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The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, 6th Edition

ISBN: 978-1-119-36241-8
448 pages
July 2017
The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, 6th Edition (1119362415) cover image

Description

The international bestseller—now in a new edition

When it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the 'next big thing.'

The New Rules of Marketing & PR is an international bestseller with more than 375,000 copies sold in twenty-nine languages. In the latest edition of this pioneering guide to the future of marketing, you'll get a step-by-step action plan for leveraging the power of the latest approaches to generating attention for your idea or your business. You'll learn how get the right information to the right people at the right time—at a fraction of the cost of traditional advertising.

The Internet continues to change the way people communicate and interact with each other, and if you're struggling to keep up with what's trending in social media, online videos, apps, blogs, or more, your product or service is bound to get lost in the ether. In The New Rules of Marketing & PR, you'll get access to the tried-and-true rules that will keep you ahead of the curve when using the latest and greatest digital spaces to their fullest PR, marketing, and customer-communications potential. Keeping in mind that your audience is savvy and crunched for time, this essential guide shows you how to cut through the online clutter to ensure that your message gets seen and heard.

  • Serves as the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and non-profit managers
  • Offers a wealth of compelling case studies and real-world examples
  • Includes information on new platforms including Facebook Live and Snapchat
  • Shows both small and large organizations how to best use Web-based communication

Finally, everything you need to speak directly to your audience and establish a personal link with those who make your business work is in one place.

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Table of Contents

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-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       

2 The New Rules of Marketing and PR      

The Most Important Communication Revolution in Human History       

Open for Business       

The Long Tail of Marketing       

Tell Me Something I Don’t Know, Please       

Bricks-and-Mortar News       

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       

Big Birge Plumbing Company Crows Business in a Competitive Market       

Buyer Personas: The Basics        

Think Like a Publisher       

Staying Connected with Members and the Community            

Know the Coals and Let Content Drive Action       

Real-Time Business at American Airlines Reaches Buyers Directly                       

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       

“Upgrade to Canada” Social Program Nabs Tourists from Other Countries             

Social Networking and Agility       

When Social Networking Doesn’t Work: The Cannabis Business in America       

The New Rules of job Search       

How to Find a New job via Social Media       

Social Networking Drives Adagio Teas’ Success             

5 Blogs: Tapping Millions of Evangelists to Tell Your Story      

Why You Still Need A Blog In The Age Of Social Networking       

Blogs, Blogging, and Bloggers       

A Blog (or Not a Blog)       

California Lawyer Blogs to Build Authority and Drive More Business       

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              

Bloggers Love Interesting Experiences       

How to Reach Bloggers around the World       

Do You Allow Employees to Send Email? How about Letting Them Blog?       

Not Another Junky Blog       

Get Started Today              

6 Audio and Video Drive Action      

Improv with the CIO       

What University Should I Attend?       

Building a Business One YouTube Video at a Time       

Have Fun with Your Videos       

Audio Content Delivery through Podcasting       

Hack the Entrepreneur Podcast Delivers New Customers for Host’s Business       

Grammar Girl Podcast           

7 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       

Using Creative Commons to Facilitate Mashups and Spread Your Ideas       

Viral Buzz for Fun and Profit       

The Virgin Mary Grilled Cheese Sandwich and jerry Garcia’s Toilet       

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

When You Have Explosive News, Make It Go Viral             

8 The Content-Rich Website      

Political Advocacy on the Web        

Content: The Focus of Successful Websites       

Reaching a Global Marketplace       

Make Your Site Mobile Friendly       

Putting It All Together with Content       

Great Websites: More Art Than Science              

9 Marketing and PR in Real Time      

Real-Time Marketing and PR       

John Green Thumps Tom Cruise       

Develop Your Real- Time Mind-Set       

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

The Time Is Now       

Snapchat for Business       

Crowdsourced Support            

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       

How Beko Develops Products Global Consumers Are Eager to Buy       

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       

Marketing Strategy Planning Template       

The New Rules of Measurement       

Asking Your Buyer for a Date       

Measuring the Power of Free       

What You Should Measure       

Stop Thinking of Content Creation as a Marketing Expense       

In 2016, the Best Marketer Was Elected President       

Stick to Your Plan              

11 Growing Your Business: How Marketing and PR Drive Sales      

It’s Time for a Sales Transformation       

How Web Content Influences the Buying Process       

Tips for Creating a Buyer-Centric Website       

Step 1: Sales Begin with Informational Content       

Step 2: A Friendly Nudge       

Step 3: Closing the Deal       

An Open-Source Marketing Model       

Salespeople as Content Curators       

Your Company’s Salesperson-in-Chief       

Educating Your Salespeople about the New Buying Process       

Registration or Not? Data from an E-Book Offer       

Close the Sale—Continue the Conversation       

Measure and Improve       

How a Content Strategy Crew Business by 50 Percent in One Year            

12 Strategies for Creating Awesome Content      

Ways to Get your Information Out There       

How to Create Thoughtful Content       

How Raytheon Uses journalists to Create Interesting Content       

Content Creation in Highly Regulated Industries       

Leveraging Thought Leaders outside Your Organization       

Who Wrote That Awesome White Paper?        

