Engaging and impactful</li></li></ul><li>Challenges before launch<br />Not a consumer brand – who are our corporate audiences and what can we blog to them about? <br />Demonstrating the value - does the effort involved have any payback?<br />Could this engagement backfire <br />How do we identify bloggers internally and encourage them to be active<br />Maintaining regular content<br />
Graduate blogs<br /><ul><li>Graduates led the way…
Able to address concerns quickly</li></li></ul><li>Starbucks<br />Addressing myths through their web site<br />
The lessons<br />Don’t expect miracles<br />relatively low hit rate / comments <br />need to manage expectations<br />low initial engagement<br />BUT stakeholders appreciate it<br />
Summary – so far, it’s been a success<br />Centrica Views – a FTSE100 integrated blogging platform<br />Rising interest @ 3,500 views per month<br />CR web chat – 26 questions in 1.5 hours<br />Issues handled<br />Beginning to be integrated into our way of working<br />
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