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The New Rules of Marketing and PR

How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

David Meerman Scott

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The international bestseller--now in a new edition
When it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the 'next big thing.'
The New Rules of Marketing & PR is an international bestseller with more than 375,000 copies sold in twenty-nine languages. In the latest edition of this pioneering guide to the future of marketing, you'll get a step-by-step action plan for leveraging the power of the latest approaches to generating attention for your idea or your business. You'll learn how get the right information to the right people at the right time--at a fraction of the cost of traditional advertising.
The Internet continues to change the way people communicate and interact with each other, and if you're struggling to keep up with what's trending in social media, online videos, apps, blogs, or more, your product or service is bound to get lost in the ether. In The New Rules of Marketing & PR, you'll get access to the tried-and-true rules that will keep you ahead of the curve when using the latest and greatest digital spaces to their fullest PR, marketing, and customer-communications potential. Keeping in mind that your audience is savvy and crunched for time, this essential guide shows you how to cut through the online clutter to ensure that your message gets seen and heard.
* Serves as the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and non-profit managers
* Offers a wealth of compelling case studies and real-world examples
* Includes information on new platforms including Facebook Live and Snapchat
* Shows both small and large organizations how to best use Web-based communication
Finally, everything you need to speak directly to your audience and establish a personal link with those who make your business work is in one place.


Einband Taschenbuch
Seitenzahl 448
Erscheinungsdatum 19.09.2017
Sprache Englisch
ISBN 978-1-119-36241-8
Verlag John Wiley & Sons Inc
Maße (L/B/H) 22.8/15.1/3.5 cm
Gewicht 545 g
Auflage 6. Auflage


