Firmablogging - hvorfor

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Foredrag holdt av Thor Fredrik Eie, Netlife Research, 3. april i Oslo om firmablogging.

Foredrag holdt av Thor Fredrik Eie, Netlife Research, 3. april i Oslo om firmablogging.

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  • Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.com

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  • 1. Firmablogging Thor Fredrik Eie Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS,
  • 2. Thor
  • 3. Om blogging og firmablogging NetLife Research AS,
  • 4. Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS, Jeg er et ekorn! Jeg har finni et høl, der jeg putter inn det jeg har skrivi om data og FRAMTIDA, SKOLE, POLITIKK, ØKONOMI, KUNST og ALT MULIG! Datarevolusjonen handler nemlig IKKE mest om KASSER&KABEL, men om MENNESKER. ” Tron Øgrim, februar 1996 www.steinen.net
  • 5. Blogging? NetLife Research AS,
  • 6. NetLife Research AS,
  • 7. Hva handler blogging om? NetLife Research AS,
    • A weblog, or *blog, is a frequently updated website consisting of dated entries arranged in reverse chronological order so the most recent post appears first (see temporal ordering). Typically, weblogs are published by individuals and their style is personal and informal . Weblogs first appeared in the mid-1990s, becoming popular as simple and free publishing tools became available towards the turn of the century. Since anybody with a net connection can publish their own weblog, there is great variety in the quality, content, and ambition of weblogs, and a weblog may have anywhere from a handful to tens of thousands of daily readers.
    • Examples of the *genre exist on a continuum from *confessional, online *diaries to logs tracking specific topics or activities through links and commentary. Though weblogs are primarily textual, experimentation with sound, *images, and videos has resulted in related genres such as photoblogs, videoblogs, and audioblogs (see intermediality; media and narrative).
    • Most weblogs use links generously, allowing readers to follow conversations between weblogs by following links between entries on related topics. Readers may start at any point of a weblog, seeing the most recent entry first, or arriving at an older post via a search engine or a link from another site, often another weblog. Once at a weblog, readers can read on in various orders: chronologically, thematically, by following links between entries or by searching for keywords. Weblogs also generally include a blogroll, which is a list of links to other weblogs the author recommends. Many weblogs allow readers to enter their own comments to individual posts.
    • Weblogs are serial and cumulative, and readers tend to read small amounts at a time, returning hours, days, or weeks later to read entries written since their last visit. This serial or episodic structure is similar to that found in *epistolary novels or *diaries, but unlike these a weblog is open-ended, finishing only when the writer tires of writing (see narrative structure).
    • Many weblog entries are shaped as brief, independent narratives, and some are explicitly or implicitly fictional, though the standard genre expectation is non-fiction. Some weblogs create a larger frame for the micro-narratives of individual posts by using a consistent rule to constrain their structure or themes (see Oulipo), thus, Francis Strand connects his stories of life in Sweden by ending each with a Swedish word and its translation. Other weblogs connect frequent but dissimilar entries by making a larger narrative explicit: Flight Risk is about an heiress’s escape from her family, The Date Project documents a young man’s search for a girlfriend, and Julie Powell narrates her life as she works her way through Julia Child’s cookbook.
    • Jill Walker, Routledge Encyclopedia of Narrative Theory, 2005
    • http://jilltxt.net/archives/blog_theorising/final_version_of_weblog_definition.html
    Ofte oppdatert Daterte innlegg Omvendt kronologisk Personlig/uformelt Enkel publisering Enorm variasjon! Utstrakt lenking Distribuert lesing (RSS)
  • 8. NetLife Research AS,
  • 9. Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS, Hvorfor?
  • 10. Hvorfor firmablogg?
    • Etablere ekspertise i ditt domene
    • Merkevarebygging (personlig/firma/produkt)
    • Salg (kurs, konferanser, produkter, kompetanse)
    • ” Damage control”, kriseinformasjon
    • Viral og komplementær markedsføring
    • Toveis dialog med kunder
    • Input til produktutvikling, etc.
    • Søkemotoroptimalisering
    NetLife Research AS,
    • Billig!
    • Enkelt!
    • Just do it!
  • 11. Ulike bloggsjangre
    • Avsender: Personlig, gruppe, firma/organisasjon
    • Innhold: Tekst, foto, video, audio
    • Tema: Fagblogg, nisjeblogg
    • Domene: Forskning, politikk, journalistikk
    • Firmablogg: Interne vs eksterne
      • Prosjektbloggen
      • Lederbloggen
