The document discusses corporate blogging and blogs. It defines what a blog is, including that it is a CMS that allows many people to contribute and share content. It outlines the anatomy of a blog, including posts, permalinks, comments, themes, and other common blog elements. It also discusses blogging platforms, benefits of RSS feeds, hosted versus self-hosted blogs, content strategies, blogging best practices, ethics, and examples of corporate blogs.

1. Corporate Blogging
Instructor: Andrew Minh
andrew.minh@iscom.me

2. What is a blog?
• CMS (Content Management System)

3. What is a blog?
• CMS (Content Management System)
•Allow for a large number of people to
contribute to and share stored data

4. What is a blog?
• CMS (Content Management System)
•Allow for a large number of people to
contribute to and share stored data
•Control access to data, based on user roles
(defining which information users or user
groups can view, edit, publish, etc.)

5. What is a blog?
• CMS (Content Management System)
•Allow for a large number of people to
contribute to and share stored data
•Control access to data, based on user roles
(defining which information users or user
groups can view, edit, publish, etc.)
•Aid in easy storage and retrieval of data

6. What is a blog?
• CMS (Content Management System)
•Allow for a large number of people to
contribute to and share stored data
•Control access to data, based on user roles
(defining which information users or user
groups can view, edit, publish, etc.)
•Aid in easy storage and retrieval of data
•Reduce repetitive duplicate input

7. What is a blog?
• CMS (Content Management System)
•Allow for a large number of people to
contribute to and share stored data
•Control access to data, based on user roles
(defining which information users or user
groups can view, edit, publish, etc.)
•Aid in easy storage and retrieval of data
•Reduce repetitive duplicate input
•Improve the ease of report writing

8. What is a blog?
• CMS (Content Management System)
•Allow for a large number of people to
contribute to and share stored data
•Control access to data, based on user roles
(defining which information users or user
groups can view, edit, publish, etc.)
•Aid in easy storage and retrieval of data
•Reduce repetitive duplicate input
•Improve the ease of report writing
•Improve communication between users
(source: wikipedia.org)

9. A (very) brief history of blogs

10. A (very) brief history of blogs
• Hand-written journals, diaries or logs

11. A (very) brief history of blogs
• Hand-written journals, diaries or logs
• HTML, hand-coded sites that required technical know-how and
manual updating

12. A (very) brief history of blogs
• Hand-written journals, diaries or logs
• HTML, hand-coded sites that required technical know-how and
manual updating
• 1997 “Weblog” coined. (Web Log). Shortened to “blog”

13. A (very) brief history of blogs
• Hand-written journals, diaries or logs
• HTML, hand-coded sites that required technical know-how and
manual updating
• 1997 “Weblog” coined. (Web Log). Shortened to “blog”
• 1998-99. Open Diary and LiveJournal launched allowing for users
to create blogs and comment on each other’s entries.

14. A (very) brief history of blogs
• Hand-written journals, diaries or logs
• HTML, hand-coded sites that required technical know-how and
manual updating
• 1997 “Weblog” coined. (Web Log). Shortened to “blog”
• 1998-99. Open Diary and LiveJournal launched allowing for users
to create blogs and comment on each other’s entries.
• 1999. Blogger launched. Purchased by Google in 2003. Made
blogging easier than ever. Free and fast to launch your own page.

15. Blogging combined the personal web
page with tools to make linking to other
pages easier — specifically permalinks,
blogrolls and TrackBacks. This,
together with weblog search engines
enabled bloggers to track the threads
that connected them to others with
similar interests.
(source: wikipedia.org)

16. Anatomy of a blog
• Post

17. Anatomy of a blog
• Post
• Most successful
posts, long or
short, stick to a
single topic

18. Anatomy of a blog
• Post
http://www.boingboing.net/
2011/03/10/lost-souls-audio-
ada.html

19. Anatomy of a blog
• Post
• Permalinks
http://www.boingboing.net/
2011/03/10/lost-souls-audio-
ada.html

20. Anatomy of a blog
• Post
• Permalinks
• A link to a specific
post on your blog
http://www.boingboing.net/
2011/03/10/lost-souls-audio-
ada.html

21. Anatomy of a blog
• Post
• Permalinks

22. Anatomy of a blog
• Post
• Permalinks
• Comments

23. Anatomy of a blog
• Post
• Permalinks
• Comments
• The place to build
community and get
feedback

24. Anatomy of a blog
• Post
• Permalinks
• Comments
http://wordpress.org/extend/themes/

25. Anatomy of a blog
• Post
• Permalinks
• Comments
• Themes
http://wordpress.org/extend/themes/

26. Anatomy of a blog
• Post
• Permalinks
• Comments
• Themes
http://www.businessweek.com/
technology/ByteOfTheApple/blog/

27. Anatomy of a blog
• Post
• Permalinks
• Comments
• Themes
• Archive and
Category Pages
http://www.businessweek.com/
technology/ByteOfTheApple/blog/

28. Anatomy of a blog
• Post
• Permalinks
• Comments
• Themes
• Archive and
Category Pages
http://adweek.blogs.com/adfreak/

29. Anatomy of a blog
• Post
• Permalinks
• Comments
• Themes
• Archive and
Category Pages
• Blogrolls http://adweek.blogs.com/adfreak/

30. Anatomy of a blog
• Post
• Permalinks
• Comments
• Themes
• Archive and Category
Pages
• Blogrolls
Dell company blog

31. Anatomy of a blog
• Post
• Permalinks
• Comments
• Themes
• Archive and Category
Pages
• Blogrolls
• Links
Dell company blog

32. Anatomy of a blog
• Post
• Permalinks
• Comments
• Themes
• Archive and Category Pages
• Blogrolls
• Links
Dell company blog

