CHAPTER 10: MARKETING AND PR IN REAL TIME—DISCUSSION QUESTIONS

1)     Why is the idea of real time so critical in marketing and in public relations?

In a world where speed and agility are now essential to success, most organizations still operate slowly and deliberately, cementing each step months in advance and responding to new developments through careful but time-consuming processes. Most companies could not have responded quickly to an opportunity in the way that Wynn Resorts did because they are operating under the old rules of controlled engagement planned well in advance. But the Internet has fundamentally changed the pace of business, compressing time and rewarding speed.

2)     How did real-time social media facilitate the record-breaking news about Felix Baumgartner’s balloon flight and skydive?

3)     Provide an example of “real-time urgency.”

Real time means news breaks over minutes, not days. It's when people watch what's happening on social networks such as Twitter, Facebook, and YouTube and cleverly insert themselves into stories. Real-time urgency is also important in customer service, where organizations fix issues instantly rather than taking the typical days or weeks to respond to a complaint. Real time means companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. In all aspects of business, anyone who sees an opportunity and becomes the first to act on it gains tremendous advantage.

4)     Why won’t the traditional MBA-style approach of working from spreadsheets to predict months into the future not meet some of today’s needs?

5)     React to the following statement: “Speed prevails over size in the business environment.”

6)     React to the following statement: “The real-time mind-set means we no longer have to plan for the future.”

7)     What did Eloqua do when Oracle purchased one of Eloqua’s major competitors? How did its action illustrate a real-time response?

8)     When does newsjacking become second nature?

9)     How did AT&T utilize some of the results of the 2012 Summer Olympics to create real-time ads?

10)  What do you think about the Calcutta police using Facebook to facilitate their efforts?

11)  What are some ways to communicate instantly with the marketplace?

12)  Why did Oakley’s donation of sunglasses result in $41 million in equivalent advertising?

13)  Provide an example of how Twitter can be used to facilitate the real-time marketing of a product or service. 

14)  What are some ways to alert people about a story that is currently breaking concerning your company?

15)  Why do you think speed regarding real-time engagement is more of an advantage to the smaller versus the larger firm?

16)  Real-time marketing and public relations can deliver decisive competitive advantage to organizations that engage quickly. Using the examples in this chapter for analogy, how can crowdsourcing be applied in a business context?

Just think—if crowdsourcing is powerful enough to bring together tens of thousands of people to help during a natural disaster or even force a government out of power, it has tremendous potential for any business. In mine, public speaking, I recently used the technique to create a new speaker video. At the MarketingSherpa Email Summit, a dozen people with handheld video cameras filmed me speaking, and I used those crowdsourced shots to make a new video to share with meeting planners

CHAPTER 9: THE CONTENT-RICH WEBSITE—DISCUSSION QUESTIONS

1)     Who should provide input into the contents of a website?

      Webmaster.

2)     Finish the following statement: "A great website is an intersection of . . ."

     A great website is an intersection of every other online initiative, including podcasts, blogs, news releases, and other online media. In a cohesive and interesting way, the content-rich website organizes the online personality of your organization to delight, entertain, and—most important—inform each of your buyers.

3)     How has the NRDC made itself more approachable through web content and multimedia?
   
     Within the news media that cover environmental issues on Capitol Hill, NRDC is very well known. But the site content, the audio and video, and the site components that are offered to bloggers to spread the message (and cause it to go viral) make the organization much more approachable, especially to online activists and the younger Facebook generation. The NRDC staffers are active participants in the market and on the sites and blogs their constituents read. All these efforts make their content authentic, because it is contextually appropriate for the audiences the group needs to reach.

4)     Why are the majority of websites built with the wrong focus?

     Unfortunately, the vast majority of sites are built with the wrong focus. Yes, appearance and navigation are important: Appropriate colors, logos, fonts, and design make a site appealing. The right technologies, such as content-management systems, make sites easier to update. But what really matters is the content, how that content is organized, and how it drives action from buyers.

5)     How have small companies in small countries achieved success worldwide with their products via their web efforts?

