Real-time marketing and PR how to instantly engage your market, connect with customers, and create products that grow your business now
Launch effective real-time communications to win in today's always-on world Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. ""Real time"" means news breaks over minutes, not days. It m...
| Autor principal: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley and Sons
2012.
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| Edición: | Revised and updated edition |
| Colección: | Wiley Desktop Editions
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628030406719 |
Tabla de Contenidos:
- MARKETING & PR: HOW TO INSTANTLY ENGAGE YOUR MARKET, CONNECT WITH CUSTOMERS, AND CREATE PRODUCTS THAT GROW YOUR BUSINESS NOW; Contents; Introduction to the Revised Edition; Prologue; I Revolution Time; 1 Grow Your Business Now; Dave's Slingshot Goes Viral on Goliath; The Stories Behind the Story: United Airlines, Taylor Guitars, and Calton Cases; Break a Taylor Guitar and You Break this Man's Heart; A Teachable Moment; Case Study in Real-Time Product Development; United Comes Untied; Dave's Big Win; Real-Time Engagement; 2 Speed versus Sloth; Google Finally Gets It
- Caught on the News Cycle Hamster WheelFeeling an Invisible Presence in the Conference Hall; What Matters Now; Can You See the Pattern?; 3 Laying Down Some Real-Time Law; The New Laws on Speed; The Real-Time Power Law; The Real-Time Law of Normal Distribution; How Would You React?; 4 Real-Time Attitude; Business as Usual; The Real-Time Mind-Set; No More Business as Usual; It's Not the Tools, It's the Mind-Set Behind Them; 5 Too Big to Succeed?; Boeing's Radar Belatedly Spots Harry's Plane; Thank You for Your Inquiry; Contact Us (or Not); Making Contact; How Fast Does the Fortune 100 Respond?
- The ROI of Real-Time6 Live from the Revolution; Always On; Get in Sync with the Real-Time News Cycle; The Old Media Relations Timeline; Amazon.com as Big Brother; Multiple Takes, One Story; How They Make News in Real Time; Did You Hear the One about the Pornographic Robocall?; How to Engage the Media in Real Time; How You Can Own ''The Second Paragraph''; 7 Crisis Communications and the Media; Eurostar and Silence; Twitter as a Crisis Communications Tool; Real-Time Media Alerts; Connect with Journalists before You Need Them; Thrust into the News When You Least Expect It
- When You Have Hot NewsHow to Deflate a Scandal; The Time Is Now; The Million-Dollar Door; 8 What Are People Saying about You This Instant?; Who the Hell ARE These People?; The Importance of Being First; #AskObama; Tracking Those You Know; Choosing to Respond (or Not); Listening in to Millions of Discussions in Real Time; A 250-Grand Tweet!; Turning around a Critic; When You Don't Have an Immediate Answer; Social Web Analytics; A Selection of Social Web Analytics Services; How Even the Biggest Can Be Seamlessly Social; 9 Tap the Crowd for Quick Action; How to Title a Book or Name a Product
- A Crowd for Any PurposeFinding the Right Crowd; Massive Brainstorm; Crowdsourcing a Movie for Free; You Gotta Give to Get; II Connect with Your Market; 10 Real-Time Customer Connection; Connecting with Customers Is Marketing and PR; Why Should I Help You?; Interacting with Customers in Real Time; Friends Tweet Friends First; Embracing the Tweet; Let Followers Feel the Love on Twitter; How Can You Fight a Fire after the House Burns Down?; Meet Your Critics on Their Turf; Put the CEO to Work; It Can Happen to You!; Rapid Response with Instant Websites; Multiple Communications Channels
- Reaching Fans
