Real-Time Marketing and PR E-Book

David Meerman Scott

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 401

Veröffentlichungsjahr: 2011

Beschreibung

Launch effective real-time communications to win in today's always-on world Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. "Real time" means news breaks over minutes, not days. It means companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it. In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller, David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to: * Develop a business culture that encourages speed over sloth * Read buying signals as people interact with your online information * Crowdsource product development, naming, and even marketing materials such as online videos * Engage reporters to shape stories as they are being written * Command premium prices by delivering products at speed * Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!

Leseprobe

Contents

Cover

Praise for Real-Time Marketing & PR

Also by David Meerman Scott

Title Page

Copyright

Introduction to the Revised Edition

Prologue

Part I: Revolution Time

Chapter 1: Grow Your Business Now

Dave's Slingshot Goes Viral on Goliath

The Stories Behind the Story: United Airlines, Taylor Guitars, and Calton Cases

Break a Taylor Guitar and You Break this Man's Heart

A Teachable Moment

Case Study in Real-Time Product Development

United Comes Untied

Dave's Big Win

Real-Time Engagement

Chapter 2: Speed versus Sloth

Google Finally Gets It

Caught on the News Cycle Hamster Wheel

Feeling an Invisible Presence in the Conference Hall

What Matters Now

Can You See the Pattern?

Chapter 3: Laying Down Some Real-Time Law

The New Laws on Speed

The Real-Time Power Law

The Real-Time Law of Normal Distribution

How Would You React?

Chapter 4: Real-Time Attitude

Business as Usual

The Real-Time Mind-Set

No More Business as Usual

It's Not the Tools, It's the Mind-Set Behind Them

Chapter 5: Too Big to Succeed?

Boeing's Radar Belatedly Spots Harry's Plane

Thank You for Your Inquiry

Contact Us (or Not)

Making Contact

How Fast Does the Fortune 100 Respond?

The ROI of Real-Time

Chapter 6: Live from the Revolution

Always On

Get in Sync with the Real-Time News Cycle

The Old Media Relations Timeline

Amazon.com as Big Brother

Now: While News Is Happening

Multiple Takes, One Story

How They Make News in Real Time

Did You Hear the One about the Pornographic Robocall?

How to Engage the Media in Real Time

How You Can Own “The Second Paragraph”

Chapter 7: Crisis Communications and the Media

Eurostar and Silence

Twitter as a Crisis Communications Tool

Real-Time Media Alerts

Connect with Journalists before You Need Them

Thrust into the News When You Least Expect It

When You Have Hot News

How to Deflate a Scandal

The Time Is Now

The Million-Dollar Door

Chapter 8: What Are People Saying about You This Instant?

Who the Hell ARE These People?

The Importance of Being First

#AskObama

Tracking Those You Know

Choosing to Respond (or Not)

Listening in to Millions of Discussions in Real Time

A $250-Grand Tweet!

Turning around a Critic

When You Don't Have an Immediate Answer

Social Web Analytics

A Selection of Social Web Analytics Services

How Even the Biggest Can Be Seamlessly Social

Chapter 9: Tap the Crowd for Quick Action

How to Title a Book or Name a Product

A Crowd for Any Purpose

Finding the Right Crowd

Massive Brainstorm

Crowdsourcing a Movie for Free

You Gotta Give to Get

Part II: Connect with Your Market

Chapter 10: Real-Time Customer Connection

Connecting with Customers Is Marketing and PR

Why Should I Help You?

Interacting with Customers in Real Time

Friends Tweet Friends First

Embracing the Tweet

Let Followers Feel the Love on Twitter

How Can You Fight a Fire after the House Burns Down?

Meet Your Critics on Their Turf

Put the CEO to Work

It Can Happen to You!

Rapid Response with Instant Websites

Multiple Communications Channels

Reaching Fans

Chapter 11: Going Mobile, Real Time Is All the Time

Tapping the World for Recommendations

Looking to Buy a House

Reaching Buyers via Mobile

Chapter 12: They Want It Immediately

I Want It Now

Real Time with the Grateful Dead

Real-Time Products for Your Marketplace

Hot Jobs in Real Time?

Book Publisher Goes Real Time with Truman Fires MacArthur

Real-Time Futures Trading Training Course

Part III: Grow Your Business Now

Chapter 13: Let Them Communicate... Now

Real-Time Communications Policy

How to Develop Real-Time Communications Guidelines

Publishing Your Guidelines

Encouraging Communications

My Nordstrom Guy Does Real-Time Right

When One of the Flock Strays

Chief Real-Time Communications Officer

Let Employees Communicate Now

Chapter 14: How Your Website Becomes a Real-Time Machine

Respond Now, While Buyers Are Hot

Know When She's Ready for You

Test It Out!

What's the Other Guy Doing?

Chapter 15: Make the Sale

Real-Time, Data-Driven Marketing and Sales

Real-Time Technology

I Heard You Just Came into Some Wealth!

