The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition |
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| Title: | The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition |
| Author: | David Meerman Scott |
| Publisher: | Wiley [Website] |
| Type: | Book / Paperback |
| Publication Date: | 12 January, 2010 |
| ISBN / ISBN-13: | 0470547812 / 9780470547816 |
| List Price: | $19.95 |
| You Save: | $6.38 |
| Amazon Price: | $13.57 |
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This book is also available, brand-new, from 3rd-party marketplace sellers at Amazon.com, from $10.58.
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Editorial Review / Publisher's Information:
Product Description
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.
Amazon.com Review
A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices 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 new second edition paperback keeps you up-to-date on the latest trends. - New case studies and current examples are included to illustrate the very latest in marketing and PR trends.
- Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
- Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
- David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley
The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign. Social Media Marketing Top Seven
Amazon-exclusive content from author David Meerman Scott Establishing a social media marketing strategy and creating effective Web content that is indexed by search engines is critical for any business. When people are looking for answers to problems, they go online first! People and organizations)that participate in social media (creating YouTube videos, participating on sites like LinkedIn, Facebook, and Twitter, starting a blog and the like) become part of a vibrant online community and show that market that they are worthy of doing business with. Unlike non-targeted, in-your-face, interruption-based advertising, social media is content that people actually want to see. How cool is that? Rather than forcing you to convince people to pay attention to your products and services by dreaming up messages and ad campaigns, search engines deliver interested buyers right to your company’s virtual doorstep. This is a marketer’s dream-come-true. However, most marketers don’t know how to harness this exciting form of marketing. Their most common mistake is to spend way too much time talking about your company’s products and services and worrying too much about being “on message.” In addition, many companies are fearful of jumping into the social media waters because it seems scary to put yourself out there. Top Seven Ways to Get the Most Out of Social Networking Sites:
1. Target a specific audience. Create a page that reaches an audience that is important to your organization. It is usually better to reach a small niche market than try to go large. 2. Be a thought leader. Provide valuable and interesting information that people want to check out. It is better to show your expertise in a market or at solving a buyer’s problems than to blather on about your product. 3. Create lots of links. Link to your own sites and blog, and those of others in your industry and network. Everybody loves links—it makes the Web what it is. You should certainly link to your own stuff from a social networking site (like your blog), but also link to other people’s sites and content in your own market. 4. Encourage people to contact you. Make it easy for people to reach you online, and be sure to follow up personally on your fan mail. 5. Participate. Create groups and participate in online discussions. Become an online leader and organizer. 6. Make it easy to find you. Tag your page and add your page into the subject directories. Encourage others to bookmark your page with del.icio.us and DIGG. 7. Experiment. These sites are great because you can try new things. If it isn’t working, tweak it. Or abandon the effort and try something new. There is no such thing as an expert in social networking—we’re all learning as we go!
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Customer Reviews:
• Invaluable For The Marketing/pr Professional
17 March, 2010
This book is an invaluable resource for the marketing and PR professionals in today's practice. It provides real life examples and strategies to implement into your own company and industry. I bought this on a whim (and after reading the great reviews) and have ended up using in multiple of my professional development classes. David Meerman Scott knows his stuff, and is approachable for questions and feedback on variuous subjects in the book. This is a must read, and a must have for your professional book collection!!!
- Amazon Customer Review
• The Best Introduction To Internet Marketing
17 March, 2010
"Before the Web came along, there were only three ways to get noticed: buy expensive advertising, beg the mainstream media to tell your story for you, or hire a huge sales staff to bug people one at a time about your products." -- says David Meerman Scott in the introduction to "The New Rules of Marketing and PR." This book is an excellent overview of web marketing principles. I recommend this text to anyone who wants to become a better web marketer.
The New Rules became a best seller through online marketing. After a successful career in PR, Scott created a blog, gave away 250,000 ebooks, and mailed advance copies of his printed books to prominent bloggers. The old way of launching a book would have been exclusively through sales, press releases, advertising and a book tour. Early on Scott describes how the old ways are becoming increasingly inefficient, ineffective, and often insulting.
