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The Corporate Blogging Conundrum

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  • + sascomeditor Alison Bolen 4 months ago
    Thanks, delta40. Trying to do anything with social media in a large corporation requires lots and lots of patience.
  • + guestd9dfc5 delta40 4 months ago
    Nice presentation. I especially like the comment on patience.
    Trying to sell back value from conversation is an iffy proposition however you slice it.
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Notes on slide 1

Chris has said that he spent years blogging without many readers at all before developing an avid following. He’s been active in social meida for more than a decade, and he’s one of the biggest advocates for participating actively with other bloggers: commenting on their blogs, linking to them, engaging on Twitter, etc. He also started these little conferences called podcamps. You may have heard of them.Because of the scale of their popularity, they’ve both transcended the definitions I’ve set up here. Seth is now a popular blogger and Chris is an author and speaker. But at their start in social media, they came to blogging from the two vantage points we’re discussing.

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The Corporate Blogging Conundrum - Presentation Transcript

  1. The corporate blogging conundrum
    Training thought leaders to blog vs. giving bloggers a platform to develop expertise
    Presented by Alison Bolen (@sascomeditor)
  2. About SAS
    Leader in business analytics software and services, delivering THE POWER TO KNOW®.
    Unbroken track record of revenue growth every year since 1976 .
    $2.26 billion worldwide revenue in 2008.
    22 percent reinvestment in research and development in 2008.
    More than 11,000 employees, 400 offices globally.
  3. Presentation overview:
    Defining thought leaders vs. natural bloggers
    Comparing thought leaders vs. natural bloggers
    The SAS blogging program
    How to support thought leaders
    Is it worth it?
  4. Identifying thought leaders vs. bloggers
    Thought leader traits
    Natural Blogger traits
    Book author
    Paid speaker
    Paid to consult
    Sanctioned by PR
    Often quoted in the press
    Corporate photo on file
    Participates in Forums
    Loves Twitter
    Paid by day job
    Collects content
    Already blogs
    Snapshots available
  5. People you know
    Seth Godin
    Chris Brogan
  6. The SAS version
    Gary Cokins
    Chris Hemedinger
  7. A blogging program that incorporates both types
    Level I – Global program blogs
    Level II – Key industry/solution blogs
    Level III – SAS Sponsorship blogs
    Level IV – Independent bloggers
    [Unclassified testing ground – sascom voices]
  8. The SAS version continued
    Gary Cokins: blogs.sas.com/cokins
    Chris Hemedinger: blogs.sas.com/sasdummy
  9. Tips for training thought leaders to blog
    Teach RSS.
    Spoon feed links and ideas.
    Explain the importance of brevity.
    Chat weekly.
    Idea exchange with other bloggers.
    Develop official training.
    Repeat (practice extreme patience).
  10. Things to avoid
    Don’t over-commit.
    Don’t do it alone.
    Don’t be too pushy.
    Don’t expect too much too soon.
  11. Is it worth it?
    Introduced high-value thinkers to the now dominant channels for sharing ideas.
    Familiarized PR with blogging and social media.
    Tapped into new networks and audiences.
    Gained acceptance inside the company for blogging and social media.
    Gained visibility for SAS as a forward-thinking company.
  12. Additional info
    Twitter: @sascomeditor
    Email: alison.bolen@sas.com
    sascom blog: http://blogs.sas.com/sascom
    SAS blogs: http://blogs.sas.com
    Web 1.0 www.sas.com/sascom
  13. Copyright © 2009, SAS Institute Inc. All rights reserved.

+ Alison BolenAlison Bolen, 4 months ago

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