rokelle's Xanga

Naked Conversation (Pg208-232)

Wed, 23 May 2007 12:18:48 GMT

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.

Naked Conversation (Pg149-208)

Wed, 23 May 2007 12:17:30 GMT

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)

Wed, 23 May 2007 12:16:09 GMT

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)

Wed, 23 May 2007 12:14:08 GMT

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)

Wed, 23 May 2007 12:13:29 GMT

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!

cluetrain Manifesto (chapter 6,7)

Wed, 23 May 2007 12:12:08 GMT

Chapter 6 summarizes the ideas made previously and provided questions on the future of the Web. “ Will the Web become a broadcast medium? Will it become TV? That’s vitally interesting to media titans who see the Web as a threat to how they make money.” This book was published 1999, the web had not been used extensively for various media then. But now the web is able to gather all kinds of media out there. we are able to download the news, Tv shows, movies, magazines, books and listen to radio through the Web. Chapter 7 concludes the book by saying that the technology revolution has begun. We should start to change the old way of doing things. Internet has opened so many new doors for the world. We must start to participate in the newfound global web community.

Cluetrain Manifesto (chapter 3-5)

Wed, 23 May 2007 12:10:50 GMT

Chapter 3 to 5 discusses the individuals participate on the web with e-mail, mailing lists, newsgroups, chat rooms, and personal Web pages. These web-based communications are already breaking down the barriers among customers, and between business and customers. No marketing medium can convey messages better than trusted feedbacks. Adaptation to the web is becoming the most important communication channel for companies today. Without the ability and willingness to engage honest conversation with potential and existing customer, business risk being excluding from the market place. The information and knowledge contained in these conversations gain credibility as more and more people join. This can also make attempts to dominate this conversation with targeted message from the company impossible. True and reliable product information can be provided when the market talks. The conversation also helps companies to find out what people really think about their products and what should be improved. On the other hand, the on going conversation appears within the business too. Employees work and interact with who ever they need through the hyperlink.

The Cluetrain Manifesto 1

Tue, 22 May 2007 21:59:56 GMT

The Cluetrain Manifesto is a set of 95 thesis that describe how business will be done on the Internet in the future.This book tells how the Internet has and will continue to change not only the world around us, but the business world. It introduced different perspectives on the benifits of the internet. "What if the real attraction of the Internet is not its cutting-edge bells and whistles, its jazzy interface or any of the advanced technology that underlies its pipes and wires? What if the attraction is an atavistic throwback to the prehistoric human fascination with telling tales?" I buy the argument that the Internet is popular because it allows people to have presences and interactions. The authors make a convincing statement that markets of today are all about relationship-building. Customers don’t just want buy a product. They want to hear and to be heard; especially if the product or service falls below their expectations.

Thursday, March 09, 2006

Thu, 09 Mar 2006 23:50:44 GMT

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