Real-time marketing and PR: how to instantly engage your market, connect with customers, and create products that grow your business now

INDICE: Prologue. I Revolution Time. 1 Grow Your Business Now. Dave's Slingshot Goes Viral on Goliath. The Stories behind the Story: United Airlines, Taylor Guitars, and Calton Cases. Break a Taylor Guitar and You Break this Man's Heart. A Teachable Moment. Case Study in Real-Time Product Development. UnitedComes Untied. Dave's Big Win. Real-Time Engagement. 2 Speed versus Sloth: Dispatches from the Front. Google Finally Gets It. Caught on the News Cycle Hamster Wheel. Feeling an Invisible Presence in the Conference Hall. What Matters Now. Can You See the Pattern? 3 Laying Down Some Real-Time Law. The New Laws onSpeed. The Real-Time Power Law. The Real-Time Law of Normal Distribution. HowWould You React? 4 Real-Time Attitude. Business as Usual. The Real-Time Mind-Set. No More Business as Usual. It's Not the Tools, Its the Mind-Set Behind Them. 5 Too Big to Succeed? Boeing's Radar Belatedly Spots Harry's Plane. Thank You for Your Inquiry. Contact Us (Or Not). Making Contact. How Fast Does the Fortune 100 Respond? 6 Engage the Media at Their Convenience. Always On. The Revolution, Live on YouTube and Twitter. Get in Sync with the Real-Time News Cycle. The Old Media Relations Timeline. Amazon as Big Brother. Now: While News Is Happening. Multiple Takes, One Story. How They Make News in Real Time. Did You Hear the One about the Pornographic Robocall? How to Engage the Media in Real Time. 7 Crisis Communications and the Media. Eurostar and Silence. Twitter as a Crisis Communications Tool. Real-Time Media Alerts. Connect with Journalists before You Need Them. Thrust into the News When You Least Expect It. When You Have Hot News. How to Deflate a Scandal. The Time Is Now. The Million-Dollar Door. 8 What Are People Saying about You This Instant? Who the Hell Are These People? Tracking Those You Know. Choosing to Respond (Or Not). Listening into Millions of Discussions in Real Time. A $250-Grand Tweet! Turning around aCritic. When You Dont Have an Immediate Answer. Social Web Analytics. A Selection of Social Web Analytics Services. How Even the Biggest Can Be Seamlessly Social. 9 Tap the Crowd for Quick Action. How to Title a Book or Name a Product. A Crowd for Any Purpose. Finding the Right Crowd. Massive Brainstorm. Crowdsourcing a Movie for Free. You Gotta Give to Get. II Connect with Your Market.10 Real-Time Customer Connection. Connecting with Customers Is Marketing and PR. Why Should I Help You? Interacting with Customers in Real Time. Friends Tweet Friends First. Embracing the Tweet. Let Followers Feel the Love on Twitter. How Can You Fight a Fire after the House Burns Down? Meet Your Critics on Their Turf. Put the CEO to Work. It Can Happen to You! Respond Rapidly with Instant Web Sites. Multiple Communications Channels. Reaching Fans. 11 Going Mobile, Real Time Is All the Time.

• ISBN: 978-0-470-64595-6
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 244
• Fecha Publicación: 02/11/2010
• Nº Volúmenes: 1
• Idioma: Inglés