      • Nerdebloggen
      • Produktbloggen
      • Oppskriftsbloggen
    NetLife Research AS,
  • 12. Firmablogging, ein definisjon
    • En blogg publisert av,
    • (eller med støtte fra) en organisasjon for å oppnå strategiske målsetninger
    NetLife Research AS, ”
  • 13. Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS,
  • 14. Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS,
  • 15.  
  • 16. Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS,
  • 17. Viktige forutsetningar (eksternblogg)
    • Blogging er 100% transparent
    • Dialogen er to-veis (enten du vil eller ei)
    • Bloggosfæren kan være nådeløs
      • Bare spør Dan Rather…
    • 100% ærlighet er det som gjelder
    • Nakne samtaler er en god beskrivelse
    NetLife Research AS, "Be passionate about your subject, care about what you write, and be yourself, not a plasticised marketing channel."
  • 18. Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS,
  • 19. Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS,
  • 20. Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS,
  • 21. NetLife Research AS,
  • 22. Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS,
  • 23. Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS,
  • 24. Interne blogger i IBM Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS, http://www.slideshare.net/andypiper/social-media-at-ibm
  • 25. Interne blogger i BBC Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS, "The benefits are that we all get access to the accumulated experience and knowledge of 25,000 staff. Work related questions get sorted in minutes on the bulletin board and people are able to identify the right people to call on for help from the blogs and skills database. Getting 6000 or so questions answered in a month, even if they were minor ones, which many are not, adds up to a significant saving." ” Euan Semple, om BBC internblogging
  • 26. Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS,
  • 27. Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS, Av de 30 største norske bedriftene har ingen offentlige blogger
  • 28. 10 skritt mot firmablogg NetLife Research AS,
  • 29. 1. Les andre (firma)blogger NetLife Research AS, Kor mange her leser blogg jevnleg? Kor mange oppsøker bloggane på nettet? Kor mange bruker ein RSS-lesar? Kor mange veit kva RSS er? Påstand: Det er umulig å følge med uten RSS!
  • 30. NetLife Research AS,
  • 31. NetLife Research AS,
  • 32. NetLife Research AS,
  • 33. NetLife Research AS,
  • 34. 2. Vit kva du vil med din eigen firmablogg
    • Sett klare mål for bloggen
    • Sørg for forankring
    NetLife Research AS,
  • 35. 3. Lag enkle, men klare retningslinjer NetLife Research AS,
  • 36. 4. Tør å være personlig
    • En upersonlig blogg er ingen blogg!
    NetLife Research AS, Det er lett å gå fellen å tenke markedsføring og salg, men etter hvert går det opp for oss at dette er et dialogmedium. Og siden dialog føres mellom mennesker, må vi også tørre å synliggjøre oss selv som mennesker. Da tror jeg også at kunder og forretningsforbindelser vil føle seg bedre ved å delta i dialogen, og bloggen blir bedre. Jan Åge Røtnes, Hartmark
  • 37. 5. Inviter til dialog
    • Eidar om eyetracking her!
    NetLife Research AS,
  • 38. 6. Følg opp dialogen NetLife Research AS,
  • 39. 7. Keep it simple NetLife Research AS,
  • 40. 8. Tenk søkemotorvennlig NetLife Research AS, Blogginnlegg Veier inn Forside Google Lenker RSS-feeds Kjerne
  • 41. 9. Legg inn Calls2Action i bloggmalen (veier videre) NetLife Research AS, Blogginnlegg Veier inn Forside Google Lenker RSS-feeds Kjerne Veier videre Abonnere på RSS Abonnere på nyhetsbrev Legge igjen kommentar Dine forretningsmål?
  • 42. 9. Legg inn Calls2Action i bloggmalen (vegar vidare) NetLife Research AS,
  • 43. 10. Teknologien er det minst viktige! NetLife Research AS, blogger.com typepad.com movabletype.org bloggsoft.no feedburner.com wordpress.org Våre valg
  • 44. Hva har vil lært?
    • Får mye innkomende trafikk på søkeord vi vil synes på
    • Det er gøy!
    • Vi skaper debatter
    • Godt å mene noe
    Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS,
  • 45. Copyright NetLife Research - www.netliferesearch.com - kontakt@netliferesearch.comNetLife Research AS,
  • 46. www.iallenkelhet.no Spørsmål? [email_address] Mobil: 906 74 582 NetLife Research AS,
  • 47. Les mer
    • Carl Størmer: Firmablogger: Kom igang med å blogg: Bare gjør det!
      • http://carls.blogs.com/my_weblog/2006/04/firmablogger_ko.html
    • Ove Dalen: Kjøreregler for blogg-skriving
      • http://www.nettskriving.no/skrivetips/2006/05/795378.shtml
    • Sverre Sjøthun: The Ultimate Guide to Make Your Blog Search Engine Friendly
      • http://www.seobomb.com/the-ultimate-guide-to-make-your-blog-search-engine-friendly/
      • http://www.thenewpr.com/wiki/pmwiki.php?pagename=Resources.CorporateBlogsList
    NetLife Research AS,
  • 48. 18. og 19. september Thon Arena, Lillestrøm www.webdagene.no