Corporate Blogging


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Corporate Blogging

  1. 1. New Media IUG – MA – Winter 08-09 … is it worth the hype? Corporate Blogging
  2. 2. New Media IUG – MA – Winter 08-09 “ The survey revealed that only a very small number of top executives are convinced to “a great extent” that corporate blogging is growing in credibility either as a communications medium (5%), brand-building technique (3%) or a sales or lead generation tool (less than 1%). In contrast, most executives are somewhat or not at all convinced of blogs’ growing credibility in these areas, (62%, 74% and 70% respectively).” Makovsky 2006 State of Corporate Blogging Survey ( Corporate America Behind the Curve ) “ If your company doesn't have a corporate blog, you should seriously consider developing one. Coupled with your Web site, it's a great way to create a dialogue with customers and employees.” Mark Kingdon, CEO at Organic (communication agency) - 2008
  3. 3. New Media IUG – MA – Winter 08-09 Corporate Blog vs Intranet / Internet 2 ways 1 way
  4. 4. New Media IUG – MA – Winter 08-09 Corporate Communication Strategy Opportunities Threats <ul><li>Feedback and comments </li></ul><ul><li>conversation with customers or employees </li></ul><ul><li>better identification of trends and needs </li></ul><ul><li>testing new ideas and products </li></ul><ul><li>visibility (SEO) </li></ul><ul><li>spreading company's values </li></ul><ul><li>different tone addressing a different audience </li></ul><ul><li>collective intelligence </li></ul><ul><li>direct communication channels </li></ul><ul><li>developping sense of community </li></ul><ul><li>linking and being linked </li></ul><ul><li>… </li></ul><ul><li>(Unwanted) freedom of speech </li></ul><ul><li>bad language and layout </li></ul><ul><li>bad comments </li></ul><ul><li>fake blog </li></ul><ul><li>dull content </li></ul><ul><li>not enough posting (teamwork) </li></ul><ul><li>no corporate policy </li></ul><ul><li>unclear target and objectives </li></ul><ul><li>… </li></ul>
  5. 5. New Media IUG – MA – Winter 08-09 Types of corporate blogs External blog (brand blog) <ul><li>free discussion of issues </li></ul><ul><li>collective intelligence </li></ul><ul><li>direct communication between various layers of an organization </li></ul><ul><li>a sense of community </li></ul>Internal blog (HR blog) CEO's blog <ul><li>conversation with customers </li></ul><ul><li>better identification of trends </li></ul><ul><li>testing new ideas and products </li></ul><ul><li>visibility (SEO) </li></ul><ul><li>spreading company's values </li></ul><ul><li>company's vision and mission </li></ul><ul><li>CEO's values and life, making him more &quot;accessible&quot; </li></ul><ul><li>part of company's branding </li></ul><ul><li>ghostwriter ? </li></ul>Jonathan Schwartz (President & CEO, Sun Microsystems) Microsoft developers' blogs Direct2Dell blog
  6. 6. New Media IUG – MA – Winter 08-09 How to start a blog in an organization ? <ul><li>Blogging, part of a communication strategy! </li></ul><ul><li>Blogging teamwork </li></ul><ul><li>(Real) content is key! </li></ul><ul><li>Post, post, post... regularly… </li></ul><ul><li>… and about what you know! </li></ul><ul><li>Layout and spelling... </li></ul>
  7. 7. New Media IUG – MA – Winter 08-09 How to measure corporate blogging impact (ext.) <ul><li>Stats : visits - hits </li></ul><ul><li>Nb of Posts from Jan. 28 th to Feb 4 th 2009 (5 posts) </li></ul><ul><li>Comments (nb and quality…) </li></ul><ul><li>Linking </li></ul><ul><li>SEO – ranking (visibility) </li></ul><ul><li>Survey to measure consumer satisfaction </li></ul><ul><li>Nb of useful feedbacks </li></ul><ul><li>… </li></ul>
  8. 8. New Media IUG – MA – Winter 08-09 In conclusion … is it worth the try? Well… it depends… Communication strategy Teamwork Content Real and fresh new stuff Linking VS No strategy “ Home alone” Scarce posting Bad (or no) comments Real feedback and conversation
  9. 9. “ Companies that employ a well thought out blogging strategy encourage the strongest community goodwill, and that goodwill, in turn, promotes significant marketing and sales gains.” New Media IUG – MA – Winter 08-09 “ There is chain reaction that begins with a real desire on the part of the blogger to provide value and connect with their audience. The blogger shares useful and engaging content —the latest information, help, discussion topics and ideas. The way the audience responds to that content is key. When customers start commenting, posting or tracking back to a blogging community, it can have a viral effect —spreading out across the blogosphere.” “ Greater word-of-mouth buzz on- and offline, higher search engine rankings, increased press coverage and superior lead generation are just some of the potential benefits of blogging in a corporate setting.”
  10. 10. New Media IUG – MA – Winter 08-09 References And much more on