      I think there is an important lesson here. We can all learn from the successful companies in these small countries, companies that have learned to create content-rich websites to reach a global audience. And we can all reproduce their success. The marketplace is the outside world, not just your home city, state, or country.

6)     How has Textron achieved coordination of its websites, when it is a large and diverse company with many different business units?

      Garnsey has a set of processes and procedures to make certain that the Textron site meets the needs of buyers and that everything on it works well, and she has a small team that works with her to coordinate with the people who manage division and product company websites. “We have a content management process to make sure everything is fresh, has been reviewed, and is passed by legal,” she says. “But a primary component is that we make sure that the voice of the customer is captured and built into all of our electronic communications. We work on how to draw users into the content and use the site to form a relationship with them. Even if they don't purchase something from us right away, maybe they will become interested in the company stock or in something from one of the brands like Cessna.” To make sure the site follows best practice, Garnsey brings people into a lab for annual usability tests and research. “We also do an audit of all of our dot-com sites every year to make sure that all sites comply with the standards,” she says. “And each year we hold a web summit of all the Textron people working on web initiatives from all over the company. We try to foster a community of people who otherwise would have no reason to speak with each other because the individual businesses don't have a lot in common.”

7)     Complete and expand on the following statement: "The best websites . . ."

        Thus, the best websites focus primarily on content to pull together their various buyers, markets, media, and products in one comprehensive place where content is not only king but president and pope as well. A great website is an intersection of every other online initiative, including podcasts, blogs, news releases, and other online media. In a cohesive and interesting way, the content-rich website organizes the online personality of your organization to delight, entertain, and—most important—inform each of your buyers.

8)     Why is creating a great website more of an art than a science? 

      Effective sites like Sasha's draw on the passion of the people who build them and reflect the personality of someone dedicated to helping others. As you develop content to further your organizational goals, remember that a successful approach is often more art than science. The content you offer must have distinctive qualities, and your personality needs to show. A well-executed website, like a high-quality television program or film, is a combination of content and delivery.

9)     What is unique about the Turkish Basketball League player Sasha Vujacic? How is his website different from the sites of other professional basketball players?

      Consider Sasha Vujacic:11 the official website of “The Machine,” a professional athlete fan page for the point guard/shooting guard of the New Jersey Nets. Sasha was a member of the Slovenian junior national team and was drafted by the Los Angeles Lakers in the 2004 NBA draft. He played for the Lakers through 2010 and won two NBA championships with the team before moving to the Nets in the 2010–2011 season. The Sasha site is beautifully designed and contains a huge amount of information about the player, including videos, photos, and much more. And get this: There's content in multiple languages (English, Italian, Slovenian, and even Chinese and Japanese) because Sasha has fans from all over the world. His multilanguage content appeals to different buyer personas.
      

CHAPTER 8: GOING VIRAL: THE WEB HELPS AUDIENCES CATCH THE FEVER— QUESTIONS

1)  What is a viral campaign?

marketing techniques that use pre-existing social networking services and other technologies to try to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses. It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks.


2)  Why do you think Psy’s song and dancing have gone viral? 

Youtube. Its funny and has its signature dance move. 


3)  When organizations set out to go viral, why do the vast majority of the campaigns fail?  

Worse, some companies set up fake viral campaigns where people who are employed by the company or in some way compensated write about a product. The web is hyperefficient at collective investigative reporting and smoking out trickery, so these campaigns rarely succeed and may even cause great harm to reputations. Often a corporate approach is some gimmicky game or contest that just feels forced and advertisement-like. I think it is virtually impossible to create a web marketing program that is guaranteed to go viral. A huge amount of luck and timing are necessary. A sort of homemade feel seems to work, while slick and polished doesn't. For example, the Numa Numa Dance that was so popular several years ago was about as homemade as you can get—just a guy with a web camera on his computer—and it helped to popularize the song and sell a bunch of downloads.


4)  How did Mentos benefit from social media to create viral buzz?

