Blogging 101


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This is a presentation being used for a "Blogging 101" webcast that I will be holding on August 26, 2008. It is designed to provide a perspective on blogging and why it can be rewarding personally and professionally.

Please download the presentation and see the speaker notes for full details and attribution on the slides.

To listen to a recorded version of this presentation, please see

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  • About me: I am the team lead responsible for fostering a community around IBM Data Management solutions, such as DB2, Informix, IMS, U2, and InfoSphere solutions. In other words, how we can use social media to communicate with and interact with the people who care about IBM Data Management products. Prior to this role, I served for over 8 years in a variety of marketing and strategy roles with the Lotus business unit, and spent the past 4 years as the offering manager of Lotus Sametime. I have been blogging at www.adamgartenberg for over 2 years now, and have been involved as a reader in various online communities going back before that. This session is intended to be an introduction to blogging, and will talk about why I blog and what I get from it, and provide a perspective on the benefits of blogging to you and the company you work for or the community you contribute to, and some things to think about when getting started. I do plan to have a followup Blogging 201 session that will start to go into detail on actually choosing a blogging platform and getting started.
  • Blogging 101

    1. 1. Blogging 101 Adam Gartenberg August 26, 2008 All cartoons © Hugh Macloud – – unless otherwise noted
    2. 2. In the beginning…
    3. 3. There was a website. And the website was good.
    4. 4. And the marketers came, and filled the website with data sheets and demos, whitepapers and presentations.
    5. 5. And the people came, and they read the website.
    6. 6. And ignored it.
    7. 7. Instead, the people sought out other sources of wisdom
    8. 8. And they listened to the crowd
    9. 9. Which brings us to…
    10. 10. Why I blog <ul><li>Share my thoughts </li></ul><ul><li>Contribute to community </li></ul><ul><li>Help me succeed at my job </li></ul>
    11. 11. Remember the moral of the story: People listen to the community, not the company % of work-related purchases influenced by… Source: &quot;Driving Word of Mouth Advocacy Among Business Executives: The Experiential Marketing Connection,” conducted by the Keller Fay Group and sponsored by Jack Morton Worldwide. 53% 32% 26%
    12. 12. Why blogging is important to you
    13. 13. Why blogging is important to your company
    14. 14. But is anyone really going to read my blog?
    15. 15. What kind of commitment is involved? <ul><li>How often do I need to post? </li></ul><ul><li>How long do posts have to be? </li></ul><ul><li>How long does it take to create a post? </li></ul>
    16. 16. A brief interlude…
    17. 17. What should you write about?
    18. 18. What should you not write about? <ul><li>SUGGESTED READING </li></ul><ul><li>IBM's Social Computing Guidelines </li></ul><ul><li>IBM’s Business Conduct Guidelines </li></ul>
    19. 19. Above all else: Be Authentic. Be Authentic. Be Authentic. Blogging is a double-edged sword; if not written with an authentic voice or if only focused on one-way content (e.g., &quot;check out our latest product and attend our upcoming conference, but no, I’m not interested in your feedback&quot;), those benefits can be lost.
    20. 20. Other decisions: Team blog vs. individual blog Beware the “tragedy of the commons”
    21. 21. Where should you host your blog? Less setup/maint. More setup/maint. Standardized Personalized
    22. 22. Advice and Next Steps <ul><li>Decide if blogging is right for you. </li></ul><ul><li>Ask me (or another blogger) for help (and look for the upcoming Blogging 201 session) </li></ul><ul><li>Read other blogs (if you’re not doing so already) </li></ul><ul><li>If you’re not ready to blog externally, try blogging on a company intranet </li></ul><ul><li>Remember where we started… </li></ul><ul><li>Coming soon: Blogging 201 </li></ul><ul><li>Layout and design </li></ul><ul><li>Widgets </li></ul><ul><li>How to measure traffic </li></ul><ul><li>How to build traffic </li></ul><ul><li>Make the most of RSS Feeds </li></ul><ul><li>Search engine optimization </li></ul><ul><li>… and more </li></ul>
    23. 23. Thank you Adam Gartenberg August 26, 2008
    24. 24. Example blogs <ul><li>Ed Brill – Sales BUE for Lotus Notes </li></ul><ul><li> (Notes/Domino) </li></ul><ul><li>Center of community – will often get 60-100 comments on a single post </li></ul><ul><li>Almost takes on moderated discussion forum feel </li></ul><ul><li>Mary Beth Raven – Design lead for Lotus Notes </li></ul><ul><li> </li></ul><ul><li>Collaboratively designed Lotus Notes 8 with the community by asking for feedback on design and potential features </li></ul><ul><li>Chris Eaton – DB2 Product Manager </li></ul><ul><li> </li></ul><ul><li>One of the most widely-read blogs on IT Toolbox </li></ul><ul><li>Mix and Mash blog </li></ul><ul><li> </li></ul><ul><li>Team blog for enterprise mashups </li></ul><ul><li>“ Turbo” Todd Watson </li></ul><ul><li> </li></ul><ul><li>Good mix of personal and work topics (focused on social networking) </li></ul><ul><li>Sam Lawrence – Chief Marketing Officer, Jive Software </li></ul><ul><li> (WordPress) </li></ul><ul><li>Lots of thought leadership pieces, first person thoughts, and interesting blog design </li></ul>
    25. 25. Another view on the role of word of mouth in influencing work-related purchases