The Value of Blogging in Business


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Panel discussion and presentation to business professionals and members of the Charleston Area Alliance (Charleston WV) on the value of blogging in business.

Published in: Business, Technology

The Value of Blogging in Business

  1. 1. The Value of Blogging In Business Charleston Area Alliance CEO Roundtable April 4, 2007 Skip Lineberg – Maple Creative Matt Ballard – Charleston Area Alliance Robert L. Coffield – Flaherty, Sensabaugh & Bonasso
  2. 2. Audience Participation <ul><li>Are you a blogger? </li></ul><ul><li>Do you have a corporate blog? </li></ul><ul><li>Do you have an employee who blogs? </li></ul><ul><li>Do you read blogs? How often? </li></ul><ul><li>I haven’t raised my hand because I don’t know what a blog is. </li></ul>
  3. 3. BLOGS AND BLOGGING <ul><li>User generated content (by non-tech public) </li></ul><ul><li>Regularly updated journal (reverse chronological) </li></ul><ul><li>Contains text, images, video, audio and links </li></ul><ul><li>Permalinks for each post </li></ul><ul><li>High search rankings and optimization </li></ul><ul><li>Allows commenting and an open online conversation (electronic social networking and collaboration) </li></ul><ul><li>Millions of people and businesses publishing content and sharing ideas </li></ul><ul><li>Low cost and little maintenance </li></ul>
  4. 7. BLOGGING DEMO: 101
  5. 8. THE BLOGOSPHERE <ul><li>1994 Justin Hall – recognized by Time Magazine as “founding father of blogging” </li></ul><ul><li>Technorati: The pulse of the blogosphere </li></ul><ul><li>100,000 blogs created every day (Oct 2006). Number of new blogs doubling ever 5-7 months </li></ul><ul><li>New blogs stats: </li></ul><ul><ul><li>October 2003 – 1 million blogs </li></ul></ul><ul><ul><li>October 2004 – 4 million blogs </li></ul></ul><ul><ul><li>October 2005 – 19.6 million blogs </li></ul></ul><ul><ul><li>October 2006 – 57 million blogs </li></ul></ul><ul><ul><li>January 2007 – 63.2 million blogs </li></ul></ul><ul><li>1.3 M posts per day (54,000 posts per hour) </li></ul>
  6. 11. BLOGS AND BLOGGING <ul><li>Personal hobby that has become a powerful media, business and technology tool </li></ul><ul><li>Broad readership vs. niche topics (long tail) </li></ul><ul><li>New vocabulary: posting, tagging, blogroll, permalink, commenting, trackback, blawg, carnival, Instalanche </li></ul><ul><li>Statistics from Pew Internet & American Life Project: </li></ul><ul><ul><li>2004 – 44% Internet users were creating content online </li></ul></ul><ul><ul><li>2005 – 57% of teens now create content online </li></ul></ul><ul><li>Among 21 year olds, 61% of web content they view was created by someone they know </li></ul>
  7. 12. Audience Participation <ul><li>Do you know what this means: </li></ul><ul><li>How many websites do you visit per day to looking for new content? 2? 5? 10? </li></ul>
  8. 13. RSS (Really Simple Syndication) <ul><li>Automated web surfing ( R eady for S ome S tories) </li></ul><ul><li>Push technology or customized content delivery (replaces surfing, email and e-newsletters) </li></ul><ul><li>Allows busy people to immediately receive updates to web based content of interest </li></ul><ul><li>User subscribe to a “feed” using a “feed reader” </li></ul><ul><li>Keyword searches using RSS (client/business) </li></ul><ul><li>Readers: Bloglines, Google Reader, MyYahoo, Feedburner, NewsGator </li></ul>
  9. 14. HOW TO RSS: 101 <ul><li>How do I find and subscribe to RSS Feeds? </li></ul><ul><li>The new standard/universal RSS feed icon: </li></ul><ul><li>Other RSS icons still in use: </li></ul>
  10. 15. HOW TO RSS: 101
  11. 17. BLOGGING AND WEB 2.0 <ul><li>Transforming the WWW to Live Web </li></ul><ul><li>Reading and interacting with your neighbors (next door and across the globe) </li></ul><ul><li>Everyone becomes a webmaster and controls content on the web </li></ul><ul><li>RSS is the key to disseminating information, learning, following blogs and tracking information from Web 2.0 applications </li></ul>
