????在考克斯的世界里，產(chǎn)品推介從來不僅是推介產(chǎn)品,，而是更宏大的事,。他說：“我們正在這一代人里徹底改變?nèi)祟愊嗷贤ǖ姆绞健,！笨伎怂寡a(bǔ)充道：“只要地球上存在兩個相知相識的人,，世界上就存在社交網(wǎng)絡(luò)圖。而展現(xiàn)每個人及其相互間關(guān)系的社交地圖則是一種全新事物,?！闭坑捌巳雱佟PO咨詢公司Class V Group的創(chuàng)始人里瑟?拜爾表示,，F(xiàn)acebook“已將路演視頻提升到了新的高度,。”
????拜爾曾經(jīng)參與過谷歌的IPO,，他表示Facebook在某種程度上正試圖與潛在個人投資者和解,，其中大部分都是Facebook用戶，他們均沒能參與到Facebook早期融資活動中,。例如,，去年Facebook就被指責(zé)在銷售其上市前股份時只允許高盛投資（Goldman Sachs）的高端客戶購買。（據(jù)了解Facebook股票發(fā)行內(nèi)幕的人士介紹,，F(xiàn)acebook計(jì)劃通過一些零售券商向個人投資者出售IPO股份,。）
????拜爾說：“直到現(xiàn)在之前，F(xiàn)acebook都從來沒有對那些幫助建立公司的人表現(xiàn)出一絲關(guān)心,。這是一次試圖與（與個人投資者）冰釋前嫌的嘗試,，我認(rèn)為它很有效?！?/p>
????化干戈為玉帛總是明智之舉,，對于一家努力改善企業(yè)形象的公司而言更是如此。別忘了,，之前有一部關(guān)于Facebook的電影,，那部電影可不是Facebook控制得了的，其結(jié)果是獲得奧斯卡獎的《社交網(wǎng)絡(luò)》（The Social Network）對扎克伯格和Facebook可沒什么好話,。因此,，F(xiàn)acebook不僅要通過這則路演視頻修復(fù)關(guān)系，更要發(fā)出自己的聲音,，為公司塑造一個更親和的形象,。拜爾說：“這則視頻給Facebook這個龐然大物增添了人情味,。”
????譯者：項(xiàng)航 |
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????In Cox's world, product description is never just that, but rather something more cosmic. "We are now changing within a generation the fabric of how humanity communicates with itself," he says at one point. At another he adds: "The social graph is something that has always existed as long there were two people on earth who knew each other," says Cox. "The one thing that there's never existed was a map of everybody in the world and their relationships with each other." The overall effect is compelling. Lise Buyer, the founder of Class V Group, an IPO advisory firm, says Facebook "has clearly taken the video roadshow to an entirely new level."
????Buyer, who worked at Google during its IPO, says Facebook, in part, is trying to make peace with potential individual investors -- many of whom are Facebook users -- who were shunned in earlier financing rounds. Last year, for example, Facebook came under criticism when it sold some of its pre-IPO shares, but only high-net-worth clients of Goldman Sachs (GS) were allow to buy them. (People with direct knowledge of Facebook's offering say the company plans to make some of its IPO shares available to individual investors through retail brokerage firms.)
????"Until this point, Facebook hasn't shown they cared a whit about the folks who helped to build the company," Buyer says. "This is attempt, and a successful one I think, to reach out and mend some of those fences."
????It's always smart to mend fences, especially for a company that has struggled with its corporate image. Remember that the last time there was a movie about Facebook, the company didn't have much control, and the result -- the Oscar-winning The Social Network -- wasn't particularly flattering to Zuck or Facebook. So with the video roadshow Facebook isn't just mending fences, but also telling its own story and projecting a more cuddly version of itself. Says Buyer, "This video humanizes the behemoth." |
