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

The NEW RULES of MARKETING & PR: HOW TO USE SOCIAL MEDIA, ONLINE VIDEO, MOBILE APPLICATIONS, BLOGS, NEWS RELEASES & VIRAL MARKETING TO REACH BUYERS DIRECTLY......Page 1
Contents......Page 13
Foreword by Robert Scoble......Page 21
Welcome to the Third Edition of The New Rules......Page 25
Introduction......Page 29
Trying to Write Like a Blog, But in a Book......Page 31
Showcasing Innovative Marketers......Page 33
I: How the Web Has Changed the Rules of Marketing and PR......Page 35
1 The Old Rules of Marketing and PR Are Ineffective in an Online World......Page 37
Advertising: A Money Pit of Wasted Resources......Page 40
One-Way Interruption Marketing Is Yesterday’s Message......Page 41
Public Relations Used to Be Exclusively about the Media......Page 42
Public Relations and Third-Party Ink......Page 43
Yes, the Media Are Still Important......Page 44
The Old Rules of PR......Page 45
Learn to Ignore the Old Rules......Page 47
2 The New Rules of Marketing and PR......Page 49
The Long Tail of Marketing......Page 51
Tell Me Something I Don’t Know, Please......Page 52
Bricks-and-Mortar News......Page 53
Advice from the Company President......Page 55
The Long Tail of PR......Page 56
The New Rules of Marketing and PR......Page 57
The Convergence of Marketing and PR on the Web......Page 58
3 Reaching Your Buyers Directly......Page 59
The Right Marketing in a Wired World......Page 60
Let the World Know about Your Expertise......Page 61
Develop Information Your Buyers Want to Consume......Page 62
Buyer Personas: The Basics......Page 63
Think Like a Publisher......Page 65
Tell Your Organization’s Story Directly......Page 66
Know the Goals and Let Content Drive Action......Page 67
Content and Thought Leadership......Page 68
II: Web-Based Communications to Reach Buyers Directly......Page 69
4 Social Media and Your Targeted Audience......Page 71
What Is Social Media, Anyway?......Page 72
Social Media Is a Cocktail Party......Page 73
Facebook Group Drives 15,000 People to Singapore Tattoo Show......Page 74
The New Rules of Job Search......Page 75
How David Murray Found a New Job via Twitter......Page 77
Insignificant Backwaters or Valuable Places to Connect?......Page 78
Your Best Customers Participate in Online Forums—So Should You......Page 81
Your Space in the Forums......Page 84
Wikis, Listservs, and Your Audience......Page 86
Creating Your Own Wiki......Page 88
5 Blogs: Tapping Millions of Evangelists to Tell Your Story......Page 91
Blogs, Blogging, and Bloggers......Page 93
A Blog (or Not a Blog)......Page 94
Understanding Blogs in the World of the Web......Page 95
The Four Uses of Blogs for Marketing and PR......Page 98
Monitor Blogs—Your Organization’s Reputation Depends on It......Page 99
Comment on Blogs to Get Your Viewpoint Out There......Page 100
Work with the Bloggers Who Talk about You......Page 101
Bloggers Love Interesting Experiences......Page 103
Do You Allow Employees to Send Email? How about Letting Them Blog?......Page 104
Breaking Boundaries: Blogging at McDonald’s......Page 106
The Power of Blogs......Page 107
Get Started Today......Page 108
Digging Digg Video......Page 109
What University Should I Attend?......Page 110
The Best Job in the World......Page 111
Have Fun with Your Videos......Page 113
Audio Content Delivery through Podcasting......Page 115
Putting Marketing Back in Musicians’ Control......Page 116
Podcasting: More Than Just Music......Page 118
Grammar Girl Podcast......Page 119
7 The New Rules of News Releases......Page 121
The New Rules of News Releases......Page 123
If They Find You, They Will Come......Page 124
Driving Buyers into the Sales Process......Page 126
Reach Your Buyers Directly......Page 127
Minty-Fresh Explosive Marketing......Page 129
Monitoring the Blogosphere for Viral Eruptions......Page 131
Creating a World Wide Rave......Page 133
Rules of the Rave......Page 134
Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download......Page 135
Using Creative Commons to Facilitate Mashups and Spread Your Ideas......Page 137
The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia’s Toilet......Page 138
Clip This Coupon for $1 Million Off Fort Myers, Florida, Home......Page 139
When You Have Explosive News, Make It Go Viral......Page 140
9 The Content-Rich Website......Page 145
Political Advocacy on the Web......Page 146
Content: The Focus of Successful Websites......Page 148
Reaching a Global Marketplace......Page 149
Putting It All Together with Content......Page 150
Great Websites: More Art Than Science......Page 152
10 Marketing and PR in Real Time......Page 155
Real-Time Marketing and PR......Page 156
Develop Your Real-Time Mind-Set......Page 157
Real-Time Blog Post Drives $1 Million in New Business......Page 158
The Time Is Now......Page 160
Crowdsourced Support......Page 163
III: Action Plan for Harnessing the Power of the New Rules......Page 169
11 You Are What You Publish: Building Your Marketing and PR Plan......Page 171
What Are Your Organization’s Goals?......Page 172
Buyer Personas and Your Organization......Page 174
The Buyer Persona Profile......Page 175
Reaching Senior Executives......Page 178
