Corporate Blogs - Challenges and Success Factors

• Corporate blogs are not yet mainstream. • Many companies do not have corporate blogs. • Moreover according to report by Forrester Research most people don't trust corporate blogs. "How much do you trust* the following information sources?" Email form people you know- 77% Consumer product ratings/reviews- 60% Portals/search engines- 50% Social networking site profiles- 46% Wikies- 28% Online classifieds- 20% Personal blog- 18% Social networking site profiles- 18% Company blog- 16% © 2009 www.telezent.com

Here are some challenges of corporate blogs. - Jeremiah Owyang • Often, no ending date. • Most don’t receive a lot of traffic. • May require a lot of time. • Being conversational is unnatural. • Hard to measure success. • Legal has hang-ups. • Our employees don’t represent our brand. • As employee bloggers become popular, brands get concerned. © 2009 www.telezent.com

• Blogs are next-generation websites. • Believe it or not, we're in early days of "Corporate Blogging". • Companies are just beginning to get the hang of it. - Debbie Weil Corporate Blog Success Party Company Executives © 2009 www.telezent.com

• Corporate blogging, unlike search engine marketing, doesn't lead instantly to directly purchase of services. • Top management should support the corporate blogging initiative or it will lose stream and fail. - Kfir-Pravda Management Support- Factor 1 Complete Support Top Management Bloggers/Evangelis A recent McKinsey Report "6 ways to make Web2.0 work" list management support as a key factor to success. © 2009 www.telezent.com

• An evangelist is one who is passionate about writing, blogging or social media in general. • Who will push the effort internally- and it is very important to give him/her incentives and management support. - Kfir-Pravda Evangelist (or Champions)- Factor 2 © 2009 www.telezent.com

• Companies need to educate and train their employees on Social Media in general and the importance of Corporate blogs. Education- Factor 3 Educate your Employees • Everyone needs to understand that this is not just another technology. • It calls for a change in company culture. © 2009 www.telezent.com

• Before companies get into corporate blogging they need to make their goals pretty clear. Make Goals Clear- Factor 4 Product/Service Related News and Information Industry news, tools, education and knowledge What is your Objective Customer Feedback Company Inside Stories /Entertainment Marketing Business-to-Business © 2009 www.telezent.com

• Social Media activities, including blogging, take time to take off and provide tangible results. • They are also increase their value over time, as more people are exposed to the blog, write comments and become part of the interaction with the company. - Kfir-Pravda Corporate Commitment- Factor 5 Corporate blogs today are not a option. Customers are expecting/demanding it • It requires sustained and continuous effort on the part of the time. © 2009 www.telezent.com

• The corporate blog owner must work with other departments to establish Blogging Guidelines and Commenting Policies. • This will prevent corporate blog efforts from hitting a road block. • Companies like HP have established such guidelines. Establish Blogging Guidelines and Comment Policy- Factor 6 © 2009 www.telezent.com

• Blogs are a great vehicle to have 2 way conversations with customers. • Companies need to be open and transparent to have meaningful conversations. Dialogue with Customers- Factor 7 By Sandeep Arora www.Telezent.com Sandeep.Arora@Telezent.com THE END © 2009 www.telezent.com

Corporate Blogs - Challenges and Success Factors

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