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CONTENTSCoverPraise for The New Rules of Marketing & PRTitle PageCopyrightDedicationForewordIntroductionThe New RulesLife with the New RulesWhat’s NewWriting Like on a Blog, But in a BookShowcasing SuccessPart I: How the Web Has Changed the Rules of Marketing and PRChapter 1: The Old Rules of Marketing and PR Are Ineffectivein an Online WorldAdvertising: A Money Pit of Wasted ResourcesOne-Way Interruption Marketing Is Yesterday’s MessageThe Old Rules of MarketingPublic Relations Used to Be Exclusively about the MediaPublic Relations and Third-Party InkYes, the Media Are Still ImportantPress Releases and the Journalistic Black HoleThe Old Rules of PRLearn to Ignore the Old RulesChapter 2: The New Rules of Marketing and PRThe Most Important Communication Revolution in HumanHistoryOpen for BusinessThe Long Tail of MarketingTell Me Something I Don’t Know, PleaseBricks-and-Mortar News

The Long Tail of PRThe New Rules of Marketing and PRThe Convergence of Marketing and PR on the WebChapter 3: Reaching Your Buyers DirectlyThe Right Marketing in a Wired WorldLet the World Know about Your ExpertiseDevelop Information Your Buyers Want to ConsumeBig Birge Plumbing Company Grows Business in aCompetitive MarketBuyer Personas: The BasicsThink Like a PublisherStaying Connected with Members and the CommunityKnow the Goals and Let Content Drive ActionContent and Thought LeadershipPart II: Web-Based Communications to Reach Buyers DirectlyChapter 4: Social Media and Your Targeted AudienceWhat Is Social Media, Anyway?Social Media Is a Cocktail Party“Upgrade to Canada” Social Program Nabs Tourists fromOther CountriesSocial Networking and AgilityThe New Rules of Job SearchHow to Find a New Job via Social MediaInsignificant Backwaters or Valuable Places to Connect?Your Best Customers Participate in Online Forums—SoShould YouYour Space in the ForumsWikis, Listservs, and Your AudienceSocial Networking Drives Adagio Teas’ SuccessChapter 5: Blogs: Tapping Millions of Evangelists to Tell YourStoryBlogs, Blogging, and BloggersA Blog (or Not a Blog)California Lawyer Blogs to Build Authority and Drive More

BusinessUnderstanding Blogs in the World of the WebThe Four Uses of Blogs for Marketing and PRMonitor Blogs—Your Organization’s Reputation Depends onItComment on Blogs to Get Your Viewpoint Out ThereWork with the Bloggers Who Talk about YouBloggers Love Interesting ExperiencesHow to Reach Bloggers around the WorldDo You Allow Employees to Send Email? How about LettingThem Blog?Not Another Junky BlogThe Power of BlogsGet Started TodayChapter 6: Audio and Video Drive ActionCreate Goodwill with CustomersWhat University Should I Attend?The Best Job in the WorldHave Fun with Your VideosAudio Content Delivery through PodcastingHack the Entrepreneur Podcast Delivers New Customers forHost’s BusinessGrammar Girl PodcastChapter 7: Going Viral: The Web Helps Audiences Catch theFeverMinty-Fresh Explosive MarketingMonitoring the Blogosphere for Viral EruptionsCreating a World Wide RaveRules of the RaveFilm Producer Creates a World Wide Rave by MakingSoundtrack Free for DownloadUsing Creative Commons to Facilitate Mashups and SpreadYour IdeasViral Buzz for Fun and Profit

The Virgin Mary Grilled Cheese Sandwich and JerryGarcia’s ToiletClip This Coupon for 1 Million Off Fort Myers, Florida,HomeWhen You Have Explosive News, Make It Go ViralChapter 8: The Content-Rich WebsitePolitical Advocacy on the WebContent: The Focus of Successful WebsitesReaching a Global MarketplacePutting It All Together with ContentGreat Websites: More Art Than ScienceChapter 9: Marketing and PR in Real TimeReal-Time Marketing and PRJohn Green Thumps Tom CruiseDevelop Your Real-Time Mind-SetReal-Time Blog Post Drives 1 Million in New BusinessThe Time Is NowChronicle Your Life and Business with Live Video FeedsCrowdsourced SupportPart III: Action Plan for Harnessing the Power of the New RulesChapter 10: You Are What You Publish: Building Your Marketingand PR PlanWhat Are Your Organization’s Goals?Buyer Personas and Your OrganizationThe Buyer Persona ProfileHow Beko Develops Products Global Consumers Are Eagerto BuyReaching Senior ExecutivesThe Importance of Buyer Personas in Web MarketingIn Your Buyers’ Own WordsWhat Do You Want Your Buyers to Believe?Developing Content to Reach BuyersMarketing Strategy Planning TemplateThe New Rules of Measurement

