Do It Wrong Quickly

panicyfewInternet and Web Development

Nov 18, 2013 (3 years and 10 months ago)

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© 2008 Mike Moran

Mike Moran

www.mikemoran.com

Do It Wrong Quickly

What Corporations Need from PR in
Today’s Transforming Marketplace



Mike Moran





Mike Moran



© 2008 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?

Mike Moran



© 2008 Mike Moran

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

Mike Moran



© 2008 Mike Moran

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)

Mike Moran



© 2008 Mike Moran

5

The times they are a
-
changin’


TV, radio, and print are all lagging

the Web, especially with younger

consumers


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

Mike Moran



© 2008 Mike Moran

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

Mike Moran



© 2008 Mike Moran

7

PR folks have always had gatekeepers


Magazines and newspapers

have editors


TV programs have

producers


A good PR person always

needs a story that gets past the gatekeepers to
reach the target audience


The Web is no different

who are the new
gatekeepers?

Mike Moran



© 2008 Mike Moran

8

Netflix treats bloggers like press

1

New Gatekeeper #1

Bloggers


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

Mike Moran



© 2008 Mike Moran

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

Mike Moran



© 2008 Mike Moran

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

Mike Moran



© 2008 Mike Moran

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

Mike Moran



© 2008 Mike Moran

12

Are you tapping into “word of mouse”?

2

New Gatekeeper #2

Customers


Social media allows word of
mouth to be spread further
and faster than ever


Are your messages easy to
pass along?

Mike Moran



© 2008 Mike Moran

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

Mike Moran



© 2008 Mike Moran

14

Blendtec shows how its done

Mike Moran



© 2008 Mike Moran

15

Sometimes you just need to react to good fortune

Mike Moran



© 2008 Mike Moran

16

If you ignore customers, they flame you


The only responses to this message were from other
aggrieved customers


The company maintained

radio silence

Mike Moran



© 2008 Mike Moran

17

Helpful content beats marketing hype

3

New Gatekeeper #3

Search Engines


You must appeal to Google


And to readers


Think like a reporter

just the
way PR people always have

Mike Moran



© 2008 Mike Moran

18

Great content makes your site a link magnet


Make your content interesting
and fresh


Blogs


Podcasts


Provide something unique,

such as a useful free tool


Attract one
-
way links with
content people want to link to

Mike Moran



© 2008 Mike Moran

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
paid

search
fees
)

Mike Moran



© 2008 Mike Moran

20

FTD marketing head fired for poor search results

Mike Moran



© 2008 Mike Moran

21

The Three Rs of Marketing 2.0


Real


No more of the old marketing hype.




Tell the truth. Admit your mistakes.


Relevant


You can’t interrupt people anymore.




You must have what they want.


Responsive

Marketing is no longer




a monologue.




You must answer




your customers.

Mike Moran



© 2008 Mike Moran

22

PR pros must help all employees do the job


Companies must
coordinate

these techniques


But they can’t
centralize

them

There can’t be any
blogging
department

Every

Web page
must be written
for search

Web feeds can be
customized for
each

customer

Information
knows
no

country
boundaries

Metrics are
everyone’s job

Mike Moran



© 2008 Mike Moran

23

How do you listen? With software and services


Reputation
Monitoring services


Google Alerts

Mike Moran



© 2008 Mike Moran

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

Mike Moran



© 2008 Mike Moran

25

Why is this so tough?

It seems logical, but are you stuck?

Mike Moran



© 2008 Mike Moran

26

Technical versus adaptive change


Why are some
changes difficult?


Example: Getting up
one hour earlier each
day

Mike Moran



© 2008 Mike Moran

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

Mike Moran



© 2008 Mike Moran

28

Read all about it


“Buy this book, read it, and then
read it again.”


--
Chris Sherman, Search Engine Watch


Updated at each printing







www.mikemoran.com

The
search
marketing
best seller

For more information about the
books, and for the free Biznology
newsletter and blog:

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?