The new rules of marketing & PR how to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly
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 incl...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley
2010.
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| Edición: | 2nd ed |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623443606719 |
Tabla de Contenidos:
- Cover
- Contents
- Foreword
- Welcome to the Second Edition of the New Rules
- Introduction
- The New Rules
- Trying to Write Like a Blog, But in a Book
- Showcasing Innovative Marketers
- Part I: How the Web Has Changed the Rules of Marketing and PR
- Chapter 1: The Old Rules of Marketing and PR Are Ineffective in an Online World
- Advertising: A Money Pit of Wasted Resources
- One-Way Interruption Marketing Is Yesterday's Message
- The Old Rules of Marketing
- Public Relations Used to Be Exclusively about the Media
- Public Relations and Third-Party Ink
- Yes, the Media Are Still Important
- Press Releases and the Journalistic Black Hole
- The Old Rules of PR
- Learn to Ignore the Old Rules
- Chapter 2: The New Rules of Marketing and PR
- The Long Tail of Marketing
- Tell Me Something I Don't Know, Please
- Bricks-and-Mortar News
- Advice from the Company President
- The Long Tail of PR
- The New Rules of Marketing and PR
- The Convergence of Marketing and PR on the Web
- Chapter 3: Reaching Your Buyers Directly
- The Right Marketing in a Wired World
- Let the World Know about Your Expertise
- Develop Information Your Buyers Want to Consume
- Buyer Personas: The Basics
- Think Like a Publisher
- Tell Your Organization's Story Directly
- Know the Goals and Let Content Drive Action
- Content and Thought Leadership
- Part II: Web-Based Communications to Reach Buyers Directly
- Chapter 4: Social Media and Your Targeted Audience
- What Is Social Media, Anyway?
- Social Media Is a Cocktail Party
- Facebook Group Drives 15,000 People to Singapore Tattoo Show
- The New Rules of Job Search
- How David Murray Found a New Job via Twitter
- Insignificant Backwaters or Valuable Places to Connect?
- Your Best Customers Participate in Online Forums-So Should You
- Your Space in the Forums.
- Wikis, Listservs, and Your Audience
- Creating Your Own Wiki
- Chapter 5: Blogs: Tapping Millions of Evangelists to Tell Your Story
- Blogs, Blogging, and Bloggers
- Understanding Blogs in the World of the Web
- The Four Uses of Blogs for Marketing and PR
- Monitor Blogs-Your Organization's Reputation Depends on It
- Comment on Blogs to Get Your Viewpoint Out There
- Work with the Bloggers Who Talk about You
- How to Reach Bloggers Around the World
- Do You Allow Employees to Send Email? How about Letting Them Blog?
- Breaking Boundaries: Blogging at McDonald's
- The Power of Blogs
- Get Started Today
- Chapter 6: Audio and Video Drive Action
- Digging Digg Video
- What University Should I Attend?
- The Best Job in the World
- Audio Content Delivery through Podcasting
- Putting Marketing Back in Musicians' Control
- Podcasting: More than Just Music
- Grammar Girl Podcast
- Chapter 7: The New Rules of News Releases
- News Releases in a Web World
- The New Rules of News Releases
- If They Find You, They Will Come
- Driving Buyers into the Sales Process
- Reach Your Buyers Directly
- Chapter 8: Going Viral: The Web Helps Audiences Catch the Fever
- Minty-Fresh Explosive Marketing
- Monitoring the Blogosphere for Viral Eruptions
- Creating a World Wide Rave
- Rules of the Rave
- Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download
- Viral Buzz for Fun and Profit
- The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet
- Clip This Coupon for 1 Million Off Ft. Myers, FL Home
- When You Have Explosive News, Make It Go Viral
- Chapter 9: The Content-Rich Web Site
- Political Advocacy on the Web
- Content: The Focus of Successful Web Sites
- Reaching a Global Marketplace
- Putting It All Together with Content
- Great Web Sites: More Art than Science.
- Part III: Action Plan for Harnessing the Power of the New Rules
- Chapter 10: You Are What You Publish: Building Your Marketing and PR Plan
- What Are Your Organization's Goals?
- Buyer Personas and Your Organization
- The Buyer Persona Profile
- Reaching Senior Executives
- The Importance of Buyer Personas in Web Marketing
- In Your Buyers' Own Words
- What Do You Want Your Buyers to Believe?
