Synopses & Reviews
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 and PR. Make money while your competitors sleep."
—Brian Fetherstonhaugh, Chairman and CEO, OgilvyOne Worldwide
"If you are not hooked (hook, line, and sinker) within ten 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 Peters, author 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 Ishii, Muriel R. Cooper Professor of Media Arts and Sciences, Massachusetts Institute of Technology, and Associate Director, MIT Media Laboratory
"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 Linkner, Chairman and founder, ePrize, and author of Disciplined Dreaming: A Proven System to Unleash Business Creativity
"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! Scott's book provides a rationale to help you create a real-time mindset in your own organization."
—Bill Sledzik, Associate Professor, School of Journalism and Mass Communication, Kent State University
"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 and 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 mindset: '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 Jackson, Chairman and CEO, Jackson Healthcare
Synopsis
David Meerman Scott's book The New Rules of Marketing & PR opened people's eyes to the new realities of marketing and public relations on the Web. Six months on the BusinessWeek bestseller list and published in more than twenty languages, New Rules is now a modern business classic. Scott's popular blog and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers.
Now, in Real-Time Marketing & PR, Scott opens eyes again with his groundbreaking ideas on the opportunities (and threats) inherent in today's always-on, 24x7, instant business environment. Real-time marketing and public relations is when organizations respond to events as they occur. It's when 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.
The Internet fundamentally changes the timescales on which we do business, compressing time and imparting a competitive advantage to the quick.
In every market, there is room for smart organizations to seize market share and improve profits by providing a product or service or communications initiative at speed. Here are just a few ways that smart organizations are using the power of real-time strategies to build revenue, spread ideas, and interact with potential buyers around the world
Crowdsource product development and marketing materials such as online videos Limit quantities of hot new products Create real-time deal alerts for your best customers Create products that exploit real-time advantages Develop products based on a breaking news story Get front-page coverage by being the first to comment on breaking news Be on the lookout for unhappy customers
As Scott shows with dozens of examples from organizations large and small from all over the world, speed and agility are now a competitive advantage in today's marketplace. Real-Time Marketing & PR explores new ideas about how fostering a real-time culture benefits organizations. The book digs into details about how companies, nonprofits, government agencies, entrepreneurs and even jobseekers get a leg up on the competition by being first to market and by communicating quickly.
Synopsis
In this follow-up to "The New Rules of Marketing & PR," Scott reveals his groundbreaking ideas on the opportunities (and threats) inherent in today's always-on, 24/7, instant business environment. He explains how to engage a market, connect with customers, and create products that grow a business.
Synopsis
Wake up, it's revolution time! Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It's a real-time world now, and if you're not engaged, then you're on your way to marketplace irrelevance.
"Real time" means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictably go viral to a global audience. It's when 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.
Caught up in old, time-consuming processes, too many companies leave themselves fatally exposed by flying blind through this new media environment. You don't have to be among them. Discover Real-Time Marketing and PR and get a clear path to navigate and succeed in the changed business landscape.
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!
Synopsis
Launch effective real-time communications to win in today's always-on worldGone 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!
About the Author
David Meerman Scott's book The New Rules of Marketing and PR opened people's eyes to the new realities of marketing and public relations on the Web. Six months on the BusinessWeek bestseller list and published in more than twenty languages, New Rules is now a modern business classic. David's popular blog and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers in real time.
