3. Ppt on Corporate Blogging

Corporate Blogging

BY: AJIT SINGH ENGLISH TRAINER

Sabrina I. Pacifici, www.bespacific.com

Blog facts Overall blog stats Blogging applications Blog features Tracking blogs at large Corporate blogging stats Why blog What to blog about Got Content! Blogging Essentials –

benefits, people, time, cost Elements/components of

good blogs

Content creation and management

Marketing and branding, in-house and to the public

Blogs as knowledge management tools◦ Adjunct to portals, websites,

intranets Examples of focused, topical

blogs More reasons you should blog Tech companies lead the way in

corporate blogging News and resources on

corporate blogging

Presentation Overview


Facts about blogs


Parts of a blog – consider which elements to use


How many blogs are there? Millions and millions….


But how many are updated regularly?


“A mere 2% of Adult Internet users maintain Web diaries or Web blogs…Content omnivores are among the heaviest overall users of the Internet.”


Blog Software – An overview of some options


Tracking Blogs


Stats on Corporate Bloggers: http://www.sifry.com/alerts/archives/000390.html, October 17, 2004

http://www.sifry.com/alerts/archives/000390.html

http://www.sifry.com/alerts/images/Slide7.png


Inexpensive, non-techie, easy/quick to launch

Capture, annotate information◦ Indicate document relevancy,

provide taxonomy, create info relationships

◦ Make info visible that would otherwise be overlooked

◦ Document management tool, from micro to macro (personal, departmental, organizational)

Excellent adjunct/alternative to email overload◦ Leverage your research and

ability to disseminate it Create and promote key

relationships within and across departments, groups and services

Expand services to those across your organization

Increase productivity and info exchange through better time management and resource allocation

Seamless access via internal network◦ Read the website, receive RSS feeds

or updates through email Promote internal marketing for

individual, group/dept. and/team initiatives, projects (long and short term)

Content is searchable, browsable, archived and users can comment◦ Alternative to vast, impenetrable file

folders of emails◦ valuable database is created and

expanded continuously◦ Inexpensive, practical KM system that

does not require lots of $

Why Blog?


Is a blog the app you should choose◦ Who are you trying to serve, and

why Needs assessment

◦ Have a specific goal, review progress and assess value

Who is responsible for maintenance/updating

Blogs can be “back-office” or front and center◦ Determine scope…or niche

Establishing and populating the blog(s) with content◦ review resource options with key

members of departments, practice groups or areas whom you wish to serve.

Obtain stakeholder buy-in Demo the service, request

suggestions, comments and input

Respond quickly by adapting the blog to incorporate additional data◦ narrow or expand content and

specifications Is one blog sufficient, or do you

need multiple blogs? Address usability, functionality,

value for time spent Stay on message…focus,

focus, focus – readers have limited time

Verify, vet, validate content◦ choose your source materials

very carefully

Blogging Essentials – benefits, people, time, cost


Blogs – can they replace an intranet?


From Dave Pollard's How to Save the World – The Knowledge Process, http://blogs.salon.com/0002007/

http://blogs.salon.com/0002007/


new or ongoing projects – close the loop new services, or current ones that require better promotion/info

dissemination KM initiatives

◦ Evaluation, design, implementation, roll-out, testing Tasks – group/departmental

◦ Organizational tool, management tool Password database, subscription database, calendar of events

training presentations topical/subject specific research practice development clients virtual reference, electronic services, cataloging from topics specific or broad, it is up to you!

What to Blog About? Share the Knowledge


Assignment: monitor, track, locate (through all avenues available…fee and free)… find needle in haystack and make it look easy!

validate, verify, analyze review, edit, append info as req’d (PDF, Word docs,

Excel, graphics, audio, video) seek feedback, comments, contributions publish, disseminate, update (the updating part is the

real kicker)…commitment is key! don’t start what you can’t continue – Feed the Blog! time management is essential

What Does Blogging Involve – Got Content!


