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More About This Title The New Rules of Marketing & PR, Fourth Edition: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing
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Thebenchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success
The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage Web-based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns.
Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they're eager to hear from you.
Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo-sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedInDavid Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.
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DAVID MEERMAN SCOTT is the author of eight books including Real-Time Marketing & PR, Marketing Lessons from the Grateful Dead, and Newsjacking. His books open people's eyes to the new realities of marketing and public relations. David's popular blog, advisory work with fast-growing companies, 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.
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Foreword by Robert Scoble xxi
Introduction 1
The New Rules 2
Life with the New Rules 4
What’s New 6
Writing Like on a Blog, But in a Book 7
Showcasing Successful Marketers 8
I How the Web Has Changed the Rules of Marketing and PR 11
1 The Old Rules of Marketing and PR Are Ineffective in an Online World 13
Advertising: A Money Pit of Wasted Resources 16
One-Way Interruption Marketing Is Yesterday’s Message 17
The Old Rules of Marketing 18
Public Relations Used to Be Exclusively about the Media 19
Public Relations and Third-Party Ink 20
Yes, the Media Are Still Important 20
Press Releases and the Journalistic Black Hole 21
The Old Rules of PR 22
Learn to Ignore the Old Rules 23
2 The New Rules of Marketing and PR 25
The Most Important Communication Revolution in Human History 26
Open for Business 27
The Long Tail of Marketing 30
Tell Me Something I Don’t Know, Please 31
Bricks-and-Mortar News 32
Advice from the Company President 34
The Long Tail of PR 35
The New Rules of Marketing and PR 36
The Convergence of Marketing and PR on the Web 37
3 Reaching Your Buyers Directly 38
The Right Marketing in a Wired World 39
Let the World Know about Your Expertise 40
Develop Information Your Buyers Want to Consume 43
Buyer Personas: The Basics 43
Think Like a Publisher 46
Staying Connected with Members and the Community 46
Know the Goals and Let Content Drive Action 48
Content and Thought Leadership 49
II Web-Based Communicationsto Reach Buyers Directly 51
4 Social Media and Your Targeted Audience 53
What Is Social Media, Anyway? 54
Social Media Is a Cocktail Party 55
Facebook Group Drives 15,000 People to Singapore Tattoo Show 56
The New Rules of Job Search 58
How to Find a New Job via Social Media 59
Insignificant Backwaters or Valuable Places to Connect? 61
Your Best Customers Participate in Online Forums—So Should You 64
Your Space in the Forums 67
Wikis, Listservs, and Your Audience 69
Creating Your Own Wiki 70
Social Networking Drives Adagio Teas’ Success 72
5 Blogs: Tapping Millions of Evangelists to Tell Your Story 76
Blogs, Blogging, and Bloggers 78
A Blog (or Not a Blog) 79
Understanding Blogs in the World of the Web 81
The Four Uses of Blogs for Marketing and PR 84
Monitor Blogs—Your Organization’s Reputation Depends on It 85
Comment on Blogs to Get Your Viewpoint Out There 86
Work with the Bloggers Who Talk about You 87
Bloggers Love Interesting Experiences 89
How to Reach Bloggers around the World 90
Do You Allow Employees to Send Email? How about Letting Them Blog? 91
Not Another Junky Blog 92
The Power of Blogs 94
Get Started Today 94
6 Audio and Video Drive Action 96
Create Goodwill with Customers 96
What University Should I Attend? 98
The Best Job in the World 99
Have Fun with Your Videos 101
Audio Content Delivery through Podcasting 103
Putting Marketing Back in Musicians’ Control 104
Podcasting: More Than Just Music 106
Grammar Girl Podcast 106
7 The New Rules of News Releases 109
News Releases in a Web World 111
The New Rules of News Releases 111
If They Find You, They Will Come 112
Driving Buyers into the Sales Process 114
Reach Your Buyers Directly 115
8 Going Viral: The Web Helps Audiences Catch the Fever 116
Minty-Fresh Explosive Marketing 117
Monitoring the Blogosphere for Viral Eruptions 118
Creating a World Wide Rave 120
Rules of the Rave 121
Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 123
Using Creative Commons to Facilitate Mashups and Spread Your Ideas 124
Viral Buzz for Fun and Profit 125
The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia’s Toilet 126
Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 127
When You Have Explosive News, Make It Go Viral 128
9 The Content-Rich Website 131
Political Advocacy on the Web 132
Content: The Focus of Successful Websites 134
Reaching a Global Marketplace 135
Putting It All Together with Content 136
Great Websites: More Art Than Science 138
10 Marketing and PR in Real Time 140
Real-Time Marketing and PR 141
Develop Your Real-Time Mind-Set 144
Real-Time Blog Post Drives $1 Million in New Business 146
The Time Is Now 149
Crowdsourced Support 154
III Action Plan for Harnessing the Power of the New Rules 159
11 You Are What You Publish: Building Your Marketing and PR Plan 161
What Are Your Organization’s Goals? 162
Buyer Personas and Your Organization 164
The Buyer Persona Profile 165
Reaching Senior Executives 168
The Importance of Buyer Personas in Web Marketing 169
