Having a Cow
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Cats like milk – and curiosity kills 'em. Right? Well, since the Web has been abuzz with Raging Cow disease as of late, I thought I'd taste the malted beverage and share my impressions with the world. The one bit of information I just couldn't seem to find: WHERE was I to aquire the altered teat seepage? I blasted a message off to an anonymous alias with nothing more than: “So, where do I get this stuff?” I didn't sign it with any fancy signatures. I didn't send it with any innocent emoticons attached. I wasn't expecting a response – and I certainly wasn't expecting to get one within the hour. The reply had 'template' written all over it, but I was impressed to have even receved it. Courtney Wallace, Corporate Communications for Dr Pepper / Seven Up, Inc. wrote: We received your email about having some sample products sent to you. Please send me your email and I'll be more than happy to send some samples to you. Also, I have attached a news release for your review. If you have any other questions or need more information, please don't hesitate to contact me.”
Wow. Sample products? Cool. I was expecting to drop some coinage on it. But Courtney already had my “email” address; I could only assume she needed something snail in nature. The news release included this milky tidbit: “Beginning this week, consumers in Dallas; Austin, Texas; Denver; Los Angeles and San Diego will be able to find 14-ounce bottles of Raging Cow at 7-Eleven stores. Raging Cow, which has a suggested retail price of $1.49, will be available at additional retail outlets in the coming months.” That's all I really wanted to know.
And then I thought: “Wait a second. Maybe it's not about getting bloggers to pimp products. Maybe it's not about corrupting the uncensored communications process. Maybe it's not about the corporate world trying to trump the conversation. Maybe the Grinch's heart really did grow three sizes that day.” This damn drink has already caused quite a digital ripple. What if that's what they expected to happen? Did we fall right into their hands, udderly? I'm a low carber who doesn't drink anything with sugar – but I was compelled to see what all the fuss was about, if only to give them what they (knowingly or unwittingly) asked for. Should we be applauding these folks for trying to start a conversation where no other marketing companies dared to go before?
This is a very territorial hyperworld, as evidenced by Scoble's scathing remarks against Meckler for his overnight leap into the Blog cosmos. You can't just upload a page, say a few inconsequential things, and then expect the world to listen. You have to establish your credibility HERE – in THIS space. At one point, Alan was an industry kingpin. He even offered to acquire Lockergnome for a measly $100k (an offer which was laughable, even when he made it back in 1998). Sure, he's been busy – but not with this part of the Web. Somebody working for him obviously identified Dave as a community leader, but do they really know about our other friends? Have they established their credibility? I really, really don't think so – but that's not why I'm concerned about what I see happening. Let's look at a few working facts, folks. It's the ClickZ Weblog Business Strategies 2003 Conference & Expo. Just listen to that title. Say it aloud. You will know it is time to turn the page when you hear R2-D2 beep – like this…
ClickZ? They've got marketing written all over 'em. Ick. I hate marketers. I really, really, REALLY hate marketers. 99% of 'em just don't get how this “Internet thing” works. Looking beyond our (assumed-benign) host, let's dive into the bulletpoints. The New Communication Channel of Blogging; Business Blogs – Hype or Opportunity; The Success of Knowledge Blogs; The Revenue Opportunities of Blogs; A Blog Tutorial – Everything You Need to Start Your Own;
The Trend Lines of Blogs: What's Next? They wanna focus on the B-Blog – and there's nothing wrong with that. In theory. But this isn't a conference for bloggers – it's a conference for parrots who wanna cash in on our conversation. That turns my stomach more than any malted libation ever could. Sorry, but I have to call it like I see it. Conference Chairman: Kathleen Goodwin, CEO, iMakeNews. Where's her blog? Mom taught me never to judge a book by its cover, but this one seems to be two bars short of a UPC.
