DAVID MEERMAN SCOTT is the author of Real-Time Marketing & PR, World Wide Rave, Marketing Lessons from the Grateful Dead, and The New Rules of Marketing & PR. His books open people's eyes to the new realities of marketing and public relations. 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 directly and in real time.

Foreword by Robert Scoble xix Welcome to the Third Edition of The New Rules xxiii Introduction xxvii The New Rules xxix Trying to Write Like a Blog, But in a Book xxix Showcasing Innovative Marketers xxxi I How the Web Has Changed the Rules of Marketing and PR 1 1 The Old Rules of Marketing and PR Are Ineffective in an Online World 3 Advertising: A Money Pit of Wasted Resources 6 One-Way Interruption Marketing Is Yesterday's Message 7 The Old Rules of Marketing 8 Public Relations Used to Be Exclusively about the Media 8 Public Relations and Third-Party Ink 9 Yes, the Media Are Still Important 10 Press Releases and the Journalistic Black Hole 11 The Old Rules of PR 11 Learn to Ignore the Old Rules 13 2 The New Rules of Marketing and PR 15 The Long Tail of Marketing 17 Tell Me Something I Don't Know, Please 18 Bricks-and-Mortar News 19 Advice from the Company President 21 The Long Tail of PR 22 The New Rules of Marketing and PR 23 The Convergence of Marketing and PR on the Web 24 3 Reaching Your Buyers Directly 25 The Right Marketing in a Wired World 26 Let the World Know about Your Expertise 27 Develop Information Your Buyers Want to Consume 28 Buyer Personas: The Basics 29 Think Like a Publisher 31 Tell Your Organization's Story Directly 32 Know the Goals and Let Content Drive Action 33 Content and Thought Leadership 34 II Web-Based Communications to Reach Buyers Directly 35 4 Social Media and Your Targeted Audience 37 What Is Social Media, Anyway? 38 Social Media Is a Cocktail Party 39 Facebook Group Drives 15,000 People to Singapore Tattoo Show 40 The New Rules of Job Search 41 How David Murray Found a New Job via Twitter 43 Insignificant Backwaters or Valuable Places to Connect? 44 Your Best Customers Participate in Online Forums-So Should You 47 Your Space in the Forums 50 Wikis, Listservs, and Your Audience 52 Creating Your Own Wiki 54 5 Blogs: Tapping Millions of Evangelists to Tell Your Story 57 Blogs, Blogging, and Bloggers 59 A Blog (or Not a Blog) 60 Understanding Blogs in the World of the Web 61 The Four Uses of Blogs for Marketing and PR 64 Monitor Blogs-Your Organization's Reputation Depends on It 65 Comment on Blogs to Get Your Viewpoint Out There 66 Work with the Bloggers Who Talk about You 67 Bloggers Love Interesting Experiences 69 How to Reach Bloggers around the World 70 Do You Allow Employees to Send Email? How about Letting Them Blog? 70 Breaking Boundaries: Blogging at McDonald's 72 The Power of Blogs 73 Get Started Today 74 6 Audio and Video Drive Action 75 Digging Digg Video 75 What University Should I Attend? 76 The Best Job in the World 77 Have Fun with Your Videos 79 Audio Content Delivery through Podcasting 81 Putting Marketing Back in Musicians' Control 82 Podcasting: More Than Just Music 84 Grammar Girl Podcast 85 7 The New Rules of News Releases 87 News Releases in a Web World 89 The New Rules of News Releases 89 If They Find You, They Will Come 90 Driving Buyers into the Sales Process 92 Reach Your Buyers Directly 93 8 Going Viral: The Web Helps Audiences Catch the Fever 95 Minty-Fresh Explosive Marketing 95 Monitoring the Blogosphere for Viral Eruptions 97 Creating a World Wide Rave 99 Rules of the Rave 100 Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 101 Using Creative Commons to Facilitate Mashups and Spread Your Ideas 103 Viral Buzz for Fun and Profit 104 The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet 104 Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 105 When You Have Explosive News, Make It Go Viral 106 9 The Content-Rich Website 111 Political Advocacy on the Web 112 Content: The Focus of Successful Websites 114 Reaching a Global Marketplace 115 Putting It All Together with Content 116 Great Websites: More Art Than Science 118 10 Marketing and PR in Real Time 121 Real-Time Marketing and PR 122 Develop Your Real-Time Mind-Set 123 Real-Time Blog Post Drives $1 Million in New Business 124 The Time Is Now 126 Crowdsourced Support 129 III Action Plan for Harnessing the Power of the New Rules 135 11 You Are What You Publish: Building Your Marketing and PR Plan 137 What Are Your Organization's Goals? 