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Da
vi
d M
ee
rm
an
Sc
ot
tB
ests
ellin
g A
utho
r of T
he N
ew R
ules
of M
arke
ting
& PR
and
the
new
hit
book
s M
arke
ting
Less
ons f
rom
the
Gra
tefu
l Dea
d an
d R
eal-T
ime
Mar
ketin
g &
PR
How
Mark
eting
& P
R at
Spee
d Driv
es M
easu
rable
Succ
ess
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
2
Port
ions
of t
his
e-bo
ok a
ppea
r in
Rea
l-Tim
e M
arke
ting
& PR
: How
to In
stan
tly E
ngag
e Yo
ur M
arke
t,
Con
nect
with
Cus
tom
ers,
and
Cre
ate
Pro
duct
s tha
t Gro
w Y
our B
usin
ess N
ow b
y D
avid
Mee
rman
Sco
tt.
Use
d w
ith p
erm
issi
on. J
ohn
Wile
y &
Son
s, In
c., 2
011.
ISBN
-13:
978
-047
0645
956.
U.S
. $24
.95
©20
10 b
y D
avid
Mee
rman
Sco
tt
Plea
se fe
el fre
e to
post
this
e-bo
ok o
n yo
ur b
log
or em
ail i
t to
who
mev
er y
ou b
eliev
e wou
ld b
enefi
t fro
m re
adin
g it.
T
hank
you
.
Thi
s w
ork
is li
cens
ed u
nder
Cre
ativ
e C
omm
ons
Att
ribu
tion
Non
Com
mer
cial
-Sha
reA
like
3.0
Unp
orte
d Li
cens
e.
http
://cr
eativ
ecom
mon
s.or
g/lic
ense
s/by
-nc-
sa/3
.0/
E-bo
ok d
esig
n is
by
Dou
g Ey
mer
. Con
tact
Dou
g at
ww
w.e
ymer
.com
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
3
Gone
are t
he da
ys w
hen y
ou co
uld pl
an ou
t you
r m
arke
ting a
nd pu
blic r
elatio
ns pr
ogra
ms w
ell in
adva
nce
and r
eleas
e the
m on
your
tim
etable
. It’s
a rea
l-tim
e wor
ld
now,
and i
f you
’re no
t eng
aged
, then
you’r
e on y
our w
ay
to m
arke
tplac
e irre
levan
ce.
David
Mee
rman
Scott
’s bo
ok Th
e New
Rul
es of
Mar
ketin
g & P
R op
ened
peop
le’s e
yes t
o the
new
realiti
es
of ma
rketin
g and
publi
c rela
tions
on th
e Web
. Six
month
s on t
he B
usine
ssWe
ek be
stsell
er lis
t and
publi
shed
in
more
than t
wenty
lang
uage
s from
Bulg
arian
to Vi
etnam
ese,
New
Rules
is no
w a m
odern
busin
ess c
lassic
.In
this e
ye-o
penin
g foll
ow-u
p, Re
al-Tim
e Mar
ketin
g & P
R, D
avid
revea
ls the
prov
en, p
ractic
al ste
ps to
take
yo
ur bu
sines
s into
the r
eal-t
ime e
ra. Sc
ale an
d med
ia bu
ying p
ower
are no
long
er a d
ecisi
ve ad
vanta
ge. W
hat
coun
ts tod
ay is
spee
d and
agilit
y.
“With
his
acu
te e
ar fo
r the
cas
h re
gist
er a
nd h
is jo
urna
list’s
sen
se o
f urg
ency
, no
one
unde
rsta
nds
the
valu
e of
tim
e be
tter t
han
Dav
id M
eerm
an S
cott
. He
teac
hes
mar
kete
rs a
nd C
-leve
l exe
cs h
ow to
use
tim
e an
d ur
genc
y to
gai
n hu
ge c
ompe
titiv
e ad
vant
age.
Rea
d ‘R
eal-T
ime
Mar
ketin
g an
d PR
’. M
ake
mon
ey w
hile
you
r co
mpe
titor
s sl
eep.
”
– Br
ian Fe
ther
stonh
augh
, Cha
irm
an &
CEO
, Ogi
lvyO
ne W
orld
wid
e
“If y
ou a
re n
ot h
ooke
d (h
ook,
line
and
sin
ker)
with
in 10
min
utes
of s
tart
ing
Dav
id M
eerm
an S
cott
’s w
onde
rful
ne
w b
ook;
wel
l, I f
ear f
or y
ou. B
eaut
ifully
wri
tten,
cas
es th
at re
ach
out f
rom
the
page
and
gra
b yo
u an
d sh
ake
you—
and
prac
tical
adv
ice
that
any
one,
any
whe
re c
an u
se in
a fl
ash
to m
ake
hay.
I si
mpl
y lo
ved
this
boo
k,
and
doub
led
my
know
ledg
e al
ong
the
way
.”
– To
m P
eter
s, au
thor
of T
he L
ittle
Big
Thi
ngs
Lear
n Mor
e
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
4
Tabl
e of C
onte
nts
Wake
Up,
It’s Re
volut
ion Ti
me!
5Th
e ROI
of re
al-tim
e eng
agem
ent
6Re
al-Tim
e Mark
eting
& PR
7
Too B
ig to
Succ
eed?
9
Boein
g’s Ra
dar B
elated
ly Sp
ots H
arry’s
Plan
e 12
Build
a Te
am
13Mo
nitor
What’
s Bein
g Said
14
Deve
lop G
uideli
nes a
nd Tr
ain St
aff
15En
gage
with
the M
arket
16Th
ank Y
ou fo
r You
r Inqu
iry
17Co
ntact
Us (O
r Not)
18
Makin
g Con
tact
20Ho
w Fa
st Do
es th
e Fort
une 1
00 Re
spon
d?
22Ge
nerat
ing a
Posit
ive Re
turn
24Ap
pend
ix 25
Ab
out t
he au
thor
26
Book
s by D
avid
Meerm
an Sc
ott
27
More
free e
-boo
ks by
Dav
id Me
erman
Scott
28
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
5
Wake
Up,
It’s R
evolu
tion T
ime!
In a
wor
ld w
here
spe
ed a
nd a
gilit
y ar
e no
w e
ssen
tial t
o su
cces
s, m
ost o
rgan
izat
ions
stil
l ope
rate
slo
wly
an
d de
liber
atel
y, ce
men
ting
each
ste
p m
onth
s in
adv
ance
, res
pond
ing
to n
ew d
evel
opm
ents
with
car
eful
bu
t tim
e-co
nsum
ing
proc
esse
s.
The I
nter
net h
as fu
ndam
enta
lly
chan
ged t
he pa
ce of
busin
ess,
com
pres
sing t
ime a
nd re
ward
ing sp
eed.
Your
acc
usto
med
met
hods
and
pro
cess
es m
ay b
e al
read
y fa
tally
out
of s
ync
with
the
wor
ld a
roun
d yo
u.
The
nar
rativ
e of
you
r bus
ines
s no
w u
nfol
ds, m
inut
e-by
-min
ute,
in re
al ti
me.
And
it’s
no lo
nger
gui
ded
by
the
mas
s m
edia
you
r ad
budg
et c
an b
uy.
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
6
The R
OI of
real-
time e
ngag
emen
t
Thi
s eb
ook
is a
bout
real
-tim
e bu
sine
ss. A
nd it
is a
bout
suc
cess
. In
thes
e pa
ges,
you
will
read
abo
ut h
ow
peop
le in
the
100
larg
est c
ompa
nies
in A
mer
ica
enga
ge in
real
-tim
e (o
r not
).
I nam
e nam
es.
You
will
dis
cove
r the
iden
titie
s of
the
28 c
ompa
nies
that
eng
age
in re
al-ti
me.
And
thos
e th
at d
o no
t.
(Fee
l fre
e to
jum
p to
the
appe
ndix
.)
Real-
time c
ompa
nies a
re m
ore s
ucce
ssful
.A
com
pari
son
of 2
010
stoc
k pr
ices
reve
als
that
on
aver
age
the
publ
icly
trad
ed F
ortu
ne 10
0 co
mpa
nies
th
at e
ngag
e in
real
-tim
e co
mm
unic
atio
ns b
eat t
he S
&P
500
stoc
k in
dex
whi
le th
e ot
hers
, on
aver
age,
und
er-
perf
orm
ed th
e in
dex.
Dur
ing
the
peri
od I
mea
sure
d –
clos
ing
pric
e on
Dec
embe
r 31,
2009
thro
ugh
clos
ing
pric
e on
Sep
tem
ber 3
, 201
0 (w
hen
my
book
Rea
l-Tim
e M
arke
ting
& PR
wen
t to
prin
t) –
the
stoc
k pr
ices
of
67%
of c
ompa
nies
that
ope
rate
in re
al-ti
me
wer
e up
whi
le o
nly
42%
of t
hose
that
do
not w
ere
up 2
010
ye
ar-to
-dat
e.
