HOW TO USE SOCIAL MEDIA, ONLINE VIDEO, MOBILE APPLICATIONS, BLOGS, NEWS RELEASES, & VIRAL MARKETING TO REACH BUYERS DIRECTLY.

Transcription

1 X" NEW RULES x MARKETING 8 PR HOW TO USE SOCIAL MEDIA, ONLINE VIDEO, MOBILE APPLICATIONS, BLOGS, NEWS RELEASES, & VIRAL MARKETING TO REACH BUYERS DIRECTLY Fourth Edition DAVID MEERMAN SCOTT WlLEY

2 Contents Foreword by Robert Scoble Introduction 1 The New Rules 2 Life with the New Rules 4 What's New 6 Writing Like on a Blog, But in a Book 7 Showcasing Successful Marketers 8 xxi I How the Web Has Changed the Rules of Marketing and PR 11 1 The Old Rules of Marketing and PR Are Ineffective in an Online World 13 Advertising: A Money Pit of Wasted Resources 16 One-Way Interruption Marketing Is Yesterday's Message 17 The Old Rules of Marketing 7 8 Public Relations Used to Be Exdusively about the Media 19 Public Relations and Third-Party Ink 20 Yes, the Media Are Still Important 20 Press Releases and the Journalistic Black Hole 21 The Old Rules of PR 22 Learn to Ignore the Old Rules 23 2 The New Rules of Marketing and PR 25 The Most Important Communication Revolution in Human History 26 Open for Business 27 The Long Tail of Marketing 30 Teil Me Something I Don 't Know, Please 31 Bricks-and-Mortar News 32 Advice from the Company President 34 The Long Tail ofpr 35 xiii

3 Xlv Contents The New Rules of Marketing and PR 36 The Convergence of Marketing and PR on the Web 37 3 Reaching Your Buyers Directly 38 The Right Marketing in a Wired World 39 Let the World Know about Your Expertise 40 Develop Information Your Buyers Want to Consume 43 Buyer Personas: The Basics 43 Think Like a Publisher 46 Staying Connected with Members and the Community 46 Know the Goals and Let Content Drive Action 48 Content and Thought Leadership 49 II Web-Based Communications to Reach Buyers Directly 51 4 Social Media and Your Targeted Audience 53 What Is Social Media, Anyway? 54 Social Media Is a Cocktail Party 55 Facebook Croup Drives 15,000 People to Singapore Tattoo Show 56 The New Rules ofjob Search 58 How to Find a New fob via Social Media 59 Insignificant Backwaters or Valuable Places to Connect? 61 Your Best Customers Partiapate in Online Forums So Should You 64 Your Space in the Forums 67 Wikis, Listservs, and Your Audience 69 Creating Your Own Wiki 70 Social Networking Drives Adagio Teas' Success 72 5 Blogs: Tapping Millions of Evangelists to Teil Your Story 76 Blogs, Blogging, and Bloggers 78 A Blog (or Not a Blog) 79 Understanding Blogs in the World of the Web 81 The Four Uses of Blogs for Marketing and PR 84 Monitor Blogs Your Organization's Reputation Depends on It 85 Comment on Blogs to Get Your Viewpoint Out There 86 Work with the Bloggers Who Talk about You 87 Bloggers Love Interesting Experiences 89 How to Reach Bloggers around the World 90 Do You Allow Employees to Send ? How about Letting ThemBlog? 91 Not Another Junky Blog 92 The Power of Blogs 94 Get Started Today 94

4 Contents XV 6 Audio and Video Drive Action 96 Create Coodwill with Customers 96 What University Should I Attend? 98 The Best Job in the World 99 Have Fun with Your Videos 101 Audio Content Delivery through Podcasting 103 Putting Marketing Back in Musicians' Control 104 Podcasting: More Than just Music 106 Grammar Cirl Podcast The New Rules of News Releases 109 News Releases in a Web World 111 The New Rules of News Releases 111 If They Find You, They Will Come 112 Driving Buyers into the Sales Process 17 4 Reach Your Buyers Directly Going Viral: The Web Helps Audiences Catch the Fever 116 Minty-Fresh Explosive Marketing 117 Monitoring the Blogosphere for Viral Eruptions 118 Creating a World Wide Rave 120 Rules of the Rave 121 Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 123 Using Creative Commons to Facilitate Mashups and Spread Your Ideas 124 Viral Buzz for Fun and Profit 125 The Virgin Mary Crilled Cheese Sandwich and Jerry Carcia's Toilet 126 Clip This Coupon for $ 1 Million Off Fort Myers, Florida, Home 127 When You Have Explosive News, Make It Co Viral The Content-Rich Website 131 Political Advocacy on the Web 132 Content: The Focus of Successful Websites 134 Reaching a Global Marketplace 135 Putting It All Together with Content 136 Creat Websites: More Art Than Science Marketing and PR in Real Time 140 Real- Time Marketing and PR 141 Develop Your Real-Time Mind-Set 144 Real-Time Blog Post Drives $ 1 Million in New Business 146 The Time IsNow 149 Crowdsourced Support 154

