David Meerman Scott Online Conference Presentation

David Meerman Scott, author of Game Change – The New Rules of Marketing and PR, kicked off the second presentation of the Vocus online conference “Retweet: Engage or Die!” which focused on the power of realtime interaction and response.

Overview

Scott’s main example was based around Dave Carroll’s beef with United after his guitar was broken by some butterfingered luggage handlers on a flight. Carroll wrote a lil’ country song about his frustration with the subsequent “indifference” from United – the video soon went viral on YouTube. United gave no real response, missing a massive opportunity to put things right before their reputation was irrevocably sullied by the ensuing media landslide.

Engaging in realtime is not an unreachable goal – many companies online work in a realtime sense – for example United’s own realtime adjustments to flight information and prices – so why not communicate in the present too? United missed a trick. In contrast, the makers of the Carroll’s broken guitar, Taylor, responded soon after the video’s release with a freebie for Carroll to replace his broken one. Instant press and brownie points for Taylor. Then the “Dave Carroll Traveller Edition” flight case was released by an entertprising company, who struck a deal with Carroll the very same day the video was released. Someone was on the ball and they benefited from their quick reactions.

Working in public relations and marketing, especially online and with social media, we need to be responsive to what is happening right now, and grab the opportunities that will trigger a domino effect of reactions, conversations and engagements.

Earn Attention

Previous methods of PR revolved around looking back into past successes and forward into projected aims – modern marketing needs to operate in the now, in the present, and work in real time.

Scott explained traditional methods of PR to gain attention with the 3 Bs:

Buy it – with advertising, mailing lists, even paying for Scott to put your company’s sticker on the back of his laptop for all at his business meetings/conferences to see…
Beg it – with news releases, press releases and pitches to the media
Bug for it – basically: sales
Earning attention means posting great content, via blogging, e-books, links, micro-blogging, commentary and communication. The media and the public will find you if your story is interesting enough. “On the web, you are what you publish.” Make sure it represents you and engages your audience.

Working in realtime means taking chances and making the most of moments that you can turn to your advantage. Another example Scott cited was the initiative of musician Amanda Palmer (of Dresden Dolls and Evelyn Evelyn), who was stranded in Iceland during the volcanic ash cloud grounded air traffic. Rather than catching a nap or moaning, she asked for ideas and help on Twitter and managed to secure a lift to the Blue Lagoon for a quick relaxing dip, free dinner and drinks and an impromptu ‘ninja’ gig with a borrowed organ in front of over 100 people.

In the age of social media, customers can divulge, discuss and dismiss your company’s reputation just from one interaction. You need to listen to what’s being said about your business, see what works, what people love, what needs fixing, and get involved. Stop a crisis before it gets out of hand. Answer a question and make a customer happy. Broadcast some breaking news. Publicise a great competition. Share some fantastic information. Put right a bad customer service issue. Show that you are there and you care!

Successful Realtime Marketing

Nobody cares about your products (except you) – speak to your customers normally, don’t use gobbledygook and clich├ęs. Give them the information they need in the shortest possible time. (A nice point here was the use of meaningless, overused language in press releases, such as “unique” and “innovative” or “leading provide of…”, and fake images of happy employees and customers. These shouldn’t represent you – speak to your buyers in their language, not yours.)
No coercion is required – the back button is the 3rd most used web feature… because we are constantly lured onto pages which we don’t want to visit. Don’t use hooks or gimmicks to bamboozle customers onto a site which has no real value. Get your content right, and people will want to visit you.
Lose control – don’t worry about your sales. Freebies create traffic and sharing. Scott’s example was the Grateful Dead’s live tour allowing the audience to record gigs, even providing specific space and mics for the purpose, creating thousands of content shares around the world and massive publicity.
Create triggers – back to inspiring content – if you have great content, you immediately encourage people to share, talk, link, get the media involved and make it go viral.
Point the world to your virtual doorstep – Scott used “The Best Job in the World” example, which was a viral hit and increased flight bookings to Queensland by 34%.
Tips and Hints (from the live chat)

>Use social media monitoring tools such as twitter affiliates and searches to keep tabs on and respond to relevant issues and keywords.

>Designate a “realtime communications officer” (and possibly separate points of call for global realtime relations – operating in different time zones and languages)

>Sometimes it’s best to sleep on a decision – reacting freshly can be the wrong action – sit back and see how things unfold a little before you make your move in the best way for your company

>Turn negatives into positives. Great customer service is one of the important aspects of any business, and it’s what customers are most likely to talk about online.

>Respond to the “thoughtful negative” (ie someone who has considered their negative comment and is genuinely displeased) rather than reactionaries (ie someone who is looking for a hotheaded response and trying to rile you up…)

>Fight fire with fire – respond in the same media, eg: don’t respond to a video with a press release.