Re
ad
on
fo
r t
he
de
ta
ils
o
f m
y r
es
ea
rc
h a
nd
wh
y
it i
s i
mp
or
ta
nt
.
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
7
Real-
Time M
arke
ting &
PR
Rea
l-tim
e m
eans
new
s br
eaks
ove
r min
utes
, not
day
s. It
mea
ns id
eas
perc
olat
e, th
en s
udde
nly
and
unpr
e-di
ctab
ly g
o vi
ral t
o a
glob
al a
udie
nce.
It’s
whe
n co
mpa
nies
dev
elop
(or r
efine
) pro
duct
s or
ser
vice
s in
stan
tly,
base
d on
feed
back
from
cus
tom
ers
or e
vent
s in
the
mar
ketp
lace
. And
it’s
whe
n bu
sine
sses
see
an
oppo
rtun
ity
and
are
the
first
to a
ct o
n it.
My
first
job
was
on
a W
all S
tree
t tra
ding
des
k in
the
1980
s. I
witn
esse
d re
al-ti
me
tech
nolo
gy tr
ansf
orm
ing
finan
cial
trad
ing
into
a g
ame
whe
re in
stan
t inf
orm
atio
n in
form
s sp
lit-s
econ
d de
cisi
ons
wor
th m
illio
ns
of d
olla
rs.
Trad
ers
desp
erat
ely
sear
ch th
eir r
eal-t
ime
new
s fe
eds
and
anal
ysis
tool
s fo
r an
angl
e, a
ny a
ngle
. Wha
t’s th
e Pr
esid
ent u
p to
toda
y? A
ny n
ews
from
the
Fede
ral R
eser
ve c
hair
man
? A
ny e
cono
mic
dat
a du
e to
be
rele
ased
th
is a
fter
noon
? A
ny la
rge
com
pani
es a
nnou
ncin
g qu
arte
rly e
arni
ngs
toda
y? A
s th
ey p
ore
thro
ugh
data
and
ne
ws,
the
trad
ers
are
pois
ed, r
eady
to c
omm
it hu
ge s
ums
of m
oney
whe
n th
e m
omen
t is
righ
t.
It ha
s tak
en a
quar
ter ce
ntur
y.
But in
mar
ketin
g and
publi
c rela
tions
the i
mpac
t of t
he re
al-tim
e rev
olutio
n is
finall
y beg
inning
to be
felt
in all
indu
stries
. Is
ther
e an
ythi
ng m
ore
impe
rson
al o
r unf
rien
dly
than
, “Pl
ease
cho
ose
from
the
follo
win
g ei
ght o
ptio
ns,”
follo
wed
by
10 m
inut
es o
f hol
d m
usic
? Sa
dly,
an a
utom
ated
tele
phon
e at
tend
ant,
plus
may
be a
n em
ail f
orm
on
the
Web
site
, is
all t
hat c
onne
cts
mos
t com
pani
es to
thei
r cus
tom
ers.
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
8
In fa
ct, t
oday
any
com
pany
can
do
bette
r—an
d gr
ow th
e bu
sine
ss (a
nd s
tock
pri
ce) b
y do
ing
it.
We
can
reac
t ins
tant
ly to
wha
t’s h
appe
ning
in th
e ne
ws,
just
like
a b
ond
trad
er. W
e ca
n en
gage
mem
bers
of
the
med
ia o
n th
eir t
imet
able
, pre
cise
ly w
hen
they
are
wri
ting
a st
ory.
But
we’
ve g
ot to
dev
elop
a b
usin
ess
cultu
re th
at e
ncou
rage
s sp
eed
over
slo
th. T
he M
BA
-sty
le a
ppro
ach
of w
orki
ng o
ff s
prea
dshe
ets
that
pre
dict
w
hat t
o do
mon
ths
into
the
futu
re a
re n
o he
lp w
hen
new
s is
bre
akin
g in
you
r ind
ustr
y to
day.
As fin
ancia
l mar
ket p
layer
s kno
w, ad
vant
age c
omes
from
reac
ting t
o new
s fir
st. Th
e sam
e thin
g is t
rue f
or al
l com
panie
s. Wh
en yo
u star
t the c
onve
rsati
on,
you a
re re
cogn
ized a
s som
eone
who
is pl
ugge
d into
the m
arke
tplac
e of id
eas.
If yo
u talk
abou
t an i
dea e
arly,
you n
atur
ally g
et mo
re ex
posu
re be
caus
e the
th
read
s of c
onve
rsat
ion st
em fr
om w
hat y
ou ha
ve sa
id. If
you’r
e in l
ate y
ou ge
t los
t in th
e cac
opho
ny.
With
a n
ew p
rodu
ct, i
f you
get
firs
t to
mar
ket i
n a
hot c
ateg
ory,
your
initi
al m
omen
tum
may
giv
e yo
u an
ad
vant
age
for m
any
year
s. If
you
’re a
n ea
rly a
dopt
er o
n a
soci
al m
edia
pla
tform
, you
bui
ld a
larg
er fo
llow
ing
than
thos
e w
ho jo
in la
ter.
If y
ou’re
firs
t to
enga
ge th
e m
arke
t, pe
ople
not
ice
and
your
off
erin
g ga
ins
valu
able
at
tent
ion.
If y
ou re
act e
arly
and
con
nect
with
cus
tom
ers
as th
eir c
once
rns
aris
e, th
ey s
ee y
ou a
s th
ough
tful
an
d ca
ring
.
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
9
In th
e em
ergi
ng re
al-ti
me
busi
ness
env
iron
men
t, w
here
pub
lic d
isco
urse
is n
o lo
nger
dic
tate
d by
the
mas
s m
edia
, siz
e is
no
long
er a
dec
isiv
e ad
vant
age.
Spe
ed a
nd a
gilit
y w
in.
Are
som
e co
mpa
nies
too
big
to fa
il? T
hat’s
bee
n a
hot q
uest
ion
in re
cent
yea
rs. B
ut w
hen
talk
ing
abou
t the
re
volu
tion
in re
al ti
me,
we
need
to tu
rn th
is q
uest
ion
arou
nd: A
re s
ome
com
pani
es to
o bi
g to
suc
ceed
? W
ith
epoc
hal c
hang
es u
nder
way
, are
the
larg
est e
nter
pris
es, l
ike
dino
saur
s, to
o un
wie
ldy
to e
volv
e? It
’s a
scar
y qu
estio
n th
at n
eeds
to b
e as
ked.
Few
com
panie
s ope
rate
effec
tively
in th
e pre
sent
Too B
ig to
Succ
eed?
In a
larg
e be
ast i
s it
poss
ible
for n
ew in
form
atio
n to
trav
el fa
st e
noug
h fr
om ta
il to
sku
ll an
d ba
ck a
gain
? W
ill th
e re
spon
se b
e in
evita
bly
robo
tic?
Is th
ere
any
evid
ence
that
the
maj
ors
are
inde
ed e
volv
ing?
Aft
er
thes
e qu
estio
ns s
park
ed h
eate
d di
scus
sion
am
ong
my
frie
nds
I tho
ught
I’d
bette
r do
som
e qu
ick
diag
nos-
tics.
But
how
cou
ld I
do th
at?
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
10
Afte
r mul
ling
this
ove
r, it
occu
rred
to m
e th
at th
e to
p 10
0 U
.S. c
ompa
nies
was
as
good
a fo
cus
grou
p as
any
. So
I us
ed th
e Fo
rtun
e 50
0, th
e an
nual
list
from
For
tune
mag
azin
e th
at ra
nks
by g
ross
reve
nue
Am
eric
a’s to
p 50
0 pu
blic
cor
pora
tions
.
I sen
t an
inqu
iry
via
e-m
ail t
o th
e m
edia
-rela
tions
dep
artm
ent o
f eac
h of
the
top
100
com
pani
es o
n th
e lis
t. I a
sked
eac
h co
mpa
ny to
tell
me
how
it h
ad a
dapt
ed to
the
new
real
ities
of t
he re
al-ti
me
Web
. Her
e’s
wha
t I
aske
d: � Hello
,I w
ould
be gr
ateful
if yo
u wou
ld ple
ase f
orward
this
inquir
y on t
o the
mos
t app
ropria
te pe
rson
for re
spon
se.
