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Index
Praise Also by David Meerman Scott Title Page Copyright Page Dedication Foreword Welcome to the Second Edition of the New Rules
Second Edition
Introduction
The New Rules Trying to Write Like a Blog, But in a Book Showcasing Innovative Marketers
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 Long Tail of Marketing Tell Me Something I Don’t Know, Please Bricks-and-Mortar News Advice from the Company President 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 Buyer Personas: The Basics Think Like a Publisher Tell Your Organization’s Story Directly Know the Goals and Let Content Drive Action Content and Thought Leadership
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 Facebook Group Drives 15,000 People to Singapore Tattoo Show The New Rules of Job Search How David Murray Found a New Job via Twitter 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 Creating Your Own Wiki
Chapter 5 - Blogs: Tapping Millions of Evangelists to Tell Your Story
Blogs, Blogging, and Bloggers 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 How to Reach Bloggers Around the World Do You Allow Employees to Send Email? How about Letting Them Blog? Breaking Boundaries: Blogging at McDonald’s The Power of Blogs Get Started Today
Chapter 6 - Audio and Video Drive Action
Digging Digg Video What University Should I Attend? The Best Job in the World Audio Content Delivery through Podcasting Putting Marketing Back in Musicians’ Control Podcasting: More than Just Music Grammar Girl Podcast
Chapter 7 - The New Rules of News Releases
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 Reach Your Buyers Directly
Chapter 8 - 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 Viral Buzz for Fun and Profit The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia’s Toilet Clip This Coupon for $1 Million Off Ft. Myers, FL Home When You Have Explosive News, Make It Go Viral
Chapter 9 - The Content-Rich Web Site
Political Advocacy on the Web Content: The Focus of Successful Web Sites Reaching a Global Marketplace Putting It All Together with Content Great Web Sites: More Art than Science
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 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 Obama for America Stick to Your Plan
Chapter 11 - 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 Write What You Know Leveraging Thought Leaders Outside of Your Organization How Much Money Does Your Buyer Make?
Chapter 12 - 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)
Chapter 13 - How Web Content Influences the Buying Process
Segmenting Your Buyers Elements of a Buyer-Centric Web Site Using RSS to Deliver Your Web Content to Targeted Niches Link Content Directly into the Sales Cycle A Friendly Nudge Close the Sale and Continue the Conversation An Open-Source Marketing Model
Chapter 14 - Social Networking Sites and Marketing
Television’s Eugene Mirman Is Very Nice and Likes Seafood Facebook: Not Just for Students Check Me Out on MySpace Tweet Your Thoughts to the World Social Networking and Personal Branding Connecting with Fans How Amanda Palmer Made $11,000 on Twitter in Two Hours Which Social Networking Site Is Right for You? You Can’t Go to Every Party, So Why Even Try? Optimizing Social Networking Pages Start a Movement
Chapter 15 - 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) Blogging Outside of North America What Are You Waiting For?
Chapter 16 - Video and Podcasting Made, Well, as Easy as Possible
Video and Your Buyers A Flip Video Camera in Every Pocket Getting Started With Video Knifing the Competition . . . and It’s All Caught on Video Podcasting 101 My Audio Is Your Podcast
Chapter 17 - How to Use News Releases to Reach Buyers Directly
Developing Your News Release Strategy Publishing News Releases through a Distribution Service Reaching Even More Interested Buyers with RSS Feeds Simultaneously Publishing Your News Releases to Your Web Site 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 18 - The Online Media Room: Your Front Door for Much More Than the Media
Your Online Media Room as (Free) Search Engine Optimization Best Practices for Online Media Rooms An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room
Chapter 19 - The New Rules for Reaching the Media
Nontargeted, Broadcast Pitches Are Spam The New Rules of Media Relations Blogs and Media Relations Launching Ideas with the U.S. Air Force How to Pitch the Media
Chapter 20 - 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 Search Engine Marketing in a Fragmented Business
Chapter 21 - Make It Happen
Getting the Help You Need (and Rejecting What You Don’t) Great for Any Organization Now It’s Your Turn
Acknowledgements Index About the Author Preview World Wide Rave Preview The New Rules of Social Media book series
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