  12. 18. WEB 1.0 vs. WEB 2.0 <ul><li>Web 1.0 </li></ul><ul><li>Hyperlinks </li></ul><ul><li>Static Content </li></ul><ul><li>Controlled message </li></ul><ul><li>Read </li></ul><ul><li>Webmaster </li></ul><ul><li>Search </li></ul><ul><li>Central data </li></ul><ul><li>Example: </li></ul><ul><ul><li>Britannica Online </li></ul></ul><ul><ul><li>Outlook </li></ul></ul><ul><ul><li>Ofoto (Kodak) </li></ul></ul><ul><li>Web 2.0 </li></ul><ul><li>Posts and comments </li></ul><ul><li>Dynamic and user generated </li></ul><ul><li>Mental chatter & wisdom of crowd </li></ul><ul><li>Read, write and collaborate </li></ul><ul><li>Everyone and anyone </li></ul><ul><li>RSS/Subscribe </li></ul><ul><li>Decentralized data </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>GMail </li></ul></ul><ul><ul><li>Flickr </li></ul></ul>
  13. 19. Example of Live Web At Work
  14. 20. Ten Reasons to Blog Thoughts on the Potential Benefits for Your Business Skip Lineberg - Maple Creative
  15. 21. Ten Reasons to Blog <ul><li>Provide a </li></ul><ul><ul><li>creative </li></ul></ul><ul><ul><li>outlet. </li></ul></ul>
  16. 22. Ten Reasons to Blog <ul><li>Sharpen & improve </li></ul><ul><li>your </li></ul><ul><li> writing </li></ul><ul><li>skills. </li></ul>
  17. 23. Ten Reasons to Blog <ul><li>Harness the power of publishing. </li></ul><ul><ul><li>Your message - Your timing </li></ul></ul>
  18. 24. Ten Reasons to Blog <ul><li>Reach the world. </li></ul>Great blog and congratulations for winning that award. I too have a blog about Indian brands much in the same style as yours. keep the great work. June 26, 2006. 4:22 a.m.
  19. 25. Ten Reasons to Blog <ul><li>4a. Or reach across town – do either … do both! </li></ul><ul><ul><li>Thanks for the nice comments. I am also looking forward to the presentation for to CEOs from the Charleston area on blogging. Hopefully, together we can inspire them to learn more about the benefits of business blogging and not be frightened by the fact that an employee is blogging. </li></ul></ul><ul><li>March 26, 2007. 5:21 a.m. </li></ul>
  20. 26. Our Solicitation Nation
  21. 27. Ten Reasons to Blog <ul><li>Pull instead of push. </li></ul><ul><ul><li>Subscriptions instead of spam </li></ul></ul><ul><ul><li>More ethical, more user-focused </li></ul></ul><ul><ul><li>Web 2.0 – we are driving </li></ul></ul>
  22. 28. Ten Reasons to Blog <ul><li>Create a powerful new touch point </li></ul><ul><li>for your customers. </li></ul><ul><ul><ul><li>Show your approach, philosophy </li></ul></ul></ul><ul><ul><ul><li>Provide more information, advice, and value </li></ul></ul></ul><ul><ul><ul><li>Demonstrate your credibility or expertise </li></ul></ul></ul><ul><ul><ul><li>247365 </li></ul></ul></ul>
  23. 29. Ten Reasons to Blog <ul><li>Earn honors, awards & recognition. </li></ul>Positive publicity for your business!
  24. 30. Ten Reasons to Blog <ul><li>Improve your search engine visibility. </li></ul><ul><ul><li>Connections on the Web very important to search engines - hyperlinks in/out, blogroll </li></ul></ul><ul><ul><li>Relevant, fresh content can boost your rankings with spiders, bots & Web-droids </li></ul></ul>
  25. 31. Ten Reasons to Blog <ul><li>Drive traffic to your Web site </li></ul>
  26. 32. Ten Reasons to Blog <ul><li>Networking - </li></ul><ul><li>Make valuable business connections ! </li></ul><ul><li>New vendor </li></ul><ul><li>Helpful, supportive partner </li></ul><ul><li>Your next hire </li></ul><ul><li>Your next customer </li></ul>
  27. 33. BLOGGER LAW <ul><li>Legal Guide for Bloggers (Electronic Frontier Foundation) covers: </li></ul><ul><ul><li>intellectual property rights </li></ul></ul><ul><ul><li>defamation and freedom of speech </li></ul></ul><ul><ul><li>Section 230 (permit hosting of content of others without being liable for defamation/libel) </li></ul></ul><ul><ul><li>privacy and confidentiality </li></ul></ul><ul><ul><li>bloggers rights as journalists </li></ul></ul><ul><ul><li>labor law issues and employee blogs </li></ul></ul>
  28. 34. BLOGGER LAW <ul><li>Corporate/HR approach to blogging at work should be treated similar to advent of email and internet usage policies </li></ul><ul><li>Current trend toward creating corporate blogging policies (business sponsored blogs vs. personal blogs) </li></ul><ul><li>Common characteristics of pro blogging policies: </li></ul><ul><ul><li>personal responsibility </li></ul></ul><ul><ul><li>abide by existing corporate rules </li></ul></ul><ul><ul><li>keep business secrets and protect privacy </li></ul></ul><ul><ul><li>be nice </li></ul></ul>
  29. 35. The Value of Blogging In Business Charleston Area Alliance CEO Roundtable April 4, 2007 Skip Lineberg – Maple Creative Matt Ballard – Charleston Area Alliance Robert L. Coffield – Flaherty, Sensabaugh & Bonasso