Real-Time Marketing and PR How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now

by Scott, David Meerman

• ISBN13: 9781118155998
• ISBN10: 1118155998
• Edition: 1st
• Format: Paperback
• Copyright: 2011-12-27
• Publisher: Wiley

Summary

Wake up, it's revolution time! Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It's a real-time world now, and if you're not engaged, then you're on your way to marketplace irrelevance. "Real time" means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictably go viral to a global audience. It's when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it. Caught up in old, time-consuming processes, too many companies leave themselves fatally exposed by flying blind through this new media environment. You don't have to be among them. Discover Real-Time Marketing and PR and get a clear path to navigate and succeed in the changed business landscape. In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller,David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to: Develop a business culture that encourages speed over sloth Read buying signals as people interact with your online information Crowdsource product development, naming, and even marketing materials such as online videos Engage reporters to shape stories as they are being written Command premium prices by delivering products at speed Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!

Author Biography

David Meerman Scott's book The New Rules of Marketing and PR opened people's eyes to the new realities of marketing and public relations on the Web. Six months on the BusinessWeek bestseller list, with over a quarter million copies in print in more than twenty-five languages, New Rules, now In its third edition, is a modern business classic. 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 in real time.

Table of Contents

Introduction to the Revised Edition	p. xiii
Prologue	p. xv
Revolution Time	p. 1
Grow Your Business Now	p. 3
Dave's Slingshot Goes Viral on Goliath	p. 6
The Stories Behind the Story: United Airlines, Taylor Guitars, and Calton Cases	p. 9
Break a Taylor Guitar and You Break this Man's Heart	p. 10
A Teachable Moment	p. 12
Case Study in Real-Time Product Development	p. 12
United Comes Untied	p. 14
Dave's Big Win	p. 15
Real-Time Engagement	p. 16
Speed versus Sloth	p. 19
Google Finally Gets It	p. 21
Caught on the News Cycle Hamster Wheel	p. 23
Feeling an Invisible Presence in the Conference Hall	p. 23
What Matters Now	p. 25
Can You See the Pattern?	p. 27
Laying Down Some Real-Time Law	p. 29
The New Laws on Speed	p. 30
The Real-Time Power Law	p. 30
The Real-Time Law of Normal Distribution	p. 32
How Would You React?	p. 34
Real-Time Attitude	p. 35
Business as Usual	p. 35
The Real-Time Mind-Set	p. 36
No More Business as Usual	p. 37
It's Not the Tools, It's the Mind-Set Behind Them	p. 39
Too Big to Succeed?	p. 43
Boeing's Radar Belatedly Spots Harry's Plane	p. 44
Thank You for Your Inquiry	p. 48
Contact Us (or Not)	p. 49
Making Contact	p. 51
How Fast Does the Fortune 100 Respond?	p. 52
The ROI of Real-Time	p. 54
Live from the Revolution	p. 57
Always On	p. 58
Get in Sync with the Real-Time News Cycle	p. 59
The Old Media Relations Timeline	p. 60
Amazon.com as Big Brother	p. 67
Now: While News Is Happening	p. 63
Multiple Takes, One Story	p. 64
How They Make News in Real Time	p. 65
Did You Hear the One about the Pornographic Robocall?	p. 66
How to Engage the Media in Real Time	p. 67
How You Can Own 'The Second Paragraph"	p. 77
Crisis Communications and the Media	p. 79
Eurostar and Silence	p. 79
Twitter as a Crisis Communications Tool	p. 81
Real-Time Media Alerts	p. 82
Connect with Journalists before You Need Them	p. 82
Thrust into the News When You Least Expect It	p. 85
When You Have Hot News	p. 86
How to Deflate a Scandal	p. 87
The Time Is Now	p. 88
The Million-Dollar Door	p. 88
What Are People Saying about You This Instant?	p. 91
Who the Hell ARE These People?	p. 91
The Importance of Being First	p. 95
#AskObama	p. 96
Tracking Those You Know	p. 98
Choosing to Respond (or Not)	p. 99
Listening in to Millions of Discussions in Real Time	p. 100
A $250-Grand Tweet!	p. 102
Turning around a Critic	p. 103
When You Don't Have an Immediate Answer	p. 104
Social Web Analytics	p. 105
A Selection of Social Web Analytics Services	p. 107
How Even the Biggest Can Be Seamlessly Social	p. 109
Tap the Crowd for Quick Action	p. 111
How to Title a Book or Name a Product	p. 112
A Crowd for Any Purpose	p. 113
Finding the Right Crowd	p. 115
Massive Brainstorm	p. 117
Crowdsourcing a Movie for Free	p. 118
You Gotta Give to Get	p. 119
II Connect with Your Market	p. 121
Real-Time Customer Connection	p. 123
Connecting with Customers Is Marketing and PR	p. 124
Why Should I Help You?	p. 126
Interacting with Customers in Real Time	p. 128
Friends Tweet Friends First	p. 129
Embracing the Tweet	p. 130
Let Followers Feel the Love on Twitter	p. 134
How Can You Fight a Fire after the House Burns Down?	p. 135
Meet Your Critics on Their Turf	p. 136
Put the CEO to Work	p. 137
It Can Happen to You!	p. 138
Rapid Response with Instant Websites	p. 140
Multiple Communications Channels	p. 142
Reaching Fans	p. 148
Going Mobile, Real Time Is All the Time	p. 151
Tapping the World for Recommendations	p. 153
Looking to Buy a House	p. 154
Reaching Buyers via Mobile	p. 156
They Want It Immediately	p. 159
I Want It Now	p. 160
Real Time with the Grateful Dead	p. 161
Real-Time Products for Your Marketplace	p. 164
Hot Jobs in Real Time?	p. 165
Book Publisher Goes Real Time with Truman Fires MacArthur	p. 167
Real-Time Futures Trading Training Course	p. 168
III Grow Your Business Now	p. 171
Let Them Communicate … Now	p. 173
Real-Time Communications Policy	p. 175
How to Develop Real-Time Communications Guidelines	p. 185
Publishing Your Guidelines	p. 186
Encouraging Communications	p. 186
My Nordstrom Guy Does Real-Time Right	p. 187
When One of the Flock Strays	p. 188
Chief Real-Time Communications Officer	p. 189
Let Employees Communicate Now	p. 191
How Your Website Becomes a Real-Time Machine	p. 193
Respond Now, While Buyers Are Hot	p. 194
Know When She's Ready for You	p. 196
Test It Out!	p. 198
What's the Other Guy Doing?	p. 198
Make the Sale	p. 201
Real-Time, Data-Driven Marketing and Sales	p. 201
Real-Time Technology	p. 203
I Heard You Just Came into Some Wealth!	p. 205
Make Your Sales Team Love You	p. 207
Real-Time Sales Playbooks	p. 208
They Know What I'm Doing!	p. 210
Business at the Speed of Now	p. 213
The Mass-Media Aberration	p. 214
Lutz and Me	p. 216
Yes, We're Listening!	p. 218
TweetDeck in Motown	p. 219
GM Learns to Show Its Human Face	p. 219
Lutz Always Gets the Last Word	p. 220
How Real-Time Communications Sells Cars	p. 221
Starting Up in Real Time	p. 222
Improvising under the Volcano	p. 225
It's About Focusing the Mind-Set on the Tools	p. 227
Appendix: 2010 Fortune 100 Real-Time Speed Analysis	p. 229
Media Sources	p. 235
Acknowledgments	p. 243
About the Author	p. 244
Preview Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage	p. 245
Have David Meerman Scott Speak at Your Next Event	p. 247
Index	p. 248
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