David Taylor
David Taylor
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![]() Elizabeth Taylor the Lady the Lover the Legend 1932 2011 by David Bret US $9.96
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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
About the Author
Ikroh is an award winning UK SEO company, committed to 100% ethical search and passionate about our clients' success online. Our internet marketing services include SEO, PPC, social media marketing and web analytics.
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Schizophrenia In Focus By Taylor, David $67.07 Author: Taylor, David Publication Date: 2006/07/03 Number of Pages: 192 Binding Type: Hardcover Language: English Depth: 0.50 Width: 6.25 Height: 9.00 |
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Leica M9 By Taylor, David $24.4 Author: Taylor, David Series Title: The Expanded Guide Publication Date: 2011/06/01 Number of Pages: 240 Binding Type: Paperback Language: English Depth: 0.50 Width: 5.75 Height: 7.25 |
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Fourthirds Photography By Taylor, David $24.4 Author: Taylor, David Series Title: The Expanded Guide Publication Date: 2011/10/01 Number of Pages: 208 Binding Type: Paperback Language: English Depth: 0.75 Width: 6.00 Height: 7.25 |
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Dogs By Taylor, David $11.86 Author: Taylor, David Series Title: Dk Pockets Publication Date: 2003/06/01 Number of Pages: 128 Binding Type: Paperback Language: English Depth: 0.50 Width: 3.75 Height: 5.50 |
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The Brand Gym By Taylor, David/ Nichols, David $52 Provided by publisher. Author: Taylor, David/ Nichols, David Subtitle: A Practical Workout to Gain and Retain Brand Leadership Publication Date: 2010/06/15 Number of Pages: 239 Binding Type: Hardcover Language: English Depth: 0.75 Width: 7.75 Height: 9.25 |
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Hooligans, Harlots, and Hangmen By Taylor, David $71.6 Author: Taylor, David Series Title: Criminal History of Britain Subtitle: Crime and Punishment in Victorian Britain Publication Date: 2010/02/09 Number of Pages: 288 Binding Type: Hardcover Language: English Depth: 1.25 Width: 6.50 Height: 9.50 |
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David Taylor (Footballer Born 1883) $71.7 High Quality Content by WIKIPEDIA articles David Taylor was a Scottish professional footballer who won the FA Cup in 1911 with Bradford City, and in 1914 with Burnley. Moving from Rangers to Bradford City in 1910, Taylor signed for Burnley in 1911. He later moved back to Scotland to manage St. Johnstone and Dunfermline Athletic, before returning to England to manage Carlisle United. Taylor guested for both Old Firm clubs during the First World War. Author: Miller, Frederic P./ Vandome, Agnes F./ McBrewster, John Binding Type: Paperback Number of Pages: 76 Publication Date: 2010/12/24 Language: English Dimensions: 6.00 x 9.02 x 0.18 inches |
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Your Dogs IQ By Taylor, David $14.13 Discusses canine intelligence and how to test it in ways that are appropriate for different breeds of dog, offers fifty different activities for testing a dogs intelligence, and suggests ways to improve the animals responses. Author: Taylor, David Subtitle: How Clever Is Your Canine? Publication Date: 2009/03/15 Number of Pages: 192 Binding Type: Paperback Language: English Depth: 0.75 Width: 5.75 Height: 7.00 |
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Actress Elizabeth Taylor $79.99 David Mcgough Actress Elizabeth Taylor - Premium Photographic Print |
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Interiors By Nielson, Karla J./ Taylor, David A. $189.09 Author: Nielson, Karla J./ Taylor, David A. Subtitle: An Introduction Publication Date: 2010/08/26 Number of Pages: 510 Binding Type: Paperback Language: English Depth: 1.25 Width: 9.00 Height: 11.00 |
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Elementary Blueprint Reading for Machinists By Taylor, David L. $138.27 Author: Taylor, David L. Series Title: Delmar Learning Blueprint Reading Series Publication Date: 2003/06/01 Number of Pages: 153 Binding Type: Paperback Language: English Depth: 0.50 Width: 8.50 Height: 11.00 |
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Blueprint Reading for Machinists By Taylor, David L. $173.77 Author: Taylor, David L. Subtitle: Intermediate Publication Date: 2003/12/01 Number of Pages: 224 Binding Type: Paperback Language: English Depth: 0.25 Width: 8.25 Height: 10.50 |
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Fire Away, Now by Taylor, David J. [Paperback] $22.22 Author: Taylor, David J. Series Title: Music of Ireland Binding Type: Paperback Number of Pages: 32 Publication Date: 2001/11/01 Language: English Dimensions: 11.40 x 8.10 x 0.40 inches |
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Mystery; by Taylor, David F. [Paperback] $22.17 This is an EXACT reproduction of a book published before 1923. This IS NOT an OCRd book with strange characters, introduced typographical errors, and jumbled words. This book may have occasional imperfections such as missing or blurred pages, poor pictures, errant marks, etc. that were either part of the original artifact, or were introduced by the scanning process. We believe this work is culturally important, and despite the imperfections, have elected to bring it back into print as part of our continuing commitment to the preservation of printed works worldwide. We appreciate your understanding of the imperfections in the preservation process, and hope you enjoy this valuable book. Author: Taylor, David F. Binding Type: Paperback Number of Pages: 52 Publication Date: 2010/06/26 Language: English Dimensions: 7.44 x 9.68 x 0.10 inches |
