The New Rules of Marketing and PR
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Contents
Foreword xvii
Introduction xxi
The New Rules xxiii
Trying to Write Like a Blog, But in a Book xxiv
Showcasing Innovative Marketers xxvi
I How the Web Has Changed the Rules of
Marketing and PR 1
1
The Old Rules of Marketing and PR Are
Ineffective in an Online World 3
Advertising: A Money Pit of Wasted Resources 5
One-Way Interruption Marketing Is Yesterday’s Message 6
The Old Rules of Marketing 8
Public Relations Used to Be Exclusively about
the Media 8
Public Relations and Third-Party Ink 10
Yes, the Media Are Still Important 10
Press Releases and the Journalistic Black Hole 11
The Old Rules of PR 12
Learn to Ignore the Old Rules 14
2 The New Rules of Marketing and PR 15
The Long Tail of Marketing 17
Tell Me Something I Don’t Know, Please 19
Bricks-and-Mortar News 21
Advice from the Company President 23
The Long Tail of PR 24
The New Rules of Marketing and PR 25
The Convergence of Marketing and PR on the Web 26
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3 Reaching Your Buyers Directly 27
Let the World Know about Your Expertise 31
Develop Messages Your Buyers Want to Hear 31
Buyer Personas: The Basics 32
Think Like a Publisher 35
Tell Your Organization’s Story Directly 36
Know the Goals and Let Content Drive Action 37
Content and Thought Leadership 38
II Web-Based Communications to Reach
Buyers Directly 41
4
Blogs: Tapping Millions of Evangelists to Tell
Your Story 43
Blogs, Blogging, and Bloggers 45
Understanding Blogs in the World of the Web 47
The Three Uses of Blogs for Marketing and PR 50
Monitor Blogs—Your Organization’s Reputation
Depends on It 51
Comment on Blogs to Get Your Viewpoint
Out There 53
Do You Allow Employees to Send E-Mail?
How about Letting Them Blog? 56
Breaking Boundaries: Blogging at McDonald’s 57
The Power of Blogs 59
Get Started Today 60
5 The New Rules of News Releases 61
News Releases in a Web World 63
The New Rules of News Releases 64
If They Find You, They Will Come 64
Driving Buyers into the Sales Process 67
Reach Your Buyers Directly 68
6 Audio Content Delivery through Podcasting 69
Putting Marketing Back in Musicians’ Control 71
Podcasting: More Than Just Music 74
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7 Forums, Wikis, and Your Targeted Audience 77
Your Best Customers Participate in Online Forums—
So Should You 81
Your Space in the Forums 85
Wikis, List Serves, and Your Audience 87
Creating Your Own Wiki 89
8 Going Viral: The Web Helps Audiences Catch
the Fever 91
Minty-Fresh Explosive Marketing 92
Monitoring the Blogosphere for Viral Eruptions 93
Creating Viral Buzz for Fun and Profit 96
The Virgin Mary Grilled Cheese Sandwich and
Jerry Garcia’s Toilet 96
When You Have Explosive News, Make It Go Viral 97
9 The Content-Rich Web Site 101
Political Advocacy on the Web 102
Content: The Focus of Successful Web Sites 105
Putting It All Together with Content 106
The Great Web Site: More an Art Than a Science 108
III Action Plan for Harnessing the Power
of the New Rules
111
10 You Are What You Publish: Building Your
Marketing and PR Plan 113
What Are Your Organization’s Goals? 114
Buyer Personas and Your Organization 116
The Buyer Persona Profile 118
The Importance of Buyer Personas in
Web Marketing 121
In Your Buyers’ Own Words 122
What Do You Want Your Buyers to Believe? 125
Developing Content to Reach Buyers 127
Launching a Baby Dinosaur 128
Stick to Your Plan 132
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11 Online Thought Leadership to Brand Your
Organization as a Trusted Resource 133
Developing Thought Leadership Content 134
Forms of Thought Leadership Content 135
How to Create Thoughtful Content 138
Leveraging Thought Leaders outside of
Your Organization 139
How Much Money Does Your Buyer Make? 140
12 How to Write for Your Buyers 143
An Analysis of Gobbledygook 144
Poor Writing: How Did We Get Here? 145
Effective Writing for Marketing and PR 147
The Power of Writing Feedback (from Your Blog) 148
13 How Web Content Influences the Buying Process 151
Segmenting Your Buyers 153
Elements of a Buyer-Centric Web Site 155
Using RSS to Deliver Your Web Content to
Targeted Niches 159
Link Content Directly into the Sales Cycle 160
A Friendly Nudge 161
Close the Sale and Continue the Conversation 162
An Open-Source Marketing Model 163
14 How to Use News Releases to Reach
Buyers Directly 167
Developing Your News Release Strategy 168
