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Don’t be afraid of  employee bloggers An  Ambassablog  Update   CAPIO 2009 Conference    San Diego, CA  Friday, April 17, ...
<ul><li>San Diego International Airport </li></ul><ul><li>Advent of employee blogging </li></ul><ul><li>Ambassablog Update...
San Diego International Airport
San Diego International Airport <ul><li>Nation’s smallest major airport  </li></ul><ul><ul><li>661 acres </li></ul></ul><u...
San Diego International Airport <ul><li>Operated by San Diego County Regional Airport Authority </li></ul><ul><li>Created ...
Advent of Employee Blogging
 
 
blogsouthwest.com Southwest Airlines: Wal-Mart: checkoutblog.com tsa.gov/blog TSA:
<ul><li>Obama will  </li></ul><ul><li>integrate citizens   </li></ul><ul><li>into the  actual business of government  by …...
The Ambassablog model <ul><li>Blog proposed to suppport existing program </li></ul><ul><li>Three employee bloggers initial...
Growth of the Ambassablog <ul><li>June 2008 –  Ambassablog YouTube page launched; employee bloggers increased from 3 to 5 ...
Ambassablog Walk-Around
Visitor Statistics Ambassablog Site Summary   Visits   Total .......................    11,196  Average per Day .............
Global Reach <ul><li>Locations of last 100 visitors as of April 14, 2009 </li></ul>
The Ambassablog in action <ul><li>Strengthening partnerships with peer agencies </li></ul><ul><li>Sharing good news about ...
Future projects <ul><li>Integration into: </li></ul><ul><li>Employee photo contest </li></ul><ul><li>Recruitment of new em...
Making employee  blogging work for you
Success factors for an employee blog <ul><li>Culture  –  have particular traits to highlight or bad reputation to repudiat...
<ul><li>Technical issues </li></ul><ul><li>Bandwidth usage </li></ul><ul><li>Multimedia needs </li></ul><ul><li>Subscripti...
<ul><li>Keeping costs to almost zero </li></ul><ul><li>Utilize internal staff </li></ul><ul><li>Use team blogging approach...
FREE/LOW-COST building blocks of an employee blog (www.expertcounter.com)
Making an impact <ul><li>It is great learning about the operation of my hometown airport and how the people there are work...
Meet an employee blogger!
Questions? [email_address]
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Capio 2009 Employee Blogging Final

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Presentation on public sector employee blogging and the development of the employee blog at San Diego International Airport, called the Ambassablog. I delivered this April 17, 2009 to the annual conference of the California Association of Public Information Officials (CAPIO) in San Diego.

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Capio 2009 Employee Blogging Final

