Analyze a brand online, as it is today on all platforms where they have a digital presence. Using each platform’s analytics,

CONTENTS Cover Praise for The New Rules of Marketing & PR Title Page Copyright Dedication Foreword Introduction

The New Rules Life with the New Rules What’s New Writing Like on a Blog, But in a Book Showcasing Success

Part I: How the Web Has Changed the Rules of Marketing and PR Chapter 1: The Old Rules of Marketing and PR Are Ineffective in an Online World

Advertising: A Money Pit of Wasted Resources One-Way Interruption Marketing Is Yesterday’s Message The Old Rules of Marketing Public Relations Used to Be Exclusively about the Media Public Relations and Third-Party Ink Yes, the Media Are Still Important Press Releases and the Journalistic Black Hole The Old Rules of PR Learn to Ignore the Old Rules

Chapter 2: The New Rules of Marketing and PR The Most Important Communication Revolution in Human History Open for Business The Long Tail of Marketing Tell Me Something I Don’t Know, Please Bricks-and-Mortar News

The Long Tail of PR The New Rules of Marketing and PR The Convergence of Marketing and PR on the Web

Chapter 3: Reaching Your Buyers Directly The Right Marketing in a Wired World Let the World Know about Your Expertise Develop Information Your Buyers Want to Consume Big Birge Plumbing Company Grows Business in a Competitive Market Buyer Personas: The Basics Think Like a Publisher Staying Connected with Members and the Community Know the Goals and Let Content Drive Action Content and Thought Leadership

Part II: Web-Based Communications to Reach Buyers Directly Chapter 4: Social Media and Your Targeted Audience

What Is Social Media, Anyway? Social Media Is a Cocktail Party “Upgrade to Canada” Social Program Nabs Tourists from Other Countries Social Networking and Agility The New Rules of Job Search How to Find a New Job via Social Media Insignificant Backwaters or Valuable Places to Connect? Your Best Customers Participate in Online Forums—So Should You Your Space in the Forums Wikis, Listservs, and Your Audience Social Networking Drives Adagio Teas’ Success

Chapter 5: Blogs: Tapping Millions of Evangelists to Tell Your Story

Blogs, Blogging, and Bloggers A Blog (or Not a Blog) California Lawyer Blogs to Build Authority and Drive More

Business Understanding Blogs in the World of the Web The Four Uses of Blogs for Marketing and PR Monitor Blogs—Your Organization’s Reputation Depends on It Comment on Blogs to Get Your Viewpoint Out There Work with the Bloggers Who Talk about You Bloggers Love Interesting Experiences How to Reach Bloggers around the World Do You Allow Employees to Send Email? How about Letting Them Blog? Not Another Junky Blog The Power of Blogs Get Started Today

Chapter 6: Audio and Video Drive Action Create Goodwill with Customers What University Should I Attend? The Best Job in the World Have Fun with Your Videos Audio Content Delivery through Podcasting Hack the Entrepreneur Podcast Delivers New Customers for Host’s Business Grammar Girl Podcast

Chapter 7: Going Viral: The Web Helps Audiences Catch the Fever

Minty-Fresh Explosive Marketing Monitoring the Blogosphere for Viral Eruptions Creating a World Wide Rave Rules of the Rave Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download Using Creative Commons to Facilitate Mashups and Spread Your Ideas Viral Buzz for Fun and Profit

The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia’s Toilet Clip This Coupon for $1 Million Off Fort Myers, Florida, Home When You Have Explosive News, Make It Go Viral

Chapter 8: The Content-Rich Website Political Advocacy on the Web Content: The Focus of Successful Websites Reaching a Global Marketplace Putting It All Together with Content Great Websites: More Art Than Science

Chapter 9: Marketing and PR in Real Time Real-Time Marketing and PR John Green Thumps Tom Cruise Develop Your Real-Time Mind-Set Real-Time Blog Post Drives $1 Million in New Business The Time Is Now Chronicle Your Life and Business with Live Video Feeds Crowdsourced Support

Part III: Action Plan for Harnessing the Power of the New Rules Chapter 10: You Are What You Publish: Building Your Marketing and PR Plan

