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(More customer reviews)Peter Drucker, who Jack Welch called "the greatest management thinker of the last century," suggested that businesspeople have clear answers to the following three questions:
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.
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Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now (Wiley Desktop Editions)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 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 you're 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 you're an early adopter on a social media platform, you build a larger following than those who join later
If you're 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: What's Expected in the Corporate World Vs. Real-Time BusinessCorporate 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 it's 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 what's 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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