Publishing News Releases through a
Distribution Service 169
Reaching Even More Interested Buyers with
RSS Feeds 171
Simultaneously Publishing Your News Releases
to Your Web Site 171
The Importance of Links in Your News Releases 172
Focus on the Keywords and Phrases Your
Buyers Use 173
Include Appropriate Social Media Tags 175
If It’s Important Enough to Tell the Media,
Tell Your Clients and Prospects, Too! 176
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15 The Online Media Room: Your Front Door for
Much More Than the Media 179
Your Online Media Room as (Free) Search
Engine Optimization 180
Best Practices for Online Media Rooms 181
An Online Media Room to Reach Journalists, Customers,
Bloggers, and Employees 189
Really Simple Marketing: The Importance of RSS Feeds
in Your Online Media Room 191
16 The New Rules for Reaching the Media 193
Nontargeted, Broadcast Pitches Are Spam 194
The New Rules of Media Relations 195
Blogs and Media Relations 196
How to Pitch the Media 197
17 Blogging to Reach Your Buyers 201
What Should You Blog About? 202
Blogging Ethics and Employee
Blogging Guidelines 204
Blogging Basics: What You Need to Know
to Get Started 206
Pimp Out Your Blog 208
Building an Audience for Your New Blog 210
Tag, and Your Buyer Is It 211
Blogging Outside of North America 212
What Are You Waiting For? 214
18 Podcasting and Video Made, Well, as Easy
as Possible 217
Podcasting 101 217
My Audio Is Your Podcast 221
Video and Your Buyers 223
Knifing the Competition . . . and It’s All
Caught on Video 226
19 Social Networking Sites and Marketing 229
Check Me Out on MySpace 229
Do You Squidoo? 231
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Optimizing Social Networking Pages 233
Second Life: Marketing in a Virtual World 235
20 Search Engine Marketing 241
Search Engine Optimization 243
The Long Tail of Search 244
Carve Out Your Own Search Engine
Real Estate 245
Web Landing Pages to Drive Action 246
Search Engine Marketing in a
Fragmented Business 249
21 Make It Happen 253
Great for Any Organization 255
Now It’s Your Turn 258
Acknowledgments 259
Index 267
About the Author 276
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Contents
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Foreword
Y
ou’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 Mi-
crosoft, building an audience of more than four million unique visi-
tors a month.
You’re not supposed to be able to do what Stormhoek did. A win-
ery in South Africa, it doubled sales in a year using the principles
discussed here.
You’re not supposed to be able to run a presidential campaign
with just a blogger, a videographer, and a Flickr photographer. But
that’s what John Edwards did in December 2006 as he announced he
was running for President.
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 per-
cent 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 peo-
ple talking about your business, now thousands and sometimes mil-
lions (Engadget had 10 million page views in a single day during the
Consumer Electronics and MacWorld shows in January 2006) are ei-
ther participating or listening in.
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What does this mean? Well, now there’s a new media to deal with.
Your PR teams had better understand what drives this new media
(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 de-
partment “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.
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 run-
ning 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, Live.com, or
Yahoo!, and you’ll find Chris Pratley. He runs the OneNote team at
Microsoft. Or, search for “Sun CEO.” You’ll find Jonathan Schwartz
and his blog.
You can leave either one 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?
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Look at how the world found out I was leaving Microsoft for a Sil-
icon Valley startup (PodTech.net).
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 that 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 Web site, in BusinessWeek, Economist, in more than
140 newspapers around the world (friends called me from Australia,
Germany, Israel, and England, among other countries) and 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 hun-
dreds 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 sin-
gle thing on that page was written by me.
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