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Farewell to Valley Forge by Taylor, David [Paperback] $34.85 Kessinger Publishing is the place to find hundreds of thousands of rare and hardtofind books with something of interest for everyone Author: Taylor, David Binding Type: Paperback Number of Pages: 320 Publication Date: 2010/09/10 Language: English Dimensions: 6.00 x 9.02 x 0.67 inches |
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Lorenzo Cain Autographed Bat - Taylor Green David Welch GAI $150.28 Lorenzo Cain Autographed Bat - Taylor Green David Welch GAI Taylor Green Lorenzo Cain David Welch Signed Bat GAIEvery signed item comes fully certified with a tamper proof hologram certificate of authenticity and is backed by the SportsMemorabilia.com Authenticity Guarantee. |
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Digital Black White Photography By Taylor, David $24.4 Gives advice on how to shoot blackandwhite images on todays sophisticated digital SLR and compact digital cameras, and even mobile phones, in a book aimed at the novice or more experienced amateur photographer, which explains concepts and theories behind digital photography. Original. Author: Taylor, David Subtitle: The Expanded Guide Publication Date: 2011/04/01 Number of Pages: 192 Binding Type: Paperback Language: English Depth: 0.50 Width: 5.50 Height: 6.75 |
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African Americans in Minnesota By Taylor, David Vassar/ Holm, Bill (FRW) $18.5 Author: Taylor, David Vassar/ Holm, Bill (FRW) Series Title: The People of Minnesota Publication Date: 2002/10/01 Number of Pages: 101 Binding Type: Paperbound Language: English Depth: 0.50 Width: 5.75 Height: 9.00 |
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Chain Mail Jewelry By Taylor, Terry/ Whyte, David Dylon $28.24 Author: Taylor, Terry/ Whyte, David Dylon Subtitle: Contemporary Designs from Classic Techniques Publication Date: 2006/05/28 Number of Pages: 144 Binding Type: Hardcover Language: English Depth: 0.75 Width: 9.00 Height: 10.00 |
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The Last Muster By Taylor, Maureen/ Lambert, David Allen (CON) $44.92 Author: Taylor, Maureen/ Lambert, David Allen (CON) Subtitle: Images of the Revolutionary War Generation Publication Date: 2010/07/01 Number of Pages: 177 Binding Type: Hardcover Language: English Depth: 1.00 Width: 9.25 Height: 7.25 |
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Mastering the World of Marketing By Taylor, Eric/ Riklan, David $24.4 The best of the best strategies from leading marketersThere are millions of ways to speak to your market today; this makes choosing the best approach all the more important. With methods, tricks, techniques, strategies, and platforms suited for companies and budgets of all sizes, Mastering the World of Marketing reveals how 50 of the top marketers working today generate leads, create brand recognition, and capture new customers.Covering both offline and online channels, this comprehensive guide examinestraditional, alternative, and hybrid approaches, giving you the full range of what works today so you can choose what suits your business needs best. Includes networking, word of mouth marketing, customer referrals, yellow page directories, radio, print, email marketing, direct mail, internet marketing, social media marketing, public relations, and advertising Features contributions from such successful marketers as Joe Vitale, Bob Bly, Jack Trout, Jim Kukral, Mark Joyner, and Rich Schefren. A valuepacked resource that offers unparalleled access to todays brightest marketing stars, Mastering the World of Marketing gives you all the marketing tools you need to reach your audience with compelling, winning messages Author: Taylor, Eric/ Riklan, David Subtitle: The Ultimate Training Resource from the Biggest Names in Marketing Publication Date: 2011/05/31 Number of Pages: 270 Binding Type: Paperback Language: English Depth: 0.75 Width: 6.00 Height: 9.00 |
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For David $4.99 For David |
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Drillbit Taylor $10.99 Drillbit Taylor (Unrated Extended Survival Edition) DVD New "" Synopsis: Ryan (Troy Gentile), Wade (Nate Hartley) and Emmit (David Dorfman) attend their first day at high school and they’re pumped -- until they meet up with Filkins (Alex Frost), a school bully who comes off like a little Hannibal Lecter. Before they become completely engulfed in Filkins’ reign of terror, they seek out some protection by placing an ad in Soldier of Fortune magazine. Their best response – and the cheapest – comes from Drillbit Taylor (Owen Wilson), a down-on-his luck soldier of fortune who lives a homeless – he likes to say “home-free� – existence on the beach. He enrolls them in some physical and mental training. Format: DVD Color: Color Rating: PG-13 RatingReason: crude sexual references throughout, strong bullying, language, drug references and partial nudity Genre: Comedy Runtime: 109... |