I am
resea
rching
a sto
ry tha
t will
appe
ar fir
st on
my b
log. I
am lik
ely to
also
publi
sh w
hat I
learn
in
an ar
ticle
unde
r my b
yline
in th
e Huf
fingto
n Pos
t and
in a
book
I am
curre
ntly w
riting
due o
ut in
No
vemb
er 20
10.
I am
reach
ing ou
t to ot
her c
ompa
nies a
s well
.QU
ESTIO
N: In
the l
ast y
ear o
r two
, has
the s
truct
ure o
f you
r cor
pora
te co
mm
unica
tions
te
am a
nd/o
r com
mun
icatio
ns p
roce
sses
chan
ged
to em
brac
e the
real
-tim
e dig
ital e
ra?
If so
, how
?A s
enten
ce to
a pa
ragrap
h is fi
ne as
a res
pons
e. Ma
ny th
anks
, Da
vid
Real-
Time:
How
Mark
etin
g & P
R at
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d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
11
I inc
lude
d m
y e-
mai
l sig
natu
re w
ith a
link
to m
y si
te, b
log,
and
Tw
itter
ID in
cas
e pe
ople
wan
ted
to fi
nd o
ut
mor
e ab
out m
e ri
ght a
way
.
I hea
rd ba
ck fr
om ju
st 28
of
the F
ortu
ne 10
0 com
panie
s. In
itse
lf, th
at to
p-lin
e re
sult
is n
ot e
ncou
ragi
ng e
vide
nce
that
the
light
s ar
e on
in c
orpo
rate
Am
eric
a. E
ven
mor
e di
scou
ragi
ng w
as th
e to
ne-d
eaf r
espo
nse
from
man
y w
ho d
id re
ply.
On
the
othe
r han
d, it
was
ver
y
enco
urag
ing
to fi
nd th
at a
few
com
pani
es a
re a
lrea
dy v
ery
muc
h on
the
ball.
Tha
t lea
ds m
e to
hop
e th
e
othe
rs w
ill b
e ab
le to
cat
ch u
p on
ce th
ey fo
cus
on th
e ri
ght q
uest
ions
.
Her
e ar
e so
me
high
light
s fr
om w
hat I
lear
ned.
I’ll
star
t with
a s
tory
from
an
aero
spac
e co
mpa
ny, t
o w
hose
pr
oduc
ts I
entr
ust m
y lif
e se
vera
l tim
es a
mon
th. B
elie
ve m
e: I
was
relie
ved
to fi
nd th
ese
guys
are
aw
ake
in
the
cock
pit.
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
12
Boein
g’s R
adar
Bela
tedly
Spot
s Har
ry’s
Plan
eH
arry
Win
sor,
an e
ight
-yea
r-old
from
Bou
lder
, Col
orad
o, lo
ves
airp
lane
s so
muc
h th
at h
e’s
draw
n hu
ndre
ds
of th
em. S
o he
sen
t one
of h
is fa
vori
tes,
rend
ered
in c
rayo
n, to
Boe
ing.
Imag
ine
his
disa
ppoi
ntm
ent w
hen
Boe
ing
resp
onde
d w
ith a
col
d fo
rm le
tter s
tatin
g th
at th
ey d
o no
t acc
ept u
nsol
icite
d id
eas.
Tha
t pro
mpt
ed H
arry
’s fa
ther
John
to w
rite
a b
log
post
title
d, “
Is Y
our C
usto
mer
Ser
vice
Rea
dy fo
r the
N
ew W
orld
of O
penn
ess?
” H
e at
tach
ed H
arry
’s dr
awin
g an
d B
oein
g’s
form
lette
r, an
d in
vite
d hi
s re
ader
s to
co
mm
ent.
To g
et th
e w
ord
out,
he tw
eete
d a
link
to th
e po
st.
If th
is s
tory
was
abo
ut m
ost o
ther
larg
e or
gani
zatio
ns, i
t wou
ld e
nd th
ere.
You
wou
ld h
ave
a di
sapp
oint
ed
kid,
a fa
ther
read
y to
str
angl
e th
e co
rpor
ate
dron
e w
ho s
ent t
he le
tter,
and
a bu
nch
of p
eopl
e w
ho re
ad a
bout
it
onlin
e sh
akin
g th
eir h
eads
at t
he m
ega-
corp
orat
e fo
lly.
But
whe
n To
dd B
lech
er, c
omm
unic
atio
ns d
irec
tor a
t Boe
ing,
saw
the
twee
t he
resp
onde
d im
med
iate
ly to
H
arry
’s da
d an
d hi
s fo
llow
ers
(usi
ng th
e Tw
itter
ID @
Boe
ingC
orpo
rate
). T
he le
tter M
r. W
inso
r pos
ted
is, a
s he
said
, a re
quire
d re
spon
se. F
or k
ids,
we
can
do b
ette
r. W
e’ll
wor
k on
it, B
lech
er tw
eete
d.
Wor
k on
it B
lech
er d
id. H
e ca
lled
Har
ry a
nd s
poke
to h
im a
bout
the
draw
ing.
And
he
insi
sted
on
the
need
fo
r a b
ette
r way
for B
oein
g to
han
dle
lette
rs fr
om c
hild
ren.
Aft
er B
lech
er’s
quic
k re
spon
se, t
here
was
an
im-
med
iate
and
pos
itive
reac
tion
from
peo
ple
who
had
follo
wed
the
saga
onl
ine.
“We’
re fo
cuse
d on
eng
agin
g in
the
digi
tal s
pace
and
tryi
ng to
put
a h
uman
face
on
the
com
pany
,” B
lech
er
told
me.
Boe
ing
empl
oys
a te
am o
f com
mun
icat
ors
who
mon
itor t
he re
al-ti
me
Web
and
are
em
pow
ered
to
resp
ond
quic
kly.
“W
e’ve
had
a m
ind-
set s
hift
. Lea
ders
hip
has
unde
rsto
od th
at w
e ne
ed to
go
all-i
n an
d be
re
spon
sive
.”
Boe
ing,
as
I dis
cove
red,
is o
ne o
f few
For
tune
100
com
pani
es p
roac
tivel
y ad
aptin
g to
the
real
-tim
e ch
alle
nge.
Le
t’s lo
ok a
t som
e of
the
othe
r res
pons
es (a
nd n
onre
spon
ses)
to m
y in
quir
y.
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
13
Build
a Te
am“O
ur s
truc
ture
s an
d pr
oces
ses
arou
nd p
ublic
rela
tions
, mar
ketin
g, a
nd c
usto
mer
ser
vice
evo
lved
as
a re
sult
of th
e re
al-ti
me
digi
tal e
ra,”
Joe
Stru
pek
told
me.
Str
upek
is th
e as
sist
ant v
ice
pres
iden
t for
pub
lic a
ffai
rs a
t St
ate
Farm
Insu
ranc
e. “
We
built
a c
ross
-dep
artm
enta
l tea
m to
dev
elop
and
impl
emen
t a s
trat
egy,
alig
ned
dedi
cate
d re
sour
ces
to m
onito
ring
and
join
ing
in c
onve
rsat
ions
, and
all
our c
omm
unic
atio
ns—
inte
rnal
and
ex
tern
al—
take
real
-tim
e di
gita
l int
o co
nsid
erat
ion.
But
mor
e im
port
antly
, it c
hang
ed o
ur w
ay o
f thi
nkin
g.
Rea
l-tim
e di
gita
l cre
ated
a h
eigh
tene
d se
nse
of a
war
enes
s ar
ound
the
influ
ence
con
sum
ers
have
and
hel
ped
us fo
cus
on th
e be
nefit
s of
com
mun
icat
ing
dire
ctly
with
the
publ
ic, t
o sh
are
idea
s so
we
can
bette
r mee
t th
eir n
eeds
.”
Coc
a-C
ola
sees
the
glob
al c
omm
unic
atio
ns la
ndsc
ape
chan
ging
dra
mat
ical
ly. “
The
re h
as b
een
a co
nver
genc
e an
d bl
urri
ng o
f lin
es b
etw
een
trad
ition
al ‘c
omm
unic
atio
ns’ a
nd ‘m
arke
ting,
’” sa
ys P
etro
Kac
ur, s
enio
r man
ager
, m
arke
ting
com
mun
icat
ions
at t
he C
oca-
Col
a C
ompa
ny. “
Thi
s ha
s ch
ange
d ou
r vie
w o
f the
com
mun
icat
ions
fu
nctio
n an
d ho
w w
e en
gage
with
our
con
sum
ers.
