The New Rules of Marketing and PR
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Online media room(s):
best practices for, 181–188
as free search engine optimization,
180–181
in organization’s Web site, 179–180
RSS feeds in, 191–192
Open for Discussion (McDonald’s), 58
Open-source marketing model, 163–165
Oprah, 24
Optimizing/optimization. See also Search
engine optimization (SEO)
content, 66
news releases for searching, 183–184
of site, 20
of social networking pages, 233–235
Organizations:
blogs as vehicle for, 201–202
building buyer persona and, 116–117
corporate communications in, 96
employees blogging in, 56–57
forms of highlighting expertise, 31
goals of, 114–116
great Web sites of, 165
making news go viral, 97–100
monitoring blogs and reputation of, 51–52
online media room in Web sites of,
179–180
participation in Web forums, 78–81, 87
podcasting for, 74–75
policies about communications, 204–205
thought leadership and, 133
Web content and, 106–108, 255–256
Outsell, Inc., 98–100
Owen, Clay, 189–190
Pabst Brewing, 226
Page bookmarking, 235
paidContent.org, 99
Participation online, 78–81, 87, 234
Pasick, Adam, 237–238
Pass-along value content, 158
Patch, Ryan, 16
Pay-per-click ads, 99
PBwiki, 137
Pearlman, Robert, 85–87, 89
Pedersen, Mike, 33–35
Pelton, Jack, 107
Penn, Christopher S., 221–223
Perfetti Van Melle USA, 94
Perform Better Golf blog (Pedersen), 33
“Permission Marketing,” 232
Peters, Tom, 135
Peterson, Jim, 22–24
Photos, use in Web sites, 157, 185
Pimped-out blog, 208–210
Pitches, broadcast, 194–195
Pitching the media, 197–200
Pitt, Harvey, 123
Pleo, 128, 129, 130–132
Podcast blog, 220
Podcast channel, at NRDC, 104
Podcasters, 71
Podcasting:
for marketing, 74, 222–223
of music, 71–73
for organizations, 74–75, 101, 217–221
as part of social networking, 73
vs. Internet, 74
Podcasting for Dummies (Morris and Terra), 218
Podcast(s), 138
defined, 70, 217–218
interrelationships with other media, 101
show, 70
value as marketing vehicle, 69
Political candidates, power of blogs for, 53–55
Positioning strategy blog, 214
Posner, Henry, 83–85
Postproduction editing, 219
PowerLine, 49
Power of blogs/viral marketing, 59–60, 92–93
Pragmatic Marketing, 140
Press kit, in online media room(s), 184
Press page. See Online media room
Press release(s), 9, 11–12, 22–23, 61–63. See
also News release(s)
Press room. See Online media room(s)
PrimeNewswire, 170
Printer-friendly formats, with news releases,
184
Privacy, blogging ethics and, 205
PR Newswire, 66, 170
Product managers, 140–141
Product(s):
bloggers’ comments on, 52
introducing, 161–162
marketing and PR plan for, 113–114
specs and valuable data of, 185
Professional Deck Builder Magazine, 6
Profit, creating viral buzz for, 96
Promotion, podcasting and, 220
PRSA. See Public Relations Society of
America (PRSA)
PRWeb, 28, 170
Public relations:
building plan for Pleo, 130–132
buyer persona profiling and, 121
of The Concrete Network, 22
convergence on the Web, 26
defined, 62–63
direct, 30
effective writing for, 147–148
Internet and, 11
long tail of, 24–25
media and, 8–9, 10–11
new rules for, 25–26
old rules of, 12–13, 14
successful, 30
third-party ink and, 10
use of blogs for, 50–51
Public relations professionals, 63
272 Index
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Public Relations Society of America (PRSA), 62
Public relations strategy, 37–38
Publisher, thinking like, 35–36, 173
Publishing industry, 59–60
Puma, 226
Purple Cow (Godin), 232
Rambeau, Dee, 180
Ratliff, Eddie, 53–55
Reaching buyers directly, 27–39
Reed Elsevier, 59
Reporters, 194–195, 198
Research and survey reports, 137
Return on investment (ROI), of blogging,
44–45
Reuters, 237–238
Revella, Adele, 119, 121
Rewards, blogs and, 45
Richard, Chuck, 98–100
Roberts, John, 163, 164
Rose, Kevin, 75
