Post on 24-Feb-2016
description
Blogging in business
Blogs
Began in 1990s to facilitate collaboration among people within an organization
Around 2003, the word “blog” was added to dictionary
Blog (noun)online journal where an individual, group, or
corporation presents a record of activities, thoughts, or beliefs. Some blogs operate mainly as news filters, collecting various online sources and adding short comments and Internet links. Other blogs concentrate on presenting original material. In addition, many blogs provide a forum to allow visitors to leave comments and interact with the publisher.
"To blog" is the act of composing material for a blog. Materials are largely written, but pictures, audio, and videos are important elements of many blogs.
The "blogosphere" is the online universe of blogs.
The blogosphere:
156 million individual blogs
50,000 to 70,000 new blogs launched daily
How many people read blogs?
How many people read blogs?
33% of Internet Users do read blogs (that’s 29% of adults)
42% of Internet Users have read blogs (that’s 32% of adults)
12% of Internet users have written blogs
Blogging has changed business:
The customer has gained unprecedented control over media and content to which they are exposed.
How to make a splash in social media
Corporations use blogs:
2. To adjust their marketing model to address changes in customer behavior and trends in information access
Garmin Blog
Corporations use blogs:
3. To bridge the generation gap
Southwest airlines blog
Furor created by irate passenger
Corporations use blogs:
4. Blogs are used by thought leaders to share their expertise and experiences with interested people.
Thought leaders:
Charlene Li -- marketing/social networking expert
Thought leaders:
Guy Kawasaki -- known for marketing the Mac
Thought leaders:
Seth Godin – marketing expert
Corporations use blogs because:
5. Blogs potentially reach a global audience.
6. Blogs enable firms to see their organizations from the viewpoint of the customer.
Blogs work for companies when:
1. Real information is provided. Blogs appear to humanize a faceless business.
2. They are used to develop brand loyalty by engaging customers.
3. They are used to astutely target customers.
Limitations of Blogging:
1. Lack of control (remember Mr. Splashy Pants)
2. A blog must be managed regularly and effectively. Customers who blog expect timely responses.