Comments on: The Democratization of PR http://www.robhyndman.com/2006/01/27/edelman-on-the-trusted-voice/ any technology distinguishable from magic is not sufficiently advanced Tue, 23 Feb 2010 15:33:03 -0800 http://wordpress.org/?v=2.9 hourly 1 By: robhyndman.com » Blog Archive » Bottom-Up Marketing - at mesh http://www.robhyndman.com/2006/01/27/edelman-on-the-trusted-voice/comment-page-1/#comment-2435 robhyndman.com » Blog Archive » Bottom-Up Marketing - at mesh Tue, 02 May 2006 14:49:03 +0000 http://www.robhyndman.com/2006/01/27/edelman-on-the-trusted-voice/#comment-2435 [...] Repeat that process hundreds of millions of times every day, and you have what might be not-too-hyperbolically called a revolution in marketing. Call it bottom-up marketing, the democratization of marketing, or call it - as PR giant Edelman has, in the context of PR - the Me2 revolution, the core idea is that the web is changing the way we make important decisions about how to get the word out, and about who and what to believe - and this movement is changing the way we communicate about media, news, PR, and marketing. Mathew writes about this today and refers to Seth Godin’s new book Flipping the Funnel: if you’re interested, one of the most effective ways to market something is to make contact with people on some kind of personal level and create a relationship, a dialogue — a conversation. As he puts it, “turn strangers into friends, turn friends into customers. And then, do the most important job: Turn your customers into salespeople.” [...] [...] Repeat that process hundreds of millions of times every day, and you have what might be not-too-hyperbolically called a revolution in marketing. Call it bottom-up marketing, the democratization of marketing, or call it – as PR giant Edelman has, in the context of PR – the Me2 revolution, the core idea is that the web is changing the way we make important decisions about how to get the word out, and about who and what to believe – and this movement is changing the way we communicate about media, news, PR, and marketing. Mathew writes about this today and refers to Seth Godin’s new book Flipping the Funnel: if you’re interested, one of the most effective ways to market something is to make contact with people on some kind of personal level and create a relationship, a dialogue — a conversation. As he puts it, “turn strangers into friends, turn friends into customers. And then, do the most important job: Turn your customers into salespeople.” [...]

]]> By: robhyndman.com http://www.robhyndman.com/2006/01/27/edelman-on-the-trusted-voice/comment-page-1/#comment-1088 robhyndman.com Sat, 11 Feb 2006 21:00:08 +0000 http://www.robhyndman.com/2006/01/27/edelman-on-the-trusted-voice/#comment-1088 [...] That’s undoubtedly a large part of it, and some other forces are at work here too. I blogged recently about the democratization of advertising and of PR - the idea being the increasing power of the average voice in forming opinion. It seems to me that it’s becoming much easier to reach the multitudes with not a lot of money or overt sophistication, and that the Googles of the world have been particularly good at doing this - at using these channels to present themselves as being counter-cultural, hip, and ‘just like you‘ - whether they are like us or not. A case in point today is 3bubbles, a new chat tool for blogs that has lined up Michael Arrington and Stowe Boyd for sneak previews that will likely generate a lot of buzz. Except for Stowe’s interest as an advisor (which in a nod to the recent controversy over FON bloggers he quite extensively discloses), this was free advertising, and it was great positioning and a nice kick-off. [...] [...] That’s undoubtedly a large part of it, and some other forces are at work here too. I blogged recently about the democratization of advertising and of PR – the idea being the increasing power of the average voice in forming opinion. It seems to me that it’s becoming much easier to reach the multitudes with not a lot of money or overt sophistication, and that the Googles of the world have been particularly good at doing this – at using these channels to present themselves as being counter-cultural, hip, and ‘just like you‘ – whether they are like us or not. A case in point today is 3bubbles, a new chat tool for blogs that has lined up Michael Arrington and Stowe Boyd for sneak previews that will likely generate a lot of buzz. Except for Stowe’s interest as an advisor (which in a nod to the recent controversy over FON bloggers he quite extensively discloses), this was free advertising, and it was great positioning and a nice kick-off. [...]

]]> By: robhyndman.com http://www.robhyndman.com/2006/01/27/edelman-on-the-trusted-voice/comment-page-1/#comment-1029 robhyndman.com Tue, 31 Jan 2006 22:36:15 +0000 http://www.robhyndman.com/2006/01/27/edelman-on-the-trusted-voice/#comment-1029 [...] I’m very pleased to say that David Maister, the author of “The Trusted Advisor” and one of the true gurus of professional services marketing, commented on my recent posts on the Democratization of Advertising and PR. Please drop by, spend some time - here and here - and get engaged in the dialogue. Related Posts [...] [...] I’m very pleased to say that David Maister, the author of “The Trusted Advisor” and one of the true gurus of professional services marketing, commented on my recent posts on the Democratization of Advertising and PR. Please drop by, spend some time – here and here – and get engaged in the dialogue. Related Posts [...]

]]> By: David Maister http://www.robhyndman.com/2006/01/27/edelman-on-the-trusted-voice/comment-page-1/#comment-1024 David Maister Tue, 31 Jan 2006 14:25:23 +0000 http://www.robhyndman.com/2006/01/27/edelman-on-the-trusted-voice/#comment-1024 This is less of a revolution than it appears. Personal referrals and word of mouth were ALWAYS the key factors in buying decisions. Companies and marketers just didn't know how to get it going. They still think it's about buzz and viral marketing campaigns, when the truth is that its about being the class act in your industry - a lesson few companies want to hear because it's hard work! This is less of a revolution than it appears. Personal referrals and word of mouth were ALWAYS the key factors in buying decisions. Companies and marketers just didn’t know how to get it going. They still think it’s about buzz and viral marketing campaigns, when the truth is that its about being the class act in your industry – a lesson few companies want to hear because it’s hard work!

]]> By: mathewingram.com/work http://www.robhyndman.com/2006/01/27/edelman-on-the-trusted-voice/comment-page-1/#comment-1014 mathewingram.com/work Sat, 28 Jan 2006 03:03:39 +0000 http://www.robhyndman.com/2006/01/27/edelman-on-the-trusted-voice/#comment-1014 <strong>How Google makes advertising less effective...</strong> My friend Rob Hyndman has a great post up about how the Web is playing havoc with the traditional structure of the advertising industry. But he’s not talking about things like how Google’s AdSense is revolutionizing the ad business, or how... How Google makes advertising less effective…

My friend Rob Hyndman has a great post up about how the Web is playing havoc with the traditional structure of the advertising industry. But he’s not talking about things like how Google’s AdSense is revolutionizing the ad business, or how…

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