DAVID MEERMAN SCOTT is the author of eight books including Real-Time Marketing & PR, Marketing Lessons from the Grateful Dead , and Newsjacking . His books open people's eyes to the new realities of marketing and public relations. David's popular blog, advisory work with fast-growing companies, 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 (Robert Scoble) INTRODUCTION The New Rules Life with the New Rules What's New Writing Like on a Blog, but in a Book Showcasing Successful Marketers 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 Second 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 Advice from the Company President 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 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 Facebook Group Drives 15, 000 People to Singapore Tattoo Show 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 Creating Your Own Wiki 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) 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 Putting Marketing Back in Musicians' Control Podcasting: More Than Just Music Grammar Girl Podcast CHAPTER 7 THE NEW RULES OF NEWS RELEASES 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 Reach Your Buyers Directly CHAPTER 8 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 9 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 10 MARKETING AND PR IN REAL TIME Real-Time Marketing and PR Develop Your Real-Time Mind-Set Real-Time Blog Post Drives $1 Million in New Business The Time Is Now Crowdsourced Support PART III ACTION PLAN FOR HARNESSING THE POWER OF THE NEW RULES CHAPTER 11 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 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 Registration or Not? Data from an e-Book Offer Educating Your Salespeople about the New Sales Cycle Obama for America Stick to Your Plan 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 Thought Leadership in Highly Regulated Industries Leveraging Thought Leaders Outside of Your Organization How Much Money Does Your Buyer Make? CHAPTER 13 HOW TO CREATE 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) Brand Journalism at Boeing CHAPTER 14 HOW WEB CONTENT INFLUENCES THE BUYING PROCESS Segmenting Your Buyers Elements of a Buyer-Centric Website Using RSS to Deliver Your Web Content to Targeted Niches Link Content Directly into the Sales Cycle A Friendly Nudge Close the Sale and Continue the Conversation An Open-Source Marketing Model How a Content Strategy Grew Business by 50% in One Year CHAPTER 15 MOBILE MARKETING: REACHING BUYERS WHEREVER THEY ARE 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 16 SOCIAL NETWORKING SITES AND 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 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 Start a Movement Social Networking and Crisis Communications Why Participating in Social Media Is Like Exercise CHAPTER 17 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 of North America What Are You Waiting For? CHAPTER 18 AN IMAGE IS WORTH A THOUSAND WORDS Photographs as Compelling Content Marketing Why I Love Instagram How to Market an Expensive Product with Original Photographs Sharing with Pinterest Infographics CHAPTER 19 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 20 HOW TO USE NEWS RELEASES TO REACH BUYERS DIRECTLY Developing Your News Release Strategy Publishing News Releases through a Distribution Service Reaching Even More Interested Buyers with RSS Feeds Simultaneously Publishing 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 21 YOUR NEWSROOM: A FRONT DOOR FOR MUCH MORE THAN THE MEDIA Your Newsroom as (Free) Search Engine Optimization Best Practices for Newsrooms A Newsroom to Reach Journalists, Customers, and Bloggers Really Simple Marketing: The Importance of RSS Feeds in Your Newsroom CHAPTER 22 THE NEW RULES FOR REACHING THE MEDIA Nontargeted, Broadcast Pitches Are Spam 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 23 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 24 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 Search Engine Marketing in a Fragmented Business CHAPTER 25 MAKE IT HAPPEN Your Mindset Getting the Help You Need (and Rejecting What You Don't) Great for Any Organization Now It's Your Turn Acknowledgments for the Third Edition About the Author Preview: Real-Time Marketing & PR Preview: The New Rules of Social Media Book Series Index