The new rules of marketing & PR : how to use social media, online video, mobile applications, blogs, news releases, & viral marketing to reach buyers directly / David Meerman Scott.
By: Scott, David Meerman.Material type: BookCall no.: HF5415.1265 .S39 2013Publication: Hoboken, N.J. : John Wiley & Sons, Inc., c2013Edition: 4th ed.Description: xxiii, 439 p.Notes: Includes index.ISBN: 9781118488768 (pbk.); 1118488768 (pbk.).Subject(s): Internet marketing | Public relations
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Includes bibliographical references and index.
Introduction : The new rules ; Life with the new rules ; What's new ; Writing like on a blog, but in a book ; Showcasing successful marketers -- I. How the Web has changed the rules of marketing and PR. 1. the old rules of marketing and PR are ineffective in an online world : Advertising: a money pit of wasted resources ; One-way interruption marketing is yesterday's message ; The old rules of marketing ; Public relations used to be exclusively about the media ; Public relations and third-party ink ; Yes, the media are still important ; Press releases and the journalistic black hole ; The old rules of PR ; Learn to ignore the old rules -- 2. The new rules of marketing and PR : The most important communication revolution in human history ; Open for business ; The long tale of marketing ; Tell me something I don't know, please ; Bricks-and-mortar news ; Advice from the company president ; The long tail of PR ; The new rules of marketing and PR ; The convergence of marketing and PR on the Web -- 3. Reaching your buyers directly : The right marketing in a wired world ; Let the world know about your expertise ; Develop information your buyers want to consume ; Buyer personas: the basics ; Think like a publisher ; Staying connected with members and the community ; Know the goals and let content drive action ; Content and thought leadership --
II. Web-based communications to reach buyers directly. 4. Social media and your targeted audience : What is social media, anyway? ; Social media is a cocktail party ; Facebook group drives 15,000 people to Singapore tattoo show ; The new rules of job search ; How to find a new job via social media ; Insignificant backwaters or valuable places to connect? ; Your best customers participate in online forums, you should you ; Your space in the forums ; Wikis, listservs, and your audience ; Creating your own wiki ; Social networking drives Adagio Teas' success -- 5. Blogs: tapping millions of evangelists to tell your story : Blogs, blogging, and bloggers ; A blog (or not a blog) ; Understanding blogs for marketing and PR ; Monitor blogs: your organization's reputation depends on it ; Comment on blogs to get your viewpoint out there ; Work with the bloggers who talk about you ; Bloggers love interesting experiences ; How to reach bloggers around the world ; Do you allow employees to send email? How about letting them blog? ; Not another junky blog ; The power of blogs ; Get started today -- 6. Audio and video drive action : Create goodwill with customers ; What university should I attend? ; The best job in the world ; Have fun with your videos ; Audio content delivery through podcasting ; Putting marketing back in musicians' control ; Podcasting: more than just music ; Grammar Girl podcast -- 7. The new rules of news releases : News releases in a web world ; The new rules of news releases ; If they find you, they will come ; Driving buyers into the sales process ; Reach your buyers directly -- 8. Going viral: the Web helps audiences catch the fever : Minty-fresh explosive marketing ; Monitoring the blogosphere for viral eruptions ; Creating a world wide rave ; Rules of the rave ; Film producer creates a world wide rave by making soundtrack free for download ; Using Creative Commons to facilitate mashups and spread your ideas ; Viral buzz for fun and profit ; The Virgin Mary grilled cheese sandwich and Jerry Garcia's toilet ; Clip this coupon for $1 million off Fort Myers, Florida, home ; When you have explosive news, make it go viral -- 9. The content-rich website : Political advocacy on the Web ; Content: the focus of successful websites ; Reaching a global marketplace ; Putting it all together with content ; Great websites: more art than science -- 10. Marketing and PR in real time : Real-time marketing and PR ; Develop your real-time mind-set ; Real-time blog post drives $1 million in new business ; The time is now ; Crowdsourced support --
