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The Business Blogging Field Guide

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Christopher Carfi
Christopher Carfi

The document summarizes different types of business blogs and provides examples of each type. It describes Tour Guide blogs that give insights into a company, Recommender blogs that recommend resources, Maven blogs focused on an individual's expertise, Customer Advocate blogs that engage with customers, Do-er blogs that focus on specific expertise within a company, and CEO blogs written by high-level executives. The goal of business blogging is to uniquely connect with customers and provide value to both customers and the organization.

BusinessTechnology
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The Business Blogging Field Guide
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
What is a Blog? ,[object Object],[object Object],[object Object]
How popular are blogs? ,[object Object],[object Object],[object Object],[object Object],[object Object],Sources: iMedia Connection, Perseus White Papers, Pew Internet & American Life Project, Technorati
Common Traits Of Blogs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Who reads blogs? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sources: Pew Internet & American Life Project, Quris
Demographics: Web users v. blog users Source: Quris/Bruner, “View from the Inbox” research, n=1,691 Web users, July 2003. Corroborated by Pew’s “Content Creation Online”
Corporations Blogging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Characteristics of successful blogs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why Do Companies Have Business Blogs?
Why Companies Blog – Customer Facing Reasons ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why Companies Blog – Unique Internet Traits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why Companies Blog – Linking and PageRank ,[object Object],[object Object],[object Object]
What Kind Of Opportunity Do Blogs Represent For Your Company?
An Opportunity To Provide More Value To Customers ,[object Object],[object Object],[object Object],[object Object],Photo credit: http://wiki.elearning.ubc.ca/WhySocial
An Opportunity To Provide More Value To The Organization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
An Opportunity To Better Understand Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
The Business Blogging Field Guide ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Business Blogging Field Guide: Tour Guide Blogs ,[object Object],[object Object],"Tour Guide" example Blogger: Noah Acres Role: Director of Sales and Marketing Company: Bigha Blog Location: http://www.bigha.com/blog/archives/000059.php
The Business Blogging Field Guide: Recommender Blogs ,[object Object],[object Object],[object Object],“ Recommender" examples Blogger: Jeremy Zawodny Role: Platform Engineering Company: Yahoo! Blog Location: http:// jeremy . zawodny .com/ linkblog Blogger: Robert Scoble Role: Technical Evangelist Company: Microsoft (now PodTech) Blog Location: http://www.google.com/reader/shared/14480565058256660224
The Business Blogging Field Guide: Maven Blogs ,[object Object],[object Object],[object Object],[object Object],“ Maven" examples Blogger: Carolyn Elefant Area of Expertise: Solos and small law firms Company: The Law Offices of Carolyn Elefant Blog Location: http://www. myshingle .com Blogger: Ross Mayfield Area of Expertise: Wikis and collaborative technologies Company: SocialText Blog Location: http:// ross . typepad .com
The Business Blogging Field Guide: The Customer Advocate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Customer Advocate” examples Blogger: John Dowdell Role: Customer Support Company: Macromedia Blog Location: http://weblogs.macromedia.com/jd/archives/2005/01/real_jumps_shar.cfm Blogger: Robert Scoble Role: Technical Evangelist Company: Microsoft (now PodTech) Blog Location: http://radio.weblogs.com/0001011/2005/01/06.html
The Business Blogging Field Guide: “Do-er” Blogs ,[object Object],[object Object],[object Object],“ Do-er” examples Blogger: Bryan Cantrill (middle) Role: Solaris Kernel Development Company: Sun Blog Location: http://blogs.sun.com/roller/page/bmc/20050125 Blogger: Archie Reed Role: Secure Identity Management Company: HP Blog Location: http://h20325.www2.hp.com/blogs/reed
The Business Blogging Field Guide: CEO Blogs ,[object Object],[object Object],[object Object],“ CEO Blog” examples Blogger: Bob Lutz Role: Vice Chairman Company: General Motors Blog Location: http:// fastlane . gmblogs .com Blogger: Bob Parsons Role: Founder and President Company: GoDaddy Blog Location: http://www. bobparsons .com

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The Business Blogging Field Guide

  • 1. The Business Blogging Field Guide
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  • 8. Demographics: Web users v. blog users Source: Quris/Bruner, “View from the Inbox” research, n=1,691 Web users, July 2003. Corroborated by Pew’s “Content Creation Online”
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  • 11. Why Do Companies Have Business Blogs?
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  • 15. What Kind Of Opportunity Do Blogs Represent For Your Company?
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