We
are
mov
ing
from
a m
onol
ogue
to a
dia
logu
e. In
rec-
ogni
tion
of th
ese
grow
ing
tren
ds a
nd th
eir i
mpa
ct o
n ou
r com
pany
’s re
puta
tion,
in M
arch
200
9 w
e fo
rmed
an
offi
ce o
f dig
ital c
omm
unic
atio
ns a
nd s
ocia
l med
ia. [
Thi
s of
fice]
will
hel
p us
bec
ome
even
mor
e co
mfo
rtab
le
and
effe
ctiv
e in
thes
e ne
w s
pace
s.”
At C
hevr
on, a
s at
oth
er F
ortu
ne 10
0 co
mpa
nies
incl
udin
g In
tel a
nd F
ord
Mot
or, a
n in
divi
dual
has
bee
n ch
arge
d w
ith le
ader
ship
in th
is n
ew a
rea.
Just
in H
iggs
, med
ia a
dvis
or fo
r pol
icy,
gove
rnm
ent,
and
publ
ic
affa
irs
at C
hevr
on C
orpo
ratio
n ha
s be
en in
his
role
for t
wo
year
s.
Real-
Time:
How
Mark
etin
g & P
R at
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d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
14
Monit
or W
hat’s
Bein
g Said
Com
pani
es th
at a
re a
dapt
ing
to th
e re
al-ti
me
Web
act
ivel
y m
onito
r wha
t’s b
eing
sai
d ab
out t
hem
usi
ng s
ocia
l W
eb a
naly
tics.
Ver
izon
Com
mun
icat
ion’
s ap
proa
ch is
typi
cal:
“Ove
r the
last
two
year
s, w
e ha
ve d
ram
atic
ally
st
eppe
d up
our
invo
lvem
ent i
n so
cial
and
onl
ine
med
ia, r
ecog
nizi
ng th
at th
e m
edia
land
scap
e ha
s sh
ifted
ex
pone
ntia
lly,”
Pete
r Tho
nis,
chi
ef c
omm
unic
atio
ns o
ffice
r at V
eriz
on C
omm
unic
atio
ns to
ld m
e. “
We’
ve
reor
gani
zed
to m
onito
r thi
s on
line
wor
ld a
nd to
be
able
to re
spon
d qu
ickl
y, as
wel
l as
to e
ngag
e pr
oact
ivel
y w
hen
we
wan
t to
tell
our s
tory
or a
nnou
nce
new
pro
duct
s. T
oday
, we
have
mul
tiple
com
mun
icat
ions
pro
fes-
sion
als
who
wor
k th
e di
gita
l med
ia fu
ll-tim
e, a
nd e
very
mem
ber o
f our
team
is in
volv
ed a
t som
e le
vel.”
Wel
ls F
argo
was
the
first
maj
or b
ank
to h
ave
a bl
og a
nd d
edic
ated
soc
ial m
edia
team
, sta
rtin
g in
200
6.
“We
wan
t to
be w
here
our
cus
tom
ers
are,”
say
s Ed
Ter
peni
ng, V
P an
d m
anag
er o
f soc
ial m
edia
at W
ells
Far
go.
“A g
ood
exam
ple
of th
is is
our
Tw
itter
han
dle,
@A
sk_W
ells
Farg
o. W
e ar
e ab
le to
find
opp
ortu
nitie
s to
off
er
help
to c
usto
mer
s th
at n
eed
it an
d th
ank
cust
omer
s fo
r the
ir b
usin
ess
by li
sten
ing
to th
e Tw
itter
sphe
re fo
r m
entio
ns o
f Wel
ls F
argo
. Too
ls li
ke T
witt
er p
rovi
de u
s re
al-ti
me
insi
ght i
nto
cons
umer
sen
timen
t and
new
s re
late
d to
our
bus
ines
ses.”
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
15
Deve
lop G
uideli
nes a
nd Tr
ain St
aff
IBM
has
bee
n a
lead
er in
set
ting
guid
elin
es th
at e
ncou
rage
em
ploy
ees
to c
omm
unic
ate
in re
al ti
me.
B
ut s
ever
al o
f the
For
tune
100
com
pani
es I
spok
e w
ith h
ave
deve
lope
d si
mila
r gui
delin
es a
nd tr
aini
ng
prog
ram
s fo
r sta
ff. P
rude
ntia
l Fin
ance
is a
goo
d ex
ampl
e.
“We
crea
ted,
and
man
agem
ent a
dopt
ed, a
soc
ial m
edia
pol
icy
for e
mpl
oyee
s th
at w
as d
esig
ned
arou
nd
our e
xist
ing
com
mun
icat
ions
pol
icie
s, re
cogn
izin
g th
at w
hile
the
tech
nolo
gy m
ay b
e ch
angi
ng, t
he c
ompa
ny
alre
ady
had
suffi
cien
t pol
icy
gove
rnin
g ho
w e
mpl
oyee
s ca
n co
mm
unic
ate
exte
rnal
ly a
nd in
tern
ally
,” B
ob
DeF
illip
po, P
rude
ntia
l’s c
hief
com
mun
icat
ions
offi
cer,
told
me.
At F
ord
Mot
or, S
cott
Mon
ty, h
ead
of g
loba
l dig
ital c
omm
unic
atio
ns, h
as in
stitu
ted
trai
ning
for t
he
com
mun
icat
ions
sta
ff to
giv
e ev
eryo
ne a
n un
ders
tand
ing
of h
ow th
e re
al-ti
me
Web
fits
into
thei
r job
func
tion.
T
his
know
ledg
e he
lps
empl
oyee
s st
art t
o bu
ild re
al ti
me
into
thei
r str
ateg
ic p
lann
ing
as w
ell a
s th
eir d
ay-to
-da
y in
tera
ctio
ns.
Inte
l has
cre
ated
a S
ocia
l Med
ia C
ente
r of E
xcel
lenc
e, g
uide
lines
, and
wha
t the
y ca
ll th
e “D
igita
l IQ
”
soci
al-m
edia
trai
ning
with
a c
ompl
ete
curr
icul
um. “
The
trai
ning
bri
ngs
peop
le u
p to
spe
ed q
uick
ly,”
said
K
en E
. Kap
lan,
new
med
ia a
nd b
road
cast
man
ager
at I
ntel
. “A
nybo
dy c
an ta
ke it
, but
sal
es a
nd m
arke
ting
peop
le a
re re
quir
ed to
take
the
trai
ning
… T
he D
igita
l IQ
cur
ricu
lum
for e
duca
ting
empl
oyee
s ar
ound
the
wor
ld a
lso
incl
udes
an
inte
rnal
com
mun
ity to
sha
re n
ews,
bes
t pra
ctic
es, a
nd k
ey le
arni
ng.”
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
16
Enga
ge w
ith th
e Mar
ket
I was
enc
oura
ged
to le
arn
that
sev
eral
For
tune
100
com
pani
es a
re e
ngag
ing
the
mar
ket v
ia th
e re
al-ti
me
Web
—as
we
saw
with
Boe
ing.
UPS
is e
qual
ly o
n th
e ba
ll. “
Like
a lo
t of c
ompa
nies
, we’
ve s
een
grea
t opp
or-
tuni
ties
to c
onne
ct w
ith o
ur a
udie
nces
and
sha
re in
form
atio
n,”
Deb
bie
Cur
tis-M
agle
y fr
om U
PS p
ublic
rela
-tio
ns to
ld m
e. “
The
abi
lity
to re
spon
d qu
ickl
y to
new
s oc
curr
ence
s an
d in
corr
ect i
nfor
mat
ion
help
s us
mak
e su
re th
at th
e m
edia
, em
ploy
ees,
cus
tom
ers,
and
the
publ
ic h
ave
acce
ss to
fact
s.”
In Ja
nuar
y 20
10, U
PS a
nd s
ever
al o
ther
bra
nds
caug
ht w
ind
of a
fast
-spr
eadi
ng r
umor
in s
ocia
l med
ia
chan
nels
. “It
was
cla
imed
that
UPS
was
off
erin
g fr
ee s
hipp
ing
to H
aiti
for p
acka
ges
unde
r 50
poun
ds,”
Cur
tis-M
agle
y sa
ys. “
We
resp
onde
d im
med
iate
ly th
roug
h Tw
itter
and
Fac
eboo
k to
cor
rect
the
rum
or a
nd
dire
ct p
eopl
e to
our
com
pany
blo
g, u
psid
e. T
he b
log
stor
y pr
ofile
d U
PS c
ontr
ibut
ions
to a
id a
genc
ies,
in
form
ed v
iew
ers
that
shi
ppin
g se
rvic
es w
ere
on h
old
to H
aiti,
and
pro
vide
d a
list o
f dis
aste
r-rel
ief a
genc
ies
whe
re th
e pu
blic
cou
ld d
irec
t its
sup
port
. In
less
than
24
hour
s, o
ur o
utre
ach
effo
rts
gene
rate
d al
mos
t 10
,000
vie
ws
of th
e bl
og s
tory
. Dur
ing
that
per
iod,
we
trac
ked
38 b
logs
and
dis
cuss
ion
foru
ms
that
cor
rect
ed
the
rum
or. S
tate
men
ts fr
om o
ur b
log
wer
e qu
oted
in o
nlin
e ne
ws
cove
rage
at C
NN
, For
eign
Pol
icy,
and
NPR
. Aid
age
ncie
s al
so h
elpe
d ge
t the
wor
d ou
t, w
ith th
e Sa
lvat
ion
Arm
y pu
blis
hing
a c
orre
ctio
n to
the
UPS
rum
or a
t its
blo
g.”