How Much Money Does Your Buyer Make?             

13 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)       

Injecting Humor into Product Descriptions       

Brand journalism at Boeing            

14 Social Networking as Marketing      

Television’s Eugene Mirman Is Very Nice and Likes Seafood       

Facebook: Not just for Students       

How to Use Facebook to Market Your Product or Service       

Increase Engagements with Facebook Groups and Apps       

Why Google Plus Is Important for Your Business       

Check Out My Linkedln Profile       

Tweet Your Thoughts to the World       

Boston2024 Olympic Bid Squashed by Social Media       

Social Networking and Personal Branding       

The CIA joins Twitter       

The Sharing More Than Selling Rule       

Connecting with Fans       

How Amanda Palmer Raised a Million Dollars via Social Networking       

Which Social Networking Site Is Right for You?       

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

Optimizing Social Networking Pages       

Integrate Social Media into an Offline Conference or Event       

Build a Passionate Fan Base       

Social Networking and Crisis Communications       

Why Participating in Social Media Is Like Exercise             

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       

Cities That Blog       

Blogging outside North America       

What Are You Waiting For?              

16 An Image Is Worth a Thousand Words      

Photographs as Compelling Content Marketing       

Images of Real People Work Better Than Inane Stock Photos       

How to Market an Expensive Product with Original Photographs       

Why I Love Instagram       

Marketing Your Product With Photos On Instagram       

Sharing with Pinterest       

The Power of SlideShare for Sharing Your Ideas       

Infographics              

17 Video and Podcasting Made, Well, as Easy as Possible      

Video and Your Buyers       

Business-Casual Video       

Stop Obsessing over Video Release Forms       

Your Smartphone Is All You Need       

Facebook Live Is Great for Real-Time Content Marketing       

Video to Showcase Your Expertise       

Getting Started with Video       

Video Created for Buyers Generates Sales Leads       

Podcasting 101              

18 How to Use News Releases to Reach Buyers Directly      

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       

Developing Your News Release Strategy       

Publishing News Releases through a Distribution Service       

Reach Even More Interested Buyers with RSS Feeds       

Simultaneously Publish Your News Releases to Your Website       

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!              

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

Your Newsroom as (Free) Search Engine Optimization       

Reaching Reporters and Editors and Telling Your Story       

Best Practices for Newsrooms       

Ontario University Shines Spotlight on Faculty Researchers       

A Newsroom to Reach journalists, Customers, and Bloggers             

20 The New Rules for Reaching the Media      

“Re:,” Nontargeted Pitches, and Other Sleazy Tactics       

The New Rules of Media Relations       

Blogs and Media Relations       

How Blog Mentions Drive Mainstream Media Stories       

Launching Ideas with the U.S. Air Force        

How to Pitch the Media             

21 Newsjacking Your Way into the Media      

Journalists Are Looking for What You Know       

Get Your Take on the News into the Marketplace of Ideas       

How to Find News to jack       

When the Story Is Already (Sort of) about You       

Twitter Is Your Newsjacking Tool       

Beware: Newsjacking Can Damage Your Brand       

Newsjacking for Fun and Profit             

22 Search Engine Marketing      

Making the First Page on Google       

Search Engine Optimization       

Own Your Marketing Assets Instead of Renting Them       

The Long Tail of Search       

Carve Out Your Own Search Engine Real Estate       

Web Landing Pages to Drive Action       

Optimizing the Past       

Search Engine Marketing in a Fragmented Business              

23 Make It Happen      

Your Mind-Set       

The journey from a Traditional Marketing Executive to a Modern CMO       

Manage Your Fear       

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

Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District       

Great for Any Organization       

Now It’s Your Turn             

Acknowledgments for the Sixth Edition       

About the Author       

Index        

Master Newsjacking Course       

Have David Meerman Scott Speak at Your Next Event!

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Author Information

DAVID MEERMAN SCOTT is the author of ten books including Real-Time Marketing & PR, The New Rules of Sales & Service, and Newsjacking. David's popular blog, advisory work with fast-growing companies, and 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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