Real-Time Marketing and PR by Scott, David Meerman -- Read -- Imperial Library of Trantor

Index

Praise Also by David Meerman Scott Title Page Copyright Page Prologue I - Revolution Time

Chapter 1 - Grow Your Business Now

Dave’s Slingshot Goes Viral on Goliath The Stories behind the Story: United Airlines, Taylor Guitars, and Calton Cases Break a Taylor Guitar and You Break this Man’s Heart A Teachable Moment Case Study in Real-Time Product Development United Comes Untied Dave’s Big Win Real-Time Engagement

Chapter 2 - Speed versus Sloth Dispatches from the Front

Google Finally Gets It Caught on the News Cycle Hamster Wheel Feeling an Invisible Presence in the Conference Hall What Matters Now Can You See the Pattern?

Chapter 3 - Laying Down Some Real-Time Law

The New Laws on Speed The Real-Time Power Law The Real-Time Law of Normal Distribution How Would You React?

Chapter 4 - Real-Time Attitude

Business as Usual The Real-Time Mind-Set No More Business as Usual It’s Not the Tools, It’s the Mind-Set Behind Them

Chapter 5 - Too Big to Succeed?

Boeing’s Radar Belatedly Spots Harry’s Plane Thank You for Your Inquiry Contact Us (Or Not) Making Contact How Fast Does the Fortune 100 Respond?

Chapter 6 - Engage the Media at Their Convenience

Always On The Revolution, Live on YouTube and Twitter Get in Sync with the Real-Time News Cycle The Old Media Relations Timeline Amazon.com as Big Brother Now: While News Is Happening Multiple Takes, One Story How They Make News in Real Time Did You Hear the One about the Pornographic Robocall? How to Engage the Media in Real Time

Chapter 7 - Crisis Communications and the Media

Eurostar and Silence Twitter as a Crisis Communications Tool Real-Time Media Alerts Connect with Journalists before You Need Them Thrust into the News When You Least Expect It When You Have Hot News How to Deflate a Scandal The Time Is Now The Million-Dollar Door

Chapter 8 - What Are People Saying about You This Instant?

Who the Hell ARE These People? Tracking Those You Know Choosing to Respond (Or Not) Listening in to Millions of Discussions in Real Time A $250-Grand Tweet! Turning around a Critic When You Don’t Have an Immediate Answer Social Web Analytics A Selection of Social Web Analytics Services How Even the Biggest Can Be Seamlessly Social

Chapter 9 - Tap the Crowd for Quick Action

How to Title a Book or Name a Product A Crowd for Any Purpose Finding the Right Crowd Massive Brainstorm Crowdsourcing a Movie for Free You Gotta Give to Get

II - Connect with Your Market

Chapter 10 - Real-Time Customer Connection

Connecting with Customers Is Marketing and PR Why Should I Help You? Interacting with Customers in Real Time Friends Tweet Friends First Embracing the Tweet Let Followers Feel the Love on Twitter How Can You Fight a Fire after the House Burns Down? Meet Your Critics on Their Turf Put the CEO to Work It Can Happen to You! Respond Rapidly with Instant Web Sites Multiple Communications Channels Reaching Fans

Chapter 11 - Going Mobile, Real Time Is All the Time

Tapping the World for Recommendations Looking to Buy a House Reaching Buyers via Mobile

Chapter 12 - They Want It Immediately

I Want It Now Real Time with the Grateful Dead Real-Time Products for Your Marketplace Hot Jobs in Real Time? Book Publisher Goes Real Time with Truman Fires MacArthur Real-Time Futures Trading Training Course

III - Grow Your Business Now

Chapter 13 - Let Them Communicate . . . Now

Real-Time Communications Policy How to Develop Real-Time Communications Guidelines Publishing Your Guidelines Encouraging Communications When One of the Flock Strays Chief Real-Time Communications Officer Let Employees Communicate Now

Chapter 14 - How Your Web Site Becomes a Real-Time Machine

Respond Now, While Buyers Are Hot Know When She’s Ready for You Test It Out! What’s the Other Guy Doing?

Chapter 15 - Make the Sale

Real-Time, Data-Driven Marketing and Sales Real-Time Technology I Heard You Just Came into Some Wealth! Make Your Sales Team Love You Real-Time Sales Playbooks They Know What I’m Doing!

Chapter 16 - Business at the Speed of Now

The Mass-Media Aberration Lutz and Me Yes, We’re Listening! TweetDeck in Motown GM Learns to Show Its Human Face Lutz Always Gets the Last Word How Real-Time Communications Sells Cars Starting Up in Real Time Improvising under the Volcano It’s about Focusing the Mind-Set on the Tools

Appendix - 2010 Fortune 100 Real-Time Speed Analysis Media Sources Acknowledgments About the Author Have David Meerman Scott Speak at Your Next Event Index