On the day that the Diet Coke and Mentos experiments went viral, there was a tenfold spike in the number of blog posts mentioning Mentos. If you follow the word Mentos, you'd want to know what was going on, so you could either respond to the crisis or leverage the positive development. At the least, you should learn the reason for the spike and alert company managers; when the Wall Street Journal calls for comment, “Huh?” is not the savviest response.


5)  What is a World Wide Rave and what is required to trigger it? 

A World Wide Rave is when people around the world are talking about you, your company, and your products—whether you're located in San Francisco, Dubai, or Reykjavík. It's when global communities eagerly link to your stuff on the web.

Many of the easy techniques for triggering a World Wide Rave are the exact opposite of what you've learned on the job or have been taught in school. Similarly, if you're a CEO, business owner, or entrepreneur, you should know that these ideas are likely precisely what your agency partners and marketing staff tell you not to do.


6)  Briefly summarize the Rules of the Rave.

• Nobody cares about your products (except you). Yes, you read that right. What people do care about are themselves and ways to solve their problems. People also like to be entertained and to share in something remarkable. To have people talk about you and your ideas, you must resist the urge to hype your products and services. Create something interesting that will be talked about online. But don't worry—because when you're famous on the web, people will line up to learn more and to buy what you offer!
• No coercion required. For decades, organizations of all kinds have spent buckets of money on advertising designed to coerce people into buying products. Free shipping! This week only, 20 percent off! New and improved! Faster than the other guys! This product-centric advertising is not how you get people talking about you. When you've got something worth sharing, people will share it—no coercion required.
• Lose control. Here's a component that scares most people silly. You've got to lose control of your messages, you need to make your valuable online content totally free (and freely sharable), and you must understand that a world wide rave is not about generating sales leads. Yes, you can measure success, but not through business school ROI calculators.
• Put down roots. When I was a kid, my grandmother said, “If you want to receive a letter, you need to send a letter to someone first.” Then when I was in college, my buddies said, “If you want to meet girls, you have to go where the girls are.” The same thing is true in the virtual world of the web. If you want your ideas to spread, you need to be involved in the online communities of people who actively share.
• Create triggers that encourage people to share. When a product or service solves someone's problem or is very valuable, interesting, funny, or just plain outrageous, it's ready to be shared. To elevate your online content to the status of a World Wide Rave, you need a trigger to get people talking.
• Point the world to your (virtual) doorstep. If you follow the Rules of the Rave as I've described them, people will talk about you. And when they do, they'll generate all sorts of online buzz that will be indexed by the search engines, all relating to what your organization is up to. Forget about data-driven search engine technologies. The better approach to drive people to your stuff via the search engines is to create a World Wide Rave. As a result, your organization's websites will quickly rise to prominence in the rankings on Google, Bing, Yahoo!, and the other search engines.

7)  How could somebody utilize Creative Commons to spread their ideas and any other type of information published on the web?

    With a Creative Commons attribution for photos, blog posts, e-books, and other information published on the web, originators of works assert legal copyright ownership but also grant others free licenses to incorporate these works into new ones. That way, others can share, remix, use commercially, or otherwise mash up the content without asking explicit permission

8)  How did Ryan Gielen create buzz for the movie The Graduates?

      it was with great interest that I had an opportunity to connect with Ryan Gielen, executive producer of The Graduates,to learn about his strategy of making the soundtrack of his film available for free download. The Graduates is an award-winning comedy about four friends who head to the beach without a care in the world. Prior to release, the film had been developing a loyal following among the 18- to 34-year-old demographic following a dozen sold-out festival and sneak preview screenings. It had been advertised solely by word-of-mouth and a free soundtrack download.

9)  What are the odds of creating a successful viral buzz for a product, service, and so on, and why are the odds so discouraging?


Viral marketing—creating a world wide rave by having others tell your story for you—is one of the most exciting and powerful ways to reach your audiences. It's not easy to harness the power, but with careful preparation when you are sitting on news and with clever ideas for what has the potential to create interest, any organization has the power to become famous on the web.

10)  What social media were used in creating viral buzz for the $7 million home in Fort Myers, Florida?

