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

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 Scotts marketing bible has become a modern day business classic.

This is the book every ambitious, forward-thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough. The New Rules of Marketing and PR has brought thousands of marketers up to speed on the changing requirements of promoting products or services in the new digital age. This is a one-of-a-kind, pioneering guide, offering a step-by-step action plan for harnessing the power of the Internet to communicate with buyers directly, raise online visibility, and increase sales. Its about getting the right message to the right people at the right time – for a fraction of the cost of a big-budget advertising campaign. This new, updated edition includes:

  • A new introduction discussing recent changes to the world of marketing and PR
  • A brand new chapter on mobile marketing
  • An additional chapter on real-time marketing and PR
  • Updated information on how to measure the success of your campaigns
  • A range of new tools
  • Fresh case studies


From the Author

Author David Meerman Scott

Forget What You Know About PR: The New Rules of Media Relations
If you’re still following the traditional PR methods, I’m sure you’re finding that they are much less effective. To be much more successful, consider and use the new rules of media relations:

• Non-targeted, broadcast pitches are spam.
• News releases sent to reporters in subject areas they don’t cover are spam.
• Reporters who don’t know you yet are looking for organizations like yours and products like yours- make sure they will find you on sites like Google and Technorati.
• If you blog, reporters who cover the space will find you.
• Pitch bloggers, because being covered in important blogs will get you noticed by mainstream media.
• When was the last news release you sent? Make sure your organization is busy.
• Journalists want a great online media room.
• Include video and photos in your online media room.
• Some (but not all) reporters love RSS feeds.
• Personal relationships with reporters are important.
• Don’t tell journalists what your product does. Tell them how you solve customer problems.
• Follow journalists on Twitter to learn what interests them.
• Does a reporter have a blog? Read it. Comment on it. Track back to it (send a message whenever you blog about a subject that the reporter blogged about first).
• Before you pitch, read (or listen to or watch) the publication (or radio or TV show) you’ll be pitching to.
Once you know what a reporter is interested in, send them an individualized pitch crafted for their needs.


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What meaningful impact do comments on news articles and blogs have?

Question by Gir-een: What meaningful impact do comments on news articles and blogs have?
I’m sure there are ‘hits’ related to advertising. Anything more?

Best answer:

Answer by EASpouse
When the comments are rational and fact-based, they can be the basis for an interesting dialogue. I some places, the author may even return to answer questions, or address issues spawned by the first article. But typically, ultra-libs and uber-conservatives can turn a comment thread into a nasty, vitriolic attack fest — it really depends on whether or not the site requires registration, and whether or not they moderate the forums. Where registration is required and the comments are moderated, you will find more civil discussion and discourse. Where flaming, anonymous posts are the norm, expect more name-calling, closed-minded bigotry, and verbal violence of the first order. You as the reader have to develop enough pragmatism to help evaluate the intent behind, and content included in each post.

For example, the whole “Warren Buffet Rule” issue is a classic case of both sides talking past each other. Buffet and Obama never get into a discussion of what elements of the tax code legally permit Buffet to pay such a low tax rate. Where/when their opponents point out these “errors of omission”, they typically get called names or the subject get changed, no one responds to the tax code issue because it completely destroys the Buffet/Obama argument, if the issue is, how do you modify the tax code to deal with this, without creating some really anti-productive tax policies.

Know better? Leave your own answer in the comments!

CyberAlert Launches Blog Monitoring Service; New Service Delivers Daily Clips from 100,000+ Blogs

Stratford, CT (PRWEB) November 12, 2004

CyberAlert, Inc., a worldwide media monitoring company, today announced the launch of BlogSquirrel, a new service that enables businesses to monitor efficiently the contents of over 100,000 blogs. Subscribers to the new blog tracking service automatically receive daily (or more frequent) e-mail alerts on new blog postings that contain the client’s specified key words and phrases.

