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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
Author
Publisher
John Wiley & Sons
Publication Date
c2010
Language
English
Description
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Table of Contents
From the Book - 2nd ed.
Foreword / Robert Scoble
Welcome to the Second Edition of the New Rules
Second Edition
Introduction
The New Rules
Trying to Write Like a Blog, But in a Book
Showcasing Innovative Marketer
I. How the Web Has Changed the Rules of Marketing and PR
1. 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-Pony 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
2. The New Rules of Marketing and PR
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
3. 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
Tell Your Organization's Story Directly
Know the Goals and Let Content Drive Action
Content and Thought Leadership
II. Web-Based Communications to Reach Buyers Directly
4. Social Media and Your Targeted Audience
What Is Social Media, Anyway?
Social Media Is a Cocktail Party
Facebook Croup Drives 15,000 People to Singapore Tattoo Show
The New Rules of Job Search
How David Murray Found a New Job via Twitter
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
5. Blogs: Tapping Millions of Evangelists to Tell Your Story
Blogs, Blogging, and Bloggers
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
How to Reach Bloggers Around the World
Do You Allow Employees to Send E-Mail? How about Letting Them Blog?
Breaking Boundaries: Blogging at McDonald's
The Power of Blogs
Get Started Today
6. Audio and Video Drive Action
Digging Digg Video
What University Should I Attend
The Best Job in the World
Audio Content Delivery Through Podcasting
Putting Marketing Back in Musicians' Control
Podcasting: More Than Just Music
Grammar Girl Podcast
7. 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
8. Going Viral: The Web Helps Audiences Catch the Fever
Minty-Fresh Explosive Marketing
Monitoring the Blogosphere for Viral Eruptions
Creating a World Wide Rove
Rules of the Rave
Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download
Viral Buzz for Fun and Profit
The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet
Clip This Coupon for $ 1 Million Off Ft. Myers, FL Home
When You Have Explosive News, Make It Go Viral
9. The Content-Rich Web Site
Political Advocacy on the Web
Content: The Focus of Successful Web Sites
Reaching a Global Marketplace
Putting It All Together with Content
Great Web Sites: More Art Than Science
III. Action Plan for Harnessing the Power of the New Rules
10. 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
Obama for America
Stick to Your Plan
11. 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
Write What You Know
Leveraging Thought Leaders Outside of Your Organization
How Much Money Does Your Buyer Make?
12. How to Write 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)
13. How Web Content Influences the Buying Process
Segmenting Your Buyers
Elements of a Buyer-Centric Web Site
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
14. Social Networking Sites and Marketing
Television's Eugene Mirman is Very Nice and Likes Seafood
Facebook: Not Just for Students
Check Me Out on MySpace
Tweet Your Thoughts to the World
Social Networking and Personal Branding
Connecting with Fans
How Amanda Palmer Made $ 1,000 on Twitter in Two Hours
Which Social Networking Site is Right for You?
You Can't Go to Every Party, So Why Even Try?
Optimizing Social Networking Pages
Stan a Movement
15. 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)
Blogging Outside of North America
What Are You Waiting For?
16. Video and Podcasting Made, Well, as Easy as Possible
Video and Your Buyers
A Flip Video Camera in Every Pocket
Getting Started with Video
Knifing the Competition ... and It's All Caught on Video
Podcasting 101
My Audio Is Your Podcast
17. 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 Web Site
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!
18. The Online Media Room: Your Front Door for Much More Than the Media
Your Online Media Room as (Free) Search Engine Optimization
Best Practices for Online Media Rooms
An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees
Really Simple Marketing: The importance of RSS Feeds in Your Online Media Room
19. The New Rules for Reaching the Media
Nontargeted, Broadcast Pitches Are Spam
The New Rules of Media Relations
Blogs and Media Relations
Launching ideas with the U.S. Air Force
How to Pitch the Media
20. 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 o Fragmented Business
21. Make It Happen
Getting the Help you Need (and Rejecting What You Don't)
Great for Any Organization
Now It's Your Turn
Acknowledgments for the Second Edition
Index
About the Author
Preview: World Wide Rave
Preview: The New Rules of Social Media book series
Excerpt
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Author Notes
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Subjects
Subjects
BUSINESS & ECONOMICS
BUSINESS & ECONOMICS -- E-Commerce -- Internet Marketing
BUSINESS & ECONOMICS -- Mail Order
BUSINESS & ECONOMICS -- Marketing -- Direct
BUSINESS & ECONOMICS -- Marketing -- Multilevel
BUSINESS & ECONOMICS -- Marketing -- Telemarketing
Direct
E-Commerce
Internet
Internet marketing
Mail Order
Marketing
Marketing sur Internet
Marknadsföring via Internet
Mercadotecnia por Internet
Multilevel
Online-Marketing
Öffentlichkeitsarbeit
PR
Public relations
Relaciones públicas
Relations publiques
Telemarketing
Unternehmen
World Wide Web 2.0
BUSINESS & ECONOMICS -- E-Commerce -- Internet Marketing
BUSINESS & ECONOMICS -- Mail Order
BUSINESS & ECONOMICS -- Marketing -- Direct
BUSINESS & ECONOMICS -- Marketing -- Multilevel
BUSINESS & ECONOMICS -- Marketing -- Telemarketing
Direct
E-Commerce
Internet
Internet marketing
Mail Order
Marketing
Marketing sur Internet
Marknadsföring via Internet
Mercadotecnia por Internet
Multilevel
Online-Marketing
Öffentlichkeitsarbeit
PR
Public relations
Relaciones públicas
Relations publiques
Telemarketing
Unternehmen
World Wide Web 2.0
More Details
ISBN
9780470547816
9780470606650
9780470606643
9780470606636
9780470606650
9780470606643
9780470606636
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