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.
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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