The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition

by David Meerman Scott

• ISBN13: 9780470547816
• ISBN10: 0470547812
• Edition: 2nd
• Format: Paperback
• Copyright: 2010-01-01
• Publisher: Wiley

Summary

A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices

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 new second edition paperback keeps you up-to-date on the latest trends.

-New case studies and current examples are included to illustrate the very latest in marketing and PR trends.

-Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube

-Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility

-David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley

The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

Market to win with this new edition of the bestseller!

The first edition of The New Rules of Marketing & PR presented readers with a unique playbook to navigate marketing in the Internet Age. Now, in this fully revised and updated edition, author David Meerman Scott gives you all the hottest insider tips on the very latest winning tools and techniques so you can confidently market any product, service, or idea. With The New Rules of Marketing & PR, Second Edition, you'll soon be publishing powerful and effective information on the Web, reaching your buyers directly, and saving big on your budget.

Praise for The New Rules of Marketing & PR

"This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition."-Publishers Weekly (starred review)

"Scott goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules that shows you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life histories and an engaging style."-Jay Conrad Levinson, "The Father of Guerrilla Marketing" and author of the Guerrilla Marketing series of books

"The New Rules of Marketing & PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization."-Mark Levy, coauthor of How to Persuade People Who Don't Want to Be Persuaded and founder of Levy Innovation, a marketing strategy company

"I've relied on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past six semesters. David's book is a bold, crystal clear, and practical guide toward a new (and better) future for the profession."-Stephen Quigley, Boston University

Author Biography

David Meerman Scott is an award-winning marketing strategist, conference speaker, and seminar leader. He is the author of World Wide Rave and the editor of The New Rules of Social Media series, also from Wiley.

