Research --> Listening e.g. DelMonte's I love my dog community-- wanted to hear what customers were saying -- package testing as well - Shey
Marketing --> Talking (2-way communication) e.g. Blendtec and blending the iPod -- $50 worth of materials = over 5,000,000 views on YouTube. Sales jumped by 20%. e.g. 2 = P&G BeingGirl.com -- getting customers to talk about uncomfortable subject (tampons) -- P&G says the community is 4x as effective reaching their market. e.g.3 Tivo joining an existing, vibrant community instead of creating their own. - Shey
Sales --> Energizing (getting your most passionate customers to do the selling for you) e.g. Brides.com = a MySpace microsite about being a Bride -- getting Brides and their friends involved. Countdown widget on Myspace page. Link from widget back to Brides.com microsite, easy to add. The people most passionate are selling the service. e.g3 -- ExpoTV uses reviews to energize customers. Some customers more technical than others, bargain hunters vs shopaholic -- ExpoTV lets you find like minded ppl - Shey
Support --> Supporting (support provided by your own customers) e.g. Dell community -- 1 member has 473,113 min, 22,508 posts -- saving Dell a chunk of change -- because he loves helping. e.g2. Best Buy - Blue Shirt Nation support front line workers -- employees talk to each other -- saving time by sharing info - Shey
Development --> Embracing (allowing customers to give their ideas) e.g. Starbucks - My Starbucks Idea. Community submits ideas and vote on them (Wi-Fi) -- they also get feedback on ideas they go through with. e.g.2 - French bank puts up suggestion box. Put up a few on the site to get feedback - Shey
ROI of executive blog - year 1 - total costs: 285K - total value: 353K - Shey
Dell Hell (re: Jeff Jarvis) and Dell laptop on fire. (caused 75% of all comments about Dell were negative) -- started blog resolution program. Complaints on blog were address much quicker than usual avenues - Shey
Dell eventually decided to join the conversation and improve their communication and image. Michael Dell gave it support -- managed to address flaming notebook. - Shey
Dell executives review and implement customer suggestions - IdeaStorm. Decided to ship Dells wit Linux based on feedback. - Shey
Dell also uses a blog to talk to investors - DellShares. - Shey
Overall Dell's customer contact has grown and 75% negative comments are now 50/50 and getting better. - Shey
Keys to sucess: Start with your customers. Choose and objective you can measure. Line up executive backing. Romance the naysayers. Start small, think big. - Shey
This was really cool Shey - thanks for doing it! - Hutch Carpenter
@Shey - awesome recap and an interesting use of friendfeed. - Rob Diana
thanks, no problem. I found it really informative - Shey
Very cool Shey! Thanks for the creative idea. I tried to take notes during yesterday's Scoble/FriendFeed video, but I only thought of it half-way through. - Mitchell Tsai
From post: "I have seen this vividly in my own life. I used to read three newspapers a day. I also never missed the local 11 o'clock news every night. I excelled at current events quizzes in school. No more. Since I started living in my feed reader, I became blissfully ignorant about the world, facing an ever-pressing need to stay current in my domain of expertise." - Hutch Carpenter
Speaking as a Renaissance Man: We have to adapt. Actively seek different inputs and interests, rather than assuming they'll just show up on the nightly news or whatever. - Brent Newhall
Excellent post, Steve, and proof that you're more of a polymath than you think. ; ) With all due respect though, seems to me the solution is to stop living in your feed reader. Force yourself to leave the computer at the end of every day and watch the nightly news. Turn off Twitter and crawl in bed with Newsweek or a good book. Subscribe to the NY Times on the weekend - and actually read parts of it. I've noticed I miss out on a lot of online conversations that happen at 9pm on a Sunday but I am more than okay with that. - Carla Thompson
I read all the same stuff on my feed reader and still consider myself a Renaissance man, - Francine Hardaway
Newspapers and TV exist in virtual reality. I haven't subscribed to a paper in years, and yet I read more global news now than ever in my life. I don't think paper is required for "renaissance", I think that Renaisance has just morphed - Michael VanDervort
This is almost as good as the "Google circa 1960" typewritten sheet. - Ontario Emperor
"I am openly amused." Great "historic" thread. - tagami
Nice job Corvida! Hilarious. Check out Honest_Ape's (the artist) comic strip http://mixxingbowl.com Thanks Ontario for the "Google circa 1960" picture - Mitchell Tsai
I got one of these kits too. This kind of PR works, but only because it's different. If everyone did it I'd really be pissed. It's stupid PR, if you really think about it. Build a relationship with me, don't pull stunts! - Robert Scoble
But we've already got a relationship, Robert. The package is a stunt, but it's a stunt that says "we value your attention, so we went to all this trouble to get it". At least that was our thinking. - Darren Barefoot
Web 3.0 will be about getting rid of Scoble. :-) Seriously, some noise is other people's signal. Not an easy problem to solve. - Robert Scoble
Learning networks will probably be key to solving the noise problem ...via AlertThingy - Peter Curd
I think you are close.. but I see it more as the rise of 'intelligent filters' - Phil Glockner
Quality and ease of contribution are inversely proportional. It's only amplified by the multi-mirrored echo chamber of the blogosphere. ...via AlertThingy - Omar Ismail
@scobleizer: That's why it's Web 3.0 instead just "the next app." It's going to be hard, but when it works, it'll work for each specific person and purpose. The issue of "one man's trash is another's treasure" will be irrelevant because Web 3.0, as Erick calls it, will need to be that smart. - Mike Keliher
But web 1.0 is still in beta! ...via twhirl - Bwana McCall
FF buys by google - shuts down for new users - innovation stops - after a year, google opens it up to homeless users to help to fight homelessness - soft relaunch of the old FF after another year or so - FF dies a quiet death - Frederic