In Your Buyers’ Own Words 170
What Do You Want Your Buyers to Believe? 172
Developing Content to Reach Buyers 174
Marketing Strategy Planning Template 177
The New Rules of Measurement 181
Asking Your Buyer for a Date 182
Measuring the Power of Free 182
What You Should Measure 183
Registration or Not? Data from an e-Book Offer 184
Educating Your Salespeople about the New Sales Cycle 186
Obama for America 187
Stick to Your Plan 192
12 Online Thought Leadership to Brand Your Organization as a Trusted Resource 193
Developing Thought Leadership Content 193
Forms of Thought Leadership Content 194
How to Create Thoughtful Content 199
Leveraging Thought Leaders Outside of Your Organization 202
How Much Money Does Your Buyer Make? 203
13 How to Create for Your Buyers 205
An Analysis of Gobbledygook 206
Poor Writing: How Did We Get Here? 207
Effective Writing for Marketing and PR 209
The Power of Writing Feedback (from Your Blog) 210
Brand Journalism at Boeing 211
14 How Web Content Influences the Buying Process 213
Segmenting Your Buyers 214
Elements of a Buyer-Centric Website 216
Using RSS to Deliver Your Web Content to Targeted Niches 221
Link Content Directly into the Sales Cycle 222
A Friendly Nudge 223
Close the Sale and Continue the Conversation 224
An Open-Source Marketing Model 224
How a Content Strategy Grew Business by 50 Percent in One Year 226
15 Mobile Marketing: Reaching Buyers Wherever They Are 232
Make Your Site Mobile Friendly 233
Build Your Audience via Mobile 235
Geolocation: When Your Buyer Is Nearby 236
QR Codes to Drive People to Your Content 237
The Mobile Media Room 240
An App for Anything 241
Cyber Graffiti with WiFi Network Names as Advertising 242
16 Social Networking Sites and Marketing 245
Television’s Eugene Mirman Is Very Nice and Likes Seafood 246
Facebook: Not Just for Students 247
How to Use Facebook to Market Your Product or Service 248
Increase Engagements with Facebook Groups and Apps 250
Why Google Plus Is Important For Your Business 253
Check Out My LinkedIn Profile 255
Tweet Your Thoughts to the World 257
Social Networking and Personal Branding 260
The Horse Twitterer 262
Connecting with Fans 264
How Amanda Palmer Raised a Million Dollars via Social Networking 265
Which Social Networking Site Is Right for You? 266
You Can’t Go to Every Party, So Why Even Try? 269
Optimizing Social Networking Pages 270
Integrate Social Media into an Offline Conference or Event 271
Start a Movement 272
Social Networking and Crisis Communications 273
Why Participating in Social Media Is Like Exercise 276
17 Blogging to Reach Your Buyers 279
What Should You Blog About? 280
Blogging Ethics and Employee Blogging Guidelines 282
Blogging Basics: What You Need to Know to Get Started 283
Pimp Out Your Blog 286
Building an Audience for Your New Blog 287
Tag, and Your Buyer Is It 288
Fun with Sharpies (and Sharpie Fans) 289
Cities That Blog 290
Blogging Outside of North America 292
What Are You Waiting For? 293
18 An Image Is Worth a Thousand Words 294
Photographs as Compelling Content Marketing 294
Why I Love Instagram 296
How to Market an Expensive Product with Original Photographs 297
Sharing with Pinterest 298
Infographics 300
19 Video and Podcasting Made, Well, as Easy as Possible 303
Video and Your Buyers 303
Business-Casual Video 304
Stop Obsessing over Video Release Forms 305
Your Smartphone Is All You Need 306
Video to Showcase Your Expertise 307
Getting Started with Video 309
Video Created for Buyers Generates Sales Leads 311
Podcasting 101 312
20 How to Use News Releases to Reach Buyers Directly 315
Developing Your News Release Strategy 316
Publishing News Releases through a Distribution Service 317
Reaching Even More Interested Buyers with RSS Feeds 318
Simultaneously Publishing Your News Releases to Your Website 318
The Importance of Links in Your News Releases 319
Focus on the Keywords and Phrases Your Buyers Use 319
Include Appropriate Social Media Tags 321
If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 322
21 Your Newsroom: A Front Door for Much More Than the Media 324
Your Newsroom as (Free) Search Engine Optimization 325
Best Practices for Newsrooms 325
Start with a Needs Analysis 327
A Newsroom to Reach Journalists, Customers, and Bloggers 333
Really Simple Marketing: The Importance of RSS Feeds in Your Newsroom 334
22 The New Rules for Reaching the Media 336
Nontargeted, Broadcast Pitches Are Spam 337
The New Rules of Media Relations 337
Blogs and Media Relations 338
How Blog Mentions Drive Mainstream Media Stories 339
Launching Ideas with the U.S. Air Force 342
How to Pitch the Media 344
23 Newsjacking Your Way into the Media 347
Journalists Are Looking for What You Know 349
Get Your Take on the News into the Marketplace of Ideas 350
How to Find News to Jack 353
When the Story Is Already (Sort of) about You 358
Twitter Is Your Newsjacking Tool 359
Beware: Newsjacking Can Damage Your Brand 360
Newsjacking for Fun and Profit 361
24 Search Engine Marketing 363
Making the First Page on Google 365
Search Engine Optimization 366
The Long Tail of Search 367
Carve Out Your Own Search Engine Real Estate 368
Web Landing Pages to Drive Action 369
Search Engine Marketing in a Fragmented Business 372
25 Make It Happen 374
Your Mind-Set 376
Manage Your Fear 376
Getting the Help You Need (and Rejecting What You Don’t) 377
Great for Any Organization 381
Now It’s Your Turn 384
Acknowledgments for the Fourth Edition 385
About the Author 387
Preview: Real-Time Marketing & PR 389
Preview: The New Rules of Social Media Book Series 409
Index 417
