Welcome To Guitar Hookup!

Vocus Online Conference “Retweet: Engagment Means Business” Summary Part 2 – David Meerman Scott

Public Relations Management software providers Vocus held a fantastic webinar on Wednesday 28th July 2010, including talks from five influential speakers from the PR, marketing and social media world: Deidre Breakenridge, David Meerman Scott , Beth Harte, Lee Oddin and Brian Solis.

We thoroughly enjoyed the whole day of marketing and 2.0 insights and we thought for those of you who didn’t get a chance to watch the speakers and get involved in the live chat, we’d summarise each speaker’s presentation (and their scheduled chat afterwards) and try to answer any unanswered questions from the chatrooms. Every weekday this week, we will post a summary on the blog, following up next week with the chat questions. Enjoy!

David Meerman Scott

 

David Meerman Scott, author of Game Change – The New Rules of Marketing and PR, kicked off the second presentation of the day, 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 clichés. 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. 

You can read Part 1 of our Vocus Online Conference Summary series with Deidre Breakenridge HERE.

 Resources:

 Books:

Socialnomics by Erik Qualman

Game Change – The New Rules of Marketing and PR by David Meerman Scott

New rules of viral marketing (free e-book) by David Meerman Scott

Websites:

www.davidmeermanscott.com

RED ZONE guitar w/ tab

The Answer – Everyday Demons $19.98 …

Marinelli 12 string acoustic electric guitar $50.00

POCKET SIZE TRAVEL GUITAR STAND STAGE ELECTRIC ACOUSTIC BASS BANJO VIOLIN HERO $14.99

Crescent NEW BLUE MATALLIC Electric Guitar+15w AMPLIFIER+ACC+ Guitar STAND $109.99

2011 Ibanez RG5EX1 Electric Guitar in Flat Black — Excellent!! (8258) $349.95

Hagstrom Viking Electric Acoustic Guitar $399.00

New Jay Turser Single Cut Pearl Inlay Flame Top Electric LP Type Guitar $399.00

1/4″ Mono Plug Male to Male Electric Guitar Cable 9.8ft $7.57

Washburn WD 35SCE Sitka Spruce Top Dreadnought Acoustic-Electric Guitar with Ash $499.00

Black on Black Fernandez Revolver X Super fast Electric Guitar Shredders Dream!! $199.00

~Sale New Crescent SUNBURST Electric Guitar+Strap+Gigbag and WARRANTY $69.99

Travis Bean TB1000S Standard White 100% original vintage electric guitar $4,500.00

CORT X-9 ELECTRIC GUITAR! FLOYD, METALLIC BLUE, NICE! LOOK! $64.99

GHS Electric Guitar Strings Boomers X-Lite 9-42 LE-GBXL $9.32

Luna Guitars Trinity 12-String Grand Auditorium Acoustic-Electric Guitar Natural $469.00

Crescent BLUEBURST Electric Guitar+15w AMPLIFIER+Strap+Cord+Gigbag ACC NEW $99.99

Luna Guitars Fauna Hummingbird Parlor Acoustic-Electric Guitar Quilted Maple $399.00

Dean Exotica Flame Maple Acoustic-Electric Guitar $399.00

Dean Exotica Flame Maple Acoustic-Electric Guitar Tiger Eye $399.00

Dean Exotica Flame Maple Acoustic-Electric Guitar Tiger Eye $399.00

Dean Exhibition thin Body Acoustic-Electric Guitar w/Aphex Satin Natural $399.00

Dean Exhibition thin Body Acoustic-Electric Guitar w/Aphex Satin Natural $399.00

NEW Crescent BLACK Electric Bass Guitar Combo+Strap+Gigbag+15w AMP! $134.99

Crescent ADULT Crescent BLACK Electric Acoustic Guitar+E-TUNER $99.69

2012 Seagull Artist Mosaic Series Acoustic Electric Guitar $729.00

New ZEBRA Electric Guitar+AMP Cord & Whammy Bar $69.99

Gibson 1963 Johnny Smith Double Electric Pickup Acoustic Archtop Vintage Guitar $12,000.00

NEW Crescent BLACK Electric Guitar+15w Amplifier+ WARRANTY COMBO $99.99

Heavy Metal Style Unfinished Electric Guitar Kit DIY Project TPJS-12 – New $179.99

First Act Electric Guitar Strings Extra Light Gauge .009-.042 BRAND NEW $9.99

Heavy Nylon plus Padded Cotton Electric Guitar Bag Case $18.99

FENDER SQUIER CYCLONE HS WITH WHAMMY ELECTRIC GUITAR TOBACO BURST MINT CONDITION $229.00

NEW HOT PINK 3/4 JUNIOR SIZE LP-777 ELECTRIC GUITAR $159.95

Longhorn Electric Guitar Body Dan Electro Coral Electric Bass Lyre Baritone $184.01

Longhorn Electric Guitar Body Dan Electro Coral Electric Bass Lyre Baritone $185.29

Quick Change Capo For Acoustic/Electric Guitar Black UK $1.55

Crestwood electric guitar with case (white) $101.50

Musical Instrument B-2 Steel Electric Guitar String $5.78

Acoustic/Electric Guitar Quick Change Clamp Key Capo e $0.99

Heavy Metal Style Unfinished Electric Guitar Kit DIY Project TPJS-12 – New $174.95

