Book Chat - Chapters 14, 15, 16, and 22

This is our last installment of Book Chat for The New Rules of Marketing & P.R.  Although we didn't cover every chapter, hopefully you've done some exploring and thinking on your own.  Responses to these questions are due May 7, 2013 at 8am.

1.  What did you think of the concept of site personality discussed in chapter 14?  What sites do you think do a good job of reflecting their buyer's personality?
2.  The chapter on mobile marketing is very eye-opening.  Clearly marketers need to adapt their strategies to remain relevant in a mobile world.  In fact, the chapter makes it clear that other cultures are more mobile than we are!  What do you think of the statement from Christopher Penn that said, "You want to capture people when they're in the moment, especially if it's a retail or service experience, where you can help satisfy a customer.  You want to take advantage of that warm felling right then and there to capture them."  Has a brand ever reached out to you in the moment?
3. What would you do if somebody surprised you at the airport gate with a free upgrade, drink or snack?  What does KLM gain by these random acts of kindness?
4. There's an app for everything!  Have you ever used the SitOrSquat bathroom finder app?
5.  What did you think of the Amanda Palmer story?  What's your plan to make $11,000 using Twitter?
6.  Companies know that it is important to be "searched well".  Creating content, writing blogs, etc. to improve search results is something Doug Fouts of Xapsis mentioned when he spoke to us.  Blogs might not be the perfect choice for every brand.  What else could use that might have the same result?

Book Chat - Chapters 10, 11, and 12

In chapters 10-12 we are starting to get to the nitty-gritty of planning.  Actual ways to think about the customer, and develop programming specifically for different audiences.  Here are your questions!

1. Chapter 10 focuses on marketing in real-time.  How have you seen "real-time" marketing at work?  Was it successful or unsuccessful?
2. What are your thoughts on the Baked Relief story?  Are you inspired?  Motivated?  How could you take this idea and make it your own?
3.  Chapter 11 discusses the buyer persona, and even uses a college as an example.  If you had to create a buyer persona for Bradley University, what would it look like?  (Pick one of the five audiences and describe.)
4.  Setting aside politics for this one, what do you think of the section entitled "Obama for America"?
5.  In Chapter 12, which of the thought leadership tools have you used in the past?  What did you like/dislike about them?

Book Chat - Chapters 7, 8, & 9

Chapters seven, eight and nine focus again on the tools we have to communicate with our constituents.  Here are the questions for this edition of Book Chat.

1. What do you think of the conceptual change from press releases to news releases.  How does this change impact organizational strategy now and into the future.

2. You've probably seen the Mentos and Diet Coke video (if not, go watch it here).  What do you think of the way Mentos reacted to the situation?  Can you think of other brands that have similarly seized the day?

3. The Rules of the Rave are good reminders.  Which is your favorite and why?

4. Are websites more art or science?  What website have you visited recently that made you sit up and take notice, as opposed to just going about your business?

Book Chat - Chapters 4, 5, & 6

Chapters four, five and six, cover a lot of ground, but we'll dive in anyway.  Feel free to respond to any or all of the questions.

1. I referenced this in class today.  What do you think of the social media as cocktail party metaphor given in Chapter 4?
2. Where are you on blogs?  Do you read them?  What do you see as the function of a blog in today's world, both media and otherwise?
3. Visit the McDonald's social responsibility blog, Open for Discussion.  What is your opinion?  How does this blog play into McDonald's larger social media and promotional plan?
4.  Have you used Digg?  What do you like/not like about it?
5.  I think the premise on page 80 about marketing to people, even if you are a B2B firm is really important. What does that mean for how a companies communicates and behaves in the social world?

Spring 2013 Book Chat 1 - The New Rules

By now you should all have started reading the New Rules of Marketing & P.R. by David Meerman Scott.  

Here are the questions for the introductory items through Chapter 3. You do not need to respond to each question, but do give your thoughts and impressions after reading the chapter. Here are some questions to help you get started.

1.  What is your reaction to the concept of this book?  Do you think the rules have changed?
2.  What do you think about the "Long Tail" concept?  Do you think we still have a market of the masses, or is there a shift to many niche markets?
3.  On page 21, there is a quote from Jim Peterson, president of The Concrete Network, "Every business has information that can contribute to the education of the marketplace."  Do you agree?
4.  Are you surprised that The Concrete Network has as much content as it does?
5.  If we perceive marketing as publishing, what does that change about our behavior?