The Public in the Machine

Using the Latest Online Tools That Put PR in the Driver’s Seat

Ed SchipulSchipul - The Web Marketing Company

www.schipul.com

A virtual conference on the RPG Second Life

Humans in the Machine

How’d They Get In There?

‣User-generated content rules

‣Why do these new PR trends matter?

‣Naked Conversations - the new PR

The Internet as a Conversation

Source: http://www.sifry.com/alerts/archives/000493.html

Yes, and ...

User-generated content

‣ USERS add and edit content

‣ Relinquishing control

‣ Joining the conversation

Distributed authoring means:

Source: http://www.sifry.com/alerts/archives/000493.html

2. Engadget (www.engadget.com)

2. BoingBoing (www.boingboing.net)

3. Gizmodo (www.gizmodo.com)

4. LifeHacker (www.lifehacker.com)

Levi commercials put your face on it!

Levi’s allowed users to create their own videos with their faces and alternate endings

- Funniest videos won $100 gift cards

Watch an ad: http://www.youtube.com/watch?v=SPNPYkl20mc

ThreadlessThousands of users create, vote on and buy

the t-shirts they like best!

www.threadless.com

Lather up!Dove gets user-submitted commercials to air

during 2007 Academy Awards

http://www.dovecreamoil.com/

Welcome to the Blogosphere

•How do Blogs make good PR sense?

‣Interactive

‣Conversational

‣Cost-effective

‣Powerful connectors

http://www.blogmaverick.com/

Walmarting Across America

Disclosure is key!

Lessons learned:

• Blog integrity matters• Don’t be a flogger• Transparency!www.walmartingacrossamerica.com

What does the Blogosphere say about

you?

Technorati search: www.technorati.com

Google Trends search: http://www.google.com/trends

Podcasting makes for good PR

‣Go beyond the press release

‣Get creative with ‘Golden Tickets’ to encourage regular listeners

http://www.forimmediaterelease.biz/ http://www.podshow.com/

Supreme efficiency with RSS

Opportunities in the New PR

•Focus on strategy

•It is a conversation - you have a voice

•PR is truly PUBLIC relations

Recommended• Micropersuasion Blog (

www.micropersuasion.com)

• IdeaGrove Blog (www.ideagrove.com/blog)

• Richard Edelman 6 A.M. Blog(http://www.edelman.com/speak_up/blog/)

• Naked Conversations book

• The World is Flat book

Opportunities in the New PR

•Humans in the Machine - think Strategy

•It is a conversation - “yes, and”

•PR is truly PUBLIC relations

Thank you!Ed Schipul, CEOSchipul - The Web Marketing Company

www.schipul.comwww.brandtobedetermined.com

v. (281) 497.6567