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Policing in England and Wales, 191839 By Laybourn, Keith/ Taylor, David $114.04 An examination of the modernization of the English and Welsh police during the interwar years, focusing upon the increasing professionalization of the police, the Federation, forensic work and the growth of traffic policing. The authors challenge the established viewpoint by arguing that this period saw significant changes in policing Author: Laybourn, Keith/ Taylor, David Subtitle: The Fed, Flying Squads and Forensics Publication Date: 2011/05/15 Number of Pages: 256 Binding Type: Hardcover Language: English Depth: 1.00 Width: 5.50 Height: 8.50 |
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Actress Elizabeth Taylor Sitting in the Back of a Limo $79.99 David Mcgough Actress Elizabeth Taylor Sitting in the Back of a Limo - Premium Photographic Print |
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David, King of Israel by Taylor, William [Paperback] $39.07 This is an EXACT reproduction of a book published before 1923. This IS NOT an OCRd book with strange characters, introduced typographical errors, and jumbled words. This book may have occasional imperfections such as missing or blurred pages, poor pictures, errant marks, etc. that were either part of the original artifact, or were introduced by the scanning process. We believe this work is culturally important, and despite the imperfections, have elected to bring it back into print as part of our continuing commitment to the preservation of printed works worldwide. We appreciate your understanding of the imperfections in the preservation process, and hope you enjoy this valuable book. Author: Taylor, William Binding Type: Paperback Number of Pages: 460 Publication Date: 2010/04/20 Language: English Dimensions: 7.44 x 9.68 x 0.92 inches |
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Taylor $10 Taylor - Cutie |
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Highway Cats By Lisle, Janet Taylor/ Frankland, David (ILT) $19.29 After befriending three little kittens who were thrown off a truck and onto the highway one evening, street cats Khalia Koo, Jolly Roger, and the rest of their feline friends are shocked when they discover that the discarded additions to their mix have special powers that are quickly put to use to save their beloved cat town. 20,000 first printing. Author: Lisle, Janet Taylor/ Frankland, David (ILT) Publication Date: 2008/09/18 Number of Pages: 118 Binding Type: Hardcover Grade Level: 46 Language: English Depth: 0.50 Width: 5.75 Height: 8.50 |
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The Martin Taylor Guitar Method Book/CD Set $22.95 "By Martin Taylor with David Mead. For Guitar (All). Methods. Jazz. Beginning-Intermediate. Book/CD Set. 88 pages. Published by Mel Bay Publications, Inc" |
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Actresses Elizabeth Taylor and Liza Minnelli at a Gala Dinner Party $79.99 David Mcgough Actresses Elizabeth Taylor and Liza Minnelli at a Gala Dinner Party - Premium Photographic Print |
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Actress Elizabeth Taylor Holding a Rose, with Broadway Producer Zev Bufman $79.99 David Mcgough Actress Elizabeth Taylor Holding a Rose, with Broadway Producer Zev Bufman - Premium Photographic Print |
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Basic Writings By Heidegger, Martin/ Krell, David Farrell (EDT)/ Carman, Taylor (FRW) $20.06 Author: Heidegger, Martin/ Krell, David Farrell (EDT)/ Carman, Taylor (FRW) Subtitle: From Being and Time to the Task of Thinking Publication Date: 2008/11/01 Number of Pages: 452 Binding Type: Paperback Language: English Depth: 1.25 Width: 5.25 Height: 8.00 |
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Managing Enterprise Risk By Leggio, Karyl B. (EDT)/ Bodde, David L. (EDT)/ Taylor, Marilyn L. (EDT) $275.03 Author: Leggio, Karyl B. (EDT)/ Bodde, David L. (EDT)/ Taylor, Marilyn L. (EDT) Subtitle: What the Electric Industry Experience Implies for Contemporary Business Publication Date: 2006/09/20 Number of Pages: 228 Binding Type: Hardcover Language: English Depth: 0.75 Width: 6.50 Height: 9.25 |
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Rzewski, Liebman, Ewazen, Dlugoszewski / David Taylor $16.99 New World Records:80494 |
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Drillbit Taylor(2008) (DVD) $4.93 When three high school students tire of being harassed by bullies, they hire a bodyguard named Drillbit Taylor to save them. Cast List: Troy Gentile , David Dorfman , Nate Hartley , Danny McBride , Leslie Mann , Stephen Root , Josh Peck , Owen Wilson Produced: 2008 Three nerdy high school kids, desperate for a way to exact revenge on their nemeses - two school bullies - end up hiring Drillbit's budget bodyguard services and they get what they pay for. Drillbit takes this bumbling band of misfits under his wing and, with his zany and oddball training methods, leads them as they turn the tables on their attackers and take back their school! |
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Pink Floyd the Black Strat By Taylor, Phil $34.4 Author: Taylor, Phil Subtitle: A History of David Gilmours Black Fender Stratocaster Publication Date: 2010/09/01 Number of Pages: 208 Binding Type: Paperback Language: English Depth: 0.75 Width: 9.00 Height: 10.75 |


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