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Blogging 101 Presented to MDC at Crotonville, NY for the Foundations of Leadership Course

Blogging 101 Presented to MDC at Crotonville, NY for the Foundations of Leadership Course

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  • The individual is at the core of the Blogging movement even as more larger groups and corporations are embracing the format. The Blogger provides personality, credibility and a point of view . Successful blogs retain this even if there may be more than one author. Bloggers have become thought leaders in their particular space by building a community of like-minded individuals around them.
  • The term " Web 2.0 " is commonly associated with web applications that facilitate interactive information sharing, user-centered design and collaboration on the world wide web. Examples of Web 2.0 include web-based communities, social networking sites, wikis, blogs, video sharing sites and the like. A Web 2.0 site allows its users to interact with other users or to change website content , in contrast to non-interactive websites where users are limited to the passive viewing of information that is provided to them.
  • GEnie was founded by Bill Louden in October 1, 1985 [3] and was launched as an ASCII text-based service by GE's Information Services division in October 1985, and received attention as the first serious commercial competition to CompuServe . Louden was originally CompuServe's product manager for Computing, Community (forums), Games, ecommerce, and email product lines. Louden purchased DECWAR source code and had MegaWars developed, one of the earliest multi-player online games (or MMOG ), in 1982. The service was run by General Electric Information Services (GEIS, now GXS ) based in Rockville, Maryland . GEIS served a diverse set of large-scale, international, commercial network-based custom application needs, including banking, Electronic Data Interchange and e-mail services to companies worldwide, but was able to run GEnie on their many GE Mark III time-sharing mainframe computers that otherwise would have been underutilized after normal U.S. business hours. This orientation was part of GEnie's downfall. Although it became very popular and a national force in the on-line marketplace, GEnie was not allowed to grow. GEIS executives steadfastly refused to view the service as anything but "fill in" load and would not expand the network by a single phone line, let alone expand mainframe capacity, to accommodate GEnie's growing user base. (Later, however, GE did consent to make the service available through the SprintNet time-sharing network, which had its own dial-up points of presence.) The initial price for connection, at both 300 bits per second and the then-high-speed 1200 bits per second, was $5–$6 per hour during "non-prime-time" hours (evenings and weekends) and $36 an hour (to discourage daytime use) otherwise, later adjusted to $6 per hour and $18 per hour, respectively. 2400 bit/s was also available at a premium. Later, GEnie developed the Star*Services package, soon renamed Genie*Basic after Prodigy threatened a trademark lawsuit over the use of the word "Star". It offered a set of "unlimited use" features for $4.95/month. Other services cost extra, mirroring the tiered service model popular at the time. GEnie's forums were called RoundTables (RTs), and each, as well as other internal services, had a page number associated with it, akin to a web address today; typing "m 1335", for instance, would bring you to the GemStone III game page. The service included RTs, games, mail and shopping. For some time, GEnie published a bimonthly print magazine, LiveWire . GEnie's early chat room was called the LiveWire CB Simulator, [4] after the popular CB radios of the time.
  • Beth Comstock is Chief Marketing Officer and SVP of GE. She leads the company's organic growth and commercial innovation initiatives, and the sales, marketing and communications functions.
  • Ryan Graves is the author of IT Buzz Blog- a place for news, tips & tricks, and interesting musings of GE Healthcare IT professionals.
  • Matthew Benvie is a Media Relations employee for GE Aviation, covering flip cam videos and blogging for major trade shows, including Oshkosh Air Show.
  • To communicate insight on daily issues form Leadership to their employees. The advantage of this would be to help set the tone for important issues in an organization.   2)    To communicate best practices among employees regarding relevant business issues.   To give employees a forum for question and answer on “break-fix” technical issues they are having.   Pod casts can be used to deliver messages from leaders to their employees to cut down on travel expense and to use time more efficiently.
  • What is the overall purpose behind writing the blog and what is the general breakdown? The subject should be easily understood and interesting to the group reading the blog. Is this an international audience or your family, for example? 3. This will depend heavily upon the audience being targeted and the subject you are writing about. For example, if you’re writing a travel blog on Puerto Rico you will want to use sites like travelpod which are frequented by other travelers. 4. Visit other blogs to build a blogging circle, adding your URL address on other blogs. 5. They will place a link to your site on their webpage and/or have a feed running from your blog so that every time you post something, it will show up on the blog aggregator homepage, helping to increase readership.