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  • Foreword by Robert Scoble xix
    Introduction 1
    The New Rules 4
    Life with the New Rules 6
    What's New 8
    Writing Like on a Blog, But in a Book 10
    Showcasing Success 11
    I How the Web Has Changed the Rules of Marketing and PR 13
    1 The Old Rules of Marketing and PR Are Ineffective in an Online World 15
    Advertising: A Money Pit of Wasted Resources 18
    One-Way Interruption Marketing Is Yesterday's Message 19
    The Old Rules of Marketing 20
    Public Relations Used to Be Exclusively about the Media 21
    Public Relations and Third-Party Ink 22
    Yes, the Media Are Still Important 22
    Press Releases and the Journalistic Black Hole 23
    The Old Rules of PR 24
    Learn to Ignore the Old Rules 25
    2 The New Rules of Marketing and PR 27
    The Most Important Communications Revolution in Human History 28
    Open for Business 29
    The Long Tail of Marketing 32
    Tell Me Something I Don't Know, Please 33
    Bricks-and-Mortar News 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 39
    The Right Marketing in a Wired World 40
    Let the World Know about Your Expertise 41
    Develop Information Your Buyers Want to Consume 43
    Big Birge Plumbing Company Grows Business in a Competitive Market 44
    Buyer Personas: The Basics 45
    Think Like a Publisher 49
    Staying Connected with Members and the Community 50
    Know the Goals and Let Content Drive Action 52
    Real-Time Business at American Airlines Reaches Buyers Directly 53
    II Web-Based Communications to Reach Buyers Directly 59
    4 Social Media and Your Targeted Audience 61
    What Is Social Media, Anyway? 62
    Social Media Is a Cocktail Party 63
    "Upgrade to Canada" Social Program Nabs Tourists from Other Countries 64
    Social Networking and Agility 65
    When Social Networking Doesn't Work: The Cannabis Business in America 67
    The New Rules of Job Search 70
    How to Find a New Job via Social Media 71
    Social Networking Drives Adagio Teas' Success 73
    5 Blogs: Tapping Millions of Evangelists to Tell Your Story 77
    Why You Still Need a Blog in the Age of Social Networking 79
    Blogs, Blogging, and Bloggers 80
    A Blog (or Not a Blog) 81
    California Lawyer Blogs to Build Authority and Drive More Business 83
    Understanding Blogs in the World of the Web 85
    The Four Uses of Blogs for Marketing and PR 86
    Monitor Blogs--Your Organization's Reputation Depends on It 87
    Comment on Blogs to Get Your Viewpoint Out There 88
    Bloggers Love Interesting Experiences 90
    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 93
    Get Started Today 94
    6 Audio and Video Drive Action 95
    Improv with the CIO 95
    What University Should I Attend? 97
    Building a Business One YouTube Video at a Time 97
    Have Fun with Your Videos 100
    Audio Content Delivery through Podcasting 102
    Hack the Entrepreneur Podcast Delivers New Customers for Host's
    Business 103
    Grammar Girl Podcast 106
    7 Going Viral: The Web Helps Audiences Catch the Fever 108
    Minty-Fresh Explosive Marketing 109
    Monitoring the Blogosphere for Viral Eruptions 110
    Creating a World Wide Rave 112
    Rules of the Rave 113
    Film Producer Creates a World Wide Rave by Making Soundtrack Free
    for Download 115
    Using Creative Commons to Facilitate Mashups and Spread Your Ideas 116
    Viral Buzz for Fun and Profit 117
    The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet 118
    Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 118
    When You Have Explosive News, Make It Go Viral 119
    8 The Content-Rich Website 123
    Political Advocacy on the Web 124
    Content: The Focus of Successful Websites 126
    Reaching a Global Marketplace 126
    Make Your Site Mobile Friendly 127
    Putting It All Together with Content 129
    Great Websites: More Art Than Science 131
    9 Marketing and PR in Real Time 134
    Real-Time Marketing and PR 135
    John Green Thumps Tom Cruise 137
    Develop Your Real-Time Mind-Set 139
    Real-Time Blog Post Drives $1 Million in New Business 141
    The Time Is Now 144
    Snapchat for Business 149
    Crowdsourced Support 151
    III Action Plan for Harnessing the Power of the New Rules 157
    10 You Are What You Publish: Building Your Marketing and PR Plan 159
    What Are Your Organization's Goals? 160
    Buyer Personas and Your Organization 162
    The Buyer Persona Profile 163
    How Beko Develops Products Global Consumers Are
    Eager to Buy 166
    Reaching Senior Executives 167
    The Importance of Buyer Personas in Web Marketing 168
    In Your Buyers' Own Words 169
    What Do You Want Your Buyers to Believe? 171
    Developing Content to Reach Buyers 173
    Marketing Strategy Planning Template 176
    The New Rules of Measurement 180
    Asking Your Buyer for a Date 181
    Measuring the Power of Free 182
    What You Should Measure 182
    Stop Thinking of Content Creation as a Marketing Expense 183
    In 2016 the Best Marketer Was Elected President 185
    Stick to Your Plan 190
    11 Growing Your Business: How Marketing and PR Drive Sales 191
    It's Time for a Sales Transformation 191
    How Web Content Influences the Buying Process 193
    Tips for Creating a Buyer-Centric Website 195
    Step 1: Sales Begin with Informational Content 200
    Step 2: A Friendly Nudge 201
    Step 3: Closing the Deal 201
    An Open-Source Marketing Model 202
    Salespeople as Content Curators 203
    Your Company's Salesperson-in-Chief 205
    Educating Your Salespeople about the New Buying Process 206
    Registration or Not? Data from an E-Book Offer 207