III. Action plan for harnessing the power of the new rules. 11. You are what you publish: building your marketing and PR plan : What are your organization's goals? ; Buyer personas and your organization ; The buyer persona profile ; Reaching senior executives ; The importance of buyer personas in Web marketing ; In your buyers' own words ; What do you want your buyers to believe? ; Developing content to reach buyers ; Marketing strategy planning template ; The new rules of measurement ; Asking your buyer for a date ; Measuring the power of free ; What you should measure ; Registration or not? Data from an e-book offer ; Educating your salespeople about the new sales cycle ; Obama for America ; Stick to your plan -- 12. Online thought leadership to brand your organization as a trusted resource : Developing thought leadership content ; Forms of thought leadership content ; How to create thoughtful content ; Leveraging thought leaders outside of your organization ; How much money does your buyer make? -- 13. How to create for your buyers : An analysis of gobbledygook ; Poor writing: how did we get here? ; Effective writing for marketing and PR ; The power of writing feedback (from your blog) ; Brand journalism at Boeing -- 14. How Web content influences the buying process : Segmenting your buyers ; Elements of a buyer-centric website ; Using RSS to deliver your Web content to targeted niches ; Link content directly into the sales cycle ; A friendly nudge ; Close the sale and continue the conversation ; An open-source marketing model ; How a content strategy grew business by 50 percent in one year -- 15. Mobile marketing: reaching buyers wherever they are : Make your site mobile friendly ; Build your audience via mobile ; Geolocation: when your buyer is nearby ; QR codes to drive people to your content ; The mobile media room ; An app for anything ; Cyber graffiti with wifi network names as advertising -- 16. Social networking sites and marketing : Television's Eugene Mirman is very nice and likes seafood ; Facebook: not just for students ; How to use Facebook to market your product or service ; Increase engagements with facebook groups and apps ; Why Google Plus is important for your business ; Check out my LinkedIn profile ; Tweet your thoughts to the world ; Social networking and personal branding ; The horse twitterer ; Connecting with fans ; How Amanda Palmer raised a million dollars via social networking ; Which social networking site is right for you? ; You can't go to every party, so why even try? ; Optimizing social networking pages ; Integrate social media into an offline conference or event ; Start a movement ; Social networking and crisis communications ; Why participating in social media is like exercise -- 17. Blogging to reach your buyers : What should you blog about? ; Blogging ethics and employee blogging guidelines ; Blogging basics: what you need to know to get started ; Pimp out your blog ; Building an audience for your new blog ; Tag, and your buyer is it ; Fun with Sharpies (and Sharpie fans) ; Cities that blog ; Blogging outside of North America ; What are you waiting for? --
18. An image is worth a thousand words : Photographs as compelling content marketing ; Why I love Instagram ; How to market an expensive product with original photographs ; Sharing with Pinterest ; Infographics -- 19. Video and podcasting made, well, as easy as possible : Video and your buyers ; Business-casual video ; Stop obsessing over video release forms ; Your smartphone is all you need ; Video to showcase your expertise ; Getting started with video ; Video created for buyers generates sales leads ; Podcasting 101 -- 20. How to use news releases to reach buyers directly : Developing your news release strategy ; Publishing news releases through a distribution service ; Reaching even more interested buyers with RSS feeds ; Simultaneously publishing your news releases to your website ; The importance of links in your news releases ; Focus on the keywords and phrases your buyers use ; Include appropriate social media tags ; If it's important enough to tell the media, tell your clients and prospects, too! -- 21. Your newsroom: a front door for much more than the media : Your newsroom as (free) search engine optimization ; Best practices for newsrooms ; Start with a needs analysis ; A newsroom to reach journalists, customers, and bloggers ; Really simple marketing: the importance of RSS feeds in your newsroom -- 22. The new rules for reaching the media : Nontargeted, broadcast pitches are spam ; The new rules of media relations ; Blogs and media relations ; How blog mentions drive mainstream media stories ; Launching ideas with the U.S. Air Force ; How to pitch the media -- 23. Newsjacking your way into the media : Journalists are looking for what you know ; Get your take on the news into the marketplace of ideas ; How to find news to jack ; When the story is already (sort of) about you ; Twitter is your newsjacking tool ; Beware: newsjacking can damage your brand ; Newsjacking for fun and profit -- 24. Search engine marketing : Making the first page on Google ; Search engine optimization ; The long tail of search ; Carve out your own search engine real estate ; Web landing pages to drive action ; Search engine marketing in a fragmented business -- Make it happen : Your mind-set ; Manage your fear ; Getting the help you need (and rejecting what you don't) ; Great for any organization ; Now it's your turn.
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