Technology Showcase, Foundations Of Leadership Technology Showcase, Foundations Of Leadership Presentation Transcript

  • Blogging 101 Making the most of new innovated technology 2009 FoL Technology Showcase
  • Understanding Blogging
    • Part 1: History of Blogs
    • Part 2: Business Blogging
    • Part 3: Presence in the Blogosphere
    • Part 4: Opportunity for Growth
  • Part 1: History of Blogs
  • The beginning of a Trend…
    • Website, formerly known as “web logs”
    • First “blog,” Links.net (1994)
    • “ Online Journal” with Authentic self-expression
      • Custom design layout (Distinct voice and personality)
    • An instant publishing tool to communicate with customers & stakeholders
  • Blogging Advancements…
    • (2000s) Blog & Web 2.0
        • Empowerment of the Individual
        • Ease of authoring & publishing rich-media (text, video, and audio)
        • Social Networking (Basis for broad, open interaction)
        • Organic growth and evolution of thought
        • centers
        • Platform independence and accessibility
      • (2003) AdSense matches ads to blogs by content
      • (2006) The Rise of Micro-blogging - Twitter
        • A newer form of blogging that allows users to send brief updates
        • An entry could consist of a single sentence, a fragment, an image or video
  • Current Trends
    • Interactivity – Comments, “liking,” reposts, linking
    Not just text – video, audio, photos, links, etc. Remote usage – RSS, Post to Facebook, Mobile phones
  • Part 2: Business Blogging
  • What is “Business” Blogging?
    • ProBlogging : Blogging for traffic and selling ads, affiliate links, reviews, etc
    • Corporate Blogging : Weblog published and used by the organization to reach its organizational goals.
            • Streaming news from corporation
    • Business Blogging : Personal Blog from General Manager or CEO about their business
            • “ Only external”  Focus on customers & prospects
    Misconception! Business Blogging Corporate Blogging
  • Benefit/Risk Analysis
      • Business Blogging Benefits:
      • Build Community with Better Communication
        • Engage & Share knowledge with larger/diverse audience
        • Positive Representation with stakeholders and employees
      • Easy Web Publishing Solutions lead to Lower Costs
        • Software is easy to use, faster uploads, no lead time
        • Better financial alternative to web presence
      • Higher Search Engine Rankings (Link Popularity)
      • Business Blogging Risks:
      • Unfavorable Reviews
        • Public Criticism over products and/or written statements
      • Loss of Credibility
        • Libelous posts
      • Cost of Maintenance
        • customers, stakeholders and employees
      • Too Much time spent on Blog
      • Regular Communication with Constituents
        • An informal, easily maintained method
        • Employees receive the same information at the same time
      • VOC  Voice of the “Company”
        • Opportunity to welcome, educate, and inform visitors
      • Respectfully Monitor Employee Blogging
        • Have policies and guidelines to ensure confidentiality of information
      • Excellent Recruiting Tool
        • “ Potential” employees may be blogging too…
        • Learn about company culture, policies and interaction
      • Search for other Business Blogs
        • Check for aggressive competitors…Be Proactive
    Steps for a Successful Business Blog “ What sets blogs apart from other online writing … is their dynamic nature (as opposed to static Web pages) and their voice (style).” – Susan Ward, About.com
  • Part 3: GE Presence in the Blogosphere
  • GE’s Footprint
    • Pre-Blogging Era
        • GEnie
          • General Electric Network for Information Exchange
          • Ran from 1985 to 1999
          • 350,000 users
          • Use of “Roundtables”
            • Discussion area with message
            • board and library for files
    • GE Internal
      • Business Managers
      • Representative of GE Product Line
      • Representative for Trade Show/Event
    • GE External
      • GE Reports
  • Internal Blogs: Beth Comstock BlackBerryBeth, Vice President and Chief Marketing Officer http:// beth.ge.com /
    • What is the easiest part about blogging? - Understand your audience and the purpose of the blog
    • - Go for quality not quantity. Don’t feel obligated to write a certain number of posts per day or per week
    • - The best entries are ones that you are the most passionate about
    • Consider your role to be something like a "curator" of interesting marketing/commercial insights
  • Internal Blogs: Ryan Graves
    • What is the most challenging?
