The new rules of marketing & PR : how to use social media, online video, mobile applications, blogs, news releases, & viral marketing to reach buyers directly (Book, 2011) [Salisbury University Libraries]
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The new rules of marketing & PR : how to use social media, online video, mobile applications, blogs, news releases, & viral marketing to reach buyers directly

The new rules of marketing & PR : how to use social media, online video, mobile applications, blogs, news releases, & viral marketing to reach buyers directly

Author: David Meerman Scott
Publisher: Hoboken, N.J. : John Wiley & Sons, ©2011.
Edition/Format:   Print book : English : 3rd edView all editions and formats
Summary:
"David Meerman Scott's marketing bible has become a modern day business classic. This is the book every ambitious, forward-thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough. The New Rules of Marketing and PR has brought thousands of marketers up to speed on the changing requirements of promoting  Read more...
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Details

Genre/Form: Spy fiction
Document Type: Book
All Authors / Contributors: David Meerman Scott
ISBN: 9781118026984 1118026985
OCLC Number: 704380081
Notes: Revised edition of: The new rules of marketing and PR. 2nd ed. c2010.
Includes index.
Description: xxxii, 366 pages : illustrations ; 23 cm
Contents: Foreword / Robert Scoble --
Introduction --
The new rules --
Trying to write like a blog, but in a book --
Showcasing innovative marketers --
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-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 --
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 group 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 --
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 enterprises --
How to reach bloggers around the world --
Do you allow employees to send email? 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 --
Have fun with your videos --
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 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 --
9. 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 --
10. Marketing and pr in real time --
Real-time marketing and pr --
Develop your real-time mind-set --
Real-time blog post drives $1 million in new business --
The time is now --
Crowdsourced support. III. Action plan for harnessing the power of the new rules --
11. You are what you publish: building your marketing and pr plan --
What are your organization's goals? --
Buyer personas and your organization --
The buyer person profile --
Reaching senior executives --
The importance of buyer personas in web marketing --
In your buyer's 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 --
12. 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? --
13. 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) --
14. 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 --
15. Mobile marketing: reaching buyers wherever they are --
Make your site mobile friendly --
Build your audience via mobile --
Geolocation: when your buyer is nearby --
The mobile media room --
An app for anything --
Cyber graffiti with WiFi network names as advertising --
16. Social networking sites and marketing --
Television's Eugene Mirman is very nice and likes seafood --
Facebook: not just for students --
Check me out in MySpace --
Tweet your thoughts to the world --
Social networking and personal branding --
The Horse Twitterer --
Connecting with fans --
How Amanda Palmer made $11,000 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 --
Integrate social media into an offline conference or event --
Start a movement --
Why participating in social media is like exercise. 17. 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? --
18. Video and podcasting made, well, as easy as possible --
Video and your buyers --
Business-casual video --
Stop obsessing over video release forms --
A flip video camera in every pocket --
Getting started with video --
Video created for buyers generates sales leads --
Podcasting 101 --
19. 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! --
20. 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 --
21. The new rules for reaching the media --
Nontargeted, broadcast pitches are spam --
The new rules for 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 --22. 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 --
23. Make it happen --
Getting the help you need (and rejecting what you don't) --
Great for any organization --
Now it's your turn.
Other Titles: New rules of marketing and PR
Responsibility: David Meerman Scott.

Abstract:

David Meerman Scott's marketing bible has become a modern day business classic. This is the book every ambitious, forward-thinking, progressive marketer or publicist has at the front of their shelf.  Read more...
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