You are previewing The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, & Viral Marketing to Reach Buyers Directly, Second Edition.
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The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, & Viral Marketing to Reach Buyers Directly, Second Edition

Book Description

For marketers, The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process. --This text refers to an out of print or unavailable edition of this title.

Table of Contents

  1. Copyright
  2. Foreword
  3. Welcome to the Second Edition of the New Rules
    1. Second Edition
  4. Introduction
    1. The New Rules
    2. Trying to Write Like a Blog, But in a Book
    3. Showcasing Innovative Marketers
  5. I. How the Web Has Changed the Rules of Marketing and PR
    1. 1. The Old Rules of Marketing and PR Are Ineffective in an Online World
      1. 1.1. Advertising: A Money Pit of Wasted Resources
      2. 1.2. One-Way Interruption Marketing Is Yesterday's Message
      3. 1.3. The Old Rules of Marketing
      4. 1.4. Public Relations Used to Be Exclusively about the Media
      5. 1.5. Public Relations and Third-Party Ink
      6. 1.6. Yes, the Media Are Still Important
      7. 1.7. Press Releases and the Journalistic Black Hole
      8. 1.8. The Old Rules of PR
      9. 1.9. Learn to Ignore the Old Rules
    2. 2. The New Rules of Marketing and PR
      1. 2.1. The Long Tail of Marketing
      2. 2.2. Tell Me Something I Don't Know, Please
      3. 2.3. Bricks-and-Mortar News
      4. 2.4. Advice from the Company President
      5. 2.5. The Long Tail of PR
      6. 2.6. The New Rules of Marketing and PR
      7. 2.7. The Convergence of Marketing and PR on the Web
    3. 3. Reaching Your Buyers Directly
      1. 3.1. The Right Marketing in a Wired World
      2. 3.2. Let the World Know about Your Expertise
      3. 3.3. Develop Information Your Buyers Want to Consume
      4. 3.4. Buyer Personas: The Basics
      5. 3.5. Think Like a Publisher
      6. 3.6. Tell Your Organization's Story Directly
      7. 3.7. Know the Goals and Let Content Drive Action
      8. 3.8. Content and Thought Leadership
  6. II. Web-Based Communications to Reach Buyers Directly
    1. 4. Social Media and Your Targeted Audience
      1. 4.1. What Is Social Media, Anyway?
      2. 4.2. Social Media Is a Cocktail Party
      3. 4.3. Facebook Group Drives 15,000 People to Singapore Tattoo Show
      4. 4.4. The New Rules of Job Search
      5. 4.5. How David Murray Found a New Job via Twitter
      6. 4.6. Insignificant Backwaters or Valuable Places to Connect?
      7. 4.7. Your Best Customers Participate in Online Forums—So Should You
      8. 4.8. Your Space in the Forums
      9. 4.9. Wikis, Listservs, and Your Audience
      10. 4.10. Creating Your Own Wiki
    2. 5. Blogs: Tapping Millions of Evangelists to Tell Your Story
      1. 5.1. Blogs, Blogging, and Bloggers
      2. 5.2. Understanding Blogs in the World of the Web
      3. 5.3. The Four Uses of Blogs for Marketing and PR
      4. 5.4. Monitor Blogs—Your Organization's Reputation Depends on It
      5. 5.5. Comment on Blogs to Get Your Viewpoint Out There
      6. 5.6. Work with the Bloggers Who Talk about You
      7. 5.7. How to Reach Bloggers Around the World
      8. 5.8. Do You Allow Employees to Send Email? How about Letting Them Blog?
      9. 5.9. Breaking Boundaries: Blogging at McDonald's
      10. 5.10. The Power of Blogs
      11. 5.11. Get Started Today
    3. 6. Audio and Video Drive Action
      1. 6.1. Digging Digg Video
      2. 6.2. What University Should I Attend?