    Close the Sale--Continue the Conversation 209
    Measure and Improve 209
    How a Content Strategy Grew Business by 50 Percent in One Year 210
    12 Strategies for Creating Awesome Content 215
    Ways to Get Your Information Out There 216
    How to Create Thoughtful Content 222
    How Raytheon Uses Journalists to Create Interesting Content 222
    Content Creation in Highly Regulated Industries 225
    Leveraging Thought Leaders Outside Your Organization 228
    Who Wrote That Awesome White Paper? 228
    How Much Money Does Your Buyer Make? 229
    13 How to Write for Your Buyers 231
    An Analysis of Gobbledygook 232
    Poor Writing: How Did We Get Here? 233
    Effective Writing for Marketing and PR 235
    The Power of Writing Feedback (from Your Blog) 236
    Injecting Humor into Product Descriptions 237
    Brand Journalism at Boeing 238
    14 Social Networking as Marketing 240
    Television's Eugene Mirman Is Very Nice and Likes Seafood 241
    Facebook: Not Just for Students 242
    How to Use Facebook to Market Your Product or Service 243
    Increase Engagements with Facebook Groups and Apps 245
    Why Google Plus Is Important for Your Business 248
    Check Out My LinkedIn Profile 249
    Tweet Your Thoughts to the World 252
    Social Networking and Personal Branding 253
    The CIA Joins Twitter 256
    The Sharing More Than Selling Rule 257
    Connecting with Fans 260
    How Amanda Palmer Raised a Million Dollars via Social Networking 261
    Which Social Networking Site Is Right for You? 262
    You Can't Go to Every Party, So Why Even Try? 264
    Optimizing Social Networking Pages 265
    Integrate Social Media into an Offline Conference or Event 266
    Build a Passionate Fan Base 267
    Social Networking and Crisis Communications 269
    Why Participating in Social Media Is Like Exercise 272
    15 Blogging to Reach Your Buyers 274
    What Should You Blog About? 275
    Blogging Ethics and Employee Blogging Guidelines 276
    Blogging Basics: What You Need to Know to Get Started 278
    Pimp Out Your Blog 281
    Building an Audience for Your New Blog 282
    Tag, and Your Buyer Is It 283
    Cities That Blog 283
    Blogging outside North America 285
    What Are You Waiting For? 286
    16 An Image Is Worth a Thousand Words 287
    Photographs as Compelling Content Marketing 287
    Images of Real People Work Better Than Inane Stock Photos 288
    How to Market an Expensive Product with Original Photographs 291
    Why I Love Instagram 292
    Marketing Your Product with Photos on Instagram 293
    Sharing with Pinterest 295
    The Power of SlideShare for Showcasing Your Ideas 297
    Infographics 299
    17 Video and Podcasting Made Easy 302
    Video and Your Buyers 302
    Business-Casual Video 303
    Stop Obsessing over Video Release Forms 304
    Your Smartphone Is All You Need 305
    Facebook Live Is Great for Real-Time Content Marketing 306
    Video to Showcase Your Expertise 307
    Getting Started with Video 309
    Video Created for Buyers Generates Sales Leads 311
    Podcasting 101 312
    18 How to Use News Releases to Reach Buyers Directly 315
    News Releases in a Web World 317
    The New Rules of News Releases 317
    If They Find You, They Will Come 318
    Driving Buyers into the Sales Process 320
    Developing Your News Release Strategy 321
    Publishing News Releases through a Distribution Service 322
    Reach Even More Interested Buyers with RSS Feeds 323
    Simultaneously Publish Your News Releases to Your Website 323
    The Importance of Links in Your News Releases 324
    Focus on the Keywords and Phrases Your Buyers Use 324
    Include Appropriate Social Media Tags 326
    If It's Important Enough to Tell the Media, Tell Your Clients
    and Prospects, Too! 326
    19 Your Newsroom: A Front Door for Much More Than the Media 328
    Your Newsroom as (Free) Search Engine Optimization 329
    Reaching Reporters and Editors and Telling Your Story 330
    Best Practices for Newsrooms 331
    Ontario University Shines Spotlight on Faculty Researchers 339
    A Newsroom to Reach Journalists, Customers, and Bloggers 341
    20 The New Rules for Reaching the Media 343
    "Re:," Nontargeted Pitches, and Other Sleazy Tactics 344
    The New Rules of Media Relations 345
    Blogs and Media Relations 346
    How Blog Mentions Drive Mainstream Media Stories 347
    Launching Ideas with the U.S. Air Force 349
    How to Pitch the Media 351
    21 Newsjacking Your Way into the Media 355
    Journalists Are Looking for What You Know 356
    Get Your Take on the News into the Marketplace of Ideas 357
    How to Find News to Jack 360
    Twitter Is Your Newsjacking Tool 365
    Beware: Newsjacking Can Damage Your Brand 365
    Newsjacking for Fun and Profit 367
    22 Search Engine Marketing 369
    Making the First Page on Google 371
    Search Engine Optimization 372
    Own Your Marketing Assets Instead of Renting Them 373
    The Long Tail of Search 374
    Carve Out Your Own Search Engine Real Estate 375
    Web Landing Pages to Drive Action 376
    Optimizing the Past 379
    Search Engine Marketing in a Fragmented Business 380
    23 Make It Happen 382
    Your Mind-Set 384
    The Journey from a Traditional Marketing Executive to a Modern CMO 384
    Manage Your Fear 386
    Getting the Help You Need (and Rejecting What You Don't) 386
    Bringing It All Together: Brand Journalism at Cleveland Metropolitan
    School District 391
    Great for Any Organization 394
    Now It's Your Turn 396
    Acknowledgments for the Sixth Edition 397
    About the Author 399
    Index 401
    Master Newsjacking Course 423
    Have David Meerman Scott Speak at Your Next Event! 425