By Robert Scoble
From the author of the #1 company weblog comes a robust exploration of ways, and why, companies had higher be running a blog: bare Conversations.According to specialists Robert Scoble and Shel Israel, blogs provide companies anything that has lengthy been missing of their conversation with shoppers -- significant discussion. with out corporate-speak and empty gives you, company blogs can humanize conversation, bringing businesses and their constituencies jointly in a manner that improves either photo and backside line.The authors use greater than 50 case histories to give an explanation for why running a blog is a good and credible approach to enterprise conversation. you will find your self fascinated by the probabilities blogs current after analyzing quite a few pages. notice how:Prominent company leaders, together with Mark Cuban of the Dallas Mavericks, Bob Lutz from basic automobiles, and Jonathan Schwartz of sunlight Microsystems, are starting to use blogs to connect to their shoppers in new ways.Blogging has replaced the foundations of conversation and competition.You can release an efficient running a blog approach and the explanations why you should.Featuring a foreword via Tom Peters, this can be a source you and your corporation cannot do with out.
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Extra info for Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers
The total marketing expenditure, amortized over time, was near zero. ICQ’s founders had printed a brochure but never used it. They sponsored a tech conference speaker, but only because Yossi liked the guy. They never hired or contracted a marketing employee, never launched a PR program, never even sent out a press release. Instead, they used a series of creative, lowcost tactics to ignite enthusiastic conversations. For example, whenever a new IM software version was ready, they’d contact 1,000 randomly selected users, giving them each the same “secret password,” and urging each to reveal it only to their two best friends.
For example, one week he’d proclaim an effort to attract college students. All he had to do was announce the campaign; the readers would do the rest, resulting in thousands, and eventually millions, of new downloads. “Most campaigns were wildly successful,” recalled Ross, now attending Stanford University and co-launching a new startup. ” Firefox reached the 25 million mark six times faster than ICQ. Then it shattered its own record by aggregating another 25 million downloads in half the time, using nothing but word of mouth enhanced by Internet technologies.
At PDC, there had been a human connection. Microsoft employees saw and heard the customers as more than just statistics, and customers saw Microsoft representatives as real people. qxd 11/29/05 5:54 PM Page 15 Souls of the Borg change. What Microsoft needed, Pryor realized, was some form of open channel that would humanize Microsoft, a daunting challenge if ever there was one. Maybe, Pryor thought, he could create a form of reality TV inside Microsoft that he could distribute to people using the Internet.
Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers by Robert Scoble