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Blogs como herramienta empresarial - 2ndo Encuentra Nacional de Bloggeros
 

Blogs como herramienta empresarial - 2ndo Encuentra Nacional de Bloggeros

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La presentación que hice como parte del 2ndo Encuentro Nacional de Blogueros, en Caguas, PR el 8 de mayo de 2010. La presentación duró 40 minutos.

La presentación que hice como parte del 2ndo Encuentro Nacional de Blogueros, en Caguas, PR el 8 de mayo de 2010. La presentación duró 40 minutos.

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  • <br />
  • This is me... the list of words is based on my blog, and was generated by Wordle ( a tool developed by an ex-IBMer). <br />
  • So let&#x2019;s begin. Today, I had 2 things for you: <br />
  • First, talk about blogs outside of the firewall / publicly facing. <br />
  • Second, blogs inside the firewall... <br />
  • Let&#x2019;s start with external blogs <br />
  • One of the things that I&#x2019;m often asked about is the ROI of social media. Back in January, The Economist had a fantastic quote. I loved this quote and it couldn&#x2019;t be anymore timely. Have you ever asked yourself what&#x2019;s the ROI of a phone? fax? email? etc.. Those are all communication / collaboration mediums.. so are blogs. <br />
  • Puerto Rico consumers are already using these tools and it&#x2019;s the 4th country with the highest # of hurs spent in Social Media sites in the world at 5.3 hrs/per day/per visitor to a social networking site. US is #9. <br />
  • In the video it referenced how consumers have a low level of trust in traditional media and advertisements. Here&#x2019;s one reason why: Last year, when the US Airways plane landed in the Hudson, it was all over Twitter ~45-60 mins before it showed in CNN. <br />
  • Another, more local example, is what happened about 1 month ago when the iPad was released in the US. Obviously, I went to Best Buy to check it out and play with the demo units. And noticed a bunch of people getting their hands on them. I even asked the BB sales guy how many units they had and he told me &#x201C;we have about 5 left of the 36 that came in this morning&#x201D;. <br />
  • The next morning, El Nuevo Dia, highlights the arrival of the iPad in its Sunday cover. However, it announced to the world that only 2 iPads were sold in the entire island. <br />
  • The next morning, El Nuevo Dia, highlights the arrival of the iPad in its Sunday cover. However, it announced to the world that only 2 iPads were sold in the entire island. <br />
  • A quick check in Twitter, reveals that 6 people were talking about the iPad they just bought in PR. The day after, Twitter users were expressing &#x201C;now, each time I read El Nuevo Dia, I won&#x2019;t know if it&#x2019;s fact or the reporter simply didn&#x2019;t bother investigating all angles&#x201D;. <br />
  • A quick check in Twitter, reveals that 6 people were talking about the iPad they just bought in PR. The day after, Twitter users were expressing &#x201C;now, each time I read El Nuevo Dia, I won&#x2019;t know if it&#x2019;s fact or the reporter simply didn&#x2019;t bother investigating all angles&#x201D;. <br />
  • A quick check in Twitter, reveals that 6 people were talking about the iPad they just bought in PR. The day after, Twitter users were expressing &#x201C;now, each time I read El Nuevo Dia, I won&#x2019;t know if it&#x2019;s fact or the reporter simply didn&#x2019;t bother investigating all angles&#x201D;. <br />
  • A quick check in Twitter, reveals that 6 people were talking about the iPad they just bought in PR. The day after, Twitter users were expressing &#x201C;now, each time I read El Nuevo Dia, I won&#x2019;t know if it&#x2019;s fact or the reporter simply didn&#x2019;t bother investigating all angles&#x201D;. <br />
  • A quick check in Twitter, reveals that 6 people were talking about the iPad they just bought in PR. The day after, Twitter users were expressing &#x201C;now, each time I read El Nuevo Dia, I won&#x2019;t know if it&#x2019;s fact or the reporter simply didn&#x2019;t bother investigating all angles&#x201D;. <br />
  • A quick check in Twitter, reveals that 6 people were talking about the iPad they just bought in PR. The day after, Twitter users were expressing &#x201C;now, each time I read El Nuevo Dia, I won&#x2019;t know if it&#x2019;s fact or the reporter simply didn&#x2019;t bother investigating all angles&#x201D;. <br />
  • A quick check in Twitter, reveals that 6 people were talking about the iPad they just bought in PR. The day after, Twitter users were expressing &#x201C;now, each time I read El Nuevo Dia, I won&#x2019;t know if it&#x2019;s fact or the reporter simply didn&#x2019;t bother investigating all angles&#x201D;. <br />
  • A quick check in Twitter, reveals that 6 people were talking about the iPad they just bought in PR. The day after, Twitter users were expressing &#x201C;now, each time I read El Nuevo Dia, I won&#x2019;t know if it&#x2019;s fact or the reporter simply didn&#x2019;t bother investigating all angles&#x201D;. <br />
