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
Relationship marketing vs. product marketing
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
Be perceived as a great source of information Meet people who share your interests Provide an alternate point of contact
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
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