Kelman Keynote @ Bloggers Connect

Thursday, April 17, 2008 6:07 AM

Sitting in the eye of a media storm: The inside story “60 Minutes,” angry bloggers, controversy and a NAR uproar. Learn how Glenn Kelman managed the clash between old and new media. Can blogging actually develop opportunities, open doors and become the voice of an industry?
○ Pasted from <http://www.inmantv.com/?p=52>

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08/02/07 4/17/2008, 6:10 AM ○ Commentary on not friendly crowd in past 4/17/2008, 6:10 AM What learned blogging in startup phase 1st Blogger - Lester Bangs ○ Great bloggers realize they are uncool. That is where art comes from that (pain) ○ Uncool people can be more candid (nothing to lose) ○ Agents blogging aren't selling … trying to provide useful information ○ Bauer Comment - Rather "Non-Ego" comment per book reading 4/17/2008, 6:13 AM 60 minutes ○ Leslie Stahl … hell on wheels, animal ○ Couldn't find someone to be counterpoint in story (60 minutes) ○ Hierarchy model … @ 60M ○ Someone crawled under table to get a shot of her legs … DOH! ○ Couldn't relax ○ Leslie kept saying he was full of shit .. He kept saying he wasn’t ○ Did questions over and over ○ She asked same questions many ways … ambush .. Dig for controversy  Bauer comment - problem in media … seeking controversy not other aspects like innovation, value, etc ○ Wanted controversy … bombastic 4/17/2008, 6:18 AM How did they respond to 60M ○ Bloggers ○ Reached out to TechCrunch … broke it with him … not on their website ○ Key break on their site  You will write about it  Give an exclusive then go on ○ 1st question from 60M … you are not blogging about this right?  Agreed to not do so for 9 months  Bauer comment - Isn't him doing a presentation at this conf … then others commenting like a blog? 4/17/2008, 6:20 AM Greg Swann … key anti RedFin Guy ○ Can't try to slay the will to live … they will never lie down ○ Online debate or blog … don't get disgusted feeling after end Key is to feel good about it
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○ Key is to feel good about it 4/17/2008, 6:22 AM Consumer Bill of Rights ○ Got most comments 4/17/2008, 6:22 AM End 60M discussion 4/17/2008, 6:23 AM ○ Best traffic building -- Guy Kawasaki ○ Post on how to build traffic ○ This presentation is off that ○ Not a diary … a blog ○ RedFin is not Him .. He is separate … voice is separate ○ Distilled version … best ideas 4/17/2008, 6:24 AM Recommend separation of voice by blog Answer the little man 4/17/2008, 6:25 AM Big Problem in Blog ○ Over 500 words you are toast ○ Make it shorter. ○ People want to stop per sentence. ○ Add stuff of interest via Flickr others 4/17/2008, 6:26 AM Why corporate does blog ○ Talk to consumers and build trust Google analytics ○ What do people like to read? Not what you like to write. ○ Desperation loud and clear (problems in a listing)  Example  Did a lot of research  Wrote w/ humor ○ Bainbridge Island Archive  Nowhere in SEA  She has niche that has few voices covering it ○ Why virtual earth over google earth 4/17/2008, 6:29 AM Big problem w/ real estate blogs ○ FUBU … for us, by us ○ Writing for people in industry ○ Instead target / write for consumers ○ Only thing you should care about is traffic ○ Real data drives traffic 4/17/2008, 6:31 AM Shower Idea ○ Develop that into longer posts ○ Ref: blog around valley sucking (being about $, Pr, etc) People react to marketing Tow of steve (how to get girls)
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○ Tow of steve (how to get girls)  Be desireless … don't lure people into sales  Bauer comment … Translation … shut off the sunshine pump on your blog … get real 4/17/2008, 6:33 AM Shows Graph ○ What people want is hard data ○ Not in person reviews (of homes in their niche) … interesting  Bauer comment - why is that … probably because the consumer is surfing multiple opinions … only a few stats 4/17/2008, 6:34 AM Put up survey ○ Zoomerang ○ Surveymonkey Write what you know / Serve your community ○ What do your people want to know Most traffic on Monday ○ So go with it … put / schedule your stuff to release on Monday 4/17/2008, 6:36 AM Link to other blogs ○ Arrington. Link back to him ○ Ask people to guest write about your blog … like Guy ○ Get your voice exposed to a different audience 4/17/2008, 6:37 AM Socketsite blog … covers consumer real estate ○ Consumer feels they have his back ○ Goes after builders and developers ○ Wendy Loam ○ They want to be like Adam ○ Read blogs that are better than theirs ○ Matt Goyer writes for Redfin 4/17/2008, 6:38 AM Too many Gadgets ○ Thing that matters is the content ○ Feedburner … obvious ○ Layer of indirection between your blog … and world Posting to delicious / digg ○ Is key ○ Add to delicious to flag your friends ○ Can post your stuff but people think that is wrong Feedblitz ○ Huge # of people subscribe this way (email) ○ Install. Worthwhile ○ Web and Email are even Message Boards ○ Avoid unless you have cycles to manage Keeping at it Some should give up
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○ Some should give up ○ King "any clown can write a short story (blog) but takes a persistent clown to make a novel" ○ After 4-6 months #'s isn't moving … stop ○ Vanity project? Spend too much time on blogging. ○ Easy to blog too much Posting Frequency ○ Write bad stuff … waste people time … so better to write well less frequently ○ If you are forcing it … wait Switched to word press 4/17/2008, 6:45 AM Q&A ○ Where do MSFT people go for real estate information?  Internal website / wiki / messageboard. Ask customer if you can get listed on a page.  Technorati / Google search on neighborhood. ○ Readership every month (for his blog)  The number is not large  More users that historically but effort exceeds growth  Not happy ○ Site history  3 yrs on site  Blog 1.5 years □ Worry about arguing with real estate agents □ Wanted to focus on playing game ○ What comments deleted  No delete policy unless promoting service  So all things (name calling, etc).  Corrections done in comments  Community should feel you are being open  Spam filters on movable type not a good as wordpress  He is the deleter ○ Hiring bloggers?  Yes  Corporate blog  Tech Blog  Real Estate Blogs by market (hire)  Picked best writer  All the technical stuff is trumped by best writers .. Journalists / exjournalists .. Typically not realtors in market. Didn't want that … promotion bias (them, friends)  People can talk about their listing in the the open house section  People tune out the constant spin up  So more balance ○ Brad Inman  Brad was best

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