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Corporate Blogging 101

Corporate Blogging 101. Debbie Weil WordBiz.com, Inc. BlogWriteForCEOs.com March 18, 2005. Blogs: 4 million in Sept. ’04. Over 8 million today. FEB MARCH 2005. http://www.pubsub.com/tracking.php. 27% of U.S. Internet users ** 32 million Americans BUT… 73% do NOT read blogs

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Corporate Blogging 101

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  1. Corporate Blogging 101 Debbie WeilWordBiz.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. 27% of U.S. Internet users** • 32 million Americans BUT… • 73% do NOT read blogs • Only 5% say they use **http://www.pewinternet.org/ Who’s reading blogs?

  4. Agenda • Intro to Blogging & RSS • Who’s 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 • It’s 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 GMhttp://fastlane.gmblogs.com

  17. http://sethgodin.typepad.com/

  18. RSS is also… • A new online publishing channel • By-passes spam filters • Will be 2005 “Word of the Year” • Puts information seeker in control

  19. Drawback of RSS for publishers • You don’t have email address • Can’t track unique clicks as in email • ”Proxy” count through Feedburner.com

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

  21. Who’s blogging in the Fortune 1000?

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

  23. Bob Lutz, Vice Chairman GMhttp://fastlane.gmblogs.com

  24. Jonathan Schwartz, COO Sun Microsystemshttp://blogs.sun.com/jonathan

  25. Sun’s Jonathan Schwartz takes potshots at IBMhttp://blogs.sun.com/roller/page/jonathan/20050202#putyourmoneywhereyourmouthis

  26. Randy Baseler, VP Marketing Boeinghttp://www.boeing.com/randy/

  27. HP’s Rich Marcello – Senior VP & GMhttp://devresource.hp.com/blogs/marcello

  28. Cisco’s High-Tech Policy Bloghttp://www.cisco.com/gov/blog/

  29. QuickBooks Online Webloghttp://quickbooks_online_blog.typepad.com/

  30. 1,800 Microsoft blogshttp://blogs.msdn.com/

  31. Robert Scoble: Microsoft’s chief bloggerhttp://scoble.weblogs.com/

  32. 2 ways Intermec can use blogs

  33. Blogs for corporate communications External Internal

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

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

  36. http://www.forbes.com/home/feeds/ap/2005/03/11/ap1879206.htmlhttp://www.forbes.com/home/feeds/ap/2005/03/11/ap1879206.html About the Intermec – Symbol LawsuitWow. Has this hit the news. Last I looked there were dozens of mentions in the mainstream press as well as in blogs. So what’s our response? Well, I can’t 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/symbol_files_lawsuit_against_intermec Posted by Tom Miller on March 18, 2005 in Patents| Permalink | Comments | Trackback Internal Intermec blog

  37. Intermec’s RFID blog The latest on Generation 2Controversy blaa blaa. Despite what Article Title says, we think that the case for adhering to EPC Global’s standards is blaa blaa… BlogrollRFID-weblog.comrfidlog.comrfidgazette.org Rfid.weblogsinc.comEPCGlobalinc.com Posted by Subject Matter Expert on March 18, 2005 in Generation 2| Permalink | Comments | Trackback External Intermec blog

  38. 7 tips for writing an effective blog

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

  40. Top Do’s & Don’ts of Blogging • Don’t publish a “fake” blog • Don’t post press releases or pre-written articles • DO assign a blog author or editor

  41. CIA Asks Bush to Discontinue Blog WASHINGTON, DC—In 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."

  42. 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

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

  44. 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

  45. Applying Do or Don’t Test • Can you take negative feedback? • Can you be transparent?

  46. Refining Do or Don’t Test • Will executive’s every word be parsed? • Is exec committed to thought leadership?

  47. The next new thing… podcasting

  48. 4 esssential steps to get started

  49. 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 blogswww.feedster.com www.daypop.com

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