What Are Your Organization’s Goals? Buyer Personas and Your Organization The Buyer Persona Profile How Beko Develops Products Global Consumers Are Eager to Buy Reaching Senior Executives The Importance of Buyer Personas in Web Marketing In Your Buyers’ Own Words What Do You Want Your Buyers to Believe? Developing Content to Reach Buyers Marketing Strategy Planning Template The New Rules of Measurement

Asking Your Buyer for a Date Measuring the Power of Free What You Should Measure Stop Thinking of Content Creation as a Marketing Expense Obama for America Stick to Your Plan

Chapter 11: Growing Your Business: How Marketing and PR Drive Sales

It’s Time for a Sales Transformation How Web Content Influences the Buying Process Tips for Creating a Buyer-Centric Website Step 1: Sales Begin with Informational Content Step 2: A Friendly Nudge Step 3: Closing the Deal An Open-Source Marketing Model Salespeople as Content Curators Your Company’s Salesperson-in-Chief Educating Your Salespeople about the New Buying Process Registration or Not? Data from an E-Book Offer Close the Sale—Continue the Conversation Measure and Improve How a Content Strategy Grew Business by 50 Percent in One Year

Chapter 12: Online Thought Leadership to Brand Your Organization as a Trusted Resource

Developing Thought Leadership Content Forms of Thought Leadership Content How to Create Thoughtful Content How Raytheon Uses Journalists to Create Interesting Content Thought Leadership in Highly Regulated Industries Leveraging Thought Leaders outside Your Organization Who Wrote That Awesome White Paper? How Much Money Does Your Buyer Make?

Chapter 13: How to Write for Your Buyers An Analysis of Gobbledygook Poor Writing: How Did We Get Here? Effective Writing for Marketing and PR The Power of Writing Feedback (from Your Blog) Injecting Humor into Product Descriptions Brand Journalism at Boeing

Chapter 14: Mobile Marketing: Reaching Buyers Wherever They Are

Join the Revolution Make Your Site Mobile Friendly Build Your Audience via Mobile Geolocation: When Your Buyer Is Nearby QR Codes to Drive People to Your Content The Mobile Media Room An App for Anything Cyber Graffiti with WiFi Network Names as Advertising

Chapter 15: Social Networking as Marketing Television’s Eugene Mirman Is Very Nice and Likes Seafood Facebook: Not Just for Students How to Use Facebook to Market Your Product or Service Increase Engagements with Facebook Groups and Apps Why Google Plus Is Important for Your Business Check Out My LinkedIn Profile Tweet Your Thoughts to the World Social Networking and Personal Branding The Horse Twitterer The CIA Joins Twitter The Sharing More Than Selling Rule Connecting with Fans How Amanda Palmer Raised a Million Dollars via Social Networking Which Social Networking Site Is Right for You?

You Can’t Go to Every Party, So Why Even Try? Optimizing Social Networking Pages Integrate Social Media into an Offline Conference or Event Build a Passionate Fan Base Social Networking and Crisis Communications Why Participating in Social Media Is Like Exercise

Chapter 16: Blogging to Reach Your Buyers What Should You Blog About? Blogging Ethics and Employee Blogging Guidelines Blogging Basics: What You Need to Know to Get Started Pimp Out Your Blog Building an Audience for Your New Blog Tag, and Your Buyer Is It Fun with Sharpies (and Sharpie Fans) Cities That Blog Blogging outside North America What Are You Waiting For?

Chapter 17: An Image Is Worth a Thousand Words Photographs as Compelling Content Marketing Images of Real People Work Better Than Inane Stock Photos How to Market an Expensive Product with Original Photographs Why I Love Instagram Sharing with Pinterest The Power of SlideShare for Showcasing Your Ideas Infographics

Chapter 18: Video and Podcasting Made, Well, as Easy as Possible

Video and Your Buyers Business-Casual Video Stop Obsessing over Video Release Forms Your Smartphone Is All You Need Video to Showcase Your Expertise

Getting Started with Video Video Created for Buyers Generates Sales Leads Podcasting 101

Chapter 19: How to Use News Releases to Reach Buyers Directly

News Releases in a Web World The New Rules of News Releases If They Find You, They Will Come Driving Buyers into the Sales Process Developing Your News Release Strategy Publishing News Releases through a Distribution Service Reach Even More Interested Buyers with RSS Feeds Simultaneously Publish Your News Releases to Your Website The Importance of Links in Your News Releases Focus on the Keywords and Phrases Your Buyers Use Include Appropriate Social Media Tags If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!

