Real-time marketing and PR: how to instantly engage your market, connect with customers, and create products that grow your business now

Launch effective real-time communications to win in today's always-on world Gone 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 themarketplace. And it's when businesses see an opportunity and are the first toact 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, practicalsteps 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! INDICE: Praise for Real-Time Marketing the second paragraph 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 NeedThem Thrust into the News When You Least Expect It When You Have Hot News Howto 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? The importance of being first #AskObama 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 WebAnalytics 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 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 theLove 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! Rapid Response 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 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 My Nordstrom guy does real-time right 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! Chapter16 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 Appendix 2010 Fortune 100 Real-Time Speed Analysis Media Sources Part One Revolution Time Part Two Connect w

• ISBN: 978-1-118-15599-8
• Editorial: John Wiley & Sons
• Encuadernacion: Rústica
• Páginas: 288
• Fecha Publicación: 04/01/2012
• Nº Volúmenes: 1
• Idioma: Inglés