Brand Vandals

With their follow up to Brand Anarchy, Stephen Waddington and Steve Earl once again provide sound advice in Brand Vandals about what can happen to your brand, due to social media and exactly what do to. This sort of advice would normally cost thousands, and they have also included multiple real-world examples of brand vandals at work. If you work in marketing, public relations or as an executive, this book is required reading.

“Books about marketing and public relations tend to fall into two camps: those that are navel-gazing and worthy, and those written from the front line that offer pragmatic upbeat advice. Brand Vandals definitely falls into the latter camp. If you have any interest whatsoever in brand reputation, and the vandals who threaten it, beg, borrow or steal this book. It should be your public relations bible.” - Francis Ingham, Director General, PRCA and Executive Director, ICCO

TARGET MARKET

· Young people new to the PR industry who love social media

· People used to 'traditional PR' who are less comfortable with social media

· CEOs and 'brand managers,' trying to protect their company's reputations

· Marketing and branding students (some included Brand Anarchy in dissertation reading) and generally those on MBA, Marketing and other degrees/courses

THE HOOK

· Extreme examples of brand vandals, involving topical stories, major brands and case studies. Include these on the AI.

· 'Your Business is at Risk,' - push the risk element – so company secretaries, finance directors, etc. feel they have to buy it.

KEY POINTS/TIMINGS

· Final pages: In now (July 2013)

· Advance copies: TBC

· Cover: TBC

DIGITAL ASSETS

· Extract online- Contacts page and first chapter, awaiting typesetting

· Slideshare- This is online now.

· Extracts to be selected and tailored to bloggers' interest

· Author blog- Wadds has a blog, Two-Way Street: http://wadds.co.uk/

· Authors on Twitter: @wadds (11, 273 followers) and @mynameisearl - 1,607

· Wadds' company @KetchumPR has a Twitter feed: 23,501 followers. (Target them)

· Earl's company Zeno Group also has 3,280 followers

SOCIAL MEDIA

· Jacket and first chapter release on Facebook, Twitter and PR magazines

· PDFs with the biographies of the authors

· PDFs with endorsements of the new book and praise for Brand Anarchy

· Two SlideShares- one for Brand Anarchy, and one for Brand Vandals

TWITTER

· Influential tweeters who reviewed the first book. @AndrewGrill etc, @JamieIvory @AllThingsIC @lookitsben @Jonk87 @natascharupp @Sheldrake (say hi to Philip Sheldrake about the book in more detail). @RossWigham @admiralpr @stedavies @adparker @darrylsparey @arunsudhamun @social_penguin @mike_mcgrail

· Twitter- vote for your favourite Brandjacking moment- HMV, Waitrose, Greenpeace? Share this on Facebook. Create a short Surveymonkey survey and a link to each media story, and/or a media card to share on Facebook and Twitter describing what happened in each situation. Use situations from the book.

· Create jpegs of the 'winning' brandjacking tweets and post them on the Bloomsbury Facebook page; share with the authors.

AUTHOR ASSETS

· Authors' Twitter accounts

· Facebook pages for Ketchum PR and Zeno Group

· Ketchum UK on Facebook: https://www.facebook.com/#!/KetchumUK?fref=ts

· Zeno Group (international): https://www.facebook.com/#!/zenogroup?fref=ts

· Two-way Street blog at @wadds; talk to the authors about a structured push.

· Set up another #commschat with the authors

EVENTS

· Launch event November 5th 2013

· The authors can speak about the book at conferences and events, and are welcome to make me aware of any events they are doing, either where Brand Vandals or Share This is the focus