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Kindle Notes & Highlights
When people come to you online, they are not looking for TV commercials. They are looking for information to help them make a decision.
I'm not of the belief that the only marketing worth doing is on the web. If your newspaper advertisements, Yellow Pages listings, media outreach, and other programs are working for you,
There is room in many marketing and PR programs for traditional techniques.
we should be targeting the plugged-in bloggers, online news sites, micropublications, public speakers, analysts, and consultants who reach the targeted audiences who are looking for what we have to offer. Better yet, we no longer even need to wait for someone with a media voice to write about us at all. With social media, we communicate directly with our audience, bypassing the media filter completely.
Marketing is more than just advertising. PR is for more than just a mainstream media audience.
People like to do business with people they like.
This book is filled with useful & practical information. One of the best I've seen in a long time.
Event organizers must see beyond their immediate need to put ‘bums on seats’ for the next event and instead engage people to build support and loyalty over many years.”
You have to stop thinking like an advertiser of a product and start thinking like a publisher of information.
Create information that people want. Create an online presence that people are eager to consume.
ignoring forums can be hazardous to your brand, while participating as a member allows you to reap rewards.
What's important is first getting out there; after that, remember that authenticity and honesty are always paramount.
On the web, customers, stakeholders, and the media can immediately see what's on people's minds.
The Internet is like a massive focus group with uninhibited customers offering up their thoughts for free!
The most successful companies come in and provide ideas and advice on a wide variety of subjects and topics in their field. They are full and active participants in the community.
a listserv is a way that groups of like-minded people stay connected to one another. Typically, any member can post to the list, but instead of requiring people to go to a central place to read messages, a listserv sends messages out to the members of the group via email.
Wikis are websites that permit users to update, delete, or edit the content on the site.
my blog is the most important marketing and PR tool I have as a marketing and PR speaker, writer, and consultant.
Every word of every post is indexed by Google, Bing, Yahoo!, and the other search engines, so when people look for information on the topics I write about, they find me.
Journalists find me through my blog and quote me in newspaper and magazine articles without my having to pitch them
For my small business, I determine ROI by asking everyone who contacts me for the first time, “How did you learn about me?
blogging most certainly generates returns for anyone who creates an interesting blog and posts regularly to it.
A blog is almost always written by one person who has fire in the belly and wants to communicate with the world.
I often suggest that small companies and individual entrepreneurs create a blog rather than a standard website because a blog is easier to create for someone who lacks technical skills.
Blogs are independent, web-based journals containing opinions about anything and everything.
The Four Uses of Blogs for Marketing and PR
monitor
participate
work
with bloggers who write about your industry, company, or products. 4. To begin to shape those conversations
understand the unwritten rules of blogging, and the best way to do that is to read blogs.
Many organizations cultivate powerful relationships with the bloggers who write about their industry.
Text-mining technologies extract content from millions of blogs so you can read what people are saying;
all marketing and PR people need to go to blog search engines and run a query on their organization's name, the names of their products and services, and other important words and phrases such as executives' names.
Technorati6 is an excellent blog search engine. It allows you to instantly see if any of the 112 million blogs that it tracks have any information you need to know. Google Blog Search is another popular blog search engine.
Opinions are offered on blogs, and understanding the sum of those opinions is very important.
become an expert in what's being said about your organization on blogs.
Leaving comments on someone's blog is one of the best ways to participate in a conversation.
One of the currencies of social media is that when you participate, people find out who you are. When you leave a comment on someone else's blog post, you can link to your profile on the web.
Obama won the U.S. presidential election because he was the candidate who most strongly embraced social media.
The video, Air New Zealand—Crazy about Rugby—Safety Video,7 was released on YouTube and quickly generated nearly a million views.
check this video out!
all marketers need to do is communicate to people. People want to do business with people,
A podcast is simply audio content connected to an RSS feed.
“Podcasting of music has been a real success with the under-25 crowd,” he says. “Podcasting has allowed people to hear the music of groups that are good but perhaps don't have a big label behind them.
podcasting is also an increasingly important part of the marketing mix.
press releases have been available for free to anyone with an Internet connection and web browser.
a definition of public relations that has become the most accepted and widely used: “Public relations helps an organization and its publics adapt mutually to each other.” Nowhere does this description mention the media. PR is about reaching your audience.
Don't just send news releases when big news is happening; find good reasons to send them all the time.
keyword-rich language
offers that compel consumers to respond to your release
Place links in releases
