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The New Rules of Marketing & PR. How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. 4th Edition

  • ID: 2330974
  • Book
  • August 2013
  • 464 Pages
  • John Wiley and Sons Ltd
The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success 

The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage Web-based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns. 

Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they're eager to hear from you. 

- Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo-sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn
- David Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.

The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.
Note: Product cover images may vary from those shown
Foreword by Robert Scoble xxi

Introduction 1

The New Rules 2

Life with the New Rules 4

What’s New 6

Writing Like on a Blog, But in a Book 7

Showcasing Successful Marketers 8

I How the Web Has Changed the Rules of Marketing and PR 11

1 The Old Rules of Marketing and PR Are Ineffective in an Online World 13

Advertising: A Money Pit of Wasted Resources 16

One-Way Interruption Marketing Is Yesterday’s Message 17

The Old Rules of Marketing 18

Public Relations Used to Be Exclusively about the Media 19

Public Relations and Third-Party Ink 20

Yes, the Media Are Still Important 20

Press Releases and the Journalistic Black Hole 21

The Old Rules of PR 22

Learn to Ignore the Old Rules 23

2 The New Rules of Marketing and PR 25

The Most Important Communication Revolution in Human History 26

Open for Business 27

The Long Tail of Marketing 30

Tell Me Something I Don’t Know, Please 31

Bricks-and-Mortar News 32

Advice from the Company President 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 38

