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

ISBN-10: 1118488768

ISBN-13: 9781118488768

Edition: 4th 2013

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The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of successThe New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and more can leverage Web-based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns. Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they're ready.Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo-sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedInDavid Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot and Eloqua, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.
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Book details

List price: $24.00
Edition: 4th
Copyright year: 2013
Publisher: John Wiley & Sons, Incorporated
Publication date: 7/1/2013
Binding: Paperback
Pages: 464
Size: 6.00" wide x 9.25" long x 1.25" tall
Weight: 1.474

Foreword
Introduction
The New Rules
Life with the New Rules
What's New
Writing Like on a Blog, But in a Book
Showcasing Successful Marketers
How the Web Has Changed the Rules of Marketing and PR
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
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
Advice from the Company President
The Long Tail of PR
The New Rules of Marketing and PR
The Convergence of Marketing and PR on the Web
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
Buyer Personas: The Basics
Think Like a Publisher
Staying Connected with Members and the Community
Know the Goals and Let Content Drive Action
Content and Thought Leadership
Web-Based Communications to Reach Buyers Directly
Social Media and Your Targeted Audience
What Is Social Media, Anyway?
Social Media Is a Cocktail Party
Facebook Group Drives 15,000 People to Singapore Tattoo Show
The New Rules of job Search
How to Find a New job via Social Media
Insignificant Backwaters or Valuable Places to Connect?
Your Best Customers Participate in Online Forums-So Should You
Your Space in the Forums
Wikis, Listservs, and Your Audience
Creating Your Own Wiki
Social Networking Drives Adagio Teas' Success
Blogs: Tapping Millions of Evangelists to Tell Your Story
Blogs, Blogging, and Bloggers
A Blog (or Not a Blog)
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
Work with the Bloggers Who Talk about You
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
The Power of Blogs
Get Started Today
Audio and Video Drive Action
Create Goodwill with Customers
What University Should I Attend?
The Best Job in the World
Have Fun with Your Videos
Audio Content Delivery through Podcasting
Putting Marketing Back in Musicians' Control
Podcasting: More Than Just Music
Grammar Girl Podcast
The New Rules of News Releases
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
Reach Your Buyers Directly
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
The Content-Rich Website
Political Advocacy on the Web
Content: The Focus of Successful Websites
Reaching a Global Marketplace
Putting It All Together with Content
Great Websites: More Art Than Science
Marketing and PR in Real Time
Real-Time Marketing and PR
Develop Your Real-Time Mind-Set
Real-Time Blag Post Drives $1 Million in New Business
The Time Is Now
Crowdsourced Support
Action Plan for Harnessing the Power of the New Rules
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
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
Registration or Not? Data from an e-Book Offer
Educating Your Salespeople about the New Sales Cycle
Obama for America
Stick to Your Plan
Online Thought Leadership to Brand Your Organization as a Trusted Resource
Developing Thought Leadership Content
Forms of Thought Leadership Content
How to Create Thoughtful Content
Leveraging Thought Leaders Outside of Your Organization
How Much Money Does Your Buyer Make?
How to Create 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)
Brand Journalism at Boeing
How Web Content Influences the Buying Process
Segmenting Your Buyers
Elements of a Buyer-Centric Website
Using RSS to Deliver Your Web Content to Targeted Niches
Link Content Directly into the Sales Cycle
A Friendly Nudge
Close the Sale and Continue the Conversation
An Open-Source Marketing Model
How a Content Strategy Grew Business by 50 Percent in One Year
Mobile Marketing: Reaching Buyers Wherever They Are
Make Your Site Mobile Friendly
Build Your Audience via Mobile
Geolocation: When Your Buyer Is Nearby
QR Codes to Drive People to Your Content
The Mobile Media Room
An App for Anything
Cyber Graffiti with WiFi Network Names as Advertising
Social Networking Sites and 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 LinkedIn Profile
Tweet Your Thoughts to the World
Social Networking and Personal Branding
The Horse Twitterer
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
Start a Movement
Social Networking and Crisis Communications
Why Participating in Social Media is Like Exercise
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
Fun with Sharpies (and Sharpie Fans)
Cities That Blog
Blogging Outside of North America
What Are You Waiting For?
An Image Is Worth a Thousand Words
Photographs as Compelling Content Marketing
Why I Love Instagram
How to Market an Expensive Product with Original Photographs
Sharing with Pinterest
Infographics
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
Video to Showcase Your Expertise
Getting Started with Video
Video Created for Buyers Generates Sales Leads
Podcasting 101
How to Use News Releases to Reach Buyers Directly
Developing Your News Release Strategy
Publishing News Releases through a Distribution Service
Reaching Even More Interested Buyers with RSS Feeds
Simultaneously Publishing 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!
Your Newsroom: A Front Door for Much More Than the Media
Your Newsroom as (Free) Search Engine Optimization
Best Practices for Newsrooms
Start with a Needs Analysis
A Newsroom to Reach Journalists, Customers, and Bloggers
Really Simple Marketing: The Importance of RSS Feeds in Your Newsroom
The New Rules for Reaching the Media
Nontargeted, Broadcast Pitches Are Spam
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
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
Search Engine Marketing
Making the First Page on Google
Search Engine Optimization
The Long Tail of Search
Carve Out Your Own Search Engine Real Estate
Web Landing Pages to Drive Action
Search Engine Marketing in a Fragmented Business
Make It Happen
Your Mind-Set
Manage Your Fear
Getting the Help You Need (and Rejecting What You Don't)
Great for Any Organization
Now It's Your Turn
Acknowledgments for the Fourth Edition
About the Author
Preview: Real-Time Marketing & PR
Preview: The New Rules of Social Media Book Series
Index
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