Prologue.
Part 1: 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.
-United Comes 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 on Speed.
-The Real-Time Power Law.
-The Real-Time Law of Normal Distribution.
-How Would You React?
4. Real-Time Attitude.
-Business as Usual.
-The Real-Time Mind-Set.
-No More Business as Usual.
-It's Not the Tools, It's 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 in to Millions of Discussions in Real Time.
-A $250-Grand Tweet!
-Turning around a Critic.
-When You Don't 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.
Part 2: 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.
-Tapping the World for Recommendations.
-Looking to Buy a House.
-Reaching Buyers via Mobile.
12. They Want It Immediately.
-I Want It Now.
-Real Time with the Grateful Dead.
-Real-Time Products for Your Marketplace.
-Hot Jobs in Real Time?
-Book Publisher Goes Real Time with Truman Fires MacArthur.
-Real-Time Futures Trading Training Course.
Part 3: Grow Your Business Now.
13. Let Them Communicate . . . Now.
-Real-Time Communications Policy.
-How to Develop Real-Time Communications Guidelines.
-Publishing Your Guidelines.
-Encouraging Communications.
-When One of the Flock Strays.
-Chief Real-Time Communications Officer.
-Let Employees Communicate Now.
14. How Your Web Site Becomes a Real-Time Machine.
-Respond Now, While Buyers Are Hot.
-Know When She's Ready for You.
-Test It Out!
-What's the Other Guy Doing?
15. Make the Sale.
-Real-Time, Data-Driven Marketing and Sales.
-Real-Time Technology.
-I Heard You Just Came into Some Wealth!
-Make Your Sales Team Love You.
-Real-Time Sales Playbooks.
-They Know What I'm Doing!
16. Business at the Speed of Now.
-The Mass-Media Aberration.
-Lutz and Me.
-Yes, We're Listening!
-TweetDeck in Motown.
-GM Learns to Show Its Human Face.
-Lutz Always Gets the Last Word.
-How Real-Time Communications Sells Cars.
-Starting Up in Real Time.
-Improvising under the Volcano.
-It's about Focusing the Mind-Set on the Tools.
Appendix.
Media Sources.
Acknowledgments.
About the Author.
Have David Meerman Scott Speak at Your Next Event.
Index.
