The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition
by David Meerman Scott
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Book Summary Information
Author: David Meerman ScottEdition: Paperback
Audio: English (Unknown); English (Original Language); English (Published)
Published: 2010-01-12
ISBN: 0470547812
Number of pages: 320
Publisher: Wiley
Book Reviews of The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition
Book Review: The Best Introduction to Internet Marketing
Summary: 5 Stars
"Before the Web came along, there were only three ways to get noticed: buy expensive advertising, beg the mainstream media to tell your story for you, or hire a huge sales staff to bug people one at a time about your products." -- says David Meerman Scott in the introduction to "The New Rules of Marketing and PR." This book is an excellent overview of web marketing principles. I recommend this text to anyone who wants to become a better web marketer.
The New Rules became a best seller through online marketing. After a successful career in PR, Scott created a blog, gave away 250,000 ebooks, and mailed advance copies of his printed books to prominent bloggers. The old way of launching a book would have been exclusively through sales, press releases, advertising and a book tour. Early on Scott describes how the old ways are becoming increasingly inefficient, ineffective, and often insulting.
Scott's essential message is that you can now bypass the traditional marketing channels and reach out directly to customers, provided you have a worthwhile offering and message. To do this, you must philosophically move from monologue to dialog and from propaganda to participation. These necessary changes in marketing approach are the result of the Internet's expansion of communication channels from one-to-many . . . to many-to-one . . . to many-to-many . . . to one-to-one. These four communication modalities combined with the ability to bypass land-based distribution channels and transact commerce online represents a sea change in marketing.
Scott recommends that contemporary marketers think like a publisher. "Publishers consider all the following questions: Who are my readers? How do I reach them? What are their motivations? What are the problems I can help them solve? How can I entertain them and inform them at the same time? What content will compel them to purchase what I have to offer?" -- says Scott. He goes on to say content is not only King, it is also the Pope.
The book also describes a vivid metaphor for the Internet and Social Media. Scott compares the Internet to a city, where Craigslist has a bulletin board at the entrance to the corner store, eBay is holding a garage sale, and Amazon is full of customers who want to share their buying experiences. Social media participants hold forth in cocktail parties and pubs all across the city. Spam and adult entertainment gird the underbelly of the city. You have to learn your way around this new world.
Success in this "online city" is measured through buzz, search engine rankings and direct response. For those who cannot afford to boil the sea with traditional marketing, this online world is an attractive alternative. Central to this strategy is providing useful content that earns back-links to your website from other respected websites. This need for back-links is a direct result of Google's PageRank indexing algorithm, which ranks search results largely by relevant and authoritative back-links.
Useful content is central to Scott's strategy, because content attracts links from other sites, and content provides value to visitors. Content can arrive through blogs, PDF white papers and ebooks, polls, research studies, cartoons, graphs and charts, games, contests, video, wikis, emails, text messages, forums, podcasts and slideshows. To succeed with a content strategy you need an editorial plan that keeps content fresh. Once you start creating content you can spread the word through social networking sites such as Facebook, Twitter and LinkedIn. It also helps to post comments on other blogger's posts, which you can find through Technorati or Google Blog Search.
With regard to website design, Scott recommends that you start by profiling buyer personas -- a more personal way of orienting strategists and creatives than the traditional demographic statistics. Personas can be expressed through lifestyle descriptors, imaginary dialogs, and pictorial collages. Once the personas are complete, Scott suggests focusing on content strategy first, then technology and design. Scott also suggests having widgets on your site for Delicious and Digg because these tags lead to back-links. A pressroom can also be helpful. On launch day your site should be organized and written from the buyers' perspective and not feel like an online brochure.
Chapter 12 on writing for the web is one of the best. Scott opens by saying, "Your buyers (and the media that covers your company) want to know what specific problems your product solves, and they want proof that it works -- in plain language. Your marketing and PR is meant to be the beginning of a relationship with buyers and to drive action (such as generating sales leads), which requires a focus on buyer problems." The chapter goes on to pillory world class business jargon and innovative gobbledygook. It is a good read.
Chapters 13-21 delve into the nuts and bolts of making your strategy work. There is specific advice on the Internet sales cycle, Social Media Marketing, blogging, video and podcast production, news releases, media rooms, press outreach, and search engine optimization. Each chapter provides a good overview.
The book is peppered with examples of people and companies who have succeeded using the New Rules. Scott does not say that traditional marketing no longer works; he just says it is getting more costly and less effective every day. I like this balanced perspective.
A central case study for effective use of The New Rules of Marketing and PR is the political campaign of Barrack Obama. Without taking sides, Scott describes how the Obama campaign secured an email list of 13 million people, reached 5 million Facebook friends, generated PR by announcing VP Biden through Twitter, and raised $640 million from 3 million online donors.
My personal experience is that used properly, online marketing can be much more effective than traditional marketing. The challenge is that online marketing is neither easy nor free. Success requires knowledge, imagination, experimentation, and the right technical skills. It also takes time and patience to succeed. And any campaign needs to be backed by the traditional marketing concepts of segmentation, positioning, branding and communication strategy.
Letting Go of the Words: Writing Web Content that Works (Interactive Technologies)
More The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition reviews:
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Summary of The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition
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
 |
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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