The new rules of marketing & PR : how to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly / David Meerman Scott ; foreword by Robert Scoble.

Format:

Book

Author/Creator:

Scott, David Meerman, author.

Language:

English

Subjects (All):

Internet marketing.

Public relations.

Genre:

Electronic books.

Physical Description:

1 online resource (323 pages)

Edition:

2nd ed.

Other Title:

New rules of marketing and public relations

Place of Publication:

Hoboken, New Jersey : Wiley, 2010.

Language Note:

English

System Details:

text file

Summary:

For marketers, The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process. --This text refers to an out of print or unavailable edition of this title.

Contents:

Cover

Contents

Foreword

Welcome to the Second Edition of the New Rules

Introduction

The New Rules

Trying to Write Like a Blog, But in a Book

Showcasing Innovative Marketers

Part I: How the Web Has Changed the Rules of Marketing and PR

Chapter 1: The Old Rules of Marketing and PR Are Ineffective in an Online World

Advertising: A Money Pit of Wasted Resources

One-Way Interruption Marketing Is Yesterday's Message

The Old Rules of Marketing

Public Relations Used to Be Exclusively about the Media

Public Relations and Third-Party Ink

Yes, the Media Are Still Important

Press Releases and the Journalistic Black Hole

The Old Rules of PR

Learn to Ignore the Old Rules

Chapter 2: The New Rules of Marketing and PR

The Long Tail of Marketing

Tell Me Something I Don't Know, Please

Bricks-and-Mortar News

Advice from the Company President

The Long Tail of PR

The New Rules of Marketing and PR

The Convergence of Marketing and PR on the Web

Chapter 3: Reaching Your Buyers Directly

The Right Marketing in a Wired World

Let the World Know about Your Expertise

Develop Information Your Buyers Want to Consume

Buyer Personas: The Basics

Think Like a Publisher

Tell Your Organization's Story Directly

Know the Goals and Let Content Drive Action

Content and Thought Leadership

Part II: Web-Based Communications to Reach Buyers Directly

Chapter 4: Social Media and Your Targeted Audience

What Is Social Media, Anyway?

Social Media Is a Cocktail Party

Facebook Group Drives 15,000 People to Singapore Tattoo Show

The New Rules of Job Search

How David Murray Found a New Job via Twitter

Insignificant Backwaters or Valuable Places to Connect?

Your Best Customers Participate in Online Forums-So Should You

Your Space in the Forums.

Wikis, Listservs, and Your Audience

Creating Your Own Wiki

Chapter 5: Blogs: Tapping Millions of Evangelists to Tell Your Story

Blogs, Blogging, and Bloggers

Understanding Blogs in the World of the Web

The Four Uses of Blogs for Marketing and PR

Monitor Blogs-Your Organization's Reputation Depends on It

Comment on Blogs to Get Your Viewpoint Out There

Work with the Bloggers Who Talk about You

How to Reach Bloggers Around the World

Do You Allow Employees to Send Email? How about Letting Them Blog?

Breaking Boundaries: Blogging at McDonald's

The Power of Blogs

Get Started Today

Chapter 6: Audio and Video Drive Action

Digging Digg Video

What University Should I Attend?

The Best Job in the World

Audio Content Delivery through Podcasting

Putting Marketing Back in Musicians' Control

Podcasting: More than Just Music

Grammar Girl Podcast

Chapter 7: The New Rules of News Releases

News Releases in a Web World

The New Rules of News Releases

If They Find You, They Will Come

Driving Buyers into the Sales Process

Reach Your Buyers Directly

Chapter 8: Going Viral: The Web Helps Audiences Catch the Fever

Minty-Fresh Explosive Marketing

Monitoring the Blogosphere for Viral Eruptions

Creating a World Wide Rave

Rules of the Rave

Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download

Viral Buzz for Fun and Profit

The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet

Clip This Coupon for 1 Million Off Ft. Myers, FL Home

When You Have Explosive News, Make It Go Viral

Chapter 9: The Content-Rich Web Site

Political Advocacy on the Web

Content: The Focus of Successful Web Sites

Reaching a Global Marketplace

Putting It All Together with Content

Great Web Sites: More Art than Science.

Part III: Action Plan for Harnessing the Power of the New Rules

Chapter 10: You Are What You Publish: Building Your Marketing and PR Plan

What Are Your Organization's Goals?