The Importance of Buyer Personas in Web Marketing......Page 179
In Your Buyers’ Own Words......Page 180
What Do You Want Your Buyers to Believe?......Page 182
Developing Content to Reach Buyers......Page 184
Marketing Strategy Planning Template......Page 187
The New Rules of Measurement......Page 191
Measuring the Power of Free......Page 192
What You Should Measure......Page 193
Registration or Not? Data from an e-Book Offer......Page 194
Educating Your Salespeople about the New Sales Cycle......Page 196
Obama for America......Page 197
Stick to Your Plan......Page 202
Developing Thought Leadership Content......Page 203
Forms of Thought Leadership Content......Page 204
How to Create Thoughtful Content......Page 209
How Much Money Does Your Buyer Make?......Page 210
13 How to Create for Your Buyers......Page 213
An Analysis of Gobbledygook......Page 214
Poor Writing: How Did We Get Here?......Page 215
Effective Writing for Marketing and PR......Page 217
The Power of Writing Feedback (from Your Blog)......Page 218
14 How Web Content Influences the Buying Process......Page 221
Segmenting Your Buyers......Page 222
Elements of a Buyer-Centric Website......Page 224
Using RSS to Deliver Your Web Content to Targeted Niches......Page 229
Link Content Directly into the Sales Cycle......Page 230
Close the Sale and Continue the Conversation......Page 232
An Open-Source Marketing Model......Page 233
15 Mobile Marketing: Reaching Buyers Wherever They Are......Page 237
Make Your Site Mobile Friendly......Page 238
Build Your Audience via Mobile......Page 239
Geolocation: When Your Buyer Is Nearby......Page 241
The Mobile Media Room......Page 242
An App for Anything......Page 243
Cyber Graffiti with WiFi Network Names as Advertising......Page 244
16 Social Networking Sites and Marketing......Page 247
Television’s Eugene Mirman Is Very Nice and Likes Seafood......Page 248
Facebook: Not Just for Students......Page 249
Check Me Out on MySpace......Page 253
Tweet Your Thoughts to the World......Page 254
Social Networking and Personal Branding......Page 257
The Horse Twitterer......Page 259
Connecting with Fans......Page 260
How Amanda Palmer Made $11,000 on Twitter in Two Hours......Page 262
Which Social Networking Site Is Right for You?......Page 263
You Can’t Go to Every Party, So Why Even Try?......Page 265
Optimizing Social Networking Pages......Page 266
Integrate Social Media into an Offline Conference or Event......Page 267
Start a Movement......Page 268
Why Participating in Social Media Is Like Exercise......Page 269
17 Blogging to Reach Your Buyers......Page 271
What Should You Blog About?......Page 272
Blogging Ethics and Employee Blogging Guidelines......Page 274
Blogging Basics: What You Need to Know to Get Started......Page 275
Pimp Out Your Blog......Page 278
Building an Audience for Your New Blog......Page 279
Fun with Sharpies (and Sharpie Fans)......Page 281
Blogging outside of North America......Page 282
What Are You Waiting For?......Page 284
Video and Your Buyers......Page 285
Business-Casual Video......Page 286
Stop Obsessing over Video Release Forms......Page 287
A Flip Video Camera in Every Pocket......Page 288
Getting Started with Video......Page 289
Video Created for Buyers Generates Sales Leads......Page 291
Podcasting 101......Page 292
19 How to Use News Releases to Reach Buyers Directly......Page 297
Developing Your News Release Strategy......Page 298
Publishing News Releases through a Distribution Service......Page 299
Reaching Even More Interested Buyers with RSS Feeds......Page 300
The Importance of Links in Your News Releases......Page 301
Focus on the Keywords and Phrases Your Buyers Use......Page 302
If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!......Page 304
20 The Online Media Room: Your Front Door for Much More Than the Media......Page 307
Your Online Media Room as (Free) Search Engine Optimization......Page 308
Best Practices for Online Media Rooms......Page 309
An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees......Page 316
Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room......Page 318
Nontargeted, Broadcast Pitches Are Spam......Page 319
The New Rules of Media Relations......Page 320
Blogs and Media Relations......Page 321
How Blog Mentions Drive Mainstream Media Stories......Page 322
Launching Ideas with the U.S. Air Force......Page 325
How to Pitch the Media......Page 327
22 Search Engine Marketing......Page 331
Making the First Page on Google......Page 333
Search Engine Optimization......Page 334
The Long Tail of Search......Page 335
Carve Out Your Own Search Engine Real Estate......Page 336
Web Landing Pages to Drive Action......Page 337
Search Engine Marketing in a Fragmented Business......Page 340
23 Make It Happen......Page 343
Getting the Help You Need (and Rejecting What You Don’t)......Page 344
Great for Any Organization......Page 349
Now It’s Your Turn......Page 351
Acknowledgments for the Third Edition......Page 353
About the Author......Page 355
Preview: Real-Time Marketing & PR......Page 357
Preview: The New Rules of Social Media Book Series......Page 375
Index......Page 381
Have David Meerman Scott Speak at Your Next Event!......Page 401