Foreword by 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 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. 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 Rave. 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 $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. Start 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 a 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.
DAVID MEERMAN SCOTT is an award-winning marketing strategist, conference speaker, and seminar leader. He is the author of World Wide Rave and the editor of The New Rules of Social Media series, also from Wiley.
"The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR, goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules which show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life case histories and an engaging style." -Jay Conrad Levinson, The Father of Guerrilla Marketing and Author, Guerrilla Marketingseries of books "The New Rules of Marketing & 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, Co-author of How to Persuade People Who Don't Want to be Persuaded and founder of Levy Innovation: A Marketing Strategy Firm "The history of marketing communications - about 60 years or so - has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because the overwhelming power and influence of the web and other electronic communications, is about engaging in conversation with prospects and leading / persuading them to take action. David Meerman Scott shows how marketing is now about participation and connection, and no longer about strong arm force." -Roy Young, Chief Revenue Officer, MarketingProfs.com and co-author Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence and Business Impact "I've relied on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past six semesters. David's book is a bold, crystal clear, and practical guide toward a new (and better) future for the profession." -Stephen Quigley, Boston University "David Meerman Scott not only offers good descriptions of digital tools available for public relations professionals but also explains strategy, especially the importance of thinking about PR from publics' perspectives, and provides lots of helpful examples. My students loved this book." -Karen Miller Russell, Associate Professor, Grady College of Journalism and Mass Communication, University of Georgia. "For practical P.R. in the age of Twitter, see...The New Rules of Marketing and PR."-- The New York Times