The Right Marketing in a Wired World 39

Let the World Know about Your Expertise 40

Develop Information Your Buyers Want to Consume 43

Buyer Personas: The Basics 43

Think Like a Publisher 46

Staying Connected with Members and the Community 46

Know the Goals and Let Content Drive Action 48

Content and Thought Leadership 49

II Web-Based Communications to Reach Buyers Directly 51

4 Social Media and Your Targeted Audience 53

What Is Social Media, Anyway? 54

Social Media Is a Cocktail Party 55

Facebook Group Drives 15,000 People to Singapore Tattoo Show 56

The New Rules of Job Search 58

How to Find a New Job via Social Media 59

Insignificant Backwaters or Valuable Places to Connect? 61

Your Best Customers Participate in Online Forums—So Should You 64

Your Space in the Forums 67

Wikis, Listservs, and Your Audience 69

Creating Your Own Wiki 70

Social Networking Drives Adagio Teas’ Success 72

5 Blogs: Tapping Millions of Evangelists to Tell Your Story 76

Blogs, Blogging, and Bloggers 78

A Blog (or Not a Blog) 79

Understanding Blogs in the World of the Web 81

The Four Uses of Blogs for Marketing and PR 84

Monitor Blogs—Your Organization’s Reputation Depends on It 85

Comment on Blogs to Get Your Viewpoint Out There 86

Work with the Bloggers Who Talk about You 87

Bloggers Love Interesting Experiences 89

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 92

The Power of Blogs 94

Get Started Today 94

6 Audio and Video Drive Action 96

Create Goodwill with Customers 96

What University Should I Attend? 98

The Best Job in the World 99

Have Fun with Your Videos 101

Audio Content Delivery through Podcasting 103

Putting Marketing Back in Musicians’ Control 104

Podcasting: More Than Just Music 106

Grammar Girl Podcast 106

7 The New Rules of News Releases 109

News Releases in a Web World 111

The New Rules of News Releases 111

If They Find You, They Will Come 112

Driving Buyers into the Sales Process 114

Reach Your Buyers Directly 115

8 Going Viral: The Web Helps Audiences Catch the Fever 116

Minty-Fresh Explosive Marketing 117

Monitoring the Blogosphere for Viral Eruptions 118

Creating a World Wide Rave 120

Rules of the Rave 121

Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 123

Using Creative Commons to Facilitate Mashups and Spread Your Ideas 124

Viral Buzz for Fun and Profit 125

The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia’s Toilet 126

Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 127

When You Have Explosive News, Make It Go Viral 128

9 The Content-Rich Website 131

Political Advocacy on the Web 132

Content: The Focus of Successful Websites 134

Reaching a Global Marketplace 135

Putting It All Together with Content 136

Great Websites: More Art Than Science 138

10 Marketing and PR in Real Time 140

Real-Time Marketing and PR 141

Develop Your Real-Time Mind-Set 144

Real-Time Blog Post Drives $1 Million in New Business 146

The Time Is Now 149

Crowdsourced Support 154

III Action Plan for Harnessing the Power of the New Rules 159

11 You Are What You Publish: Building Your Marketing and PR Plan 161

What Are Your Organization’s Goals? 162

Buyer Personas and Your Organization 164

The Buyer Persona Profile 165

Reaching Senior Executives 168

The Importance of Buyer Personas in Web Marketing 169

In Your Buyers’ Own Words 170

What Do You Want Your Buyers to Believe? 172

Developing Content to Reach Buyers 174

Marketing Strategy Planning Template 177

The New Rules of Measurement 181

Asking Your Buyer for a Date 182

Measuring the Power of Free 182

What You Should Measure 183

Registration or Not? Data from an e-Book Offer 184

Educating Your Salespeople about the New Sales Cycle 186

Obama for America 187

Stick to Your Plan 192

12 Online Thought Leadership to Brand Your Organization as a Trusted Resource 193

Developing Thought Leadership Content 193

Forms of Thought Leadership Content 194

How to Create Thoughtful Content 199

Leveraging Thought Leaders Outside of Your Organization 202

How Much Money Does Your Buyer Make? 203

13 How to Create for Your Buyers 205

An Analysis of Gobbledygook 206

Poor Writing: How Did We Get Here? 207

Effective Writing for Marketing and PR 209

The Power of Writing Feedback (from Your Blog) 210

Brand Journalism at Boeing 211

14 How Web Content Influences the Buying Process 213

Segmenting Your Buyers 214

Elements of a Buyer-Centric Website 216

Using RSS to Deliver Your Web Content to Targeted Niches 221

Link Content Directly into the Sales Cycle 222

A Friendly Nudge 223

Close the Sale and Continue the Conversation 224

An Open-Source Marketing Model 224

How a Content Strategy Grew Business by 50 Percent in One Year 226

15 Mobile Marketing: Reaching Buyers Wherever They Are 232

Make Your Site Mobile Friendly 233

Build Your Audience via Mobile 235

Geolocation: When Your Buyer Is Nearby 236

QR Codes to Drive People to Your Content 237

The Mobile Media Room 240

An App for Anything 241

Cyber Graffiti with WiFi Network Names as Advertising 242

16 Social Networking Sites and Marketing 245

Television’s Eugene Mirman Is Very Nice and Likes Seafood 246

Facebook: Not Just for Students 247

How to Use Facebook to Market Your Product or Service 248

Increase Engagements with Facebook Groups and Apps 250

Why Google Plus Is Important For Your Business 253

Check Out My LinkedIn Profile 255

Tweet Your Thoughts to the World 257

Social Networking and Personal Branding 260

The Horse Twitterer 262

Connecting with Fans 264

How Amanda Palmer Raised a Million Dollars via Social Networking 265

Which Social Networking Site Is Right for You? 266

You Can’t Go to Every Party, So Why Even Try? 269

Optimizing Social Networking Pages 270

Integrate Social Media into an Offline Conference or Event 271

Start a Movement 272

Social Networking and Crisis Communications 273

Why Participating in Social Media Is Like Exercise 276

17 Blogging to Reach Your Buyers 279

What Should You Blog About? 280

Blogging Ethics and Employee Blogging Guidelines 282

Blogging Basics: What You Need to Know to Get Started 283

Pimp Out Your Blog 286

Building an Audience for Your New Blog 287

Tag, and Your Buyer Is It 288

Fun with Sharpies (and Sharpie Fans) 289

Cities That Blog 290

Blogging Outside of North America 292

What Are You Waiting For? 293

18 An Image Is Worth a Thousand Words 294

Photographs as Compelling Content Marketing 294

Why I Love Instagram 296

How to Market an Expensive Product with Original Photographs 297

Sharing with Pinterest 298

Infographics 300

19 Video and Podcasting Made, Well, as Easy as Possible 303

Video and Your Buyers 303

Business-Casual Video 304

Stop Obsessing over Video Release Forms 305

Your Smartphone Is All You Need 306

Video to Showcase Your Expertise 307

Getting Started with Video 309

Video Created for Buyers Generates Sales Leads 311

Podcasting 101 312

20 How to Use News Releases to Reach Buyers Directly 315

Developing Your News Release Strategy 316

Publishing News Releases through a Distribution Service 317

Reaching Even More Interested Buyers with RSS Feeds 318

Simultaneously Publishing Your News Releases to Your Website 318

The Importance of Links in Your News Releases 319

Focus on the Keywords and Phrases Your Buyers Use 319

Include Appropriate Social Media Tags 321

If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 322

21 Your Newsroom: A Front Door for Much More Than the Media 324

Your Newsroom as (Free) Search Engine Optimization 325

Best Practices for Newsrooms 325

Start with a Needs Analysis 327

A Newsroom to Reach Journalists, Customers, and Bloggers 333

Really Simple Marketing: The Importance of RSS Feeds in Your Newsroom 334

22 The New Rules for Reaching the Media 336

Nontargeted, Broadcast Pitches Are Spam 337

The New Rules of Media Relations 337

Blogs and Media Relations 338

How Blog Mentions Drive Mainstream Media Stories 339

Launching Ideas with the U.S. Air Force 342

How to Pitch the Media 344

23 Newsjacking Your Way into the Media 347

Journalists Are Looking for What You Know 349

Get Your Take on the News into the Marketplace of Ideas 350

How to Find News to Jack 353

When the Story Is Already (Sort of) about You 358

Twitter Is Your Newsjacking Tool 359

Beware: Newsjacking Can Damage Your Brand 360

Newsjacking for Fun and Profit 361

24 Search Engine Marketing 363

Making the First Page on Google 365

Search Engine Optimization 366

The Long Tail of Search 367

Carve Out Your Own Search Engine Real Estate 368

Web Landing Pages to Drive Action 369

Search Engine Marketing in a Fragmented Business 372

25 Make It Happen 374

Your Mind-Set 376

Manage Your Fear 376

Getting the Help You Need (and Rejecting What You Don’t) 377

Great for Any Organization 381

Now It’s Your Turn 384

Acknowledgments for the Fourth Edition 385

About the Author 387

Preview: Real-Time Marketing & PR 389

Preview: The New Rules of Social Media Book Series 409

Index 417
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DAVID MEERMAN SCOTT is the author of eight books including Real-Time Marketing & PR, Marketing Lessons from the Grateful Dead, and Newsjacking. His books open people's eyes to the new realities of marketing and public relations. David's popular blog, advisory work with fast-growing companies, and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers directly and in real time.
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