Corporate Blogging With focus on India Abhishek Kant www.abhishekkant.net

Who am I Blogger, Technologist & Social Media Adopter http://www.abhishekkant.net http://twitter.com/abhishekkant http://www.linkedin.com/in/abhishekkant

Blogger, Technologist & Social Media Adopter

http://www.abhishekkant.net

http://twitter.com/abhishekkant

http://www.linkedin.com/in/abhishekkant

Corporate Blogs - I Blogs.infosys.com Ajitb.rediffland.com

Blogs.infosys.com

Ajitb.rediffland.com

Corporate Blogs - II Raahi.com http://research.microsoft.com http://www.alootechie.net

Raahi.com

http://research.microsoft.com

http://www.alootechie.net

Corporate Blogging: What’s Different Controlled Environment Shareholder Value - Support Sales Structured Teams

Controlled Environment

Shareholder Value - Support Sales

Structured Teams

Quick Roadblocks Selling the value of community Getting new users to sign up Building up the super contributors Status Quo

Selling the value of community

Getting new users to sign up

Building up the super contributors

Status Quo

Let’s go

Buy In – RoI Based Direct Sales Word of mouth/ Buzz Generation Reach Adoption Image/ Brand Product Feedback & EA System Customer generated content Self Supporting Ecosystem Satisfaction

Direct Sales

Word of mouth/ Buzz Generation

Reach

Adoption

Image/ Brand

Product Feedback & EA System

Customer generated content

Self Supporting Ecosystem

Satisfaction

Strategy Organizational responsibility Why Blog Community Needs Community Audit Who blogs and where? What medium? Blogging guidelines Contingency Plan Measurement

Organizational responsibility

Why Blog

Community Needs

Community Audit

Who blogs and where?

What medium?

Blogging guidelines

Contingency Plan

Measurement

Organizing Forming a team in charge of blogging Training on Blog policy Provide blogging platform Branding the blogs Assimilation of blogs

Forming a team in charge of blogging

Training on Blog policy

Provide blogging platform

Branding the blogs

Assimilation of blogs

Operations Establishing blogging frequency Establishing chain of approval for team/ sensitive blogs Commenting Response Management Continuous Measurement

Establishing blogging frequency

Establishing chain of approval for team/ sensitive blogs

Commenting

Response Management

Continuous Measurement

Soliciting Participation Building Personal brands Empowerment Tiered Recognition Help Network Offline Meeting Develop non-job skill

Building Personal brands

Empowerment

Tiered Recognition

Help Network

Offline Meeting

Develop non-job skill

Risks & Challenges Metrics & Analytics Legal Liability Implied Warranty Copyright PR Issue: Negative posts, Confidentiality IP Disclosures Blogs after employee leaves

Metrics & Analytics

Legal Liability

Implied Warranty

Copyright

PR Issue: Negative posts, Confidentiality

IP Disclosures

Blogs after employee leaves

Case Study: Microsoft Blogs Over 6000 blogs on MSDN & TechNet Many more on external sites e.g. weblogs.asp.net Internal Blogs exist STO for infrastructure Organized new media channels – channel9.com/ on10.net/ channel8.com Many are team blogs esp. the product blogs e.g. blogs.msdn.com/ie Blogging guidelines exist – “Blog Smart” Implied warranty statement Mail alias to collaborate amongst bloggers

Over 6000 blogs on MSDN & TechNet

Many more on external sites e.g. weblogs.asp.net

Internal Blogs exist

STO for infrastructure

Organized new media channels – channel9.com/ on10.net/ channel8.com

Many are team blogs esp. the product blogs e.g. blogs.msdn.com/ie

Blogging guidelines exist – “Blog Smart”

Implied warranty statement

Mail alias to collaborate amongst bloggers

Questions? Need Help? [email_address]