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E1FFIRS 12/04/2009 Page 10

E1FFIRS 12/04/2009 Page 1

Praise for The New Rules of Marketing and PR

‘‘This excellent look at the basics of new-millennial marketing should

find use in the hands of any serious PR professional making the

transition.’’

—Publishers Weekly (starred review)

‘‘Most professional marketers—and the groups in which they work

—are on the edge of becoming obsolete, so they’d better learn how

marketing is really going to work in the future.’’

—BNET, ‘‘The Best & Worst Business Books’’

‘‘The New Rules of Marketing and PR has inspired me to do what I

have coached so many young artists to do, ‘Find your authentic

voice, become vulnerable, and then put yourself out there.’ David

Meerman Scott expertly and clearly lays out how to use many great

new tools to help accomplish this. Since reading this book, I have

been excited about truly connecting with people without the filter of

all the ‘old PR’ hype. It has been really energizing for me to speak

about things that I really care about, using my real voice.’’

—Meredith Brooks, Multi-Platinum Recording Artist,

Writer and Producer, and Founder of record label

Kissing Booth Music

‘‘I’ve relied on The New Rules of Marketing & PR as a core text for my

New Media and Public Relations course at Boston University for the

past six semesters. David’s book is a bold, crystal clear, and practical

guide toward a new (and better) future for the profession.’’

—Stephen Quigley, Boston University

‘‘What a wake-up call! By embracing the strategies in this book, you

will totally transform your business. David Meerman Scott shows you

a multitude of ways to propel your company to a thought leadership

position in your market and drive sales—all without a huge budget. I

am a huge fan and practitioner of his advice.’’

—Jill Konrath, Author of Selling to Big Companies,

Chief Sales Officer, SellingtoBigCompanies.com

E1FFIRS 12/04/2009 Page 2

‘‘The Internet is not so much about technology as it is about people.

David Meerman Scott, in his remarkable The New Rules of Marketing

and PR, goes far beyond technology and explores the ramifications of

the Web as it pertains to people. He sets down a body of rules that

show you how to negotiate those ramifications with maximum

effectiveness. And he does it with real-life case histories and an

engaging style.’’

—Jay Conrad Levinson, Father of Guerrilla Marketing

and Author, Guerrilla Marketing series of books

‘‘The New Rules of Marketing and PR teaches readers how to launch a

thought leadership campaign by using the far-reaching, long-lasting

tools of social media. It is an invaluable guide for anyone who wants

to make a name for themselves, their ideas, and their organization.’’

—Mark Levy, Co-Author, How to Persuade People Who Don’t

Want to Be Persuaded, and Founder of Levy Innovation: A

Marketing Strategy Firm

‘‘Revolution may be an overused word in describing what the Internet

has wrought, but revolution is exactly what David Meerman Scott

embraces and propels forward in this book. He exposes the futility of

the old media rules and opens to all of us an insiders’ game, previ-

ously played by a few well-connected specialists. With this rule book

to the online revolution, you can learn how to win minds and mar-

kets, playing by the new rules of new media.’’

—Don Dunnington, President, International Association

of Online Communicators (IAOC); Director of

Business Communications, K-Tron International; and

Graduate Instructor in Online Communication,

Rowan University, Glassboro, New Jersey

E1FFIRS 12/04/2009 Page 3

‘‘The history of marketing communications—about 60 years or

so—has been about pushing messages to convince prospects to

take some action we need. Now marketing communications, largely

because of the overwhelming power and influence of the Web and

other electronic communications, is about engaging in conversation

with prospects and leading/persuading them to take action. David

Meerman Scott shows how marketing is now about participation

and connection, and no longer about strong-arm force.’’

—Roy Young, Chief Revenue Officer, MarketingProfs.com,

and Co-Author, Marketing Champions: Practical Strategies for

Improving Marketing’s Power, Influence, and Business Impact

‘‘As someone who has come up through the marketing ranks to run

several companies, I’ve come to realize that the rules I lived by to

manage the marketing mix have become obsolete. What David Meer-

man Scott shows that is so fascinating is that the new rules are actu-

ally better than the old rules because they cut through all the

communications clutter and myths about big-budget advertising.

This book is a must-read for any executive looking to gain a cost-ef-

fective edge in marketing operations and to reach buyers directly in

ways they’ll appreciate.’’

