XT…实时营销David Meerman Scott

REAL-TIMEMARKETING&PR! B e s t s e l l i n g a u t h o r o fT H E N E W R U L E S O F M A R K E T I N G & P RDAVID MEERMAN SCOTT E1FTOC08/27/2010Page 5 Contents Prologueix IRevolution Time 1 Dave’s Slingshot Goes Viral on Goliath7The Stories behind the Story: United Airlines, Taylor Guitars,and Calton Cases10Break a Taylor Guitar and You Break this Man’s Heart11A Teachable Moment12Case Study in Real-Time Product Development13United Comes Untied14Dave’s Big Win16Real-Time Engagement17 2Speed versus Sloth: Dispatches from the Front19 Google Finally Gets It21Caught on the News Cycle Hamster Wheel22Feeling an Invisible Presence in the Conference Hall23What Matters Now24Can You See the Pattern?26 3Laying Down Some Real-Time Law27 The New Laws on Speed28The Real-Time Power Law28The Real-Time Law of Normal Distribution30How WouldYouReact?32 4Real-Time Attitude33 Business as Usual33The Real-Time Mind-Set34No More Business as Usual35 It’s Not the Tools, It’s the Mind-Set behind Them37 5Too Big to Succeed?40 Boeing’s Radar Belatedly Spots Harry’s Plane41Thank You for Your Inquiry45Contact Us (Or Not)46Making Contact48How Fast Does theFortune100 Respond?49 6Engage the Media at Their Convenience51 Always On52The Revolution, Live on YouTube and Twitter52Get in Sync with the Real-Time News Cycle53The Old Media Relations Timeline54Amazon as Big Brother55Now: While News Is Happening57Multiple Takes, One Story58How They Make News in Real Time59Did You Hear the One about the Pornographic Robocall?59How to Engage the Media in Real Time61 7Crisis Communications and the Media71 Eurostar and Silence71Twitter as a Crisis Communications Tool73Real-Time Media Alerts74Connect with Journalists before You Need Them74Thrust into the News When You Least Expect It76When You Have Hot News77How to Deflate a Scandal78The Time Is Now79The Million-Dollar Door79 8What Are People Saying about YouThis Instant? Who the Hell Are These People?82Tracking Those You Know87Choosing to Respond (Or Not)88Listening in to Millions of Discussions in Real Time89A $250-Grand Tweet!90Turning around a Critic92When You Don’t Have an Immediate Answer93Social Web Analytics94A Selection of Social Web Analytics Services95How Even the Biggest Can Be Seamlessly Social98 9Tap the Crowd for Quick Action100 How to Title a Book or Name a Product101A Crowd for Any Purpose102Finding the Right Crowd104Massive Brainstorm106Crowdsourcing a Movie for Free106You Gotta Give to Get108 IIConnect with Your Market 111 10Real-Time Customer Connection113 Connecting with CustomersIsMarketing and PR114Why ShouldIHelpYou?116Interacting with Customers in Real Time118Friends Tweet Friends First119Embracing the Tweet120Let Followers Feel the Love on Twitter123How Can You Fight a Fire after the House Burns Down?124Meet Your Critics on Their Turf126Put the CEO to Work126It Can Happen toYou!127Respond Rapidly with Instant Web Sites129Multiple Communications Channels131Reaching Fans135 11Going Mobile, Real Time Is All the Time138 Tapping the World for Recommendations139Looking to Buy a House141Reaching Buyers via Mobile143 12They Want It Immediately145 I Want It Now146Real Time with the Grateful Dead147Real-Time Products for Your Marketplace150Hot Jobs in Real Time?151Book Publisher Goes Real Time withTruman Fires MacArthur153Real-Time Futures Trading Training Course154 IIIGrow Your Business Now 157 13Let Them Communicate . . .Now159Real-Time Communications Policy161How to Develop Real-Time Communications Guidelines171 Publishing Your Guidelines172Encouraging Communications173When One of the Flock Strays174Chief Real-Time Communications Officer175Let Employees Communicate Now177 14How Your Web Site Becomes a Real-Time Machine178 Respond Now, While Buyers Are Hot179Know When She’s Ready for You181Test It Out!183What’s the Other Guy Doing?183 15Make the Sale186 Real-Time, Data-Driven Marketing and Sales186Real-Time Technology188I Heard You Just Came into Some Wealth!190Make Your Sales Team Love You192Real-Time Sales Playbooks193They Know What I’m Doing!195 16Business at the Speed of Now197 The Mass-Media Aberration198Lutz and Me200Yes, We’re Listening!202TweetDeck in Motion203GM Learns to Show Its Human Face203Lutz Always Gets the Last Word204How Real-Time Communications Sells Cars205Starting Up in Real Time206Improvising under the Volcano209It’s about Focusing the Mind-Set on the Tools210 Appendix 213 Media Sources219Acknowledgments227About the Author229Have David Meerman Scott Speak at Your Next Event231Index233 Prologue Awareness of information as it happens, in real time, can give you anenormous competitive advantage—if you know how to use it. This was akey lesson I learned working on Wall Street in the go-go 1980s. It’s 1985, and I’m on the institutional trading floor of an investment bankin lower Manhattan. It’s nearly noon, time for lunch, and nothing hashappened all morning. But none of the bond traders leaves. They’re scaredthey might miss s