Effect of corporate bloggingPresentation Transcript
Introduction To Corporate Blogging
Introduction Importance of Blogging Corporate Blogging Types of blogging Corporate Blogging Strategies How to make a Successful Blog Micro Blogging Some Do‟s and Donts Limitations of Blogging Effectiveness of Blogging through real life examples
Blog is an interactive platform which is a part of website in which individual maintain their regular entries of commentary. descriptions of events. other material such as graphics or video. More personal online diaries.
A blog is a mixture of what is happening in a persons life ,onthe Web, a kind of hybrid diary/guide site.People maintained blogs long before the term was coined, butthe trend gained momentum with the introduction of automatedpublished systems, most notably Blogger at blogger.com.Thousands of people use services such as Blogger to simplifyand accelerate the publishing process.Blogs are alternatively called web logs or weblogs.However, "blog" seems less likely to cause confusion, as "web log"can also mean a servers log files.
Blogs are the fastest growing media on the planet.Blogging challenges the concept of privacy and it has so oftensought to differentiate itself from other marketing activity. Blogging highlights the current Web 2.0 focus of the rationalexchange of information.They are new research modalities that can be utilized to measureand understand complex consumer decision making. It is a mutually beneficial exchange of their insights for our creationof a record of their journey.It allows us to go beyond the traditional models created using groupdiscussions and cluster analysis.It looks at the ways that the population is building its own world andhow it is referencing.This new window is the dataset of a „virtual ethnography‟
In 1990‟s, most corporate home pages were used as a platform to push mundane advertising messages. Difficult for “official” home pages to handle thousands of customers Alternative to the existing formal communication channel.
Employee blog ExecutiveNews letter blog Types of blog corporate blogs Promotional Group blog blog
Employee blog• Personal blog is maintained by a single rank and file employee• Hosted on company-owned domains and are sponsored by companies• E.g., employee blogs of Sun Microsystems can be found on a public blog aggregator, Planet Sun
Group blog• Operated by a group of rank and file employees• Focus on a specific topic, with expert authors• Started under employees‟ own volition. For instance Oracle Apps Blog• Many are driven by strategic plans crafted by management and hosted in companies‟ official web sites, e.g., Dell‟s Linux blog
Executive Blog• Play an important role in personifying monolithic corporations to internal and external stakeholders• Current business environment requires much more transparency from the top-level executives• Also, a high level of confidentiality is essential to run their companies effectively• That‟s why many executives, CEOs in particular, are reluctant to be open and candid on the web.
Featuring the writings of high-ranking executives Can be an effective tool to establish a direct connection with stakeholders E.g., Marc Cuban, the owner of the NBA‟s Dallas Mavericks, is also using his blog to communicate effectively with fans of his team
Promotional blog• To generate buzz about products and events• Somewhat controversial-lack of an authentic human voice• A classic example, Dr Pepper/Seven Up‟s Raging Cow blog, which was supposedly written by its cow mascot Newsletter blog• Covers variety of topics such as company news and product information e.g., Google Blog
A “blog” – short for “web log” – is a web page that serves as apublicly accessible personal journal for an individual. Net generation in the workplace Conflicts involved in Control employee versus blogging autonomy in blogging
Net-geners growing from 14 percent of workforce to 21 percentover past 4 years. They, with high technical skills and better education, areregarded as an important corporate asset.They not only “demand independence” but also “seek meaningand community in their work place”. They are a source of competitive advantage because they canbe “brand ambassadors”.Net-geners can play an important role as passionate onlineevangelists for their organizations.
Due to the lack of rules governing the blog sphere, oftencalled today‟s “Wild West”.The nature of Blogs lead to conflicts. some employees wereeven fired over their blogs.Examples of employee bloggers confronted. A Microsoft contractor was fired after he posted pictures of Apple G5Computers. A Delta Air Lines flight attendant lost her job after she posted photos of herself in uniform on her blog.
In order to achieve larger goals of an organization,individuals who participate in it must surrender someautonomy.To work through this dilemma, an organizationrequires ongoing“processes of negotiation in which various strategiesare developed”.organizations engage in “processes of negotiation” –mechanisms that balance between control andautonomy.
