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muralla china Great_Wall_of_China muralla china Great_Wall_of_China Presentation Transcript

  • Corporate Blogging Sabrina I. Pacifici Founder, Editor, Publisher, Web Manager LLRX.com (www.llrx.com), the unique, free, independent webzine on legal research, resources, applications, and technology for librarians and legal professionals. & Author of beSpacific (www.bespacific.com) Accurate, focused law and technology news, updated daily
  • Presentation Overview • Blog facts • Content creation and • Overall blog stats management • Blogging applications • Marketing and branding, in- • house and to the public Blog features • Blogs as knowledge • Tracking blogs at large management tools • Corporate blogging stats – Adjunct to portals, websites, • Why blog intranets • What to blog about • Examples of focused, topical • Got Content! blogs • More reasons you should blog • Blogging Essentials – benefits, people, time, cost • Tech companies lead the way in corporate blogging • Elements/components of • News and resources on good blogs corporate blogging Sabrina I. Pacifici, www.bespacific.com
  • Facts about blogs Sabrina I. Pacifici, www.bespacific.com
  • Parts of a blog – consider which elements to use Sabrina I. Pacifici, www.bespacific.com
  • How many blogs are there? Millions and millions…. Sabrina I. Pacifici, www.bespacific.com
  • But how many are updated regularly? Sabrina I. Pacifici, www.bespacific.com
  • “A mere 2% of Adult Internet users maintain Web diaries or Web blogs…Content omnivores are among the heaviest overall users of the Internet.” Sabrina I. Pacifici, www.bespacific.com
  • Blog Software – An overview of some options Sabrina I. Pacifici, www.bespacific.com
  • Tracking Blogs Sabrina I. Pacifici, www.bespacific.com
  • Stats on Corporate Bloggers: http://www.sifry.com/alerts/archives/000390.html, October 17, 2004 Sabrina I. Pacifici, www.bespacific.com
  • Why Blog? • Inexpensive, non-techie, • Expand services to those across easy/quick to launch your organization • Capture, annotate information • Increase productivity and info exchange through better time – Indicate document relevancy, management and resource provide taxonomy, create info allocation relationships • Seamless access via internal – Make info visible that would network otherwise be overlooked – Read the website, receive RSS – Document management tool, feeds or updates through email from micro to macro (personal, • Promote internal marketing for departmental, organizational) individual, group/dept. and/team • Excellent adjunct/alternative to initiatives, projects (long and email overload short term) – Leverage your research and • Content is searchable, browsable, ability to disseminate it archived and users can comment – Alternative to vast, impenetrable file • Create and promote key folders of emails relationships within and across – valuable database is created and departments, groups and expanded continuously services – Inexpensive, practical KM system that does not require lots of $ Sabrina I. Pacifici, www.bespacific.com
  • Blogging Essentials – benefits, people, time, cost • Is a blog the app you should • Obtain stakeholder buy-in choose • Demo the service, request – Who are you trying to serve, suggestions, comments and and why input • Needs assessment • Respond quickly by adapting – Have a specific goal, review the blog to incorporate progress and assess value additional data • Who is responsible for – narrow or expand content and maintenance/updating specifications • Blogs can be “back-office” or • Is one blog sufficient, or do you front and center need multiple blogs? – Determine scope…or niche • Address usability, functionality, • Establishing and populating the value for time spent blog(s) with content • Stay on message…focus, focus, – review resource options with focus – readers have limited key members of departments, time practice groups or areas whom you wish to serve. • Verify, vet, validate content – choose your source materials very carefully Sabrina I. Pacifici, www.bespacific.com
  • Blogs – can they replace an intranet? Sabrina I. Pacifici, www.bespacific.com
  • From Dave Pollard's How to Save the World – The Knowledge Process, http://blogs.salon.com/0002007/ Sabrina I. Pacifici, www.bespacific.com
  • What to Blog About? Share the Knowledge • new or ongoing projects – close the loop • new services, or current ones that require better promotion/info dissemination • KM initiatives – Evaluation, design, implementation, roll-out, testing • Tasks – group/departmental – Organizational tool, management tool • Password database, subscription database, calendar of events • training • presentations • topical/subject specific research • practice development • clients • virtual reference, electronic services, cataloging • from topics specific or broad, it is up to you! Sabrina I. Pacifici, www.bespacific.com