33. Anatomy of a blog
• Post
• Permalinks
• Comments
• Themes
• Archive and Category Pages
• Blogrolls
• Links
• Trackbacks and Pingbacks
Dell company blog

34. Anatomy of a blog
• Post
• Permalinks
• Comments
• Themes
• Archive and Category Pages
• Blogrolls
• Links
• Trackbacks and Pingbacks

35. Anatomy of a blog
• Post
• Permalinks
• Comments
• Themes
• Archive and Category Pages
• Blogrolls
• Links
• Trackbacks and Pingbacks
• RSS

36. Anatomy of a blog
• Post
• Permalinks
• Comments
• Themes
• Archive and Category Pages
• Blogrolls RSS (most commonly expanded
as Really Simple Syndication) is
• Links a family of web feed formats used
to publish frequently updated
works—such as blog entries, news
• Trackbacks and Pingbacks headlines, audio, and video—in a
standardized format.
• RSS (source: wikipedia.org)

37. Sites with available RSS feed display this icon
Choose the platform you want to subscribe with
RSS feeds are a standardized format allowing users to avoid manually
inspecting all the sites they are interested in, saving time

38. New content
brings repeat
visitors
You can also add a feed to your blog so you can keep your front page
dynamic and give a reason for visitor to return

39. Benefits of feeds

40. Benefits of feeds
• Keep track of 100s of sources without
having to manually visit each site

41. Benefits of feeds
• Keep track of 100s of sources without
having to manually visit each site
• Instant notification of new content

42. Benefits of feeds
• Keep track of 100s of sources without
having to manually visit each site
• Instant notification of new content
• Easily categorize information

43. Benefits of feeds
• Keep track of 100s of sources without
having to manually visit each site
• Instant notification of new content
• Easily categorize information
• Create feeds for keywords to track
mentions of your organization, competitors,
market

44. Blogging platforms
• wordpress.com
• blogger.com
• tumblr.com
• squarespace.com
• posterous.com

45. Blog platform usage among top 100 blogs
source: pingdom.com

46. Hosted vs. Self-hosted
Start a free blog on wordpress.com
or
download the code for your own
domain from wordpress.org

47. Hosted vs. Self-hosted
• Hosted advantages
Start a free blog on wordpress.com
or
download the code for your own
domain from wordpress.org

48. Hosted vs. Self-hosted
• Hosted advantages
• Free
Start a free blog on wordpress.com
or
download the code for your own
domain from wordpress.org

49. Hosted vs. Self-hosted
• Hosted advantages
• Free
• Easy to set up
Start a free blog on wordpress.com
or
download the code for your own
domain from wordpress.org

50. Hosted vs. Self-hosted
• Hosted advantages
• Free
• Easy to set up
• Self-hosted advantages
Start a free blog on wordpress.com
or
download the code for your own
domain from wordpress.org

51. Hosted vs. Self-hosted
• Hosted advantages
• Free
• Easy to set up
• Self-hosted advantages
• Your own domain name Start a free blog on wordpress.com
or
download the code for your own
domain from wordpress.org

52. Hosted vs. Self-hosted
• Hosted advantages
• Free
• Easy to set up
• Self-hosted advantages
• Your own domain name Start a free blog on wordpress.com
or
• Highly customizable download the code for your own
domain from wordpress.org

53. Some simple content
strategies for your blog
• Find your niche then build your
content, here are some simple
guidelines that work

54. Some simple content
strategies for your blog
• Find your niche then build your
content, here are some simple
guidelines that work
• News

55. Some simple content
strategies for your blog
• Find your niche then build your
content, here are some simple
guidelines that work
• News
• Lists, Top lists

56. Some simple content
strategies for your blog
• Find your niche then build your
content, here are some simple
guidelines that work
• News
• Lists, Top lists
• How-to’s

57. Some simple content
strategies for your blog
• Find your niche then build your
content, here are some simple
guidelines that work
• News
• Lists, Top lists
• How-to’s
• Controversy (be careful with this one)

58. Blogging rules of thumb

59. Blogging rules of thumb
• Present yourself. Choose a good design and
be consistent with your format

60. Blogging rules of thumb
• Present yourself. Choose a good design and
be consistent with your format
• Post regularly and stick to it

61. Blogging rules of thumb
• Present yourself. Choose a good design and
be consistent with your format
• Post regularly and stick to it
• Mix up your content. Think MULTI-media

62. Blogging rules of thumb
• Present yourself. Choose a good design and
be consistent with your format
• Post regularly and stick to it
• Mix up your content. Think MULTI-media
• Build up a community; establish and
maintain relationships with bloggers and
netizens alike

63. Blogging “code of ethics”
Source: http://forrester.typepad.com/charleneli/2004/11/blogging_policy.html

64. Blogging “code of ethics”
1. I will tell the truth.
2. I will write deliberately and with accuracy.
3. I will acknowledge and correct mistakes promptly.
4. I will preserve the original post, using notations to show where I have made changes so as to maintain the
integrity of my publishing.
5. I will never delete a post.
6. I will not delete comments unless they are spam or off-topic.
7. I will reply to emails and comments when appropriate, and do so promptly.
8. I will strive for high quality with every post – including basic spellchecking.
9. I will stay on topic.
10. I will disagree with other opinions respectfully.
11. I will link to online references and original source materials directly.
12. I will disclose conflicts of interest.
13. I will keep private issues and topics private, since discussing private issues would jeopardize my personal and
work relationships.
Source: http://forrester.typepad.com/charleneli/2004/11/blogging_policy.html

65. Some Corporate blogs
• Google
• LinkedIn
• Elance • GM
• Ebay • Evernote
• Amazon • Flickr
• Cisco • O’Reilly
• Dell • Marriott
• Playstation
• Disney