Valuating the Scoble Brand.
“Scoble is Scoble” - that was my insight into Robert Scoble during a Podcast I called into last week (”District of Corruption“). I thought it was fun, and I’ll probably call back in this week (whether they like it or not).
But Scoble really is a transparent guy. It isn’t just a “personae”. He is who he appears to be, love him or hate him.
But you can’t make the mistake of undervaluing his brand - he could pick up the phone and call any of what - 100-150 CEOs? Maybe even more. I’m just thinking of the ones he already has access to - but who in the tech world would just ignore a call from Scoble?
Scoble built a brand around being a quirky guy. Some people think he is “loveable” quirky and others see him as “annoying” quirky.
I see him somewhere in between - he always amuses me, even when I think he is wrong. Yet I always watch - not like a crash along the freeway, because I don’t expect Scoble to crash. Because he is honest with his audience, and with himself, about who he is.
So what is the Scoble brand worth? A lot, I imagine - especially if you place any value on the “Social Graph”.
If I were a Sales Manager/Marketing Guy, etc I would LOVE to have access to Scoble’s Rolodex. That alone has a huge amount of value (having worked in/started companies in Recruiting, I know how true that is).
But the Rolodex isn’t as valuable without the conduit - and that is where Robert adds a ton of value.
To a generic startup, Robert adds value if he covers you - but you probably don’t need to hire him. I would suggest you buy him dinner though!
To an established company, Robert is probably a bit too raw for you to hire full time - but you would still love to have him talk about you.
To a video startup Robert really adds value - for whatever reason he just makes compelling videos. I think it is mostly his ability to put his guests at ease, and just talk to them - and get them talking. About something they love talking about anyway.
Robert just makes it easy. I know. I’ve never met Robert, but I have talked to him many times - and he always makes me comfortable, always assures me he has time, and always convinces me that he is interested in what I am telling him.
Above all, the way Robert honestly seems to care about everyone he talks to - that makes him valuable.
No - I don’t know what the Scoble brand is worth. It’s quite a bit, I would think. His new baby will never go hungry as long as Robert doesn’t change, I think.
And yes - I know some of you hate him. Even hate adds value through attention though.
*** Random Post ***
January 12th, 2008 at 21:00
The blogosphere’s fascination with Scoble is a testament to him. Inevitably some take pot shots, but how much of this is envy versus reality. He is perennial, and that’s a good thing. I hope to meet him some day.
January 12th, 2008 at 21:34
@Geoff. No doubt he knows how to use “New Media”. When he was writing his book on a blog a few people heard of him. When he started blogging at Microsoft more people heard of him. When he started video at Microsoft he started to get big.
I wonder what he will do next?
I guess we find out next week.
January 16th, 2008 at 13:14
[...] Scoble, the more I realize, a) he’s human and b) he seems to be a really good guy. Every person in my life who knows him attests to what a great guy Scoble really is. He also seems to understand [...]