The Blogosphere….. 400,000 Blog posts are created every day… 4.6 posts every second (16,000 per hour)… 45% of blogs have not had a posting in the past 3 months… 2.72 million blogs have been permanently abandoned 300K blogs have been abandoned after being regularly maintained for over a year Only 5% of blogs are corporate
Is Your Organisation Ready To Blog? A true and effective blog is: Dialogue – two way communication – inviting comment and feedback….. updated regularly…. Written consistently….
Assessing Your Blog ReadinessWhat Is Your Corporate Culture ?
Assessing Your Blog Readiness What do We Want To Achieve By Blogging ?
Why Do We Want To Blog ? As a marketing strategy… Thought leadership…. Community building…. Customer relations… Advocacy….. Brand Building….. As part of the PR Strategy…..
Assessing Your Blog Readiness What Problem What about does Blogging credibility in Solve for us ? the blogosphere? What’s the business case How do we for blogging? know if blogging is Why do we right for our need to pay organisation? attention to the blogosphere?
Pay Attention To The Blogosphere? Digital Natives…“They Google, blog, Wiki,Flickr, socialtext, post,subscribe, annotate and,above all, share.” “The social web shifts media from institutions to communities where participants benefit from Group wisdom.” Terry Semel CEO Yahoo!
Pay Attention To The Blogosphere ?“Could the music industryhave predicted the rise ofthe Arctic Monkeys? Theanswer is yes. Bymonitoring blogs, chat roomactivity and social mediasites they would haveidentified an emergingtrend” Heather Hopkins Research Director Hitwise
Creating Corporate Blogging Guidelines Do not bring the company into disrepute Do not defame or discuss your colleagues or their behavior Do not write anything defamatory Do not blog in company time Do not reveal confidential information Do not reveal trade secrets Respect your audience Cite others blogging on the subject area Be the first to correct your own mistakes