Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers

Bill Gates on Robert Scoble:
"You are letting people have a sense of the people here. You′re building a connection. People feel more a part of this. Maybe they′ll tell us how we can better improve our products."
"Scoble and Israel really understand the issues of corporate blogging well. They discuss why it′s important for businesses of all sizes to engage in this new form of communication with their customers and of course, the danger of not participating."
—Michael Gartenberg, Vice President & Research Director, Jupiter Research
"Naked Conversations...covers the bases with real–world examples and insights for anyone who might have a stake in communicating, or conversing, in an era in which subjects can be exposed and laid bare at Internet scale, and participation and honesty rather than obfuscation and subterfuge hopefully prevail."
—Dan Farber, Editor in Chief, ZDNET
Whatever happened to honesty in business?
That′s what your clients and customers are asking, even if your company′s integrity is above reproach. Because, for decades, corporations have talked at their customers and called it communication. Now comes the blog—and an opportunity for your company to talk with customers and let then talk back. Using more than fifty interviews with people at all levels in all types of businesses, these experts demonstrate in a fresh and thought–provoking way how blog can repair corporate image and rebuild lost trust. And they show you how to do it right.
Can your organization afford not to blog? Read this book and then decide.
"Biz Blogging...WORKS. It is of...MONUMENTAL IMPORTANCE"
—From the Foreword by Tom Peters, author of In Search of Excellence

Spis treści:
Foreword.
Introduction: Of Bloggers and Blacksmiths.
I. What’s Happening.
1. Souls of the Borg.
2. Everything Never Changes.
3. Word of Mouth on Steroids.
4. Direct Access.
5. Little Companies, Long Reach.
6. Consultants Who Get It.
7. Survival of the Publicists.
8. Blogs and National Cultures.
9. Thorns in the Roses.
II. Blogging Wrong & Right.
10. Doing It Wrong.
11. Doing It Right.
12. How to Not Get Dooced.
13. Blogging in a Crisis.
III. The Big Picture.
14. Emerging Technology.
15. The Conversational Era.
Acknowledgments.
Name Index.
Subject Index. 

Nota biograficzna:
Robert Scoble is Microsoft′s best known blogger, with over 3.5 million visitors to his main blogsite annually. By day, as a "technical evangelist" (a marketing position) he helps run Microsoft′s Channel 9 website and can be seen with his camcorder taping interviews and getting people inside looks at Microsoft′s people and technology. He started blogging in 2000 and within a few weeks, he was invited to Steve Wozniak′s Super Bowl party.
Shel Israel has been consulting for over 20 years. He has played a key strategic role in introducing some of technology’s most enduring products including: SoundBlaster, PowerPoint, Filemaker, MapInfo and Sun Microsystems workstations and more. He is editor–in–chief of Conferenza Premium Reports.

Okładka tylna:
Bill Gates on Robert Scoble:
"You are letting people have a sense of the people here. You′re building a connection. People feel more a part of this. Maybe they′ll tell us how we can better improve our products."
"Scoble and Israel really understand the issues of corporate blogging well. They discuss why it′s important for businesses of all sizes to engage in this new form of communication with their customers and of course, the danger of not participating."
—Michael Gartenberg, Vice President & Research Director, Jupiter Research"Naked Conversations...covers the bases with real–world examples and insights for anyone who might have a stake in communicating, or conversing, in an era in which subjects can be exposed and laid bare at Internet scale, and participation and honesty rather than obfuscation and subterfuge hopefully prevail."
—Dan Farber, Editor in Chief, ZDNET
Whatever happened to honesty in business?
That′s what your clients and customers are asking, even if your company′s integrity is above reproach. Because, for decades, corporations have talked at their customers and called it communication. Now comes the blog—and an opportunity for your company to talk with customers and let then talk back. Using more than fifty interviews with people at all levels in all types of businesses, these experts demonstrate in a fresh and thought–provoking way how blog can repair corporate image and rebuild lost trust. And they show you how to do it right.
Can your organization afford not to blog? Read this book and then decide.
"Biz Blogging...WORKS. It is of...MONUMENTAL IMPORTANCE"
—From the Foreword by Tom Peters, author of In Search of Excellence