The New Rules Of Marketing & Pr: How To Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, And Viral Marketing To Reach Buyers9781118026984 下载 pdf 2025 网盘 epub 在线 mobi 免费

　　David Meerman Scotts 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

products or services in the new digital age

This is a one-of-a-kind, pioneering guide, offering a

step-by-step action plan for harnessing the power of the Internet

to communicate with buyers directly, raise online visibility, and

increase sales

Its about getting the right message to the right people at the

right time - for a fraction of the cost of a big-budget advertising

campaign

This new, updated edition includes:

A new introduction discussing recent changes to the world of

marketing and PR

A brand new chapter on mobile marketing

An additional chapter on real-time marketing and PR

Updated information on how to measure the success of your

campaigns

A range of new tools

Fresh case studie

Foreword by Robert Scoble xix

Welcome to the Third Edition of The New Rules xxiii

Introduction xxvii

The New Rules xxix

Trying to Write Like a Blog, But in a Book xxix

Showcasing Innovative Marketers xxxi

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 Experiences 

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 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 

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 on 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 of 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 

Acknowledgments for the Third Edition 

About the Author 

Preview: Real-Time Marketing & PR 

Preview: The New Rules of Social Media Book Series 

Index 

　　DAVID MEERMAN SCOTT is the author of Real-Time Marketing &

PR, World Wide Rave, Marketing Lessons from the Grateful Dead, and

The New Rules of Marketing & PR. His books open people's eyes

to the new realities of marketing and public relations. David's

popular blog and hundreds of speaking engagements around the world

give him a singular perspective on how businesses are implementing

new strategies to reach buyers directly and in real time.

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书籍介绍

David Meerman Scotts 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 products or services in the new digital age. This is a one-of-a-kind, pioneering guide, offering a step-by-step action plan for harnessing the power of the Internet to communicate with buyers directly, raise online visibility, and increase sales. Its about getting the right message to the right people at the right time - for a fraction of the cost of a big-budget advertising campaign. This new, updated edition includes: A new introduction discussing recent changes to the world of marketing and PR A brand new chapter on mobile marketing An additional chapter on real-time marketing and PR Updated information on how to measure the success of your campaigns A range of new tools Fresh case studies