Foreword / Robert Scoble -- Introduction -- The new rules -- Trying to write like a blog, but in a book -- Showcasing innovative marketers -- I. How the Web has changed the rules of marketing and pr -- 1. The old rules of marketing and pr are ineffective in an online world -- Advertising: a money pit of wasted resources -- One-way interruption marketing is yesterday's message -- The old rules of marketing -- Public relations used to be exclusively about the media -- Public relations and third-party ink -- Yes, the media are still important -- Press releases and the journalistic black hole -- The old rules of pr -- Learn to ignore the old rules -- 2. The new rules of marketing and pr -- The long tail of marketing -- Tell me something I don't know, please -- Bricks-and-mortar news -- Advice from the company president -- The long tail of pr -- The new rules of marketing and pr -- The convergence of marketing and pr on the Web -- 3. Reaching your buyers directly -- The right marketing in a wired world -- Let the world know about your expertise -- Develop information your buyers want to consume -- Buyer personas: the basics -- Think like a publisher -- Tell your organization's story directly -- Know the goals and let content drive action -- Content and thought leadership.

II. Web-based communications to reach buyers directly -- 4. Social media and your targeted audience -- What is social media, anyway? -- Social media is a cocktail party -- Facebook group drives 15,000 people to Singapore tattoo show -- The new rules of job search -- How David Murray found a new job via Twitter -- Insignificant backwaters or valuable places to connect? -- Your best customers participate in online forums: so should you -- Your space in the forums -- Wikis, listservs, and your audience -- Creating your own wiki -- 5. Blogs: tapping millions of evangelists to tell your story -- Blogs, blogging, and bloggers -- A blog (or not a blog) -- Understanding blogs in the world of the web -- The four uses of blogs for marketing and pr -- Monitor blogs: your organization's reputation depends on it -- Comment on blogs to get your viewpoint out there -- Work with the bloggers who talk about you -- Bloggers love interesting enterprises -- How to reach bloggers around the world -- Do you allow employees to send email? How about letting them blog? -- Breaking boundaries: blogging at McDonald's -- The power of blogs -- Get started today -- 6. Audio and video drive action -- Digging Digg video -- What university should I attend? -- The best job in the world -- Have fun with your videos -- Audio content delivery through podcasting -- Putting marketing back in musicians' control -- Podcasting: more than just music -- Grammar girl podcast -- 7. The new rules of news releases -- News releases in a web world -- The new rules of news releases -- If they find you, they will come -- Driving buyers into the sales process -- Reach your buyers directly -- 8. Going viral: the Web helps audiences catch the fever -- Minty-fresh explosive marketing -- Monitoring the blogosphere for viral eruptions -- Creating a world wide rave -- Rules of the rave -- Film producer creates a world wide rave by making soundtrack free for download -- Using Creative Commons to facilitate mashups and spread your ideas -- Viral buzz for fun and profit -- The Virgin Mary grilled cheese sandwich and Jerry Garcia's toilet -- Clip this coupon for $1 million off Fort Myers, Florida, home -- When you have explosive news, make it go viral -- 9. The content-rich website -- Political advocacy on the Web -- Content: the focus of successful websites -- Reaching a global marketplace -- Putting it all together with content -- Great websites: more art than science -- 10. Marketing and pr in real time -- Real-time marketing and pr -- Develop your real-time mind-set -- Real-time blog post drives $1 million in new business -- The time is now -- Crowdsourced support.

III. Action plan for harnessing the power of the new rules -- 11. You are what you publish: building your marketing and pr plan -- What are your organization's goals? -- Buyer personas and your organization -- The buyer person profile -- Reaching senior executives -- The importance of buyer personas in web marketing -- In your buyer's own words -- What do you want your buyers to believe? -- Developing content to reach buyers -- Marketing strategy planning template -- The new rules of measurement -- Asking your buyer for a date -- Measuring the power of free -- What you should measure -- Registration or not? Data from an e-book offer -- Educating your salespeople about the new sales cycle -- Obama for America -- Stick to your plan -- 12. Online thought leadership to brand your organization as a trusted resource -- Developing thought leadership content -- Forms of thought leadership content -- How to create thoughtful content -- Leveraging thought leaders outside of your organization -- How much money does your buyer make? -- 13. How to create for your buyers -- An analysis of gobbledygook -- Poor writing: how did we get here? -- Effective writing for marketing and pr -- The power of writing feedback (from your blog) -- 14. How web content influences the buying process -- Segmenting your buyers -- Elements of a buyer-centric website -- Using RSS to deliver your web content to targeted niches -- Link content directly into the sales cycle -- A friendly nudge -- Close the sale and continue the conversation -- An open-source marketing model -- 15. Mobile marketing: reaching buyers wherever they are -- Make your site mobile friendly -- Build your audience via mobile -- Geolocation: when your buyer is nearby -- The mobile media room -- An app for anything -- Cyber graffiti with WiFi network names as advertising -- 16. Social networking sites and marketing -- Television's Eugene Mirman is very nice and likes seafood -- Facebook: not just for students -- Check me out in MySpace -- Tweet your thoughts to the world -- Social networking and personal branding -- The Horse Twitterer -- Connecting with fans -- How Amanda Palmer made $11,000 on Twitter in two hours -- Which social networking site is right for you? -- You can't go to every party, so why even try? -- Optimizing social networking pages -- Integrate social media into an offline conference or event -- Start a movement -- Why participating in social media is like exercise.

17. Blogging to reach your buyers -- What should you blog about? -- Blogging ethics and employee blogging guidelines -- Blogging basics: what you need to know to get started -- Pimp out your blog -- Building an audience for your new blog -- Tag, and your buyer is it -- Fun with Sharpies (and Sharpie fans) -- Blogging outside of North America -- What are you waiting for? -- 18. Video and podcasting made, well, as easy as possible -- Video and your buyers -- Business-casual video -- Stop obsessing over video release forms -- A flip video camera in every pocket -- Getting started with video -- Video created for buyers generates sales leads -- Podcasting 101 -- 19. How to use news releases to reach buyers directly -- Developing your news release strategy -- Publishing news releases through a distribution service -- Reaching even more interested buyers with RSS feeds -- Simultaneously publishing your news releases to your website -- The importance of links in your news releases -- Focus on the keywords and phrases your buyers use -- Include appropriate social media tags -- If it's important enough to tell the media, tell your clients and prospects, too! -- 20. The online media room: your front door for much more than the media -- Your online media room as (free) search engine optimization -- Best practices for online media rooms -- An online media room to reach journalists, customers, bloggers, and employees -- Really simple marketing: the importance of RSS feeds in your online media room -- 21. The new rules for reaching the media -- Nontargeted, broadcast pitches are spam -- The new rules for media relations -- Blogs and media relations -- How blog mentions drive mainstream media stories -- Launching ideas with the U.S. Air Force -- How to pitch the media --22. Search engine marketing -- Making the first page on Google -- Search engine optimization -- The long tail of search -- Carve out your own search engine real estate -- Web landing pages to drive action -- Search engine marketing in a fragmented business -- 23. Make it happen -- Getting the help you need (and rejecting what you don't) -- Great for any organization -- Now it's your turn.