  1. 1. Don’t be afraid of employee bloggers An Ambassablog Update CAPIO 2009 Conference San Diego, CA Friday, April 17, 2009 Steven Shultz, M.S. Deputy Director, PR San Diego County Regional Airport Authority [email_address]
  2. 2. <ul><li>San Diego International Airport </li></ul><ul><li>Advent of employee blogging </li></ul><ul><li>Ambassablog Update </li></ul><ul><li>Making employee blogging work for you </li></ul><ul><li>Building blocks of an employee blog </li></ul><ul><li>Meet an employee blogger </li></ul>Presentation Outline
  3. 3. San Diego International Airport
  4. 4. San Diego International Airport <ul><li>Nation’s smallest major airport </li></ul><ul><ul><li>661 acres </li></ul></ul><ul><li>Busiest single-runway airport in USA </li></ul><ul><ul><li>18.1 million passengers in 2008 </li></ul></ul>Commuter Terminal Single 9,400-foot runway Terminal 1 Terminal 2
  5. 5. San Diego International Airport <ul><li>Operated by San Diego County Regional Airport Authority </li></ul><ul><li>Created in 2003 by California State Legislature </li></ul><ul><li>320 Airport Authority employees </li></ul><ul><li>10,000 airport employees </li></ul>
  6. 6. Advent of Employee Blogging
  7. 9. blogsouthwest.com Southwest Airlines: Wal-Mart: checkoutblog.com tsa.gov/blog TSA:
  8. 10. <ul><li>Obama will </li></ul><ul><li>integrate citizens </li></ul><ul><li>into the actual business of government by … employing technologies – including blogs , wikis & social networking tools – to modernize internal, cross-agency & public </li></ul><ul><li>communication … in order to </li></ul><ul><li>improve government </li></ul><ul><li>decision-making . </li></ul>” “ From official Barack Obama campaign position paper <ul><li>www.whitehouse.gov/blog </li></ul>
  9. 11. The Ambassablog model <ul><li>Blog proposed to suppport existing program </li></ul><ul><li>Three employee bloggers initially selected </li></ul><ul><li>Bloggers free to write what they want </li></ul><ul><li>All posts pre-reviewed by PR staff </li></ul><ul><li>All comments pre-reviewed by PR staff </li></ul><ul><li>Totally in-house: PR maintains & updates the blog </li></ul><ul><li>Very little legal & IT involvement </li></ul><ul><li>Open source building blocks / near-zero cost </li></ul>
  10. 12. Growth of the Ambassablog <ul><li>June 2008 – Ambassablog YouTube page launched; employee bloggers increased from 3 to 5 </li></ul><ul><li>August 2008 – Award in Creative Innovations/Technology Category from Airports Council International-North America </li></ul><ul><li>October 2008 – complete redesign; shift from Blogger to WordPress blogging platform </li></ul><ul><li>February 2009 – visitor count reaches 10,000 </li></ul>
  11. 13. Ambassablog Walk-Around
  12. 14. Visitor Statistics Ambassablog Site Summary Visits Total ....................... 11,196 Average per Day .............. 19 Average Visit Length .......... 1:10 This Week ...................... 130 Page Views Total ............. 19,904 Average per Day ................. 29 Average per Visit .............. 1.6 This Week ...................... 206
  13. 15. Global Reach <ul><li>Locations of last 100 visitors as of April 14, 2009 </li></ul>
  14. 16. The Ambassablog in action <ul><li>Strengthening partnerships with peer agencies </li></ul><ul><li>Sharing good news about the agency </li></ul><ul><li>Addressing bad news forthrightly </li></ul><ul><li>Publicizing agency support for worthy social causes </li></ul><ul><li>Highlighting agency programs & initiatives </li></ul><ul><li>Making a big public agency seem … human </li></ul><ul><li>Promoting sustainability </li></ul><ul><li>Shedding light on history </li></ul>
  15. 17. Future projects <ul><li>Integration into: </li></ul><ul><li>Employee photo contest </li></ul><ul><li>Recruitment of new employee bloggers </li></ul><ul><li>Viewership survey </li></ul><ul><li>Blog to book: lulu.com , blog2print.com </li></ul>Agency Web site
  16. 18. Making employee blogging work for you
  17. 19. Success factors for an employee blog <ul><li>Culture – have particular traits to highlight or bad reputation to repudiate </li></ul><ul><li>Transparency – be willing to engage in real dialogue & present multiple sides of an issue </li></ul><ul><li>Time – devote adequate time and identify dedicated staff resources </li></ul><ul><li>Dialogue – be willing to interact with customers & peer organizations in the blogosphere </li></ul><ul><li>Personalization – use appropriate writing style to build personal connections with the audience </li></ul><ul><li>Northeastern University & Backbone Media, Blogging Success Study, 2006 </li></ul>
  18. 20. <ul><li>Technical issues </li></ul><ul><li>Bandwidth usage </li></ul><ul><li>Multimedia needs </li></ul><ul><li>Subscription/RSS firewall issues </li></ul><ul><li>Web 2.0 unfamiliarity </li></ul>
  19. 21. <ul><li>Keeping costs to almost zero </li></ul><ul><li>Utilize internal staff </li></ul><ul><li>Use team blogging approach to minimize time demand on individual bloggers </li></ul><ul><li>Use reader contests to acquire content </li></ul><ul><li>Take advantage of open source software </li></ul>
  20. 22. FREE/LOW-COST building blocks of an employee blog (www.expertcounter.com)
  21. 23. Making an impact <ul><li>It is great learning about the operation of my hometown airport and how the people there are working hard on making it better every day. I look forward to seeing and utilizing some of the future improvements to the airport so that my next travel experience will be a lot easier. Thanks SAN! </li></ul><ul><ul><li>– Michael Rivera, Ambassablog YouTube page viewer </li></ul></ul>Making an impact
  22. 24. Meet an employee blogger!
  23. 25. Questions? [email_address]

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