The Public in the Machine - Using the latest online tools that put PR in the driver's seat
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Transcript of The Public in the Machine - Using the latest online tools that put PR in the driver's seat
The Public in the Machine
Using the Latest Online Tools That Put PR in the Driver’s Seat
Ed SchipulSchipul - The Web Marketing Company
www.schipul.com
A virtual conference on the RPG Second Life
Humans in the Machine
How’d They Get In There?
‣User-generated content rules
‣Why do these new PR trends matter?
‣Naked Conversations - the new PR
The Internet as a Conversation
Source: http://www.sifry.com/alerts/archives/000493.html
Yes, and ...
User-generated content
‣ USERS add and edit content
‣ Relinquishing control
‣ Joining the conversation
Distributed authoring means:
Source: http://www.sifry.com/alerts/archives/000493.html
2. Engadget (www.engadget.com)
2. BoingBoing (www.boingboing.net)
3. Gizmodo (www.gizmodo.com)
4. LifeHacker (www.lifehacker.com)
Levi commercials put your face on it!
Levi’s allowed users to create their own videos with their faces and alternate endings
- Funniest videos won $100 gift cards
Watch an ad: http://www.youtube.com/watch?v=SPNPYkl20mc
ThreadlessThousands of users create, vote on and buy
the t-shirts they like best!
www.threadless.com
Lather up!Dove gets user-submitted commercials to air
during 2007 Academy Awards
http://www.dovecreamoil.com/
Welcome to the Blogosphere
•How do Blogs make good PR sense?
‣Interactive
‣Conversational
‣Cost-effective
‣Powerful connectors
http://www.blogmaverick.com/
Walmarting Across America
Disclosure is key!
Lessons learned:
• Blog integrity matters• Don’t be a flogger• Transparency!www.walmartingacrossamerica.com
What does the Blogosphere say about
you?
Technorati search: www.technorati.com
Google Trends search: http://www.google.com/trends
Podcasting makes for good PR
‣Go beyond the press release
‣Get creative with ‘Golden Tickets’ to encourage regular listeners
http://www.forimmediaterelease.biz/ http://www.podshow.com/
Supreme efficiency with RSS
Opportunities in the New PR
•Focus on strategy
•It is a conversation - you have a voice
•PR is truly PUBLIC relations
Recommended• Micropersuasion Blog (
www.micropersuasion.com)
• IdeaGrove Blog (www.ideagrove.com/blog)
• Richard Edelman 6 A.M. Blog(http://www.edelman.com/speak_up/blog/)
• Naked Conversations book
• The World is Flat book
Opportunities in the New PR
•Humans in the Machine - think Strategy
•It is a conversation - “yes, and”
•PR is truly PUBLIC relations
Thank you!Ed Schipul, CEOSchipul - The Web Marketing Company
www.schipul.comwww.brandtobedetermined.com
v. (281) 497.6567