Corporate Blogging

9,335 views

Published on

Blogging in companies presents different challenges to management and employees. It is very different from individual blogging. The presentation covers topics that companies should think of if they are planning to start blogging.
The presentation was delivered at BlogCamp Delhi on May 24 2008(www.delhibloggers.in)

Published in: Business, Technology
5 Comments
15 Likes
Statistics
Notes
No Downloads
Views
Total views
9,335
On SlideShare
0
From Embeds
0
Number of Embeds
128
Actions
Shares
0
Downloads
0
Comments
5
Likes
15
Embeds 0
No embeds

No notes for slide
  • Corporate Blogging

    1. 1. Corporate Blogging With focus on India Abhishek Kant www.abhishekkant.net
    2. 2. Who am I <ul><li>Blogger, Technologist & Social Media Adopter </li></ul><ul><li>http://www.abhishekkant.net </li></ul><ul><li>http://twitter.com/abhishekkant </li></ul><ul><li>http://www.linkedin.com/in/abhishekkant </li></ul>
    3. 3. Corporate Blogs - I <ul><li>Blogs.infosys.com </li></ul><ul><li>Ajitb.rediffland.com </li></ul>
    4. 4. Corporate Blogs - II <ul><li>Raahi.com </li></ul><ul><li>http://research.microsoft.com </li></ul><ul><li>http://www.alootechie.net </li></ul>
    5. 5. Corporate Blogging: What’s Different <ul><li>Controlled Environment </li></ul><ul><li>Shareholder Value - Support Sales </li></ul><ul><li>Structured Teams </li></ul>
    6. 6. Quick Roadblocks <ul><li>Selling the value of community </li></ul><ul><li>Getting new users to sign up </li></ul><ul><li>Building up the super contributors </li></ul><ul><li>Status Quo </li></ul>
    7. 7. Let’s go
    8. 8. Buy In – RoI Based <ul><li>Direct Sales </li></ul><ul><li>Word of mouth/ Buzz Generation </li></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>Adoption </li></ul></ul><ul><ul><li>Image/ Brand </li></ul></ul><ul><li>Product Feedback & EA System </li></ul><ul><li>Customer generated content </li></ul><ul><li>Self Supporting Ecosystem </li></ul><ul><li>Satisfaction </li></ul>
    9. 9. Strategy <ul><li>Organizational responsibility </li></ul><ul><li>Why Blog </li></ul><ul><ul><li>Community Needs </li></ul></ul><ul><ul><li>Community Audit </li></ul></ul><ul><li>Who blogs and where? </li></ul><ul><li>What medium? </li></ul><ul><li>Blogging guidelines </li></ul><ul><li>Contingency Plan </li></ul><ul><li>Measurement </li></ul>
    10. 10. Organizing <ul><li>Forming a team in charge of blogging </li></ul><ul><li>Training on Blog policy </li></ul><ul><li>Provide blogging platform </li></ul><ul><li>Branding the blogs </li></ul><ul><li>Assimilation of blogs </li></ul>
    11. 11. Operations <ul><li>Establishing blogging frequency </li></ul><ul><li>Establishing chain of approval for team/ sensitive blogs </li></ul><ul><li>Commenting </li></ul><ul><li>Response Management </li></ul><ul><li>Continuous Measurement </li></ul>
    12. 12. Soliciting Participation <ul><li>Building Personal brands </li></ul><ul><li>Empowerment </li></ul><ul><li>Tiered Recognition </li></ul><ul><li>Help Network </li></ul><ul><ul><li>Offline Meeting </li></ul></ul><ul><li>Develop non-job skill </li></ul>
    13. 13. Risks & Challenges <ul><li>Metrics & Analytics </li></ul><ul><li>Legal Liability </li></ul><ul><ul><li>Implied Warranty </li></ul></ul><ul><ul><li>Copyright </li></ul></ul><ul><li>PR Issue: Negative posts, Confidentiality </li></ul><ul><li>IP Disclosures </li></ul><ul><li>Blogs after employee leaves </li></ul>
    14. 14. Case Study: Microsoft Blogs <ul><li>Over 6000 blogs on MSDN & TechNet </li></ul><ul><li>Many more on external sites e.g. weblogs.asp.net </li></ul><ul><li>Internal Blogs exist </li></ul><ul><li>STO for infrastructure </li></ul><ul><li>Organized new media channels – channel9.com/ on10.net/ channel8.com </li></ul><ul><li>Many are team blogs esp. the product blogs e.g. blogs.msdn.com/ie </li></ul><ul><li>Blogging guidelines exist – “Blog Smart” </li></ul><ul><li>Implied warranty statement </li></ul><ul><li>Mail alias to collaborate amongst bloggers </li></ul>
    15. 15. Questions? Need Help? [email_address]

    ×