Scott's essential message is that you can now bypass the traditional marketing channels and reach out directly to customers, provided you have a worthwhile offering and message. To do this, you must philosophically move from monologue to dialog and from propaganda to participation. These necessary changes in marketing approach are the result of the Internet's expansion of communication channels from one-to-many . . . to many-to-one . . . to many-to-many . . . to one-to-one. These four communication modalities combined with the ability to bypass land-based distribution channels and transact commerce online represents a sea change in marketing.
Scott recommends that contemporary marketers think like a publisher. "Publishers consider all the following questions: Who are my readers? How do I reach them? What are their motivations? What are the problems I can help them solve? How can I entertain them and inform them at the same time? What content will compel them to purchase what I have to offer?" -- says Scott. He goes on to say content is not only King, it is also the Pope.
The book also describes a vivid metaphor for the Internet and Social Media. Scott compares the Internet to a city, where Craigslist has a bulletin board at the entrance to the corner store, eBay is holding a garage sale, and Amazon is full of customers who want to share their buying experiences. Social media participants hold forth in cocktail parties and pubs all across the city. Spam and adult entertainment gird the underbelly of the city. You have to learn your way around this new world.
Success in this "online city" is measured through buzz, search engine rankings and direct response. For those who cannot afford to boil the sea with traditional marketing, this online world is an attractive alternative. Central to this strategy is providing useful content that earns back-links to your website from other respected websites. This need for back-links is a direct result of Google's PageRank indexing algorithm, which ranks search results largely by relevant and authoritative back-links.
Useful content is central to Scott's strategy, because content attracts links from other sites, and content provides value to visitors. Content can arrive through blogs, PDF white papers and ebooks, polls, research studies, cartoons, graphs and charts, games, contests, video, wikis, emails, text messages, forums, podcasts and slideshows. To succeed with a content strategy you need an editorial plan that keeps content fresh. Once you start creating content you can spread the word through social networking sites such as Facebook, Twitter and LinkedIn. It also helps to post comments on other blogger's posts, which you can find through Technorati or Google Blog Search.
With regard to website design, Scott recommends that you start by profiling buyer personas -- a more personal way of orienting strategists and creatives than the traditional demographic statistics. Personas can be expressed through lifestyle descriptors, imaginary dialogs, and pictorial collages. Once the personas are complete, Scott suggests focusing on content strategy first, then technology and design. Scott also suggests having widgets on your site for Delicious and Digg because these tags lead to back-links. A pressroom can also be helpful. On launch day your site should be organized and written from the buyers' perspective and not feel like an online brochure.
Chapter 12 on writing for the web is one of the best. Scott opens by saying, "Your buyers (and the media that covers your company) want to know what specific problems your product solves, and they want proof that it works -- in plain language. Your marketing and PR is meant to be the beginning of a relationship with buyers and to drive action (such as generating sales leads), which requires a focus on buyer problems." The chapter goes on to pillory world class business jargon and innovative gobbledygook. It is a good read.
Chapters 13-21 delve into the nuts and bolts of making your strategy work. There is specific advice on the Internet sales cycle, Social Media Marketing, blogging, video and podcast production, news releases, media rooms, press outreach, and search engine optimization. Each chapter provides a good overview.
The book is peppered with examples of people and companies who have succeeded using the New Rules. Scott does not say that traditional marketing no longer works; he just says it is getting more costly and less effective every day. I like this balanced perspective.
A central case study for effective use of The New Rules of Marketing and PR is the political campaign of Barrack Obama. Without taking sides, Scott describes how the Obama campaign secured an email list of 13 million people, reached 5 million Facebook friends, generated PR by announcing VP Biden through Twitter, and raised $640 million from 3 million online donors.
My personal experience is that used properly, online marketing can be much more effective than traditional marketing. The challenge is that online marketing is neither easy nor free. Success requires knowledge, imagination, experimentation, and the right technical skills. It also takes time and patience to succeed. And any campaign needs to be backed by the traditional marketing concepts of segmentation, positioning, branding and communication strategy.
