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The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly [Paperback]

by David Meerman Scott
4.3 out of 5 stars  See all reviews (120 customer reviews)


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Book Description

January 12, 2010 0470547812 978-0470547816 2nd
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.

Product Details

  • Paperback: 289 pages
  • Publisher: John Wiley; 2nd 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 (120 customer reviews)
  • Amazon Best Sellers Rank: #355,186 in Books (See Top 100 in Books)

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
24 of 24 people found the following review helpful
Format: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.
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18 of 18 people found the following review helpful
5.0 out of 5 stars Never pay for Marketing & PR again! December 31, 2009
Format: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!
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15 of 18 people found the following review helpful
1.0 out of 5 stars Seriously outdated March 3, 2011
Format:Kindle Edition|Verified Purchase
If you don't know what social media is, blogs, podcasts etc.... Well, you should probably just google it. This book is so painfully outdated, I am sad for my 10 dollar loss for the kindle edition, and the time I wasted. Really if the author wants to write the "New Rules", he should write them every year or so. Or put a disclaimer on the book.

I agree with another reviewer ... What is this 1999. I honestly did not find one single useful tip; although I admit, I couldn't get past the half-way mark without cutting my losses.

He seems like a really smart guy, I am sure his ideas were cutting edge. But not anymore.
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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
Format: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.
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5 of 5 people found the following review helpful
5.0 out of 5 stars Another great Web 2.0 book you do not want to miss! January 10, 2010
Format:Paperback
The book is a good read. The 2nd edition has been completely revised and updated compared to the previous version.

Apparently, we all know the reason why David Meerman Scott started to write this book in the first place. In the digital market, the "New Rules" indicate a paradigm shift as far as marketing & PR is concerned. As mentioned by David himself, in the past 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.

So what has changed? David went on to use himself as an example. The process of promoting his new book is exactly like a live demo illustrating how David lives up to the "New Rules" depicted in his book. He did not spend a buck buying the ads and promoting his book through PR agencies. Instead, he sent out hundreds of free copies in advance to other influential bloggers in exchange for their reviews. This kind of practice is commonplace in today's world because of the "long tail" phenomenon, which says our marketplace has been dramatically democratized and everybody now can be a reporter and publisher.

David's book can be organized into three parts

I. A rigorous overview of how the Web has changed the rules of marketing and PR

II. Details about each of the various media

III. Detailed "how-to" information and an action plan to help you put the new rules to work for your organization

Essentially, the message in the book is plainly simple and easy to understand: cut off all the inefficient layers in between you and your buyers so you can reach them directly. But I would suggest you treat the "New Rules" as a how-to book and implement ideas introduced by the author.
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Most Recent Customer Reviews
2.0 out of 5 stars Too boring
This book is too boring. I think the author could have been less boring. It's just too darn boring... get the point?
Published 4 months ago by Jan Hofmeyr
5.0 out of 5 stars A good PR Referernce
It is quite the update for PR personnel and should be included in their libraries for reference for those who need a refresher and also for the new representatives getting into the... Read more
Published 4 months ago by Adrienne S. Lamm
5.0 out of 5 stars Social Media Is The New Normal
This book was very informative. Whether you are new to social medial or need to brush up on your social media skills, this book is a must have.
Published 5 months ago by Cynthia Willis
5.0 out of 5 stars changing
markets are faster then ever. This is a useful tool to understand the change on marketing policy. This book will be a classic of marketing management
Published 5 months ago by Massimo Gottifredi
5.0 out of 5 stars unfluffy good book
very very good at educating you new rules of marketing without too much fluff; does what it's supposed to do as advertised. Read more
Published 10 months ago by Amazon Customer
4.0 out of 5 stars Good for starters...
The New Rules of Marketing and PR: How to Use Social Media, Blogs, News... is a good book for starters!
Published 10 months ago by Priscilla
5.0 out of 5 stars This book goes deep and wide
Many marketing books tell you the what, and the good ones go deeper and tell you the how. This book digs right down to the bedrock of the why, and builds on that solid foundation. Read more
Published 14 months ago by Amazon Customer
4.0 out of 5 stars Good book
This was recommended to me and I enjoy the tips. I use it as a refresher and for new suggestions.
Published 15 months ago by D-fin
5.0 out of 5 stars Essential reading for dinosaurs
My 30+ years in marketing/advertising have become almost irrelevant in today's business world. If you don't understand and embrace social media and the other new necessities of new... Read more
Published 15 months ago by Polar Bear
3.0 out of 5 stars Good for Social Media Beginner
I bought this book and finished in a few days, this reading is that easy even though 270 pages and I read almost all words and pages. Read more
Published on August 28, 2011 by A Marketer
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