As
you
can
see
from
thes
e re
spon
ses,
for m
any
of th
e Fo
rtun
e 100
, the
ans
wer
to m
y or
igin
al q
uest
ion—
In th
e la
st y
ear o
r tw
o, h
as th
e st
ruct
ure
of y
our c
orpo
rate
com
mun
icat
ions
team
and
/or c
omm
unic
atio
ns p
roce
sses
chan
ged
to e
mbr
ace
the
real
-tim
e di
gita
l era
?—is
a d
efini
tive
“yes
.”
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
17
Than
k You
for Y
our I
nquir
yB
oein
g, C
hevr
on, C
oca-
Col
a, F
ord,
Inte
l, Pr
uden
tial F
inan
cial
, Sta
te F
arm
Insu
ranc
e, U
PS, V
eriz
on C
omm
u-ni
catio
ns, W
ells
Far
go, a
nd o
ther
s w
ho a
nsw
ered
my
ques
tions
, des
erve
to b
e re
cogn
ized
as
lead
ers.
So
let m
e sa
y th
is to
any
sen
ior m
anag
ers
from
thos
e co
mpa
nies
who
mig
ht re
ad th
is: “
Your
real
-tim
e co
mm
unic
atio
ns
team
is d
oing
a g
reat
job,
ple
ase
give
them
a p
at o
n th
e ba
ck fr
om m
e.”
I was
am
azed
whe
n so
me
of th
ese
com
pani
es re
spon
ded
to m
e in
real
tim
e to
ask
follo
w-u
p qu
estio
ns, s
ugge
st
that
we
go in
to d
epth
on
the
phon
e, o
r sim
ply
to d
eclin
e pa
rtic
ipat
ion.
The
se re
spon
ses
are
also
use
ful i
n th
e an
alys
is o
f my
little
exp
erim
ent.
Cor
inne
Kov
alsk
y fr
om R
ayth
eon
was
the
fast
est r
espo
nder
of a
ll, re
achi
ng m
e ju
st 10
min
utes
aft
er I
e-
mai
led
her c
ompa
ny. S
he to
ld m
e th
at s
he w
as a
bout
to b
oard
an
airp
lane
and
ask
ed a
bout
my
dead
line.
N
ow th
at’s
fast
! War
ren
Lee
of M
arat
hon
Oil
resp
onde
d w
ithin
two
hour
s to
say
that
the
com
pany
was
in
the
mid
dle
of is
suin
g qu
arte
rly e
arni
ngs
that
day
and
he
need
ed m
ore
time
to g
et b
ack
to m
e. W
ow, t
hat’s
am
azin
g. A
top
com
mun
icat
ions
offi
cer o
f a F
ortu
ne 10
0 co
mpa
ny ta
kes
the
time
to re
spon
d to
my
inqu
iry
righ
t aw
ay, e
ven
on th
e bu
sies
t com
mun
icat
ion
day
of th
e qu
arte
r.
Seve
ral p
eopl
e re
spon
ded
quic
kly
just
to s
ay th
at th
ey w
ould
n’t b
e ab
le to
com
men
t on
my
inqu
iry.
In fa
ct,
the
seco
nd-fa
stes
t res
pons
e in
the
Fort
une 1
00 c
ame
in fr
om M
icro
soft
(15
min
utes
), an
d th
ey d
eclin
ed to
co
mm
ent.
I als
o re
ceiv
ed re
spon
ses
from
Tra
vele
rs C
os. a
nd K
raft
Foo
ds d
eclin
ing
to p
artic
ipat
e. E
ven
thou
gh th
ey d
eclin
ed to
par
ticip
ate,
I ap
prec
iate
d th
at th
eir m
edia
repr
esen
tativ
es w
ere
cour
teou
s en
ough
to
get
bac
k to
me
quic
kly.
Tha
t, to
o, g
ets
poin
ts.
I wan
ted
to b
e sc
ient
ific
abou
t thi
s, a
nd m
ake
sure
that
I co
uld
mea
sure
the
resp
onse
rate
s I g
ot fr
om th
e Fo
rtun
e 100
. But
bef
ore
I was
eve
n ab
le to
pos
e a
ques
tion,
I ha
d to
find
som
eone
to a
sk. A
nd th
is p
rove
d to
be
muc
h m
ore
diffi
cult
than
exp
ecte
d.
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
18
Cont
act U
s (Or
Not)
In m
y w
ork
as a
con
trib
utin
g ed
itor f
or E
Con
tent
mag
azin
e, in
the
artic
les
I wri
te fo
r the
Huf
fingt
on P
ost,
and
in th
e co
urse
of r
esea
rch
for m
y bl
og a
nd b
ooks
and
ebo
oks
like
this
one
, I fr
eque
ntly
con
tact
cor
pora
te
med
ia re
latio
ns p
eopl
e. I
pref
er e
-mai
l to
the
phon
e. A
lthou
gh s
ome
jour
nalis
ts s
till u
se th
e ph
one
to m
ake
initi
al c
onta
ct, i
n m
y ex
peri
ence
, way
mor
e th
an 9
0 pe
rcen
t of fi
rst r
eque
sts
com
e vi
a e-
mai
l, so
that
’s ho
w I
ap
proa
ched
this
rese
arch
.
The fi
rst t
hing I
need
ed w
as an
e-ma
il add
ress
for e
ach o
f the
100 c
ompa
nies.
I g
athe
red t
hese
the w
eek b
efore
so th
at I c
ould
send
all th
e e-m
ail in
one g
o to
be as
fair
as po
ssibl
e abo
ut re
spon
se tim
es.
Her
e’s
the
proc
ess
I wen
t thr
ough
. I fi
rst G
oogl
ed th
e ex
act c
ompa
ny n
ame
as it
app
ears
on
the
2010
Fo
rtun
e 500
list
. I th
en w
ent t
o th
e m
edia
-rela
tions
sec
tion
of e
ach
com
pany
’s W
eb s
ite a
nd lo
oked
for a
n e-
mai
l add
ress
. I p
refe
rred
gen
eral
add
ress
es (e
.g.,
med
ia@
com
pany
.com
). It
turn
ed o
ut th
at o
nly
26 co
mpa
nies
of
fere
d a
gene
ral m
edia
-rela
tions
e-m
ail a
ddre
ss. M
y se
cond
cho
ice
was
a W
eb fo
rm, a
nd 1
4 co
mpa
nies
had
th
at o
ptio
n. If
I co
uldn
’t fin
d ei
ther
of t
hose
, I lo
oked
for a
n in
divi
dual
per
son
to e
-mai
l—al
thou
gh a
s a
jour
nalis
t I d
on’t
like
doin
g th
is, b
ecau
se y
ou n
ever
kno
w if
that
per
son
is tr
avel
ing
or o
n va
catio
n. If
that
w
as th
e on
ly o
ptio
n, I
sele
cted
the
mos
t sen
ior p
erso
n or
, if t
he p
eopl
e w
ere
orga
nize
d by
dep
artm
ent,
the
one
who
was
mos
t app
ropr
iate
.
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
19
I was
hap
py to
find
that
thre
e co
mpa
nies
—A
T&T,
Hew
lett-
Pack
ard,
and
Ray
theo
n—lis
ted
e-m
ail a
ddre
sses
for
soci
al-m
edia
repr
esen
tativ
es (a
nd th
ose
peop
le g
ot b
ack
to m
e fa
st).
All
told
, the
pro
cess
abo
ve y
ield
ed 7
0 co
ntac
ts
and
was
qui
te e
asy.
At m
ost c
ompa
nies
, I h
ad a
n e-
mai
l add
ress
or f
orm
UR
L in
less
than
one
min
ute.
The
n th
ings
got
muc
h m
ore
diffi
cult.
On
man
y co
rpor
ate
site
s, e
-mai
l add
ress
es fo
r the
med
ia-re
latio
ns te
am
prov
ed im
poss
ible
to fi
nd. S
o I h
ad to
get
cre
ativ
e, s
cann
ing
pres
s re
leas
es fo
r e-m
ail c
onta
cts.
