The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly
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Market to win with this new edition of the bestseller! The first edition of The New Rules of Marketing & PR presented readers with a unique playbook to navigate marketing in the Internet Age. Now, in this fully revised and updated edition, author David Meerman Scott gives you all the hottest insider tips on the very latest winning tools and techniques so you can confidently market any product, service, or idea. With The New Rules of Marketing & PR, Second Edition, you'll soon be publishing powerful and effective information on the Web, reaching your buyers directly, and saving big on your budget. Praise for The New Rules of Marketing & PR "This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition."—Publishers Weekly (starred review) "[Scott] goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules that shows you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life histories and an engaging style."—Jay Conrad Levinson, "The Father of Guerrilla Marketing" and author of the Guerrilla Marketing series of books "The New Rules of Marketing & PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization."—Mark Levy, coauthor of How to Persuade People Who Don't Want to Be Persuaded and founder of Levy Innovation, a marketing strategy company "I've relied on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past six semesters. David's book is a bold, crystal clear, and practical guide toward a new (and better) future for the profession."—Stephen Quigley, Boston University
Foreword Robert Scoble xviiWelcome to the Second Edition of the New Rules xxiSecond Edition xxiiiIntroduction xxvThe New Rules xxviiTrying to Write Like a Blog, But in a Book xxviiShowcasing Innovative Marketer xxixI How the Web Has Changed the Rules of Marketing and PR 11 The Old Rules of Marketing and PR Are Ineffective in an Online World 3Advertising: A Money Pit of Wasted Resources 6One-Way Interruption Marketing Is Yesterday's Message 7The Old Rules of Marketing 8Public Relations Used to Be Exclusively about the Media 8Public Relations and Third-Pony Ink 9Yes, the Media Are Still Important 10Press Releases and the Journalistic Black Hole 11The Old Rules of PR 11Learn to Ignore the Old Rules 132 The New Rules of Marketing and PR 15The Long Tail of Marketing 17Tell Me Something I Don't Know, Please 18Bricks-and-Mortar News 19Advice from the Company President 21The Long Tail of PR 22The New Rules of Marketing and PR 23The Convergence of Marketing and PR on the Web 243 Reaching Your Buyers Directly 25The Right Marketing in a Wired World 26Let the World Know about Your Expertise 27Develop Information Your Buyers Want to Consume 28Buyer Personas: The Basics 29Think Like a Publisher 31Tell Your Organization's Story Directly 32Know the Goals and Let Content Drive Action 33Content and Thought Leadership 34II Web-Based Communications to Reach Buyers Directly 354 Social Media and Your Targeted Audience 37What Is Social Media, Anyway? 38Social Media Is a Cocktail Party 39Facebook Croup Drives 15,000 People to Singapore Tattoo Show 40The New Rules of Job Search42How David Murray Found a New Job via Twitter 43Insignificant Backwaters or Valuable Places to Connect? 44Your Best Customers Participate in Online Forums-So Should You 47Your Space in the Forums 51Wikis, Listservs, and Your Audience 52Creating Your Own Wiki 545 Blogs: Tapping Millions of Evangelists to Tell Your Story 57Blogs, Blogging, and Bloggers 59Understanding Blogs in the World of the Web 60The Four Uses of Blogs for Marketing and PR 63Monitor Blogs-Your Organization's Reputation Depends on It 64Comment on Blogs to Get Your Viewpoint Out There 65Work with the Bloggers Who Talk about You 66How to Reach Bloggers Around the World 68Do You Allow Employees to Send E-Mail? How about Letting Them Blog? 69Breaking Boundaries: Blogging at McDonald's 71The Power of Blogs 72Get Started Today 726 Audio and Video Drive Action 75Digging Digg Video 75What University Should I Attend 76The Best Job in the World 77Audio Content Delivery Through Podcasting 79Putting Marketing Back in Musicians' Control 80Podcasting: More Than Just Music 82Grammar Girl Podcast 837 The New Rules of News Releases 85News Releases in a Web World 87The New Rules of News Releases 87If They Find You, They Will Come 88Driving Buyers into the Sales Process 90Reach Your Buyers Directly 918 Going Viral: The Web Helps Audiences Catch the Fever 93Minty-Fresh Explosive Marketing 93Monitoring the