The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, 3rd Edition

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  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2011-08-30
  • Publisher: Wiley
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David Meerman Scotts marketing bible has become a modern day business classic. This is the book every ambitious, forward-thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough. The New Rules of Marketing and PR has brought thousands of marketers up to speed on the changing requirements of promoting products or services in the new digital age. This is a one-of-a-kind, pioneering guide, offering a step-by-step action plan for harnessing the power of the Internet to communicate with buyers directly, raise online visibility, and increase sales. Its about getting the right message to the right people at the right time - for a fraction of the cost of a big-budget advertising campaign. This new, updated edition includes: A new introduction discussing recent changes to the world of marketing and PR A brand new chapter on mobile marketing An additional chapter on real-time marketing and PR Updated information on how to measure the success of your campaigns A range of new tools Fresh case studies

Author Biography

DAVID MEERMAN SCOTT is the author of Real-Time Marketing & PR, World Wide Rave, Marketing Lessons from the Grateful Dead, and The New Rules of Marketing & PR. His books open people's eyes to the new realities of marketing and public relations. David's popular blog and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers directly and in real time.

Table of Contents

Foreword by Robert Scoble xix

Welcome to the Third Edition of The New Rules xxiii

Introduction xxvii

The New Rules xxix

Trying to Write Like a Blog, But in a Book xxix

Showcasing Innovative Marketers xxxi

I How the Web Has Changed the Rules of Marketing and PR 1

1 The Old Rules of Marketing and PR Are Ineffective in an Online World 3

Advertising: A Money Pit of Wasted Resources 6

One-Way Interruption Marketing Is Yesterday’s Message 7

The Old Rules of Marketing 8

Public Relations Used to Be Exclusively about the Media 8

Public Relations and Third-Party Ink 9

Yes, the Media Are Still Important 10

Press Releases and the Journalistic Black Hole 11

The Old Rules of PR 11

Learn to Ignore the Old Rules 13

2 The New Rules of Marketing and PR 15

The Long Tail of Marketing 17

Tell Me Something I Don’t Know, Please 18

Bricks-and-Mortar News 19

Advice from the Company President 21

The Long Tail of PR 22

The New Rules of Marketing and PR 23

The Convergence of Marketing and PR on the Web 24

3 Reaching Your Buyers Directly 25

The Right Marketing in a Wired World 26

Let the World Know about Your Expertise 27

Develop Information Your Buyers Want to Consume 28

Buyer Personas: The Basics 29

Think Like a Publisher 31

Tell Your Organization’s Story Directly 32

Know the Goals and Let Content Drive Action 33

Content and Thought Leadership 34

II Web-Based Communications to Reach Buyers Directly 35

4 Social Media and Your Targeted Audience 37

What Is Social Media, Anyway? 38

Social Media Is a Cocktail Party 39

Facebook Group Drives 15,000 People to Singapore Tattoo Show 40

The New Rules of Job Search 41

How David Murray Found a New Job via Twitter 43

Insignificant Backwaters or Valuable Places to Connect? 44

Your Best Customers Participate in Online Forums—So Should You 47

Your Space in the Forums 50

Wikis, Listservs, and Your Audience 52

Creating Your Own Wiki 54

5 Blogs: Tapping Millions of Evangelists to Tell Your Story 57

Blogs, Blogging, and Bloggers 59

A Blog (or Not a Blog) 60

Understanding Blogs in the World of the Web 61

The Four Uses of Blogs for Marketing and PR 64

Monitor Blogs—Your Organization’s Reputation Depends on It 65

Comment on Blogs to Get Your Viewpoint Out There 66

Work with the Bloggers Who Talk about You 67

Bloggers Love Interesting Experiences 69

How to Reach Bloggers around the World 70

Do You Allow Employees to Send Email? How about Letting Them Blog? 70

Breaking Boundaries: Blogging at McDonald’s 72

The Power of Blogs 73

Get Started Today 74

6 Audio and Video Drive Action 75

Digging Digg Video 75

What University Should I Attend? 76

The Best Job in the World 77

Have Fun with Your Videos 79

Audio Content Delivery through Podcasting 81

Putting Marketing Back in Musicians’ Control 82

Podcasting: More Than Just Music 84

Grammar Girl Podcast 85

7 The New Rules of News Releases 87

News Releases in a Web World 89

The New Rules of News Releases 89

If They Find You, They Will Come 90

Driving Buyers into the Sales Process 92

Reach Your Buyers Directly 93

8 Going Viral: The Web Helps Audiences Catch the Fever 95

Minty-Fresh Explosive Marketing 95

Monitoring the Blogosphere for Viral Eruptions 97

Creating a World Wide Rave 99

Rules of the Rave 100

Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 101

Using Creative Commons to Facilitate Mashups and Spread Your Ideas 103

Viral Buzz for Fun and Profit 104

The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia’s Toilet 104

Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 105

When You Have Explosive News, Make It Go Viral 106

9 The Content-Rich Website 111

Political Advocacy on the Web 112