  • A quick check in Twitter, reveals that 6 people were talking about the iPad they just bought in PR. The day after, Twitter users were expressing &#x201C;now, each time I read El Nuevo Dia, I won&#x2019;t know if it&#x2019;s fact or the reporter simply didn&#x2019;t bother investigating all angles&#x201D;. <br />
  • So those are two examples of how traditional media have lost the trust of consumers. Here&#x2019;s one example of how blogs have captured the trust of consumers. 2 weeks ago, it was a blog, Gizmodo, the one that uncovered the new iPhone 4G, before it was even announced by Apple itself. <br />
  • So how do we get started.. first you need to pick a tool. This is much like religion, everyone has their favorite. I particularly like Blogger, but I hear Wordpress is the best. I tried Wordpress once and wasn&#x2019;t very successful, so you pick. <br />
  • <br />
  • Once you pick a tool, you&#x2019;ll want to start brainstorming about topics to discuss. My first suggestion would be to talk about your market. Why are you targeting that market? What makes your market unique? comment about trends/news in your market. Etc. <br />
  • Next, of course, talk about your products/offerings. What makes them unique? why are they better? how do they compare against others? etc. <br />
  • Write about your suppliers... for example, why did you choose them? what new products are they working on? etc... <br />
  • Write about your competition... (if anything, this will help drive their traffic to your site :) ). Always do it in a respectful matter and never trash them. Focus on your positive attributes, not their negative ones. <br />
  • Branding is important too... here&#x2019;s a web front that uses blogs as its main revenue generator... <br />
  • and their blog look-n-feel is the same. I&#x2019;ve seen some blogs which are completely disconnected from other blogs. <br />
  • Before your first post... buy a domain. IMHO, there&#x2019;s nothing worse than: myblog.wordpress.com !! Focus on your branding.. domains are $10/year.. who can&#x2019;t afford that! (BTW.. please don&#x2019;t use writetome@gmail.com) For those same $10/year that you spent on buying your own domain, you can get myaddress@mydomain.com and that way you are not giving away free marketing to Google, Yahoo, Hotmail, etc. <br />
  • Once you start writing, be consistent. Your audience should expect blogs from you at a certain frequency. If you are selling your products... don&#x2019;t go overboard as well.. you&#x2019;ll have to find the happy medium between 1 post / year and 500 posts / day :) <br />
  • Once you start writing, be consistent. Your audience should expect blogs from you at a certain frequency. If you are selling your products... don&#x2019;t go overboard as well.. you&#x2019;ll have to find the happy medium between 1 post / year and 500 posts / day :) <br />
  • Once you start writing, be consistent. Your audience should expect blogs from you at a certain frequency. If you are selling your products... don&#x2019;t go overboard as well.. you&#x2019;ll have to find the happy medium between 1 post / year and 500 posts / day :) <br />
  • Once you start writing, be consistent. Your audience should expect blogs from you at a certain frequency. If you are selling your products... don&#x2019;t go overboard as well.. you&#x2019;ll have to find the happy medium between 1 post / year and 500 posts / day :) <br />
  • Once you start writing, be consistent. Your audience should expect blogs from you at a certain frequency. If you are selling your products... don&#x2019;t go overboard as well.. you&#x2019;ll have to find the happy medium between 1 post / year and 500 posts / day :) <br />
  • Google Blog Search is a great way to get alerts on topics you are interested in and discover bloggers that talk about similar things <br />
  • Google Blog Search is a great way to get alerts on topics you are interested in and discover bloggers that talk about similar things <br />
  • Google Blog Search is a great way to get alerts on topics you are interested in and discover bloggers that talk about similar things <br />
  • Google Blog Search is a great way to get alerts on topics you are interested in and discover bloggers that talk about similar things <br />
  • Google Blog Search is a great way to get alerts on topics you are interested in and discover bloggers that talk about similar things <br />
  • Google Blog Search is a great way to get alerts on topics you are interested in and discover bloggers that talk about similar things <br />
  • Google Blog Search is a great way to get alerts on topics you are interested in and discover bloggers that talk about similar things <br />
  • How do you consume all these feeds? Manage them in an online service such as Google Reader <br />
  • Or consume feeds offline with NetNewsWire (Mac) or FeedDemon (Windows) [for example] <br />
  • In terms of publishing, you can publish blogs directly from your desktop by using a tool such as &#x2018;ecto&#x2019; (seen above). Great because you can compose blogs while offline. <br />