—Phil Myers, President, Pragmatic Marketing

‘‘David Meerman Scott not only offers good descriptions of digital

tools available for public relations professionals, but also explains

strategy, especially the importance of thinking about PR from the

public’s perspectives, and provides lots of helpful examples. My stu-

dents loved this book.’’

—Karen Miller Russell, Associate Professor,

Grady College of Journalism and Mass Communication,

University of Georgia

E1FFIRS 12/04/2009 Page 4

‘‘This is a must-read book if you don’t want to waste time and re-

sources on the old methods of Internet marketing and PR. David

Meerman Scott reviews the old rules for old times’ sake while bridg-

ing into the new rules for Internet marketing and PR for your cause.

He doesn’t leave us with only theories, but offers practical and re-

sults-oriented how-tos.’’

—Ron Peck, Executive Director,

Neurological Disease Foundation

‘‘The New Rules of Marketing and PR is all about breaking the rules and

creating new roles in traditional functional areas. Using maverick, non-

traditional approaches to access and engaging a multiplicity of audien-

ces, communities, and thought leaders online, PR people are realizing

new value, influence, and outcomes. We’re now in a content-rich, Inter-

net-driven world, and David Meerman Scott has written a valuable

treatise on how marketing-minded PR professionals can leverage new

media channels and forums to take their stories to market. No longer

are PR practitioners limited in where and how they direct their knowl-

edge, penmanship, and perception management skills. The Internet has

multiplied and segmented a wealth of new avenues for directly reach-

ing and activating key constituencies and stakeholders. A good book

well worth the read by all marketing mavens and aging PR flacks.’’

—Donovan Neale-May, Executive Director, CMO Council

‘‘The New Rules of Marketing and PR provides a concise action plan

for success. Rather than focusing on a single solution, Scott shows

how to use multiple online tools, all directed toward increasing your

firm’s visibility and word-of-mouth awareness.’’

—Roger C. Parker, Author, The Streetwise Guide to

Relationship Marketing on the Internet and Design to Sell

E1FFIRS 12/04/2009 Page 5

‘‘Once again we are at a critical inflection point on our society’s evo-

lutionary path, with individuals wrestling away power and control

from institutions and traditional gatekeepers who control the flow of

knowledge and maintain the silo walls. As communications profes-

sionals, there is little time to figure out what has changed, why it

changed, and what we should be doing about it. If you don’t start

doing things differently and start right now, you may as well start

looking for your next career path. In a world where disruption is

commonplace and new ways of communicating and collaborating

are invented every day, what does it take for a hardworking, ethical

communications professional to be successful? David Meerman

Scott’s book, The New Rules of Marketing and PR, is an insightful look

at how the game is changing as we play it and some of the key tactics

you need to succeed in the knowledge economy.’’

—Chris Heuer, Co-Founder, Social Media Club

E1FFIRS 12/04/2009 Page 6

Also by David Meerman Scott

World Wide Rave: Creating Triggers that Get Millions of People

to Spread Your Ideas and Share Your Stories

Tuned In: Uncover the Extraordinary Opportunities that Lead to

Business Breakthroughs (with Craig Stull and Phil Myers)

Cashing in with Content: How Innovative Marketers Use Digital

Information to Turn Browsers into Buyers

Eyeball Wars: A Novel of Dot-Com Intrigue

E1FFIRS 12/04/2009 Page 7

The New Rules of Marketing and PR

How to Use Social Media, Blogs, News Releases, Online Video, & Viral Marketing to Reach Buyers Directly Second Edition

David Meerman Scott

John Wiley & Sons, Inc.

E1FFIRS 12/04/2009 Page 8

Copyright # 2010 by David Meerman Scott. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authoriza- tion through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley. com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with re- spect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. The publisher is not engaged in rendering professional services, and you should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or other commercial damages, including but not limited to special, incidental, consequential, or other damages.

For general information on our other products and services please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.

Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com.

ISBN: 978-0-470-54781-6

Printed in the United States of America.

