Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products That Grow Your Business Now Hardcover – 2 Nov 2010
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From the Inside Flap
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!
From the Back Cover
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 HealthcareSee all Product Description
Top Customer Reviews
Should every marketing and PR professional read this book? Yes; even those who consider themselves or are considered to be at the leading edge of this sort of thing. And I make that assertion simply on the basis that David peppers the book with many case studies and examples that will prove useful when attempting to convince the less savvy amongst your colleagues and clients of your point of view.
The book is structured in three parts. Part one sets the scene, spanning a wide number of topics from United Breaks Guitars to Google's entry into the real-time scene, from the shapes of meme diffusion (my words not David's... he's much more disciplined at avoiding jargon), to the transformation of media relations and social Web analytics. I got particularly excited reading about the latter because David quotes me. Cool.
David calls those shapes of meme diffusion "the real-time power law" and "the real-time law of normal distribution". And, being pedantic, this is the only part of the book I felt uncomfortable with, if only because my best exam result at university was in mathematics. I couldn't happily follow David's assertion that these probability density functions map onto the topic in question - but fortunately that won't really detract from the message for the vast majority of readers.
Part one rounds off with an interesting overview of crowdsourcing.
Part two consists of three chapters covering real-time conversation with customers, the rise of the mobile device as the dominant channel, and real-time delivery of products and services.Read more ›
Most Helpful Customer Reviews on Amazon.com (beta)
1. What is your business?
2. Who is your customer?
3. What does your customer consider value?
In "Real-Time Marketing & PR," bestselling author David Meerman Scott urges businesspeople to consider a fourth question:
"How can you deliver value faster?"
With changes brought on by the internet and other forms of technology, the concept of delivering value faster has become, for many, a governing competitive advantage.
In this new effort, Scott (who, in full disclosure, is a client and friend) tells the stories of people and organizations that have acted on real-time opportunities, or have built cultures based on delivering value at breakneck speed.
Scott writes, for instance, about how TMZ and Politico regularly scoop larger news sources, because TMZ and Politico operate on a model that focuses almost exclusively on "breaking news and instant analysis." He tells us, too, about how ClickSquared gets better open-rates and more upsells when the emails they send are triggered by what's happening to recipients in the moment. Also, in an in depth analysis of the "United Breaks Guitars" story, he discusses how Taylor Guitars and Calton Cases grabbed attention for their brands by taking prompt action on a piece of the whole.
If you've read other books by Scott, you know he provides readers with plenty of tactics. This book is no different. In it, you'll learn about using social media, crowdsourcing, videos, mobile devices, media alerts, communications guidelines, and other tools, which will speed up the way you collect and act upon information.
The book's greatest service, however, isn't in its tactics. Instead, it's in helping readers develop a "now" mindset - one that will help them take action in a situation as it's happening -- when acting matters most.
Once you read Scott's sage counsel and entertaining stories, you'll likely see your business environment in new ways. With speed as a lens, you'll spot opportunities and take action with a swiftness that may surprise you.
Getting there first. Creating a position. Responding before it's too late. Being proactive instead of reactive. Making your presence known. Getting noticed.
David Meerman Scott has a habit of being ahead of the market; being both an observer and a pioneer. He was one of the first to offer downloads of his upcoming books from his blog, while writing his book--and, then--creating a best-selling business describing the whole process. His provided a road map to New Rules of Marketing & PR that is as valid today as it ever was.
Then, having established a paradigm for using "free" to build demand for "paid," he reversed direction and co-authored a best seller, Marketing Lessons from the Grateful Dead, and kept it a secret until 2 days before publication, then, let his carefully-nurtured fans promote his book for him (providing the impetus for A-list media to join the bandwagon).
Now, we have the (perhaps inadvertent) availability of the Kindle version of David's latest book available almost a month before the print version! How appropriate.
As a frequent interviewer of David Meerman Scott, I was fortunate to see Real-Time in its early stages. I liked it then, and I like it even more, now that David's populated the ideas and advice with dozens of examples of real-time marketing at work (or, in some cases, real-time opportunities wastefully squandered).
David's strength is showing entrepreneurs, marketing professionals, and self-employed professionals what's going on in the real world, and how to put the trends to work.
The message described in Real-Time Marketing & PR is as relevant and up-to-date as today's Tweets, blogs, and viral YouTube videos, yet--because the case studies are about individuals facing and overcoming challenges--it's a highly-readable story.
Real-Time Marketing & PR is a great story to have on your Kindle when the plane takes off--or (more likely) while waiting for the plane to take off.
His main point is that we live in an "Always On" world. We encounter opportunities all day long as we meet people and interact via social media and as a result we need to be fleet-footed and flexible enough to seize those chances whenever they appear. Waiting to run ideas past the board is going to cost you dear in the "Always On" world.
As someone with a background in 24 hour news, this makes perfect sense. If a story drops on the newswires you need to check it, verify it and broadcast it as soon as possible, because if you don't, another channel will.
News did not always move this fast. There was a time when a journalist would be given one story to write first thing in the morning, and they'd have all day to write it. No more.
In his book "Real-time marketing and PR" David Meerman Scott exhorts us to both live and respond in the here and now. There's no point sitting around scratching your head about an opportunity that comes your way. You need to respond instantaneously and have the clearance and the confidence of your boss/clients to do that.
This means listening to conversations online to find out what is current and acting on it - engaging the media about what they are going to write, not what they have already written - and using your social media relationships to make the most of all opportunities.
In a world which is always on, can you afford not to be too?
David has an addictive writing style that's no fluff and is supported by facts and interviews with innovators in the online marketing space. In the book David provides great examples of both successes and failures from startups and major corporations who are tapping in and riding the real-time wave. No matter what size organization or position you are in, you will be able to bring forward ideas and tools from this book that will help your organization tune in and connect with your customer base. I promise your customers will thank you with comments, feedback, and their pocketbooks.
I was able to take what I learned from this book and create an action plan that I presented to my CEO and Board today, who are still figuring out that there is a thing called the internet;) It was well received and will be implemented over the next few weeks and I look forward to the results. Remember the longer you wait in line to be real-time, your walking a fine line to extinction. Definitely go pick up this book when it's released next month and make sure to pass it along to your colleagues. We need more organizations that understand that the market is changing and customers want transparency, input and a real person to answer back not a robot, ghost writer or lifeless auto triggered email.
As a side note David definitely practices what he preaches in regards to real-time response. Since this was an advanced copy, a few links in the book weren't working yet at as his research was being uploaded to his site. I sent him a tweet to let him know and he quickly responded within 10 minutes and promised that they would be up for the book's official release in November. I never would have expected to hear back so quickly from an author I value and like. Keep up the great work David.
Here's the "big idea" of this book: "Social media are tools. Real-time is a mindset."
David is introducing a critically important philosophy and strategic mindset at the perfect time. With social media now mainstream, it's easy to begin with the question, "Which social media platforms should I/we be using?" This is the wrong question. David argues that we should begin with our customers: where they are hanging out and talking online, and where they are getting the information they seek.
Real-Time Marketing & PR continues David's overall thesis that 1) old marketing was about advertising and publicity using traditional media and 2) new marketing is about directly engaging customers and stakeholders in real-time conversations using online and mobile tools.
By the end of this book, you will:
1. Know how to find, connect with and listen in on your target market online.
2. Understand the science behind how news breaks in an always-on, ever-connected world.
3. Be prepared for crisis communication opportunities.
4. Drive new and repeat business using the power of the web and mobile technologies.
I've read all of David's work and can attest to the fact that he practices what he preaches. Leave a comment on his blog or tweet him sometime and you'll see.
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