Naked Conversations

Beschreibung

From the creator of the number one business blog comes apowerful exploration of how, and why, businesses had better beblogging: Naked Conversations. According to experts Robert Scoble and Shel Israel, blogs offerbusinesses something that has long been lacking in theircommunication with customers -- meaningful dialogue. Devoid ofcorporate-speak and empty promises, business blogs can humanizecommunication, bringing companies and their constituencies togetherin a way that improves both image and bottom line. The authors use more than 50 case histories to explain whyblogging is an efficient and credible method of businesscommunication. You'll find yourself excited about the possibilitiesblogs present after reading just a few pages. Discover how: * Prominent business leaders, including Mark Cuban of the DallasMavericks, Bob Lutz from General Motors, and Jonathan Schwartz ofSun Microsystems, are beginning to use blogs to connect with theircustomers in new ways. * Blogging has changed the rules of communication andcompetition. * You can launch an effective blogging strategy and the reasonswhy you should. Featuring a foreword by Tom Peters, this is a resource you and yourbusiness can't do without.

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Robert Scoble

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Blog Business & Management Marketing Strategic Marketing Strategisches Marketing Wirtschaft u. Management

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Scoble, a video blogger for Microsoft, and technology guru Israelhave put together a bible for business bloggers. Drawn from theirown experiences, as well as from numerous comments posted to theirblog (http://redcouch.typepad.com/), they have produced a book withthe conversational style of blogs. Starting with a brief history of-Word-of-Mouth- products such as the ICQ global instant messagingservice and web browser Firefox, and placing blogging firmly inthis context, they state that blogs are -Word-of-Mouth onSteroids.- Included are interviews with company bloggers from thetechnology industry, of course, but also from various otherbusinesses. Scoble and Israel outline the right and the wrong waysto blog in a business context (e.g., don't say anything youwouldn't say directly to a client or the company VP) and providebasic advice on blogging generally and on related emergingtechnologies. The key points of the book are that blogs are betterthan traditional one-way marketing because they allow instanttwo-way communication with customers, developing a loyaltyunmatched by other marketing endeavors. In fact, if a businessdoesn't blog, its customers will abandon that company in favor ofone that does. This book should be in all public libraries andacademic business collections.--Robert Harbison, WesternKentucky Univ. Lib., Bowling Green (Library Journal, January15, 2006) For the past five years, Microsoft employee Scoble hasmaintained one of the most popular blogs on the Internet. Mixingpersonal notes with passionate, often-controversial commentary ontechnology and business, his blog is "naked"--i.e., notfiltered through his employer's marketing or public relationsdepartment--a key part of its appeal. In this breezy book,Scoble and coauthor Israel argue that every business can benefitfrom smart "naked" blogging, whether the company's a smalltownplumbing operation or a multinational fashion house. "If you ignorethe blogosphere... you won't know what people are sayingabout you," they write. "You can't learn from them, and they won'tcome to see you as a sincere human who cares about your businessand its reputation." To bolster their argument, Scoble and Israelhave assembled an enormous amount of information about blogging:from history and theory to comparisons among countries andindustries. They also lay out the dos and don'ts of the medium andinclude extensive statistics, dozens of case studies and severalinterviews with famous bloggers. They consider the darker aspectsof blogging as well--including the possibility of gettingfired by an unsympathetic employer. For companies that have alreadyembraced blogging, this book is an essential guide to bestpractice. (Feb.) (Publishers Weekly, December 5,2005)
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