Real-Time Marketing and PR

David Meerman Scott 지음

Wiley 2011년 12월 01일 출간

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Launch effective real-time communications to win in today's always-on worldGone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. quot;Real timequot; 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 slothRead buying signals as people interact with your online informationCrowdsource product development, naming, and even marketing materials such as online videosEngage reporters to shape stories as they are being writtenCommand premium prices by delivering products at speedDeploy technology to listen in on millions of online discussions and instantly engage with customers and buyersScale 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!

목차

Introduction to the Revised Edition xiiiPrologue xvI Revolution Time 11 Grow Your Business Now 3Dave&-s Slingshot Goes Viral on Goliath 6The Stories Behind the Story: United Airlines, Taylor Guitars, and Calton Cases 9Break a Taylor Guitar and You Break this Man&-s Heart 10A Teachable Moment 12Case Study in Real-Time Product Development 12United Comes Untied 14Dave&-s Big Win 15Real-Time Engagement 162 Speed versus Sloth 19Google Finally Gets It 21Caught on the News Cycle Hamster Wheel 23Feeling an Invisible Presence in the Conference Hall 23What Matters Now 25Can You See the Pattern? 273 Laying Down Some Real-Time Law 29The New Laws on Speed 30The Real-Time Power Law 30The Real-Time Law of Normal Distribution 32How Would You React? 344 Real-Time Attitude 35Business as Usual 35The Real-Time Mind-Set 36No More Business as Usual 37It&-s Not the Tools, It&-s the Mind-Set Behind Them 395 Too Big to Succeed? 43Boeing&-s Radar Belatedly Spots Harry&-s Plane 44Thank You for Your Inquiry 48Contact Us (or Not) 49Making Contact 51How Fast Does the Fortune 100 Respond? 52The ROI of Real-Time 546 Live from the Revolution 57Always On 58Get in Sync with the Real-Time News Cycle 59The Old Media Relations Timeline 60Amazon.com as Big Brother 61Now: While News Is Happening 63Multiple Takes, One Story 64How They Make News in Real Time 65Did You Hear the One about the Pornographic Robocall? 66How to Engage the Media in Real Time 67How You Can Own &-&-The Second Paragraph&-&- 777 Crisis Communications and the Media 79Eurostar and Silence 79Twitter as a Crisis Communications Tool 81Real-Time Media Alerts 82Connect with Journalists before You Need Them 82Thrust into the New

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저자(글) David Meerman Scott

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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.