Make Your Sales Team Love You

Real-Time Sales Playbooks

They Know What I'm Doing!

Chapter 16: Business at the Speed of Now

The Mass-Media Aberration

Lutz and Me

Yes, We're Listening!

TweetDeck in Motown

GM Learns to Show Its Human Face

Lutz Always Gets the Last Word

How Real-Time Communications Sells Cars

Starting Up in Real Time

Improvising under the Volcano

It's About Focusing the Mind-Set on the Tools

Appendix: 2010 Fortune 100 Real-Time Speed Analysis

Media Sources

Acknowledgments

About the Author

Preview Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage

Have David Meerman Scott Speak at Your Next Event

Index

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 & PR. Make money while your competitors sleep.

Brian FetherstonhaughChairman & CEO,OgilvyOne Worldwide

If you are not hooked (hook, line, and sinker) within 10 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 PetersAuthor 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 IshiiMuriel R. CooperProfessor of Media Arts and Sciences,Massachusetts Institute of Technology,and Associate Director of MIT Media Laboratory

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 & 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 mind-set: 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 JacksonChairman & CEO,Jackson Healthcare

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! David Meerman Scott's book provides a rationale to help you create a real-time mind-set in your own organization.

Bill SledzikAssociate ProfessorSchool of Journalism & Mass Communication,Kent State University

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 LinknerChairman/Founder, ePrize and author ofDisciplined Dreaming: A Proven Systemto Unleash Business Creativity

Also by David Meerman Scott

The New Rules of Marketing and PR (Third Edition):How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly

Newsjacking:How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage

Marketing Lessons from the Grateful Dead:What Every Business Can Learn from the Most Iconic Band in History (with Brian Halligan)

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

Copyright © 2012 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, Inc., 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], 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, [phone], fax [phone], 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 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 author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data:

Scott, David Meerman.

Real-time marketing and PR: how to instantly engage your market, connect with customers, and create products that grow your business now/David Meerman Scott.—Rev. and updated.

p. cm. – (Wiley desktop editions)

ISBN 978-1-118-15599-8 (pbk.); ISBN 978-1-118-26614-4 (ebk); ISBN 978-1-118-26616-8 (ebk); ISBN 978-1-118-26637-3(ebk)

1. Internet marketing. 2. Public relations. I. Scott, David Meerman. Real-time marketing & PR. II. Title.

HF5415.1265.S393 2012

658.8 072—dc23

2011037181

Introduction to the Revised Edition

As I was writing the first edition of this book back in early 2010, I felt like a lone voice in the wilderness. Every time I searched the web for talk about issues relating to real-time marketing and PR, results were scarce. Pundits and practitioners seemed locked into thinking about long-term campaigns and not how to seize advantage from what's happening right now.

Eighteen months later, search engines tell a very different story: “real time + marketing” is a topic that has exploded. This year, even the Direct Marketing Association is in the game. Their annual conference, one of the largest gatherings of marketing professionals in the world, is billed as “The Global Event for Real-Time Marketers.”

What happened?

Although my humble book did climb to number two on the Wall Street Journal best-seller list (“and stayed there for a week or two,” as Jerry Garcia once said), I can't claim paternity here. The wave was coming, like it or not. I just happened to spot it early.

When I first sat down to write, protestors in Tehran had just figured out how to use social media as a weapon of civil disobedience. Less than a year later, the same real-time techniques were toppling despotic regimes in Egypt and Tunisia. And as I write this several others are teetering.

Even among CEOs 80 floors above the street, the realization has begun to seep up from below: “What happened to Mubarak is not unrelated to my business.” The revolution now underway is not just political and it's not just an “Arab thing.” Upheavals are coming. Those who understand and adapt stand to be among the winners. Those who ignore what's happening may not fare so well.

The real-time revolution is very much a “people thing.” And the people you will meet in this book are its heart and soul: passionate characters at the forefront, from Amsterdam to Boston to Tokyo, each with an eye-opening story to tell. They made researching and writing this book such a compelling experience for me that I hope…even those who'd choose a root canal over a marketing book will not be disappointed if they continue to turn these pages.

By definition, this is a subject that changes quickly. So if you read the first edition you will find the pages herein are significantly different, with many new examples and anecdotes added.

And so, I invite you to turn the page.…

Prologue

Awareness of information as it happens, in real time, can give you an enormous competitive advantage—if you know how to use it. This was a key lesson I learned working on Wall Street in the go-go 1980s.

It's 1985, and I'm on the institutional trading floor of an investment bank in lower Manhattan. It's nearly noon, time for lunch, and nothing has happened all morning. But none of the bond traders leave. They're scared they might miss something. The bank doesn't want them leaving either, so everyone gets pizza delivered to their desks.