Homeowner Rich Ricciani decided to offer potential buyers a coupon good for $1 million off the price of his $7 million Fort Myers, Florida, home. He created a site for the coupon and placed it in newspapers in lieu of a typical real estate advertisement. This creative approach sure beat simply reducing the price of the home on the real estate Multiple Listing Service database.

11)  How did Chuck Richard expose click fraud on search engines?

“At first we hinted at the report in our client newsletter,” says Chunk Richard, vice president and lead analyst at Outsell and the author of the report. “We always make certain that the paying clients get access to reports before they hit the media. But internally and with our PR firm, Warner Communications, we thought it was going to be big.” Outsell had a logistical problem in that the report was to be released to clients over the U.S. Independence Day holiday weekend. The PR firm sent a media advisory, headlined “Outsell, Inc. Pegs Click Fraud as $1.3 Billion Problem That Threatens Business Models of Google, Others; Study Shows 27% of Advertisers Slowing or Stopping Pay-Per-Click Ads Due to Fraudulent Billings,” to selected media. The advisory offered an early look at the report to approved media under an embargo period—stories could not appear until Wednesday, July 5, at the earliest. Verne Kopytoff of the San Francisco Chronicle spent the holiday weekend researching the problem identified by Outsell, interviewing Richard, and reaching out for comment from spokespeople at the search engines. His story, “Click Fraud a Huge Problem: Study Finds Practice Widespread; Many Cut Back Online Ads,” was the first to break.

CHAPTER 7: THE NEW RULES OF NEWS RELEASES—DISCUSSION QUESTIONS

1)     Define and differentiate between news releases and press releases.

Press releases used to be written by public relations professionals exclusively for the media. The media (primarily huge news conglomerates and major trade publications) would then determine what would interest their readers, and/or was ‘fit to print’. The editor, publisher or producer had the final say – end of story.

Today companies can gain better control of how their news is distributed, thanks to the online news release, one of the most important marketing tool your company can possess.

With online news releases companies don’t have to send news releases only when big news is happening, and only to journalists. They can appeal directly to buyers and most importantly – your news can be used to drive people into the purchasing cycle.

Now organizations are able to use their news to build online visibility, increase rankings in search engines and appear on highly trafficked news sites. Regardless of company size or budget, PRWeb can help you to reach the people you want to reach, whenever and wherever they access the Web. 

(http://service.prweb.com/resources/article/difference-between-news-releases-and-press-releases/)

2)     By definition, is public relations supposed to reach your audiences?

        Yes, I think many PR professionals have a fear of the unknown. They don't understand how to communicate directly with consumers and want to live in the past, when there was no choice but to use the media as a mouthpiece. I also think there's a widely held view about the purity of the press release as a tool for the press. PR professionals don't want to know that hundreds of millions of people have the power to read their releases directly. It's easier to imagine a closed audience of a dozen reporters. But this argument is based on fear, not the facts; there is no good reason why organizations shouldn't communicate directly with their audiences, without a media filter, via releases.

3)     Why do public relations people fear social media?

      Obviously, the first word of the term press release throws off some people, particularly PR professionals. On my blog and on other sites, a semantic debate played out. The consensus of the dozens of professional communicators who weighed in was to call releases aimed at consumersnews releases. This sounds good to me, so from this point on, I'll refer to direct-to-consumer releases as news releases.

4)     Contrast the audience for traditional media to that of the web world.

       

• Don't just send news releases when big news is happening; find good reasons to send them all the time.
• Instead of targeting a handful of journalists, create news releases that appeal directly to your buyers.
• Write releases that are replete with the keyword-rich language used by your buyers.
• Include offers that compel consumers to respond to your release in some way.
• Place links in releases to deliver potential customers to landing pages on your website.
• Link to related content on your site such as videos, blog posts, or e-books.
• Optimize news release delivery for searching and browsing.
• Add social media tags for Technorati, DIGG, StumbleUpon, and Delicious so that your release can be found.
• Drive people into the sales process with news releases.

5)     In the web world, why are keywords so important?

