The new rules of marketing and PR How to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly

David Meerman Scott

Book - 2010

Scott analyses how the internet has revolutionised communications and promotions. Told with many compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.

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Subjects
Published
Hoboken, N.J. : John Wiley & Sons c2010.
Language
English
Main Author
David Meerman Scott (-)
Edition
2nd ed
Item Description
Rev. ed. of: The new rules of marketing and PR : how to use news releases, blogs, podcasting, viral marketing, and online media to reach your buyers directly. 2007.
Includes index.
Physical Description
xxx, 289 p. ; 23 cm
Bibliography
Includes bibliographical references and index.
ISBN
9780470547816
  • Foreword
  • Welcome to the Second Edition of the New Rules
  • Second Edition
  • Introduction
  • The New Rules
  • Trying to Write Like a Blog, But in a Book
  • Showcasing Innovative Marketer
  • 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-Pony 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 Long Tail 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
  • Tell Your Organization's Story Directly
  • 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 Croup Drives 15,000 People to Singapore Tattoo Show
  • The New Rules of Job Search
  • How David Murray Found a New Job via Twitter
  • Insignificant Backwaters or Valuable Places to Connect?
  • Your Best Customers Participate in Online Forums-So Should You
  • Your Space in the Forums
  • Wikis, Listservs, and Your Audience
  • Creating Your Own Wiki
  • 5. Blogs: Tapping Millions of Evangelists to Tell Your Story
  • Blogs, Blogging, and Bloggers
  • Understanding Blogs in the World of the Web
  • The Four Uses of 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
  • How to Reach Bloggers Around the World
  • Do You Allow Employees to Send E-Mail? How about Letting Them Blog?
  • Breaking Boundaries: Blogging at McDonald's
  • The Power of Blogs
  • Get Started Today
  • 6. Audio and Video Drive Action
  • Digging Digg Video
  • What University Should I Attend
  • The Best Job in the World
  • 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 Rove
  • Rules of the Rave
  • Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download
  • Viral Buzz for Fun and Profit
  • The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet
  • Clip This Coupon for $ 1 Million Off Ft. Myers, FL Home
  • When You Have Explosive News, Make It Go Viral
  • 9. The Content-Rich Web Site
  • Political Advocacy on the Web
  • Content: The Focus of Successful Web Sites
  • Reaching a Global Marketplace
  • Putting It All Together with Content
  • Great Web Sites: More Art Than Science
  • III. Action Plan for Harnessing the Power of the New Rules
  • 10. 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
  • Obama for America
  • Stick to Your Plan
  • 11. 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
  • Write What You Know
  • Leveraging Thought Leaders Outside of Your Organization
  • How Much Money Does Your Buyer Make?
  • 12. How to Write 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)
  • 13. How Web Content Influences the Buying Process
  • Segmenting Your Buyers
  • Elements of a Buyer-Centric Web Site
  • 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
  • 14. Social Networking Sites and Marketing
  • Television's Eugene Mirman is Very Nice and Likes Seafood
  • Facebook: Not Just for Students
  • Check Me Out on MySpace
  • Tweet Your Thoughts to the World
  • Social Networking and Personal Branding
  • Connecting with Fans
  • How Amanda Palmer Made $ 1,000 on Twitter in Two Hours
  • Which Social Networking Site is Right for You?
  • You Can't Go to Every Party, So Why Even Try?
  • Optimizing Social Networking Pages
  • Stan a Movement
  • 15. 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)
  • Blogging Outside of North America
  • What Are You Waiting For?
  • 16. Video and Podcasting Made, Well, as Easy as Possible
  • Video and Your Buyers
  • A Flip Video Camera in Every Pocket
  • Getting Started with Video
  • Knifing the Competition ... and It's All Caught on Video
  • Podcasting 101
  • My Audio Is Your Podcast
  • 17. 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 Web Site
  • 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!
  • 18. The Online Media Room: Your Front Door for Much More Than the Media
  • Your Online Media Room as (Free) Search Engine Optimization
  • Best Practices for Online Media Rooms
  • An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees
  • Really Simple Marketing: The importance of RSS Feeds in Your Online Media Room
  • 19. The New Rules for Reaching the Media
  • Nontargeted, Broadcast Pitches Are Spam
  • The New Rules of Media Relations
  • Blogs and Media Relations
  • Launching ideas with the U.S. Air Force
  • How to Pitch the Media
  • 20. 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 o Fragmented Business
  • 21. Make It Happen
  • Getting the Help you Need (and Rejecting What You Don't)
  • Great for Any Organization
  • Now It's Your Turn
  • Acknowledgments for the Second Edition
  • Index
  • About the Author
  • Preview: World Wide Rave
  • Preview: The New Rules of Social Media book series