Inhabiting a world of split-second decisions, bond traders earn big money-making trades involving hundreds of millions of dollars. It's a daily battle that involves incredibly long periods of tedium punctuated by occasional short bursts of intense action.

Fortunes are made in seconds; reputations lost in a minute.

Nothing is happening now, though. All is quiet, and boredom reigns because no significant news has broken all morning.

Some traders desperately search their real-time news feeds from Dow Jones, Reuters, and the Associated Press for an angle, any angle, in the quiet market. What's Ronald Reagan up to today? What about Margaret Thatcher? Any news from Paul Volcker, the Federal Reserve chairman? Any economic data due to be released this afternoon? Any large companies announcing quarterly earnings today?

As they pore through data and news, the traders are poised, ready to commit huge sums of money when the moment is right. They peer intently at the Bloomberg screens displaying bond prices the moment they change. Data from futures markets and stock exchanges update the instant a trade is made.

Speed on the trading floor is so crucial that traders are linked one to one with their counterparts at other institutions by direct, dedicated lines—just like the Kremlin and the White House.

At a nearby desk, I see a phone panel light up (no ringing on the trading floor), and a trader answers by jabbing the button with his middle finger. But when he sits back relaxed, his body language tells me he's simply swapping the latest off-color joke or talking football.

Suddenly, one of the senior traders yells, loud as he can: “The Fed's in!”

For a split second, the room is completely silent as all listen.

When the senior trader then bellows “Buying Treasuries!” it's as if a bomb has hit. The entire room erupts in highly organized chaos. Pizza is tossed aside, and phones are grabbed in one fluid movement. It's time to earn those huge salaries.

In a heartbeat, everyone is on at least one phone, and many are on two or more, alerting customers in an instant: “The Fed is in!”

Within seconds, the screens light up in seas of green as bond prices rise steeply across the board. Before the same minute expires, financial newswires like Dow Jones and Reuters write and issue newsflashes that appear instantly on trading room screens from Albuquerque to Zagreb. Within just 60 seconds, everywhere knows and everyone is equal again. The competitive advantage disappears.

But within that minute the traders who got their orders placed a split-second faster had earned their daily bread. Being first with the news is valuable currency that earns them lucrative deals from their clients. Hearing it first and acting on it fast equals money—lots of money—on Wall Street.

Since I first witnessed a Wall Street minute in 1985, trading technology has advanced light-years. But what I saw then was still new: Technology was transforming financial trading into a game where instant information informs split-second decisions worth millions of dollars.

It's impossible to overstate the impact of innovations in computing and telecommunications on the financial markets in the 1980s. Within a decade finance was transformed from a clubby, old-boys' network to a 24-hour global trading system. With that revolutionary shift a new currency of success emerged: the ability to gather, interpret, and react to new information in fractions of a second—real time.

It has taken a quarter century. But in fields like marketing and public relations the impact of the real-time revolution in finance is finally beginning to hit the so-called “real economy.”

Who's leading the way? As you will read in these pages, it's not mega-corporations with billion-dollar information technology budgets. Far from it!

In today's real-time revolution the swift are out in front. As you discover in Chapter 1, one of the largest, most technically sophisticated marketers in the United States proved no match for one irate Canadian with a broken guitar and a video camera.

Part I

Revolution Time

Wake Up, It's Revolution Time!

Your accustomed methods and processes may be already fatally out of sync with the world around you. The narrative of your business now unfolds, minute by minute, in real time. And it's driven by your customers, talking among themselves—it's no longer guided by the mass media your ad budget can buy.

In a world where speed and agility are now essential to success, most organizations still operate slowly and deliberately, cementing each step months in advance, responding to new developments with careful but time-consuming processes.

This time lag can leave your business fatally exposed. But it doesn't have to! As you discover in Part I of Real-Time Marketing & PR, there are clear paths to follow in adapting your course and your culture to the new environment.

Allow me to introduce you to the rules of realtime marketing and public relations (PR).

Chapter 1

Grow Your Business Now

In the emerging real-time business environment, where public discourse is no longer dictated by the mass media, size is no longer a decisive advantage. Speed and agility win.

In this chapter we examine a Dave-versus-Goliath contest that shows how even one individual can outgun one of the largest, most scientific, marketing, PR, and customer-service organizations on the planet. We also discover how other agile players quickly harness the momentum of Dave's slingshot.

Now, more than at any other time in history, speed and agility are decisive competitive advantages.

“My God, they're throwing guitars out there,” said a woman in a window seat as passengers on a United Airlines flight waited to deplane in Chicago on March 31, 2008.

Singer-songwriter Dave Carroll and fellow members of Sons of Maxwell, a Canadian pop-folk band, knew instantly guitars. Flying from home in Halifax, Nova Scotia, for a one-week tour of Nebraska, their four guitars were in the airplane's hold. Sure enough, when the bass player looked out the window he witnessed United Airlines baggage handlers tossing his bass.