Journal: News & Comment

Friday, June 30, 2006
# 3:26:00 PM:

Live notes: Steve Rubel of MicroPersuasion at Gnomedex

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Steve asks the Gnomedex crowd, where should marketing be going?

  • Works for one of the largest PR firms in the world.
  • Marketing is moving into a conversation.
  • How can marketers become more collaborative?
  • Marketers and companies are nervous about giving up control.
  • Becoming part of the conversation.
  • The World is Flat: moving from command and control -> collaboration and connecting
  • Darren Barefoot: if you're pitching to me, first demonstrate that you know who I am and what I'm interested in.
  • If you're receiving pitches, call people out privately before you do it publicly on your own blog.
  • Set up a survey that can go back to my blog, not a Word document I'm supposed to fill out.
  • Boris Mann: product images, permalinks, and personality.
  • Don't try to buzz market if you don't know what you're doing.
  • Find passionate people.
  • Everyone has built-in BS detectors, but many people working in marketing seem to suppress theirs. Get back in touch with your own.
  • On the other hand, there are many, many, many people who don't want to participate and be part of the conversation.
  • Don't just work on catalyzing participation: you want to find ways to communicate clearly.
  • In this room people tend to think advertising is busted.
  • So is PR, but what do we do?
  • Advertising as a monolithic "department" *is* falling apart, but it is dispersing throughout organizations now too.
  • Not everything that you're advertising is genuinely high interest for most people.
  • Having the hosts do ads is great, but only a tiny proportion of brands are comfortable with that.
  • Control is the universal language that marketers speak, and that's not changing very quickly.
  • Improve the product, not the pitch.
  • Darren: advertising your product is getting harder and harder—if your product sucks!
  • Can we cross the us vs. them.
  • Todd Cochrane works with a lot of marketers and sponsors. It's hard to get them to loosen up.
  • The PR people want a canned message to come out. Let us talk about your products in a natural way.
  • Werner: people are passionate about everything. And advertising is in my way.
  • There are so many ways to be creative, don't get locked into AdSense and banner ads.
  • Think about hacking marketing as a great way to get your message out. Make it exciting!
  • Steve thinks character blogs suck. Scoble and most others (but not Tris) agree.
  • In the end, you have to study and understand the community.


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