The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly.
David Meerman. Scott
Bok Engelsk 2015 · Electronic books.
| Omfang | 1 online resource (465 pages)
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|---|---|
| Utgave | 5th ed.
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| Opplysninger | Intro -- Praise for The New Rules of Marketing & -- PR -- Title Page -- Copyright -- Dedication -- Foreword -- Introduction -- The New Rules -- Life with the New Rules -- What's New -- Writing Like on a Blog, But in a Book -- Showcasing Success -- 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 Most Important Communication 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 -- 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 -- 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 -- 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 -- "Upgrade to Canada" Social Program Nabs Tourists from Other Countries -- Social Networking and Agility -- The New Rules of Job Search.. - How a Content Strategy Grew Business by 50 Percent in One Year -- Chapter 12: 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 -- How Raytheon Uses Journalists to Create Interesting Content -- Thought Leadership in Highly Regulated Industries -- Leveraging Thought Leaders outside Your Organization -- Who Wrote That Awesome White Paper? -- How Much Money Does Your Buyer Make? -- Chapter 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 -- Chapter 14: Mobile Marketing: Reaching Buyers Wherever They Are -- Join the Revolution -- Make Your Site Mobile Friendly -- Build Your Audience via Mobile -- Geolocation: When Your Buyer Is Nearby -- QR Codes to Drive People to Your Content -- The Mobile Media Room -- An App for Anything -- Cyber Graffiti with WiFi Network Names as Advertising -- Chapter 15: 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 Horse Twitterer -- The CIA Joins Twitter -- The Sharing More Than Selling Rule -- 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.. - How to Find a New Job via Social Media -- 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 -- Social Networking Drives Adagio Teas' Success -- Chapter 5: Blogs: Tapping Millions of Evangelists to Tell Your Story -- 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 -- Work with the Bloggers Who Talk about You -- 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 -- The Power of Blogs -- Get Started Today -- Chapter 6: Audio and Video Drive Action -- Create Goodwill with Customers -- What University Should I Attend? -- The Best Job in the World -- Have Fun with Your Videos -- Audio Content Delivery through Podcasting -- Hack the Entrepreneur Podcast Delivers New Customers for Host's Business -- Grammar Girl Podcast -- Chapter 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 -- Chapter 8: The Content-Rich Website.. - If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!.. - 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 -- Chapter 16: 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) -- Cities That Blog -- Blogging outside North America -- What Are You Waiting For? -- Chapter 17: 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 -- Sharing with Pinterest -- The Power of SlideShare for Showcasing Your Ideas -- Infographics -- Chapter 18: Video and Podcasting Made, Well, as Easy as Possible -- Video and Your Buyers -- Business-Casual Video -- Stop Obsessing over Video Release Forms -- Your Smartphone Is All You Need -- Video to Showcase Your Expertise -- Getting Started with Video -- Video Created for Buyers Generates Sales Leads -- Podcasting 101 -- Chapter 19: How to Use News Releases to Reach Buyers Directly -- 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 -- Developing Your News Release Strategy -- Publishing News Releases through a Distribution Service -- Reach Even More Interested Buyers with RSS Feeds -- Simultaneously Publish Your News Releases to Your Website -- The Importance of Links in Your News Releases -- Focus on the Keywords and Phrases Your Buyers Use -- Include Appropriate Social Media Tags.. - Political Advocacy on the Web -- Content: The Focus of Successful Websites -- Reaching a Global Marketplace -- Putting It All Together with Content -- Great Websites: More Art Than Science -- Chapter 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 -- Chronicle Your Life and Business with Live Video Feeds -- Crowdsourced Support -- 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 -- 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 -- Obama for America -- Stick to Your Plan -- Chapter 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 -- 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.
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| Emner | |
| Sjanger | |
| Dewey | |
| ISBN | 9781119070672
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| ISBN(galt) |
