The Public in the Machine - Using the latest online tools that put PR in the driver's seat
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Transcript of The Public in the Machine - Using the latest online tools that put PR in the driver's seat
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The Public in the Machine
Using the Latest Online Tools That Put PR in the Driver’s Seat
Ed SchipulSchipul - The Web Marketing Company
www.schipul.com
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A virtual conference on the RPG Second Life
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Humans in the Machine
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How’d They Get In There?
‣User-generated content rules
‣Why do these new PR trends matter?
‣Naked Conversations - the new PR
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The Internet as a Conversation
Source: http://www.sifry.com/alerts/archives/000493.html
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Yes, and ...
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User-generated content
‣ USERS add and edit content
‣ Relinquishing control
‣ Joining the conversation
Distributed authoring means:
Source: http://www.sifry.com/alerts/archives/000493.html
2. Engadget (www.engadget.com)
2. BoingBoing (www.boingboing.net)
3. Gizmodo (www.gizmodo.com)
4. LifeHacker (www.lifehacker.com)
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Levi commercials put your face on it!
Levi’s allowed users to create their own videos with their faces and alternate endings
- Funniest videos won $100 gift cards
Watch an ad: http://www.youtube.com/watch?v=SPNPYkl20mc
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ThreadlessThousands of users create, vote on and buy
the t-shirts they like best!
www.threadless.com
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Lather up!Dove gets user-submitted commercials to air
during 2007 Academy Awards
http://www.dovecreamoil.com/
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Welcome to the Blogosphere
•How do Blogs make good PR sense?
‣Interactive
‣Conversational
‣Cost-effective
‣Powerful connectors
http://www.blogmaverick.com/
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Walmarting Across America
Disclosure is key!
Lessons learned:
• Blog integrity matters• Don’t be a flogger• Transparency!www.walmartingacrossamerica.com
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What does the Blogosphere say about
you?
Technorati search: www.technorati.com
Google Trends search: http://www.google.com/trends
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Podcasting makes for good PR
‣Go beyond the press release
‣Get creative with ‘Golden Tickets’ to encourage regular listeners
http://www.forimmediaterelease.biz/ http://www.podshow.com/
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Supreme efficiency with RSS
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Opportunities in the New PR
•Focus on strategy
•It is a conversation - you have a voice
•PR is truly PUBLIC relations
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Recommended• Micropersuasion Blog (
www.micropersuasion.com)
• IdeaGrove Blog (www.ideagrove.com/blog)
• Richard Edelman 6 A.M. Blog(http://www.edelman.com/speak_up/blog/)
• Naked Conversations book
• The World is Flat book
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Opportunities in the New PR
•Humans in the Machine - think Strategy
•It is a conversation - “yes, and”
•PR is truly PUBLIC relations
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Thank you!Ed Schipul, CEOSchipul - The Web Marketing Company
www.schipul.comwww.brandtobedetermined.com
v. (281) 497.6567