I fo
und
rout
es
into
eig
ht c
ompa
nies
this
way
. At n
ine
othe
r com
pani
es w
here
no
med
ia-re
latio
ns c
onta
ct w
as a
vaila
ble
I fo
und
inve
stor
rela
tions
con
tact
s, s
o I u
sed
thos
e in
stea
d. A
lthou
gh IR
is a
noth
er d
epar
tmen
t, I a
ssum
ed
that
they
wer
e in
con
stan
t con
tact
with
the
PR te
am a
nd w
ould
just
forw
ard
my
inqu
iry.
Ten c
ompa
nies o
ffere
d only
telep
hone
cont
acts.
Sure
, I co
uld ha
ve ph
oned
th
em. B
ut I d
ecide
d upf
ront
that
I wan
ted to
mak
e all i
nitial
cont
acts
onlin
e. An
d, he
y, I’m
writ
ing ab
out W
eb co
mmun
icatio
ns he
re!
In tr
ying
to fi
nd c
onta
ct d
etai
ls I
had
a fe
w a
nnoy
ing
expe
rien
ces.
Pfiz
er o
ffer
ed a
form
, whi
ch is
fine
, but
lim
ited
the
inqu
iry
to 5
00 c
hara
cter
s, m
any
few
er th
an I
need
ed fo
r my
requ
est.
Tha
t see
ms
a ri
dicu
lous
lim
itatio
n! H
ey P
fizer
, will
you
ove
rdos
e if
you
inge
st m
ore
than
500
cha
ract
ers?
The
Am
eric
an In
tern
atio
nal G
roup
’s fo
rm d
id n
ot w
ork
at a
ll w
hen
I tri
ed it
—br
oken
—he
llo A
IG! A
nd th
e W
algr
eens
form
requ
ired
pri
or re
gist
ratio
n an
d ap
prov
al. T
his
proc
edur
e is
fine
, in
my
opin
ion,
but
the
extr
a tim
e th
at ta
kes
may
det
er s
ome
inte
rest
ed p
artie
s.
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
20
Makin
g Con
tact
I sen
t the
inqu
irie
s be
twee
n 1:0
1 P.
M. a
nd 1:
44 P
.M. E
aste
rn D
aylig
ht T
ime
on T
uesd
ay, M
ay 4
, 201
0
(nor
mal
bus
ines
s ho
urs
on b
oth
east
and
wes
t coa
sts
of th
e U
nite
d St
ates
).
So m
uch
for t
he e
ncou
ragi
ng n
ews;
let’s
mov
e on
to Ju
rass
ic P
ark
and
see
whi
ch g
iant
s sh
ow n
o si
gn o
f ev
olut
iona
ry p
rogr
ess.
I rec
eive
d re
spon
ses
from
28
com
pani
es, a
nd th
ere
wer
e 11
com
pani
es th
at I
was
una
ble
to c
onta
ct (t
hose
th
at o
nly
prov
ided
tele
phon
e co
ntac
ts a
nd A
IG w
ith it
s br
oken
form
). T
hat l
eave
s 61
com
pani
es th
at d
id n
ot
answ
er m
y in
quir
y in
any
way
. (Se
e th
e ap
pend
ix fo
r a li
st o
f the
ent
ire
100
com
pani
es).
Som
e co
mpa
nies
sen
t me
a ca
nned
form
in re
spon
se:
Mass
achu
setts
Mut
ual L
ife In
sura
nce:
Than
k you
. We h
ave r
eceiv
ed yo
ur e-
mail a
nd w
ill co
ntact
you w
ith a
resp
onse
.�(I
got n
o re
spon
se.)
Amaz
on.co
m: T
hank
you f
or yo
ur su
bmiss
ion. Y
our r
eque
st ha
s bee
n sen
t. Yo
u will
rece
ive a
resp
onse
shor
tly. (
I go
t no
resp
onse
.)
Wal
gree
ns: T
hank
you f
or se
nding
your
infor
matio
n req
uest.
A si
te ad
minis
trator
will
resp
ond
to yo
ur re
ques
t soo
n. (A
gain
, no
resp
onse
. And
by
the
way
, wha
t’s a
“sit
e ad
min
istra
tor?
”)
The
se th
ree
resp
onse
s—fr
om M
assa
chus
etts
Mut
ual L
ife In
sura
nce,
Am
azon
.com
, and
Wal
gree
ns—
wer
e th
e w
orst
exp
erie
nce
for m
e a
jour
nalis
t. I c
an u
nder
stan
d th
e 61
com
pani
es th
at c
hose
not
to re
spon
d at
all,
bu
t to
send
an
auto
mat
ed e
-mai
l pro
mis
ing
a re
spon
se a
nd th
en n
ot to
del
iver
is ju
st la
me.
I w
onde
r if t
hese
co
mpa
nies
’ com
mun
icat
ions
mot
tos
are:
“O
verp
rom
ise
and
unde
rdel
iver
?”
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
21
Thre
e res
pons
es—
from
DuP
ont, S
ysco
, and
FedE
x—we
re so
mor
onic
I h
ad to
laug
h: Du
Pont
: DuP
ont P
olicy
requ
ires t
hat a
ll sur
vey r
eque
sts be
subm
itted
in w
riting
or fa
xed t
o th
e foll
owing
: DuP
ont C
ompa
ny, S
urve
y Res
pons
e, [ad
dres
s]. W
hen y
our s
urve
y arri
ves,
it wi
ll be s
creen
ed an
d rou
ted to
the m
ost a
ppro
priat
e res
ourc
e with
in Du
Pont
for r
eview
and
resp
onse
; how
ever,
DuP
ont d
oes n
ot co
mmit
to re
spon
d. (F
irst
of a
ll, w
hat s
urve
y? H
owev
er, I
did
do
wha
t the
y as
ked,
send
ing
my
requ
est
in w
ritin
g. I
hav
e no
t rec
eive
d a
resp
onse
. But
to b
e fa
ir, D
uPon
t sai
d th
at th
e co
mpa
ny d
oes n
ot c
omm
it to
resp
ond.
)
Sysc
o: Yo
ur co
mmen
t has
been
subm
itted
to ou
r Web
site F
eedb
ack d
epar
tmen
t. Th
ank y
ou fo
r you
r int
eres
t. (H
uh?
“Web
site
Feed
back
dep
artm
ent?
” I
didn
’t ge
t a re
spon
se.)
FedE
x: A
lthou
gh F
edEx
pio
neer
ed o
vern
ight
pac
kage
deli
very
, I g
uess
they
do
n’t c
are
abou
t rea
l-tim
e de
liver
y on
line.
Nor
do
they
read
thei
r e-m
ail c
aref
ully
; 20
day
s afte
r I se
nt m
y re
ques
t, I
rece
ived
this:
Th
ank y
ou fo
r you
r inq
uiry.
I reg
ret w
e are
unab
le to
addr
ess y
our c
once
rns v
ia th
is av
enue
. We
regr
et th
at Fe
dEx d
oes n
ot ha
ve th
e res
ourc
es to
resp
ond t
o stu
dent
ques
tions
indiv
idu-
ally.
Howe
ver,
ther
e is a
wea
lth of
infor
matio
n on t
he Fe
dEx w
ebsit
e.� (H
ey F
edEx
: Stu
dent
que
stion
s? D
id y
ou e
ven
both
er to
read
my
e-m
ail o
r che
ck m
y cr
eden
tials?
Be s
ure t
o te
ll yo
ur C
EO, “
UPS
run
s rin
gs a
roun
d us
in re
al ti
me.”
)
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
22
How
Fast
Does
the F
ortu
ne 10
0 Res
pond
?Q
uest
ion
my
met
hodo
logy
all
you
like.
Oka
y, so
I’m
not
Tho
mas
Fri
edm
an o
f the
New
Yor
k Ti
mes
. A
nd I’
m n
ot a
sta
tistic
ian.
But
I w
rite
for a
bun
ch o
f pub
licat
ions
with
man
y re
ader
s. A
nd I’
m th
e au
thor
of
a g
loba
l bes
t sel
ler i
n a
cate
gory
that
sho
uld
caus
e PR
peo
ple
to s
it up
. I w
rite
abo
ut m
arke
ting
and
PR,
for P
ete’
s sa
ke!
So if
I ca
n’t fi
nd a
way
to c
onta
ct y
our c
ompa
ny’s
med
ia-re
latio
ns te
am, a
nd I
can’
t get
an
inte
llige
nt
resp
onse
from
them
—or
any
resp
onse
at a
ll—I d
on’t
thin
k it’
s a
stre
tch
to s
ay s
omet
hing
is b
adly
out
of
wha
ck in
you
r rea
l-tim
e co
mm
unic
atio
ns in
fras
truc
ture
.
