You are previewing 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, 5th Edition.
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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, 5th Edition

Book Description

The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success

This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility, and increase sales. This practical guide is written for marketing professionals, PR professionals, and entrepreneurs who want to grow their businesses and create success. Learn how companies, nonprofits, and organizations of all sizes can leverage web-based content to get timely, relevant information to eager, responsive buyers for a fraction of the cost of big-budget campaigns.

This fifth edition—the most extensively revised edition yet—includes:

  • Dozens of compelling case studies with revisions
  • Real-world examples of content marketing and inbound marketing strategies and tactics
  • A fresh introduction
  • A new chapter on sales and service
  • Coverage of the latest social media platforms, including Periscope, Meerkat, and Snapchat

The New Rules of Marketing & PR is an unparalleled resource for entrepreneurs, business owners, nonprofit managers, and all of those working in marketing or publicity departments. This practical guide shows how to devise successful marketing and PR strategies to grow any business.

David Meerman Scott is a marketing strategist, bestselling author of ten books—including three international bestsellers—advisor to emerging companies such as HubSpot, and a professional speaker on marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two publicly traded US companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.

Table of Contents

  1. Cover
  2. Praise for The New Rules of Marketing & PR
  3. Title Page
  4. Copyright
  5. Dedication
  6. Foreword
  7. Introduction
    1. The New Rules
    2. Life with the New Rules
    3. What's New
    4. Writing Like on a Blog, But in a Book
    5. Showcasing Success
  8. Part I: How the Web Has Changed the Rules of Marketing and PR
    1. Chapter 1: The Old Rules of Marketing and PR Are Ineffective in an Online World
      1. Advertising: A Money Pit of Wasted Resources
      2. One-Way Interruption Marketing Is Yesterday's Message
      3. The Old Rules of Marketing
      4. Public Relations Used to Be Exclusively about the Media
      5. Public Relations and Third-Party Ink
      6. Yes, the Media Are Still Important
      7. Press Releases and the Journalistic Black Hole
      8. The Old Rules of PR
      9. Learn to Ignore the Old Rules
    2. Chapter 2: The New Rules of Marketing and PR
      1. The Most Important Communication Revolution in Human History
      2. Open for Business
      3. The Long Tail of Marketing
      4. Tell Me Something I Don't Know, Please
      5. Bricks-and-Mortar News
      6. The Long Tail of PR
      7. The New Rules of Marketing and PR
      8. The Convergence of Marketing and PR on the Web
    3. Chapter 3: Reaching Your Buyers Directly
      1. The Right Marketing in a Wired World
      2. Let the World Know about Your Expertise
      3. Develop Information Your Buyers Want to Consume
      4. Big Birge Plumbing Company Grows Business in a Competitive Market
      5. Buyer Personas: The Basics
      6. Think Like a Publisher
      7. Staying Connected with Members and the Community
      8. Know the Goals and Let Content Drive Action
      9. Content and Thought Leadership
  9. Part II: Web-Based Communications to Reach Buyers Directly
    1. Chapter 4: Social Media and Your Targeted Audience
      1. What Is Social Media, Anyway?
      2. Social Media Is a Cocktail Party
      3. “Upgrade to Canada” Social Program Nabs Tourists from Other Countries
      4. Social Networking and Agility
      5. The New Rules of Job Search
      6. How to Find a New Job via Social Media
      7. Insignificant Backwaters or Valuable Places to Connect?
      8. Your Best Customers Participate in Online Forums—So Should You
      9. Your Space in the Forums
      10. Wikis, Listservs, and Your Audience
      11. Social Networking Drives Adagio Teas' Success
    2. Chapter 5: Blogs: Tapping Millions of Evangelists to Tell Your Story
      1. Blogs, Blogging, and Bloggers
      2. A Blog (or Not a Blog)
      3. California Lawyer Blogs to Build Authority and Drive More Business
      4. Understanding Blogs in the World of the Web
      5. The Four Uses of Blogs for Marketing and PR
      6. Monitor Blogs—Your Organization's Reputation Depends on It
      7. Comment on Blogs to Get Your Viewpoint Out There
      8. Work with the Bloggers Who Talk about You
      9. Bloggers Love Interesting Experiences
      10. How to Reach Bloggers around the World
      11. Do You Allow Employees to Send Email? How about Letting Them Blog?
      12. Not Another Junky Blog
      13. The Power of Blogs
      14. Get Started Today
    3. Chapter 6: Audio and Video Drive Action
      1. Create Goodwill with Customers