      Smith doesn't let keywords dominate how he writes, but he tries to be very aware of keywords and phrases and to insert key phrases, especially, into releases whenever he can. “We don't think that a single keyword works, but phrases are great, ” he says. “If people are doing a specific search, or one with company names that are in our release, then the goal is that they will find our news release.”

6)     How did WebEx exploit the web?

      As a result, WebEx provided me with an excellent (and real) example of a company that had optimized the content of news releases to include relevant terms such as the one I was looking for. And WebEx has greatly benefited from their efforts. In addition to the consumers they already reach online, they've added to their audience by getting the information to someone who tells other people about it (me!). I've used this example in speeches before well over 10,000 marketing and web content professionals and executive audiences, and it was also downloaded more than 250,000 times as part of my New Rules of PR e-book. And now you're reading it here, too.

7)     Expound on the quote “People are saying press releases are dead.”

       “People are saying that press releases are dead,” Smith says. “But that's not true for direct-to-consumer news releases.” As Smith has developed his news release strategy to reach buyers directly, he has had to refine his writing and PR skills for this evolving, but very much alive, medium. “I learned the very structured AP Style Guide way to write releases,” he says. “But that's changed as keywords and phrases have suddenly become important and the scale and reach of the Internet have opened up end users as a channel.”

8)     Comment on the following: “The only way to get published is to have your news release picked up by media.”

      We've come a long way. The web has turned all kinds of companies, nonprofits, political campaigns, individuals, and even churches and rock bands into just-in-time and just-right publishers. As publishers, these organizations create news releases that deliver useful information directly onto the screens of their buyers—no press involved!

Week 6: Self Promotion Video

Week 6: Self Promotion Video - Storyboard

Week 5: Craigslist Ads

1. Car - Nissan Skyline GT-R R34

This isn't your normal skyline. This is the skyline God would drive if he wasn't busy doing God sh*t like making tsunamis and crap. Its set up to go fast, and go fast sideways. Who doesn't like to get sideway?! Terrorists, thats who. Are you a terrorist? No? Then you need this car.

Handling? This car handles like a junior executive CEO. Go around corners like the devil himself is chasing you, and not give a fck. 

Whats that? You like drifting? Well I've got some great news for you. This car was a drift project of mine, and the last owner was planning on making it a drift machine too. 

Seats? this cocks*cker has got two. One for you, and one for the hot @ss broad thats gunna be all upons your **** after you buy this car. You're a girl? Sh*t works both ways. One seat for you, and one seat for that hot @ss dude you've been trying to hook up with for weeks. 

Stereos and AC are for hippies. Fortunately this car has neither. Oh look at me, I like listen to Simon and Garfunkel and think about puppies. The only noises you're gunna be hearing is the ultra manly engine noises coming from this sweet turbocharged, intercooled, 24 valve inline 6.

This car has got a bright orange ebrake handle with a drift button for those super ultra megahellatastic bar room brawler ebrake lockers. Yes. Now, I'll be honest. 

This car has got 1.5 metric, tons of awesome parts. Bride, Greddy, Brembo, the list doesn't END. It just keeps going and going, like the energizer bunny on speed. You like going fast? 

Ever tried to outrun 24 police cars and 3 helicopters? You need this car. It will go so fcking fast that you may very well go back in time. It happened to me once. Just once, but it was fcking rad. Its like someone took a rocket and opened its mouth and poured steroids down its throat and and threatened to kill its family if it wasn't the fastest motherfcker you've ever driven. I get it. You're busy, I'm busy, lets not waste time. If you're interested send me a message and I'll get back to you ASAP. 

I'm only asking for $15000 for this beauty and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

2. Mountain bike

This is a Santa Cruz Blur Full Suspension Disc Mountain Bike. All of the components work as they should. The Fox RP3 rear shock is one of the lightest, easiest to use, oil damped air shocks on the market. The ProPedal system provides increased threshold and flatter compression curves for greater efficiency and improved traction. Combined with the Fox F100 RLT front fork and the suspension is very plush and efficient. The frame is very light. The Santa Cruz Blur is a do-it-all trailbike. I love this bike. It is really a great bike for someone that wants performance but doesn't want to spend $3000.00.