  • Let&#x2019;s go back to the dog.. one, because he&#x2019;s so cute... and two because now we are going to talk about blogs inside corporations. What are the top 3 business drivers for blogs inside a corporation ? <br />
  • IBM surveys the Fortune 500 CEO&#x2019;s each year to see which challenges they have. Recently, they said that they need to drive innovation and innovate faster than their competitors. When asked where do they expect this innovation to come they said: Employees & Business Partners ( and not Research & Development which is what I would&#x2019;ve expected). <br /> <br /> This means that we need to give employees a voice and way to express their ideas, develop them and then the organization can capitalize on them. <br />
  • HR departments in many industries/organizations have also expressed their inability to rapidly develop skills and not having employees aligned with current organizational priorities. Blogs are a great way to promote informal learning inside an organization and help employees keep their skills up to date (and perhaps let them discover new opportunities where their skills would be a better fit than their current job role). <br />
  • And third, HR departments have also expressed how organizational silos are inhibiting collaboration. This leads to divisions to reinvent the wheel and not properly leverage intellectual capital that already exists inside the organization. Blogs are a great way to flatten the organizational structure of the corporation. <br />
  • Now, as with anything, there are some challenges. So let&#x2019;s talk about some best practices around Guidelines. <br />
  • IBM publishes it&#x2019;s Social Computing Guidelines @ http://www.ibm.com/blogs/zz/en/guidelines.html . These guidelines control what we do in social computing systems both inside and outside the firewall. These rules must be read and digitally signed by every IBMer, every year. Failure to comply with these rules may result in termination. <br />
  • According to the old adage, with synergy, one plus one equals three. The whole exceeds the sum of its parts. <br /> The adage led us to wonder if there might be an equation that captures the effect of knowledge management, combining the power of knowledge with the power of a knowledge-sharing network. <br /> We start with two familiar ideas. <br /> The first is Metcalfe&apos;s Law (described in C. Shapiro and H.R. Varian, Information Rules: A Strategic Guide to the Network Economy. Harvard Business School Press, Boston, 1998). <br /> If there are n people in a network, and the value of the network to each of them is proportional to the number of other users, then the total value of the network (to all users) is proportional to n &#x2022; (n - 1) = &#xA0;n2-&#xA0;n&#xA0;&#x2248;&#xA0;n2, for large n. <br /> The second is knowledge is power. <br /> <br /> Let&apos;s first see what happens if we assume knowledge accumulates additively in a knowledge-sharing network. In this case, if each person in a network knows k facts that are disjoint from those known by all others, and if this knowledge (sets of facts) is shared among s members of the network, then each member knows k + (s - 1) &#x2022; k = s &#x2022; k total facts. <br /> If knowledge is shared among all members, then s = n and each member knows n &#x2022; k total facts. Therefore, the "power" of the network p = n2 &#x2022; k. This is roughly Metcalfe&apos;s law with a knowledge multiplier. <br /> However, the above equation does not account for the capacity of the network to generate new knowledge. <br /> To address this, let&apos;s see what happens if we assume knowledge accumulates multiplicatively. Then, in the case where each member shares knowledge with s other members, each member knows ks. As a result, the power of the network p = n &#x2022; ks. <br /> However, this is an overestimate because it does not account for overlap in the knowledge of each individual member. If we assume that the overlap is proportional to the number of members, we get p = n &#x2022; ks / n or p&#xA0;=&#xA0;ks <br /> <br />
  • Let&#x2019;s Summarize <br />
  • <br />
  • <br />
  • <br />
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  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • Thanks for your time! <br />

Blogs como herramienta empresarial - 2ndo Encuentra Nacional de Bloggeros Blogs como herramienta empresarial - 2ndo Encuentra Nacional de Bloggeros Presentation Transcript

  • Blogs como herramienta empresarial Luis Benítez http://www.lbenitez.com http://twitter.com/lbenitez
  • Agenda
  • Agenda
  • Externo
  • An astonishing amount of time is being wasted on investigating the amount of time being wasted on social networks. -The Economist http://www.economist.com/specialreports/displaystory.cfm?story_id=15350928 Jan 2010
  • Source: http://www.comscore.com/Press_Events/Press_Releases/2009/7/Russia_has_World_s_Most_Engaged_Social_Networking_Audience
  • Herramientas • Blogger • http://www.blogger.com • Wordpress • http://www.wordpress.com • Y otros...