  • What Does Blogging Involve – Got Content! • Assignment: monitor, track, locate (through all avenues available…fee and free)… find needle in haystack and make it look easy! • validate, verify, analyze • review, edit, append info as req’d (PDF, Word docs, Excel, graphics, audio, video) • seek feedback, comments, contributions • publish, disseminate, update (the updating part is the real kicker)…commitment is key! • don’t start what you can’t continue – Feed the Blog! • time management is essential Sabrina I. Pacifici, www.bespacific.com
  • Example of a blog used for development, collaboration, testing Sabrina I. Pacifici, www.bespacific.com
  • Blogs facilitate organization of, and access to, relevant data by topics Sabrina I. Pacifici, www.bespacific.com
  • Example of a very focused topical blog: GM Smallblock Engine Blog Sabrina I. Pacifici, www.bespacific.com
  • Example of a topical blog with broader focus but still subject oriented – stays on message. Sabrina I. Pacifici, www.bespacific.com
  • More Reasons Why You Should Blog • Identify and target your users • Branding/marketing vehicle for your • Provide channels of information library – good PR – Choice/selection in data stream – Offers tangible, ongoing documentation of work product – From the general to the granular, your readers can choose if you offer – Justify resources, staffing, additional them a range of content services • Supplementing info/data/resources • Where is that report, news article, from websites, e-newsletters, paid survey, training manual? subscription services, online – Promote, maximize internal databases collaboration, knowledge base • Aggregate your current publishing management of resources, tasks formats and projects – Intranet • Real time publishing – Portal – Direct, no intermediary req’d – Websites • You are the expert – Handouts/brochures – Blogging will focus and expand upon your skills – Power Points – Level the playing field…minimize – Emails barriers and increase visibility, – Newsletters communications, integration of resources Sabrina I. Pacifici, www.bespacific.com
  • Think about products and services – informing and supporting users A Product Blog "By announcing a new product on a blog you are creating an invitation to a discussion about your product. On-line press releases don't allow readers to post comments to provide feedback or to ask questions. As more and more blog readers use newsreaders, people are very apt to grab an RSS feed for a blog they find interesting. That creates an opportunity for the blog to continue the discussion that starts with a new product announcement. “ http://contentcentricblog.typepad.com/ Sabrina I. Pacifici, www.bespacific.com
  • Consider the options, value and flexibility offered by RSS Feeds • News feeds help you “get the word out” about updates to your blog – In-house or to the public – Offer your readers/community an alternative to email only, or as a supplement to it for those who “opt-in” • Review websites you use that offer feeds – To locate feeds, look for the orange icon or button that says RSS, XML, Syndicate or Atom. Sabrina I. Pacifici, www.bespacific.com
  • Sabrina I. Pacifici, www.bespacific.com
  • Microsoft has over 800 employees blogging…take a look Sabrina I. Pacifici, www.bespacific.com
  • Bloggers from Sun Microsystems Sabrina I. Pacifici, www.bespacific.com
  • CEO’s Who Blog Sabrina I. Pacifici, www.bespacific.com
  • News and Resources About Corporate Blogging • Blogging for Business – “With readers flocking to their Web postings, execs are finding blogs useful for plugging not just their products but their points of view.” Business Week, August 9, 2004 http://tinyurl.com/4mukc • Blogging With The Boss's Blessing – “More companies are helping employees to speak freely -- and bond with customers.” Business Week, June 28, 2004 http://www.businessweek.com/magazine/content/04_26/b3889107.htm • Blogging behind the firewall – “InfoWorld’s internal Weblog started as an experiment. Already, it’s indispensable.” InfoWorld, May 24, 2004 http://www.infoworld.com/article/04/05/21/21OPconnection_1.html • The Corporate Blog is Catching On, New York Times, June 23, 2003 http://tinyurl.com/f10d • Google sees benefits in corporate blogging, “Company says internal blogs can be used to track meeting notes, share diagnostics information and code.” InfoWorld, November 18, 2004 http://www.infoworld.com/article/04/11/18/HNgooglecorpblog_1.html • HP quietly begins Web log experiment – “Hewlett-Packard Co. has become the latest IT vendor to dip its toes in the wild world of Web logging, or blogging.” IDG News Service, 23 Nov 2004, http://tinyurl.com/689r4 • See beSpacific.com’s regular updates on blogging at http://www.bespacific .com/mt/archives/cat_blogs.html • Blogging policy examples – Charlene Li, http://forrester.typepad.com/charleneli/2004/11/blogging_policy.html Sabrina I. Pacifici, www.bespacific.com