Ch.16 and 17 summary

The New Rules of Marketing and PR.
CH.18-Video and Production Made Well, as Easy as Possible.

In Chapter 18 Scott discuss's Video and Podcasting and how to make them..you have to target your
" individual buyers with thoughtful info. that addresses some aspect of their lives or a problem they face"(pg.251). This will brand your company or organization as worthy of doing business with. to create audio and video you must have the proper equipment. This includes microphones, video cameras and software.

Video for your Buyers is the next section. organizations that deal with services and products were the first to use videos to market and deliver information to interested parties. companies using video is still new.video follows blogs and podcasts as a means get people to buy your product. business casual videos are being introduced to companies. this means that videos are less formal. they used to cost a lot to make.they were very rigged and structured. "Now professional and citizens can create content to reach readers and viewers faster and with less interference from stuffy conventions associated with content creation". It is easy for every day people to understand. when interviewing someone and a release form needs to be signed many professional are video recording the interviewee to say their name and other information which keeps lawyers away.

To get started with video you can use several formats. you can post a video to a video-sharing site. Youtube is most popular. their is also Vimeo and blip.tv. You can send others a link to the video from youtube. you can embed a youtube video to your blog or a news release. developing an online video channel. this is done by using an unique url. the ex. used is Weber Grills' Weber Nation website. Companies sometimes sneak corporate videos on youtube to make them seem like a user generated video. Vlogging or video blogging refers to video content that is embedded into a blog. vodcasting is another option. this is like a podcast,but using video. It is usually a component with a company. inviting your customer communities to submit video. this is a technique is used by companies to generate viral marketing interest, says the book.

 Podcasting is the last part of the chapter. this part has a list of ways to create a podcast. the first is to prepare. this means coming up with ideas for the show.recording when you are near a computer. this means you need a microphone which delivers sound into your computer. you need software as well to edit. you may need recording gear that you can take with you. Skype is a good way to interview someone then you record it on a digital recorder.you can choose to edit your audio files. this means clean them up. postproduction editing may include running a noise reduction program.

Tagging the audio is important. this adds text based info. about the audio. it makes it easy for someone to find. hosting and distribution is next. this is used when your podcast is too large. you can use such services as Liberated Syndication. This hosts large podcats. You have to promote your  podcasts and have a companion blog.

Ch.19 is called "How to use news releases to reach buyers directly". the first section reviews the new rules of news release from ch.7.  developing your own news release strategy is important. publishing news release not only to your website,but to other news release wires is a must. yahoo, google are two. you have to purchase a basic news release coverage area. you may also use RSS feeds. these are made available to other sites. posting your news release to your website or media room of your site is important.

Links in your news releases is something one should do. this can link content from your website to the news release,and other can look for more info. on your website. it also build traffic to your site becuase people may come back. focus on keywords and phrases your buyers use. include appropriate social media tags.

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The article we read was about fact checking. it has to do with a scandal in G.B. A conservative party member was implicated. This as to do with the problem is Isreal and Hammas. Memebers of their Government are twitting things and they may not be completly true. Journalists and reporters have no way to verify. my thoughs on the articl are the it is important. if you don't fact check you could cause all sorts of problems.

Ch.15-"Mobile marketing " Reaching Buyers wherever they are"

Chapter 15- "Mobile Marketing : Reaching Buyers Wherever They Are"

 Chapter 15 talks about how to reach your buyers through mobile marketing wherever you are.The first thing the book talks about is making your site mobile friendly. Most people today use their phones for everything. They are busy and want to be able to view things on the go. Making your website content easy to view on a small device is a must. Web browsing on your cell phone is becoming the norm. Displaying content quickly is important to people using their cell phones to stay connected to the web. Displaying the most crucial content on your site for people to view

The next section of the book talks about Building your audience via mobility. That means creating a website with content that keeps buyers/users coming back to use the site. Create a compelling website that keeps them from only visiting once to becoming a " long term fan" (pg.205).  Geolocation is important as well. People want to go to places that are nearby. GPS provides ways for the buyer and customer to come together easily. If your restaurant is located three blocks from my hotel and has a good rating I will go to your establishment instead of a fast food restaurant.  

Mobile applications such as Facebook places, Foursquare, and Gowalla all use GPS.  When GPS is in use the location is on and others can see where you may be at any given moment. GPS allows one to share their location with their friends. some restaurants offer specials if using Foursquare to check in.  You can earn free dessert for your table if you alert your friends as to where you are.  The book says “this works best with location based business like schools and churches.Some companies that hold events use foursquare techniques to increase engagement
at conference or meeting sessions” (pg.207).

The Mobile Media room a public software platform that allows use for Public relations and Marketing purposes .Scott says that more and more reporters are active mobiliy.  Scott has his own Iphone and Ipad applications. It feeds information  to his blog, online bookstore through Amazon, Twitter feed and videos. He believes that PR analyst relations , reporters, and investor relations departments should all create and use applications to reach their investor’s, analysts and others.  He says that companies need a  content-rich online media room filled with blog posts, videos, podcasts, e-books, and press releases.

