The New Rules of Marketing and PR. David Meerman Scott
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CONTENTS
1 Cover
2 Praise for The New Rules of Marketing & PR
4 Introduction The New Rules Life with the New Rules What’s New Writing Like on a Blog, but in a Book Showcasing Success Notes
5 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 Notes 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 Notes 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 Notes
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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
Notes
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
Notes
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