“Exhibitors will present the latest technologies and developments that are available on the market today for Weblogging.” Oh? Are Ben and Mena going to have a booth? Have Rebecca Blood, Dave Sifry, and “Tomalak” already been invited to sit on a panel? “This conference will bring together Webloggers who are pioneers, experts, and technologists.” It will? We're already together – and some of us have been together for years now. In person? We did it at Gnomedex. In fact, that blogroll still exists. Doc was there. Ev was there. Jason was there. We enabled people to blog – we didn't try to sell 'em on the idea.
I wear many hats, even though TechTV goes out of their way to ignore most of them. I'm an Internet entrepreneur, and I've used my blog to promote various and sundry projects (GnomeTomes, RentMyChest, Gnomedex, Lockergnome, etc.). But I've also brought my own dish to the party; I've driven qualified and quantifiable traffic, I've given blogger wannabes a direction, and I've done my best to give credit where credit's been due. We “allow” Winer to promote Radio UserLand, and Null to promote his latest book – but that's only because they talk to us. They engage us. B-Blogs do exist, but I'd like to believe they exist because their owners have a passion for their subject matter burning deep inside of them. How many passionate attendees will it take for the Jupitermedia conference to be crowned a success? Just because you can post an entry or two doesn't make you a blogger. That's the bottom line. And that's all I have to say about that. For now.
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15 Comments
Anonymous
March 6th, 2003
at 10:37pm
B-Blogs do exist! And you were giving Cat e-dress grief…
Anonymous
March 7th, 2003
at 12:47am
You totally hit the nail on the head. Damn, I wish I read this before I published. You MUST point to this entry in Friday's Daily.
You are so right on. That JupiterMedia conference looks like a cloud of bad gas. Those bloated gas bags kill me. Pioneers of blogging? You named them all… Great post.
Anonymous
March 7th, 2003
at 3:59am
Perfectly said, I don't really think the techie market is really targeted unless its for a tech product. Yet when some companies do market towards techies, u wish they had never done so. Oh and btw, I do have that star wars read along book and record where “u'll know when to turn the page when u hear”…
Anonymous
March 7th, 2003
at 7:26am
Wow… That's all my mind can muster after wrapping itself around that entry. Simply, wow.
Anonymous
March 7th, 2003
at 7:41am
you're quite puffed up with yourself, eh Chris?
Anonymous
March 7th, 2003
at 8:48am
That was a great essay on the blogging world vs the corporate world. And, as always it will continue to evolve. I'm a recent newcomer to the blogosphere but I have definately been educated in this area of the net where I havent been before. Thanks for the thoughts…
Anonymous
March 7th, 2003
at 9:50am
Right on. We're seeing the corporate types move into this space. I guess I'm a corporate type too. Most of the newbies don't get it yet. I'm sure they will eventually.
Anonymous
March 7th, 2003
at 9:53am
I don't mind Chris puffing himself up – as long as he keeps renting out his chest. Afterall – a man has got to eat – right?
Meanwhile this Gnomedex thing is sounding a lot more interesting, given it's the middle fucking nowhere IOWA-ville. Well I guess we all can drink corn liqer.
Anonymous
March 7th, 2003
at 11:15am
You hate 99% of marketers, are you in the 1% you like? Face it Chris, you are a marketer the second you used the word “promote”. If you feel you are being left out of the corporate blogging trend at the upcomming event, give them a call. Don't blame them, get a better PR person.
Anonymous
March 7th, 2003
at 4:05pm
Robb, I think you totally missed Chris' point.
Weblogs are cool because they are like personal conversations. I often get people to buy things in personal conversations (hey, wanna check out my Tivo?) but where we get bothered is when the conversation gets forced.
Have you ever had a conversation with an Amway freak? I have. It's no fun.
The marketers are coming and they are going to act like Amway salesmen for a while.
No biggie. It's easy to figure out who's been Amwayed and who hasn't.
Anonymous
March 7th, 2003
at 7:12pm
I understand why they are cool now, but they are a form of communications, and have a place in the large scheme of corporate communications. Everything that was once a niche group idea/product, has gone onto larget corporate uses.