Asking Your Buyer for a DateMeasuring the Power of FreeWhat You Should MeasureStop Thinking of Content Creation as a Marketing ExpenseObama for AmericaStick to Your PlanChapter 11: Growing Your Business: How Marketing and PRDrive SalesIt’s Time for a Sales TransformationHow Web Content Influences the Buying ProcessTips for Creating a Buyer-Centric WebsiteStep 1: Sales Begin with Informational ContentStep 2: A Friendly NudgeStep 3: Closing the DealAn Open-Source Marketing ModelSalespeople as Content CuratorsYour Company’s Salesperson-in-ChiefEducating Your Salespeople about the New Buying ProcessRegistration or Not? Data from an E-Book OfferClose the Sale—Continue the ConversationMeasure and ImproveHow a Content Strategy Grew Business by 50 Percent inOne YearChapter 12: Online Thought Leadership to Brand YourOrganization as a Trusted ResourceDeveloping Thought Leadership ContentForms of Thought Leadership ContentHow to Create Thoughtful ContentHow Raytheon Uses Journalists to Create InterestingContentThought Leadership in Highly Regulated IndustriesLeveraging Thought Leaders outside Your OrganizationWho Wrote That Awesome White Paper?How Much Money Does Your Buyer Make?

Chapter 13: How to Write for Your BuyersAn Analysis of GobbledygookPoor Writing: How Did We Get Here?Effective Writing for Marketing and PRThe Power of Writing Feedback (from Your Blog)Injecting Humor into Product DescriptionsBrand Journalism at BoeingChapter 14: Mobile Marketing: Reaching Buyers WhereverThey AreJoin the RevolutionMake Your Site Mobile FriendlyBuild Your Audience via MobileGeolocation: When Your Buyer Is NearbyQR Codes to Drive People to Your ContentThe Mobile Media RoomAn App for AnythingCyber Graffiti with WiFi Network Names as AdvertisingChapter 15: Social Networking as MarketingTelevision’s Eugene Mirman Is Very Nice and Likes SeafoodFacebook: Not Just for StudentsHow to Use Facebook to Market Your Product or ServiceIncrease Engagements with Facebook Groups and AppsWhy Google Plus Is Important for Your BusinessCheck Out My LinkedIn ProfileTweet Your Thoughts to the WorldSocial Networking and Personal BrandingThe Horse TwittererThe CIA Joins TwitterThe Sharing More Than Selling RuleConnecting with FansHow Amanda Palmer Raised a Million Dollars via SocialNetworkingWhich Social Networking Site Is Right for You?

You Can’t Go to Every Party, So Why Even Try?Optimizing Social Networking PagesIntegrate Social Media into an Offline Conference or EventBuild a Passionate Fan BaseSocial Networking and Crisis CommunicationsWhy Participating in Social Media Is Like ExerciseChapter 16: Blogging to Reach Your BuyersWhat Should You Blog About?Blogging Ethics and Employee Blogging GuidelinesBlogging Basics: What You Need to Know to Get StartedPimp Out Your BlogBuilding an Audience for Your New BlogTag, and Your Buyer Is ItFun with Sharpies (and Sharpie Fans)Cities That BlogBlogging outside North AmericaWhat Are You Waiting For?Chapter 17: An Image Is Worth a Thousand WordsPhotographs as Compelling Content MarketingImages of Real People Work Better Than Inane StockPhotosHow to Market an Expensive Product with OriginalPhotographsWhy I Love InstagramSharing with PinterestThe Power of SlideShare for Showcasing Your IdeasInfographicsChapter 18: Video and Podcasting Made, Well, as Easy asPossibleVideo and Your BuyersBusiness-Casual VideoStop Obsessing over Video Release FormsYour Smartphone Is All You NeedVideo to Showcase Your Expertise

Getting Started with VideoVideo Created for Buyers Generates Sales LeadsPodcasting 101Chapter 19: How to Use News Releases to Reach BuyersDirectlyNews Releases in a Web WorldThe New Rules of News ReleasesIf They Find You, They Will ComeDriving Buyers into the Sales ProcessDeveloping Your News Release StrategyPublishing News Releases through a Distribution ServiceReach Even More Interested Buyers with RSS FeedsSimultaneously Publish Your News Releases to YourWebsiteThe Importance of Links in Your News ReleasesFocus on the Keywords and Phrases Your Buyers UseInclude Appropriate Social Media TagsIf It’s Important Enough to Tell the Media, Tell Your Clientsand Prospects, Too!Chapter 20: Your Newsroom: A Front Door for Much More Thanthe MediaYour Newsroom as (Free) Search Engine OptimizationReaching Reporters and Editors and Telling Your StoryBest Practices for NewsroomsOntario University Shines Spotlight on Faculty ResearchersA Newsroom to Reach Journalists, Customers, and BloggersChapter 21: The New Rules for Reaching the Media“Re:,” Nontargeted Pitches, and Other Sleazy TacticsThe New Rules of Media RelationsBlogs and Media RelationsHow Blog Mentions Drive Mainstream Media StoriesLaunching Ideas with the U.S. Air ForceHow to Pitch the MediaChapter 22: Newsjacking Your Way into the Media

