The new rules of marketing & PR how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley
2017.
|
| Edición: | Sixth edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009849113006719 |
Tabla de Contenidos:
- The New Rules of Marketing &
- PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
- Contents
- Introduction
- The New Rules
- Life with the New Rules
- What's New
- Writing Like on a Blog, But in a Book
- Showcasing Success
- I: How the Web Has Changed the Rules of Marketing and PR
- 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
- 2: The New Rules of Marketing and PR
- The Most Important Communications Revolution in Human History
- Open for Business
- The Long Tail of Marketing
- Tell Me Something I Don't Know, Please
- Bricks-and-Mortar News
- The Long Tail of PR
- The New Rules of Marketing and PR
- The Convergence of Marketing and PR on the Web
- 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
- Big Birge Plumbing Company Grows Business in a Competitive Market
- Buyer Personas: The Basics
- Think Like a Publisher
- Staying Connected with Members and the Community
- Know the Goals and Let Content Drive Action
- Real-Time Business at American Airlines Reaches Buyers Directly
- II: Web-Based Communications to Reach Buyers Directly
- 4: Social Media and Your Targeted Audience
- What Is Social Media, Anyway?
- Social Media Is a Cocktail Party
- ``Upgrade to Canada´´ Social Program Nabs Tourists from Other Countries.
- Social Networking and Agility
- When Social Networking Doesn't Work: The Cannabis Business in America
- The New Rules of Job Search
- How to Find a New Job via Social Media
- Social Networking Drives Adagio Teas' Success
- 5: Blogs: Tapping Millions of Evangelists to Tell Your Story
- Why You Still Need a Blog in the Age of Social Networking
- Blogs, Blogging, and Bloggers
- A Blog (or Not a Blog)
- California Lawyer Blogs to Build Authority and Drive More Business
- 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
- Bloggers Love Interesting Experiences
- How to Reach Bloggers around the World
- Do You Allow Employees to Send Email? How about Letting Them Blog?
- Not Another Junky Blog
- Get Started Today
- 6: Audio and Video Drive Action
- Improv with the CIO
- What University Should I Attend?
- Building a Business One YouTube Video at a Time
- Have Fun with Your Videos
- Audio Content Delivery through Podcasting
- Hack the Entrepreneur Podcast Delivers New Customers for Host's Business
- Grammar Girl Podcast
- 7: 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
- Using Creative Commons to Facilitate Mashups and Spread Your Ideas
- Viral Buzz for Fun and Profit
- The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet
- Clip This Coupon for 1 Million Off Fort Myers, Florida, Home
- When You Have Explosive News, Make It Go Viral
- 8: The Content-Rich Website
- Political Advocacy on the Web
- Content: The Focus of Successful Websites.
- Reaching a Global Marketplace
- Make Your Site Mobile Friendly
- Putting It All Together with Content
- Great Websites: More Art Than Science
- 9: Marketing and PR in Real Time
- Real-Time Marketing and PR
- John Green Thumps Tom Cruise
- Develop Your Real-Time Mind-Set
- Real-Time Blog Post Drives 1 Million in New Business
- The Time Is Now
- Create Advertising Based on Real-Time Events
- Respond to Citizens Right Away
- Create a Real-Time Product
- Donate Your Product to Those in Need
- Tweet Thoughts to Your Market When They Are Watching
- Comment on Regulatory Change in Your Industry
- Use a News Release to React to Another Company's Announcement
- Snapchat for Business
- Crowdsourced Support
- III: Action Plan for Harnessing the Power of the New Rules
- 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
- How Beko Develops Products Global Consumers Are Eager to Buy
- 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
- Marketing Strategy Planning Template
- The New Rules of Measurement
- Asking Your Buyer for a Date
- Measuring the Power of Free
- What You Should Measure
- Stop Thinking of Content Creation as a Marketing Expense
- In 2016 the Best Marketer Was Elected President
- Stick to Your Plan
- 11: Growing Your Business: How Marketing and PR Drive Sales
- It's Time for a Sales Transformation
- How Web Content Influences the Buying Process
- Tips for Creating a Buyer-Centric Website
- Develop a Site Personality
- Photos and Images Tell Your Story
- Include Interactive Content Tools
- Make Feedback Loops Available.
- Provide Ways for Your Customers to Interact with Each Other
- Make Sure Your Site Is Current
- Include Social Media Share Buttons
- Think about Your Buyers' Preferred Media and Learning Styles
- Create Content with Pass-Along Value That Could Go Viral
- Step 1: Sales Begin with Informational Content
- Step 2: A Friendly Nudge
- Step 3: Closing the Deal
- An Open-Source Marketing Model
- Salespeople as Content Curators
- Your Company's Salesperson-in-Chief
- Educating Your Salespeople about the New Buying Process
- Registration or Not? Data from an E-Book Offer
- Close the Sale-Continue the Conversation
- Measure and Improve
- How a Content Strategy Grew Business by 50 Percent in One Year
- 12: Strategies for Creating Awesome Content
- Ways to Get Your Information Out There
- Blogs
- Audio and Video
- Photos, Images, Graphs, Charts, and Infographics
- Slide Presentations
- Long-Form Written Content
- Research and Survey Reports
- Email Newsletters
- Webinars
- E-Books
- White Papers
- An App for Anything
- How to Create Thoughtful Content
- How Raytheon Uses Journalists to Create Interesting Content
- Content Creation in Highly Regulated Industries
- Leveraging Thought Leaders Outside Your Organization
- Who Wrote That Awesome White Paper?
- How Much Money Does Your Buyer Make?
- 13: 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)
- Injecting Humor into Product Descriptions
- Brand Journalism at Boeing
- 14: Social Networking as Marketing
- Television's Eugene Mirman Is Very Nice and Likes Seafood
- Facebook: Not Just for Students
- How to Use Facebook to Market Your Product or Service
- Increase Engagements with Facebook Groups and Apps.
- Why Google Plus Is Important for Your Business
- Check Out My LinkedIn Profile
- Tweet Your Thoughts to the World
- Social Networking and Personal Branding
- The CIA Joins Twitter
- The Sharing More Than Selling Rule
- Make 85 Percent Sharing and Engaging
- Make 10 Percent Original Content
- Make 5 Percent or Less a Promotion about What You Do
- Connecting with Fans
- How Amanda Palmer Raised a Million Dollars via Social Networking
- Which Social Networking Site Is Right for You?
- You Can't Go to Every Party, So Why Even Try?
- Optimizing Social Networking Pages
- Integrate Social Media into an Offline Conference or Event
- Build a Passionate Fan Base
- Social Networking and Crisis Communications
- Why Participating in Social Media Is Like Exercise
- 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
- Cities That Blog
- Blogging outside North America
- What Are You Waiting For?
- 16: An Image Is Worth a Thousand Words
- Photographs as Compelling Content Marketing
- Images of Real People Work Better Than Inane Stock Photos
- How to Market an Expensive Product with Original Photographs
- Why I Love Instagram
- Marketing Your Product with Photos on Instagram
- Sharing with Pinterest
- The Power of SlideShare for Showcasing Your Ideas
- Infographics
- 17: Video and Podcasting Made Easy
- Video and Your Buyers
- Business-Casual Video
- Stop Obsessing over Video Release Forms
- Your Smartphone Is All You Need
- Facebook Live Is Great for Real-Time Content Marketing
- Video to Showcase Your Expertise
- Getting Started with Video
- Video Created for Buyers Generates Sales Leads
- Podcasting 101.
- 18: How to Use News Releases to Reach Buyers Directly.