      3. 6.3. The Best Job in the World
      4. 6.4. Audio Content Delivery through Podcasting
      5. 6.5. Putting Marketing Back in Musicians' Control
      6. 6.6. Podcasting: More than Just Music
      7. 6.7. Grammar Girl Podcast
    4. 7. The New Rules of News Releases
      1. 7.1. News Releases in a Web World
      2. 7.2. The New Rules of News Releases
      3. 7.3. If They Find You, They Will Come
      4. 7.4. Driving Buyers into the Sales Process
      5. 7.5. Reach Your Buyers Directly
    5. 8. Going Viral: The Web Helps Audiences Catch the Fever
      1. 8.1. Minty-Fresh Explosive Marketing
      2. 8.2. Monitoring the Blogosphere for Viral Eruptions
      3. 8.3. Creating a World Wide Rave
      4. 8.4. Rules of the Rave
      5. 8.5. Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download
      6. 8.6. Viral Buzz for Fun and Profit
      7. 8.7. The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet
      8. 8.8. Clip This Coupon for $1 Million Off Ft. Myers, FL Home
      9. 8.9. When You Have Explosive News, Make It Go Viral
    6. 9. The Content-Rich Web Site
      1. 9.1. Political Advocacy on the Web
      2. 9.2. Content: The Focus of Successful Web Sites
      3. 9.3. Reaching a Global Marketplace
      4. 9.4. Putting It All Together with Content
      5. 9.5. Great Web Sites: More Art than Science
  7. III. Action Plan for Harnessing the Power of the New Rules
    1. 10. You Are What You Publish: Building Your Marketing and PR Plan
      1. 10.1. What Are Your Organization's Goals?
      2. 10.2. Buyer Personas and Your Organization
      3. 10.3. The Buyer Persona Profile
      4. 10.4. Reaching Senior Executives
      5. 10.5. The Importance of Buyer Personas in Web Marketing
      6. 10.6. In Your Buyers' Own Words
      7. 10.7. What Do You Want Your Buyers to Believe?
      8. 10.8. Developing Content to Reach Buyers
      9. 10.9. Obama for America
      10. 10.10. Stick to Your Plan
    2. 11. Online Thought Leadership to Brand Your Organization as a Trusted Resource
      1. 11.1. Developing Thought Leadership Content
      2. 11.2. Forms of Thought Leadership Content
        1. 11.2.1. White Papers
        2. 11.2.2. E-Books
        3. 11.2.3. Email Newsletters
        4. 11.2.4. Webinars
        5. 11.2.5. Wikis
        6. 11.2.6. Research and Survey Reports
        7. 11.2.7. Photos, Images, Graphs, and Charts
        8. 11.2.8. Blogs
        9. 11.2.9. Audio and Video
      3. 11.3. How to Create Thoughtful Content
      4. 11.4. Write What You Know
      5. 11.5. Leveraging Thought Leaders Outside of Your Organization
      6. 11.6. How Much Money Does Your Buyer Make?
    3. 12. How to Write for Your Buyers
      1. 12.1. An Analysis of Gobbledygook
      2. 12.2. Poor Writing: How Did We Get Here?
      3. 12.3. Effective Writing for Marketing and PR
      4. 12.4. The Power of Writing Feedback (from Your Blog)
    4. 13. How Web Content Influences the Buying Process
      1. 13.1. Segmenting Your Buyers
      2. 13.2. Elements of a Buyer-Centric Web Site
        1. 13.2.1. Think about Your Buyers' Preferred Media and Learning Styles
        2. 13.2.2. Develop a Site Personality
        3. 13.2.3. Photos and Images Tell Your Story
        4. 13.2.4. Include Interactive Content Tools
        5. 13.2.5. Make Feedback Loops Available
        6. 13.2.6. Provide Ways for Your Customers to Interact with Each Other
        7. 13.2.7. Create Content with Pass-Along Value that Could Go Viral
      3. 13.3. Using RSS to Deliver Your Web Content to Targeted Niches
      4. 13.4. Link Content Directly into the Sales Cycle
      5. 13.5. A Friendly Nudge
      6. 13.6. Close the Sale and Continue the Conversation
      7. 13.7. An Open-Source Marketing Model
    5. 14. Social Networking Sites and Marketing
      1. 14.1. Television's Eugene Mirman Is Very Nice and Likes Seafood
      2. 14.2. Facebook: Not Just for Students
      3. 14.3. Check Me Out on MySpace
      4. 14.4. Tweet Your Thoughts to the World
      5. 14.5. Social Networking and Personal Branding
      6. 14.6. Connecting with Fans
      7. 14.7. How Amanda Palmer Made $11,000 on Twitter in Two Hours
      8. 14.8. Which Social Networking Site Is Right for You?
      9. 14.9. You Can't Go to Every Party, So Why Even Try?