Table of Contents
Prologue ix
I Revolution Time 1
1 Grow Your Business Now 3
Dave's Slingshot Goes Viral on Goliath 7
The Stories behind the Story: United Airlines, Taylor Guitars, and Calton Cases 10
Break a Taylor Guitar and You Break this Man's Heart 10
A Teachable Moment 12
Case Study in Real-Time Product Development 13
United Comes Untied 14
Dave's Big Win 16
Real-Time Engagement 17
2 Speed versus Sloth: Dispatches from the Front 19
Google Finally Gets It 21
Caught on the News Cycle Hamster Wheel 22
Feeling an Invisible Presence in the Conference Hall 23
What Matters Now 24
Can You See the Pattern? 26
3 Laying Down Some Real-Time Law 27
The New Laws on Speed 28
The Real-Time Power Law 28
The Real-Time Law of Normal Distribution 30
How Would You React? 32
4 Real-Time Attitude 33
Business as Usual 33
The Real-Time Mind-Set 34
No More Business as Usual 35
It's Not the Tools, It's the Mind-Set Behind Them 37
5 Too Big to Succeed? 40
Boeing’s Radar Belatedly Spots Harry’s Plane 41
Thank You for Your Inquiry 45
Contact Us (Or Not) 46
Making Contact 48
How Fast Does the Fortune 100 Respond? 49
6 Engage the Media at Their Convenience 51
Always On 52
The Revolution, Live on YouTube and Twitter 52
Get in Sync with the Real-Time News Cycle 53
The Old Media Relations Timeline 54
Amazon as Big Brother 55
Now: While News Is Happening 57
Multiple Takes, One Story 58
How They Make News in Real Time 59
Did You Hear the One about the Pornographic Robocall? 59
How to Engage the Media in Real Time 61
7 Crisis Communications and the Media 71
Eurostar and Silence 71
Twitter as a Crisis Communications Tool 73
Real-Time Media Alerts 74
Connect with Journalists before You Need Them 74
Thrust into the News When You Least Expect It 76
When You Have Hot News 77
How to Deflate a Scandal 78
The Time Is Now 79
The Million-Dollar Door 79
8 What Are People Saying about You This Instant? 82
Who the Hell Are These People? 82
Tracking Those You Know 87
Choosing to Respond (Or Not) 88
Listening in to Millions of Discussions in Real Time 89
A $250-Grand Tweet! 90
Turning around a Critic 92
When You Don’t Have an Immediate Answer 93
Social Web Analytics 94
A Selection of Social Web Analytics Services 95
How Even the Biggest Can Be Seamlessly Social 98
9 Tap the Crowd for Quick Action 100
How to Title a Book or Name a Product 101
A Crowd for Any Purpose 102
Finding the Right Crowd 104
Massive Brainstorm 106
Crowdsourcing a Movie for Free 106
You Gotta Give to Get 108
II Connect with Your Market 111
10 Real-Time Customer Connection 113
Connecting with Customers Is Marketing and PR 114
Why Should I Help You? 116
Interacting with Customers in Real Time 118
Friends Tweet Friends First 119
Embracing the Tweet 120
Let Followers Feel the Love on Twitter 123
How Can You Fight a Fire after the House Burns Down? 124
Meet Your Critics on Their Turf 126
Put the CEO to Work 126
It Can Happen to You! 127
Respond Rapidly with Instant Web Sites 129
Multiple Communications Channels 131
Reaching Fans 135
11 Going Mobile, Real Time Is All the Time 138
Tapping the World for Recommendations 139
Looking to Buy a House 141
Reaching Buyers via Mobile 143
12 They Want It Immediately 145
I Want It Now 146
Real Time with the Grateful Dead 147
Real-Time Products for Your Marketplace 150
Hot Jobs in Real Time? 151
Book Publisher Goes Real Time with Truman Fires MacArthur 153
Real-Time Futures Trading Training Course 154
III Grow Your Business Now 157
13 Let Them Communicate . . . Now 159
Real-Time Communications Policy 161
How to Develop Real-Time Communications Guidelines 171
Publishing Your Guidelines 172
Encouraging Communications 173
When One of the Flock Strays 174
Chief Real-Time Communications Officer 175
Let Employees Communicate Now 177
14 How Your Web Site Becomes a Real-Time Machine 178
Respond Now, While Buyers Are Hot 179
Know When She's Ready for You 181
Test It Out! 183
What’s the Other Guy Doing? 183
15 Make the Sale 186
Real-Time, Data-Driven Marketing and Sales 186
Real-Time Technology 188
I Heard You Just Came into Some Wealth! 190
Make Your Sales Team Love You 192
Real-Time Sales Playbooks 193
They Know What I’m Doing! 195
16 Business at the Speed of Now 197
The Mass-Media Aberration 198
Lutz and Me 200
Yes, We're Listening! 202
TweetDeck in Motown 203
GM Learns to Show Its Human Face 203
Lutz Always Gets the Last Word 204
How Real-Time Communications Sells Cars 205
Starting Up in Real Time 206
Improvising under the Volcano 209
It’s about Focusing the Mind-Set on the Tools 210
Appendix 213
Media Sources 219
Acknowledgments 227
About the Author 229
Have David Meerman Scott Speak at Your Next Event 231
Index 233