| | | Location: Home » Web Marketing » 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 | |
|
|
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
Category: Book
List Price: $19.95
Buy New: $10.39
as of 7/30/2010 05:33 CDT details
You Save: $9.56 (48%)
New (48) Used (19) from $10.39
Seller: treebeardbooks
Rating:  242 reviews
Sales Rank: 537
Media: Paperback
Edition: 2
Pages: 320
Number Of Items: 1
Shipping Weight (lbs): 0.9
Dimensions (in): 8.9 x 6 x 0.9
ISBN: 0470547812
Dewey Decimal Number: 658.872
EAN: 9780470547816
ASIN: 0470547812
Publication Date: January 12, 2010
Availability: Usually ships in 1-2 business days
| |
| Features:
| • | ISBN13: 9780470547816 | | • | Condition: New | | • | Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed |
|
| Also Available In:
| • | Paperback - The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly | | • | Kindle Edition - The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly | | • | Kindle Edition - The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly | | • | Audio CD - The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, and Online Media to Reach Buyers Directly (Your Coach in a Box) | | • | Audible Audio Edition - The New Rules of Marketing & PR | | • | Paperback - The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly | | • | Hardcover - The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly |
|
| Similar Items:
| |
| Editorial Reviews:
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!
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.
|
| Customer Reviews:
Showing reviews 1-5 of 242
 Great Book! July 16, 2010
VeraMaia
I really liked this book. It's has great examples about the new social media world. I'm from Portugal and I have a good english, but this book is really easy to reed!
The Chief Rabbit Reviews: The New Rules of Marketing & PR by David Meerman Scott July 9, 2010
Lara T. Solomon (Sydney)
1 out of 1 found this review helpful
Good afternoon, Social Rabbit here with your guide to the world of social media.
Mental Monday is back this time I am reviewing The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly by David Meerman Scott.
This is book has 21 chapters in three parts starting with how the web has changed the rules of marketing and PR, moving onto web based communications to reach buyer and the third part is action plans to harness the web.
The book explains the different areas of marketing and pr including blogging, video, news releases, web sites, website content and writing marketing plans. It includes lots of examples of how the different ideas have been used in businesses. The action plan part of the book is all about implementation, for example how to start a blog, what to write etc. The implementation is at a basic level, so for people wanting detail you will need to go elsewhere. This is one of those books which you pick up refer to a chapter or two, put it back down and then pick up again next time you need it. There is a lot of information in it, it is suitable for complete newbies, and for people who know what they are doing there are lots of examples to get your creative juices flowing.
Below are some bits that I enjoyed which are direct quotes from the book...
* The new rules of finding a job require you to share your knowledge and expertise with a world that is looking for what you have to offer
* It is critical to respond quickly to situations as they unfold on the web. Reacting quickly and honestly in the same forums where the discussions are taking place is essential
* Marketers must take active participation in the communities that matter for their markets. But you can't just stand on the virtual sidelines and post only when you have something for sale or a comment about your products and services.
* Social media sites are places that people congregate to discuss things that are important to them
* Thanks to the power of search engines, my blog is also the most vital and effective way for people to find me. Every word of every post is indexed by Google....
* The good news is that blogging most certainly generates returns for anyone who creates an interesting blog and posts regularly to it
* Should you believe everything you read on blogs? Hell no! That's akin to believing everything you hear on the street or in a bar. Thinking of the web as a city, rather than a newspaper, and bloggers as individual citizen voices provides implications for all net-citizens.
* "you can't reheat a souffle" John Frazier from Quinn & Co talking about the Tourism Queensland Best job in the world campaign
* For content that is best delivered via audio or for buyers who prefer to listen to content, podcasting is obviously essential.
* The challenge for marketers is to harness the amazing power of viral
* The more I research websites - and I've checked out thousands over the past several years - the more I realize that the best ones unite many important factors in a way that is difficult to describe. They just feel right - as if the creator of the sites cares a great deal and wants her passion to shine through.
* You must now think like a publisher. You should develop an editorial plan to reach your buyers with focused content in the media that they prefer
* Clearly and simply articulate what you want people to believe
* An effective web marketing plan requires an understanding of the ways your buyers speak and the real words and phrases they use. This is important not only for building a positive online relationship with buyers, but also for planning effective search engine marketing strategies
* web content sells any product or service and advocates any philosophy or image
* An effective web marketing and pr strategy that delivers compelling content to buyers gets them to take action
If you are just trying to get your head around what can be achieved in marketing online this is a good place to start, it lays out what you need to know in an easy to understand format. There are lots of examples and ideas to get you going, but David does NOT tell you what to do, if that's what you are looking for this isn't the book. As this Rabbit knows marketing and PR in this internet day and age is not a cookie cutter one size fits all businesses/results. Instead companies must first workout what they want to achieve, who their buyers are and then engage them. What works is a matter of creativity, timing and appeal to the audience. This book will get you started down that road, but for those of you who are not creative, use this to find out more, and then hire someone to get creative for you!
Have you read this book? Tell me what you think in the comments below or on the Social Rabbit Facebook Page.
[...]