It is not a total beauty queen. It has scratches and paint chips but still looks pretty good overall. Definitely a cool looking bike. You don't have to worry about getting a mark on it when you ride! 

I'm only asking for $300 for this beauty and you wont find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

3. Guitar






















This guitar is beautiful and has definitely got the deep, rich Martin sound!
Has a wonderful sound and that Martin tone we all love. This guitar has the vintage look and the herringbone trim. Also this guitar has the mod V neck which for me makes playing just right. Sounds wonderful strummed or finger picked. Was just set up again with in the last 6 months and has a nice low action with zero buzz. Has upgraded bone pins. Never taken out of the house and no smoking.  I've graded and inspected this guitar quite conservatively. The scratches on the front and back are light, but noticeable. This guitar was taken care of very well but was used often for shows/gigs.

I'm only asking for $150 for this beauty and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day. 

4. iPhone

Up for sale is an Apple iPhone 6 Plus in Space Gray in excellent cosmetic and functional condition. It has no scratches as it was in an Otterbox case (included) its whole life with a screen protector (removed to inspect screen). It has been reset to its factory default settings and operates exactly as it should. Please review all photos so you have an understanding of its cosmetic condition as everyone rates differently. You will receive the iPhone 6 Plus, original USB cable, original charger, and box. You will also receive the Otterbox case it has been kept in. This iPhone 6 Plus is meant to be used on the AT&T network but it might be able to be unlocked for use on others. The IMEI/ESN is clean/clear and there is no outstanding balance on this device.

This is the best used condition iphone 6 plus you can find in the craigslist and I'm only asking for $450 for this beauty and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day.  

5. Scooter

Tired of $4 a gallon of gas? This is the chance for you to save thousands a year on gas. 

The MotoFino 150 lets you enjoy the flavor of old Rome with the Classic style scooter. It is an extremely durable 49.9cc scooter with a 4-Stroke, Single Cylinder, Forced Air Cooled Engine that was engineered for maximum performance with the help of Castrol Oil. It has a front disc brake as standard on the mag wheel rims. It is built on a Steel Chassis with a 330 lb. load carrying capacity and a strong rack padded backrest. The scooter also features an Auto Transmission (CVT). The Front Suspension is telescopic front suspension shocks for a comfortable ride. Highlights include Chrome Mirrors and accents, Great lighting and controls. The Scooter also has anti-theft locking steering. It comes with an Electric Starter and a Kick Start. A Seat Box is standard.

Think about ride the old Rome classic style scooter with your love one on the beach. There is nothing more romantic than this. 

I'm only asking for $1500 for this beauty and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day. 

6. Laptop

Classic white, you will never find it again. This is truly one of the most beautiful laptop every made in the world. This is your chance to own one of the piece of art in the laptops and why you want to miss the chance?  

UP FOR SALE IS AN AUTHENTIC APPLE MACBOOK White Unibody 13" 1TB ( 999 GB) HDD LAPTOP COMPUTER A1342.. Excellent Working Conditions.No cracks on the screen, overall in good condition. 

I'm only asking for $350 for this white snow and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day. 

7. DVD - Star wars

If you are a star wars fan like me and trying to get all the movies of star wars in brand new condition. This is your chance to do it. Brand New Sealed. Star Wars A New Hope Episode IV on DVD. Lot of 10 of them for one price. These are the Full Screen 2 Disc Limited Editions that have the original theatrical version of the movie on Disc 2 that has never been released again. Out of production and hard to find. Great investment for when the new Star Wars VII movie comes out later this year. Don't miss it out, you know you want them. 

I'm only asking for $100 for the whole set and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day. 

8. Skateboard

This is one of the kind vintage skateboard! 

