Real-Time Marketing and PR

Introduction to the Revised Edition xiii Prologue xv I Revolution Time 1 1 Grow Your Business Now 3 Dave's Slingshot Goes Viral on Goliath 6 The Stories Behind the Story: United Airlines, Taylor Guitars, and Calton Cases 9 Break a Taylor Guitar and You Break this Man's Heart 10 A Teachable Moment 12 Case Study in Real-Time Product Development 12 United Comes Untied 14 Dave's Big Win 15 Real-Time Engagement 16 2 Speed versus Sloth 19 Google Finally Gets It 21 Caught on the News Cycle Hamster Wheel 23 Feeling an Invisible Presence in the Conference Hall 23 What Matters Now 25 Can You See the Pattern? 27 3 Laying Down Some Real-Time Law 29 The New Laws on Speed 30 The Real-Time Power Law 30 The Real-Time Law of Normal Distribution 32 How Would You React? 34 4 Real-Time Attitude 35 Business as Usual 35 The Real-Time Mind-Set 36 No More Business as Usual 37 It's Not the Tools, It's the Mind-Set Behind Them 39 5 Too Big to Succeed? 43 Boeing's Radar Belatedly Spots Harry's Plane 44 Thank You for Your Inquiry 48 Contact Us (or Not) 49 Making Contact 51 How Fast Does the Fortune 100 Respond? 52 The ROI of Real-Time 54 6 Live from the Revolution 57 Always On 58 Get in Sync with the Real-Time News Cycle 59 The Old Media Relations Timeline 60 Amazon.com as Big Brother 61 Now: While News Is Happening 63 Multiple Takes, One Story 64 How They Make News in Real Time 65 Did You Hear the One about the Pornographic Robocall? 66 How to Engage the Media in Real Time 67 How You Can Own ''The Second Paragraph'' 77 7 Crisis Communications and the Media 79 Eurostar and Silence 79 Twitter as a Crisis Communications Tool 81 Real-Time Media Alerts 82 Connect with Journalists before You Need Them 82 Thrust into the News When You Least Expect It 85 When You Have Hot News 86 How to Deflate a Scandal 87 The Time Is Now 88 The Million-Dollar Door 88 8 What Are People Saying about You This Instant? 91 Who the Hell ARE These People? 91 The Importance of Being First 95 #AskObama 96 Tracking Those You Know 98 Choosing to Respond (or Not) 99 Listening in to Millions of Discussions in Real Time 100 A $250-Grand Tweet! 102 Turning around a Critic 103 When You Don't Have an Immediate Answer 104 Social Web Analytics 105 A Selection of Social Web Analytics Services 107 How Even the Biggest Can Be Seamlessly Social 109 9 Tap the Crowd for Quick Action 111 How to Title a Book or Name a Product 112 A Crowd for Any Purpose 113 Finding the Right Crowd 115 Massive Brainstorm 117 Crowdsourcing a Movie for Free 118 You Gotta Give to Get 119 II Connect with Your Market 121 10 Real-Time Customer Connection 123 Connecting with Customers Is Marketing and PR 124 Why Should I Help You? 126 Interacting with Customers in Real Time 128 Friends Tweet Friends First 129 Embracing the Tweet 130 Let Followers Feel the Love on Twitter 134 How Can You Fight a Fire after the House Burns Down? 135 Meet Your Critics on Their Turf 136 Put the CEO to Work 137 It Can Happen to You! 138 Rapid Response with Instant Websites 140 Multiple Communications Channels 142 Reaching Fans 148 11 Going Mobile, Real Time Is All the Time 151 Tapping the World for Recommendations 153 Looking to Buy a House 154 Reaching Buyers via Mobile 156 12 They Want It Immediately 159 I Want It Now 160 Real Time with the Grateful Dead 161 Real-Time Products for Your Marketplace 164 Hot Jobs in Real Time? 165 Book Publisher Goes Real Time with Truman Fires MacArthur 167 Real-Time Futures Trading Training Course 168 III Grow Your Business Now 171 13 Let Them Communicate . . . Now 173 Real-Time Communications Policy 175 How to Develop Real-Time Communications Guidelines 185 Publishing Your Guidelines 186 Encouraging Communications 186 My Nordstrom Guy Does Real-Time Right 187 When One of the Flock Strays 188 Chief Real-Time Communications Officer 189 Let Employees Communicate Now 191 14 How Your Website Becomes a Real-Time Machine 193 Respond Now, While Buyers Are Hot 194 Know When She's Ready for You 196 Test It Out! 198 What's the Other Guy Doing? 198 15 Make the Sale 201 Real-Time, Data-Driven Marketing and Sales 201 Real-Time Technology 203 I Heard You Just Came into Some Wealth! 205 Make Your Sales Team Love You 207 Real-Time Sales Playbooks 208 They Know What I'm Doing! 210 16 Business at the Speed of Now 213 The Mass-Media Aberration 214 Lutz and Me 216 Yes, We're Listening! 218 TweetDeck in Motown 219 GM Learns to Show Its Human Face 219 Lutz Always Gets the Last Word 220 How Real-Time Communications Sells Cars 221 Starting Up in Real Time 222 Improvising under the Volcano 225 It's About Focusing the Mind-Set on the Tools 227 Appendix: 2010 Fortune 100 Real-Time Speed Analysis 229 Media Sources 235 Acknowledgments 243 About the Author 244 Preview Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage 245 Have David Meerman Scott Speak at Your Next Event 247 Index 248