An App for Everything talks about Applications used by people. Applications are “Computer software programs coded in browser supported languages (HTML, XML, PHP and other markup languages) which are developed to integrate websites with content and management features that allow people to maintain and control web based systems product” . Charmin came up with an App that finds a bathroom for you anywhere in the country. Its called The SitOrSqaut. Android phones have a live scoring app that allows you to view in real time point by point updates of the  tennis match. It is sponsored by the Association of Tennis Professionals.

The last section of the book is titled “ Cyber Graffiti With Wifi Network Names as Advertising”.
this section talks about Wifi network names. Some people use their family name or the name of the technology provider. Businesses can use their Wifi networks to as a promotional tool. If you live in a  highly populated area many people will see your network name.

Web Application definition:
https://www.google.com/url?url=http://www.canzdesign.com/info/Glossary&rct=j&sa=X&ei=c5ulULX1DMOY0QGtxIH4BA&ved=0CDEQngkwAA&q=web+applications&usg=AFQjCNGn-iZiUNgYuY1Tajs4qXhc1tbvLg.

" Pastry Baking company"

Pastry Bakes is a company that provides freshly baked goods to food service companies for universities and for its own store located in Springfield, Mass. We bake all our own pastry's, danish's, pies, cakes and more fresh everyday. We are open for Breakfast and Lunch everyday and on the weekend. We have coffee ,tea orange juice, apple juice and soda. Apple cider is on tap for those cold winter days. We provide free WiFi for our customers.  We bake custom cakes for birthdays and other celebrations. We serve sandwiches and soup for those cold days. Stop by for our freshly baked pies or cupcakes today.

Pastry baking company ship thousands of Cakes , Pies and Danish's all over the country. We make hand made chocolates and fudge as well. Pastry isn't only a go to for cakes and pies. Try our hand dipped caramel and chocolate covered apples during the winter. We have several locations across New England and this is the third in the Springfield area

Ch. nine-The content rich website

In chapter nine, author David Meerman Scott Websites that are full of content. He says it is best for a website to focus on content that will pull together the many  "buyers, media, markets, and products in one comprehensive place where content is not only king but president and pope" ( pg.112).  A great website uses all forms of online media such as podcast's or news releases. Content rich websites organize the "online personality of an organization" (p.112) to inform a buyers in a cohesive way. Focusing too much on the way a website looks or the technology may lack sucficient content. it matters how the content is organized as well as how it draws in buyers.

Scott uses  The Natural Resources Council as an example. the website has environmental news, resources and information on different topics that include wetlands and clean drinking water. the site provides tools for activists and political blogger's.  the site uses both audio, video and encourages people to give their time and money to support the cause and to spread the word about the organization.  the site has links, reports, and bills passed that effect the environment.The NRDC website is so well done as far as content goes that the buyers are more than one million members , advocates, and activists.

Content is even more important if your a small organization or company because you can reach global markets as well as the U.S.  the book gives the example of LessLoss Audio Devices a company in Kaunas, Lithuania. they create high-end  audio products and have become well known for their power cords,cables and filters. the e-commerce and SEO platform is manged  by a Lithuania company as well.  the LessLoss site provides detailed information about the audio devices along with photos. their are essay's too.

Larger Organization's can solve the problem of being bigger by creating a corporate site. If the sell multiple products having content rich websites that focus on each product is important as well. the example in the book Textron has a content management process that make sure everything flows.

The website i chose that is content rich is cnn. They multiple ways to view stories. You can watch a vido and read an article on the topic. they have alot of information because they are a news website. the vairous ways to view a report is what helps the site. they have a "newspulse" which rates the most popular stories of the day. Turner broadcasting is the publishers of the site. the authors are reports who work for CNN.
www.cnn.com

Thoughts on " The New Rules of Marketing and PR"

The book we are reading is very interesting. I've never thought much about what PR involves. Public relations effects our lives  in ways we may not think of. In the first chapter the author David Meerman Scott discuss the old rules of Marketing /PR and that they do not work in the online world. The old ways don't work in this day and age because the Internet allows companies to directly connect with consumers all over the world. He talks about one way interruption. This is interrupting people by grabbing their attention to get them to pay attention to them. He lists and old and new rules.

In the second chapter he talks about the new rules of marketing and Pr. He tells us what the long tail of marketing and Pr are. The convergence of marketing and pr online. In the third chapter the author talks about reaching  buyers directly on the web. The first example he gives is "ZeroTrash" which is a nonprofit which cleans up trash in Laguna Beach Cal. The way the nonprofit connected with the people who live in laguna by starting a Facebook page. This helped people find out how to help with the clean-up.  he talks about "marketing in a wired world". The example used is Century 21, the company pulled it's traditional TV ads and focused on online marketing.

Letting people know your expertise is a way to market yourself. This can be done through blogging, podcasts, and online news releases. the next part of the chapter talks about developing content that can reach niche audiences. the rest of the chapter talks about buyer persona's which is breaking buyers into groups this makes its easier to to make content targeted toward an important demographics.