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Corporate Blogging 101

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how blog technology works and why it matters. 5 ... Don't publish a 'fake' blog. Don't post press releases or pre-written articles ... – PowerPoint PPT presentation

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Title: Corporate Blogging 101


1
Corporate Blogging 101

Debbie Weil WordBiz.com, Inc. BlogWriteForCEOs.com
March 18, 2005
2
Blogs 4 million in Sept. 04. Over 8 million
today.
FEB MARCH 2005
http//www.pubsub.com/tracking.php
3
  • Whos reading blogs?
  • 27 of U.S. Internet users
  • 32 million Americans
  • BUT…
  • 73 do NOT read blogs
  • Only 5 say they use

  • http//www.pewinternet.org/

4
  • Agenda
  • Intro to Blogging RSS
  • Whos blogging in the Fortune 1000?
  • 2 ways Intermec can use blogs
  • 7 tips for writing an effective blog
  • 4 essential steps to get started
  • Behind the scenes… how blog technology works and
    why it matters

5
  • Blogs are a strategy
  • Signal transparency
  • Two-way conversation
  • Way to reach influencers
  • End-run around traditional media

6
  • Why blog?
  • start a conversation
  • shape the debate

7
  • Blogs are a tool
  • Instant publishing
  • Content management
  • RSS feed
  • High search engine rankings
  • Always-on e-newsletter

8
Blogs are a kind of Web page
http//doc.weblogs.com/
http//www.edelman.com/speak_up/blog/
9
Static Web page
Blog fresh, interactive, 1st person
http//www.boeing.com/randy/
10

Disadvantages of blogging as business tool
11
  • Gives legal heartburn
  • Harder to control message
  • Monitoring / maintaining
  • Requires real thinking to write a good blog
  • Its new…

12
  • Obstacles to Business Blogging
  • Privacy
  • Confidentiality
  • Enabling competitors

13
  • Antidotes to obstacles
  • Honesty vs. stonewalling
  • How secret are your business practices??
  • Value of dialogue vs. one-way conversation
  • Coopetition vs. competition

14
  • What is RSS?
  • Really Simple Syndication RSS is a new way to
    subscribe to (and publish) content online without
    using email.

15
Web-based RSS reader www.Bloglines.com
16
Bob Lutz, Vice Chairman GM http//fastlane.gmblogs
.com
17
(No Transcript)
18
http//sethgodin.typepad.com/
19
  • RSS is also…
  • A new online publishing channel
  • By-passes spam filters
  • Will be 2005 Word of the Year
  • Puts information seeker in control

20
  • Drawback of RSS for publishers
  • You dont have email address
  • Cant track unique clicks as in email
  • Proxy count through Feedburner.com

21
  • Advantages of RSS for publishers
  • Segment your content by audience
  • Publish multiple feeds
  • One-to-one, one-to-many
  • Secure, password-protected

22
  • Whos blogging in the Fortune 1000?

23

Sample list…
  • GM Sun Microsystems Boeing Microsoft Yahoo
    ! HP Google Intuit Cisco

24
Bob Lutz, Vice Chairman GM http//fastlane.gmblogs
.com
25
Jonathan Schwartz, COO Sun Microsystems http//blo
gs.sun.com/jonathan
26
Suns Jonathan Schwartz takes potshots at IBM
http//blogs.sun.com/roller/page/jonathan/2005020
2putyourmoneywhereyourmouthis
27
Randy Baseler, VP Marketing Boeing http//www.boe
ing.com/randy/
28
HPs Rich Marcello Senior VP
GM http//devresource.hp.com/blogs/marcello
29
Ciscos High-Tech Policy Blog http//www.cisco.com
/gov/blog/
30
QuickBooks Online Weblog http//quickbooks_online_
blog.typepad.com/
31
1,800 Microsoft blogs http//blogs.msdn.com/
32
Robert Scoble Microsofts chief
blogger http//scoble.weblogs.com/
33
  • 2 ways Intermec can use blogs

34
  • Blogs for corporate communications
  • External Internal

35

External blogs
  • Thought Leadership
  • Customer Relationship
  • Product Development
  • Crisis Management

36

Internal blogs
  • Knowledge management
  • Project management
  • Idea incubation
  • Internal Communications
  • Intermec Upward Road Show
  • Build trust with employees

37
http//www.forbes.com/home/feeds/ap/2005/03/11/ap1
879206.html
About the Intermec Symbol Lawsuit Wow. Has
this hit the news. Last I looked there were
dozens of mentions in the mainstream press as
well as in blogs. So whats our response? Well, I
cant get into details without stirring up our
legal department. But I can tell you this…
http//gen-eric.com/patents/index.php/2005/03/15/s
ymbol_files_lawsuit_against_intermec
Posted by Tom Miller on March 18, 2005 in Patents
Permalink Comments Trackback
Internal Intermec blog
38
Intermecs RFID blog
The latest on Generation 2 Controversy blaa
blaa. Despite what Article Title says, we think
that the case for adhering to EPC Globals
standards is blaa blaa…
Blogroll RFID-weblog.com rfidlog.com rfidgazette.
org Rfid.weblogsinc.com EPCGlobalinc.com
Posted by Subject Matter Expert on March 18, 2005
in Generation 2 Permalink Comments
Trackback
External Intermec blog
39
  • 7 tips for writing an effective blog

