I can across this while researching my Masters thesis.
“But now I must warn you: Many people who adhere to the old rules will fight you on this strategy. If you are a marketing professional who wants to reach your buyers directly, you will likely encounter resistance from corporate communications people. PR folks will get resistance from their agencies. They’ll say the old rules are still in play. They’ll say you have to focus on ‘the four Ps’. They’ll say you need to talk only about your products. They’ll say that the media is the only way to tell your story and that you can use press releases only to reach journalists, not your buyers directly. They’ll say that bloggers are geeks in pajamas who don’t matter.”
I know the blogger mention does narrow this, but when do you think this was published? The term blog was first used in 1997 and by 2002, blogs were mainstream in political communications (ref). Look at the rest of the quote. When was the last time you heard a corporate communicator refuse to define an audience? I first formally studied marketing in 1994 and already the 4 Ps were losing favor. And journalists and print media have been encountering reduced circulation for years.
So, when was this published? This quote is from The New Rules of Marketing & PR by David Meerman Scott, published in 2007 – only three years ago. From those attitudes, I expected it to be from the early 2000s at the latest, by someone who has just discovered the internet (remember introducing your grandparents the net?).
Luckily, this pessimistic, out-dated view is perfect for my thesis on communications barriers.
Social media is oft blamed for society’s degradation. People have little hesitation in broadcasting their lives to the world, with seemingly little thought of consequence. Last night’s Social Media Club session brought together some people who are very concerned with privacy give give their views to those who are creating the social media platforms.Moderator: Declan McCullagh, Senior Correspondent with CBS News WebsitePanelists:Michael Schechter, Senior Program Manager with BingSue deLaauw, Senior Director Corporate Brand Marketing with Blue ShieldTim Schigel, CEO and Co-founder of ShareThisTim Collins, Senior Vice President Experiential Marketing, Wells FargoRyan Singel, Blogger and Journalist with WIREDThe main take aways from the session are:
- Privacy expectations are relative to life stages. Youth see opportunities, older people see threats
- Trust is assumed, but easily lost
- Highly targeted advertising can be creepy – consumers opting to customize their tracking profile, correcting and adding more data
- Americans have a lower expectation of privacy than, say, Germany – could be from a strong freedom of speech culture
- People still want control – foursquare is a success because of this
- Companies are screening consumer volunteered public information. Personal details (including medical) are removed, even when offered. From Michael’s smile people have offered Bing LOTS of over-share.
- Social media creates transparency through recording our lives.
- Teens using false names online to avoid having “teen fun” catching up with them later
- No formal studies but residents of central states more likely to over-share financial then on either coast. Overlay with political preference maps and it tells a strong story
Video of the full discussion is here.
New York Times has published a list of 10 Simple Google Google Search Tips. Even being the fangirl that I am, I wasn’t aware of a couple of these operators. Check out the list for some great widgets, like how to check international times and currencies – Google wins again!Find the entire list here…
One of my favorite things about the internet is that it breaks down geographic barriers. About 80-100 people attended last week’s Social Media Club gathering in San Francisco. Another 780 watched via Ustream.Side note: Melbourne has just launched a Social Media Club. Check it out here.
We all know about finding the correct audience and tools for the message, so when I was voicing my disgust in 2DAY FM’s new processes dealing with Kyle and Jackie O’s foul breakfast programme I only aimed for my Twitter followers. There’s a wider range of people in my FaceBook friends and I didn’t think it would be as well received.I slipped up using TweetDeck and forgot to deselect the FaceBook option. The message went to both sites.The response was surprising.On Twitter there was one response (not someone following me) trying to recruit me into a boycott of Kyle and Jackie O’s sponsors.Within minutes on FaceBook friends had “liked” the status with one comment added the next morning. In total there are eight responses. Unfortunately none of the 2DAY FM fans prompted a debate but when I thought it was too controversial for my FaceBook friends it was a good result.If you want to follow my tweets, my username is biancajsmith.