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More About This Title Real-Time Marketing & PR: How to Instantly EngageYour Market, Connect with Customers, and CreateProducts that Grow Your Business Now (Revised)
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Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. "Real time" means news breaks over minutes, not days. It means 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. 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!
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Prologue xv
IRevolution Time 1
1Grow Your Business Now 3
Dave’s Slingshot Goes Viral on Goliath 6
The Stories Behind the Story: United Airlines, Taylor Guitars, and Calton Cases 9
Break a Taylor Guitar and You Break this Man’s Heart 10
A Teachable Moment 12
Case Study in Real-Time Product Development 12
United Comes Untied 14
Dave’s Big Win 15
Real-Time Engagement 16
2Speed versus Sloth 19
Google Finally Gets It 21
Caught on the News Cycle Hamster Wheel 23
Feeling an Invisible Presence in the Conference Hall 23
What Matters Now 25
Can You See the Pattern? 27
3Laying Down Some Real-Time Law 29
The New Laws on Speed 30
The Real-Time Power Law 30
The Real-Time Law of Normal Distribution 32
How Would You React? 34
4Real-Time Attitude 35
Business as Usual 35
The Real-Time Mind-Set 36
No More Business as Usual 37
It’s Not the Tools, It’s the Mind-Set Behind Them 39
5Too Big to Succeed? 43
Boeing’s Radar Belatedly Spots Harry’s Plane 44
Thank You for Your Inquiry 48
Contact Us (or Not) 49
Making Contact 51
How Fast Does the Fortune 100 Respond? 52
The ROI of Real-Time 54
6Live from the Revolution 57
Always On 58
Get in Sync with the Real-Time News Cycle 59
The Old Media Relations Timeline 60
Amazon.com as Big Brother 61
Now: While News Is Happening 63
Multiple Takes, One Story 64
How They Make News in Real Time 65
Did You Hear the One about the Pornographic Robocall? 66
How to Engage the Media in Real Time 67
How You Can Own ‘‘The Second Paragraph’’ 77
7Crisis Communications and the Media 79
Eurostar and Silence 79
Twitter as a Crisis Communications Tool 81
Real-Time Media Alerts 82
Connect with Journalists before You Need Them 82
Thrust into the News When You Least Expect It 85
When You Have Hot News 86
How to Deflate a Scandal 87
The Time Is Now 88
The Million-Dollar Door 88
8What Are People Saying about You This Instant? 91
Who the Hell ARE These People? 91
The Importance of Being First 95
#AskObama 96
Tracking Those You Know 98
Choosing to Respond (or Not) 99
Listening in to Millions of Discussions in Real Time 100
A $250-Grand Tweet! 102
Turning around a Critic 103
When You Don’t Have an Immediate Answer 104
Social Web Analytics 105
A Selection of Social Web Analytics Services 107
How Even the Biggest Can Be Seamlessly Social 109
9Tap the Crowd for Quick Action 111
How to Title a Book or Name a Product 112
A Crowd for Any Purpose 113
Finding the Right Crowd 115
Massive Brainstorm 117
Crowdsourcing a Movie for Free 118
You Gotta Give to Get 119
IIConnect with Your Market 121
10Real-Time Customer Connection 123
Connecting with Customers Is Marketing and PR 124
Why Should I Help You? 126
Interacting with Customers in Real Time 128
Friends Tweet Friends First 129
Embracing the Tweet 130
Let Followers Feel the Love on Twitter 134
How Can You Fight a Fire after the House Burns Down? 135
Meet Your Critics on Their Turf 136
Put the CEO to Work 137
It Can Happen to You! 138
Rapid Response with Instant Websites 140
Multiple Communications Channels 142
Reaching Fans 148
11Going Mobile, Real Time Is All the Time 151
Tapping the World for Recommendations 153
Looking to Buy a House 154
Reaching Buyers via Mobile 156
12They Want It Immediately 159
I Want It Now 160
Real Time with the Grateful Dead 161
Real-Time Products for Your Marketplace 164
Hot Jobs in Real Time? 165
Book Publisher Goes Real Time with Truman Fires MacArthur 167
Real-Time Futures Trading Training Course 168
III Grow Your Business Now 171
13Let Them Communicate . . . Now 173
Real-Time Communications Policy 175
How to Develop Real-Time Communications Guidelines 185
Publishing Your Guidelines 186
Encouraging Communications 186
My Nordstrom Guy Does Real-Time Right 187
When One of the Flock Strays 188
Chief Real-Time Communications Officer 189
Let Employees Communicate Now 191
14How Your Website Becomes a Real-Time Machine 193
Respond Now, While Buyers Are Hot 194
Know When She’s Ready for You 196
Test It Out! 198
What’s the Other Guy Doing? 198
15Make the Sale 201
Real-Time, Data-Driven Marketing and Sales 201
Real-Time Technology 203
I Heard You Just Came into Some Wealth! 205
Make Your Sales Team Love You 207
Real-Time Sales Playbooks 208
They Know What I’m Doing! 210
16Business at the Speed of Now 213
The Mass-Media Aberration 214
Lutz and Me 216
Yes, We’re Listening! 218
TweetDeck in Motown 219
GM Learns to Show Its Human Face 219
Lutz Always Gets the Last Word 220
How Real-Time Communications Sells Cars 221
Starting Up in Real Time 222
Improvising under the Volcano 225
It’s About Focusing the Mind-Set on the Tools 227
Appendix: 2010 Fortune 100 Real-Time
Speed Analysis 229
Media Sources 235
Acknowledgments 243
About the Author 244
Preview Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage 245
Have David Meerman Scott Speak at Your Next Event 247
Index 248