40
  • Good blogging is good writing
  • In an authentic, credible voice
  • With a viewpoint
  • Fast and fresh
  • Useful and/or interesting

41
  • Top Dos Donts of Blogging
  • Dont publish a fake blog
  • Dont post press releases or pre-written articles
  • DO assign a blog author or editor

42
CIA Asks Bush to Discontinue Blog
WASHINGTON, DCIn the interest of national
security, President Bush has been asked to stop
posting entries on his three-month-old personal
web log, acting CIA director John E. McLaughlin
said Monday… "I would hate for the president to
inadvertently put American soldiers at risk,"
McLaughlin said. "We work hard to maintain the
integrity of state secrets. When we see the
president posting details of troop movements,
international counter-terrorism negotiations, and
even the nuclear launch codes, as he did on
Monday, we have to step up and say something."
43
  • Top 7 tips to write an effective blog
  • Link lots
  • Short entries
  • Narrative style
  • Authentic voice (informal)
  • Post consistently (at least 1X week)
  • Organize your content (Categories)
  • Include links to main site

44
  • DO create Corporate Blogging Guidelines
  • Ethics act like a grown up
  • Determine frequency
  • Blog ownership
  • Blog oversight
  • Pause… before you post

45
  • Tips for Thought Leadership blogs
  • Take time to find your voice style
  • Invite guest authors
  • Be useful more often than brilliant
  • Set up a resource list then troll it for
    inspiration

46
  • Applying Do or Dont Test
  • Can you take negative feedback?
  • Can you be transparent?

47
  • Refining Do or Dont Test
  • Will executives every word be parsed?
  • Is exec committed to thought leadership?

48
  • The next new thing… podcasting

49
  • 4 esssential steps to get started

50

How you can get started
  • 1. Subscribe to blogs via RSS
  • www.bloglines.com my.yahoo.com
  • www.newsgator.com www.pluck.com
  • 2. Read 50 blogs www.feedster.com
    www.daypop.com

51
  • 3. Monitor the blogosphere
  • www.blogpulse.com
  • www.technorati.com
  • 4. Start a test blog with www.TypePad.com

52
194 blogs mention Intermec
53
www.blogpulse.com
62 results
54
http//gen-eric.com/patents/
Posted 3/15/05 Patent infringement lawsuit filed
by Symbol Technologies… no comments so far
55
2 blogpulse search http//wirelessmobilite.typep
ad.com/
Eric DELANEAU INTERMEC couldnt attend…
56
TypePad hosted starts at 4.95 / month
57
Advertise Intermec white papers
http//www.rfid-weblog.com/
Download free white paper Practical Uses of RFID
Technology www.Intermec.com/ whitepaper
58
  • Behind the scenes… blogging technology

59
  • Basics of blogging software
  • Comments
  • Permalinks
  • Trackbacks
  • Pings

60

Blogs are Conversations
  • Blog reader Blogger
  • Comments

61
(No Transcript)
62

Blogs are Conversations
  • Blogger Blogger
  • Trackbacks

63

Blogosphere is pulsing with pings
  • Blogger Blogosphere
  • Pings Alerts blog search
    engines http//pingomatic.com/

64

Each blog post is its own Web page
  • Blog entry Permanent link or URL
  • Permalink http//blogwrite.blogs.com/blogwrite/20
    05/03/dirty_secret_of.html

65
ROI of blogging
  • Search engine results
  • Reader interaction (comments)
  • Blogger interaction (trackbacks)
  • Blogosphere buzz
  • Media inquiries

66
  • Blog Design Tips
  • Obvious blog tab in main site navigation
  • Categories, Comments
  • Authors name date
  • RSS, Bloglines, My Yahoo icons
  • Interim how-to RSS page
  • Archives
  • Search blog function
  • Blogroll or Resource Blogs

67
Blog Design interim page that explains RSS
68
  • A few blogs to check out http//sethgodin.typ
    epad.com/seths_blog/
  • www.micropersuasion.com Well-written,
    distinctive voice on PR blogs http//scoble.web
    logs.com/
  • Robert Scoble Microsofts chief blogger
  • www.BlogWriteForCEOs.com
  • See links to Thought Leadership blogs in
    right-hand column

69
  • More Useful Resources Basic blogging
    resources (small business) www.ducttapemarketing.c
    om/Blogging-Resources.htm
  • Unleashing Marketing Publishing Power of
    RSS comprehensive e-book on RSS (500
    pages!) http//hop.clickbank.net/hop.cgi?wordbiz/m
    rktstudy Blog Business Summit (download
    slides) www.blogbusinesssummit.com/sessions.htm

70
  • Debbie Weil
  • www.WordBiz.com
  • www.DebbieWeil.com
  • www.BlogWriteForCEOs.com
  • Direct 202.364.5705
  • wordbiz_at_gmail.com

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