Josh Bernoff on why traditional marketing and social media marketing are at odds with one another:
The problem is simple. Marketers don’t understand channels where you have to talk and listen at the same time. Like one of those maddening not-full-duplex speakerphones where you can’t interrupt somebody, this is what drives customers nuts. Think about it. None of those talking channels allows a response. None of those listening channels encourages actual feedback from the company.
The marketing industry’s idea of a two-way communication is to put an 800 number or a web address in an ad and take orders.
Like any shift in thinking, it’s already started with motivated individuals who wish to make a difference. It’s only a matter of time before this kind of thinking begins to permeate the culture of successful organizations.
Michael Hyatt on why people in traditional publishing need to be blogging (transcribed from the embedded video):
…People get stuck right here. Because they think: ‘Okay; Do I want to start a corporate blog or do I want to start a personal blog?’ And we’ve all seen those personal blogs where it’s just—you know—somebody’s diary, and it’s boring, and it’s not that interesting, and we’ve all seen the corporate sites, where it’s nothing but a stream of PR announcements. You know, I don’t think either one of those will garner a lot of traffic, and I think fundamentally it’s a false dichotomy. I think the best corporate blogs are blogs that are personalized—that are about the individuals in the company that are writing the blog.
We are a nation—maybe a world—of voyeurs. Reality TV is still very popular. People want an inside look at how you think, what you have to say, how your company operates. And the great thing about publishing is it’s very mysterious. I get emails all the time from people who—they can’t fathom how a book makes its way to the market […] but they just don’t know what the process is. They’re mystified by it. And for you to peel back the curtain a little bit in a blog and give people an inside look at your company connects them to your company. And an inside look at your own life connects them to you.
He goes on to list twelve reasons why publishers should be blogging. I think you should watch the video to receive the context and to hear the rest of the talk, because it’s really good. I’ll place a summary of the twelve reasons behind the cut below.
In his post linked above, he entreats other publishers to attend the O’Reilly Tools of Change for Publishing conference next year (where this talk was taped):
I also one of two traditional publishers who participated in the “CEO Panel.” (The other one was Tim O’Reilly himself.) Surprisingly, I did not see any other CEOs from traditional publishers in attendance. Perhaps I just missed them. Perhaps they sent people to attend. Frankly, I think they need to attend themselves. This is not something you can afford to delegate.
If you are a traditional publisher, you need to be there next year. The world is changing fast. This is the only conference I know of that is totally dedicated to exploring the future of publishing.
I hope this conference gains steam over time. The list of presentations was staggeringly interesting. I plan on watching a handful of the other presentations over the weekend. You can find them at toccon.blip.tv.
Michael Hyatt tells a story of meeting with another publishing CEO regarding blogging:
He asked, “How do I get started blogging?” My heart lept (sic). I knew he would have an instant audience. I, for one, would love to read what he had to say. I imagined all kinds of things I could learn from him.
Then he dashed my hopes. “Who do you use to ghost write your blog?” he asked.“Excuse me?” I choked.
“I mean, who do you use to write your blog? Could I possibly hire him or could you recommend someone that is really good?”
Honestly, I couldn’t believe what I was hearing. The guy obviously did not get it. I blurted out, “I don’t use a ghost writer. I write every word myself.”
He then said, “Oh, I couldn’t possibly do that. I don’t have the time.”
Without thinking, I said, “Then you shouldn’t do it at all.”
The worst thing you can do with blogging or Twitter or social networking of any kind is to set it up and then make someone else do all the work for you (the second-worst is to begin something and then let it lay fallow). Engaging with people on the Internet and within social media spheres is about making personal connections, not about being a company mouthpiece. Read through Mike’s quote up above: he recounts his anticipation of another CEO from a large publisher actively blogging about what he finds interesting and what he can share about the industry and his unique position.
He’s then very disappointed at the impersonality of his peer’s request. Why? Because he was looking to make a connection. To learn and grow within the industry by reading what someone else has to say—and to engage in conversation.