Version 2/28/06
These notes are from the book: Naked Conversations: Scoble and Israel
Class
Support Material: Hackers, Hits and Chats

Souls of the Borg

Making Microsoft more 'human'.
Google: Evil Empire + Microsoft: yields 181,000 results.
Google: Microsoft sucks

How has blogging aided in shifting the perception ?

Cluetrain Manifesto: Markets are conversations ...

Channel 9

Scobleizer

Blogging versus e-mail and traditional web-site. What advantages does blogging have over these more tradional communications tools ?

p13. Tony Perkins: "Gates knows that the referral power of the blogosphere is also exploding, and marketing and PR executives must embrace this reality or risk losing control of their messages"

p 17. Vic Gundotra: increasing transparency "is not high risk unless you have something to hide".

Channel 9 uses wikis with RSS to allow product teams to collaborate with customers.

Everything Never Changes

History of blogging

Rationale for blogging includes:

• Media checks and balances

• Business join conversations to build trust and humanize the company.

• Lower cost communications channel.

Six pillars:

1. Publishable
2. Findable
3. Social
4. Viral
5. Syndicatable
6. Linkable

Google juice.

Word of Mouth on Steroids

Interruption marketing (TV commercials, tele sales, spam) versus Word of Mouth Marketing (WOMM).

Explosion of:

• ICQ
• Skype
• Firefox
• Google

What are the common attributes of the above 'success' stories ?

What are the critical elements necessary for a successful WOMM program ?

Direct Access

Compare the following company approaches to blogging and what role does each blog play for its company:

• Microsoft (chp 1)
• GM GM FastLane
• Sun JonathanSchwartz Weblog
• Dallas Mavericks BlogMaverick