott / #MP2010
@dmscott / #MP2010 67
Speak to your buyers in their language, not
yours…
68@dmscott / #MP2010
69@dmscott / #MP2010
Parents against reprehensible metal music
70@dmscott / #MP2010
…links to Toyota Matrix
71@dmscott / #MP2010
72@dmscott / #MP2010
The BACK button is the 3rd most used Web feature.
Not quite the average: An empirical study of Web useWeinreich, Obendorf, Herder, & Mayer - University of Hamburg, Germany
73@dmscott / #MP2010
@dmscott / #MP2010 74Photo: Erin Weed via Flickr
75@dmscott / #MP2010
76@dmscott / #MP2010
77@dmscott / #MP2010 Photo: Erin Weed via Flickr
@dmscott / #MP2010 78Photo: Erin Weed via Flickr
@dmscott / #MP2010 79Photo: Erin Weed via Flickr
@dmscott / #MP2010 80Photo: Erin Weed via Flickr
81@dmscott / #MP2010
82@dmscott / #MP2010
83@dmscott / #MP2010
@dmscott / #MP2010 84
85@dmscott / #MP2010
Old rules of measurement
Press Clips
SalesLeads
86@dmscott / #MP2010
New ways buyers solve problems
87@dmscott / #MP2010
88@dmscott / #MP2010
89@dmscott / #MP2010
90@dmscott / #MP2010
91@dmscott / #MP2010
92@dmscott / #MP2010
93@dmscott / #MP2010
94@dmscott / #MP2010
95
“Henry Posner saves the day. B&H is…like the Tina Turner song…Simply the Best.”
“Wow. What a treat to have Henry Posner of B&H here!!!”
@dmscott / #MP2010
South-by-Southwest blogger lounge
96@dmscott / #MP2010
97@dmscott / #MP2010
98@dmscott / #MP2010
99@dmscott / #MP2010
100@dmscott / #MP2010
101@dmscott / #MP2010
Thousands of Bloggers
102@dmscott / #MP2010
Hundreds of mainstream media stories
103@dmscott / #MP2010
@dmscott / #MP2010 104
“34 percent increase in flight bookings.”
"The results so far are outstanding, especially considering current economic difficulties.”
Preliminary results
Peter Lawlor Queensland, Australia State Tourism Minister
✓ Manage Fear
105@dmscott / #MP2010
fear
106@dmscott / #MP2010
“Hang on!…”
• “We’re ____________________”
• “We can’t put videos on YouTube.”• “We can’t blog.”• “Our customers won’t understand.”• “Our bosses won’t let us.”
107@dmscott / #MP2010
108@dmscott
109@dmscott
“We want 330,000 people to be in Public Affairs.”
Colonel Michael G. Caldwellacting director of public affairs for the United States Air Force
110@dmscott
111@dmscott
112@dmscott
113@dmscott
@dmscott / #EE09 114
@dmscott / #EE09 115
@dmscott / #EE09 116
Brand Journalism
PhotosVideosSocial media
@dmscott / #EE09 117
@dmscott / #MP2010 118
Toilet marketing
@dmscott / #MP2010 119
Toilet marketing
@dmscott / #MP2010 120
Toilet marketing
122@dmscott / #MP2010
( Except control )
123@dmscott / #MP2010
Site: www.DavidMeermanScott.com
Blog: www.WebInkNow.com
Twitter: dmscott
David Meerman Scott
124@dmscott / #MP2010
125@dmscott / #MP2010