Blogosphere for Viral Eruptions 95Creating a World Wide Rove 97Rules of the Rave 98Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 99Viral Buzz for Fun and Profit 101The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet 101Clip This Coupon for $ 1 Million Off Ft. Myers, FL Home 102When You Have Explosive News, Make It Go Viral 1039 The Content-Rich Web Site 107Political Advocacy on the Web 108Content: The Focus of Successful Web Sites 110Reaching a Global Marketplace 111Putting It All Together with Content 112Great Web Sites: More Art Than Science 114III Action Plan for Harnessing the Power of the New Rules 11710 You Are What You Publish: Building Your Marketing and PR Plan 119What Are Your Organization's Goals? 120Buyer Personas and Your Organization 122The Buyer Persona Profile 123Reaching Senior Executives 126The Importance of Buyer Personas in Web Marketing 127In Your Buyers' Own Words 128What Do You Want Your Buyers to Believe? 130Developing Content to Reach Buyers 132Obama for America 135Stick to Your Plan 13911 Online Thought Leadership to Brand Your Organization as a Trusted Resource 141Developing Thought Leadership Content 141Forms of Thought Leadership Content 142How to Create Thoughtful Content 146Write What You Know 147Leveraging Thought Leaders Outside of Your Organization 148How Much Money Does Your Buyer Make? 14912 How to Write for Your Buyers 151An Analysis of Gobbledygook 152Poor Writing: How Did We Get Here? 153Effective Writing for Marketing and PR 155The Power of Writing Feedback (from Your Blog) 15613 How Web Content Influences the Buying Process 159Segmenting Your Buyers 160Elements of a Buyer-Centric Web Site 162Using RSS to Deliver Your Web Content to Targeted Niches 166Link Content Directly into the Sales Cycle 168A Friendly Nudge 169Close the Sale and Continue the Conversation 169An Open-Source Marketing Model 17014 Social Networking Sites and Marketing 173Television's Eugene Mirman is Very Nice and Likes Seafood 174Facebook: Not Just for Students 175Check Me Out on MySpace 179Tweet Your Thoughts to the World 180Social Networking and Personal Branding 182Connecting with Fans 185How Amanda Palmer Made $ 1,000 on Twitter in Two Hours 186Which Social Networking Site is Right for You? 187You Can't Go to Every Party, So Why Even Try? 189Optimizing Social Networking Pages 190Stan a Movement 19115 Blogging to Reach Your Buyers 193What Should You Blog About? 194Blogging Ethics and Employee Blogging Guidelines 195Blogging Basics- What You Need to Know to Get Started 197Pimp Out Your Blog 199Building an Audience for Your New Blog 201Tag, and Your Buyer Is It 202Fun with Sharpies (and Sharpie Fans) 203Blogging Outside of North America 204What Are You Waiting For? 20516 Video and Podcasting Made, Well, as Easy as Possible 207Video and Your Buyers 207A Flip Video Camera in Every Pocket 208Getting Started with Video 209Knifing the Competition ... and It's All Caught on Video 211Podcasting 101 212My Audio Is Your Podcast 21417 How to Use News Releases to Reach Buyers Directly 217Developing Your News Release Strategy 218Publishing News Releases through a Distribution Service 219Reaching Even More Interested Buyers with RSS Feeds 220Simultaneously Publishing Your News Releases to Your Web Site 220The Importance of Links in Your News Releases 221Focus on the Keywords and Phrases Your Buyers Use 221Include Appropriate Social Media Tags 223If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 22418 The Online Media Room: Your Front Door for Much More Than the Media 227Your Online Media Room as (Free) Search Engine Optimization 228Best Practices for Online Media Rooms 229An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees 236Really Simple Marketing: The importance of RSS Feeds in Your Online Media Room 23819 The New Rules for Reaching the Media 239Nontargeted, Broadcast Pitches Are Spam 240The New Rules of Media Relations 240Blogs and Media Relations 241Launching ideas with the U.S. Air Force 242How to Pitch the Media 24420 Search Engine Marketing 249Making the First Page on Google 250Search Engine Optimization 252The Long Tail of Search 253Carve Out Your Own Search Engine Real Estate 254Web Landing Pages to Drive Action 255Search Engine Marketing in o Fragmented Business 25721 Make It Happen 261Getting the Help you Need (and Rejecting What You Don't) 263Great for Any Organization 267Now It's Your Turn 269Acknowledgments for the Second Edition 271Index 272About the Author 280Preview: World Wide Rave 281Preview: The New Rules of Social Media book series 287