Why
is it
that
onl
y a
quar
ter o
f the
For
tune
100
com
pani
es re
spon
d in
real
tim
e to
med
ia in
quir
ies?
T
he fa
stes
t wer
e th
e fiv
e co
mpa
nies
that
resp
onde
d in
less
than
one
hou
r. Tw
elve
of t
he c
ompa
nies
resp
onde
d th
e sa
me
day
I sen
t the
inqu
iry,
and
anot
her 1
1 re
spon
ded
the
next
day
.
This
rese
arch
confi
rms w
hat I’
ve su
spec
ted al
l alon
g. Ev
en th
e bigg
est c
ompa
nies
can r
espo
nd in
real
time i
f the
y put
their
mind
s to i
t. I’ve
seen
the l
eade
rs. I
can
name
name
s. Th
ey ha
ve de
velop
ed th
e rea
l-tim
e mind
-set
that
I’m tr
ying t
o tell
yo
u abo
ut he
re.
Unf
ortu
nate
ly, t
his
rese
arch
als
o co
nfirm
s m
y fe
ar. T
hree
-qua
rter
s of
the
Fort
une 1
00 e
ither
cou
ldn’
t be
cont
acte
d or
faile
d to
repl
y. (S
ee th
e ap
pend
ix fo
r how
eac
h co
mpa
ny fa
red.
) The
y ar
e as
leep
at t
he w
heel
—an
d th
at’s
not g
ood
enou
gh in
toda
y’s
alw
ays-
on w
orld
.
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
23
The
com
pani
es th
at h
ave
deve
lope
d a
real
-tim
e m
ind-
set a
re le
ader
s in
mor
e w
ays
than
one
.
My an
alysis
prov
ides u
s with
evide
nce t
hat t
here
is a
posit
ive R
OI (r
eturn
on
inves
tmen
t) for
inve
sting
in re
al-tim
e mar
ketin
g and
publi
c rela
tions
.A
com
pari
son
of 2
010
stoc
k pr
ices
reve
als
that
on
aver
age
the
publ
icly
trad
ed F
ortu
ne 10
0 co
mpa
nies
that
re
spon
ded
to m
y in
quir
y (th
ose
enga
ged
in re
al-ti
me
com
mun
icat
ions
) bea
t the
S&
P 50
0 st
ock
inde
x w
hile
th
e ot
hers
on
aver
age
unde
rper
form
ed th
e in
dex.
Dur
ing
the
peri
od –
clo
sing
pri
ce o
n D
ecem
ber 3
1, 20
09 th
roug
h cl
osin
g pr
ice
on S
epte
mbe
r 3, 2
010
(w
hen
my
book
Rea
l-Tim
e M
arke
ting
& PR
boo
k w
ent t
o pr
int)
– th
e S&
P 50
0 st
ock
inde
x w
as d
own
slig
htly
.
I find
it fa
scin
atin
g th
at th
ose
com
pani
es th
at e
ngag
e in
real
tim
e, o
n av
erag
e, o
utpe
rfor
med
the
mar
ket
as a
who
le a
nd d
ram
atic
ally
bea
t tho
se F
ortu
ne 10
0 co
mpa
nies
that
do
not e
ngag
e.
Th
is i
s t
he
RO
I o
f
re
al
-tim
e e
ng
ag
em
en
t.
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
24
Furt
her a
naly
sis
of 2
010
stoc
k pr
ices
sho
ws
that
the
maj
ority
of t
he p
ublic
ly tr
aded
For
tune
100
com
pani
es
that
resp
onde
d to
my
inqu
iry
(thos
e en
gage
d in
real
-tim
e co
mm
unic
atio
ns) w
ere
up o
n th
e ye
ar (w
hile
the
over
all m
arke
t was
dow
n du
ring
the
peri
od).
At t
he s
ame
time,
dur
ing
the
eigh
t-mon
th p
erio
d I m
easu
red,
less
than
hal
f of t
hose
com
pani
es th
at d
o no
t en
gage
in re
al-ti
me
wer
e up
dur
ing
the
peri
od.
Whi
le m
y da
ta o
nly
cove
red
part
of 2
010,
it s
eem
s cl
ear f
rom
this
dat
a th
at c
ompa
nies
eng
aged
in re
al ti
me
com
mun
icat
ions
are
mor
e lik
ely
to g
ener
ate
a po
sitiv
e re
turn
.
If y
ou o
wn
shar
es in
one
of t
he c
ompa
nies
that
do
not e
ngag
e, y
ou m
ight
wan
t to
wri
te th
e C
EO a
nd a
sk w
hy.
(The
n ag
ain,
you
may
not
get
a re
ply.)
Gene
ratin
g a P
ositiv
e Retu
rn
Stoc
k pric
e cha
nge o
f com
panie
s tha
t do
enga
ge th
e mar
ket in
real-
time
Stoc
k pric
e cha
nge o
f com
panie
s tha
t do
not e
ngag
e the
mar
ket in
real-
time
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
25
com
pany
Fo
rtune
rank
re
spon
se ti
me
Abbo
tt La
bora
tories
75
Di
d not
respo
ndAe
tna
63
Did n
ot res
pond
Allsta
te 68
Di
d not
respo
ndAm
azon
.com
100
Did n
ot res
pond
Ameri
can E
xpres
s 88
Di
d not
respo
ndAm
erica
n Inte
rnati
onal
Grou
p 16
Un
able
to co
ntac
tAm
eriso
urce
Berge
n 24
Di
d not
respo
ndAp
ple
56
Did n
ot res
pond
Arch
er Da
niels
Midla
nd
27
1 day
AT
&T
7 les
s tha
n 1 ho
urBa
nk of
Ameri
ca C
orp.
5 Di
d not
respo
ndBe
rkshir
e Hath
away
11
Di
d not
respo
ndBe
st Bu
y 45
Di
d not
respo
ndBo
eing
28
3 hou
rs Ca
rdina
l Hea
lth
17
Did n
ot res
pond
Cater
pillar
66
1 d
ay
Chev
ron
3 2 d
ays
CHS
91
Did n
ot res
pond
Cisco
Syste
ms
58
Did n
ot res
pond
Citigr
oup
12
Unab
le to
cont
act
Coca
-Cola
72
1 d
ay
Comc
ast
59
Did n
ot res
pond
Cono
coPh
illips
6
Did n
ot res
pond
Costc
o Who
lesale
25
Di
d not
respo
ndCV
S Car
emar
k 18
Di
d not
respo
ndDe
ll 38
Un
able
to co
ntac
tDe
lta Ai
r Line
s 84
Di
d not
respo
ndDo
w Ch
emica
l 46
Di
d not
respo
ndDu
Pont
86
Did n
ot res
pond
Enter
prise
GP H
olding
s 92
Un
able
to co
ntac
tEx
pres
s Scri
pts
96
Did n
ot res
pond
Exxo
n Mob
il 2
Unab
le to
cont
act
Fann
ie Ma
e 81
Di
d not
respo
ndFe
dEx
60
Did n
ot res
pond
com
pany
Fo
rtune
rank
re
spon
se ti
me
Ford
Moto
r 8
2 day
s Fre
ddie
Mac
54
Did n
ot res
pond
Gene
ral D
ynam
ics
69
Did n
ot res
pond
Gene
ral E
lectri
c 4
3 hou
rs Ge
nera
l Moto
rs 15
Un
able
to co
ntac
tGo
ldman
Sach
s Grou
p 39
Un
able
to co
ntac
tHa
rtford
Fina
ncial
Serv
ices
97
Did n
ot res
pond
HCA
77
Unab
le to
cont
act
Hess
79
Di
d not
respo
ndHe
wlett
-Pac
kard
10
1-
2 hou
rs Ho
me D
epot
29
1 day
Ho
neyw
ell In
terna
tiona
l 74
Di
d not
respo
ndHu
mana
73
Di
d not
respo
ndIng
ram
Micro
80
Di
d not
respo
ndInt
el 62
1 d
ay
Intern
ation
al As
sets
Holdi
ng
49
Did n
ot res
pond
Intern
ation
al Bu
sines
s Mac
hines
20
Di
d not
respo
ndJ.P
. Morg
an C
hase
& C
o. 9
Did n
ot res
pond
Johns
on &
John
son
33
Did n
ot res
pond
Johns
on C
ontro
ls 83
Di
d not
respo
ndKr
aft F
oods
53
2 w
eeks
Kr
oger
23
Unab
le to
cont
act
Liber
ty Mu
tual In
sura
nce G
roup
71
Did n
ot res
pond
Lock
heed
Mar
tin
44
1 day
Lo
we’s
42
Unab
le to
cont
act
Mara
thon O
il 41
1-
2 hou
rs Ma
ssac
huse
tts M
utual
Life I
nsur
ance
93
Did n
ot res
pond
McKe
sson
14
Di
d not
respo
ndMe
dco H
ealth
Solut
ions
35
Did n
ot res
pond
Merck
85
Di
d not
respo
ndMe
tLife
51
1 day
Mi
croso
ft 36
les
s tha
n 1 ho
urMo
rgan S
tanley
70
Di
d not
respo
ndNe
w Yo
rk Lif
e Ins
uran
ce
64
Did n
ot res
pond
2010
Fortu
ne 10
0 Rea
l-Tim
e spe
ed an
alysis
(In al
phab
etica
l ord
er)Ap
pend
ixco
mpa
ny
Fortu
ne ra
nk
resp
onse
tim
e Ne
ws C
orp.
