A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices
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 new second edition paperback keeps you up-to-date on the latest trends.
- New case studies and current examples are included to illustrate the very latest in marketing and PR trends
- Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
- Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
- David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley
The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.
A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices
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 new second edition paperback keeps you up-to-date on the latest trends.
- New case studies and current examples are included to illustrate the very latest in marketing and PR trends.
- Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
- Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
- David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley
The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.
Social Media Marketing Top Seven
Amazon-exclusive content from author David Meerman Scott
Establishing a social media marketing strategy and creating effective Web content that is indexed by search engines is critical for any business. When people are looking for answers to problems, they go online first!
People and organizations that participate in social media (creating YouTube videos, participating on sites like LinkedIn, Facebook, and Twitter, starting a blog and the like) become part of a vibrant online community and show that market that they are worthy of doing business with.
Unlike non-targeted, in-your-face, interruption-based advertising, social media is content that people actually
want to see. How cool is that? Rather than forcing you to convince people to pay attention to your products and services by dreaming up messages and ad campaigns, search engines deliver interested buyers right to your company’s virtual doorstep. This is a marketer’s dream-come-true.
However, most marketers don’t know how to harness this exciting form of marketing. Their most common mistake is to spend way too much time talking about your company’s products and services and worrying too much about being “on message.” In addition, many companies are fearful of jumping into the social media waters because it seems scary to put yourself out there.
Top Seven Ways to Get the Most Out of Social Networking Sites: 1. Target a specific audience. Create a page that reaches an audience that is important to your organization. It is usually better to reach a small niche market than try to go large.
2. Be a thought leader. Provide valuable and interesting information that people want to check out. It is better to show your expertise in a market or at solving a buyer’s problems than to blather on about your product.
3. Create lots of links. Link to your own sites and blog, and those of others in your industry and network. Everybody loves links—it makes the Web what it is. You should certainly link to your own stuff from a social networking site (like your blog), but also link to other people’s sites and content in your own market.
4. Encourage people to contact you. Make it easy for people to reach you online, and be sure to follow up personally on your fan mail.
5. Participate. Create groups and participate in online discussions. Become an online leader and organizer.
6. Make it easy to find you. Tag your page and add your page into the subject directories. Encourage others to bookmark your page with del.icio.us and DIGG.
7. Experiment. These sites are great because you can try new things. If it isn’t working, tweak it. Or abandon the effort and try something new. There is no such thing as an expert in social networking—we’re all learning as we go!
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- ISBN13: 9781401323493
- Condition: New
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“Adam Penenberg’s lively book opens a window to all of our futures…”
–Ken Auletta, author of Googled: The End of the World as We Know It
“If you want to understand all things viral, this is the place to start. Penenberg’s reporting gives us a ringside seat for some of the biggest viral success stories in history, from Tupperware to Ning.”
–Dan Heath, co-author of Made to Stick: Why Some Ideas Survive and Others Die
“One of the most astounding things about the Web age is how the best advertising is often no advertising at all. Penenberg masterfully explains how this works with case studies of products that were designed to spread. Every product can use a dose of this technique; this is the book to get to learn how.”
–Chris Anderson, author of Free: The Future of a Radical Price
“In tight, engaging prose, Adam captures the essence of the ever-scaling power of the virus. It’s not just for geeks anymore.”
–Seth Godin, author of Tribes
“Penenberg discovers the perpetual motion machine for business and marketing… Buy this book. Catch a virus. Make a fortune.”
–Jeff Jarvis
“Penenberg has unlocked the secret to the most successful digital businesses. An indispensable read.”
–Robert Safian, Editor-in-Chief, Fast Company
“Instead of entrusting your business to a guru with an agenda and a ghostwriter, you should be turning to a pro journalist like Adam Penenberg, who understands the way media and money interact, has the critical faculty to engage with these phenomena in an unbiased fashion, and the technical facility to explain them to you in an entirely engaging, informative, and actionable way.”
–Douglas Rushkoff, author of Media Virus and Life Inc: How the world became a corporation and how to take it back.
Here’s something you may not know about today’s Internet. Simply by designing your product the right way, you can build a flourishing business from scratch. No advertising or marketing budget, no need for a sales force, and venture capitalists will flock to throw money at you.
Many of the most successful Web 2.0 companies, including MySpace, YouTube, eBay, and rising stars like Twitter and Flickr, are prime examples of what journalist Adam L. Penenberg calls a “viral loop”–to use it, you have to spread it. After all, what’s the sense of being on Facebook if none of your friends are? The result: Never before has there been the potential to create wealth this fast, on this scale, and starting with so little.
In this game-changing must-read, Penenberg tells the fascinating story of the entrepreneurs who first harnessed the unprecedented potential of viral loops to create the successful online businesses–some worth billions of dollars–that we have all grown to rely on. The trick is that they created something people really want, so much so that their customers happily spread the word about their product for them.
All kinds of businesses–from the smallest start-ups to nonprofit organizations to the biggest multinational corporations–can use the paradigm-busting power of viral loops to enable their business through technology. Viral Loop is a must-read for any entrepreneur or business interested in uncorking viral loops to benefit their bottom line.
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