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The New Rules of Engagement


Who  What  Why  How 


It’s about linking people and groups with common interests to each other by delivering and exchanging content through new, emerging and scalable technologies.  It’s about many talking to many, not one talking to many.  It’s about democratizing information dissemination, i.e. everyone can be an expert. 


Providing a medium for things we already do socially.


Inform  Educate  Connect  Exchange  Communicate  Sell  Indoctrinate  Reinforce 


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Relationship marketing vs. product marketing

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Quality of relationship is as important as price and quality in buyer-suppler interaction longevity


People want to know other people’s business ◦ 12 in 2000; more than 200 today ◦ From celebrities to everyday people ◦ Not you? Doesn’t matter. They want to know about you.


If you can’t communicate, you’re dead in the water: ◦ Communication inspires, leads, educates and connects ◦ It’s important internally, with customers and with suppliers


From personalization to efficiency and back again ◦ Used to buy from the corner store ◦ The Wal-Mart era ◦ Organic and direct-from-producer foods


1994: 10,000 Web sites  2009: 239 million Web sites 

A few years ago, a few million Facebook users  Today: 250 million Facebook users 


Crowdsourcing  Customer loyalty  Stop interrupting 

Have a conversation with your customers.


Profile  Contacts  Recommendations  Introductions  Groups  Events  Questions 


Nearly 50 million users  Individuals  Companies (more recently)  Job seekers  Recruiters 


http://www.linkedin.com  Creating a company profile 


Groups  Pages  Fans  Friends  Advertising  LinkedIn App  Blog Notes  Causes  Surveys 


Surpassed MySpace in 2008 with 132 million users  Now 250 million users  Companies  Causes 


Facebook  Facebook Ads 


Adobe ◦ Maker of Photoshop ◦ Real or fake?

Facebook users voted  13,000 added to page  10% played game  6% shared game  6% purchased product 


Texting tool ◦ 140 characters ◦ Can include links

Tweets  Twitter apps 


Growing a 1300% annual rate  40% retention rate  10% of users generate 90% of content 


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Twitter


Be perceived as a great source of information  Meet people who share your interests  Provide an alternate point of contact 


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See for yourself


The secret San Francisco sushi spot  Yelp traffic is doubling every six months  Other review sites have flattened 


Wordpress  Blogspot  Typepad  Blogger  Moveable Type  Most allow you to use your own URL  Example: marketingspoonful.com 


On July 31, 2006: 50 million blogs  By 2008: 128 million  Today: Nearly 200 million  400 million people globally read blogs  Two blogs created each second  18 posts per second 


Positions you as a thought leader  Provides a point of contact  Invites dialogue with stakeholders  Enhances transparency 

6. Monitor

conversations 7. Participate in conversations 8. Shape conversations


Different people like to communicate in different ways ◦ Facebook surpassed 1 billion messages per day ◦ 3,000 messages per day; 10 are remembered

Media are more powerful when used together ◦ Message must be heard 10 times to spur action


The New Rules of Marketing & PR ◦ David Meerman Scott

Mashable.com  AllFacebook.com 


Marketing 2.0