Blogs Can Talk
I got a delightful gift this morning, through my Technorati Cosmos, as i set out for the long weekend. Denise Klarquist writes, at her blog :
The value of being there (and blogging)
Yesterday I had breakfast with John Porcaro from Microsoft, as those who read his blog already know. (thanks John for the very nice words). He mentioned Dina Mehta's blog so I checked it out this morning. Both John and Dina really get the value of research and the insights that come from literally listening to your customers. I also want to mention that I think John is a truly insightful marketer - it was a pleasure talking. OK, enough of the John and Denise show ;-)
Later in the day, I had a long conversation with a potential client (hopefully) on a small focus group project. A big obstacle for her was going to be convincing the president of the value of qualitative research. I just sent her the link to Dina's blog. Not only does it really explain the value, but because of the blog context, it's a tremendous first-hand endorsement. Better than any journal article I could have sent.
As I continue to blog, and am introduced to more blogs and bloggers, I'm increasingly convinced that this particular medium will impact business in significant and very positive ways.
Thanks Denise! I do hope your client is convinced about the value of qualitative research.
Got me thinking too that this is a story that can prove that as a medium, as opposed to websites, CVs, or any other form of advertising or promotion, blogs can :
- reach out to people in unexpected quarters. My recent addition of the GuestMap is quite revealing too - it shows me that i have people reading my blog in Europe, USA, Canada, Australia and even Guam
- play a role in securing jobs, contracts, projects
- through their anecdotal, experiential and what i call their 'touchy-feely' nature, engage and reach out in ways that connect more deeply and quickly
A few other related links - no time to make detailed comments :
- Lilia too makes some interesting observations comparing the blogosphere and user studies, which seem relevant here.
- And Phil Wolff, in a comment at Ton's post on fear as a barrier to blogging says :
In selling you lead with emotional appeals:
- a bigger fear.
I'm starting to re-read storytelling textbooks. Good stories frame expectations, process, and outcomes with underlying assumptions and values. We need more stories told of blogging in the workplace. Stories of quiet efforts leading to incremental adoption. Of relationships salvaged. Of crises survived. Of unlikely heroes and fears overcome. Of serendipity encouraged and mastery rewarded.
Mostly, we need a clearly defined product to sell. ... OK, I'm on it.
In retrospect- a Weblog could have been extremely valuable to me and the company. Using a Weblog, I could chronicle the daily activities, learnings, experiences and developments of the community. As the community grew and interest spread, the Weblog could have become the best single resource for understanding the internal workings of the community, why it works, what we'd learned, what the manager does, what the members think, etc. I could have reserved 30 minutes a day to post what I'm thinking, doing, learning.
Yes. Blogs can talk !! And blogging can pay.
We need more stories like Denise's and the Cheskin Blogs - a fine example of corporate blogging. I'd love to hear from them how they overcame these barriers to take the plunge into blogging.