Letting Go of the Words: Writing Web Content that Works (Interactive Technologies)
- Amazon Customer Review
• Sheer Brilliance
17 March, 2010
@dmscott A Great Read...A fund of information organized as only DM Scott could! Brilliant, Helpfull, Inspiring!! A must read for anyone that knows and does not know the ins and outs of Social Networking. I await my free signed copies of your 4 books.
Tony Shimkin
- Amazon Customer Review
• The Hard, Honest Work Of Earning The Public's Attention
20 March, 2010
There are some legitimate leaders in our brave new world of marketing and PR, and I'm able to say with confidence that David Meerman Scott is one of the few. Over the course of a successful career in corporate marketing and public relations, David saw that the traditional practices that had long been used in these two disciplines were being discarded for a new set of rules, and he saw this long before many of his fellow practitioners were convinced. Based on what he saw happening, three years ago David wrote what became a phenomenally successful book, The New Rules of Marketing & PR.
In a field that sees countless new titles on a continual basis, this work was the bestselling public relations book on Amazon for nearly two years, has sold hundreds of thousands of copies and has been translated into 24 languages. And it's telling that the term "social media" didn't even make it into the first edition, which was published less than three years ago, in June 2007. When David was writing the book in 2006, Facebook was still only for those with an .edu email address and Twitter had barely caused a ripple.
So, it's an indicator of just how fast social media has become the 800-pound gorilla in marketing and PR that the newly-released second edition prominently features "social media" in the revised subtitle, "How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly."
Yet, the main message of the book hasn't changed. And therein lies the beauty of it. The New Rules of Marketing & PR has been successful for many reasons, but here's a big one: Instead of focusing on numbers (e.g., how many people are on your email list, tips and tricks for improving your Web site's SEO or getting your press release into as many hands as possible), David knows that content is still king. His sine qua non of online content is that it must be customer-focused and compelling. This theme is found in one of his favorite mantras: You must earn the attention of the public.
I like that word, "earn." It implies honesty and integrity. But it sounds kind of like work, doesn't it? It means that you need to focus on creating authentic, compelling content that will: 1) appeal to your prospective clients and customers, 2) provide them with something of value, and 3) keep them coming back for more.
In our unbelievably busy, fragmented and distracted world, that's not easy to do. How do you get yourself heard above the noise? How do you get people to watch your show more than once? This isn't just work, it's hard work. This is knowing what your prospective customers are interested in, addressing their needs and interests, and putting yours on ice. This is being a journalist and a thought leader. This is the opposite of spending your time figuring out how to game Google.
Does this mean that David is not a believer in the importance of SEO? No, that's not a fair criticism, for he fully understands how useful SEO can be in helping your customers find you and your site. And that's quite important, given all the noise and distractions out there.
Yet, it's all about having engaging content, and there's not much use in driving traffic to your site if there's nothing there to engage your visitors.
So, focus on your customers. Address their interests, not yours. And you will earn their attention. Every marketing professional - in fact, every entrepreneur - needs to memorize that mantra. Thanks, David, for reminding all of us that as much as the universe of marketing and PR has changed, the fundamentals of good marketing remain the same - we've just got a few new tools to use.
[ Edited from the original post on [...] ]
- Amazon Customer Review
• A Must Have How To Guide For Marketing And Pr
17 March, 2010
This is one of a few books we read for a PR class I'm taking and I was extremely impressed by it.
David Meerman Scott is extremely knowledgeable on the subject but he injects just enough of his own opinion and experience. For most the book he refers to real life examples of business owners and marketing/PR execs who have successfully used the tools he discusses for promotion.
For me, this book was great because unlike many other books on the subject, it was a how to guide, not just a general overview. He talks each tool in a simple way that beginners will understand, but he offers enough real world examples and tips to make it a good reference guide for experienced pros. This is one book I will be keeping on my shelf after school is over. I highly recommend it to both experienced pros and beginners in the Marketing and PR field, as well as small business owners and professionals interested in promoting themselves online.
- Amazon Customer Review
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