Shel Israel and Robert Scoble at New Communications Forum

Robert Scoble and Shel Israel, the authors of Naked Conversations, closed out the New Communications Forum speaking about, well, about blogging and how it's changing communications.

Scoble and Israel are talking about how lists do not matter much, but what does matter is the viral aspect of blogs and social networks. If you like to fly kites, and want to blog about kites, blog about kites - it does not matter if you have five readers that enjoy your blog, they still are enjoying your blog. To be successful, you don't need 1000's of readers, but to just have passion ... and it will still be viral.

Another interesting point that came up, though, was that marketing is moving from mass, to a mass micro-marketing. With all the research we have, companies know what the customer wants, but it is about delivering the products. It's about knowing what the customer wants geographically, and then able to provide the right product to the right places.

The closing line was: What happens after listening?

Well, what does happen after the listening? I am sure that many, many corporations are out there listening to the conversations on blogs and forums, but is that enough any more? Not really - if you are not taking part in the conversation, what good is the listening? And, on the flip side, if all you are doing is talking and not listening - eg, have no comments, not responding to comments, not taking criticisms well - well, that's just as bad, if not worse.

One other thing that is interesting is that there is this talk that reaching out to bloggers is not PR ... um, so what is it? If Foldera speaks to Robert Scoble or Michael Arrington, isn't that still public relations? If not, what is it....

So, what's next? Is it all about blogs? No, it's about conversations.



  1. Yes, it is about being involved in the conversation -- for many companies.

    But, not all companies should (right now) have a deep interest in the blogosphere and online forums. It all depends on their customers, prospects and key influencers.

    For now, some companies -- in some B2B markets and locals/B2C -- should focus on more traditional marcomm.

    Yes, most -- B2C, B2B and even locals -- should be aware of blogs in their economic and geographical markets. And, be involved.

    However, like most new technologies and all of the communications options out there, companies have to choose what is most effective for them (i.e., how to reach their customers), based on their budget.

    That ugly budget phantom always comes into play.
    -- Mike

  2. I'm glad that the number of blog-phobes out there seem to be on the decline, however I agree with Micheal that it is not always the best method of communication.

    However blogging is also time consuming and more often than not requires some research, and so the budget goes up. But blogging is also largely free (unless you want something outragous). surely any budget can stretch to 'free'?

  3. What's "Foldera?"

  4. Jeremy,

    Thanks for a good summary of ur wrap up talk. Robert should have said TRADITIONAL PR--press releases, tours, smile and dial tactics etc.

    Joel--Foldera is a way of managing and collaborating your stuff in folders online. The best description so far, IMHO is by Mike Arrington :

  5. In two words Stock Promoting