The New Rules of Marketing and PR E-Book

David Meerman Scott

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

Seitenzahl: 864

Veröffentlichungsjahr: 2015

Beschreibung

The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility, and increase sales. This practical guide is written for marketing professionals, PR professionals, and entrepreneurs who want to grow their businesses and create success. Learn how companies, nonprofits, and organizations of all sizes can leverage web-based content to get timely, relevant information to eager, responsive buyers for a fraction of the cost of big-budget campaigns. This fifth edition--the most extensively revised edition yet--includes: * Dozens of compelling case studies with revisions * Real-world examples of content marketing and inbound marketing strategies and tactics * A fresh introduction * A new chapter on sales and service * Coverage of the latest social media platforms, including Periscope, Meerkat, and Snapchat The New Rules of Marketing & PR is an unparalleled resource for entrepreneurs, business owners, nonprofit managers, and all of those working in marketing or publicity departments. This practical guide shows how to devise successful marketing and PR strategies to grow any business. David Meerman Scott is a marketing strategist, bestselling author of ten books--including three international bestsellers--advisor to emerging companies such as HubSpot, and a professional speaker on marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two publicly traded US companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.

Leseprobe

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

Guide

Cover

Table of Contents

Begin Reading

Part 1

Chapter 1

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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, [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 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 [phone], outside the United States at [phone] or fax [phone].

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 (among other influentials) will repeat your story all over the world, potentially bringing hundreds of thousands or millions of people your way. One link on a site like Digg alone could bring tens of thousands of visitors.

How did that happen? Well, for one, lots of people knew me, knew my phone number, knew what kind of car I drove, knew my wife and son, knew my best friends, knew where I worked, and had heard me in about 700 videos that I posted at http://channel9.msdn.com on behalf of Microsoft.

They also knew where I went to college (and high school and middle school) and countless other details about me. How do you know they know all this? Well, they wrote a page on Wikipedia about me at http://en.wikipedia.org/wiki/Robert_Scoble—not a single thing on that page was written by me.

What did all that knowledge of me turn into? Credibility and authority. Translation: People knew me, knew where I was coming from, knew I was passionate and authoritative about technology, and came to trust me where they wouldn't trust most corporate authorities.

By reading this book, you'll understand how to gain the credibility you need to build your business. Enjoy!

—Robert Scoble

Co-author, Naked Conversations

@scobleizer

Introduction

In late 2014, I was considering buying a new surfboard. I've been mainly riding an 8′0″ Spyder Wright over the past several years, and I wanted to get a smaller board. In an article in magazine, I read about a trend back to wooden surfboards, so I thought I'd do a little research on wood as an option for my next purchase. Like billions of other consumers, I headed over to Google to start my research. I entered the phrase “wooden surfboard.” Then I followed the link to the top search result: Grain Surfboards at .