I have run over a couple of Amway people in my car, yes, but my point is he IS a marketer. People look to him for a source of information, and companies have lent, given, or otherwise curried his favor for an opinion. Hell, I see things for “Brownie Points” here and on his chest, and then BOOM that person is featured on CFH. That turned me off, big time. He writes and sells books, he is a brand with his own logo, and clothing. How is Gnomedex any different that the corporate blog fest? It isn't, really. The people putting it on are different, the people attending it are different, but the same marketing engine is the same. As for the current coolness of blogs, well hell I remember 1993, when no company had a webpage (at least none that were any good). Corporations are always going to co-op the cool stuff (the web, blackberries, PalmPCs), why would blogs be ANY different? Chris hates marketers, but constantly wanders over to the marketing side to make his life/work better. Pot:Kettle:Black IMO.
Anonymous
March 7th, 2003
at 7:13pm
Vinton Grey Cerf said something very succinct on what blogging really is and it seems hard to call what the commercial side seems to be doing, “blogging” – more of a souped-up “what's new” section:
“BLOGGING
Trinetizen: What do you think of the blogging phenomenon and our insatiable need to record and document everything online? Has the web swung us from couch potatoes to the other extreme of multi-tasking super-interactive beasts of opinion-mongers?
Vint: Since blogs have to be accessed by deliberate decision, at least these endless diaries are not “in your face” in the same way spam is (Oh, Lord, what have I just suggested? Blogspam?).
I think this is merely an indicator that we would collectively and individually like our lives to “count” somehow and if someone finds our blogs of interest, it is confirmation that our lives and opinions are making a difference to someone.”
source:
http://www.star-techcentral.com/exclusives/special/story.asp?file=/2003/3/3/ThefatheroftheInternetspeaks&sec=exclusives
Anonymous
March 7th, 2003
at 9:42pm
While yes… Chris understands marketing… he's not a “marketer.”
I see him as more of a facilitator.
Marketers go out of their way to find avenues to promote products/services they may or may not have an affinity for. Chris, on the other hand, finds out about (if I say so myself) cool things and use the tools available to him to tell other people – it just so happens that the tools he has available are 1) a blog, 2) a very large email list and 3) a TV show. Besides – I was on Cat's segment ;-p
Anonymous
March 7th, 2003
at 10:35pm
word. amen. huzzah.
Anonymous
March 8th, 2003
at 7:07am
Jodie, of course you see him as a facilitator, in what he does directed at you and THIS blog, he is. I know you were on Cat's segment, but who's picture and name are on the show? Chris's. You can deny all you want, but Chris, and Lockergnome are brands (more than a blog, mailing list, and a TV show) that Chris promotes, and that is exactly what Marketing is. Even your own description of what *you* believe marketing is, describes what Chris does. What do you call it when Chris sends an e-mail out to his list? Promotion is marketing. Those geeks that have embraced marketing have gone on to be very successful. Does it make them any less of a geek if they make money? No. Even ChrisÂ’s Amazon search tool tags his affiliate account. Just saying it goes to defray the costs of the site, doesnÂ’t make it any less a use of marketing. I guess there is no reason for Lockergnome or Gnomedex to exist. Both of those entities are heavily marketed by Chris, and if you don't think he makes money off of the books, websites, TechTV, whatever, than I would question how we all got here to begin with. There is nothing organic about or existence here, and you as the owner of Brownie Points should understand as you have benefited from the marketing of Chris Pirillo. I like Chris (I feed my baby son during CFH, so I can watch), and I am not saying there is anything wrong with what he does, but to separate him from others in the marketing realm is silly. How many of us have our own brand and logo of our face. I know I donÂ’t. I will admit, there are some pretty sleazy people in marketing, and sales (which is different than marketing), but there are also hackers in the geek culture, so there are black hats and white hats in every avocation.