RSS (Really Simple Syndication) feeds, 70,
89
blogs and, 208
in online media room, 191–192
reaching more buyers with, 171
in Web marketing strategy, 159–160
Rubel, Steve, 62
Russinovich, Mark, 78
Rymaszewski, Michael, 236
Sales, 160–161, 162–163
Sarbanes-Oxley legislation, 123
Scala, Inc., 249–251
Schmidt, Dave, 149
Schwartz, Larry, 196
Scott, Alan, 82
Scott, Yukari Watanabe, 213
Search engine advertising, 242–243
Search engine marketing, 17. See also Search
engine optimization
carve out search engine real estate, 245–246
creating programs for, 244–245
in fragmented business, 249–251
long tail of search, 244–245
meaning of, 242
vs. other types of marketing, 241–243
Search Engine Marketing Inc. (Moran and
Hunt), 244
Search engine optimization (SEO):
defined, 242
as marketing program, 243–244
online media room as free, 180–181
Search Engine Roundtable, 29
Search engines, 52, 210–211, 242–243,
244–246
Search Engine Watch, 99, 244
Searching, in search engines, 244–246
Search Marketing, 242–243
Second Life, 235–239
Second Life: The Official Guide
(Rymaszewski), 236
Second Life Boutique, 237
Security Moms, 117, 119, 120, 125
Self-contained unit, landing page as, 248–249
Service, introducing, 161–162
Services, marketing and PR plan and, 113–114
Sethi, Ramit, 137
Shareholder.com, 123–125
SHIFT Communications, 131, 175–176
Shore Communications Inc., 197
Shorten Your Sales Cycle: Marketing Programs
that Deliver More Revenue Faster (Scott),
64
Simonis, Linas, 213–214
Site experiment, 235
Site optimization, 20
Site personality, developing, 156
Slashdot, 79
Small Is the New Big (Godin), 232
Smirnoff “teapartay” video, 224
Smith, Bradley H., 124–125
Smith, Colin, 66–68
Smith-Winchester, Inc., 149
Smyth, George L., 71–72, 74
Social media tags, in news releases, 175–176
Social networking, podcasting as part of, 73
Social networking sites:
MySpace and, 229–231
optimizing, 233–235
popularity of, 229
Squidoo and, 231–233
Software, for blogging, 206–207
Software Marketing Perspectives Conference
& Expo, 65
Solomon, Lisa, 87–88
Solosez, 87–88
“Sony, Rootkits and Digital Rights
Management (DRM) Gone Too Far,”
(Russinovich), 78
Sony BMG, 78–80, 83
Sony Suit blog, 80
Sources of information, blogs as, 49–50
Squidoo, 231–233
Squidoo lenses, 103–104
Squires, Mark, bulletin board of, 36
Starbucks, 113–114
“State of the Blogosphere” report
(Technorati), 203
Stelzner, Michael A., 135
Stern, Diana, 129–132
Stock quoting, 157
Strategy:
for content, 35–36
for developing news releases, 168–169
for media relations, 68, 181, 182
to reach buyers, 32–33
for social networking site, 229–231
Student Loan Network, 221
Success, 24–25, 30, 115
Index 273
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SugarCRM, 163–165
SugarForge, 163
SugarWiki, 164
Sullivan, Danny, 99
Tagging, 211–212, 219, 235
Targeted content, 35
Technorati (blog search engine), 52, 54, 175,
203, 208, 209, 212, 213
TechTarget, 136
Television advertising, 5–6
Telos Systems, 219
Terra, Evo, 218
Text mining technologies, 51–52
Text100, 237
Textron, Inc., 106–108
TheaterChurch.com, 256
Third-party ink, public relations and, 10
Thomson, 59
Thought leaders. See also Thought
leadership
leveraging outside the organization,
139–140
in social networking sites, 234
Thought leadership, 141. See also Thought
leadership content
Thought leadership content, 38–39, 134–139
TiVo, 32
Trackbacks feature, 207–208
Trade media, public relations and, 10–11
Trade press, 64, 167
Trade publications, advertising in, 6
Tradeshow participation, in online media
room, 187
Transparency, 205, 234
TV advertisements, 31–32
TV-industrial complex, 6–7
TypePad, 206, 209, 213
UGOBE, 128–132
Uncle Seth, 72
Updating blogs, 210–211
Video channel, developing, 225
Video clips, use in Web sites, 157, 185
Video content, 138