- Developing Content to Reach Buyers
- Obama for America
- Stick to Your Plan
- Chapter 11: Online Thought Leadership to Brand Your Organization as a Trusted Resource
- Developing Thought Leadership Content
- Forms of Thought Leadership Content
- How to Create Thoughtful Content
- Write What You Know
- Leveraging Thought Leaders Outside of Your Organization
- How Much Money Does Your Buyer Make?
- Chapter 12: How to Write for Your Buyers
- An Analysis of Gobbledygook
- Poor Writing: How Did We Get Here?
- Effective Writing for Marketing and PR
- The Power of Writing Feedback (from Your Blog)
- Chapter 13: How Web Content Influences the Buying Process
- Segmenting Your Buyers
- Elements of a Buyer-Centric Web Site
- Using RSS to Deliver Your Web Content to Targeted Niches
- Link Content Directly into the Sales Cycle
- A Friendly Nudge
- Close the Sale and Continue the Conversation
- An Open-Source Marketing Model
- Chapter 14: Social Networking Sites and Marketing
- Television's Eugene Mirman Is Very Nice and Likes Seafood
- Facebook: Not Just for Students
- Check Me Out on MySpace
- Tweet Your Thoughts to the World
- Social Networking and Personal Branding
- Connecting with Fans
- How Amanda Palmer Made 11,000 on Twitter in Two Hours
- Which Social Networking Site Is Right for You?
- You Can't Go to Every Party, So Why Even Try?
- Optimizing Social Networking Pages
- Start a Movement.
- Chapter 15: Blogging to Reach Your Buyers
- What Should You Blog About?
- Blogging Ethics and Employee Blogging Guidelines
- Blogging Basics: What You Need to Know to Get Started
- Pimp Out Your Blog
- Building an Audience for Your New Blog
- Tag, and Your Buyer Is It
- Fun with Sharpies (and Sharpie Fans)
- Blogging Outside of North America
- What Are You Waiting For?
- Chapter 16: Video and Podcasting Made, Well, as Easy as Possible
- Video and Your Buyers
- A Flip Video Camera in Every Pocket
- Getting Started With Video
- Knifing the Competition . . . and It's All Caught on Video
- Podcasting 101
- My Audio Is Your Podcast
- Chapter 17: How to Use News Releases to Reach Buyers Directly
- Developing Your News Release Strategy
- Publishing News Releases through a Distribution Service
- Reaching Even More Interested Buyers with RSS Feeds
- Simultaneously Publishing Your News Releases to Your Web Site
- The Importance of Links in Your News Releases
- Focus on the Keywords and Phrases Your Buyers Use
- Include Appropriate Social Media Tags
- If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!
- Chapter 18: The Online Media Room: Your Front Door for Much More Than the Media
- Your Online Media Room as (Free) Search Engine Optimization
- Best Practices for Online Media Rooms
- An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees
- Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room
- Chapter 19: The New Rules for Reaching the Media
- Nontargeted, Broadcast Pitches Are Spam
- The New Rules of Media Relations
- Blogs and Media Relations
- Launching Ideas with the U.S. Air Force
- How to Pitch the Media
- Chapter 20: Search Engine Marketing
- Making the First Page On Google
- Search Engine Optimization
- The Long Tail of Search.
- Carve Out Your Own Search Engine Real Estate
- Web Landing Pages to Drive Action
- Search Engine Marketing in a Fragmented Business
- Chapter 21: Make It Happen
- Getting the Help You Need (and Rejecting What You Don't)
- Great for Any Organization
- Now It's Your Turn
- Acknowledgments for the Second Edition
- Index
- About the Author
- Preview: World Wide Rave: Creating Triggers That Get Millions of People to Spread Your Ideas and Share Your Stories
- When 7 = 350,000,000
- Marketing Advice from Cindy Gordon, Vice President of New Media and Marketing Partnerships, Universal Orlando Resort
- A Formula for Success
- The World Wide Rave Empowers You
- Preview: The New Rules of Social Media book series
- Inbound Marketing: Get Found Using Google, Social Media, and Blogs
- Get Seen: Online Video Secrets to Building Your Business
- Social Media Metrics: How to Measure and Optimize Your Marketing Investment.