  • Mis Recomendaciones
  • Como Usar Blogs • Escribe artículos específicos a tu mercado • e.g. tóxicos en juguetes - que está pasando, tendencias, etc
  • Como Usar Blogs • Escribe artículos sobre tus productos/ servicios • e.g. que te hace único
  • Como Usar Blogs • Escribe sobre tus suplidores
  • Como Usar Blogs • Escribe sobre tu competencia • ¿cuál es tu perspectiva de ellos? ¿qué te gusta? ¿qué mejorarías?
  • Flickr Photo by: williamhook
  • Consistencia Flickr Photo by: williamhook
  • Consistencia Flickr Photo by: williamhook
  • Consistencia - Compromiso Flickr Photo by: williamhook
  • Consistencia - Compromiso Flickr Photo by: williamhook
  • Consistencia - Compromiso - SEO Flickr Photo by: williamhook
  • • Usa http://blogsearch.google.com para ver los “chismes”
  • • Usa http://blogsearch.google.com para ver los “chismes” • sobre ti
  • • Usa http://blogsearch.google.com para ver los “chismes” • sobre ti • tu competencia
  • • Usa http://blogsearch.google.com para ver los “chismes” • sobre ti • tu competencia • tus suplidores
  • • Usa http://blogsearch.google.com para ver los “chismes” • sobre ti • tu competencia • tus suplidores • tu industria
  • • Usa http://blogsearch.google.com para ver los “chismes” • sobre ti • tu competencia • tus suplidores • tu industria • etc..
  • • Usa http://blogsearch.google.com para ver los “chismes” • sobre ti • tu competencia • tus suplidores • tu industria • etc.. • Google Alerts es otro recurso
  • Innovación
  • Desarrollar Destrezas
  • Mayor Eficiencia
  • Políticas de Uso y Retos
  • http://www.ibm.com/blogs/zz/en/guidelines.html
  • Power = Knowledge http://www.reidgsmith.com/Power.htm
  • Shared Power = Knowledge http://www.reidgsmith.com/Power.htm
  • Resumen
  • Beneficios
  • Beneficios • Externo
  • Beneficios • Externo • Mejor SEO
  • Beneficios • Externo • Mejor SEO • Más confianza
  • Beneficios • Externo • Mejor SEO • Más confianza • Más personal
  • Beneficios • Externo • Mejor SEO • Más confianza • Más personal • Mejor servicio al cliente
  • Beneficios • Externo • Interno • Mejor SEO • Más confianza • Más personal • Mejor servicio al cliente
  • Beneficios • Externo • Interno • Mejor SEO • Innovación • Más confianza • Más personal • Mejor servicio al cliente
  • Beneficios • Externo • Interno • Mejor SEO • Innovación • Más confianza • Desarrolla Destrezas • Más personal • Mejor servicio al cliente
  • Beneficios • Externo • Interno • Mejor SEO • Innovación • Más confianza • Desarrolla Destrezas • Más personal • Mejor Eficiencia • Mejor servicio al cliente
  • Beneficios • Externo • Interno • Mejor SEO • Innovación • Más confianza • Desarrolla Destrezas • Más personal • Mejor Eficiencia • Mejor servicio al • Reducir Costos cliente
  • ¡Gracias!