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The New rules of marketing and PR: how to use social media, blogs, news releases, online video, and viral marketing to reach buyers directly

Author: Scott, David Meerman Publisher: Wiley, 2010.Edition: 2nd revised and updated ed.Language: EnglishDescription: 289 p. ; 23 cm.ISBN: 9780470547816Type of document: BookBibliography/Index: Includes index
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The New Rules of Marketing and PR How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly Contents Foreword by Robert Scoble Welcome to the Second Edition of the New Rules Second Edition xvii xxi xxiii xxv xvii xvii xxix Introduction The New Rules Trying to Write Like a Blog, But in a Book Showcasing Innovative Marketers I How the Web Has Changed the Rules of Marketing and PR I 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 1 3 6 7 8 8 9 10 11 11 13 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 15 17 18 19 21 22 23 24 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 25 26 27 28 29 31 32 33 34 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 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 35 37 38 39 40 42 43 44 47 51 52 54 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 57 59 60 63 64 65 66 68 69 71 72 72 6 Audio and Video Drive Action Digging Digg Video What University Should I Attend 75 75 76 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 77 79 80 82 83 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 85 87 87 88 90 91 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 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 93 93 95 97 98 99 101 101 102 103 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 107 108 110 111 112 114 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 117 119 120 122 123 126 127 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 128 130 132 135 139 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? 141 147 742 146 147 148 149 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) 151 152 153 155 156 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 159 160 162 166 168 169 169 170 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 $11,000 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 Start a Movement 173 174 175 179 180 182 185 186 187 189 190 191 15 Blogging to Reach Your Buyers What Should You Blog About? Slogging 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? 193 194 195 197 199 207 202 203 204 205 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 107 My Audio Is Your Podcast 207 207 208 209 211 212 214 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! 217 218 219 220 220 227 227 223 224 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 227 228 229 236 238 19 The New Rules for Reaching the Media Nontargeted, Broadcast Pitches Are Spam The New Rules of Media Relations 239 240 240 Blogs and Media Relations Launching Ideas with the U.S. Air Force How to Pitch the Media 241 242 244 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 a Fragmented Business 249 250 252 253 254 255 257 249 21 Make It Happen Getting the Help you Need (and Rejecting What You Don't) Great for Any Organization Now It's Your Turn 261 263 267 269 Acknowledgments for the Second Edition Index About the Author Preview: World Wide Rave 271 272 280 281 Preview: The New Rules of Social Media book series 287

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