Chapter 20: Your Newsroom: A Front Door for Much More Than the Media

Your Newsroom as (Free) Search Engine Optimization Reaching Reporters and Editors and Telling Your Story Best Practices for Newsrooms Ontario University Shines Spotlight on Faculty Researchers A Newsroom to Reach Journalists, Customers, and Bloggers

Chapter 21: The New Rules for Reaching the Media “Re:,” Nontargeted Pitches, and Other Sleazy Tactics The New Rules of Media Relations Blogs and Media Relations How Blog Mentions Drive Mainstream Media Stories Launching Ideas with the U.S. Air Force How to Pitch the Media

Chapter 22: Newsjacking Your Way into the Media

Journalists Are Looking for What You Know Get Your Take on the News into the Marketplace of Ideas How to Find News to Jack When the Story Is Already (Sort of) about You Twitter Is Your Newsjacking Tool Beware: Newsjacking Can Damage Your Brand Newsjacking for Fun and Profit

Chapter 23: Search Engine Marketing Making the First Page on Google Search Engine Optimization The Long Tail of Search Carve Out Your Own Search Engine Real Estate Web Landing Pages to Drive Action Optimizing the Past Search Engine Marketing in a Fragmented Business

Chapter 24: Make It Happen Your Mind-Set The Journey from a Traditional Marketing Executive to a Modern CMO Manage Your Fear Getting the Help You Need (and Rejecting What You Don’t) Great for Any Organization Now It’s Your Turn

Acknowledgments for the Fifth Edition About the Author Preview: The New Rules of Sales and Service

The Time Is NOW Living in the Past: The Old School of Sales and Service First Marketing and PR, Now Sales and Service Living Real-Time and Mobile Has Changed Everything We Do Why Sales and Service Are Experiencing a Revolutionary Transformation Restoring the Human Touch: The Compelling Power of Authenticity

The Importance of Story Social Media Is All about Connecting and Sharing Content Drives Sales and Service We’re All in Sales and Service Now Online Content That Informs, Entertains…and Sells Insurance Learning from Examples: How the Successes of Others Can Provide Ideas and Options for Your Own Organization

Have David Meerman Scott Speak at Your Next Event! Index End User License Agreement

PRAISE FOR THE NEW RULES OF MARKETING & 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) “David is informative, entertaining and inspiring! No one knows more about new ways to reach buyers. The groundbreaking strategies in this book reinvent the way entrepreneurs engage the marketplace and grow business.”

—Tony Robbins “This is absolutely the best book on the new world of marketing and PR. David Meerman Scott is ‘the teacher’s teacher in the world of social media.’ I get all my best stuff from him. In fact, I buy each new edition because, in the ever-changing world of online marketing, if you don’t stay current, you die a fast death. This edition is so new that it includes tools I hadn’t even heard of yet. You’ll love it.”

—Michael Port, New York Times Bestselling Author of Book Yourself Solid

“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” “When I read the New Rules for the first time, it was a ‘eureka’ moment for me at HubSpot. David nailed the fundamental shifts going on in the buyer-seller relationship and wrote the classic text to help marketers take advantage of them.”

—Brian Halligan, HubSpot CEO and Co-Author of Inbound Marketing

“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 eight years. 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 Snap Selling, and Chief Sales Officer, SellingtoBigCompanies.com

“The New Rules of Marketing & 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

“David is a leading expert on how the digital age has dramatically changed marketing and PR. A great guide for large and small companies alike to navigate the ‘new rules.’”

—Martin Lindstrom, New York Times Bestselling Author of Buyology: The Truth and Lies about Why We Buy

“The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing & 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 & 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, previously played by a few well-connected specialists. With this rule book to the online revolution, you can learn how to win minds and markets, 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

“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 or 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 “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 students loved this book.”