      2. What University Should I Attend?
      3. The Best Job in the World
      4. Have Fun with Your Videos
      5. Audio Content Delivery through Podcasting
      6. Hack the Entrepreneur Podcast Delivers New Customers for Host's Business
      7. Grammar Girl Podcast
    4. Chapter 7: Going Viral: The Web Helps Audiences Catch the Fever
      1. Minty-Fresh Explosive Marketing
      2. Monitoring the Blogosphere for Viral Eruptions
      3. Creating a World Wide Rave
      4. Rules of the Rave
      5. Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download
      6. Using Creative Commons to Facilitate Mashups and Spread Your Ideas
      7. Viral Buzz for Fun and Profit
      8. The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet
      9. Clip This Coupon for $1 Million Off Fort Myers, Florida, Home
      10. When You Have Explosive News, Make It Go Viral
    5. Chapter 8: The Content-Rich Website
      1. Political Advocacy on the Web
      2. Content: The Focus of Successful Websites
      3. Reaching a Global Marketplace
      4. Putting It All Together with Content
      5. Great Websites: More Art Than Science
    6. Chapter 9: Marketing and PR in Real Time
      1. Real-Time Marketing and PR
      2. John Green Thumps Tom Cruise
      3. Develop Your Real-Time Mind-Set
      4. Real-Time Blog Post Drives $1 Million in New Business
      5. The Time Is Now
      6. Chronicle Your Life and Business with Live Video Feeds
      7. Crowdsourced Support
  10. Part III: Action Plan for Harnessing the Power of the New Rules
    1. Chapter 10: You Are What You Publish: Building Your Marketing and PR Plan
      1. What Are Your Organization's Goals?
      2. Buyer Personas and Your Organization
      3. The Buyer Persona Profile
      4. How Beko Develops Products Global Consumers Are Eager to Buy
      5. Reaching Senior Executives
      6. The Importance of Buyer Personas in Web Marketing
      7. In Your Buyers' Own Words
      8. What Do You Want Your Buyers to Believe?
      9. Developing Content to Reach Buyers
      10. Marketing Strategy Planning Template
      11. The New Rules of Measurement
      12. Asking Your Buyer for a Date
      13. Measuring the Power of Free
      14. What You Should Measure
      15. Stop Thinking of Content Creation as a Marketing Expense
      16. Obama for America
      17. Stick to Your Plan
    2. Chapter 11: Growing Your Business: How Marketing and PR Drive Sales
      1. It's Time for a Sales Transformation
      2. How Web Content Influences the Buying Process
      3. Tips for Creating a Buyer-Centric Website
      4. Step 1: Sales Begin with Informational Content
      5. Step 2: A Friendly Nudge
      6. Step 3: Closing the Deal
      7. An Open-Source Marketing Model
      8. Salespeople as Content Curators
      9. Your Company's Salesperson-in-Chief
      10. Educating Your Salespeople about the New Buying Process
      11. Registration or Not? Data from an E-Book Offer
      12. Close the Sale—Continue the Conversation
      13. Measure and Improve
      14. How a Content Strategy Grew Business by 50 Percent in One Year
    3. Chapter 12: Online Thought Leadership to Brand Your Organization as a Trusted Resource
      1. Developing Thought Leadership Content
      2. Forms of Thought Leadership Content
      3. How to Create Thoughtful Content
      4. How Raytheon Uses Journalists to Create Interesting Content
      5. Thought Leadership in Highly Regulated Industries
      6. Leveraging Thought Leaders outside Your Organization
      7. Who Wrote That Awesome White Paper?
      8. How Much Money Does Your Buyer Make?
    4. Chapter 13: How to Write for Your Buyers
      1. An Analysis of Gobbledygook
      2. Poor Writing: How Did We Get Here?
      3. Effective Writing for Marketing and PR
      4. The Power of Writing Feedback (from Your Blog)
      5. Injecting Humor into Product Descriptions
      6. Brand Journalism at Boeing
    5. Chapter 14: Mobile Marketing: Reaching Buyers Wherever They Are
      1. Join the Revolution
      2. Make Your Site Mobile Friendly
      3. Build Your Audience via Mobile
      4. Geolocation: When Your Buyer Is Nearby
      5. QR Codes to Drive People to Your Content
      6. The Mobile Media Room
      7. An App for Anything
      8. Cyber Graffiti with WiFi Network Names as Advertising
    6. Chapter 15: Social Networking as Marketing
      1. Television's Eugene Mirman Is Very Nice and Likes Seafood
      2. Facebook: Not Just for Students
      3. How to Use Facebook to Market Your Product or Service
      4. Increase Engagements with Facebook Groups and Apps
      5. Why Google Plus Is Important for Your Business
      6. Check Out My LinkedIn Profile
      7. Tweet Your Thoughts to the World
      8. Social Networking and Personal Branding
      9. The Horse Twitterer
      10. The CIA Joins Twitter
      11. The Sharing More Than Selling Rule
      12. Connecting with Fans
