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| Naked Conversation (Pg208-232)The final chapter “ The big picture” concludes all the central concepts discussed throughout the book. In “Emerging Technology,” the authors talked about some new web technology developments, which have increasing popularity. For example, RSS feed and pod casting. RSS feed made web tracing quick and easy. “Almost any content page on the Web can be RSS-enabled, and more of them are doing so every day.” Podcasting as a new type of online media delivery allows people to publish selected audio files via the internet and allow the users to subscribe via an RSS feed to automatically receive new files. Podcasting lets you create your own syndicated online video or audio program, with content of your choice. Podcast advertising is immerging as we speak. It isn't complicated and offers numerous benefits. It’s a powerful tool to reach and engage target audiences. Over all, I enjoyed the reading. It’s necessary and beneficial for us to know about new trends and development In our technology driving society.
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| Naked Conversation (Pg149-208)In chapter 10, the authors provided examples of what not to do. Honesty is the most important ingredient. Fictional characters, Persuasive marketing messages should not be included in a blog. We don’t want the customers view the blog as another traditional advertising media which are “made by extremely smart people trying to manipulate the consumer into behaving a certain way, for the selfish benefit.” Company blogs should be built upon trust and truth. More importantly the blogosphere supports those who listen and change. if you are doing it wrong, the audience will tell you how to do it right and if you listen, your blog will probably accomplish the original goals. Silence can cause major damage to the company to. Never ignore “legitimate complaints and concerns”. Always stay connected and interact with the market on time. Chapter 11 offers tips and suggestions on how to blog the right way. It dedicated to help people understand the key elements of blogging. It also contains many little details on how to build and improve your blog. Chapter 12 tells us what we should be careful “not to get dooced.” “ Mark Jen lasted just two weeks as a Google employee. His blogging pushed Google’s corporate culture too hard and they sacked him for it.” One of the danger zones is not matching up with the companies PR image. | | |
| Naked Conversation (Pg99-146)In this part of reading. Scoble and Israel discussed about the lack of trust we have in PR consultants. How they help companies to deceive the public and how they’re ranked lower than lawyers when it comes down to credibility. Bloggers are trustworthier than PR professionals. Compare it with a press release, which is often formally written and edited, blogs provide you with a casual form of discussion. Blogs reveal real people’s experiences on using real products, share the issues of real problems and get actual customers to inform the company on what they want in the product. The customers often have better ideas than the company’s marketing teams. Blogs let the company listen and discuss with these people in order to gain or retain customers. Press releases try to persuade by boasting or sugarcoating. Blogs are credible, press releases are not. The book also provided a few examples of how blogging helped many companies to succeed. Although I agree with Scoble and Israel that PR consultants aren’t the best sources for the whole truth, I also think that we can’t automatically trust all bloggers. Not all bloggers are truthful or have good intentions. I think the information provided by a blog is only trustworthy and credible when large amounts of bloggers state similar opinions on same issues. We should always judge the material before trusting it. | | |
| Naked Conversation (part 2)Through the second part of the reading, Naked Conversations gives more examples of companies blog with their customers, and gaining benefits that they never thought they’d have. Tony Bloomberg, founder and president of Bloomberg Marketing says that “marketers will also develop short-term blogs that only run the length of a campaign.” People use blogging as a tool to tell the world their thoughts. Marketers can use it as a tool to promote their product or services. Although Blogging is a great tool to communicate, it can fool you at the same time. Through blogging anyone can post opinions or advices online. Bloggers are also completely exposed to the world. We should be careful about what we read and post online. | | |
| Naked Conversation (part 1)The Naked Conversation starts with a foreword from Tom Peters to show why blogging is an efficient way for businesses to communicate with customers. The authors showed examples of how blogging has helped Microsoft in a variety of ways. The book states that the general public is beginning to reject traditional marketing media. Commercials, press conferences, press releases are all being replaced by the idea of an ongoing conversation with a company’s customer base. Rather than telling the public how something is. businesses are beginning to realize the public wants the truth.People do not trust companies, and even children understand that commercials are mostly over-exaggerated lies. Blogging is the next big thing!
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