5 xvl Contents III Action Plan for Harnessing the Power of the New Rules You Are What You Publish: Building Your Marketing and PR Plan 161 What Are Your Organization's Goals? 162 Buyer Personas and Your Organization 164 The Buyer Persona Profile 165 Reaching Senior Executives 168 The Importance of Buyer Personas in Web Marketing 169 In Your Buyers' Own Words 170 What Do You Want Your Buyers to Believe? 172 Developing Content to Reach Buyers 174 Marketing Strategy Flanning Template 177 The New Rules of Measurement 181 Asking Your Buyer for a Date 182 Measuring the Power of Free 182 What You Should Measure 183 Registration or Not? Data from an e-book Offer 184 Educating Your Salespeople about the New Sales Cycle 186 Obama for America 187 Stick to Your Plan Online Thought Leadership to Brand Your Organization as a Trusted Resource 193 Developing Thought Leadership Content 193 Forms of Thought Leadership Content 194 How to Create Thoughtful Content 199 Leveraging Thought Leaders Outside of Your Organization 202 How Much Money Does Your Buyer Make? How to Create for Your Buyers 205 An Analysis of Gobbledygook 206 Poor Writing: How Did We Get Here? 207 Effective Writing for Marketing and PR 209 The Power of Writing Feedback (from Your Blog) 210 Brand Journalism at Boeing How Web Content Influences the Buying Process 213 Segmenting Your Buyers 214 Elements of a Buyer-Centric Website 216 Using RSS to Deliver Your Web Content to Targeted Niches 221 Link Content Directly into the Sales Cycle 222 A Friendly Nudge 223

6 Contents xvil Close the Sale and Continue the Conversation 224 An Open-Source Marketing Model 224 How a Content Strategy Crew Business by 50 Percent in One Year Mobile Marketing: Reaching Buyers Wherever They Are 232 Make Your Site Mobile Friendly 233 Build Your Audience via Mobile 235 Ceolocation: When Your Buyer Is Nearby 236 QR Codes to Drive People to Your Content 237 The Mobile Media Room 240 AnAppforAnything 241 Cyber Graffiti with WiFi Network Names as Advertising Social Networking Sites and Marketing 245 Television 's Eugene Mirman Is Very Nice and Likes Seafood 246 Facebook: Not just for Students 247 How to Use Facebook to Market Your Product or Service 248 Increase Engagements with Facebook Groups and Apps 250 Why Google Plus Is Important For Your Business 253 Check Out My Linkedln Profile 255 Tweet Your Thoughts to the World 257 Social Networking and Personal Branding 260 The Horse Twitterer 262 Connecting with Fans 264 How Amanda Palmer Raised a Million Dollars via Social Networking 265 Which Social Networking Site Is Right for You? 266 You Can't Go to Every Party, So Why Even Try? 269 Optimizing Social Networking Pages 270 Integrate Social Media into an Offline Conference or Event 271 Start a Movement 272 Social Networking and Crisis Communications 273 Why Participating in Social Media Is Like Exercise Blogging to Reach Your Buyers 279 What Should You Blog About? 280 Blogging Ethics and Employee Blogging Guidelines 282 Blogging Basics: What You Need to Know to Get Started 283 Pimp Out Your Blog 286 Building an Audience for Your New Blog 287 Tag, and Your Buyer Is It 288 Fun with Sharpies (and Sharpie Fans) 289 Cities That Blog 290 Blogging Outside of North America 292 What Are You Waiting For? 293

7 Contents 18 An Image Is Worth a Thousand Words 294 photographs as Compelling Content Marketing 294 Why I Love Instagram 296 How to Market an Expensive Product with Original Photographs 297 Sharing with Pinterest 298 Infographics Video and Podcasting Made, Well, as Easy as Possible 303 Video and Your Buyers 303 Business-Casual Video 304 Stop Obsessing over Video Release Forms 305 Your Smartphone Is All You Need 306 Video to Showcase Your Expertise 307 Cetting Started with Video 309 Video Created for Buyers Cenerates Sales Leads 311 Podcasting How to Use News Releases to Reach Buyers Directly 315 Developing Your News Release Strategy 316 Publishing News Releases through a Distribution Service 317 Reaching Even More Interested Buyers with RSS Feeds 318 Simultaneously Publishing Your News Releases to Your Website 318 The Importance of Links in Your News Releases 319 Focus on the Keywords and Phrases Your Buyers Use 319 Indude Appropriate Social Media Tags 321 Iflt's Important Enough to Teil the Media, Teil Your Clients and Prospects, Tool Your Newsroom: A Front Doorfor Much More Than the Media 324 Your Newsroom as (Free) Search Engine Optimization 325 Best Practices for Newsrooms 325 Start with a Needs Analysis 327 A Newsroom to Reach journalists, Customers, and Bloggers 333 Really Simple Marketing: The Importance of RSS Feeds in Your Newsroom The New Rules for Reaching the Media 336 Nontargeted, Broadcast Pitches Are Spam 337 The New Rules of Media Relations 337 Blogs and Media Relations 338 How Blog Mentions Drive Mainstream Media Stories 339 Launching Ideas with the U.S. Air Force 342 How to Pitch the Media 344

8 Contents xix 23 Newsjacking Your Way into the Media 347 Journalists Are Looking for What You Know 349 Cet Your Take ort the News into the Marketplace of Ideas 350 How to Find News to Jack 353 When the Story Is Aiready (Sort of) about You 358 Twitter Is Your Newsjacking Tool 359 Beware: Newsjacking Can Damage Your Brand 360 Newsjacking for Fun and Profit Search Engine Marketing 363 Making the First Page on Google 365 Search Engine Optimization 366 The Long Tail of Search 367 Carve Out Your Own Search Engine Real Estate 368 Web Landing Pages to Drive Action 369 Search Engine Marketing in a Fragmented Business Make It Happen 374 Your Mind-Set 376 Manage Your Fear 376 Getting the Help You Need (and Rejecting What You Don 't) 377 Great for Any Organization 381 Now It's Your Turn 384 Acknowledgments for the Fourth Edition 385 About the Author 387 Preview: Real-Time Marketing Sc PR 389 Preview: The New Rules of Social Media Book Series 409 Index 417