The new rules of marketing and PR How to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly
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.
Saved in:
- Subjects
- Published
-
Hoboken, N.J. :
John Wiley & Sons
[2010]
- Language
- English
- Main Author
- Edition
- Second edition
- Item Description
- Revised edition 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 pages ; 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