 Invaluable Resource! July 8, 2010
Tamara C. Thomas (Atlanta, GA)
1 out of 1 found this review helpful
The New Rules of Marketing and PR is an excellent resource for anyone looking to create or reinvent a business. Although the name is already taken, this book could very well be the social media bible. What I love so much about this book is that it is the perfect blend of commentary related to social media tools and STRATEGY. For example, the author goes beyond suggesting that you establish a blog for your brand and tells the readers why and how they should go about establish a blog; suggesting things like making the blog the first step in establishing a social media presence and leveraging it with links to other social media sites.
As the title suggests, the book starts by explaining the new rules of marketing and PR by contrasting with the old way of doing things. This is key to understand. Since the technology businesses employ to communicate and market to the masses has changed, so has the rules and norms governing marketing and public relations. The biggest lesson conveyed here is that you have to embrace both the new technology and new new methods for using them to be successful in business these days. Scott does a great job explaining the new rules and how they apply to each medium.
Another unique aspect of this book is how much emphasis the author placed on content. Most books about social media and branding offer mere suggestions on how to use the tools and sprinkle success stories throughout the text to support their theories. New Rules digs deeper and asserts that your social media sites are nothing if not rich in content. Section III, Action Plan for Harnessing the Power of the New Rules, contains chapters 10 You Are What you Publish, 11 Online Thought Leadership to Brand Your Organization as a Trusted Resource, 12 How to Write for Buyers and 13 How Web Content Influences the Buying Process, deal specifically with creating great content.
This book is a must-have for all entrepreneurs and professionals looking to leverage social media. It's the type of book that you read once from cover-to-cover, dog ear pages and refer to consistently. I highly recommend making this a part of your business library.
Practical, well-argued guide to on line marketing July 4, 2010
Richard Gibson (Woodland Hills, CA)
David Meerman Scott was an old-fashioned corporate PR executive who has re-invented himself as a consultant on all types of on-line marketing and promotion. In this remarkable book, he lays out a thoughtful argument that the basic rules of marketing and PR have been changed by the new media. In the process, he also gives a very practical, nuts and bolts, explanation of how the new media works and how any business or person can use it.
The old rules, Scott argues, were based on a media world dominated by the major TV networks, the big magazines and the major newspapers. In that world, advertising was an interruption to the program which the viewer actually wanted to watch, or the article which the viewer actually wanted to read. In that world, you got attention either by buying very expensive mass media advertising, or by persuading big name journalists to cover you.
The new rules, Scott argues, are based on a media world dominated by the internet, in which people read and watch exactly what they want to read and watch. The new rules are to provide the reader exactly what he or she wants to read, when he or she wants to read it. Rather than interrupting the reader, or viewer, and giving him or her an advertising pitch that they do not want to hear, successful marketing now aims to give the audience useful information, geared to their concerns. The old rules are all about the product. The new rules are all about the buyer. They way to success, now is to study your buyer, and to give him or her what they want. Good on-line marketing, he says, is content heavy, and directed intelligently at what the buyer wants.
This is Scott's philosophy. I think it is a very good one. But the book is not about philosophy. It is about the mechanics of the new media. How helpful this is to you will probably depend on your level of knowledge. I am 52. I use the internet, email and Goggle every day. But I do not know much about the rest of the on line world. I do not know my way around the blogosphere. I do not use Facebook, Twitter, DIGG or any of the others. I have been getting the feeling that I need to understand these new media, because they appear to be very useful in both business marketing and politics. I bought this book, primarily to learn about what these new media are and to get some guidance on which ones I should try to use.
Scott did a very good job of explaining all of this. I have a much better understanding now of Facebook, Twitter, MySpace and a bunch of others that I had never heard of before, like Squiddo. I also have a better understanding of blogging and podcasting. Perhaps most important, however, I have a practical plan of action. Rather than telling you to dive into all of these new media, Scott instead argues for a logical buyer-centered approach. He argues that you should first define your goals. You should then think about who you are trying to reach, in order to achieve your goals. You should create what he calls buyer pesonas, detailed profiles of the various target groups you are trying to reach. You should ask, what are their goals and their problems? Where do they get their information? You should then craft a strategy, in which you use the on line media which are appropriate to you and your message, which are most likely to be read by your target groups. No one, Scott argues, is going to use all of new media; there are just too many of them. Instead, he argues for a a controlled, flexible approach, in which you try out new things and see how they work.
Scott also focuses on how the different media can support each other. A good example of this is news releases. He is a big advocate on sending them out. This seemed kind of odd to me. What good are news releases unless you are a huge player who the media wants to cover already? But Scott explained. The news releases go out on many internet feeds. If you are careful to link back to your website in the news release, and the news release is then picked up by a number of news feeds, bingo, you just bought yourself a large number of backlinks to your site, which will greatly increase your Goggle rankings. I never would have thought of that, but it makes a great deal of sense to me.
All in all, a very useful, very practical guidebook to the jungle of new media.
Essential reading for any business owner June 30, 2010
D. J. Lineman (Houston, TX USA)
1 out of 1 found this review helpful
One of the best marketing books I have ever read. This edition of the "New Rules" provides a detailed roadmap for getting found by prospects and the media in today's crowded market. This book is not just for PR and marketing folks - it should be used by managers and business owners to set a new standard for measuring the results of the PR/Marketing team. If your team is not compensated based on the "New Rules" you will continue to waste money on ineffective techniques. Lots of personal interviews and specific success stories make this book a great resource and an entertaining read.
Showing reviews 1-5 of 242
|
|
|
 SEO and Marketing Tips | |
|