Example of a blog used for development, collaboration, testing


Blogs facilitate organization of, and access to, relevant data by topics


Example of a very focused topical blog: GM Smallblock Engine Blog


Example of a topical blog with broader focus but still subject oriented – stays on message.


Identify and target your users Provide channels of information

◦ Choice/selection in data stream◦ From the general to the granular, your

readers can choose if you offer them a range of content

Supplementing info/data/resources from websites, e-newsletters, paid subscription services, online databases

Aggregate your current publishing formats◦ Intranet◦ Portal◦ Websites◦ Handouts/brochures◦ Power Points◦ Emails◦ Newsletters

Branding/marketing vehicle for your library – good PR◦ Offers tangible, ongoing

documentation of work product◦ Justify resources, staffing, additional

services Where is that report, news article,

survey, training manual?◦ Promote, maximize internal

collaboration, knowledge base management of resources, tasks and projects

Real time publishing◦ Direct, no intermediary req’d

You are the expert◦ Blogging will focus and expand upon

your skills◦ Level the playing field…minimize

barriers and increase visibility, communications, integration of resources

More Reasons Why You Should Blog


Think about products and services – informing and supporting users

A Product Blog

"By announcing a new product on a blog you are creating an invitation to a discussion about your product. On-line press releases don't allow readers to post comments to provide feedback or to ask questions. As more and more blog readers use newsreaders, people are very apt to grab an RSS feed for a blog they find interesting. That creates an opportunity for the blog to continue the discussion that starts with a new product announcement. “

http://contentcentricblog.typepad.com/

http://contentcentricblog.typepad.com/


Consider the options, value and flexibility offered by RSS Feeds

News feeds help you “get the word out” about updates to your blog◦ In-house or to the public◦ Offer your readers/community

an alternative to email only, or as a supplement to it for those who “opt-in”

Review websites you use that offer feeds◦ To locate feeds, look for

the orange icon or button that says RSS, XML, Syndicate or Atom.

http://tinyurl.com/4mukc


Microsoft has over 800 employees blogging…take a look


Bloggers from Sun Microsystems


CEO’s Who Blog


Blogging for Business – “With readers flocking to their Web postings, execs are finding blogs useful for plugging not just their products but their points of view.” Business Week, August 9, 2004 http://tinyurl.com/4mukc

Blogging With The Boss's Blessing – “More companies are helping employees to speak freely -- and bond with customers.” Business Week, June 28, 2004 http://www.businessweek.com/magazine/content/04_26/b3889107.htm

Blogging behind the firewall – “InfoWorld’s internal Weblog started as an experiment. Already, it’s indispensable.” InfoWorld, May 24, 2004 http://www.infoworld.com/article/04/05/21/21OPconnection_1.html

The Corporate Blog is Catching On, New York Times, June 23, 2003 http://tinyurl.com/f10d

Google sees benefits in corporate blogging, “Company says internal blogs can be used to track meeting notes, share diagnostics information and code.” InfoWorld, November 18, 2004 http://www.infoworld.com/article/04/11/18/HNgooglecorpblog_1.html

HP quietly begins Web log experiment – “Hewlett-Packard Co. has become the latest IT vendor to dip its toes in the wild world of Web logging, or blogging.” IDG News Service, 23 Nov 2004, http://tinyurl.com/689r4

See beSpacific.com’s regular updates on blogging at http://www.bespacific.com/mt/archives/cat_blogs.html

Blogging policy examples – Charlene Li, http://forrester.typepad.com/charleneli/2004/11/blogging_policy.html

News and Resources About Corporate Blogging

http://www.businessweek.com/magazine/content/04_26/b3889107.htm

http://www.infoworld.com/article/04/05/21/21OPconnection_1.html

http://tinyurl.com/f10d

http://www.infoworld.com/article/04/11/18/HNgooglecorpblog_1.html

http://tinyurl.com/689r4

http://www.bespacific.com/mt/archives/cat_blogs.html

http://forrester.typepad.com/charleneli/2004/11/blogging_policy.html

3. Ppt on Corporate Blogging

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