This is one of the first skateboards produced with urethane wheels, which revolutionized skateboarding in the early 1970's.  Everything is ABSOLUTELY ORIGINAL!  Nothing has been changed, and/or added to this skateboard.  This skateboard was lovingly crafted by hand and the amazing part was that it still works perfectly.  The Tunnel Rock Wheels and the ACS 650 Trucks still preform perfectly like when I was a child.  There's also the yellow and red sticker on the bottom of the broad from Star Trac Kryptonics. This skateboard really showcases American Craftsmanship when things were made to last. I purposefully didn't clean it, so the new owner can have a restoration professional clean and restore the skateboard properly.  This would make a fabulous addition to any collection. My father was an avid surfer and he brought this skateboard home the moment they came out.  I am the original owner.  The skateboard is 42 inches long and 7.5 inches wide at the middle.  The skateboard is solid wood and weighs about 10 pounds. 

I'm only asking for $100 for this vintage collection skateboard and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day. 

9. A Pair of Shoes - Air Jordan 1 

Wondering why Michael Jordan is the god of basketball? Why he was the MVP at his first year? The Air Jordan 1 high og can tell you the whole story of Michael Jordan. The classic red and black Chicago bulls color, they original shoe box makes it one of the kind in the sneaker industry. This is your chance to get in touch with the god of basketball and you will never get disappointed at this shoes.  

here is a holy grail for ANY Jordan collector, a pair of Air Jordan I ORIGINALS from the 1985-1986 season in DEADSTOCK (brand new) condition with original laces, insoles and hang tag. These were acquired from the Shoezeum in Las Vegas and come with a certificate of authenticity from its owner. They are a size 12 and guaranteed absolutely authentic, 100% legit. The shoes have never been worn or tried on, still deadstock after THREE DECADES. Naturally this is a 30-year-old shoe so I will stress that it is not suitable for wear. These are for collection purposes only and they are the kind of shoe that instantly makes your collection. There is some cracking on the leather due to age but it's sparse and in low-profile spots on the shoe. 

I'm only asking for $4000 for this vintage collection sneaker and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day. 

10. Coffee Table

This sleek-looking coffee table provides beauty and function for your home. The deep espresso color and silvertone drawer pulls give your home a contemporary feel. A surface area of over 7 feet gives your guests plenty of room to place their drinks and snacks. The top slides open to reveal a hiding place for books or games, keeping your home tidy. Two large bottom drawers provide additional storage.

I'm only asking for $100 for this vintage collection sneaker and you won't find a better deal anywhere else. Stop think about it and email me at: skyline126@gmail.com 

Please feel free to ask me any questions and I will get back to ASAP. 

Thanks for looking and have a great day. 

CHAPTER 5: BLOGS: TAPPING MILLIONS OF EVANGELISTS TO TELL YOUR STORY—BLOG QUESTIONS

1)   What are blogs?

       A blog is just a website written by someone who is passionate about a subject and wants to share that passion with the world. And as we've discussed here, it's also a terrific marketing tool. (textbook Chapter 5)

2)   Why is it healthy to have differing opinions on a blog, including opinions different from the blogger’s?

     Opinions that are different from mine on my blog are just fine! This might take some getting used to, especially for a traditional PR department that likes to control messaging. However, I strongly believe that comments from readers offering different viewpoints from the original post are actually a good thing on a blog, because they add credibility to your viewpoint by showing two sides of an issue and by highlighting that your readership is passionate enough to want to contribute to a debate on your blog.

3)   Why are blogs deemed "bad" by people who don't read them regularly?

      blogs are deemed bad or wrong only by people who do not read them regularly. In journalism school and on their first beat assignments when they begin their careers, aspiring reporters and editors are taught that stories are developed through research and interviews with knowledgeable sources.(textbook Chapter 5)

     

4)   How can a company communicate via blogs with people who have negative connotations of what blogs       are? 

     Most bloggers tolerate negative comments on their blogs and don't remove them. I actually like some controversy on my blog because it can spark debate. Opinions that are different from mine on my blog are just fine! This might take some getting used to, especially for a traditional PR department that likes to control messaging.(textbook Chapter 5)

5)   Take a position and support it concerning the following statement: "You should believe everything you read on blogs."

     The term sometimes carries negative connotations among people who have heard of blogs but do not make an effort to read them regularly. These folks assume that blogs are frivolous and without value. At my presentations, I sometimes ask people if they read blogs, and the show of hands tells me that less than half the audience does. I am certain that this number is wrong.

