I had the joy of attending the BlogOrlando unconference recently on September 29. Though I registered in advance, I almost did not attend because my responsibilities seem to always keep one step ahead of me these days. I chose to go anyway, and thankfully I found it to be insightful, inspiring, and worth my time. I was able to hear speakers that I am unfamiliar with (and some I know), meet some interesting folks, and connect with some friends and colleagues I have not seen in a while.
The keynote was delivered by Shel Israel, author of Naked Conversations. His main theme was that blogs ultimately are a conversation. The best blogs create a sense of community with provocative writing and open commenting that creates a dialogue. It’s worth noting that this dialogue is historically unprecedented. One is able to get the attention of, or create a conversation with, individuals that would traditionally be unreachable. This is a compelling concept.
He pointed out that blogs serve as a vetting tool for determining who can be trusted as an expert on what topics. This occurs both through an individual’s writing in the quality of conversation that occurs on his or her blog. Blogs are an excellent way for one to tout their expertise on a given topic, and become known as a subject matter expert.
Shel also gave a great tip when trying to promote something in relation to bloggers. He said you don’t need to go to the top 10 bloggers, because it is a network. You may develop a relationship with a lesser known blogger with only a handful of readers, that can bring more attention in the blogosphere in general. A blogger with less readership may spark an interesting conversation that is read by other bloggers, which in turn creates a chain reaction bringing more attention to your cause. In this regard I was reminded of “The Tipping Point” by Malcolm Gladwell. Though I don’t believe if I focus on a little heard of blogger with only five readers (such as myself – ok, you’re right, as of now I don’t even have five), I do believe there is some level of validity to this way of thinking.
Tom Biro, who spearheaded the blogger outreach program for Nikon and it’s D80 product, certainly opened my eyes to how better approach bloggers. His main point was that blogging has evolved into full-fledged media (of course with its own rules). He suggested instead of contacting the 50 largest bloggers, take the five best for what you’re trying to do, and make stronger connections with them. Start actual conversations. Take them to lunch. Treat them like media. This seems like great advice, although for me it may be difficult to take them to lunch. I can work on the rest though.
He pointed out that one should not just send the press releases or products to bloggers. But rather to invite, discuss, and communicate. Individualized communication and relationship development is the key. On the one hand this advice is great, on the other it can be exceedingly difficult for people who experience incredible time pressure such as myself. As an aside, one of the more interesting challenges in being an entrepreneur and trying to get a start up off the ground is to decide what to ignore. Information flows at me at a constantly overwhelming rate, and though I have a genuine desire to keep up with it all, and to respond to it all, it is simply impossible. Add to this starting new initiatives and building relationships, and you have one heck of a busy guy. However, I would not have it any other way.
In a previous post, I talked a little bit about Jake McKee at BlogOrlando. Jake’s philosophy resonates with me. He is a very ethical person, and has a great view of the role of blogging in not only a business context, but a personal context as well. He believes a blog should cultivate open and honest relationships, and I could not agree more. He says that even business blogs should get personal, and should work to convert clients into fans by fostering an emotional investment in customers. This occurs by being honest (and of course having a great product, service, etc.) and giving voice to your clients. Listen to them. Make a blog not just a method of communicating out, but a way of receiving communication as well. By inspiriting a community of raving fans, you will improve your products, have more effective marketing and product development, and derive great satisfaction from knowing how well you serve your customers.
He also emphasizes the importance of getting people within your company to actually use your products. People who understand the products, are going to relate to the users of the product better, and the less likely to breach the trust of your clients.
He also said “learn to take a good beating”. Sooner or later your users are going to take you to task over something. Be ready for it. Be honest what happens. Be proactive. I can’t wait.