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There are times when businesses should think twice about using social media When you‟re in a high-ticket business- If only a few clients bring in most of your revenue, the in- person approach is still best If you are in conflict with your employees-It‟s a potential disaster if employees use blogs to trash management If there is management skepticism-Social media can make an organization more transparent, accessible and accountable
Blog is an interactive platform which is a part of website in which individual maintain their regular entries of commentary descriptions of events other material such as graphics or video More personal online diaries
We identified that organizations adopt blogs mainly for:• Product development and customer service.• Thought leadership.• And promotion. Bottom-up blogging companies tend to focus on product development and customer service Most top-down blogging companies tend to prefer thought leadership or promotional content strategy
Most of the Fortune 500 firms that use blogs appear to prefer a top-down blogging strategy Such firms try to maintain high levels of control Some top-down blogging companies, such as IBM and McDonald‟s, apply bottom-up blogging strategies Microsoft and Sun Microsystems, are using a bottom-up blogging strategy. Such firms seek to maximize the capabilities of blogs by supporting employees who are highly productive and efficient.
Bloggers put a lot of effort into their blogs and they will behappy to correspond with you if you would like to talk abouttheir blog. Leaving comments is part of the foundation forstarting a blog community.Comments are fundamental for all blogs for several reasons:You can get discussions going on a blog post.It makes it easier for customers to directly comment on whatis being discussed in the post.There is a field in the form that allows you to fill out yourwebsite address. This shows other people that you, too, have ablog, and people are likely to click on the link to hear what youhave to say.
It is a system that notifies a blogger that anotherblog has written an article about one of their blogposts.Trackbacks are also important. You can find atrackback link down at the bottom of apost, usually next to the permalink and commentslink.It is a great way to see what kinds of other blogposts your posts have inspired.They are also an excellent way to start acommunity.They highly beneficial for the traffic you see onyour blog.
They are category names and people canselect keywords for their posts.It makes it easy to navigate a blog and findwhat youre looking for.If someone finds their blog and wants toread all of the articles about productdevelopment, tags will make this very easy.Tagging is recommended, especially if youwrite about a variety of different things.
Not linking to other blogs. Not having an email link or contact page.some blogs do not allow the readers toleave comments.This sends a bad message to customers.Not having an RSS feed. Not updatingoften enough.
It is a broadcast medium in the form of blogging.Micro blogs "allow users to exchange small elements of contentsuch as short sentences, individual images, or video links". Micro bloggers post about topics ranging from the simple,such as "what Im doing right now," to the thematic, such as"sports cars. Some micro blogging services offer features such as privacysettings, which allow users to control who can read their microblogs.
Users and organizations can set up their own micro bloggingservice: free and open source software is available.It has the potential to become a new, informal communicationmedium.It is expected to improve the social and emotional welfare of theworkforce, streamline the information flow within an organization.It can increase opportunities to share information.It help realize and utilize expertise within the workforce, andhelp build and maintain common ground between coworkers.
PrivacyUsers may broadcast sensitive personal information. Micro blogplatform providers can also cause privacy issues through altering orpresetting users privacy options.SecurityPotential for sensitive work information to be publicized on microblogging sites such as Twitter.IntegrationThe hardest issue to overcome, since it can be argued thatcorporate culture must change to accommodate micro blogging.
DOMonitor what others are saying on the blogosphere.Think beyond the press release and present in appealing way.For blogs to be used as marketing tool, use key words andphrases as blogs‟ titles.DON‟TDont post press releases or slick, use your personality as adifferentiator.Dont be afraid to make mistakes.Dont lie. The blogosphere is self-correcting.
Blogs will not completely replace newspapers, radio and TV stations oreven standard web sites.Blogs do not talk; people do, once they have practice in the languageor style of conversation that is needed.Blog interaction requires formal direction until new habits areacquired.It is rare that a blog author will edit the original posting to summarizewhat has been learned from the feedback comments.Putting personal information in a blog can be dangerous.comment links open to all readers can lead to blog site vandalism bythose who insert foul ideas, language and web links to trashy web sitessuch as pornography or hate promoting sites.comment links open to all readers can lead to blog site vandalism bythose who insert foul ideas, language and web links to trashy web sitessuch as pornography or hate promoting sites.
Ken Dyck, a customer of Microsoft, noticed a spelling mistake in the windows update function Ken decided to contact Microsoft to inform them of the spelling mistake Ken tried to inform Microsoft by looking around the Microsoft support site
Thought of calling product support services and register an incident at a cost of $25 Finally, decided to blog about the bug on this own blog A Microsoft employee, as Ken hoped, read the blog entry and the error is being reviewed
Implications A better mechanism for customers to contact Microsoft employees Realization of the impatience with the official path to report issues They may just give up and complain about the issue with friends Customer may have their own blog and the complaint is broadcast to the whole world
If Microsoft does not monitor such issues on blogs and forums they lose the customers Microsoft is discussing on automating this process Ideas include have a point person in each product group