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
von: David Meerman Scott
Wiley, 2013
ISBN: 9781118711071
Sprache: Englisch
465 Seiten, Download: 2395 KB
Format: EPUB, PDF, auch als Online-Lesen
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Typ: A (einfacher Zugriff)
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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
| 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 | 1 | ||
| Contents | 15 | ||
| Foreword by Robert Scoble | 23 | ||
| Introduction | 27 | ||
| The New Rules | 28 | ||
| Life with the New Rules | 30 | ||
| What’s New | 32 | ||
| Writing Like on a Blog, But in a Book | 33 | ||
| Showcasing Successful Marketers | 34 | ||
| I How the Web Has Changed the Rules of Marketing and PR | 37 | ||
| 1 The Old Rules of Marketing and PR Are Ineffective in an Online World | 39 | ||
| Advertising: A Money Pit of Wasted Resources | 42 | ||
| One-Way Interruption Marketing Is Yesterday’s Message | 43 | ||
| The Old Rules of Marketing | 44 | ||
| Public Relations Used to Be Exclusively about the Media | 45 | ||
| Public Relations and Third-Party Ink | 46 | ||
| Yes, the Media Are Still Important | 46 | ||
| Press Releases and the Journalistic Black Hole | 47 | ||
| The Old Rules of PR | 48 | ||
| Learn to Ignore the Old Rules | 49 | ||
| 2 The New Rules of Marketing and PR | 51 | ||
| The Most Important Communication Revolution in Human History | 52 | ||
| Open for Business | 53 | ||
| The Long Tail of Marketing | 56 | ||
| Tell Me Something I Don’t Know, Please | 57 | ||
| Bricks-and-Mortar News | 58 | ||
| Advice from the Company President | 60 | ||
| The Long Tail of PR | 61 | ||
| The New Rules of Marketing and PR | 62 | ||
| The Convergence of Marketing and PR on the Web | 63 | ||
| 3 Reaching Your Buyers Directly | 64 | ||
| The Right Marketing in a Wired World | 65 | ||
| Let the World Know about Your Expertise | 66 | ||
| Develop Information Your Buyers Want to Consume | 69 | ||
| Buyer Personas: The Basics | 69 | ||
| Think Like a Publisher | 72 | ||
| Staying Connected with Members and the Community | 72 | ||
| Know the Goals and Let Content Drive Action | 74 | ||
| Content and Thought Leadership | 75 | ||
| II Web-Based Communications to Reach Buyers Directly | 77 | ||
| 4 Social Media and Your Targeted Audience | 79 | ||
| What Is Social Media, Anyway? | 80 | ||
| Social Media Is a Cocktail Party | 81 | ||
| Facebook Group Drives 15,000 People to Singapore Tattoo Show | 82 | ||
| The New Rules of Job Search | 84 | ||
| How to Find a New Job via Social Media | 85 | ||
| Insignificant Backwaters or Valuable Places to Connect? | 87 | ||
| Your Best Customers Participate in Online Forums—So Should You | 90 | ||
| Your Space in the Forums | 93 | ||
| Wikis, Listservs, and Your Audience | 95 | ||
| Creating Your Own Wiki | 96 | ||
| Social Networking Drives Adagio Teas’ Success | 98 | ||
| 5 Blogs: Tapping Millions of Evangelists to Tell Your Story | 102 | ||
| Blogs, Blogging, and Bloggers | 104 | ||
| A Blog (or Not a Blog) | 105 | ||
| Understanding Blogs in the World of the Web | 107 | ||
| The Four Uses of Blogs for Marketing and PR | 110 | ||
| Monitor Blogs—Your Organization’s Reputation Depends on It | 111 | ||
| Comment on Blogs to Get Your Viewpoint Out There | 112 | ||
| Work with the Bloggers Who Talk about You | 113 | ||
| Bloggers Love Interesting Experiences | 115 | ||
| How to Reach Bloggers around the World | 116 | ||
| Do You Allow Employees to Send Email? How about Letting Them Blog? | 117 | ||
| Not Another Junky Blog | 118 | ||
| The Power of Blogs | 120 | ||
| Get Started Today | 120 | ||
| 6 Audio and Video Drive Action | 122 | ||
| Create Goodwill with Customers | 122 | ||
| What University Should I Attend? | 124 | ||
| The Best Job in the World | 125 | ||
| Have Fun with Your Videos | 127 | ||
| Audio Content Delivery through Podcasting | 129 | ||
| Putting Marketing Back in Musicians’ Control | 130 | ||
| Podcasting: More Than Just Music | 132 | ||
| Grammar Girl Podcast | 132 | ||
| 7 The New Rules of News Releases | 135 | ||
| News Releases in a Web World | 137 | ||
| The New Rules of News Releases | 137 | ||
| If They Find You, They Will Come | 138 | ||
| Driving Buyers into the Sales Process | 140 | ||
| Reach Your Buyers Directly | 141 | ||
| 8 Going Viral: The Web Helps Audiences Catch the Fever | 142 | ||
| Minty-Fresh Explosive Marketing | 143 | ||
| Monitoring the Blogosphere for Viral Eruptions | 144 | ||
| Creating a World Wide Rave | 146 | ||
| Rules of the Rave | 147 | ||
| Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download | 149 | ||
| Using Creative Commons to Facilitate Mashups and Spread Your Ideas | 150 | ||
| Viral Buzz for Fun and Profit | 151 | ||
| The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia’s Toilet | 152 | ||
| Clip This Coupon for $1 Million Off Fort Myers, Florida, Home | 153 | ||
| When You Have Explosive News, Make It Go Viral | 154 | ||
| 9 The Content-Rich Website | 157 | ||
| Political Advocacy on the Web | 158 | ||
| Content: The Focus of Successful Websites | 160 | ||
| Reaching a Global Marketplace | 161 | ||
| Putting It All Together with Content | 162 | ||
| Great Websites: More Art Than Science | 164 | ||
| 10 Marketing and PR in Real Time | 166 | ||
| Real-Time Marketing and PR | 167 | ||
| Develop Your Real-Time Mind-Set | 170 | ||
| Real-Time Blog Post Drives $1 Million in New Business | 172 | ||
| The Time Is Now | 175 | ||
| Crowdsourced Support | 180 | ||
| III Action Plan for Harnessing the Power of the New Rules | 185 | ||
| 11 You Are What You Publish: Building Your Marketing and PR Plan | 187 | ||
| What Are Your Organization’s Goals? | 188 | ||
| Buyer Personas and Your Organization | 190 | ||
| The Buyer Persona Profile | 191 | ||
| Reaching Senior Executives | 194 | ||
| The Importance of Buyer Personas in Web Marketing | 195 | ||
| In Your Buyers’ Own Words | 196 | ||
| What Do You Want Your Buyers to Believe? | 198 | ||
| Developing Content to Reach Buyers | 200 | ||
| Marketing Strategy Planning Template | 203 | ||
| The New Rules of Measurement | 207 | ||
| Asking Your Buyer for a Date | 208 | ||
| Measuring the Power of Free | 208 | ||
| What You Should Measure | 209 | ||
| Registration or Not? Data from an e-Book Offer | 210 | ||
| Educating Your Salespeople about the New Sales Cycle | 212 | ||
| Obama for America | 213 | ||
| Stick to Your Plan | 218 | ||
| 12 Online Thought Leadership to Brand Your Organization as a Trusted Resource | 219 | ||
| Developing Thought Leadership Content | 219 | ||
| Forms of Thought Leadership Content | 220 | ||
| How to Create Thoughtful Content | 225 | ||
| Leveraging Thought Leaders Outside of Your Organization | 228 | ||
| How Much Money Does Your Buyer Make? | 229 | ||
| 13 How to Create for Your Buyers | 231 | ||
| An Analysis of Gobbledygook | 232 | ||
| Poor Writing: How Did We Get Here? | 233 | ||
| Effective Writing for Marketing and PR | 235 | ||
| The Power of Writing Feedback (from Your Blog) | 236 | ||
| Brand Journalism at Boeing | 237 | ||
| 14 How Web Content Influences the Buying Process | 239 | ||
| Segmenting Your Buyers | 240 | ||
| Elements of a Buyer-Centric Website | 242 | ||
| Using RSS to Deliver Your Web Content to Targeted Niches | 247 | ||
| Link Content Directly into the Sales Cycle | 248 | ||
| A Friendly Nudge | 249 | ||
| Close the Sale and Continue the Conversation | 250 | ||
| An Open-Source Marketing Model | 250 | ||
| How a Content Strategy Grew Business by 50 Percent in One Year | 252 | ||
| 15 Mobile Marketing: Reaching Buyers Wherever They Are | 258 | ||
| Make Your Site Mobile Friendly | 259 | ||
| Build Your Audience via Mobile | 261 | ||
| Geolocation: When Your Buyer Is Nearby | 262 | ||
| QR Codes to Drive People to Your Content | 263 | ||
| The Mobile Media Room | 266 | ||
| An App for Anything | 267 | ||
| Cyber Graffiti with WiFi Network Names as Advertising | 268 | ||
| 16 Social Networking Sites and Marketing | 271 | ||
| Television’s Eugene Mirman Is Very Nice and Likes Seafood | 272 | ||
| Facebook: Not Just for Students | 273 | ||
| How to Use Facebook to Market Your Product or Service | 274 | ||
| Increase Engagements with Facebook Groups and Apps | 276 | ||
| Why Google Plus Is Important For Your Business | 279 | ||
| Check Out My LinkedIn Profile | 281 | ||
| Tweet Your Thoughts to the World | 283 | ||
| Social Networking and Personal Branding | 286 | ||
| The Horse Twitterer | 288 | ||
| Connecting with Fans | 290 | ||
| How Amanda Palmer Raised a Million Dollars via Social Networking | 291 | ||
| Which Social Networking Site Is Right for You? | 292 | ||
| You Can’t Go to Every Party, So Why Even Try? | 295 | ||
| Optimizing Social Networking Pages | 296 | ||
| Integrate Social Media into an Offline Conference or Event | 297 | ||
| Start a Movement | 298 | ||
| Social Networking and Crisis Communications | 299 | ||
| Why Participating in Social Media Is Like Exercise | 302 | ||
| 17 Blogging to Reach Your Buyers | 305 | ||
| What Should You Blog About? | 306 | ||
| Blogging Ethics and Employee Blogging Guidelines | 308 | ||
| Blogging Basics: What You Need to Know to Get Started | 309 | ||
| Pimp Out Your Blog | 312 | ||
| Building an Audience for Your New Blog | 313 | ||
| Tag, and Your Buyer Is It | 314 | ||
| Fun with Sharpies (and Sharpie Fans) | 315 | ||
| Cities That Blog | 316 | ||
| Blogging Outside of North America | 318 | ||
| What Are You Waiting For? | 319 | ||
| 18 An Image Is Worth a Thousand Words | 320 | ||
| Photographs as Compelling Content Marketing | 320 | ||
| Why I Love Instagram | 322 | ||
| How to Market an Expensive Product with Original Photographs | 323 | ||
| Sharing with Pinterest | 324 | ||
| Infographics | 326 | ||
| 19 Video and Podcasting Made, Well, as Easy as Possible | 329 | ||
| Video and Your Buyers | 329 | ||
| Business-Casual Video | 330 | ||
| Stop Obsessing over Video Release Forms | 331 | ||
| Your Smartphone Is All You Need | 332 | ||
| Video to Showcase Your Expertise | 333 | ||
| Getting Started with Video | 335 | ||
| Video Created for Buyers Generates Sales Leads | 337 | ||
| Podcasting 101 | 338 | ||
| 20 How to Use News Releases to Reach Buyers Directly | 341 | ||
| Developing Your News Release Strategy | 342 | ||
| Publishing News Releases through a Distribution Service | 343 | ||
| Reaching Even More Interested Buyers with RSS Feeds | 344 | ||
| Simultaneously Publishing Your News Releases to Your Website | 344 | ||
| The Importance of Links in Your News Releases | 345 | ||
| Focus on the Keywords and Phrases Your Buyers Use | 345 | ||
| Include Appropriate Social Media Tags | 347 | ||
| If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! | 348 | ||
| 21 Your Newsroom: A Front Door for Much More Than the Media | 350 | ||
| Your Newsroom as (Free) Search Engine Optimization | 351 | ||
| Best Practices for Newsrooms | 351 | ||
| Start with a Needs Analysis | 353 | ||
| A Newsroom to Reach Journalists, Customers, and Bloggers | 359 | ||
| Really Simple Marketing: The Importance of RSS Feeds in Your Newsroom | 360 | ||
| 22 The New Rules for Reaching the Media | 362 | ||
| Nontargeted, Broadcast Pitches Are Spam | 363 | ||
| The New Rules of Media Relations | 363 | ||
| Blogs and Media Relations | 364 | ||
| How Blog Mentions Drive Mainstream Media Stories | 365 | ||
| Launching Ideas with the U.S. Air Force | 368 | ||
| How to Pitch the Media | 370 | ||
| 23 Newsjacking Your Way into the Media | 373 | ||
| Journalists Are Looking for What You Know | 375 | ||
| Get Your Take on the News into the Marketplace of Ideas | 376 | ||
| How to Find News to Jack | 379 | ||
| When the Story Is Already (Sort of) about You | 384 | ||
| Twitter Is Your Newsjacking Tool | 385 | ||
| Beware: Newsjacking Can Damage Your Brand | 386 | ||
| Newsjacking for Fun and Profit | 387 | ||
| 24 Search Engine Marketing | 389 | ||
| Making the First Page on Google | 391 | ||
| Search Engine Optimization | 392 | ||
| The Long Tail of Search | 393 | ||
| Carve Out Your Own Search Engine Real Estate | 394 | ||
| Web Landing Pages to Drive Action | 395 | ||
| Search Engine Marketing in a Fragmented Business | 398 | ||
| 25 Make It Happen | 400 | ||
| Your Mind-Set | 402 | ||
| Manage Your Fear | 402 | ||
| Getting the Help You Need (and Rejecting What You Don’t) | 403 | ||
| Great for Any Organization | 407 | ||
| Now It’s Your Turn | 410 | ||
| Acknowledgments for the Fourth Edition | 411 | ||
| About the Author | 413 | ||
| Preview: Real-Time Marketing & PR | 415 | ||
| Preview: The New Rules of Social Media Book Series | 435 | ||
| Index | 443 |
