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Micaela Carter Presentation
- 1. Naked ConversationsBy: Robert Scoble and Shel Israel Presentation by: Micaela Carter 03/02/2010 PRCA 3711
- 2. Robert Scoble Began his blog in 2000 and now has more than 3.5 million readers every year.
- 3. ShelIsreal He’s been an expert on innovation for more than 20 years!
- 4. How blogs are changing the way businesses talk with customers…. Numbers speak. They indicate blogging is no fad, and its relevance to business cannot logically continue to be denied. According to David L. Sifry the number of blogs has been doubling about every five months since 2003.
- 5. Six Pillars of BLOGGING: Publishable Findable Linkable Social Syndicatable Viral
- 6. Word of Mouth on STERIODS Blogging enables companies to convert customers into word- championing evangelists a powerful mechanism for true believers to spread the word about what you do and why other people should believe in what you are doing. “Blogging is word of mouth on steroids.”- YossiVardi
- 7. Blogging lets you: 1. Join the conversation. 2. Feed the network.
- 8. Five SUCCESS tips: Blogging saves money but costs time. Talk, don’t sell. Post often and be interesting. You get smarter by listening to what people tell you. Write on issues you know and care about.
- 9. Is blogging MARKETING? “The technology will bring an ease and depth of global interaction that is definitely world-changing.” “Blog’s add one more tool to a marketer’s repertoire.” “Every marketing director I’ve ever met is looking for innovative ways to create stronger customer relationships.” “Blogs are excellent way to establish and promote through leadership.” TOBY BLOOMBERG
- 10. 3 Major TRENDS being driven by blogging: 1. Blogs are democratizing the media. 2. Blogs are driving corporate transparency, 3. Blogs are challenging traditional PR practices.
- 11. Blogs and National Cultures and their adoption to it… If a blogger has enough passion, the blog becomes the central place on the Internet for that topic.
- 12. China Dragging… Japan Rising… Some businesses are using blogs for customer relationship- building. Some small businesses are trying to use blogs to market their products and services.
- 13. The FUD Barrier Negative comments. Disclosing confidential information. No ROI. Loss of Message Control. Competitive Disadvantages. Too much time- So few in the audience. Employee Misbehavior.
- 14. When BAD blogs turn GOOD “Character blogs are all lame,” said Hugh MacLeod.
- 15. Doing it RIGHT! TOP 11 TIPS: What’s in a name? Search engine results Read a bunch of blogs before you start Keep it simple. Keep is focused. Demonstrate passion. Show your authority. Add comments. Be accessible. Tell a story. Be linky. Get out into the real world. Use your referrer log. “The trouble with doing something right the first time is that nobody appreciates how difficult it was.”- Walt West
- 16. What did I learn? What surprised me? I learned that companies are now changing the way they communicate and create customer relationships through blogging. In addition, blogging is just now beginning to open up so many more doors for opportunities among individuals and corporations, even though it has been around for quite some time now. One factor that really surprised me about blogging is how many people are actually involved and are doing it! I didn’t realize that some many people were into informal, yet interactive writing. I would recommend this book to anyone who is: Starting a blog. Reading others blogs. Wants to know more about blogs. How blogs came about? Who is writing and reading these? What not to do in a blog. What to do in blog.
- 17. About ME:Micaela Starr Carter mcarte15@georgiasouthern.edu micaelac329@gmail.com Twitter: Micaelac329 Blog: http://micaelacarter.wordpress.com/
Notas do Editor
- Scoble helps run Microsoft’s Channel 9 Web site.He has also earned acclaim in Fortune magazine, Fast Company, and The Economist.
- Played a key strategic role in introducing some of technology’s most successful products, including PowerPoint, FileMaker, and Sun Microsystems workstations.
- ¼ of all we users in the U.S. read blogs, this rate is increasing at the rate of 60% annually.Pg. 27- The most important aspect of the blog is that it is conversational.Blogs also humanize companies or at least the people who work inside of them.
- Pg. 28- Six Pillars of BloggingPublishable- anyone can publish a blogFindable- through search engines, people will find blogs by subject or authorSocial- the blogosphere is one big conversationViral- information often spreads faster through blogs than via a new serviceSyndicatable- by clicking on an icon, you can get free “home delivery” of RSS- enabled blogsLinkable- each blogger has access to millions of others.
- Pg. 33-Word of Mouth on SteroidsPg. 35- Blogging is a tool that lets you stay in touch with the whole world.Pg. 43- Blogging is the sex god of Information Age. While word of mouth has always been the most credible way to expand awareness and adoption, blogging fits into all this as the most powerful word- of –mouth delivery mechanism to date. “Blogging is word of mouth on steroids” YossiVardiPg. 44- blogging lets you listen to what people are saying about your product, company, or category and gives them the opportunity to respond. The result is that your business becomes connected to a new kind of smarter, more efficient word-of-mouth network.
- Pg. 44- blogging lets you listen to what people are saying about your product, company, or category and gives them the opportunity to respond. The result is that your business becomes connected to a new kind of smarter, more efficient word-of-mouth network.Blogging lets you: Join the conversation, Feed the network.Pg. 48- Blogging provides the first adequate toolset for enabling executives and businesspeople to get their messages out directly to their audiences and to hear back from them, something does not happen through the media or other relay mechanisms.Pg. 51- Fundamental rules for blogging about a subject: passion and authority.Pg. 60- a company that has an exec who blogs is going to be seen as more approachable and customers will want to buy more products.
- Pg. 78-80
- All of the quotes above come from Toby Bloomberg, founder of Bloomberg Marketing in Atlanta.Pg. 95- Bloomberg is convinced that blogging’s home in the corporate structure is the marketing department. Blogging is one of the best tools to accomplish that customer relationship. She predicts a rapid evolution of niche blog communities where blogs will feel like portals enhanced by additional social networking software to allow real-talk conversations.
- Pg. 112 – According to Mike Manual these are three trends being driven by blogging.
- Pg. 123- Companies understand the important of Google, but they don’t yet get how blogging fits in. Pg. 125- two barriers slowing adoption: small businesses often skating on this margin, mistakenly perceive that the cost of all things internet- related is high. Large corporations still “don’t get” the powerful benefits of blogs and continue to dismiss them as irrelevant online teen journals.
- Pg. 126- “ The blogosphere here is mostly for personal use.” –MaoPg. 127- Japan in contrast to China is experiencing a striking acceleration in both consumer and business blogging, particularly among women.
- Pg. 140- The term “FUD” was coined by Gene Amdahl. “FUD is the fear, uncertainty and doubt that IBM sales people instill in the minds of potential customers who might be considering Amdahl products.There has been a lot of FUD regarding blogs, enough to make the prudent manager cautious. The 7 above are one’s that are most heard of in corporate meetings.
- Pg. 152- Blogosphere calls a “character blog” is when blogs do wrong. Characters are used in advertising all the time.Claire played the role of a women who was aging. Captain Morgan Rum has a pirate that encourages young people to drink in moderation. pg. 156- Important lesson- if you are doing it wrong, the blogosphere will tell you how to do it right, and if you listen, your blog will probably fulfill your goals.
- Pg. 169