Journalists Are Looking for What You KnowGet Your Take on the News into the Marketplace of IdeasHow to Find News to JackWhen the Story Is Already (Sort of) about YouTwitter Is Your Newsjacking ToolBeware: Newsjacking Can Damage Your BrandNewsjacking for Fun and ProfitChapter 23: Search Engine MarketingMaking the First Page on GoogleSearch Engine OptimizationThe Long Tail of SearchCarve Out Your Own Search Engine Real EstateWeb Landing Pages to Drive ActionOptimizing the PastSearch Engine Marketing in a Fragmented BusinessChapter 24: Make It HappenYour Mind-SetThe Journey from a Traditional Marketing Executive to aModern CMOManage Your FearGetting the Help You Need (and Rejecting What You Don’t)Great for Any OrganizationNow It’s Your TurnAcknowledgments for the Fifth EditionAbout the AuthorPreview: The New Rules of Sales and ServiceThe Time Is NOWLiving in the Past: The Old School of Sales and ServiceFirst Marketing and PR, Now Sales and ServiceLiving Real-Time and Mobile Has Changed Everything We DoWhy Sales and Service Are Experiencing a RevolutionaryTransformationRestoring the Human Touch: The Compelling Power ofAuthenticity

The Importance of StorySocial Media Is All about Connecting and SharingContent Drives Sales and ServiceWe’re All in Sales and Service NowOnline Content That Informs, Entertains and Sells InsuranceLearning from Examples: How the Successes of Others CanProvide Ideas and Options for Your Own OrganizationHave David Meerman Scott Speak at Your Next Event!IndexEnd User License Agreement

PRAISE FOR THE NEW RULES OFMARKETING & PR“This excellent look at the basics of new-millennial marketing shouldfind use in the hands of any serious PR professional making thetransition.”—Publishers Weekly (starred review)“David is informative, entertaining and inspiring! No one knows moreabout new ways to reach buyers. The groundbreaking strategies in thisbook reinvent the way entrepreneurs engage the marketplace andgrow business.”—Tony Robbins“This is absolutely the best book on the new world of marketing andPR. David Meerman Scott is ‘the teacher’s teacher in the world ofsocial media.’ I get all my best stuff from him. In fact, I buy each newedition because, in the ever-changing world of online marketing, if youdon’t stay current, you die a fast death. This edition is so new that itincludes tools I hadn’t even heard of yet. You’ll love it.”—Michael Port, New York Times Bestselling Author of BookYourself Solid“Most professional marketers—and the groups in which they work—are on the edge of becoming obsolete, so they’d better learn howmarketing is really going to work in the future.”—BNET, “The Best & Worst Business Books”“When I read the New Rules for the first time, it was a ‘eureka’ momentfor me at HubSpot. David nailed the fundamental shifts going on in thebuyer-seller relationship and wrote the classic text to help marketerstake advantage of them.”—Brian Halligan, HubSpot CEO and Co-Author of InboundMarketing“I’ve relied on The New Rules of Marketing & PR as a core text for myNew Media and Public Relations course at Boston University for thepast eight years. David’s book is a bold, crystal-clear, and practicalguide toward a new (and better) future for the profession.”—Stephen Quigley, Boston University

“What a wake-up call! By embracing the strategies in this book, youwill totally transform your business. David Meerman Scott shows you amultitude of ways to propel your company to a thought leadershipposition in your market and drive sales—all without a huge budget. Iam a huge fan and practitioner of his advice.”—Jill Konrath, Author of Snap Selling, and Chief Sales Officer,SellingtoBigCompanies.com“The New Rules of Marketing & PR has inspired me to do what I havecoached so many young artists to do: ‘Find your authentic voice,become vulnerable, and then put yourself out there.’ David MeermanScott expertly and clearly lays out how to use many great new tools tohelp accomplish this. Since reading this book, I have been excitedabout truly connecting with people without the filter of all the ‘old PR’hype. It has been really energizing for me to speak about things that Ireally care about, using my real voice.”—Meredith Brooks, Multi-Platinum Recording Artist, Writer, andProducer, and Founder of record label Kissing Booth Music“David is a leading expert on how the digital age has dramaticallychanged marketing and PR. A great guide for large and smallcompanies alike to navigate the ‘new rules.’”—Martin Lindstrom, New York Times Bestselling Author ofBuyology: The Truth and Lies about Why We Buy“The Internet is not so much about technology as it is about people.David Meerman Scott, in his remarkable The New Rules of Marketing& PR, goes far beyond technology and explores the ramifications ofthe web as it pertains to people. He s