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Friday, March 03, 2006
Scoble and Israel wrap up the New Communications Forum
”Naked Conversations co-authors Robert Scoble and Shel Israel (the other Shel; he was born first, which I guess means he’s the Shel #1) handled keynote duties at the final luncheon at the New Communications Forum. Notes follow:
Shel
At BlogOn, there were pockets of people—bloggers (there to preach the gospel to the unwashed masses), traditional corporate communicators who were dealing with us with horror and hostility.
Have heard struggles with numbers and quantification. Larry Weber told story at Syndicate conference that every time something is screwed up at a corporation, they create a “C"-level position (CMO, CTO, etc.). All really need to know is, “What does the customer want?” The reason all this is important—conversations, relationships, all covered at this conference—corporations in current environment need to listen more to the customer and let the customer decide more.
Robert woke up this morning with a unique idea:
Robert
At Search Engine Strategies, people trying to figure out how to use blogs to gain Google visibility. Member of HotMail team told him that teams that suck are the ones that never answer email or come talk. The ones that rock are the ones that share what they’re doing and talk about what they’re doing. Those guys love their product. The people who don’t demonstrate that they don’t love their product.
That’s what blogging lets me do—it lets me share my love of something. Too much talk of getting rich off their blog. Who wants to be around someone for whom making money on their blog is what they love?
Word of mouth network has always been important. Remembering working in camera shop in Silicon Valley years ago, most sales were the result of word of mouth.
Audience participation
Tom Foremski feels he’s overwhelmed by the conversation, dubbed it “conversation overload: When do you stop having the conversation?”
Scoble reiterated: “I get 400 emails a day, but how much do I love my product?”
What’s the relationship between blogging and mass marketing? Robert notes Caldera launched by talking to a few bloggers, leading to tremendous requests for their services. Blogs can be the alternative to mass marketing.
Companies go through a progression. I’m aware of blogs. Next, I’m going to do a blog for PR purposes. The ultimate comes when a company gets it that they can have people deep in the company talking about building a transmission for a car and get feedback from a company.
Katie Paine said she has come to realize that to run her company successfully, her job is to blog, to engage her customer. Maybe she watches less TV or read less of the newspaper.
One participant noted that it’s not possible to look at mass marketing anymore without defining it as a large number of hyper-local markets. Shel says it’s important to know what the customer wants in various geographical locations and deliver it in order to make customers happier.
“Get a life” used to mean get off the computer. Now it means, “plug in and get connected with people.”
Scoble says he still subscribes to 847 blogs. Used to watch 1,300 every day; Memeorandum has made it easier. Now less frequently. But by reading, he learns about small things that happen in your life and lets him build relationships with you that are deeper than when you say something big that will be on Memorandum.
Technorati Tags: corporate blogging, newcomm forum