Do It Wrong Quickly What Corporations Need from PR in Today’s Transforming Marketplace

1. Do It Wrong QuicklyWhat Corporations Need from PR in Today’s Transforming Marketplace Mike Moran

2. Welcome to the world beyond clips • Are you still counting clips? • The stockholders don’t care • In a world where newspapers and television are in retreat, what is a hardworking PR person to do?

3. The good old days in public relations • If you had the right people in your Rolodex • And you knew the right things to say • You got your story told • But you were never sure how many people really got the message

4. The good new days in public relations • You can target even the smallest group • You can measure the results of everything you do • You must change your message in response to what your customers: • Say (comments, blogs, product ratings) • Do (search, purchases, page views)

5. The times they are a-changin’ • TV, radio, and print are all laggingthe Web, especially with youngerconsumers • Moreover, the media shift is also a change from passive reception to interaction UK Web usage overtakes TV viewing 164 Web minutes per day vs. 148 TV minutes Source: Google survey March 2006 Japan Has 59% of All Mobile Web Users Source: Univeristy of Japan survey 2005

6. Don’t be a PR expert—be a storytelling expert • You know what makes a good story • Start using that skill in more places

7. PR folks have always had gatekeepers • Magazines and newspapershave editors • TV programs haveproducers • A good PR person alwaysneeds a story that gets past the gatekeepers to reach the target audience • The Web is no different—who are the new gatekeepers?

8. Netflix treats bloggers like press • When the blogger writes a story, he routinely requests and gets comment from Netflix • Netflix invited a blogger among just five media types for the preview of their download service New Gatekeeper #1Bloggers 1

9. What happens when you ignore bloggers? • Kryptonite: “Our customers don’t read blogs” • Yeah, but reporters do… • “Picked by a Bic” is not a great headline

10. Dell was flamed for not being real • But they recovered • Dell quickly admitted its mistakes and promised to do better • The blogosphere eventually gave Dell credit for trying

11. This isn’t so new—it’s what the Web is about • You always wanted to attract links to your site • You always had hate sites for those with a tin ear

12. Are you tapping into “word of mouse”? • Social media allows word of mouth to be spread further and faster than ever • Are your messages easy to pass along? New Gatekeeper #2Customers 2

13. What is social media marketing anyway? • Growing out of search marketing, and public relations before that • Social media marketing is any way you can get attention for your message using people connected to the Internet People + message + Internet = social media marketing

14. Blendtec shows how its done

15. Sometimes you just need to react to good fortune

16. If you ignore customers, they flame you • The only responses to this message were from other aggrieved customers • The company maintainedradio silence

17. Helpful content beats marketing hype • You must appeal to Google • And to readers • Think like a reporter—just the way PR people always have New Gatekeeper #3Search Engines 3

18. Great content makes your site a link magnet Attract one-way links with content people want to link to • Make your content interesting and fresh • Blogs • Podcasts • Provide something unique,such as a useful free tool

19. What if you’re not relevant? Google ignores you. Search marketing yields the lowest cost per lead (and the most qualified leads) So that’s where the money is going (and this chart shows only paidsearch fees)

20. FTD marketing head fired for poor search results

21. The Three Rs of Marketing 2.0 • RealNo more of the old marketing hype. Tell the truth. Admit your mistakes. • RelevantYou can’t interrupt people anymore. You must have what they want. • ResponsiveMarketing is no longer a monologue. You must answer your customers.

22. PR pros must help all employees do the job • Companies must coordinate these techniques • But they can’t centralize them Every Web page must be written for search There can’t be any blogging department Information knows no country boundaries Metrics are everyone’s job Web feeds can be customized for each customer

23. How do you listen? With software and services • Reputation Monitoring services • Google Alerts

24. How do you coordinate across your company? Employee Blogging Policy • Blogs may not contain any company confidential information. • All bloggers must be approved by their managers before publishing their first entry. • Blogs may not contain any advertising. Evangelism, training, and policies

25. Why is this so tough? It seems logical, but are you stuck?

26. Technical versus adaptive change • Why are some changes difficult? • Example: Getting up one hour earlier each day

27. Understand that culture changes are adaptive • People must overcome their habits • People may feel stupid • People may feel disloyal • They might also be afraid

28. Read all about it • “Buy this book, read it, and then read it again.”--Chris Sherman, Search Engine Watch • Updated at each printing The search marketing best seller Miami Herald: A Top Biz Book of 2007 • “Great book.”--Robert Scoble, Scoblizer blog • “Act now and read it.”--Bryan Eisenberg, Author of #1 best seller Waiting for Your Cat to Bark? For more information about the books, and for the free Biznology newsletter and blog: www.mikemoran.com