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
means companies develop (or refine) products or services instantly,
based on feedback from customers or events in the marketplace. And
it's when businesses see an opportunity and are the first to act on
it. In this eye-opening follow-up to The New Rules of Marketing
and PR, a BusinessWeek bestseller, David Meerman Scott
reveals the proven, practical steps to take your business into the
real-time era.
Find out how to act and react flexibly as events occur, position
your brand in the always-on world of the Web, and avoid
embarrassing mistakes and missteps. Real-Time Marketing and
PR will also enable you to:
* Develop a business culture that encourages speed over
sloth
* Read buying signals as people interact with your online
information
* Crowdsource product development, naming, and even marketing
materials such as online videos
* Engage reporters to shape stories as they are being
written
* Command premium prices by delivering products at speed
* Deploy technology to listen in on millions of online
discussions and instantly engage with customers and buyers
Scale and media buying power are no longer a decisive advantage.
What counts today is speed and agility. While your competitors
scramble to adjust, you can seize the initiative, open new
channels, and grow your brand. Master Real-Time Marketing and
PR today and become the first to act, the first to respond, and
the first to win!
Autorentext
David Meerman Scott's book The New Rules of Marketing and PR opened people's eyes to the new realities of marketing and public relations on the Web. Six months on the BusinessWeek bestseller list, with over a quarter million copies in print in more than twenty-five languages, New Rules, now in its third edition, is a modern business classic. David's popular blog and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers in real time.
Zusammenfassung
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 means companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it. In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller, David Meerman Scott reveals the proven, practical steps to take your business into the real-time era.
Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to:
- Develop a business culture that encourages speed over sloth
- Read buying signals as people interact with your online information
- Crowdsource product development, naming, and even marketing materials such as online videos
- Engage reporters to shape stories as they are being written
- Command premium prices by delivering products at speed
- Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers
Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!
Inhalt
Introduction to the Revised Edition xiii
Prologue xv
I Revolution Time 1
1 Grow Your Business Now 3
Dave's Slingshot Goes Viral on Goliath 6
The Stories Behind the Story: United Airlines, Taylor Guitars, and Calton Cases 9
Break a Taylor Guitar and You Break this Man's Heart 10
A Teachable Moment 12
Case Study in Real-Time Product Development 12
United Comes Untied 14
Dave's Big Win 15
Real-Time Engagement 16
2 Speed versus Sloth 19
Google Finally Gets It 21
Caught on the News Cycle Hamster Wheel 23
Feeling an Invisible Presence in the Conference Hall 23
What Matters Now 25
Can You See the Pattern? 27
3 Laying Down Some Real-Time Law 29
The New Laws on Speed 30
The Real-Time Power Law 30
The Real-Time Law of Normal Distribution 32
How Would You React? 34
4 Real-Time Attitude 35
Business as Usual 35
The Real-Time Mind-Set 36
No More Business as Usual 37
It's Not the Tools, It's the Mind-Set Behind Them 39
5 Too Big to Succeed? 43
Boeing's Radar Belatedly Spots Harry's Plane 44
Thank You for Your Inquiry 48
Contact Us (or Not) 49
Making Contact 51
How Fast Does the Fortune 100 Respond? 52
The ROI of Real-Time 54
6 Live from the Revolution 57
Always On 58
Get in Sync with the Real-Time News Cycle 59
The Old Media Relations Timeline 60
Amazon.com as Big Brother 61
Now: While News Is Happening 63
Multiple Takes, One Story 64
How They Make News in Real Time 65
Did You Hear the One about the Pornographic Robocall? 66
How to Engage the Media in Real Time 67
How You Can Own ''The Second Paragraph'' 77
7 Crisis Communications and the Media 79
Eurostar and Silence 79
Twitter as a Crisis Communications Tool 81
Real-Time Media Alerts 82
Connect with Journalists before You Need Them 82
Thrust into the News When You Least Expect It 85
When You Have Hot News 86
How to Deflate a Scandal 87
The Time Is Now 88
The Million-Dollar Door 88
8 What Are People Saying about You This Instant? 91
Who the Hell ARE These People? 91
The Importance of Being First 95
#AskObama 96
Tracking Those You Know 98
Choosing to Respond (or Not) 99
Listening in to Millions of Discussions in Real Time 100
A $250-Grand Tweet! 102
Turning around a Critic 103
When You Don't Have an Immediate Answer 104
Social Web Analytics 105
A Selection of Social Web Analytics Services 107
How Even the Biggest Can Be Seamlessly Social 109
9 Tap the Crowd for Quick Action 111
How to Title a Book or Name a Product 112
A Crowd for Any Purpose 113
Finding the Right Crowd 115
Massive Brainstorm 117
Crowdsourcing a Movie for Free 118
You Gotta Give to Get 119
II Connect with Your Market 121
10 Real-Time Customer Connection 123
Connecting with Customers Is Marketing and PR 124
Why Should I Help You? 126
Interacting with Customers in Real Time 128
Friends Tweet Friends First 129
Embracing the Tweet 130
Let Followers Feel the Love on Twitter 134
How Can You Fight a Fire after the House Burns Down? 135
Meet Your Critics on Their Turf 136