Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now

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Overview

Praise for REAL-TIME MARKETING & PR

"With his acute ear for the cash register and his journalist's sense of urgency, no one understands the value of time better than David Meerman Scott. He teaches marketers and C-level execs how to use time and urgency to gain huge competitive advantage. Read Real-Time Marketing and PR. Make money while your competitors sleep."
Brian Fetherstonhaugh, Chairman and CEO, OgilvyOne Worldwide

"If you are not ...

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Overview

Praise for REAL-TIME MARKETING & PR

"With his acute ear for the cash register and his journalist's sense of urgency, no one understands the value of time better than David Meerman Scott. He teaches marketers and C-level execs how to use time and urgency to gain huge competitive advantage. Read Real-Time Marketing and PR. Make money while your competitors sleep."
Brian Fetherstonhaugh, Chairman and CEO, OgilvyOne Worldwide

"If you are not hooked (hook, line, and sinker) within ten minutes of starting David Meerman Scott's wonderful new book, well, I fear for you. Beautifully written cases that reach out from the page and grab you and shake you—and practical advice that anyone, anywhere, can use in a flash to make hay. I simply loved this book, and doubled my knowledge along the way."
Tom Peters, author of The Little Big Things

"Information is like running water. The speed of information as it cascades through digital channels has been dramatically accelerated and amplified, requiring marketing to change in order to catch up to this new reality. 'Real time' is the keyword."
Hiroshi Ishii, Muriel R. Cooper Professor of Media Arts and Sciences, Massachusetts Institute of Technology, and Associate Director, MIT Media Laboratory

"The world has changed dramatically, and we have now entered a new, real-time era.Dusty business plans are now being crushed by right-now strategy and adaptation. David's book offers the new road map to entrepreneurs, business leaders, and individuals. It's made a big impact on the way I approach our business and our customers; the insight I've gained by reading it is priceless. This important and thoughtful book is a must-read to compete in the next era of business and life."
Josh Linkner, Chairman and founder, ePrize, and author of Disciplined Dreaming: A Proven System to Unleash Business Creativity

"We all know that opportunities and threats from the digital world often arrive without warning. They can't wait for discussion at monthly planning meetings. Hell, most times they can't wait for you to finish lunch! Scott's book provides a rationale to help you create a real-time mindset in your own organization."
Bill Sledzik, Associate Professor, School of Journalism and Mass Communication, Kent State University

"Right now, opportunities are passing you by as prospective customers and journalists search and chat online for solutions to their problems. David's new book, Real-Time Marketing and PR, gives you the playbook and toolbox to help you act fast and be present as these conversations emerge. However, the real message of the book is one of mindset: 'How can you deliver value faster today?' Entrepreneurs and intrapreneurs focused on growing their profits, customers, and influence now can't afford to wait to read this book."
Richard Jackson, Chairman and CEO, Jackson Healthcare

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Product Details

  • ISBN-13: 9780470645956
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 11/2/2010
  • Series: Wiley Desktop Editions Series
  • Edition number: 1
  • Pages: 244
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

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 and published in more than twenty languages, New Rules is now 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.
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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

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Customer Reviews

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  • Posted August 16, 2011

    more from this reviewer

    How to plan and conduct marketing and public relations in here-and-now real time

    "Real-time" marketing calls for promotion and public relations activities that move as fast as contemporary business. Time-consuming planning and procedures must yield to rapid action and reaction. Online news business and marketing expert David Meerman Scott explains how to plan and conduct marketing and public relations activities that move as quickly as the audience they seek and the competition they have to beat. getAbstract recommends Scott as a trusty guide for leading the uninitiated through the online marketing wilderness. His book offers much for businesspeople, especially marketers, who want to develop implementation in real time. Now.

    Was this review helpful? Yes  No   Report this review
  • Posted November 28, 2010

    Recommended

    This is an excellent book. I use it in my own business and found it to be very helpful. I also use Michael Patrick's Blueprint for Billionaires.

    Was this review helpful? Yes  No   Report this review
  • Posted November 6, 2010

    Highly Recommended - Real-Time PR: A Must-Have Mindset for Staff & Clients

    I was at Barnes & Noble on Tuesday, November 2, 2010 to buy David Meerman Scott's new book, Real-Time Marketing and PR. It's the first time I bought a book on its launch day. David's book is just timely and invaluable - a "must-read" for anyone and everyone in the marketing and public relations business. David talks about proven and practical steps to take marketing and PR into real-time. He references his past life working on the institutional trading floor of an investment bank in the mid-80s. The trading floor is where the traders made their big bucks by acting quickly on the information in front of their screens.

    Fast forward to 2010. With the 24/7 flood of actionable information coming in from all directions - both traditional and new, the real-time mind-set is a "must-have" and is more important than ever.

    His book got me thinking about the people we hire and the clients we serve.

    Who we hire
    David's book validates one of qualities I seek in the PR people I hire. It's the same quality that large agencies want too. PR firms look to fill positions with people who have a sense of "urgency". Urgency here is not the same as hyperactivity or hyperintensity. I agree with David's thinking and will now update my thinking and look for candidates with a "real-time thinking and attitude." The best marketing and PR people see opportunity and move quicly to get the buy-in they need to make it happen before the window closes.

    Can you think of examples of this? How do you think this piece of information can help you in your interviews with public relations firms? Can you think of friends who move and think in real-time? Can you think of those who don't? Can adopting a "real-time thinking and attitude" give you an advantage over other candidates seeking PR positions?

    The clients we serve
    David says that "typical companies only draw from experiences in the distant past" and "...only plan business far into the future".

    What about NOW?

    David says that "few companies operate effectively in the present" where they can or are free to "plan for now" and "react to now".

    David includes many examples of how companies benefited and gained just by paying attention and jumping/participating in conversations taking place now...without the typical delay associated with legal review or disclosure committee sign-off. Yes, this is an area that may require more in-depth discussion between public relations and corporate counsel.

    Is your company moving in real-time? Do you have systems in place to allow you to respond in a timely manner? Can you think of examples when real-time thinking could help or hurt a situation? How long does it take for your respond to challenging public situations? What needs to change to make it easier to move? How fast do you respond to your the ideas sent by your public relations firm?

    Have a look at David's book, a must-read for all marketing and PR people.

    Was this review helpful? Yes  No   Report this review
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