10 9 8 7 6 5 4 3 2 1

E1FFIRS 12/04/2009 Page 9

For the Scott women

My mother, Carolyn J. Scott; my wife, Yukari Watanabe Scott;

and my daughter, Allison C.R. Scott

E1FFIRS 12/04/2009 Page 10

E1FTOC 12/08/2009 Page 11

Contents

Foreword by Robert Scoble xvii

Welcome to the Second Edition of the New Rules xxi Second Edition xxiii

Introduction xxv The New Rules xxvii

Trying to Write Like a Blog, But in a Book xxvii

Showcasing Innovative Marketers xxix

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

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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 BuyersWant 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 42

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 51

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

Understanding Blogs in the World of the Web 60

The Four Uses of Blogs for Marketing and PR 63

Monitor Blogs—Your Organization’s Reputation Depends on It 64

Comment on Blogs to Get Your Viewpoint Out There 65

Work with the Bloggers Who Talk about You 66

How to Reach Bloggers Around the World 68

Do You Allow Employees to Send E-Mail?

How about Letting Them Blog? 69

Breaking Boundaries: Blogging at McDonald’s 71

The Power of Blogs 72

Get Started Today 72

6 Audio and Video Drive Action 75

Digging Digg Video 75

What University Should I Attend 76

xii Contents

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The Best Job in the World 77

Audio Content Delivery Through Podcasting 79

Putting Marketing Back in Musicians’ Control 80

Podcasting: More Than Just Music 82

Grammar Girl Podcast 83

7 The New Rules of News Releases 85

News Releases in a Web World 87

The New Rules of News Releases 87

If They Find You, They Will Come 88

Driving Buyers into the Sales Process 90

Reach Your Buyers Directly 91

8 Going Viral: The Web Helps Audiences Catch the Fever 93

Minty-Fresh Explosive Marketing 93

Monitoring the Blogosphere for Viral Eruptions 95

Creating a World Wide Rave 97

Rules of the Rave 98

Film Producer Creates a World Wide Rave by Making

Soundtrack Free for Download 99

Viral Buzz for Fun and Profit 101

The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia’s Toilet 101

Clip This Coupon for $1 Million Off Ft. Myers, FL Home 102

When You Have Explosive News, Make It Go Viral 103

9 The Content-Rich Web Site 107

Political Advocacy on the Web 108

Content: The Focus of Successful Web Sites 110

Reaching a Global Marketplace 111

Putting It All Together with Content 112

Great Web Sites: More Art Than Science 114

III Action Plan for Harnessing the Power of the New Rules 117

10 You Are What You Publish: Building Your Marketing

and PR Plan 119

What Are Your Organization’s Goals? 120

Buyer Personas and Your Organization 122

The Buyer Persona Profile 123

Reaching Senior Executives 126

The Importance of Buyer Personas in Web Marketing 127

Contents xiii

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In Your Buyers’ Own Words 128

What Do You Want Your Buyers to Believe? 130

Developing Content to Reach Buyers 132

Obama for America 135

Stick to Your Plan 139

11 Online Thought Leadership to Brand Your

Organization as a Trusted Resource 141

Developing Thought Leadership Content 141

Forms of Thought Leadership Content 142

How to Create Thoughtful Content 146

Write What You Know 147

Leveraging Thought Leaders Outside of Your Organization 148

How Much Money Does Your Buyer Make? 149

12 How to Write for Your Buyers 151

An Analysis of Gobbledygook 152

Poor Writing: How Did We Get Here? 153

Effective Writing for Marketing and PR 155

The Power of Writing Feedback (from Your Blog) 156

13 HowWeb Content Influences the Buying Process 159

Segmenting Your Buyers 160

Elements of a Buyer-Centric Web Site 162

Using RSS to Deliver Your Web Content to Targeted Niches 166

Link Content Directly into the Sales Cycle 168

A Friendly Nudge 169

Close the Sale and Continue the Conversation 169

An Open-Source Marketing Model 170

14 Social Networking Sites and Marketing 173 Television’s Eugene Mirman is Very Nice and Likes Seafood 174

Facebook: Not Just for Students 175

Check Me Out on MySpace 179

Tweet Your Thoughts to the World 180

Social Networking and Personal Branding 182

Connecting with Fans 185

How Amanda Palmer Made $11,000 on Twitter in Two Hours 186

Which Social Networking Site is Right for You? 187

You Can’t Go to Every Party, So Why Even Try? 189

Optimizing Social Networking Pages 190

Start a Movement 191

xiv Contents

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15 Blogging to Reach Your Buyers 193 What Should You Blog About? 194

