『英文書』The New Rules Of Marketing & PR： How To Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, And Viral Marketing To Reach Buyers
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
關於作者：
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
目錄：
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
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