“BlogSquirrel is today’s most comprehensive, practical and cost-efficient way to monitor and ‘clip’ blogs, automatically capturing vital information and viewpoints that help you make timely decisions and manage effectively,” stated William J. Comcowich, President and CEO of CyberAlert. The service is designed for use by businesses, government agencies, and not-for-profit organizations to monitor blogs for new articles and postings that mention company or organization name, brands, people, competitors or issues.

Blogs – or Web logs – are personal journals published on the Web by individuals and updated regularly, usually daily. Many journalists publish blogs; professors and business executives publish blogs; celebrities, activists and teenagers publish blogs. Content in blogs often represents the leading edge of consumer opinion on companies, brands and issues. Bloggers – the writers of blogs — are frequently the “early adopters” of new products and ideas. Bloggers tend to be politically active, involved in social issues and are resoundingly outspoken. As the new breed of online publishers, bloggers have emerged as important “influencers” on products and ideas.

By searching and reporting on a comprehensive cross-section of blogs, BlogSquirrel (http://www.cyberalert.com/blogmonitoring.html) offers an effective “early warning system” to identify problems and issues that may threaten corporate or brand reputation, or that present new opportunities for product development or business growth.

As businesses recognize the increasing influence of Web logs (blogs) on issues and corporate reputation, interest in tracking blogs has increased dramatically in the past few months. According to Comcowich, CyberAlert developed the blog monitoring service at the request of a several current clients including a leading business consulting company and a major automobile manufacturer, both of whom beta-tested the new service and now subscribe to the service.

BlogSquirrel concentrates on topics of most interest to corporations, government agencies and not-for-profit organizations including business issues and corporate governance, technology, health and medicine, financial services, entertainment, consumer products, government and politics, security and activist issues.

To keep current with the rapidly expanding “blogosphere”, BlogSquirrel automatically identifies important new blogs and adds them daily to its watch list. Blogs requested by clients are added immediately.

BlogSquirrel delivers blog clips each day via e-mail before start of business. Each day’s alert contains all new blog postings found during the previous 24 hours. Clients can monitor all 100,000 blogs or create a custom list of blogs to be monitored.

BlogSquirrel saves all blog clips in a “digital clip book”, a fully searchable and secure database accessible at anytime from anywhere by multiple users. For each clip, the system saves the name of the blog, title of posting, date of posting, author’s name, URL, hotlink to source, extract of content with key words highlighted, and a cache of the post’s full text.

With a low introductory fee of 5 per month to automatically search and monitor up to 10 key words daily in 100,000+ blogs and then store clips in a secure digital database, BlogSquirrel is more time-efficient and far less costly than assigning staff to track blogs, according to Comcowich.

CyberAlert (www.cyberalert.com/cyberalert4.html) also monitors 20,000+ online news sources worldwide in 17 languages, using its proprietary software to automatically read and clip over 1 million pages of news content each day. Online news sources include news syndication services, news wires, daily and weekly newspapers, magazines, trade journals, TV networks, and local TV stations. In addition, CyberAlert’s NetPinions 2.0 service monitors a wide array of consumer-generated media including 60,000+ Usenet news groups and 30,000+ message boards, forums, and discussion groups.

The three services – CyberAlert 4.0 for news coverage, BlogSquirrel for blog tracking, and the Netpinions service for ‘word-of-mouth’ consumer insight monitoring of Usenet news groups, message boards and forums — can be integrated into a single enterprise service with multiple users within the client organization.

Additional information on BlogSquirrel is available at http:/www.cyberalert.com/blogmonitoring.html or by calling 800-461-7353.

About CyberAlert

Founded in 1999, CyberAlert is an independent worldwide press clipping, media monitoring and Web clipping service that monitors over 20,000 online news sources each day in 17 languages. CyberAlert also performs consumer ‘word-of-mouth’ monitoring, by tracking over 90,000 Web message boards and UseNet news groups and 100,000+ blogs each day. Subscribers specify their key words and CyberAlert delivers daily (or more frequent) e-mail alerts (7/365) containing the new articles and consumer postings found since the prior clip delivery.

Contact:

William J. Comcowich

President and CEO

comcowic@cyberalert.com

Stratford, CT 06615

203-375-7200

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