‘Real-Time Marketing & PR’ presents a new imperative for engaging stakeholders

In his new book, “Real-Time Marketing & PR,” David Meerman Scott proves that good reporting never goes out of style. A student of interactive media long before most of us noticed it, Scott’s skills as a storyteller/journalist deliver a simple, but critical lesson:

Social media are tools. Real-time is a mindset.

That mindset, Scott tells us, requires fundamental changes in how PR and marketing people operate, and it requires an empowerment of employees that too many companies are reluctant to grant.

“Real-Time” presents carefully researched case studies coupled with strategic and tactical advice. It will help newcomers and veterans manage more effectively in the 24-7 digital world. It also reminds us of just how much information we must track, assess and act upon — right now.

At Kent State, “Real-Time” will be required reading in my PR Case Studies class, since real-time thinking has become so central to PR practice. Scott’s blog, Web Ink Now, has been a staple with our students for some time.

David Meerman Scott

Surprise! We all know that opportunities and threats from the digital world often arrive without warning. They can’t wait for discussion at monthly planning meetings. Hell, most times they can’t wait for you to finish lunch!

But with round-the-clock listening tools in place, these problems can usually be spotted early and dealt with before they explode. Got that smart phone under your pillow?

That’s the nature of our digital world — one in which our stakeholders are always connected and always engaged. It raises expectations among our customers, investors, and media. Still, a good many organizations haven’t adopted a real-time management approach.

We all know it’s critical to monitor online environments in real time, and all the time. But do we really grasp the importance of acting in real time? And what about our bosses and clients? Are they nimble enough to grasp the opportunities presented in real time?

Scott’s book provides a rationale to help you create real-time mindset in your own organization.  I’d say that’s worth $17.

Opening with a classic. Scott kicks off the book with the familiar case of musician David Carroll and his legendary video, “United Breaks Guitars.” Most of us saw this story as PR disaster for United Airlines. It was a classic failure to listen, to engage and to act.

But how closely did you track the marketing sidebars to United Break Guitars?

Did you know that just 12 hours after posting the video, Carroll was invited to partner with Calton, a manufacturer of high-end guitar cases? Did you know that within 2 weeks, Calton released the Dave Carroll Traveler’s Edition guitar case to all sorts of online hoopla — and sales?

Taylor Guitars also was quick to respond. President Bob Taylor posted a response to “United Breaks Guitars,” a video that includes travel tips for musicians who fly with expensive guitars. That video (now at 500,000 views) has endeared Taylor to its core market: professional musicians.

Real-time media relations. Chapter 3 explains how the real-time mindset impacts the news business and, in turn, PR professionals. The always-on news cycle forces PR pros to track journalists through their blogs, tweets and social-network posts. And while content may still be king in news, speed often trump accuracy and depth.

Just as stories can go viral instantly, so do errors and misconceptions. So PR pros must be vigilant, always tuned in to their real-time monitoring devices ready to correct and amplify the client’s story — now!

Scott lays out an approach for engaging media in real time via blogs, Twitter, Facebook, and even the media’s own websites.

Scott extends the PR lesson in Chapter 4,  reviewing cases and offering insight on real-time crisis management. Succeeding chapters discuss approaches to online listening and response, crowd sourcing, and marketing via GPS-enabled platforms like Four Square. There’s a little something for everyone here.

Not being a marketer myself, I learned the most from Chapter 7, “Real-Time Customer Connection.” Here, Scott explains how organizations are interacting with customers before, during, and after the sale — and he shows us how speed has become is THE critical factor. He insists that customers are less patient thanks to digital communication and have come to expect real-time engagement on websites and social networks.  He offers lots of case studies to spark your thinking.

No Kool-Aid. “Real-Time Marketing & PR” isn’t a work of social-media evangelism. Sure, Scott gets excited about the topic. But his approach is ROI-driven and shows how real-time mindset can help organizations serve their clients and engage their stakeholders — all with an eye toward growing the business.

I worry that Scott is too quick to dismiss the benefits of long-range planning and research. But he presents clear evidence that marketing or PR plan cannot work without a real-time mindset.

It’s not an option anymore. It’s an imperative.

So buy this book and read it. And hope that your competitors don’t do the same. It’s scheduled for release Nov. 1.

#      #      #

Notes:

I’m pleased to recognize David Meerman Scott as one of the few writers in the digital space to acknowledge the word “media” as a plural form. You da man, Dave.

I’ve attempted to trace the origin of the “No Kool-Aid” illustration. It’s everywhere on the Web, so I’m plugging it in here and exercising my right to “fair use.” Smack me if I’m out of line.

2 thoughts on “‘Real-Time Marketing & PR’ presents a new imperative for engaging stakeholders

  1. Bill — Thanks so much for this. I am honored that you took such a deep dive into the book and that you find it worthy of use in class.

    If anything, I am getting more and more excited about this topic. Those Chilean miners emerging from the hole a few weeks ago that we all saw on mainstream media? They were wearing Oakley sunglasses. Media exposure was estimated at a billion people for a feel-good story. Cost to Oakley? 33 pairs of sunglasses that retail for $180 each. It was the real-time mindset that drove this.

    While I am excited about the ideas of real-time, I do still recognize the value of planning. Hey, this book project has taken nearly two years!

    Thank you for noticing on media as plural. I see that error all the time. And I think of you each time I see it incorrectly.

    Thanks again Bill. Finished book coming your way this week.

    David

  2. I’m pleased to see (Canadian) Dave Carroll is in David Meerman Scott’s book. Of course as a result (but definitely due to his own online initiatives), his music career has taken off.

    As you probably don’t see the PSA ads (on TV) in the States, I’m pointing you to his website page about the “Story Behind the Song,” which is Dave Carroll’s ‘Everyday Heroes’ tribute, which honours the dedicated service all First Responders (fire, police and EMS) provide to our communities.

    http://www.davecarrollmusic.com/911song/story-behind-the-song/

Leave a Reply

Your email address will not be published. Required fields are marked *