The New Rules of Marketing and PR. Scott David Meerman

path, with individuals wresting away power and control from institutions and traditional gatekeepers who control the flow of knowledge and maintain the silo walls. As communications professionals, we have little time to figure out what has changed, why it changed, and what we should be doing about it. If you don't start doing things differently and start right now, you may as well start looking for your next career path. In a world where disruption is commonplace and new ways of communicating and collaborating are invented every day, what does it take for a hardworking, ethical communications professional to be successful? David Meerman Scott's book, The New Rules of Marketing & PR, is an insightful look at how the game is changing as we play it and some of the key tactics you need to succeed in the knowledge economy.”

– Chris Heuer, Co-Founder, Social Media Club

      ALSO BY DAVID MEERMAN SCOTT

       The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business

       Marketing the Moon: The Selling of the Apollo Lunar Program (with Richard Jurek)

       Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now

       Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History (with Brian Halligan)

       Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage

       World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories

       Tuned In: Uncover the Extraordinary Opportunities that Lead to Business Breakthroughs (with Craig Stull and Phil Myers)

       Cashing in with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers

       Eyeball Wars: A Novel of Dot-Com Intrigue

The new Rules of Marketing & PR

How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

Sixth Edition

David Meerman Scott

      Cover design: Wiley

      Copyright © 2017 by David Meerman Scott. All rights reserved.

      Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

      Published simultaneously in Canada.

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       Library of Congress Cataloging-in-Publication Data:

      Names: Scott, David Meerman.

      Title: The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly / David Meerman Scott.

      Other titles: New rules of marketing and PR

      Description: Hoboken, New Jersey: John Wiley & Sons, Inc., [2017] | Earlier edition: 2015. | Includes index. |

      Identifiers: LCCN 2017019099 (print) | LCCN 2017027058 (ebook) |

      ISBN 9781119362470 (pdf) | ISBN 9781119362449 (epub) | ISBN 9781119362418 (pbk.)

      Subjects: LCSH: Internet marketing. | Internet in public relations.

      Classification: LCC HF5415.1265 (ebook) | LCC HF5415.1265 .S393 2017 (print) | DDC 658.8/72-dc23

      LC record available at https://lccn.loc.gov/2017019099

For the Scott women

My mother, Carolyn J. Scott;

my wife, Yukari Watanabe Scott;

and my daughter, Allison C.R. Scott

      FOREWORD

      You'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 Microsoft, building an audience of more than 4 million unique visitors a month.

      You're not supposed to be able to do what Stormhoek did. A winery in South Africa, it doubled sales in a year using the principles discussed here.

      Something has changed in the past 10 years. 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 percent 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 people talking about your business, now thousands and sometimes millions are either participating or listening in.

      What does this mean? Well, now there's a new medium to deal with. Your PR teams had better understand what drives this new medium (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 old 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 department, “Thanks, but no thanks.” Or even better, search Google for “Will it blend?” You'll find a Utah blender company that got 6 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.