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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Robert Scoble and Shel Israel's book: "Naked Conversations: How Blogs Are Changing the Way Businesses Talk with Customers".
This complete summary of the ideas from Robert Scoble and Shel Israel's book "Naked Conversations" shows how blogs changed from being quirky entities for exhibitionists to crossing over into the broader business community. "Blogging" is becoming an extremely effective form of two-way communication between companies and their customers. In their book, the authors explain how blogs make customers feel that they are getting inside information about what's happening inside the corporation. This summary demonstrates how running a blog can prompt conversation between you and your customer and how you can reach out to new customers.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your knowledge
To learn more, read "Naked Conversations" and discover how you can use blogging as a powerful communications tool between you and your customers.
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Seitenzahl: 43
Veröffentlichungsjahr: 2014
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Book PresentationNaked Conversations by Robert Scoble and Shel Israel
Book Abstract
About the Author
Important Note About This Ebook
Summary of Naked Conversations (Robert Scoble and Shel Israel)
1. Blogging 101 – The Basic Principles of Blogging For Businesses
2. The Current State of Play – How Companies Are Already Using Blogging
3. Hints and Suggestions – How to Do Blogs Right and How to Avoid the Pitfalls
4. The Bigger Picture – What is the Future of Blogging for Business?
Book PresentationNaked Conversations by Robert Scoble and Shel Israel
Book Abstract
MAIN IDEA
When Web based logs (abbreviated as “blogs”) first started appearing, most people considered them to be quirky entities for people with exhibitionist tendencies. At first, blogs seemed to appeal to the lunatic fringe of people who wanted a personal soapbox from which they could put forward their view of the world. Then a funny thing happened. Blogs crossed over from the conspiracy theorists into the broader business community and consumers have taken to this informal channel of business communication with a passion rarely before witnessed.
In particular, keeping a blog (abbreviated as “blogging”) is fast becoming an extremely effective form of two-way communication between companies and their customers. The appeal of blogging to a customer is obvious – they feel like they are getting inside information about what’s happening from someone who really knows what’s going on inside the corporation. That’s highly alluring and fun for customers to be part of. Customers also love the fact they’re interacting with a real person who makes mistakes and occasionally misspells things rather than someone who reads from a perfect script prepared by the company’s PR department. Many consumers are sick to death of hearing automated voice-mail telling them their call is important but cannot be answered right at the moment. Blogging is the antidote to that because it provides direct human contact and interaction.
From your company’s point-of-view, running a blog enables you to engage in a candid two-way conversation with your customers and potential customers. You can find out what people are actually thinking rather than relying on focus groups or other artificial means. Even better, search engines like Google and others rank business blogs higher than ordinary Web sites. That means if you have a business blog with frequent entries and multiple feedback postings, you can often move your ranking well above that of your competitors. This is quite possibly one of the best kept secrets of using search engines to best advantage.
It seems very likely that business blogs are here to stay, and therefore it’s a good idea to work out now how best to adapt this conversational tool to meet your needs. This will pay far better dividends than hoping blogs fade away into the night. What form business blogs will actually take ten years from now still remains to be seen but there is little doubt blogging’s conversational capabilities will never become antiquated. Blogs decentralize corporate communications and wrestle control away from those who have historically controlled it. In and of itself, that can’t be a bad thing.
“Our passionate advice is that the time to join the conversation is now. The barriers to entry are minuscule, the benefits great, and blogging just happens to be fun. Enjoy. Come to our blogsite (www.nakedconversations.com) and tell us what you think. We’re always up for a good conversation.”
– Robert Scoble and Shel Israel
About the Author
ROBERT SCOBLE assists with the running of Microsoft’s Channel 9 Web site. Mr. Scoble’s personal blog site,www.scobleizer.com, was begun in 2000 and now has more than 3.5 million readers every year. Robert Scoble has earned acclaim in Fortune magazine, Fast Company and The Economist for his work on business blogging.
SHEL ISRAEL has been involved in the introduction of some of technology’s most successful products including Microsoft PowerPoint, FileMaker and Sun Microsystems workstations. He has been involved in commercializing new innovations for more than twenty years.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Naked Conversations (Robert Scoble and Shel Israel)
1. Blogging 101 – The Basic Principles of Blogging For Businesses
In simple terms, a blog is a Web site where you can put information and the reader can post feedback for everyone else to see. It is a simplified Web site which consists of a series of entries and conversations. Blogs enable a business and its customers to engage in informal conversations about whatever topics are of interest. These conversations build trust because customers can interact with real live people rather than being fed the smooth-and-refined sound bites of the official corporate spokesperson.
How are blogs structured?
While there are no absolutes, most blogs are set up as simple Web sites where stuff can be posted on an ongoing basis. Most blogs are reverse-chronological – the most recent entries are placed at the top, which means earlier entries get progressively moved down the page and then archived when thought appropriate.