Content: The Focus of Successful Websites 114

Reaching a Global Marketplace 115

Putting It All Together with Content 116

Great Websites: More Art Than Science 118

10 Marketing and PR in Real Time 121

Real-Time Marketing and PR 122

Develop Your Real-Time Mind-Set 123

Real-Time Blog Post Drives $1 Million in New Business 124

The Time Is Now 126

Crowdsourced Support 129

III Action Plan for Harnessing the Power of the New Rules 135

11 You Are What You Publish: Building Your Marketing and PR Plan 137

What Are Your Organization’s Goals? 138

Buyer Personas and Your Organization 140

The Buyer Persona Profile 141

Reaching Senior Executives 144

The Importance of Buyer Personas in Web Marketing 145

In Your Buyers’ Own Words 146

What Do You Want Your Buyers to Believe? 148

Developing Content to Reach Buyers 150

Marketing Strategy Planning Template 153

The New Rules of Measurement 157

Asking Your Buyer for a Date 158

Measuring the Power of Free 158

What You Should Measure 159

Registration or Not? Data from an e-Book Offer 160

Educating Your Salespeople about the New Sales Cycle 162

Obama for America 163

Stick to Your Plan 168

12 Online Thought Leadership to Brand Your Organization as a Trusted Resource 169

Developing Thought Leadership Content 169

Forms of Thought Leadership Content 170

How to Create Thoughtful Content 175

Leveraging Thought Leaders Outside of Your Organization 176

How Much Money Does Your Buyer Make? 176

13 How to Create for Your Buyers 179

An Analysis of Gobbledygook 180

Poor Writing: How Did We Get Here? 181

Effective Writing for Marketing and PR 183

The Power of Writing Feedback (from Your Blog) 184

14 How Web Content Influences the Buying Process 187

Segmenting Your Buyers 188

Elements of a Buyer-Centric Website 190

Using RSS to Deliver Your Web Content to Targeted Niches 195

Link Content Directly into the Sales Cycle 196

A Friendly Nudge 198

Close the Sale and Continue the Conversation 198

An Open-Source Marketing Model 199

15 Mobile Marketing: Reaching Buyers Wherever They Are 203

Make Your Site Mobile Friendly 204

Build Your Audience via Mobile 205

Geolocation: When Your Buyer Is Nearby 207

The Mobile Media Room 208

An App for Anything 209

Cyber Graffiti with WiFi Network Names as Advertising 210

16 Social Networking Sites and Marketing 213

Television’s Eugene Mirman Is Very Nice and Likes Seafood 214

Facebook: Not Just for Students 215

Check Me Out on MySpace 219

Tweet Your Thoughts to the World 220

Social Networking and Personal Branding 223

The Horse Twitterer 225

Connecting with Fans 226

How Amanda Palmer Made $11,000 on Twitter in Two Hours 228

Which Social Networking Site Is Right for You? 229

You Can’t Go to Every Party, So Why Even Try? 231

Optimizing Social Networking Pages 232

Integrate Social Media into an Offline Conference or Event 233

Start a Movement 234

Why Participating in Social Media Is Like Exercise 235

17 Blogging to Reach Your Buyers 237

What Should You Blog About? 238

Blogging Ethics and Employee Blogging Guidelines 240

Blogging Basics: What You Need to Know to Get Started 241

Pimp Out Your Blog 244

Building an Audience for Your New Blog 245

Tag, and Your Buyer Is It 247

Fun with Sharpies (and Sharpie Fans) 247

Blogging outside of North America 248

What Are You Waiting For? 250

18 Video and Podcasting Made, Well, as Easy as Possible 251

Video and Your Buyers 251

Business-Casual Video 252

Stop Obsessing over Video Release Forms 253

A Flip Video Camera in Every Pocket 254

Getting Started with Video 255

Video Created for Buyers Generates Sales Leads 257

Podcasting 101 258

19 How to Use News Releases to Reach Buyers Directly 263

Developing Your News Release Strategy 264

Publishing News Releases through a Distribution Service 265

Reaching Even More Interested Buyers with RSS Feeds 266

Simultaneously Publishing Your News Releases to Your Website 267

The Importance of Links in Your News Releases 267

Focus on the Keywords and Phrases Your Buyers Use 268

Include Appropriate Social Media Tags 270

If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 270

20 The Online Media Room: Your Front Door for Much More Than the Media 273

Your Online Media Room as (Free) Search Engine Optimization 274

Best Practices for Online Media Rooms 275

An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees 282

Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room 284

21 The New Rules for Reaching the Media 285

Nontargeted, Broadcast Pitches Are Spam 285

The New Rules of Media Relations 286

Blogs and Media Relations 287

How Blog Mentions Drive Mainstream Media Stories 288

Launching Ideas with the U.S. Air Force 291

How to Pitch the Media 293

22 Search Engine Marketing 297

Making the First Page on Google 299

Search Engine Optimization 300

The Long Tail of Search 301

Carve Out Your Own Search Engine Real Estate 302

Web Landing Pages to Drive Action 303

Search Engine Marketing in a Fragmented Business 306

23 Make It Happen 309

Getting the Help You Need (and Rejecting What You Don’t) 310

Great for Any Organization 315

Now It’s Your Turn 317

Acknowledgments for the Third Edition 319

About the Author 321

Preview: Real-Time Marketing & PR 323

Preview: The New Rules of Social Media Book Series 341

Index 347

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