Real-time marketing & PR : how to instantly engage your market, connect with customers, and create products that grow your business now
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Bibliographic Information
Real-time marketing & PR : how to instantly engage your market, connect with customers, and create products that grow your business now
J. Wiley & Sons, c2011
- : cloth
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Real-time marketing and PR
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Includes bibliographical references and index
Description and Table of Contents
Description
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!
Table of Contents
Prologue ix I Revolution Time 1 1 Grow Your Business Now 3 Dave's Slingshot Goes Viral on Goliath 7 The Stories behind the Story: United Airlines, Taylor Guitars, and Calton Cases 10 Break a Taylor Guitar and You Break this Man's Heart 10 A Teachable Moment 12 Case Study in Real-Time Product Development 13 United Comes Untied 14 Dave's Big Win 16 Real-Time Engagement 17 2 Speed versus Sloth: Dispatches from the Front 19 Google Finally Gets It 21 Caught on the News Cycle Hamster Wheel 22 Feeling an Invisible Presence in the Conference Hall 23 What Matters Now 24 Can You See the Pattern? 26 3 Laying Down Some Real-Time Law 27 The New Laws on Speed 28 The Real-Time Power Law 28 The Real-Time Law of Normal Distribution 30 How Would You React? 32 4 Real-Time Attitude 33 Business as Usual 33 The Real-Time Mind-Set 34 No More Business as Usual 35 It's Not the Tools, It's the Mind-Set Behind Them 37 5 Too Big to Succeed? 40 Boeing's Radar Belatedly Spots Harry's Plane 41 Thank You for Your Inquiry 45 Contact Us (Or Not) 46 Making Contact 48 How Fast Does the Fortune 100 Respond? 49 6 Engage the Media at Their Convenience 51 Always On 52 The Revolution, Live on YouTube and Twitter 52 Get in Sync with the Real-Time News Cycle 53 The Old Media Relations Timeline 54 Amazon as Big Brother 55 Now: While News Is Happening 57 Multiple Takes, One Story 58 How They Make News in Real Time 59 Did You Hear the One about the Pornographic Robocall? 59 How to Engage the Media in Real Time 61 7 Crisis Communications and the Media 71 Eurostar and Silence 71 Twitter as a Crisis Communications Tool 73 Real-Time Media Alerts 74 Connect with Journalists before You Need Them 74 Thrust into the News When You Least Expect It 76 When You Have Hot News 77 How to Deflate a Scandal 78 The Time Is Now 79 The Million-Dollar Door 79 8 What Are People Saying about You This Instant? 82 Who the Hell Are These People? 82 Tracking Those You Know 87 Choosing to Respond (Or Not) 88 Listening in to Millions of Discussions in Real Time 89 A $250-Grand Tweet! 90 Turning around a Critic 92 When You Don't Have an Immediate Answer 93 Social Web Analytics 94 A Selection of Social Web Analytics Services 95 How Even the Biggest Can Be Seamlessly Social 98 9 Tap the Crowd for Quick Action 100 How to Title a Book or Name a Product 101 A Crowd for Any Purpose 102 Finding the Right Crowd 104 Massive Brainstorm 106 Crowdsourcing a Movie for Free 106 You Gotta Give to Get 108 II Connect with Your Market 111 10 Real-Time Customer Connection 113 Connecting with Customers Is Marketing and PR 114 Why Should I Help You? 116 Interacting with Customers in Real Time 118 Friends Tweet Friends First 119 Embracing the Tweet 120 Let Followers Feel the Love on Twitter 123 How Can You Fight a Fire after the House Burns Down? 124 Meet Your Critics on Their Turf 126 Put the CEO to Work 126 It Can Happen to You! 127 Respond Rapidly with Instant Web Sites 129 Multiple Communications Channels 131 Reaching Fans 135 11 Going Mobile, Real Time Is All the Time 138 Tapping the World for Recommendations 139 Looking to Buy a House 141 Reaching Buyers via Mobile 143 12 They Want It Immediately 145 I Want It Now 146 Real Time with the Grateful Dead 147 Real-Time Products for Your Marketplace 150 Hot Jobs in Real Time? 151 Book Publisher Goes Real Time with Truman Fires MacArthur 153 Real-Time Futures Trading Training Course 154 III Grow Your Business Now 157 13 Let Them Communicate ... Now 159 Real-Time Communications Policy 161 How to Develop Real-Time Communications Guidelines 171 Publishing Your Guidelines 172 Encouraging Communications 173 When One of the Flock Strays 174 Chief Real-Time Communications Officer 175 Let Employees Communicate Now 177 14 How Your Web Site Becomes a Real-Time Machine 178 Respond Now, While Buyers Are Hot 179 Know When She's Ready for You 181 Test It Out! 183 What's the Other Guy Doing? 183 15 Make the Sale 186 Real-Time, Data-Driven Marketing and Sales 186 Real-Time Technology 188 I Heard You Just Came into Some Wealth! 190 Make Your Sales Team Love You 192 Real-Time Sales Playbooks 193 They Know What I'm Doing! 195 16 Business at the Speed of Now 197 The Mass-Media Aberration 198 Lutz and Me 200 Yes, We're Listening! 202 TweetDeck in Motown 203 GM Learns to Show Its Human Face 203 Lutz Always Gets the Last Word 204 How Real-Time Communications Sells Cars 205 Starting Up in Real Time 206 Improvising under the Volcano 209 It's about Focusing the Mind-Set on the Tools 210 Appendix 213 Media Sources 219 Acknowledgments 227 About the Author 229 Have David Meerman Scott Speak at Your Next Event 231 Index 233
by "Nielsen BookData"
