The New Rules of Marketing & PR Summary

Social media is not just a tool for broadcasting; it’s a platform for connecting and engaging in real time.

1. Embrace the Internet’s Marketing Power

The internet is transforming how brands connect with audiences. Through visually appealing websites, compelling videos, and engaging content, businesses can spark conversations and encourage brand awareness. This shift away from traditional platforms like TV or newspapers creates unmatched global reach, speed, and cost-effectiveness.

For example, the Lodge at Chaa Creek, an eco-resort in Belize, leverages blogging to share destination-related content. Instead of overtly advertising their services, they write stories encouraging eco-conscious travel and adventure. Their blog attracts readers who eventually book stays, with 80% of bookings stemming from their content marketing efforts.

Examples

• Lodge at Chaa Creek uses storytelling to attract eco-conscious travelers.
• Brands like Canva enhance their reputation by creating educational content for their target audience.
• Many startups utilize social media to generate buzz without the expense of traditional advertisements.

2. Engage Directly with Customers on Social Media

Social media is the new public square where opinions about brands are shared. Ignoring what’s being said there can harm a company’s image, particularly during PR crises. On the flip side, businesses that connect, listen, and engage can nurture positive relationships and build trust.

Sony BMG learned this the hard way when they delayed responding to public criticism over their harmful CD software. The backlash was intensified by their CEO's dismissive attitude, leading to lawsuits and a tarnished reputation. In contrast, when the Canadian Tourism Commission launched its "Upgrade to Canada" social media campaign, they revitalized interest in Canadian destinations through interactive, real-time customer engagement.

Examples

• Sony mishandled a CD software controversy and faced legal and public fallout.
• The “Upgrade to Canada” campaign invited travelers to reroute trips and document their experiences, boosting tourism by 21.5%.
• Brands like Wendy’s on Twitter thrive by responding quickly and humorously to customer comments.

3. Blogs Hold Power in the Digital Space

Blogs serve as a two-way communication channel, offering valuable feedback and building conversations with audiences. Monitoring blogs also helps businesses track trends and gauge public perceptions of their offerings.

Barack Obama’s first presidential campaign exemplified effective blogging. His team created 15 state-specific blogs with localized content. Readers were urged to share photos and stories, which stirred meaningful discussions and inspired strategic changes to the campaign. Blogs aren’t just for individuals—they’re a potent tool for organizations seeking deeper engagement.

Examples

• Presidential campaigns like Obama’s used blogs to connect with voters.
• Text-mining software helps companies track public opinion by analyzing blog content.
• Corporate blogs give otherwise faceless organizations a relatable, human element.

4. Unlock Attention with Video and Podcasts

Video is taking over as the most engaging form of online content. Telling an authentic story, instead of presenting generic visuals, helps brands stick out. Podcasts, similarly, let businesses build niche audiences with long-form storytelling.

Tourism Queensland launched “The Best Job in the World” campaign, inviting participants to create 60-second videos on why they should be hired as a caretaker of Hamilton Island. This went viral, sparking collective excitement about the Great Barrier Reef. Podcasting has also been a game-changer. Jon Nastor’s “Hack the Entrepreneur” podcast boosted his product sales significantly by associating informative, engaging content with his service.

Examples

• Tourism Queensland encouraged thousands of applicants and global viewers with their unique campaign.
• Podcasts like “Hack the Entrepreneur” serve as subtle yet successful branding tools.
• Dunkin’ Donuts’ live ad campaigns elevate their products via creative storytelling.

5. Create Content That is Worth Sharing

Going viral is challenging, but it starts with creating share-worthy stories. Forget promotional talk—entertaining, inspiring, or thought-provoking content has a better chance of catching fire.

Mentos rode the wave of viral fame by sponsoring Fritz Grobe and Stephen Voltz, the creators of a Diet Coke and Mentos explosion video. Supporting existing viral stars often pays off more than building campaigns from scratch. Brands can embrace spontaneity and join ongoing conversations to amplify their image.

Examples

• Mentos partnered with viral experimenters to enhance its fun-loving brand narrative.
• Old Spice saw massive success with its humorous series, “The Man Your Man Could Smell Like.”
• Google Doodles engage users through interactive, timely content tied to events or holidays.

6. Keep Audiences Hooked with Real-Time Updates

Consumers expect timeliness in today’s fast-paced internet age. Brands that share live updates and engage in-the-moment stand out. Providing behind-the-scenes access can also boost interest and loyalty.

Red Bull’s live stream of Felix Baumgartner’s world-record freefall captured eight million YouTube viewers in real time. Similarly, John Green kept followers engaged during the production of “The Fault in Our Stars” film, strengthening ties between fans and his storytelling. Real-time connection turns audiences into invested participants.

Examples

• Red Bull used live streaming to establish itself as a daring, innovative brand.
• John Green fostered community by sharing small yet exciting film-production secrets.
• Instagram Live filter launches keep users excited about fresh, engaging features.

7. Tailor Your Brand for Unique Customer Personas

Good marketing starts with understanding who you're targeting. Buyer personas help businesses tailor messages, products, and campaigns to resonate emotionally with their specific audience.

Beko shows the importance of research in refining these personas. In China, where outdoor clothes drying is cultural, they created dryers that only partially did the job, winning over that market. Such strategies help brands establish emotional rapport and serve needs better than competitors.

Examples

• Beko designed half-dry clothes drying machines for Chinese cultural practices.
• Lego targets adult fans and enthusiasts, not just children, to expand their reach.
• Luxury brands speak directly to upscale buyers by emphasizing exclusivity and lifestyle enhancement.

8. Build Loyalty Through Authenticity in Marketing

People connect with authenticity, not fake promises or overly polished facades. Creating genuine connections, sharing real stories, and offering value turn casual viewers into loyal advocates.

This lesson is illustrated by brands like Patagonia, which emphasizes sustainability not just as a buzzword, but a core principle of its business. Its campaigns highlight environmental action stories, aligning deeply with its eco-conscious customers.

Examples

• Patagonia builds loyalty through consistent, values-driven campaigns.
• Apple’s customer-first narrative consistently elevates both its products and its reputation.
• Airbnb shares powerful user-generated travel stories to foster a sense of community.

9. Adapt Swiftly to Contemporary Realities

The modern marketer must evolve to meet changing trends. Adopting flexible strategies, learning from failures, and experimenting with new tools keep brands relevant.

For example, Oreo’s “You Can Still Dunk in the Dark” ad capitalized on a mid-Super Bowl blackout, showing the rewards of quick thinking. Nimbleness is as much a skill as creativity when it comes to standing out in our ever-changing digital landscape.

Examples

• Oreo’s Super Bowl tweet exemplified real-time response brilliance.
• TikTok’s success depends heavily on brands keeping pace with emerging formats.
• Netflix frequently adjusts its social campaigns to accompany cultural trends.

Takeaways

1. Start a blog to connect authentically with your audience—a place where you can share stories that build a relationship instead of focusing purely on sales.
2. Create engaging videos and explore podcasts to promote your brand. Use storytelling techniques to capture the audience’s attention and encourage sharing.
3. Develop detailed buyer personas so you can tailor your strategies, ensuring your content resonates and your brand inclusively meets customer needs.