Video(s), 223–226
Video-sharing sites, 224
Viral marketing:
buzz, 96–100
campaigns, 72–73
power of, 92–93
Web content and, 158
Virgin Mary grilled cheese sandwich,
96–97
Virtual world, marketing in, 235–239
Vlogs, vlogging, 93, 138, 225, 226
Vodcasting, 225
Vodcasts, 138
Volkswagen, 230
Voltz, Stephen, 91
Vortex Racing, 16
Vroomen, Gerard, 15
Waiting for Your Cat to Bark?: Persuading
Customers When They Ignore Marketing
(Eisenberg), 27
Wall, John J., 218
Wallace, Mark, 236
Warner, Mark, 53–55
Warner Communications, 98
Web. See also Web content
audio on, 69
communication and, 194
convergence of marketing and public
relations on, 26
marketers and, 19
media relations and, 193
reaching niche buyers with, 6
searching in browse mode, 20
understanding blogs in, 47–50
Web-as-a-city, 49
Web content:
of The Concrete Networks, 21–22
influence on buying process, 151–165
interaction of people with, 19–20
in organizations’ Web sites, 106–108,
225–256
SugarCRM, 164
Weber grills, 225
Weber Nation Web site, 225
WebEx, 65–68
Webiners, 123–124, 136–137
Web landing pages, marketing with, 246–249
Weblogs. See Blog(s)
Web marketing, 7, 8, 17
buyer personas in, 121–122
companies using video, 223–224
strategy of, 37–38, 159–160
words and phrases of buyers and, 122–125
Web site(s). See also Buyer-centric Web sites
art and science of, 108–109
building voice of customers in, 108
buyer-centric, 155–158
charts and graphs used in, 157, 185
content in, 15–17
content-rich, 101–109
measures of success, 115
of news release distribution services, 170
online media room in, 179–180
of organizations, 106–108, 165
organizing for buyer personas, 153–154
posting news releases to, 171–172
RSS feeds in, 191
traffic of, 27–30, 38
Web video, companies and, 223–224
Web world, news releases in, 63–64
Wesley, John, 257
274 Index
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What No One Ever Tells You About Blogging
and Podcasting (Demopoulos), 155
What should you blog about?, 202–204
Whistleblower Hotline, 123, 124
Whitepapers, 128, 135–136
Widgets, 103
Wikipedia, 88–89
Wikis, 77, 88, 89–90, 137, 158, 164
Wilson, Steve, 58
Wine Storage Blog, 36
Winters, Catherine, 236
Word of mouse, 257
Word of Mouth Marketing Association, 205
WordPress, 206
Writing to buyers, 143–150
Writing White Papers (Stelzner), 135
Xanga, 229, 231
XCP content protection software, 80
Yahoo!, 169, 211, 231, 242, 244
Yahoo! groups, 53
YouTube, 32, 58, 224, 225
Yoyodyne, 231
Zabriskie, David, 15
Zetsche, Dieter, 4
Index 275
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About the Author
D
avid Meerman Scott is an online thought leadership strategist.
The programs he has developed have won numerous awards
and are responsible for selling over $1 billion in products and serv-
ices worldwide. He is a frequent speaker at corporate events and in-
dustry conferences.
For most of his career, Scott worked in the online news business.
He was vice president of marketing at NewsEdge Corporation and
held executive positions in an electronic information division of
Knight-Ridder, at the time one of the world’s largest newspaper com-
panies. He’s also held senior management positions at an e-commerce
company, been a clerk on a Wall Street bond-trading desk, worked in
sales at an economic consultancy, and acted in Japanese television
commercials.
He is an instructor for the Pragmatic Marketing seminar based on
the ideas in this book, which helps technology companies become
market-driven through the use of online strategies.
A graduate of Kenyon College, Scott has lived in New York, Tokyo,
Boston, and Hong Kong and has presented at hundreds of industry
conferences and events in over 20 countries on four continents.
Check out his blog at www.WebInkNow.com.
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