The New Rules of Engagement

presents

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 thingswe 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 conversationwith 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

Twitter

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

1.Monitor conversations2.Participate in conversations3.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