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David Meerman Scott - Real-Time Marketing and PR, Revised: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now (Wiley Desktop Editions)

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Wake up, its 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. Its a real-time world now, and if youre not engaged, then youre 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. Its when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And its 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 dont 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 Book: Benefits to People and Orgainizations that React in Real-Time When you start a conversation, you are recognized as someone who is plugged into the marketplace of ideas If you talk about an idea early, you naturally get more exposure because the threads of conversation stem from what you have said. If youre late you get lost in the cacophony With a new product, if you are first to market in a hot category, your initial momentum may give you a competitive advantage for many years If youre an early adopter on a social media platform, you build a larger following than those who join later If youre first to engage the market, people notice and your offering gains valuable attention If you react early and connect with customers as their concerns arise, they see you as thoughtful and caring From the Book: Whats Expected in the Corporate World Vs. Real-Time Business Corporate World: Wait, to make certain Work from checklists dictated by one-year and even five-year business plans Measure results quarterly Execute based on a long-term new product launch mentality Organize around multimonth marketing and communications campaigns Get permission from your supervisor Run decisions by your staff Bring in the experts, the agencies, and the lawyers Conduct extensive research Carefully evaluate all the alternatives Aim for perfection before public release Respond to customers on your timeframe Engage with media, analysts, and commentators only when its convenient and comfortable for you Real-Time Business: Act before the window of opportunity vanishes Revise plans as the market changes Measure results today Execute based on whats happening now Implement strategies and tactics based on breaking news Empower your people to act Move when the time is right Encourage people to make wise decisions quickly, alone if necessary Make swift inquiries, but be prepared to act Quickly evaluate the alternatives and choose a course of action Get it done and push it out, because it will never be perfect Respond to customers on their time frames Engage with the media at the moment they need your input

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Table of Contents Praise for Real-Time Marketing PR With his acute ear - photo 1
Table of Contents

Praise for Real-Time Marketing & PR
With his acute ear for the cash register and his journalists 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 & PR. Make money while your competitors sleep.
Brian Fetherstonhaugh
Chairman & CEO, OgilvyOne Worldwide

If you are not hooked (hook, line, and sinker) within 10 minutes of starting David Meerman Scotts 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 of MIT Media Laboratory

Right now, opportunities are passing you by as prospective customers and journalists search and chat online for solutions to their problems. Davids new book, Real-Time Marketing & 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 mind-set: How can you deliver value faster today? Entrepreneurs and intrapreneurs focused on growing their profits, customers, and influence now cant afford to wait to read this book.
Richard Jackson
Chairman & CEO, Jackson Healthcare

We all know that opportunities and threats from the digital world often arrive without warning. They cant wait for discussion at monthly planning meetings. Hell, most times they cant wait for you to finish lunch! David Meerman Scotts book provides a rationale to help you create real-time mind-set in your own organization.
Bill Sledzik, Associate Professor
School of Journalism & Mass Communication, Kent State University

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. Davids book offers the new road map to entrepreneurs, business leaders, and individuals. Its made a big impact on the way I approach our business and our customers; the insight Ive 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/Founder, ePrize
and author of Disciplined Dreaming:
A Proven System to Unleash Business Creativity
Also by David Meerman Scott
The New Rules of Marketing and PR (Second Edition): How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly

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

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
Prologue A wareness of information as it happens in real time can give you - photo 2
Prologue
A wareness of information as it happens, in real time, can give you an enormous competitive advantageif you know how to use it. This was a key lesson I learned working on Wall Street in the go-go 1980s.
Its 1985, and Im on the institutional trading floor of an investment bank in lower Manhattan. Its nearly noon, time for lunch, and nothing has happened all morning. But none of the bond traders leaves. Theyre scared they might miss something. The bank doesnt want them leaving either, so everyone gets pizza delivered to their desks.
Inhabiting a world of split-second decisions, bond traders earn big money making trades involving hundreds of millions of dollars. Its a daily battle that involves incredibly long periods of tedium punctuated by occasional short bursts of intense action.
Fortunes are made in seconds; reputations lost in a minute.
Nothing is happening now, though. All is quiet, and boredom reigns because no significant news has broken all morning.
Some traders desperately search their real-time news feeds from Dow Jones, Reuters, and the Associated Press for an angle, any angle, in the quiet market. Whats Ronald Reagan up to today? What about Margaret Thatcher? Any news from Paul Volcker, the Federal Reserve chairman? Any economic data due to be released this afternoon? Any large companies announcing quarterly earnings today?
As they pore through data and news, the traders are poised, ready to commit huge sums of money when the moment is right. They peer intently at the Bloomberg screens displaying bond prices the moment they change. Data from futures markets and stock exchanges update the instant a trade is made.
Speed on the trading floor is so crucial that traders are linked one to one with their counterparts at other institutions by direct, dedicated linesjust like the Kremlin and the White House.
At a nearby desk, I see a phone panel light up (no ringing on the trading floor), and a trader answers by jabbing the button with his middle finger. But when he sits back relaxed, his body language tells me hes simply swapping the latest off-color joke or talking football.
Suddenly, one of the senior traders yells, loud as he can: The Feds in!
For a split second, the room is completely silent as all listen.
When the senior trader then bellows Buying treasuries! its as if a bomb has hit. The entire room erupts in highly organized chaos. Pizza is tossed aside, and phones are grabbed in one fluid movement. Its time to earn those huge salaries.
In a heartbeat, everyone is on at least one phone, and many are on two or more, alerting customers in an instant: The Fed is in!
Within seconds, the screens light up in seas of green as bond prices rise steeply across the board. Before the same minute expires, financial newswires like Dow Jones and Reuters write and issue newsflashes that appear instantly on trading room screens from Albuquerque to Zagreb. Within just 60 seconds, everywhere knows and everyone is equal again. The competitive advantage disappears.
But within that minute the traders who got their orders placed a split-second faster had earned their daily bread. Being first with the news is valuable currency that earns them lucrative deals from their clients. Hearing it first and acting on it fast equals moneylots of moneyon Wall Street.
Since I first witnessed a Wall Street minute in 1985, trading technology has advanced light-years. But what I saw then was still new: Technology was transforming financial trading into a game where instant information informs split-second decisions worth millions of dollars.
Its impossible to overstate the impact of innovations in computing and telecommunications on the financial markets in the 1980s. Within a decade finance was transformed from a clubby, old-boys network to a 24-hour global trading system. With that revolutionary shift a new currency of success emerged: the ability to gather, interpret, and react to new information in fractions of a secondreal time.
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