    • -Staying focused can be very difficult
    • Identifying the target, goals/metrics?
    • Understanding the purpose behind the blog
    • Giving them a reason to come back…
    IT Buzz Blog, GE Healthcare IMLP http:// wiki.health.ge.com/gehc_blogs/itbuzz /
  • Internal Blogs: Matthew Benvie
    • What are your goals/initiatives?
    • -Taking lessons learned from our experiences
    • -Integrating those lessons into our overall media/marketing strategy for 2010 and beyond
    • -Creating a social media policy for the entirety of GE Aviation, so our employees can better understand the what-not-to-do's and what-to-do's when it comes to blogging
    Oshkosh Connect, Aviation CDLP http://genet.ae.ge.com/home/OshkoshBlog/OshkoshBlog.html
  • External Blogs: GE Reports
    • http:// www.gereports.com /
    • Source for what’s happening at GE Website in blog format
    • Share GE’s point of view in a no-frills messaging style
    • Multiple stories posted per day
    • Video and photos for an enhanced the experience
    • Broad audience – stockholders to employees to the media
    Follow GE reports on Twitter
  • Internal/External Blogging – GE Policy Important to understand the risk, reward and reach of the information presented in a blog or social media forum
    • Quality of information is dependent on the individual blogging (not necessarily accurate or properly cited)
    • Presents a method of sharing best practices and presenting collaborative opportunities
    • Confidentiality can be compromised if non-public GE information is shared
    • Posing questions allows for audience interaction
    • Content is readily searchable and can be accessed for a long time
    • Excellent communication tool with extended audience
    • Online content will reflect BOTH the individual and company reputation
    • Great way to show expertise and perspective
    • An individual’s position/opinion can be perceived as an “official” GE position due to affiliation with the company
    Risks Benefits
  • Avoiding Blogging Pitfalls
    • Do…
    • Comply with GE Guidelines, The Spirit and The Letter and applicable copyright laws
    • Raise any integrity questions or concerns
    • Exercise good judgment on the content you post
    • Clarify that your views are personal
    • Conduct due diligence as to the accuracy of the content you post
    • Do not…
    • Attempt to speak for the company unless expressly given permission to do so
    • Post proprietary/ confidential/ non-public GE information
    • Make predictive statements
    • Use the blog/forum as a medium for covert advertising
    Keep in mind that ANY blogging/posting that violates GE policy is prohibited (even if solely conducted using personal resources)
  • Part 4: Opportunities for Growth
  • Best Practice Sharing Team Coordination Customer Interface Leadership
    • Communicate Important Changes
    • Set the Tone
    • Policy and Procedures
    • Products and Services
    • Improve Efficiency
    • Facilitate“Break-Fix” Issues
    • FAQs
    • Marketing
    Blogging Opportunities at GE
  • Getting Involved in the Blogosphere
      • 5 Step Process
        • Create Blog
        • Participate in Blog Communities
        • Post comments on key Blogs
        • Sponsorship of Blogs
        • Advertise on Blogs
    The purpose is clear The personality is established The voice is unique & consistent The links are relevant The conversations are meaningful The frequency of posts is timely Make Sure…
  • Step-By-Step Blogging
      • Define the initiative and subject matter
      • Target a specific audience
      • Choose an appealing publisher
      • Proofread and publish your blog
      • Find blog aggregators
  • GE Deliverables from Blogging
      • Customer Satisfaction
        • Provide Case Studies & Testimonials
        • Offer Create Conversations with Existing Clients
      • Growth Leadership
        • Remembering the “H” in HR
        • Offer Insights & Opinions with Collaboration
        • Showcase Products, Technology & Research
      • Globalization
        • Support Sales
        • Expand Market Reach with New Opportunities
    Opportunities should reflect and support key GE messaging & values
  • Thank You! William Maurer Jessica Abraham Aja Collins Curtis Haines Jareth Kelly Dukens Rene Michael Smith On behalf of Team 1: