You are previewing Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now.
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Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now

Book Description

Wake up, it's revolution time!

Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It's a real-time world now, and if you're not engaged, then you're on your way to marketplace irrelevance.

"Real time" means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictably go viral to a global audience. It's when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it.

Caught up in old, time-consuming processes, too many companies leave themselves fatally exposed by flying blind through this new media environment. You don't have to be among them. Discover Real-Time Marketing and PR and get a clear path to navigate and succeed in the changed business landscape.

In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller,David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to:

  • Develop a business culture that encourages speed over sloth

  • Read buying signals as people interact with your online information

  • Crowdsource product development, naming, and even marketing materials such as online videos

  • Engage reporters to shape stories as they are being written

  • Command premium prices by delivering products at speed

  • Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers

Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!

Table of Contents

  1. Copyright
  2. Prologue
  3. I. Revolution Time
    1. 1. Grow Your Business Now
      1. 1.1. Dave's Slingshot Goes Viral on Goliath
      2. 1.2. The Stories behind the Story: United Airlines, Taylor Guitars, and Calton Cases
      3. 1.3. Break a Taylor Guitar and You Break this Man's Heart
      4. 1.4. A Teachable Moment
      5. 1.5. Case Study in Real-Time Product Development
      6. 1.6. United Comes Untied
      7. 1.7. Dave's Big Win
      8. 1.8. Real-Time Engagement
    2. 2. Speed versus Sloth: Dispatches from the Front
      1. 2.1. Google Finally Gets It
      2. 2.2. Caught on the News Cycle Hamster Wheel
      3. 2.3. Feeling an Invisible Presence in the Conference Hall
      4. 2.4. What Matters Now
      5. 2.5. Can You See the Pattern?
    3. 3. Laying Down Some Real-Time Law
      1. 3.1. The New Laws on Speed
      2. 3.2. The Real-Time Power Law
      3. 3.3. The Real-Time Law of Normal Distribution
      4. 3.4. How Would You React?
    4. 4. Real-Time Attitude
      1. 4.1. Business as Usual
      2. 4.2. The Real-Time Mind-Set
      3. 4.3. No More Business as Usual
      4. 4.4. It's Not the Tools, It's the Mind-Set Behind Them
        1. 4.4.1. For Individuals, Communicating in Real Time Comes Naturally
        2. 4.4.2. But Large Organizations Need to Work At It
        3. 4.4.3. And Leaders Need to Make It Happen
    5. 5. Too Big to Succeed?
      1. 5.1. Boeing's Radar Belatedly Spots Harry's Plane
        1. 5.1.1. Build a Team
        2. 5.1.2. Monitor What's Being Said
        3. 5.1.3. Develop Guidelines and Train Staff
        4. 5.1.4. Engage with the Market
      2. 5.2. Thank You for Your Inquiry
      3. 5.3. Contact Us (Or Not)
      4. 5.4. Making Contact
      5. 5.5. How Fast Does the Fortune 100 Respond?
    6. 6. Engage the Media at Their Convenience
      1. 6.1. Always On
      2. 6.2. The Revolution, Live on YouTube and Twitter
      3. 6.3. Get in Sync with the Real-Time News Cycle
      4. 6.4. The Old Media Relations Timeline
      5. 6.5. Amazon.com as Big Brother
      6. 6.6. Now: While News Is Happening
      7. 6.7. Multiple Takes, One Story
      8. 6.8. How They Make News in Real Time
      9. 6.9. Did You Hear the One about the Pornographic Robocall?
      10. 6.10. How to Engage the Media in Real Time
        1. 6.10.1. Knock on Doors the Media Have Created
        2. 6.10.2. Use Hashtags in Your Twitter Messages
        3. 6.10.3. Use Your Blog or Online Media Room to Get Your Voice Heard
        4. 6.10.4. From the Podium
        5. 6.10.5. Send a Media Alert
        6. 6.10.6. Hold a News Conference with a Live-Streaming Video Feed
    7. 7. Crisis Communications and the Media
      1. 7.1. Eurostar and Silence
      2. 7.2. Twitter as a Crisis Communications Tool
      3. 7.3. Real-Time Media Alerts
      4. 7.4. Connect with Journalists before You Need Them
        1. 7.4.1. Follow the Publication and Its Journalists
        2. 7.4.2. Comment on Stories and Blog Posts
        3. 7.4.3. Send an Email Introduction
        4. 7.4.4. Follow the Reporter on Twitter
        5. 7.4.5. Never Spam Reporters
      5. 7.5. Thrust into the News When You Least Expect It
      6. 7.6. When You Have Hot News
      7. 7.7. How to Deflate a Scandal
      8. 7.8. The Time Is Now
      9. 7.9. The Million-Dollar Door
    8. 8. What Are People Saying about You This Instant?
      1. 8.1. Who the Hell ARE These People?
      2. 8.2. Tracking Those You Know
      3. 8.3. Choosing to Respond (Or Not)
      4. 8.4. Listening in to Millions of Discussions in Real Time
      5. 8.5. A $250-Grand Tweet!
      6. 8.6. Turning around a Critic
      7. 8.7. When You Don't Have an Immediate Answer
      8. 8.8. Social Web Analytics
      9. 8.9. A Selection of Social Web Analytics Services
      10. 8.10. How Even the Biggest Can Be Seamlessly Social
    9. 9. Tap the Crowd for Quick Action
      1. 9.1. How to Title a Book or Name a Product
      2. 9.2. A Crowd for Any Purpose
      3. 9.3. Finding the Right Crowd
      4. 9.4. Massive Brainstorm
      5. 9.5. Crowdsourcing a Movie for Free
      6. 9.6. You Gotta Give to Get
  4. II. Connect with Your Market
    1. 10. Real-Time Customer Connection
      1. 10.1. Connecting with Customers Is Marketing and PR
      2. 10.2. Why Should I Help You?
      3. 10.3. Interacting with Customers in Real Time
      4. 10.4. Friends Tweet Friends First
      5. 10.5. Embracing the Tweet
        1. 10.5.1. The Cookies Are Ready!
        2. 10.5.2. Red Tag Promotion
        3. 10.5.3. Soon to Be Expired
        4. 10.5.4. Yes! Tickets Are Available
        5. 10.5.5. The Ferry Is Delayed
        6. 10.5.6. Having Fun in the Snow
        7. 10.5.7. Create Something Retweet Worthy
      6. 10.6. Let Followers Feel the Love on Twitter
      7. 10.7. How Can You Fight a Fire after the House Burns Down?
      8. 10.8. Meet Your Critics on Their Turf
      9. 10.9. Put the CEO to Work
      10. 10.10. It Can Happen to You!
      11. 10.11. Respond Rapidly with Instant Web Sites
      12. 10.12. Multiple Communications Channels
      13. 10.13. Reaching Fans
    2. 11. Going Mobile, Real Time Is All the Time
      1. 11.1. Tapping the World for Recommendations
      2. 11.2. Looking to Buy a House
      3. 11.3. Reaching Buyers via Mobile
    3. 12. They Want It Immediately
      1. 12.1. I Want It Now
      2. 12.2. Real Time with the Grateful Dead
      3. 12.3. Real-Time Products for Your Marketplace
      4. 12.4. Hot Jobs in Real Time?
      5. 12.5. Book Publisher Goes Real Time with Truman Fires MacArthur
        1. 12.5.1. A Real-Time E-Book
      6. 12.6. Real-Time Futures Trading Training Course
  5. III. Grow Your Business Now
    1. 13. Let Them Communicate . . . Now
      1. 13.1. Real-Time Communications Policy
      2. 13.2. How to Develop Real-Time Communications Guidelines
      3. 13.3. Publishing Your Guidelines
      4. 13.4. Encouraging Communications
      5. 13.5. When One of the Flock Strays
      6. 13.6. Chief Real-Time Communications Officer
      7. 13.7. Let Employees Communicate Now
    2. 14. How Your Web Site Becomes a Real-Time Machine
      1. 14.1. Respond Now, While Buyers Are Hot
      2. 14.2. Know When She's Ready for You
      3. 14.3. Test It Out!
      4. 14.4. What's the Other Guy Doing?
    3. 15. Make the Sale
      1. 15.1. Real-Time, Data-Driven Marketing and Sales
      2. 15.2. Real-Time Technology
      3. 15.3. I Heard You Just Came into Some Wealth!
      4. 15.4. Make Your Sales Team Love You
      5. 15.5. Real-Time Sales Playbooks
      6. 15.6. They Know What I'm Doing!
    4. 16. Business at the Speed of Now
      1. 16.1. The Mass-Media Aberration
      2. 16.2. Lutz and Me
      3. 16.3. Yes, We're Listening!
      4. 16.4. TweetDeck in Motown
      5. 16.5. GM Learns to Show Its Human Face
      6. 16.6. Lutz Always Gets the Last Word
      7. 16.7. How Real-Time Communications Sells Cars
      8. 16.8. Starting Up in Real Time
      9. 16.9. Improvising under the Volcano
      10. 16.10. It's about Focusing the Mind-Set on the Tools
    5. A. 2010 Fortune 100 Real-Time Speed Analysis
  6. Media Sources
    1. Part One Revolution Time
      1. Chapter 1 Grow Your Business Now
      2. Chapter 2 Speed versus Sloth: Dispatches from the Front
      3. Chapter 5 Too Big to Succeed?
      4. Chapter 6 Engage the Media at Their Convenience
      5. Chapter 8 What Are People Saying about You This Instant?
      6. Chapter 9 Tap the Crowd for Quick Action
    2. Part Two Connect with Your Market
      1. Chapter 10 Real-Time Customer Connection
      2. Chapter 12 They Want It Immediately
    3. Part Three Grow Your Business Now
      1. Chapter 13 Let Them Communicate...Now
      2. Chapter 16 Business at the Speed of Now
  7. Acknowledgments
  8. About the Author
  9. Have David Meerman Scott Speak at Your Next Event