6)   The Huffington Post is not a blog. Agree or disagree? Support your answer.

Disagree, Huffington Post is more than a blog and it looks like a news website. The site offers a lot more than a blog such as news, blogs, and original content and covers politics, business, entertainment, environment, technology, popular media, lifestyle, culture, comedy, healthy living, women's interests, and local news. Blog is just a part of the website so I dont considered it as just a blog. (http://www.huffingtonpost.com/)

7)   What are four different ways you can use blogs?

      1. To easily monitor what millions of people are saying about you, the market you sell into, your organization, and its products.
        
        2. To participate in those conversations by commenting on other people's blogs.

        3. To work with bloggers who write about your industry, company, or products.

        4. To begin to shape those conversations by creating and writing your own blog.

8)   What are some reasons for "jumping into the blog world”?
     
      First, by monitoring what people are saying about the marketplace you sell into as well as your company and products, you get a sense of the important bloggers, their online voices, and blog etiquette. It is quite important to understand the unwritten rules of blogging, and the best way to do that is to read blogs. Next, you can begin to leave comments on the blogs that are important for your industry or marketplace. That starts you on the way to being known to other bloggers and allows you to present your point of view before you create your own blog. Many organizations cultivate powerful relationships with the bloggers who write about their industry. You should work with bloggers so they know as much as possible about what you do. Finally, when you feel comfortable with blogs and bloggers, you can take the plunge by creating your own blog. (textbook Chapter 5)

9)   Given that you can identify persons responding to your blogs, how can a company create a connection with these bloggers?

      If you don't have a hot toy to give people rides in, you can still organize a dinner for bloggers to meet with executives at your company. Or perhaps you can invite a small group of them to a special webinar for the exclusive announcement of a new product offering. These outreach programs are critical to providing bloggers with the information and sense of connection that will help them tell your story for you.(textbook Chapter 5)

10) Respond to the following statement: "You can’t make decisions on what you think your products do; you need to make decisions on the perceptions of what people are actually doing with your products." How can blogging help?stions for monitoring your company’s reputation via blogs.

     “Opinions are offered on blogs, and understanding the sum of those opinions is very important. You can't just make decisions on what you think your products do; you need to make decisions on the perceptions of what people are actually doing with your products. Seeing the blogosphere as a source of market intelligence is now vital for companies.” So become an expert in what's being said about your organization on blogs. There's never been a better time for marketers to get a true feel for what's going on in the real world. Bloggers provide instantaneous and unsolicited comments on your products, and this free information is just waiting for you to tap into it. 

12) Do you think it would be possible to run an exit poll for a presidential election using social media?

     No, traditional way is better is because you can't identify people identification through social media. Anybody can talk through social media and people don't take this seriously.    

13) What principles should a company use in developing rules about employee use of email or any other type of social media?
   
     Have guidelines about what employees can and cannot do at work, but don't try to make a specific set of blogging guidelines. I'd suggest implementing corporate policies saying such things as employees can't sexually harass anyone, that they can't reveal secrets, that they can't use inside information to trade stock or influence prices, and that they shouldn't talk ill of the competition in any way or via any media. The guidelines should include email, delivering a speech, writing a blog, commenting on blogs (and online forums and chat rooms), and other forms of communication. Rather than focus on putting guidelines on blogs (the technology), it is better to focus on guiding the way people behave. However, as always, check with your own legal advisors if you have concerns. (textbook chapter 5) 

14) Provide some tips on how NOT to produce a junky blog.

     useful information, easy to read and understand, keep it up to date, user friendly. 

15) Provide some evidence as to the “power of blogs.”

     It is remarkable what a smart individual with passion can do with a blog. People have blogged their way to dream jobs (and book deals) through the ideas they express. Rock bands have built loyal followings and gained record contracts. Political candidates have broken out of the pack. And companies have competed effectively, even against much larger, better-funded players.

16) What percentage of companies monitor blogs to find out what people are saying about them?

     20%-30%