      10. 14.10. Optimizing Social Networking Pages
      11. 14.11. Start a Movement
    6. 15. Blogging to Reach Your Buyers
      1. 15.1. What Should You Blog About?
      2. 15.2. Blogging Ethics and Employee Blogging Guidelines
      3. 15.3. Blogging Basics: What You Need to Know to Get Started
      4. 15.4. Pimp Out Your Blog
      5. 15.5. Building an Audience for Your New Blog
      6. 15.6. Tag, and Your Buyer Is It
      7. 15.7. Fun with Sharpies (and Sharpie Fans)
      8. 15.8. Blogging Outside of North America
      9. 15.9. What Are You Waiting For?
    7. 16. Video and Podcasting Made, Well, as Easy as Possible
      1. 16.1. Video and Your Buyers
      2. 16.2. A Flip Video Camera in Every Pocket
      3. 16.3. Getting Started With Video
      4. 16.4. Knifing the Competition . . . and It's All Caught on Video
      5. 16.5. Podcasting 101
      6. 16.6. My Audio Is Your Podcast
    8. 17. How to Use News Releases to Reach Buyers Directly
      1. 17.1. Developing Your News Release Strategy
      2. 17.2. Publishing News Releases through a Distribution Service
      3. 17.3. Reaching Even More Interested Buyers with RSS Feeds
      4. 17.4. Simultaneously Publishing Your News Releases to Your Web Site
      5. 17.5. The Importance of Links in Your News Releases
      6. 17.6. Focus on the Keywords and Phrases Your Buyers Use
      7. 17.7. Include Appropriate Social Media Tags
      8. 17.8. If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!
    9. 18. The Online Media Room: Your Front Door for Much More Than the Media
      1. 18.1. Your Online Media Room as (Free) Search Engine Optimization
      2. 18.2. Best Practices for Online Media Rooms
        1. 18.2.1. You Control the Content
        2. 18.2.2. Start with a Needs Analysis
        3. 18.2.3. Optimize Your News Releases for Searching and for Browsing
        4. 18.2.4. Create Background Information That Helps Journalists Write Stories
        5. 18.2.5. Include Multimedia Content
        6. 18.2.6. Include Detailed Product Specs and Other Valuable Data
        7. 18.2.7. If Appropriate, Go Global
        8. 18.2.8. Provide Content for All Levels of Media Understanding
        9. 18.2.9. List Executive Appearances, Conferences, and Tradeshow Participation
        10. 18.2.10. Include Calls to Action for Journalists
        11. 18.2.11. Embrace Bloggers as You Do Traditional Journalists
        12. 18.2.12. Avoid Jargon, Acronyms, and Industry-Speak
      3. 18.3. An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees
      4. 18.4. Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room
    10. 19. The New Rules for Reaching the Media
      1. 19.1. Nontargeted, Broadcast Pitches Are Spam
      2. 19.2. The New Rules of Media Relations
      3. 19.3. Blogs and Media Relations
      4. 19.4. Launching Ideas with the U.S. Air Force
      5. 19.5. How to Pitch the Media
    11. 20. Search Engine Marketing
      1. 20.1. Making the First Page On Google
      2. 20.2. Search Engine Optimization
      3. 20.3. The Long Tail of Search
      4. 20.4. Carve Out Your Own Search Engine Real Estate
      5. 20.5. Web Landing Pages to Drive Action
      6. 20.6. Search Engine Marketing in a Fragmented Business
    12. 21. Make It Happen
      1. 21.1. Getting the Help You Need (and Rejecting What You Don't)
        1. 21.1.1. The One Question to Ask a Prospective Agency
        2. 21.1.2. When Lawyers Get in the Way
        3. 21.1.3. Bring a Journalist onto Your Team
        4. 21.1.4. Managing Your Colleagues and Bosses
      2. 21.2. Great for Any Organization
      3. 21.3. Now It's Your Turn
    13. Acknowledgments for the Second Edition
    14. About the Author
    15. Preview Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products That Grow Your Business Now
      1. Prologue
    16. Preview The New Rules of Social Media book series
      1. Inbound Marketing: Get Found Using Google, Social Media, and Blogs
      2. Get Seen: Online Video Secrets to Building Your Business
      3. Social Media Metrics: How to Measure and Optimize Your Marketing Investment
      4. Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video
      5. Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) that Engage Customers and Ignite Your Business