      13. How Amanda Palmer Raised a Million Dollars via Social Networking
      14. Which Social Networking Site Is Right for You?
      15. You Can't Go to Every Party, So Why Even Try?
      16. Optimizing Social Networking Pages
      17. Integrate Social Media into an Offline Conference or Event
      18. Build a Passionate Fan Base
      19. Social Networking and Crisis Communications
      20. Why Participating in Social Media Is Like Exercise
    7. Chapter 16: Blogging to Reach Your Buyers
      1. What Should You Blog About?
      2. Blogging Ethics and Employee Blogging Guidelines
      3. Blogging Basics: What You Need to Know to Get Started
      4. Pimp Out Your Blog
      5. Building an Audience for Your New Blog
      6. Tag, and Your Buyer Is It
      7. Fun with Sharpies (and Sharpie Fans)
      8. Cities That Blog
      9. Blogging outside North America
      10. What Are You Waiting For?
    8. Chapter 17: An Image Is Worth a Thousand Words
      1. Photographs as Compelling Content Marketing
      2. Images of Real People Work Better Than Inane Stock Photos
      3. How to Market an Expensive Product with Original Photographs
      4. Why I Love Instagram
      5. Sharing with Pinterest
      6. The Power of SlideShare for Showcasing Your Ideas
      7. Infographics
    9. Chapter 18: Video and Podcasting Made, Well, as Easy as Possible
      1. Video and Your Buyers
      2. Business-Casual Video
      3. Stop Obsessing over Video Release Forms
      4. Your Smartphone Is All You Need
      5. Video to Showcase Your Expertise
      6. Getting Started with Video
      7. Video Created for Buyers Generates Sales Leads
      8. Podcasting 101
    10. Chapter 19: How to Use News Releases to Reach Buyers Directly
      1. News Releases in a Web World
      2. The New Rules of News Releases
      3. If They Find You, They Will Come
      4. Driving Buyers into the Sales Process
      5. Developing Your News Release Strategy
      6. Publishing News Releases through a Distribution Service
      7. Reach Even More Interested Buyers with RSS Feeds
      8. Simultaneously Publish Your News Releases to Your Website
      9. The Importance of Links in Your News Releases
      10. Focus on the Keywords and Phrases Your Buyers Use
      11. Include Appropriate Social Media Tags
      12. If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!
    11. Chapter 20: Your Newsroom: A Front Door for Much More Than the Media
      1. Your Newsroom as (Free) Search Engine Optimization
      2. Reaching Reporters and Editors and Telling Your Story
      3. Best Practices for Newsrooms
      4. Ontario University Shines Spotlight on Faculty Researchers
      5. A Newsroom to Reach Journalists, Customers, and Bloggers
    12. Chapter 21: The New Rules for Reaching the Media
      1. “Re:,” Nontargeted Pitches, and Other Sleazy Tactics
      2. The New Rules of Media Relations
      3. Blogs and Media Relations
      4. How Blog Mentions Drive Mainstream Media Stories
      5. Launching Ideas with the U.S. Air Force
      6. How to Pitch the Media
    13. Chapter 22: Newsjacking Your Way into the Media
      1. Journalists Are Looking for What You Know
      2. Get Your Take on the News into the Marketplace of Ideas
      3. How to Find News to Jack
      4. When the Story Is Already (Sort of) about You
      5. Twitter Is Your Newsjacking Tool
      6. Beware: Newsjacking Can Damage Your Brand
      7. Newsjacking for Fun and Profit
    14. Chapter 23: Search Engine Marketing
      1. Making the First Page on Google
      2. Search Engine Optimization
      3. The Long Tail of Search
      4. Carve Out Your Own Search Engine Real Estate
      5. Web Landing Pages to Drive Action
      6. Optimizing the Past
      7. Search Engine Marketing in a Fragmented Business
    15. Chapter 24: Make It Happen
      1. Your Mind-Set
      2. The Journey from a Traditional Marketing Executive to a Modern CMO
      3. Manage Your Fear
      4. Getting the Help You Need (and Rejecting What You Don't)
      5. Great for Any Organization
      6. Now It's Your Turn
  11. Acknowledgments for the Fifth Edition
  12. About the Author
  13. Preview: The New Rules of Sales and Service
    1. The Time Is NOW
    2. Living in the Past: The Old School of Sales and Service
    3. First Marketing and PR, Now Sales and Service
    4. Living Real-Time and Mobile Has Changed Everything We Do
    5. Why Sales and Service Are Experiencing a Revolutionary Transformation
    6. Restoring the Human Touch: The Compelling Power of Authenticity
    7. The Importance of Story
    8. Social Media Is All about Connecting and Sharing
    9. Content Drives Sales and Service
    10. We're All in Sales and Service Now
    11. Online Content That Informs, Entertains…and Sells Insurance
    12. Learning from Examples: How the Successes of Others Can Provide Ideas and Options for Your Own Organization
  14. Have David Meerman Scott Speak at Your Next Event!
  15. Index
  16. End User License Agreement