Table of Contents

Foreword	p. xvii
Welcome to the Second Edition of the New Rules	p. xxi
Second Edition	p. xxiii
Introduction	p. xxv
The New Rules	p. xxvii
Trying to Write Like a Blog, But in a Book	p. xxvii
Showcasing Innovative Marketer	p. xxix
How the Web Has Changed the Rules of Marketing and PR	p. 1
The Old Rules of Marketing and PR Are Ineffective in an Online World	p. 3
Advertising: A Money Pit of Wasted Resources	p. 6
One-Way Interruption Marketing Is Yesterday's Message	p. 7
The Old Rules of Marketing	p. 8
Public Relations Used to Be Exclusively about the Media	p. 8
Public Relations and Third-Pony Ink	p. 9
Yes, the Media Are Still Important	p. 10
Press Releases and the Journalistic Black Hole	p. 11
The Old Rules of PR	p. 11
Learn to Ignore the Old Rules	p. 13
The New Rules of Marketing and PR	p. 15
The Long Tail of Marketing	p. 17
Tell Me Something I Don't Know, Please	p. 18
Bricks-and-Mortar News	p. 19
Advice from the Company President	p. 21
The Long Tail of PR	p. 22
The New Rules of Marketing and PR	p. 23
The Convergence of Marketing and PR on the Web	p. 24
Reaching Your Buyers Directly	p. 25
The Right Marketing in a Wired World	p. 26
Let the World Know about Your Expertise	p. 27
Develop Information Your Buyers Want to Consume	p. 28
Buyer Personas: The Basics	p. 29
Think Like a Publisher	p. 31
Tell Your Organization's Story Directly	p. 32
Know the Goals and Let Content Drive Action	p. 33
Content and Thought Leadership	p. 34
Web-Based Communications to Reach Buyers Directly	p. 35
Social Media and Your Targeted Audience	p. 37
What Is Social Media, Anyway?	p. 38
Social Media Is a Cocktail Party	p. 39
Facebook Croup Drives 15,000 People to Singapore Tattoo Show	p. 40
The New Rules of Job Search	p. 42
How David Murray Found a New Job via Twitter	p. 43
Insignificant Backwaters or Valuable Places to Connect?	p. 44
Your Best Customers Participate in Online Forums-So Should You	p. 47
Your Space in the Forums	p. 51
Wikis, Listservs, and Your Audience	p. 52
Creating Your Own Wiki	p. 54
Blogs: Tapping Millions of Evangelists to Tell Your Story	p. 57
Blogs, Blogging, and Bloggers	p. 59
Understanding Blogs in the World of the Web	p. 60
The Four Uses of Blogs for Marketing and PR	p. 63
Monitor Blogs-Your Organization's Reputation Depends on It	p. 64
Comment on Blogs to Get Your Viewpoint Out There	p. 65
Work with the Bloggers Who Talk about You	p. 66
How to Reach Bloggers Around the World	p. 68
Do You Allow Employees to Send E-Mail? How about Letting Them Blog?	p. 69
Breaking Boundaries: Blogging at McDonald's	p. 71
The Power of Blogs	p. 72
Get Started Today	p. 72
Audio and Video Drive Action	p. 75
Digging Digg Video	p. 75
What University Should I Attend	p. 76
The Best Job in the World	p. 77
Audio Content Delivery Through Podcasting	p. 79
Putting Marketing Back in Musicians' Control	p. 80
Podcasting: More Than Just Music	p. 82
Grammar Girl Podcast	p. 83
The New Rules of News Releases	p. 85
News Releases in a Web World	p. 87
The New Rules of News Releases	p. 87
If They Find You, They Will Come	p. 88
Driving Buyers into the Sales Process	p. 90
Reach Your Buyers Directly	p. 91
Going Viral: The Web Helps Audiences Catch the Fever	p. 93
Minty-Fresh Explosive Marketing	p. 93
Monitoring the Blogosphere for Viral Eruptions	p. 95
Creating a World Wide Rove	p. 97
Rules of the Rave	p. 98
Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download	p. 99
Viral Buzz for Fun and Profit	p. 101
The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet	p. 101
Clip This Coupon for $ 1 Million Off Ft. Myers, FL Home	p. 102
When You Have Explosive News, Make It Go Viral	p. 103
The Content-Rich Web Site	p. 107
Political Advocacy on the Web	p. 108
Content: The Focus of Successful Web Sites	p. 110
Reaching a Global Marketplace	p. 111
Putting It All Together with Content	p. 112
Great Web Sites: More Art Than Science	p. 114
Action Plan for Harnessing the Power of the New Rules	p. 117
You Are What You Publish: Building Your Marketing and PR Plan	p. 119
What Are Your Organization's Goals?	p. 120
Buyer Personas and Your Organization	p. 122
The Buyer Persona Profile	p. 123
Reaching Senior Executives	p. 126
The Importance of Buyer Personas in Web Marketing	p. 127
In Your Buyers' Own Words	p. 128
What Do You Want Your Buyers to Believe?	p. 130
Developing Content to Reach Buyers	p. 132
Obama for America	p. 135
Stick to Your Plan	p. 139
Online Thought Leadership to Brand Your Organization as a Trusted Resource	p. 141
Developing Thought Leadership Content	p. 141
Forms of Thought Leadership Content	p. 142
How to Create Thoughtful Content	p. 146
Write What You Know	p. 147
Leveraging Thought Leaders Outside of Your Organization	p. 148
How Much Money Does Your Buyer Make?	p. 149
How to Write for Your Buyers	p. 151
An Analysis of Gobbledygook	p. 152
Poor Writing: How Did We Get Here?	p. 153
Effective Writing for Marketing and PR	p. 155
The Power of Writing Feedback (from Your Blog)	p. 156
How Web Content Influences the Buying Process	p. 159
Segmenting Your Buyers	p. 160
Elements of a Buyer-Centric Web Site	p. 162
Using RSS to Deliver Your Web Content to Targeted Niches	p. 166
Link Content Directly into the Sales Cycle	p. 168
A Friendly Nudge	p. 169
Close the Sale and Continue the Conversation	p. 169
An Open-Source Marketing Model	p. 170
Social Networking Sites and Marketing	p. 173
Television's Eugene Mirman is Very Nice and Likes Seafood	p. 174
Facebook: Not Just for Students	p. 175
Check Me Out on MySpace	p. 179
Tweet Your Thoughts to the World	p. 180
Social Networking and Personal Branding	p. 182
Connecting with Fans	p. 185
How Amanda Palmer Made $ 1,000 on Twitter in Two Hours	p. 186
Which Social Networking Site is Right for You?	p. 187
You Can't Go to Every Party, So Why Even Try?	p. 189
Optimizing Social Networking Pages	p. 190
Stan a Movement	p. 191
Blogging to Reach Your Buyers	p. 193
What Should You Blog About?	p. 194
Blogging Ethics and Employee Blogging Guidelines	p. 195
Blogging Basics- What You Need to Know to Get Started	p. 197
Pimp Out Your Blog	p. 199
Building an Audience for Your New Blog	p. 201
Tag, and Your Buyer Is It	p. 202
Fun with Sharpies (and Sharpie Fans)	p. 203
Blogging Outside of North America	p. 204
What Are You Waiting For?	p. 205
Video and Podcasting Made, Well, as Easy as Possible	p. 207
Video and Your Buyers	p. 207
A Flip Video Camera in Every Pocket	p. 208
Getting Started with Video	p. 209
Knifing the Competition ... and It's All Caught on Video	p. 211
Podcasting 101	p. 212
My Audio Is Your Podcast	p. 214
How to Use News Releases to Reach Buyers Directly	p. 217
Developing Your News Release Strategy	p. 218
Publishing News Releases through a Distribution Service	p. 219
Reaching Even More Interested Buyers with RSS Feeds	p. 220
Simultaneously Publishing Your News Releases to Your Web Site	p. 220
The Importance of Links in Your News Releases	p. 221
Focus on the Keywords and Phrases Your Buyers Use	p. 221
Include Appropriate Social Media Tags	p. 223
If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!	p. 224
The Online Media Room: Your Front Door for Much More Than the Media	p. 227
Your Online Media Room as (Free) Search Engine Optimization	p. 228
Best Practices for Online Media Rooms	p. 229
An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees	p. 236
Really Simple Marketing: The importance of RSS Feeds in Your Online Media Room	p. 238
The New Rules for Reaching the Media	p. 239
Nontargeted, Broadcast Pitches Are Spam	p. 240
The New Rules of Media Relations	p. 240
Blogs and Media Relations	p. 241
Launching ideas with the U.S. Air Force	p. 242
How to Pitch the Media	p. 244
Search Engine Marketing	p. 249
Making the First Page on Google	p. 250
Search Engine Optimization	p. 252
The Long Tail of Search	p. 253
Carve Out Your Own Search Engine Real Estate	p. 254
Web Landing Pages to Drive Action	p. 255
Search Engine Marketing in o Fragmented Business	p. 257
Make It Happen	p. 261
Getting the Help you Need (and Rejecting What You Don't)	p. 263
Great for Any Organization	p. 267
Now It's Your Turn	p. 269
Acknowledgments for the Second Edition	p. 271
Index	p. 272
About the Author	p. 280
Preview: World Wide Rave	p. 281
Preview: The New Rules of Social Media book series	p. 287
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