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“The New Rules of Marketing and PR” by David Meerman Scott Social Media is not just an ption for marketing and PR it is a must..

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"The New rules of Marketing and PR"

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Page 1: Tradebook Review

“The New Rules of Marketing and PR”

by David Meerman Scott

Social Media is not just an option for marketing and PR it is a

must..

Page 2: Tradebook Review

Who is David Meerman Scott?

David Scott at the height of the dot.com boom was Vice President of marketing at NewsEdge Corporation.

He gained a lot of experience in his prior position as Asia marketing director for the online division at Knight-Ridder. At that time it was one of the largest newspaper companies in the world.

Against the advice of the PR professionals that told him to not put valuable information online “somewhere competitors could steal it.”

He was fired from NewsEdge in 2002 because they said he was too radical with his new ideas.

Page 3: Tradebook Review

Purpose behind the book…

Inform companies that are already in existence, and also for those that are thinking of starting a new business the importance of social networking in their marketing plans.

David’s passion for social media and the use of it in companies today is emanate throughout the entire book.

This means not only having a webpage, but having blogs, Facebook, twitter and other social networking tools to interact with consumers by gaining feedback about the products and services.

Page 4: Tradebook Review
Page 5: Tradebook Review

How will social media gain more sales/revenue?

By marketing to what consumers want, which is easy through Facebook, Twitter and blogging.

Focusing on the “New Rules.”

What are the new rules? Putting the buyer before the product. Using social networking to both promote and sell

products and services. Marketing to the specific “buyer persona”. Being able to take negative feedback through

blogs, and then being able to make adjustments that will be beneficial in the long run.

Page 6: Tradebook Review
Page 7: Tradebook Review

Social Media into a Business Plan?

The marketing mix in a Business Plan: Product, Place, Price, and Promotion.

However with David’s new rules, this is no longer true. Your number one focus as a marketer should be the buyer and where they are located.

In most cases the internet is where you will find people engaging in social networking.

Page 8: Tradebook Review

Rules of the RAVE

These are distinct guidelines that David gives on how to make your products, ideas and services worth sharing on the web:

1. Nobody cares about your product *(but you).

2. No coercion required.

3. Lose control

4. Put down roots.

5. Create triggers that encourage people to share.

6. Point the world to your (virtual) doorstep.

He believes that by following these rules you can start a “Rave” in the social media world that people WILL talk about and want to share with their communities.

Page 9: Tradebook Review

Blogging reaches out…

I learned quickly by reading this book that blogging is way more beneficial than I imagined.

It helps to not only promote your thoughts, beliefs and feelings, but when you start sharing it can create others to do the same.

For companies it is useful to gain feedback on what “the people” are saying about their services and products.

I have felt many times as though writing about an issue on a blog won’t really cause a movement, yet I saw by reading this book my mindset on that definitely needed to change.

Page 10: Tradebook Review

Social Networking for Advertising?

Facebook promotes ads that cater to what we “like”.

Twitter suggests companies and brands to follow.

For me that is shopping: So ads for stores come up on my homepage for me to check out.

If you really want people to see your ads, social networking sites are the prominent place because this is where the people are.

Newspapers and billboards just wont cut it in the advertising aspect of a company anymore.

Page 11: Tradebook Review
Page 12: Tradebook Review

Who can benefit most by reading this

book?

Anyone that is either already in Marketing and PR, and also anyone that plans to do so.

From those that are the CEOs of the big fortune companies, to those that are thinking of starting their own business and anywhere in between that.

If you want to market yourself, someone else, a product or service in order to succeed in gaining a long lasting “RAVE” it starts and ends with social media.