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 [Paperback]

David Meerman Scott (Author)

Book Description

ISBN-10: 0470547812 | ISBN-13: 978-0470547816 | Publication Date: January 12, 2010 | Edition: 2

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.

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!

Review

"I've relied on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past six semesters. David's book is a bold, crystal clear, and practical guide toward a new (and better) future for the profession." -Stephen Quigley, Boston University "David Meerman Scott not only offers good descriptions of digital tools available for public relations professionals but also explains strategy, especially the importance of thinking about PR from publics' perspectives, and provides lots of helpful examples. My students loved this book." -Karen Miller Russell, Associate Professor, Grady College of Journalism and Mass Communication, University of Georgia.

See all Editorial Reviews

Product Details

• Paperback: 320 pages
• Publisher: Wiley; 2 edition (January 12, 2010)
• Language: English
• ISBN-10: 0470547812
• ISBN-13: 978-0470547816
• Product Dimensions: 9 x 6.2 x 0.9 inches
• Shipping Weight: 11.4 ounces
• Average Customer Review: 4.3 out of 5 stars  See all reviews (111 customer reviews)
• Amazon Best Sellers Rank: #59,731 in Books (See Top 100 in Books)
  • #23 in Books > Business & Investing > Marketing & Sales > Marketing > Direct
  • #28 in Books > Business & Investing > Marketing & Sales > Public Relations

More About the Author

My book The New Rules of Marketing & PR opened people's eyes to the new realities of marketing and public relations on the Web. Six months on the BusinessWeek bestseller list and published in more than twenty languages, New Rules is now a modern business classic. My popular blog and hundreds of speaking engagements around the world give me a singular perspective on how businesses are implementing new strategies to reach buyers.

I'm the author of other popular books about marketing including Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History and World Wide Rave: Creating triggers that get millions of people to spread your ideas and share your stories.

I am a recovering VP of marketing for two publicly traded technology companies and was also Asia marketing director for Knight-Ridder, at the time one of the world's largest newspaper and electronic information companies. I've lived and worked in New York, Tokyo, Boston, and Hong Kong and has presented at industry conferences and events in over twenty countries on four continents.

Check out my blog at www.WebInkNow.com

Important note about my Amazon reviews: You may notice all my Amazon reviews are five or four stars. I read (and write) a lot. I'm too busy to read a book I don't like -- there's just so many great books waiting! If a book doesn't capture my interest within a few chapters, I put it down and don't finish. I won't review a book I don't finish, so all my reviews are of books I've enjoyed and get a lot of stars!

Customer Reviews

Most Helpful Customer Reviews

23 of 23 people found the following review helpful:

5.0 out of 5 stars What everyone with a web site needs to know...in clear, simple language!, June 22, 2010

By 

Suzanne Del Rossi "The Village of Nashaquisse... (Nantucket, MA) - See all my reviews
(REAL NAME)   

This review is from: 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 (Paperback)

David's book integrates what he has learned as a corporate marketing strategist, and now teaches as a business speaker and seminar leader, into a practioner's guide for Marketing and PR in today's dynamic and competitive business conditions.

He emphasizes that while the most advanced technology cannot replace a fundamental and sound marketing plan and execution, the new age of web and wireless communication demands that marketing and PR people know and understand the latest tools and techniques.

The new rules of Marketing and PR, David points out, are especially beneficial for small businesses and organization, in that marketing staffs can now more easily select, focus, and reach their target markets in a more cost effective manner. Traditional mass media marketing and public relations activities have given way to a more advanced electronic and information technology based methods.

Throughout David's book, he introduces and explains by real case scenarios how the new marketing and PR tools can most effectively be used. Examples of the new techniques are detailed throughout his book and include:

* Social media
* Blogs
* Video/Audio Enhancements
* Podcasts
* Online PR & News Releases
* Internet & Search Engine Optimization (SEO)

David continually recommends and reinforces his central theme of leveraging online media and use of current technology to successfully achieve your marketing objectives--here are some examples:

Social Media & Target Marketing
Through social networking sites (e.g. Facebook, LinkedIn, Twitter, Wikipedia) and blogging, one can reach target markets and drive them via links to your website. People and see and share content and ideas, plus make recommendations to others on specific products and services.

Video & Audio Content
Advancements in video technology, especially small, powerful, and inexpensive video cameras, allow a marketing/PR person to be their own videographer and greatly enhance the content and features on a website. Target market customers can see and hear the best attributes and amenities of places they want to visit as they conduct their decision making process.

Search Engine Marketing & Optimization
This highly significant and powerful tool drives target customers to your website. Through ensuring and words and phrases on your website, blog, or other web links can be found by search engines, which brings already interested customers to your website and to your sales and marketing staff to be contacted, qualified, and potentially closed for a sale. Search engine advertising is another tool by which a marketer purchases words and phrases that appear prominently on a pay-per-click basis, whenever customers click the link to your website.


I'm a little rusty on how to use social media in my marketing efforts as Vacation Rental Manager for the Village of Nashaquisset on Nantucket; I am confident David's recommendations will help immensely.

18 of 18 people found the following review helpful:

5.0 out of 5 stars Never pay for Marketing & PR again!, December 31, 2009

By 

Sharon O'Dell "Sharon O" (Rogers, AR) - See all my reviews

This review is from: 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 (Paperback)

This book is exceptional. It will not only tell you how to use new marketing and PR techniques to get noticed, it will help you understand how to apply what you learn and provide examples along the way. It was provided to me by the college I enrolled in for my very first course, Introduction to Internet Marketing. It set the tone for the next 24 months of my education, and did a great job in doing that. I have been involved in Internet Marketing for ten years, yet I learned a lot I didn't know!

This is a necessary book for EVERY entrepreneur, business of any size, and even job seekers! Reach your customers (or your future employer) and know how to speak to them, engage them and convert them!

Make sure it's at the top of your reading list for 2010!

6 of 6 people found the following review helpful:

5.0 out of 5 stars very useful book for all outbound-facing people, January 4, 2010

By 

Gregory Wallace (Raleigh, NC) - See all my reviews

This review is from: 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 (Paperback)

This book is great and I think it should be required reading for every outbound-facing person, not just marketing, but sales, bus dev, product management, and senior executives.