I Read It for the Articles
by Patrick Ruffini :: March 28th, 2007 11:42 pmYou should not judge the latest Wired magazine by its cover (though that probably can’t hurt)…
The Clive Thompson-Fred Vogelstein one-two punch on conversational marketing is absolutely game-changing. For anyone wishing to dig deeper on this, Robert Scoble and Shel Israel’s Naked Conversations is the fount of all knowledge on this subject.
The bottom line for marketers and communicators: More content = unalloyed good. And you can’t go halfway on the Web; either you decide to be open and transparent or you’re not (although there is something to be said for the Steve Jobs model).
We’ll probably still need press releases for low-information consumers who get their news filtered through television and the papers. But there is no reason you can’t unpack the message for people on the Web, letting people consume as much information as they want to consume about your brand. Soon you will no longer have consumers but evangelists.
An interesting note: Microsoft’s PR firm committed an oopsie by sending their detailed file on Fred Vogelstein… to Fred Vogelstein. (Yeah… unreal.) And surprisingly, Vogelstein did not set out to sandbag Redmond in his article, producing a mostly upbeat piece until he slipped that point in at the end of the piece. It shows the tension between the openness of blogging coexisting with the message control of PR firms keeping detailed files on reporters and their lines of questioning.
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Tagged: marketing 
naked conversations wired
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