Blogging Ethics and Employee Blogging Guidelines 195

Blogging Basics: What You Need to Know to Get Started 197

Pimp Out Your Blog 199

Building an Audience for Your New Blog 201

Tag, and Your Buyer Is It 202

Fun with Sharpies (and Sharpie Fans) 203

Blogging Outside of North America 204

What Are You Waiting For? 205

16 Video and Podcasting Made, Well, as Easy

as Possible 207 Video and Your Buyers 207

A Flip Video Camera in Every Pocket 208

Getting Started with Video 209

Knifing the Competition . . . and It’s All Caught on Video 211

Podcasting 101 212

My Audio Is Your Podcast 214

17 How to Use News Releases to Reach Buyers Directly 217 Developing Your News Release Strategy 218

Publishing News Releases through a Distribution Service 219

Reaching Even More Interested Buyers with RSS Feeds 220

Simultaneously Publishing Your News Releases to Your Web Site 220

The Importance of Links in Your News Releases 221

Focus on the Keywords and Phrases Your Buyers Use 221

Include Appropriate Social Media Tags 223

If It’s Important Enough to Tell the Media, Tell Your

Clients and Prospects, Too! 224

18 The Online Media Room: Your Front Door for

Much More Than the Media 227 Your Online Media Room as (Free) Search Engine Optimization 228

Best Practices for Online Media Rooms 229

An Online Media Room to Reach Journalists,

Customers, Bloggers, and Employees 236

Really Simple Marketing: The Importance of RSS Feeds

in Your Online Media Room 238

19 The New Rules for Reaching the Media 239 Nontargeted, Broadcast Pitches Are Spam 240

The New Rules of Media Relations 240

Contents xv

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Blogs and Media Relations 241

Launching Ideas with the U.S. Air Force 242

How to Pitch the Media 244

20 Search Engine Marketing 249 Making the First Page on Google 250

Search Engine Optimization 252

The Long Tail of Search 253

Carve Out Your Own Search Engine Real Estate 254

Web Landing Pages to Drive Action 255

Search Engine Marketing in a Fragmented Business 257

21 Make It Happen 261 Getting the Help you Need (and Rejecting What You Don’t) 263

Great for Any Organization 267

Now It’s Your Turn 269

Acknowledgments for the Second Edition 271

Index 272

About the Author 280

Preview:World Wide Rave 281

Preview: The New Rules of Social Media book series 287

xvi Contents

E1FLAST01 11/11/2009 Page 17

Foreword

You’re not supposed to be able to do what David Meerman Scott is about

to tell you in this book. You’re not supposed to be able to carry around a

$250 video camera, record what employees are working on and what they

think of the products they are building, and publish those videos on the Inter-

net. But that’s what I did at Microsoft, building an audience of more than four

million unique visitors a month.

You’re not supposed to be able to do what Stormhoek did. A winery in

South Africa, it doubled sales in a year using the principles discussed here.

You’re not supposed to be able to run a presidential campaign with

just a blogger, a videographer, and a Flickr photographer. But that’s what

John Edwards did in December 2006 as he announced he was running

for President.

Something has changed in the past 10 years. Well, for one, we have Google

now, but that’s only a part of the puzzle.

What really has happened is that the word-of-mouth network has gotten

more efficient—much, much more efficient.

Word of mouth has always been important to business. When I helped run

a Silicon Valley camera store in the 1980s, about 80 percent of our sales came

from it. ‘‘Where should I buy a camera this weekend?’’ you might have heard

in a lunchroom back then. Today that conversation is happening online. But,

instead of only two people talking about your business, now thousands and

sometimes millions (Engadget had 10 million page views in a single day dur-

ing the Consumer Electronics and MacWorld shows in January 2006) are

either participating or listening in.

What does this mean? Well, now there’s a new medium to deal with.

Your PR teams had better understand what drives this new medium (it’s as

influential as the New York Times or CNN now), and if you understand

how to use it you can drive buzz, new product feedback, sales, and more.

But first you’ll have to learn to break the rules.

E1FLAST01 11/11/2009 Page 18

Is your marketing department saying you need to spend $80,000 to do a

single video? (That’s not unusual, even in today’s world. I just participated in

such a video for a sponsor of mine.) If so, tell that department ‘‘Thanks, but

no thanks.’’ Or, even better, search Google for ‘‘Will it blend?’’ You’ll find a <

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