Buyer Personas and Your Organization

The Buyer Persona Profile

Reaching Senior Executives

The Importance of Buyer Personas in Web Marketing

In Your Buyers' Own Words

What Do You Want Your Buyers to Believe?

Developing Content to Reach Buyers

Obama for America

Stick to Your Plan

Chapter 11: Online Thought Leadership to Brand Your Organization as a Trusted Resource

Developing Thought Leadership Content

Forms of Thought Leadership Content

How to Create Thoughtful Content

Write What You Know

Leveraging Thought Leaders Outside of Your Organization

How Much Money Does Your Buyer Make?

Chapter 12: How to Write for Your Buyers

An Analysis of Gobbledygook

Poor Writing: How Did We Get Here?

Effective Writing for Marketing and PR

The Power of Writing Feedback (from Your Blog)

Chapter 13: How Web Content Influences the Buying Process

Segmenting Your Buyers

Elements of a Buyer-Centric Web Site

Using RSS to Deliver Your Web Content to Targeted Niches

Link Content Directly into the Sales Cycle

A Friendly Nudge

Close the Sale and Continue the Conversation

An Open-Source Marketing Model

Chapter 14: Social Networking Sites and Marketing

Television's Eugene Mirman Is Very Nice and Likes Seafood

Facebook: Not Just for Students

Check Me Out on MySpace

Tweet Your Thoughts to the World

Social Networking and Personal Branding

Connecting with Fans

How Amanda Palmer Made 11,000 on Twitter in Two Hours

Which Social Networking Site Is Right for You?

You Can't Go to Every Party, So Why Even Try?

Optimizing Social Networking Pages

Start a Movement.

Chapter 15: Blogging to Reach Your Buyers

What Should You Blog About?

Blogging Ethics and Employee Blogging Guidelines

Blogging Basics: What You Need to Know to Get Started

Pimp Out Your Blog

Building an Audience for Your New Blog

Tag, and Your Buyer Is It

Fun with Sharpies (and Sharpie Fans)

Blogging Outside of North America

What Are You Waiting For?

Chapter 16: Video and Podcasting Made, Well, as Easy as Possible

Video and Your Buyers

A Flip Video Camera in Every Pocket

Getting Started With Video

Knifing the Competition . . . and It's All Caught on Video

Podcasting 101

My Audio Is Your Podcast

Chapter 17: How to Use News Releases to Reach Buyers Directly

Developing Your News Release Strategy

Publishing News Releases through a Distribution Service

Reaching Even More Interested Buyers with RSS Feeds

Simultaneously Publishing Your News Releases to Your Web Site

The Importance of Links in Your News Releases

Focus on the Keywords and Phrases Your Buyers Use

Include Appropriate Social Media Tags

If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!

Chapter 18: The Online Media Room: Your Front Door for Much More Than the Media

Your Online Media Room as (Free) Search Engine Optimization

Best Practices for Online Media Rooms

An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees

Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room

Chapter 19: The New Rules for Reaching the Media

Nontargeted, Broadcast Pitches Are Spam

The New Rules of Media Relations

Blogs and Media Relations

Launching Ideas with the U.S. Air Force

How to Pitch the Media

Chapter 20: Search Engine Marketing

Making the First Page On Google

Search Engine Optimization

The Long Tail of Search.

Carve Out Your Own Search Engine Real Estate

Web Landing Pages to Drive Action

Search Engine Marketing in a Fragmented Business

Chapter 21: Make It Happen

Getting the Help You Need (and Rejecting What You Don't)

Great for Any Organization

Now It's Your Turn

Acknowledgments for the Second Edition

Index

About the Author

Preview: World Wide Rave: Creating Triggers That Get Millions of People to Spread Your Ideas and Share Your Stories

When 7 = 350,000,000

Marketing Advice from Cindy Gordon, Vice President of New Media and Marketing Partnerships, Universal Orlando Resort

A Formula for Success

The World Wide Rave Empowers You

Preview: The New Rules of Social Media book series

Inbound Marketing: Get Found Using Google, Social Media, and Blogs

Get Seen: Online Video Secrets to Building Your Business

Social Media Metrics: How to Measure and Optimize Your Marketing Investment.

Notes:

Includes index.

Includes bibliographical references.

Description based on print version record.

ISBN:

9786612483042

9780470606650

0470606657

9781282483040

1282483048

9780470606636

0470606630

OCLC:

1027175970