Well, that’s all from us today – thanks again to David Meerman Scott for a great presentation. Come back every weekday this week for the rest of the webinar summaries, and check the blog next week for our Q&A session comprised of all the questions that couldn’t get answered on the day.

Dye The Dress of Christmas Past to Become the Dress of Christmas Present

Last Christmas was a time of celebration, gatherings, events, and parties with friends, family, and co-workers. Your favorite dress, the one that turned heads all night last year and received compliments all night long, is hanging in the closet ready to be worn again this year. Upon retrieving the dress from the back of the closet, it has had a bit of wear throughout the year and isn’t looking as new as it once did.

Like the ghost of Christmas past, it is fading at the shoulders, stained at the hip, and the delicate fabric is discoloring with age. You hang your head, partly in grief, but mostly at the crushing realization of how much time and money will be required to find the perfect new dress for this year’s parties and engagements. Don’t give up on your once sublime seasonal threads. There is a viable and convenient manner to bring back your dress to life for less than the cost of replacement.

Dye your dress with a proven, reputable clothes dyeing service committed to maintaining the highest standards of results and customer service. Whether you’re looking to cover up a stain, revive a fading dress or just turn last year’s dress into this year’s gown with a splash of color, dyeing your clothes is the best route to take. It’s more affordable and less time consuming, leaving you more money and more time for your Christmas shopping.

Your favorite dress or article of clothing may be made of cotton, polyester, nylon, wool, silk or just about any other material. Give the professionals a call and discuss the best colors for your materials. Choose a color from the service’s selection or send in a favorite swatch for a quick color match. A professional dyeing service will see to it that you’re satisfied with the end result. It’s a simple as that.

Dyeing your clothes instead of buying new could have you back in full color and in full festive swing in as little as three days. With the help of a professional dyeing service, you’ll be back in your favorite dress in no time flat and turning heads with your “new” look that’s somehow just a little bit more dazzling than last year’s dress. Shake out the ghost of Christmas past and ship it off to a professional dyeing service to receive new life with the dress of Christmas present, so you can get back to being the life of the party.

The best part about the Roxy bikini swimwear

Loose dresses while staying home and doing house chores is not going to help. Tight-fitting and body-fitting dresses with complete aeration for the body and also made of ideal materials can be good for homemakers. For women, in particular, there are different types of casual dresses and also formal dresses for different occasions. Sundresses, like every other woman, will be obsolete shortly during the summer. There are long or short skirt designs of different kinds that can be suitable for get-togethers and festivities. Khakis or nice jeans will be a perfect fit when exploring nature, period. Roxy bikini swimwear is cool.

When to wear what?

The tight skirts that you are wearing up to your knee-length will give you the appearance of a sophisticated pencil dress. With so many different types of dress styles available, full skirts are most commonly used to add volume. Since the 1960s, the most popular dress type has been the mini-dress for women. People have started to wear these types of undergarments under their skirts. It is a valuable addition to your body’s shape. Else, try the Roxy bikini swimwear.

Sundresses, which were first introduced in the year 1941, are a different style of dress that became a hot seller in the market during the 1950s and 1960s. There are different types of casual dresses, and sundresses most popular because of their open neckline. Typically, the sun-bleached results are made of cotton fabric. If it is Oneill Womens Dress Saltwater Solids Tank Dress Cover-Up then the material choices are discrete.

How to choose your best durable garment?

The sundresses made of cotton fabric are used as casual summer dresses along with your flip flops. Loose-fitting warm-weather dresses are the perfect outfit for women during beach parties. All the rompers, Roxy bikini swimwear and mini dresses of the other kinds with some floral prints and cutouts suits the occasion.

Look at the stitches in the bikini bottoms. The lining stitching comes in at the front panel. The back panel is joined to the front panel. An appropriate measurement of elastic is inserted into the leg opening and the waistband. The outer material falls over to make the print on the face of the cloth. And then the labels are placed over the completed garments that are completely stitched to the section. It is only then the final goods are delivered to the work-in-progress arena, where they are packaged in bags and loaded into the cardboard cartons.

The technicalities involved

The shipment is ready to be distributed to the retail outlets. Consider all these important steps involved in the process of manufacturing swimming trunks and two-piece suits for both men and women. There are quite a lot of possibilities for errors to happen in every single step. It depends upon the professionalism of the tailor and also on the different workers involved in the process of elastic insertion and packaging.

We have to give credit to the pattern master for initially cutting the two pieces into perfect alignment within the fashion equation. Only through such meticulous technical labour do we obtain the best products from branded units. Oneill Womens Dress Saltwater Solids Tank Dress Cover-Up is the best example of the other kind from the bikinis. You can get the high quality and durability in the Roxy bikini swimwear just because of all the reasons as stated above and even more.