Rules? We have rules!
1. Books are souvenirs.
2. Permission is your only asset.
3. Conversations are marketing.
4. Words for readers, not readers for words.
5. Blogs work.
6. It's not about selling books.
7. As an author, you are an idea merchant. (Not really rule 7, but I like it.)
Godin's presentation "10 Bestsellers: Using New Media, New Marketing, and New Thinking to Create 10 Bestselling Books" is the single best thing I've seen or read on new media marketing.