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Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers Hardcover – January, 2006
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About the Authors:
Robert Scoble helps run Microsofts Channel 9 Web site. He began his blog in 2000 and now has more than 3.5 million readers every year. Scobles blog has earned acclaim in Fortune magazine, Fast Company, and The Economist.
Shel Israel played a key strategic role in introducing some of technologys most successful products, including PowerPoint, FileMaker, and Sun Microsystems workstations.Hes been an expert on innovation for more than twenty years.
An Excerpt from Naked Conversations:
Bloggings's Six Pillars: There are six key differences between blogging and any other communications channel. You can find any of them elsewhere. These are the Six Pillars of Blogging:
1.Publishable.Anyone can publish a blog.You can do it cheaply and post often. Each posting is instantly available worldwide.
2.Findable. Through search engines, people will find blogs by subject, by author, or both. The more you post, the more findable you become.
3.Social. The blogosphere is one big conversation. Interesting topical conversations move from site to site, linking to each other. Through blogs, people with shared interests build relationships unrestricted by geographic borders.
4.Viral. Information often spreads faster through blogs than via a newsservice. No form of viral marketing matches the speed and efficiency of a blog.
5.Syndicatable. By clicking on an icon, you can get free "home delivery" of RSS- enabled blogs into your e-mail software. RSS lets you know when a blog you subscribe to is updated, saving you search time. This process is considerably more efficient than the last- generation method of visiting one page of one web site at a time looking for changes.
6.Linkable. Because each blog can link to all others, every blogger has access to the tens of millions of people who visit the blogosphere every day.
You can find each of these elements elsewhere. None is, in itself, all that remarkable. But in final assembly, they are the benefits of the most powerful two-way Internet communications tool so far developed.Other Blogging Books
Blogging For Dummies
Buzz Marketing with Blogs For Dummies
Publishing a Blog with Blogger
From Publishers Weekly
For the past five years, Microsoft employee Scoble has maintained one of the most popular blogs on the Internet. Mixing personal notes with passionate, often-controversial commentary on technology and business, his blog is "naked"—i.e., not filtered through his employer's marketing or public relations department—a key part of its appeal. In this breezy book, Scoble and coauthor Israel argue that every business can benefit from smart "naked" blogging, whether the company's a smalltown plumbing operation or a multinational fashion house. "If you ignore the blogosphere... you won't know what people are saying about you," they write. "You can't learn from them, and they won't come to see you as a sincere human who cares about your business and its reputation." To bolster their argument, Scoble and Israel have assembled an enormous amount of information about blogging: from history and theory to comparisons among countries and industries. They also lay out the dos and don'ts of the medium and include extensive statistics, dozens of case studies and several interviews with famous bloggers. They consider the darker aspects of blogging as well—including the possibility of getting fired by an unsympathetic employer. For companies that have already embraced blogging, this book is an essential guide to best practice. (Feb.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Top customer reviews
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However, the authors make a great case for blogs and showcase their power in crisis management, recruiting, and customer support and evangelism. Companies that capitalized on this trend (Microsoft, L'Oreal) came out as big winners, and companies which failed to do so (Kensington, Google) have looming PR crises. Blogs can be instrumental in two-way marketing, and in today's world of 'citizen journalism' they can make for great customer evangelism tools, or if you're not careful, a public bashing from online and offline press. As the authors point out, people are more polite when they know you are listening. The PR folks, the marketing consultants, and mom-and-pop shops stand to benefit from ideas described in this book.
Blogs may not be revolutionary after all, but without a doubt, they add to the repertoire of marketing and PR strategies. Blogs are word-of-mouth on steroids; blogs can make or break your company in a span of several hours, and you better figure out what you're going to do about it before it's too late.
I've been marketing on the internet for about 5 years and I was given the advice, "Give your best stuff away for free." That advice was counter-intuitive and it took a while to wrap my head around it. Naked Conversations has shed new light on that advice.
Direct marketing still works. 2 out of every 100 people will always buy from you on the first meeting. Permission marketing gives people a chance to trust you by developing a relationship before they make a decision. But many of today's permission marketing strategies are still monologues. Naked Conversations demonstrates how an authentic dialogue is the best way to develop a business.
I'm hooked :)
Author, "Trust is Everything: Become the leader others will follow"
From a technicians point of view, I also enjoyed the book. I enjoy any book that makes me think. This book made me think of other ways blogs would be valuable to the business and IT "inherit friction." Because of this book, I'm testing my theory.
I LOVE BOOKS THAT SPARK IDEAS! Read this book and have your own spark initiated.
As Scoble himself emphasized during a keynote address hosted by IT@Cork, Fortune 500 businesses now use blogs to connect to customers in new ways. "Naked Conversations" takes Scoble's keynote address to a conversational level and explains how blogging has changed the rules of communication and competition. Several chapters explain the tools needed to launch an effective blogging strategy and the reasons why management should endorse this effective channel to market.
This is a good read, chock-full of anecdotes (erm, case studies) that make the 288 pages flip by during all the advertisements embedded in one evening's television watching.
Recommended with or without the TV distractions.
Great book - I'm recommending to friends.
Received quickly & in great condition.