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.
Foreword Robert Scoble.
Welcome to the New Rules.
Introduction.
IHow the Web Has Changed the Rules of Marketing and PR.
1 The Old Rules of Marketing and PR Are Ineffective in an Online World.
2 The New Rules of Marketing and PR.
3 Reaching Your Buyers Directly.
IIWeb-Based Communications to Reach Buyers Directly.
4 Blogs: Tapping Millions of Evangelists to Tell Your Story.
5 The New Rules of News Releases.
6 Audio Content Delivery through Podcasting.
7 Forums, Wikis, and Your Targeted Audience.
8 Going Viral: The Web Helps Audiences Catch the Fever.
9 The Content-Rich Web Site.
IIIAction Plan for Harnessing the Power of the New Rules.
10 You Are What You Publish: Building Your Marketing and PR Plan.
11 Online Thought Leadership to Brand Your Organization as a Trusted Resource.
12 How to Write for Your Buyers.
13 How Web Content Influences the Buying Process.
14 How to Use News Releases to Reach Buyers Directly.
15 The Online Media Room: Your Front Door for Much More Than the Media.
16 The New Rules for Reaching the Media.
17 Blogging to Reach Your Buyers.
18 Podcasting and Video Made, Well, as Easy as Possible.
19 Social Networking Sites and Marketing.
20 Search Engine Marketing.
21 Make It Happen.
Acknowledgments.
Index.
About the Author.
Preview: World Wide Rave.
David Meerman Scott is an award-winning marketing strategist, best-selling author, conference speaker, and seminar leader.
Totally updated with a new introduction and fresh insights on social media
The Internet and social media have transformed the way companies communicate with consumers. The New Rules of Marketing and PR shows you how to leverage the potential of Web-based communication to build a personal link with your market. Forget old advertising tactics that don't work online. Adopt the new rules and start a profitable relationship with your buyers and those who influence them.
Praise for The New Rules of Marketing and PR
"This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition."
—Publishers Weekly (starred review)
"[Scott] goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules that shows you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life histories and an engaging style."
—Jay Conrad Levinson, "The Father of Guerrilla Marketing" and author of the Guerrilla Marketing series of books
"The New Rules of Marketing and PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization."
—Mark Levy, coauthor of How to Persuade People Who Don't Want to Be Persuaded and founder of Levy Innovation, a marketing strategy company
"'Revolution' may be an overused word in describing what the Internet has wrought, but revolution is exactly what Scott embraces and propels forward in this book. With this rule book to the online revolution, you can learn how to win minds and markets, playing by the rules of new media."
—Don Dunnington, President of the International Association of Online Communicators (IAOC), Director of Business Communications at K-Tron International, and graduate instructor in online communication at Rowan University
Publisher: John Wiley & Sons
Distributor: John Wiley & Sons
Publication Date: 11-03-2008
Pages: 320
Measurements: 219.0mm X 139.0mm X 21.7mm X 11.456oz
