Lose Control of your Marketing: The NEW New Rule of Marketing & PR
- David Meerman Scott
- Wed., Jan. 7, 2009, 12pm ET (9am PT)
- 90 minutes
The old rules of marketing measurement used two metrics that don't matter for spreading ideas, especially online:
- We measured "leads"—how many business cards we collected; how many people called the toll free number; how many people stopped at the tradeshow booth; and how many people filled out a form on our Web site, providing their email address and other personal information.
- We measured "press clips"—the number of times our company and its products were mentioned in mainstream media like magazines, newspapers, radio, and television.
David Meerman Scott says that these ways of measurement actually cause marketers to do the wrong things. It hinders success and often leads to failure. Join him in this 90-minute online seminar to learn the most important NEW new rule of marketing and PR.
For your ideas to spread and rise to the status of a World Wide Rave, you've got to give up control. Make your information on the Web totally free for people to access, with absolutely no virtual strings attached: no electronic gates, no registration requirements, and no email address checking necessary. You need to think in terms of spreading ideas, not generating leads. A World Wide Rave gets the word out to thousands or even millions of potential customers. But only if you make your information easy to find and consume.
Told with many case studies and real-world examples, this a practical discussion about the NEW New reality of PR and marketing.
David Meerman Scott is a marketing strategist, entrepreneur, keynote speaker, seminar leader, and the author of the number-one best-selling PR and marketing book The New Rules of Marketing and PR: How to use news releases, blogs, viral marketing and online media to reach buyers directly, which is being published in 20 languages. He is a recovering VP of marketing for two publicly traded technology companies and was also Asia marketing director for Knight-Ridder, at the time one of the world’s largest newspaper and electronic information companies. David has lived and worked in New York, Tokyo, Boston, and Hong Kong and has presented at industry conferences and events in over twenty countries on four continents. Check out his blog at www.WebInkNow.com or download his free ebook The New Rules of Viral Marketing: How word-of-mouse spreads your ideas.
Who Should Attend?
Client-side and agency staffers, marketers, communicators, and PR people from both B2C and B2B worlds. Because Scott's ideas are virtually free to execute, his session is especially valuable for start-ups, entrepreneurs, CEOs, and those facing a reduced budget in 2009
What Will You Learn?
- Why an obsessive focus on traditional marketing and PR Return on Investment (ROI) measures lead to social media failure
- Examples of companies that stopped offering Web content (such as white papers) as lead bait and saw a 20-fold to 50-fold increase in downloads
- Why measuring success by focusing only on the number of times the mainstream media write or broadcast about you misses the point.
- The reasons why for many executives, an obsession with ROI is just a convenient excuse to shy away from something new and untested
- Important measurements that you CAN focus on that predict success in a social media driven online world
- Fascinating parallels in the music industry where those having the confidence to provide music for free become famous and the old command-and-control driven industry just thinks the new way is like smoking dope
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