76
Did n
ot res
pond
North
rop G
rumm
an
61
2 day
s Pe
psiC
o 50
Di
d not
respo
ndPfi
zer
40
Did n
ot res
pond
Philip
Morr
is Int
ernati
onal
94
3 day
s Pr
octer
& G
amble
22
Di
d not
respo
ndPr
uden
tial F
inanc
ial
65
less t
han 1
hour
Publi
x Sup
er Ma
rkets
99
1-2 h
ours
Rayth
eon
95
less t
han 1
hour
Rite A
id 89
Di
d not
respo
ndSa
feway
52
Di
d not
respo
ndSe
ars H
olding
s 48
Di
d not
respo
ndSp
rint N
extel
67
1 d
ay
State
Farm
Insu
ranc
e Cos
. 34
1-
2 hou
rs Su
noco
78
Un
able
to co
ntac
tSu
perva
lu 47
Di
d not
respo
ndSy
sco
55
Did n
ot res
pond
Targe
t 30
Di
d not
respo
ndTIA
A-CR
EF
90
Did n
ot res
pond
Time W
arne
r 82
Di
d not
respo
ndTra
veler
s Cos
. 98
1 d
ay
Tyso
n Foo
ds
87
Did n
ot res
pond
Unite
d Par
cel S
ervic
e 43
4 h
ours
Unite
d Tec
hnolo
gies
37
Did n
ot res
pond
Unite
dHea
lth G
roup
21
Did n
ot res
pond
Valer
o Ene
rgy
26
Did n
ot res
pond
Veriz
on C
ommu
nicati
ons
13
less t
han 1
hour
Wal-M
art S
tores
1
Did n
ot res
pond
Walgr
eens
32
Di
d not
respo
ndWa
lt Disn
ey
57
Did n
ot res
pond
WellP
oint
31
1 day
We
lls Fa
rgo
19
1 day
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
26
Abou
t the
Auth
or D
avid
Mee
rman
Sco
tt’s
book
The
New
Rul
es o
f Mar
ketin
g &
PR o
pene
d pe
ople
’s ey
es to
the
new
real
ities
of
mar
ketin
g an
d pu
blic
rela
tions
on
the
Web
. Six
mon
ths
on th
e B
usin
essW
eek
best
selle
r lis
t and
pub
lishe
d in
mor
e th
an 2
5 la
ngua
ges
from
Bul
gari
an to
Vie
tnam
ese,
New
Rul
es is
now
a m
oder
n bu
sine
ss c
lass
ic.
Dav
id’s
popu
lar b
log
and
hund
reds
of s
peak
ing
enga
gem
ents
aro
und
the
wor
ld g
ive
him
a s
ingu
lar p
er-
spec
tive
on h
ow b
usin
esse
s ar
e im
plem
entin
g ne
w s
trat
egie
s to
reac
h bu
yers
.
His
new
boo
ks M
arke
ting
Less
ons f
rom
the
Gra
tefu
l Dea
d (w
ritte
n w
ith B
rian
Hal
ligan
) and
Rea
l-Tim
e
Mar
ketin
g &
PR a
re g
ettin
g bu
zz a
roun
d th
e gl
obe.
Dav
id is
a re
cove
ring
VP
of m
arke
ting
for t
wo
publ
icly
trad
ed c
ompa
nies
and
was
als
o A
sia
mar
ketin
g di
rect
or fo
r Kni
ght-R
idde
r, at
the
time
one
of th
e w
orld
’s la
rges
t new
spap
er a
nd e
lect
roni
c in
form
atio
n co
mpa
nies
. Dav
id h
as li
ved
and
wor
ked
in N
ew Y
ork,
Tok
yo, B
osto
n, a
nd H
ong
Kon
g an
d ha
s pr
esen
ted
at
indu
stry
con
fere
nces
and
eve
nts
in o
ver t
wen
ty c
ount
ries
.
To b
ook
Dav
id to
spe
ak a
t you
r nex
t eve
nt o
r to
run
a se
min
ar fo
r you
r com
pany
, ple
ase
cont
act h
im a
t w
ww
.dav
idm
eerm
ansc
ott.c
om
Che
ck o
ut h
is p
opul
ar b
log
at w
ww
.Web
InkN
ow.c
omFo
llow
him
on
Twitt
er a
t http
://tw
itter
.com
/dm
scot
t
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
27
Book
s by D
avid
Mee
rman
Sco
tt Re
al-Tim
e Mar
ketin
g & P
R:
How
to In
stan
tly E
ngag
e You
r Mar
ket,
Con
nect
with
Cus
tom
ers,
and
Cre
ate P
rodu
cts t
hat G
row
You
r Bus
ines
s Now
Le
arn M
ore
Mark
eting
Less
ons f
rom
the G
ratef
ul De
ad:
Wha
t Eve
ry B
usin
ess C
an L
earn
from
the
Mos
t Ico
nic
Ban
d in
Hist
ory
(with
Bri
an H
allig
an)
Le
arn M
ore
The N
ew R
ules o
f Mar
ketin
g & P
R:
How
to u
se n
ews r
elea
ses,
blog
s, po
dcas
ts, v
iral m
arke
ting
and
onlin
e m
edia
to re
ach
your
buy
ers d
irect
ly
Le
arn M
ore
World
Wide
Rav
e: C
reat
ing
trig
gers
that
get
mill
ions
of p
eopl
e to
spre
ad y
our i
deas
and
tell
your
stor
ies
Le
arn M
ore
Real-
Time:
How
Mark
etin
g & P
R at
Spee
d Driv
es M
easu
rabl
e Suc
cess
DA
VID
ME
ER
MA
N S
CO
TT
28
More
FREE
e-bo
oks b
y Dav
id M
eerm
an S
cott
Gaijin
Male
Mod
el: A
Cas
e St
udy
in C
onfli
ct-D
rive
n B
usin
ess W
ritin
g (2
010)
Is y
our w
ritin
g in
tere
stin
g?
http
://ww
w.da
vidm
eerm
ansc
ott.c
om/d
ocum
ents/
Writ
ing_
With
_Con
flict
Lose
Con
trol o
f you
r Mar
ketin
g! W
hy m
arke
ting
RO
I m
easu
res l
ead
to fa
ilure
(200
9)G
ive
this
one
to y
our b
oss,
boa
rd, o
r inv
esto
rs
http
://ww
w.da
vidm
eerm
ansc
ott.c
om/d
ocum
ents/
Mark
etin
g_RO
I.pdf
The N
ew R
ules o
f Vira
l Mar
ketin
g: H
ow w
ord-
of-m
ouse
spre
ads y
our i
deas
for f
ree
(200
8)D
ownl
oade
d m
ore
than
one
mill
ion
times
ht
tp://
www.
david
mee
rman
scot
t.com
/doc
umen
ts/Vir
al_Ma
rket
ing.p
df
The G
obble
dygo
ok M
anife
sto (2
007)
C
hose
n fo
r the
Vir
al M
arke
ting
Hal
l of F
ame
2007
ht
tp://
www.
david
mee
rman
scot
t.com
/doc
umen
ts/37
03Go
bbled
ygoo
k.pdf
The N
ew R
ules o
f PR:
How
to c
reat
e a
pres
s rel
ease
stra
tegy
for r
each
ing
buye
rs d
irect
ly (2
006)
“O
ne o
f the
mos
t rea
d bu
sine
ss w
hite
pap
ers
in h
isto
ry”
– A
nne
Hol
land
, Mar
ketin
gShe
rpa
http
://ww
w.da
vidm
eerm
ansc
ott.c
om/d
ocum
ents/
New_
Rules
_of_
PR.p
df