Phineas & Ferb Electric Guitar $24.98

GREEN+black P-style electric BASS guitar+gig bag+strap $74.95

Alice Steel String Electric Guitar Machine Head Set $9.99

New Guitar Capo for Electric & Acoustic Guitars Capos $0.99

4PCS HEAVY ELECTRIC GUITAR VOLUME TONE KNOB CHROME BRASS $6.99

ELECTRIC GUITAR FRET WIRE SET /24 PIECES FOR FENDER STRAT $2.99

Fender Classic Series ‘72 Telecaster Deluxe Black Electric Guitar $450.00

Pink Digital Auto Tuner Electric Acoustic Guitar 440Hz $7.99

Sliver Digital Auto Tuner Electric Guitar Bass 440Hz $7.99

3-way Selector Electric Guitar Blade Switch W/ Black Cap $1.99

Gold Tune-O-Matic Electric Guitar Bridge & Stop Bar SET $9.99

Black Tune-O-Matic Electric Guitar Bridge & Stop Bar SET $9.49

Black Acoustic Electric Guitar End Pin Jack, Input Out Jack $2.99

ELECTRIC GUITAR/BASS PRE-Wired CONTROL PLATE CHROME $7.99

3R3L Electric Acoustic Guitar Machine Heads Tuners Black $6.99

BLACK 6L TWIST LOCK Electric GUITAR MACHINE HEADS $14.99

6L TWIST LOCK Electric GUITAR MACHINE HEADS Chrome $14.99

Quality Chrome 6R In line Electric Guitar tuning peg machine heads $5.99

Electric Guitar Bone nuts Slotted 42*3.5*4.5/3.5 Set of 3 $2.99

3PCS 6 String Electric Guitar Bone nuts Slotted $3.69

Curved Electric Guitar Humbucker Pickup Frame IVORY $1.99

Curved Electric Guitar bridge / neck Pickup Frame Ring Black $1.99

Electric Guitar Thin Flat Pickup Frame Ring Height 3mm $1.99

REPLACEMENT HARDTAIL ELECTRIC GUITAR BRIDGE CHROME $6.99

BLACK COVERED SINGLE COIL ELECTRIC GUITAR PICKUP 48/50/52 Set $7.99

WHITE Humbucker Double Coil ELECTRIC Guitar Pickup SET $10.99

Duplex Electric Guitar Cavity Cover Back Plate Mirror $2.49

CREAM GUITAR BODY BACK PLATE For Electric guitar $1.99

Gold Electric Guitar Tremolo Bridge Double Lock Kit $30.99

ELECTRIC GUITAR STRINGS CHROME TELE NECK PICKUP $4.49

BLACK TWIN BAR ELECTRIC GUITAR PICKUPS PICK-UP $5.99

RMS G80 Electric Guitar 80Watt Amp Amplifier $139.99

38″ Waterproof Electric Guitar Gig Bag Case w/ Strap $7.49

40″ Waterproof Electric Guitar Gig Bag Case w/ Strap $8.99

41″ Waterproof Electric Guitar Gig Bag Case w/ Strap $8.49

2 X CR Dual Concentric Control knob for Electric guitar $4.49

2 X Gold Dual Concentric Control knob for Electric guitar $4.99

4 x RED SPEED KNOB FOR ELECTRIC GUITAR,PUSH ON $2.99

4 x Chrome Metal Electric Guitar Knobs Flat Top $4.99

Quality Fixed Tremolo Bridge For Fender Electric Guitar $16.99

1 set of 4 SPEED KNOB FOR ELECTRIC GUITAR,PUSH ON Transparent $2.99

Electric Acoustic Guitar Machine Heads Tuners Gold $11.99

Golden Electric Guitar Sealed Machine Heads Tuners SET $12.49

NEW ORIGINAL SET PRS 9-42 GAUGE ELECTRIC GUITAR 6 STRINGS PAUL REED SMITH PACK $13.95

Digital Electric Acoustic Guitar Bass String Tuner Auto $6.99

10 x Electric Guitar Input Output Jack Socket Switchcraft $3.99

6 x Acoustic Electric Guitar Machine heads W/concave cap $5.49

Aria TA-50 Electric Guitar – Brown Sunburst $627.29

GOLD 3L3R Unique Electric Acoustic Guitar Machine Heads Skull button $9.99

3L3R CHROME Electric Acoustic Guitar Machine Heads cool Skull button $9.99

BLACK BACK PLATE FOR ELECTRIC GUITAR 6 hole $1.97

LAP STEEL GUITAR-Electric lapsteel pedal-slide RED New $89.95

Lefty Daisy Rock Heartbreaker Red Hot Electric Guitar $174.99

RED METALLIC Electric Guitar Set NEW SG package+gig bag $139.95

Nylon Bag MBT ELECTRIC GUITAR BAG $44.95

Acoustic-Electric Guitar-Slimline+10W AMP new Black $139.95

Daisy Rock Bubinga Butterfly Acoustic-Electric Guitar $354.99

Dark Mahogany Acoustic Electric Guitar 4-band EQ NEW! $124.95

Carvin VT50 50W Vintage Series Electric Guitar Amp Amplifier Head NEW $499.00

Ernie Ball Super Slinky Electric Guitar Strings $4.00

22pcs FRET WIRE Pack for 2.4mm Wide ELECTRIC GUITAR ETC $3.99