138 Buyer Personas and Your Organization 140 The Buyer Persona Profile 141 Reaching Senior Executives 144 The Importance of Buyer Personas in Web Marketing 145 In Your Buyers' Own Words 146 What Do You Want Your Buyers to Believe? 148 Developing Content to Reach Buyers 150 Marketing Strategy Planning Template 153 The New Rules of Measurement 157 Asking Your Buyer for a Date 158 Measuring the Power of Free 158 What You Should Measure 159 Registration or Not? Data from an e-Book Offer 160 Educating Your Salespeople about the New Sales Cycle 162 Obama for America 163 Stick to Your Plan 168 12 Online Thought Leadership to Brand Your Organization as a Trusted Resource 169 Developing Thought Leadership Content 169 Forms of Thought Leadership Content 170 How to Create Thoughtful Content 175 Leveraging Thought Leaders Outside of Your Organization 176 How Much Money Does Your Buyer Make? 176 13 How to Create for Your Buyers 179 An Analysis of Gobbledygook 180 Poor Writing: How Did We Get Here? 181 Effective Writing for Marketing and PR 183 The Power of Writing Feedback (from Your Blog) 184 14 How Web Content Influences the Buying Process 187 Segmenting Your Buyers 188 Elements of a Buyer-Centric Website 190 Using RSS to Deliver Your Web Content to Targeted Niches 195 Link Content Directly into the Sales Cycle 196 A Friendly Nudge 198 Close the Sale and Continue the Conversation 198 An Open-Source Marketing Model 199 15 Mobile Marketing: Reaching Buyers Wherever They Are 203 Make Your Site Mobile Friendly 204 Build Your Audience via Mobile 205 Geolocation: When Your Buyer Is Nearby 207 The Mobile Media Room 208 An App for Anything 209 Cyber Graffiti with WiFi Network Names as Advertising 210 16 Social Networking Sites and Marketing 213 Television's Eugene Mirman Is Very Nice and Likes Seafood 214 Facebook: Not Just for Students 215 Check Me Out on MySpace 219 Tweet Your Thoughts to the World 220 Social Networking and Personal Branding 223 The Horse Twitterer 225 Connecting with Fans 226 How Amanda Palmer Made $11,000 on Twitter in Two Hours 228 Which Social Networking Site Is Right for You? 229 You Can't Go to Every Party, So Why Even Try? 231 Optimizing Social Networking Pages 232 Integrate Social Media into an Offline Conference or Event 233 Start a Movement 234 Why Participating in Social Media Is Like Exercise 235 17 Blogging to Reach Your Buyers 237 What Should You Blog About? 238 Blogging Ethics and Employee Blogging Guidelines 240 Blogging Basics: What You Need to Know to Get Started 241 Pimp Out Your Blog 244 Building an Audience for Your New Blog 245 Tag, and Your Buyer Is It 247 Fun with Sharpies (and Sharpie Fans) 247 Blogging outside of North America 248 What Are You Waiting For? 250 18 Video and Podcasting Made, Well, as Easy as Possible 251 Video and Your Buyers 251 Business-Casual Video 252 Stop Obsessing over Video Release Forms 253 A Flip Video Camera in Every Pocket 254 Getting Started with Video 255 Video Created for Buyers Generates Sales Leads 257 Podcasting 101 258 19 How to Use News Releases to Reach Buyers Directly 263 Developing Your News Release Strategy 264 Publishing News Releases through a Distribution Service 265 Reaching Even More Interested Buyers with RSS Feeds 266 Simultaneously Publishing Your News Releases to Your Website 267 The Importance of Links in Your News Releases 267 Focus on the Keywords and Phrases Your Buyers Use 268 Include Appropriate Social Media Tags 270 If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 270 20 The Online Media Room: Your Front Door for Much More Than the Media 273 Your Online Media Room as (Free) Search Engine Optimization 274 Best Practices for Online Media Rooms 275 An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees 282 Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room 284 21 The New Rules for Reaching the Media 285 Nontargeted, Broadcast Pitches Are Spam 285 The New Rules of Media Relations 286 Blogs and Media Relations 287 How Blog Mentions Drive Mainstream Media Stories 288 Launching Ideas with the U.S. Air Force 291 How to Pitch the Media 293 22 Search Engine Marketing 297 Making the First Page on Google 299 Search Engine Optimization 300 The Long Tail of Search 301 Carve Out Your Own Search Engine Real Estate 302 Web Landing Pages to Drive Action 303 Search Engine Marketing in a Fragmented Business 306 23 Make It Happen 309 Getting the Help You Need (and Rejecting What You Don't) 310 Great for Any Organization 315 Now It's Your Turn 317 Acknowledgments for the Third Edition 319 About the Author 321 Preview: Real-Time Marketing & PR 323 Preview: The New Rules of Social Media Book Series 341 Index 347