The new rules of marketing & PR : how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly /: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. (2020)

• Record Type: Book
• Further Information: Note: David Meerman Scott.
• Authors: Scott, David Meerman
• Contents: Introduction 1 The New Rules 4 Life with the New Rules 6 What’s New 8 Writing Like on a Blog, but in a Book 10 Showcasing Success 11 I How the Web Has Changed the Rules of Marketing and PR 13 1 The Old Rules of Marketing and PR are Ineffective in an Online World 15 Advertising: A Money Pit of Wasted Resources 18 One-Way Interruption Marketing is Yesterday’s Message 19 The Old Rules of Marketing 20 Public Relations Used to Be Exclusively about the Media 21 Public Relations and Third-Party Ink 22 Yes, the Media are Still Important 22 Press Releases and the Journalistic Black Hole 23 The Old Rules of PR 24 Learn to Ignore the Old Rules 25 2 The New Rules of Marketing and PR 27 The Most Important Communications Revolution in Human History 28 Open for Business 29 The Long Tail of Marketing 32 Tell Me Something I Don’t Know, Please 33 Bricks-and-Mortar News 34 The Long Tail of PR 35 The New Rules of Marketing and PR 36 The Convergence of Marketing and PR on the Web 38 3 Reaching Your Buyers Directly 39 The Right Marketing in a Wired World 40 Let the World Know about Your Expertise 41 Develop Information Your Buyers Want to Consume 43 Big Birge Plumbing Company Grows Business in a Competitive Market 44 Buyer Personas: The Basics 45 Think Like a Publisher 49 Staying Connected with Members and the Community 50 Know the Goals and Let Content Drive Action 52 Real-Time Business at American Airlines Reaches Buyers Directly 53 II Web-Based Communications to Reach Buyers Directly 59 4 Social Media and Your Targeted Audience 61 What is Social Media, Anyway? 62 Social Media is a Cocktail Party 63 “Upgrade to Canada” Social Program Nabs Tourists from Other Countries 64 Social Networking and Agility 65 When Social Networking Doesn’t Work: The Cannabis Business in America 66 The New Rules of Job Search 69 How to Find a New Job via Social Media 70 Social Networking Drives Adagio Teas’ Success 72 5 Blogs: Tapping Millions of Evangelists to Tell Your Story 77 Why You Still Need a Blog in the Age of Social Networking 79 Blogs, Blogging, and Bloggers 80 A Blog (or Not a Blog) 81 California Lawyer Blogs to Build Authority and Drive More Business 83 Understanding Blogs in the World of the Web 85 The Four Uses of Blogs for Marketing and PR 87 Monitor Blogs—Your Organization’s Reputation Depends on It 88 Comment on Blogs to Get Your Viewpoint Out There 89 Bloggers Love Interesting Experiences 90 How to Reach Bloggers around the World 91 Do You Allow Employees to Send Email? How about Letting Them Blog? 92 Not Another Junky Blog 93 Get Started Today 95 6 Audio and Video Drive Action 97 Improv with the CIO 97 What University Should I Attend? 99 Building a Business One YouTube Video at a Time 100 Have Fun with Your Videos 103 Audio Content Delivery through Podcasting 104 Hack the Entrepreneur Podcast Delivers New Clients for Host’s Consulting Business 106 Grammar Girl Podcast 108 7 The Content-Rich Website 111 Political Advocacy on the Web 112 Content: The Focus of Successful Websites 114 Reaching a Global Marketplace 114 Make Your Site Mobile Friendly 115 Putting It All Together with Content 117 Great Websites: More Art Than Science 118 8 Marketing and PR in Real Time 123 Real-Time Marketing and PR 124 John Green Thumps Tom Cruise 126 Develop Your Real-Time Mind-Set 127 Real-Time Blog Post Drives $1 Million in New Business 130 The Time is Now 132 Snapchat for Business 137 Crowdsourced Support 139 9 Artificial Intelligence and Machine Learning for Marketing and PR 143 AI-Powered Marketing and PR 144 Your Marketing May Already Be AI-Powered 147 Find Ways for AI to Benefi t Customers 149 Creating an AI Project 150 Making AI a Part of Your Marketing 152 Remaining Human in a World of AI 154 III Action Plan for Harnessing the Power of the New Rules 157 10 You are What You Publish: Building Your Marketing and PR Plan 159 What are Your Organization’s Goals? 160 Buyer Personas and Your Organization 162 The Buyer Persona Profile 163 How Beko Develops Products Global Consumers are Eager to Buy 166 Reaching Senior Executives 167 The Importance of Buyer Personas in Web Marketing 168 In Your Buyers’ Own Words 168 What Do You Want Your Buyers to Believe? 171 Developing Content to Reach Buyers 173 Marketing Strategy Planning Template 175 The New Rules of Measurement 179 Asking Your Buyer for a Date 180 Measuring the Power of Free 180 What You Should Measure 181 Stop Thinking of Content Creation as a Marketing Expense 182 Stick to Your Plan 184 11 Growing Your Business: How Marketing and PR Drive Sales 187 It’s Time for a Sales Transformation 187 How Web Content Influences the Buying Process 189 Tips for Creating a Buyer-Centric Website 191 Step 1: Sales Begin with Informational Content 195 Step 2: A Friendly Nudge 197 Step 3: Closing the Deal 197 Triathlon Coach Delivers Content for All Ability Levels 198 Salespeople as Content Curators 200 Your Company’s Salesperson-in-Chief 201 Educating Your Salespeople about the New Buying Process 203 Registration or Not? Data from an E-Book Offer 204 Close the Sale—Continue the Conversation 205 Measure and Improve 206 How a Content Strategy Grew Business by 50 Percent in One Year 206 12 Strategies for Creating Awesome Content 211 Ways to Get Your Information Out There 212 How to Create Thoughtful Content 218 How Raytheon Uses Journalists to Create Interesting Content 219 Content Creation in Highly Regulated Industries 221 Leveraging Thought Leaders outside Your Organization 224 Who Wrote That Awesome White Paper? 224 How Much Money Does Your Buyer Make? 225 13 How to Write for Your Buyers 229 An Analysis of Gobbledygook 230 Poor Writing: How Did We Get Here? 231 Effective Writing for Marketing and PR 233 The Power of Writing Feedback (from Your Blog) 234 Injecting Humor into Product Descriptions 235 Brand Journalism at Boeing 236 14 Social Networking as Marketing 239 Television’s Eugene Mirman is Very Nice and Likes Seafood 240 How to Use Facebook to Market Your Product or Service 241 Increase Engagements with Facebook Groups 244 Check Out My LinkedIn Profile 245 Tweet Your Thoughts to the World 248 Social Networking and Personal Branding 249 The CIA Joins Twitter 252 The Sharing More Than Selling Rule 253 Connecting with Fans 256 How Amanda Palmer Raised a Million Dollars via Social Networking 257 Which Social Networking Site is Right for You? 258 Nextdoor, the Social Network for Local Businesses 260 You Can’t Go to Every Party, So Why Even Try? 261 Optimizing Social Networking Pages 262 Integrate Social Media into an Offline Conference or Event 263 Build a Passionate Fan Base 264 Social Networking and Crisis Communications 266 Why
• Edition: Seventh edition
• Publisher Details: Hoboken, New Jersey : John Wiley & Sons, Inc
• Publication Date: 2020
• Extent: 1 online resource
• Subjects: 658.872; Internet marketing; Internet in public relations
• Languages: English
• ISBNs: 9781119651604; 9781119651611
• Related ISBNs: 9781119651543
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
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