Steve Rubel is delivering the keynote here at The Blogging Enterprise in Austin. He's rocking. He spotlights the impact of blogging on PR and the traditional media. He held a moment of silence im memory of the old media, then swung into the key aspects of what he calls the emerging ecosystem.
This is my first-ever real time blog, becaise he just asked me from the daais of that was what I was doing (I had been emailing). He's showing a Hacking Nettflix blog that tracks the company. Netflix first ignored him. Bloggers swarmed to his support. Michael rose to #2 on Google now both Netflix and Blockbuster advertise on Mike site.
Now he's showing how GMFastlane's Bob Lutz is using a blog to get down with the people. Running through Stonyfield Farms and shows how Stonyfield plays to the "higher holy calling," such as-for Stonyfield-discusses kids,& women's health along with organic farming. Now he's telling about Lenn Pryor and Robert Scoble and Microsoft blogging. Jeesh, it starting to sound like a review of Naked Conversations--but then these are some of blogging's best-told stories. Ah!now he's plugging Naked, and I'm blowing kisses at him.
He's telling the great story of his client Vespa who has four bloggers telling their story of urban life with their scooters. Now he's discussing character blogs which is essentially part of my wrap-up talk on winners and sinners. Yikes, as Scoble would say, it's rewrite time.
Rubel is now telling the audience that what's going on is indeed bigger than blogging itself. He's likening RSS as sort of the Tivo for the Internet which is a pretty good analogy. Onto Flikr , where the first images of Katrina and the London tube bombing appeared. Photo sharing is part of the new media which is an inadvertant plug for my image reconition client Riya.
He's talking about iPod and podcasting and video. He's showing rocketboom, which is a vide blog that cracks me and another couple hundred thosand folk every day. Now onto wikipedia, a remarkable phenomenon that we failed to cover in Naked, to my regrets.
Hos wrap up is four key points:
- Find--determine which bloggrs are most likely to become your company evangelists. Understand what's being said & join the conversation
- Listen--use a combination of Technorati, Feedster, IceRocket Pubsub et al. to track what matters to you. Understand the common thread, the beat on the street and take it seriously.
- Engage--show bloggers you care. Blogger complained abut not being able to find his favorite deodorant. Unilever sent him a case of the store and told him where in his neighborhood he could get more. That's engagement. That shows customers you care. "It puts you at eye level with the people you care about most.
- Empower--help people achieve something they could not do on their own. Create programs that create customer evangelists.
Great presentation. He'll be a tough act to follow. I'm glad he's had such a great opening. It warms up the crowd for the rest of us.
technorati tag:blogging enterprise