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Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers (Hardcover)
by Robert Scoble , Shel Israel
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Blog, On-line Business |
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Learn how blogging has changed business communications and what strategies businesses should consider when diving into the world of blogging. |
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Author: Robert Scoble , Shel Israel
Publisher: Wiley
Pub. in: January, 2006
ISBN: 047174719X
Pages: 251
Measurements: 9.1 x 6.3 x 1.1 inches
Origin of product: USA
Order code: BA00816
Other information: ISBN-13: 978-0471747192
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- MSL Picks -
Naked Conversations provides a good foundation for those interested in blogging for their businesses. Here are several key points made in Naked Conversations that make it worth the read:
1. Passion and Authority- by engaging your organization in these conversations, you can effectively convey the passion and authority that your organization possesses.
2. Moving to word of mouth- blogs make it very easy to move from the "broadcast" style of marketing to a more intimate word of mouth based approach.
3. Avoid the traps- there are tons of traps in the blogging world, including fake character blogs, astroturfing, pure marketing vehicles, and "soap boxes" that preach to customers and readers rather than engaging them in an honest and open discussion. Do everything in your power to avoid the traps- stay interesting and stay real.
4. Silent damage- you can't ignore blogs, especially when they're critical of your organization. Join the conversation, be honest with the community, and fix the issues that are causing the complaints. Don't worry about the trolls and flamers- the community does an excellent job of ignoring them. Even if you don't want to blog, you should be reading blogs because your customers will be reading them. If you're criticized on a blog, take it seriously.
Naked Conversations is an enjoyable read for experienced bloggers, and a must read for people in business that haven't yet connected with their customers online.
Contents:
Part 1
What's Happening?: Souls of the Borg;
Everything Never Changes;
Word of Mouth on Steroids;
Direct Access;
Little Companies, Long Reach;
Consultants Who Get It;
Survival of the Publicists;
Blogs and National Cultures;
Thorns in the Roses
Part 2
Blogging Wrong & Right: Doing It Wrong;
Doing It Right;
How to Not Get Dooced;
Blogging in a Crisis
Part 3
The Big Picture: Emerging Technology;
The Conversational Era;
Acknowledgments;
Name Index;
Subject Index
- From quoting Randy Holloway
Target readers:
Businessman
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Robert Scoble is Microsoft's best known blogger, with over 3.5 million visitors to his main blogsite annually. By day, as a "technical evangelist" (a marketing position) he helps run Microsoft's Channel 9 website and can be seen with his camcorder taping interviews and getting people inside looks at Microsoft's people and technology. He started blogging in 2000 and within a few weeks, he was invited to Steve Wozniak's Super Bowl party.
Shel Israel has been consulting for over 20 years. He has played a key strategic role in introducing some of technology's most enduring products including: SoundBlaster, PowerPoint, Filemaker, MapInfo and Sun Microsystems workstations and more. He is editor-in-chief of Conferenza Premium Reports.
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From the publisher
According to experts Robert Scoble and Shel Israel, blogs offer businesses something that has long been lacking in their communication with customers - meaningful dialogue. Devoid of corporate-speak and empty promises, business blogs can humanize communication, bringing companies and their constituencies together in a way that improves both image and bottom line.
The authors use more than 50 case histories to explain why blogging is an efficient and credible method of business communication. You'll find yourself excited about the possibilities blogs present after reading just a few pages. Discover how:
- Prominent business leaders, including Mark Cuban of the Dallas Mavericks, Bob Lutz from General Motors, and Jonathan Schwartz of Sun Microsystems, are beginning to use blogs to connect with their customers in new ways.
- Blogging has changed the rules of communication and competition.
- You can launch an effective blogging strategy and the reasons why you should.
Featuring a foreword by Tom Peters, this is a resource you and your business can't do without.
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| View all 6 comments |
Gary (MSL quote), USA
<2007-06-05 00:00>
This turns out to be an excellent book on both blogging and business communications. I've been blogging for over two years and reading Scoble's for six months or so. I figured that the book would just be hype and evangelism for the media form. And, in fact, the first couple of chapters that are jammed with examples of good uses and results of business blogging sound almost too good to be true. The rest of the book offers an adequate balance and cautions.
My salary is paid by magazine advertising, so I have to make a disclosure, but I also have some marketing experience both with companies that could afford to advertise and that couldn't. If you stop reading after the first couple of chapters, you'd think that riches and success will be yours just for writing a blog. Wrong. It helps to have a good product or service, too. As an editor, I see a steady stream of presidents of small companies with no capital who think that one mention in a magazine will send thousands of customers their way even though they have no supporting marketing or sales support. I worked for a president like that once. He couldn't understand why we weren't millionaires overnight. But that's a little like hitting the lottery. There's a lot more to business success than a bright idea and a blog. Better use all the tools.
Take the advice from Scoble and Israel, but most of all try to capture their energy and enthusiasm. Blogging will not necessarily solve all your marketing problems, but properly used as they suggest, blogs can have a positive impact on your company. It can be fun, too. |
Steve Rubel (MSL quote), USA
<2007-06-05 00:00>
Naked Conversations is the definitive how-to book on business blogging. Unlike other blogging books that focus on theory or the technology nuts and bolts behind it, Naked addresses the culutre. More importantly, they tell you how many businesses large and small have become part of it. I highly recommend reading it and then going out and reading as many blogs as you can so you can build on what they teach with real-time learning. |
J Nork (MSL quote), USA
<2007-06-05 00:00>
This book is a wonderful exploration of the world of blogging. This isn't a book that tells you 'how to blog' but instead gives you cocreate examples of 'why to blog'.
The authors talk about how blogs are a wonderful way to carry on a conversation with your customers and build relationships. They describe in detail how blogging can give you the opportunity to boost your credibility in a world that is becoming more and more cynical of traditional marketing and PR tactics. |
Brad Shorr (MSL quote), USA
<2007-06-05 00:00>
Fascinating book. Scoble practically invented blogging, and both authors are totally immersed in it. They know the bloggers, the technology, the history, and the culture. They don't know the future, but they make some pretty good predictions.
This book blew me away on several levels. Being new to blogging, I found their practical advice very helpful, if not indispensable. As an history hobbyist, I enjoyed their account of how blogging was born and eventually exploded in popularity. As a marketing and business consultant, I was fascinated to see how blogging is revolutionizing corporate communication and opening up opportunities for businesses of literally any size.
The book is not overly technical. I would highly recommend it to any business leader, whether he/she is interested in blogging or not, because blogs are going to change the communication rules for business. |
View all 6 comments |
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