lie New Rules f Marketing nd PR

Transcription

1 lie New Rules libraries associated to dandelon.com network. f Marketing nd PR 2008 AGI-Information Management Consultants May be used for personal purporses only or by low to Use News Releases, Blogs, Podcasting, Viral Marketing, & Online Media to Reach Buyers Directly ' A. David Meerman Scott John Wiley & Sons, Inc.

2 Foreword xvii Introduction' The New Rules xxiii Trying to Write Like a Blog, But in a Book xxiv Showcasing Innovative Marketers xxvi xxi How the Web Has Changed the Rules of Marketing and PR 1 1 The Old Rules of Marketing and PR Are Ineffective in an Online World 3 Advertising: A Money Pit of Wasted Resources 5 One-Way Interruption Marketing Is Yesterday's Message 6 The Old Rules of Marketing 8 Public Relations Used to Be Exclusively about the Media 8 Public Relations and Third-Party Ink 10 Yes, the Media Are Still Important 10 Press Releases and the Journalistic Black Hole 11 The Old Rules of PR 12 Learn to Ignore the Old Rules 14 L 2 The New Rules of Marketing and PR 15 The Long Tail of Marketing 17 Tell Me Something I Don't Know, Please 19 Bricks-and-Mortar News 21 Advice from the Company President 23 The Long Tail of PR 24 The New Rules of Marketing and PR 25 The Convergence of Marketing and PR on the Web 26

3 Contents 3 Reaching Your Buyers Directly 27 Let the World Know about Your Expertise 31 Develop Messages Your Buyers Want to Hear 31, Buyer Personas: The Basics 32 Think Like a Publisher' 35 Tell Your Organization's Story Directly 36 Know the Goals and Let Content Drive Action 37 Content and Thought Leadership 38 Web-Based Communications to Reach Buyers Directly 41 4 Blogs: Tapping Millions of Evangelists to Tell Your Story j ; 43 Blogs, Slogging, and Bloggers 45 Understanding Blogs in the World of the Web 47 The Three Uses of Blogs for Marketing and PR 50 Monitor Blogs Your Organization's Reputation Depends on It 51 Comment on Blogs to Get Your Viewpoint Out There 53 Do You Allow Employees to Send ? How about Letting Them Blog? 56 Breaking Boundaries: Blogging at McDonald's 57 The Power of Blogs 59 Get Started Today 60 5 The New Rules of News Releases 61 News Releases in a Web World 63 The New Rules of News Releases 64 If They Find You, They Will Come 64 Driving Buyers into the Sales Process 67 Reach Your Buyers Directly 68 6 Audio Content Delivery through Podcasting 69 Putting Marketing Back in Musicians' Control 71 Podcasting: More Than Just Music 74

4 Contents ' f Forums, Wikis, and Your Targeted Audience ' 77 Your Best Customers Participate in Online Forums So Should You 81 Your Space in the Forums 85 Wikis, List Serves, and Your Audience 87 Creating Your Own Wiki 89 8 Going Viral: The Web hjelps Audiences Catch the Fever, 91 Minty-Fresh Explosive Marketing 92 Monitoring the Blogosphere for Viral Eruptions 93 Creating Viral Buzz for Fun and Profit 96 The Virgin Mary Griljed Cheese Sandwich and Jerry Carcia's Toilet 96 When You Have Explosive News, \Make It Go Viral 97 9 The Content-Rich Web Site ' Political Advocacy on the Web 102 Content: The Focus of Successful Web Sites 105 Putting It All Together with Content 106 The Great Web Site: More an Art Than a Science 108 Action Plan for Harnessing the Power of the New Rules You Are What You Publish: Building Your Marketing and PR Plan 113 What Are Your Organization's Goals? 114 Buyer Personas and Your Organization 116 The Buyer Persona Profile 118 The Importance of Buyer Personas in \ Web Marketing 121 In Your Buyers' Own Words 122 What Do You Want Your Buyers to Believe? 125 Developing Content to Reach Buyers 127 Launching a Baby Dinosaur 128 Stick to Your Plan 132-

5 ' Contents 11 Online Thought Leadership to Brand Your Organization as a Trusted Resource 133 Developing Thought Leadership Content 134 Forms of Thought Leadership Content 135 How to Create Thoughtful Content 138 Leveraging Thought Leaders outside of Your Organization 139 How Much Money Does Your Buyer Make? How to Write for Your Buyers ' 143 An Analysis of Gobbledygook 144 Poor Writing: How Did We Get Here? 145 Effective Writing for Marketing and PR 147' The Power-of Writing Feedback (from Your Blog) How Web Content Influences the Buying Process 151 Segmenting Your Buyers 153 Elements of a Buyer-Centric Web Site 155 Using RSS to Deliver Your Web Content to Targeted Niches 159 Link Content Directly into the Sales Cycle 160 A Friendly Nudge 161 Close the Sale and Continue the Conversation 162- An Open-Source Marketing Model How to Use News Releases to Reach Buyers Directly 167 Developing Your News Release Strategy 168 Publishing News Releases through a Distribution Service 1.69 Reaching Even More Interested Buyers with RSS Feeds 171 Simultaneously Publishing Your News Releases to Your Web Site 1J1 The Importance of Links in Your News Releases 172 Focus on the Keywords and Phrases Your Buyers Use 173 include Appropriate Social Media Tags 175 If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 176

6 Contents 15 The Online Media Room: Your Front Door for Much More Than the Media 179 Your Online Media Room as (Free) Search Engine Optimization 180 Best Practices for Online Media Rooms 181 An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees 189 ~~~ Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room The New Rules for Reaching the Media 193 Nontargeted, Broadcast Pitches Are Spam 194 The New Rules of Media Relations 195 Blogs and Media Relations 196 How to Pitch the Media Blogging to Reach Your Buyers 201 What Should You Blog About? 202 Blogging Ethics and Employee Blogging Guidelines 204 Blogging Basics: What You Need to Know to Get Started 206 Pimp Out Your Blog 208 Building an Audience for Your New Blog 210 Tag, and Your Buyer te It 211 Blogging Outside of North America 212» What Are You Waiting For? Podcasting and Video Made, Well, as Easy as Possible 217 Podcasting My Audio Is Your Podcast 221 Video and Your Buyers 223 Knifing the Competition... and It's All Caught on Video 226 ^ 19 Social Networking Sites and Marketing 229 Check Me Out on MySpace 229 Do You Squidoo? 231

7 1J Contents Optimizing Social Networking Pages 233 Second Life: Marketing in a Virtual World 235 Search Engine Marketing 241 Search Engine. Optimization 243 The Long Tail of Search 244 Carve Out Your Own Search Engine- Real Estate 245 Web Landing Pages to Drive Action 246 Search Engine Marketing in a Fragmented Business 249 Make It Happen 253 Great for Any Organization 255 Now It's Your Turn 258 Acknowledgments 259 Index 267 About the Author 276