—Karen Miller Russell, Associate Professor, Grady College of Journalism and Mass Communication, University of Georgia

“This is a must-read book if you don’t want to waste time and resources on the old methods of Internet marketing and PR. David Meerman Scott reviews the old rules for old times’ sake while bridging into the new rules for Internet marketing and PR for your cause. He doesn’t leave us with only theories, but offers practical and results- oriented how-tos.” —Ron Peck, Executive Director, Neurological Disease Foundation “The New Rules of Marketing & PR is all about breaking the rules and creating new roles in traditional functional areas. Using maverick,

nontraditional approaches to access and engaging a multiplicity of audiences, communities, and thought leaders online, PR people are realizing new value, influence, and outcomes. We’re now in a content- rich, Internet-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 knowledge, penmanship, and perception management skills. The Internet has multiplied and segmented a wealth of new avenues for directly reaching 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 & 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 of The Streetwise Guide to Relationship Marketing on the Internet and Design to Sell

“Once again we are at a critical inflection point on our society’s evolutionary path, with individuals wresting away power and control from institutions and traditional gatekeepers who control the flow of knowledge and maintain the silo walls. As communications professionals, 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 & 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

ALSO BY DAVID MEERMAN SCOTT

The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business Marketing the Moon: The Selling of the Apollo Lunar Program (with Richard Jurek) Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products That Grow Your Business Now Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History (with Brian Halligan) Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage 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

The New Rules of Marketing & PR

How to use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly Fifth Edition David Meerman Scott

Cover design: Wiley Copyright © 2015 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 authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 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 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 respect 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. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom. For general information about 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 publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com/. For more information about Wiley products, visit www.wiley.com. Library of Congress Cataloging-in-Publication Data: Scott, David Meerman. The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly / David Meerman Scott. — Fifth edition. pagescm ISBN 978-1-119-07048-1 (pbk.); ISBN 978-1-119-07066-5 (ebk); ISBN 978-1-119-07067-2 (ebk) 1. Internet marketing. 2. Public relations. I. Title. II. Title: New rules of marketing and PR. HF5415.1265.S393 2015 658.8′72—dc23 2015018031

DEDICATION

For the Scott women My mother, Carolyn J. Scott;

my wife, Yukari Watanabe Scott; and my daughter, Allison C.R. Scott

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 Internet. 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. 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 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. 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 Utah blender company that got six million downloads in less than 10 days. Oh, and 10,000 comments in the same period of time. All by spending a few hundred bucks, recording a one-minute video, and uploading that to YouTube.

Or study what I did at Microsoft with a blog and a video camera. The Economist magazine said I put a human face on Microsoft. Imagine that. A 60,000-employee organization, and I changed its image with very little expense and hardly a committee in sight. This advice isn’t for everyone, though. Most people don’t like running fast in business. They feel more comfortable if there are lots of checks and balances or committees to cover their asses. Or they don’t want to destroy the morale of PR and marketing departments due to the disintermediating effects of the Internet. After all, you can type “OneNote Blog” into Google, Bing, or Yahoo! and you’ll find the OneNote team at Microsoft. You can leave a comment and tell them their product sucks and see what they do in response. Or even better, tell them how to earn your sale. Do they snap into place? It’s a new world you’re about to enter, one where relationships with influentials and search engine optimization strategy are equally important, and one where your news will be passed around the world very quickly. You don’t believe me? Look at how the world found out I was leaving Microsoft for a Silicon Valley start-up. I told 15 people at a videoblogging conference—not A-listers, either, just everyday videobloggers. I asked them not to tell anyone until Tuesday—this was on a Saturday afternoon, and I still hadn’t told my boss. Well, of course, someone leaked that information. But it didn’t pop up in the New York Times. It wasn’t discussed on CNN. No, it was a blogger I had never even heard of who posted the info first. Within hours, it was on hundreds of other blogs. Within two days, it was in the Wall Street Journal, in the New York Times, on the front page of the BBC website, in BusinessWeek, in the Economist, in more than 140 newspapers around the world (friends called me from Australia, Germany, Israel, and England, among other countries), and in other places. Waggener Edstrom, Microsoft’s PR agency, was keeping track and said that about 50 million media impressions occurred on my name in the first week. All due to 15 conversations. Whoa, what’s up here? Well, if you have a story worth repeating, bloggers, podcasters, and videobloggers

…