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What I learned at the SixApart Seminar November 16, 2006

Posted by sdpurtill in Blogging, Web 2.0.
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Ok so this is just going through my notes and writing the most important of the important.

The blogging cycle: Anil Dash (speaker) says it best on his own blog. Just check that here.

Email, Instant Messenging, and SMS are interruptions and they disappear; blogs aren’t, and posts are there forever.

Feeds are a beautiful thing; they overcome inertia. They’re notifications without obligations.

We’re in the age of “personal or participory media”

Ok, I learned tons more, but this is my opinion on business blogging:

It is a complete waste of time.

If you’re a Web 2.0 company and you’re trying to win, blogging will have little to nothing to do with your success. It may attract some attention to your product, but at the end of the day, the product is what the users are going to be interacting with, not what you’re posting on your blog.

Blogging takes away from product development. I think it even takes away from product synergy. Talking to people about your product is probably one of the most detremental things you can do to your synergy, and that’s exactly what blogging does, on a world wide scale.

Don’t get me wrong — I think blogging is great; I just think it’s a waste of time for businesses… Build a great product, execute a great marketing campaign, and you’ll be successful (a million other things go into it, but that’s the gest)… Business blogging should be used solely for customer service ONCE the product has been launched and is in the final stages of beta. I’m sure a lot of people will try to refute my argument, but take the case study of Intel: a year ago, their IT department began blogging; their shares are down $5 this year, and AMD is kicking their ass.

Need I say more?

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Comments»

1. Anil - November 16, 2006

I’d disagree. (Unsurprisingly!) You listed “execute a great marketing campaign” as part of your requirements, and I think the expectations for a contemporary technology company is that a great marketing campaign would include a well-written, engaging blog that incorporates feedback.

Your case study is a bit stacked, as you haven’t defined any kind of cause-and-effect relationship. Intel still dwarfs AMD overall. But take the example of Six Apart: four years ago, it was three of us trying to build blogging tools for a few hundred people on the web; Today, we’re a team of over a hundred, on three continents, serving tens of millions of users every day.

Even better, take a small independent wine distributor like Stormhoek, whose wine sales doubled in less than 12 months thanks to blogging. There are hundreds more positive examples to offer, and they’re well worth exploring.

I don’t think the time to start having good communications in your relationship with customers is after you’ve launched a product — you want that connection from the start.


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