On Inside PR this week: Spin Sucks!

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IMG_0041Spin sucks! You know it and I know it. And Gini Dietrich knows it. But even more, Gini has written a new book, Spin Sucks, in which she shows us how to replace spin with authentic communications that your community will find informative, entertaining and useful.

Spin Sucks the Book has just launched. And in this week’s episode of Inside PR, Martin Waxman and I talk with Gini about the book, what it tells us, and her innovative approach to marketing the book. (If you know Gini, you wouldn’t expect anything less from her than to turn the launch of her book into a marketing experiment. She’s always thinking of how to do things better.) This included a Brand Ambassador program to spread the word about the book so that Gini could maintain a much more limited travel schedule to promote Spin Sucks than she had to maintain when promoting her previous book, Marketing in the Round. Over 800 people applied to be a Brand Ambassador, agreeing to buy the book and write a review to coincide with the launch date. Ultimately, she selected over 200 of the applicants to be Ambassadors.

If you wonder what type of results Gini got from this approach, check out the quality of the reviews on Amazon.com. High quality, Well written, persuasive reviews from people who’ve read and loved the book. (At the time I write this, there are 76 reviews of Gini’s book. Sixty five are 5 star and eleven are four star.)

It doesn’t get much better than that.

This is an excerpt from an article originally posted on the Inside PR podcast blog. 

Gini Dietrich tells Third Tuesday why Spin Sucks

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Gini Dietrich is coming back to Canada. Even better, she’s coming back to Third Tuesday.

Gini DietrichGini will be doing the Canadian launch of her new book, Spin Sucks, at Third Tuesday Toronto (#3tYYZ) on April 7 and then at Third Tuesday Ottawa (#3tYOW) on April 8.

“We live in a world where content farms, Internet spiders, and fake accounts have the potential to ruin one’s experience online,” Gini says. “It certainly would be easy – and quite possible to even make some quick money – by sitting back and gaming the systems.”

At Third Tuesday, Gini will talk about what is wrong with:

  • Whisper campaigns;
  • Astroturfing;
  • Media manipulation; and
  • Unethical business practices.

She’ll show us that these tactics aren’t necessary to achieve results. She will talk about how to communicate honestly, responsibly, openly, and authentically, to truly earn the trust of our customers, stakeholders, investors, and communities. And she’ll illustrate her talk with case studies on the organizations that are doing things ethically and responsibly…and winning.

Bonus

Every attendee will receive a copy of “Spin Sucks” when you check in at the event. So, you not only can hear and meet Gini Dietrich, you can get your copy of the book personally signed by the author.

Register online to attend

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Don’t miss the chance to see Gini and get your copy of Spin Sucks. Register online to attend Third Tuesday Toronto (#3TYYZ) or Third Tuesday Ottawa (#3tYOW).

I hope to see you there.

Thank you to our sponsors

Third Tuesday is supported by great sponsors – Cision Canada and Rogers Communications – who believe in our community and help us to bring speakers not just to Toronto but to Ottawa as well. Without the sponsors we couldn’t make Third Tuesday a truly Canadian affair. So, thank you to the sponsors of the Third Tuesday 2014 season: Cision Canada and Rogers Communications.

We want students to be able to attend

Third Tuesday is a great opportunity to hear about the latest developments in social media and to network with business and thought leaders. And we don’t want students to miss out on this opportunity. So, if you are a student and would like to attend, don’t let the admission fee stop you. Simply present your student ID card at the time you sign into Third Tuesday and we’ll refund your admission fee, courtesy of Thornley Fallis.