Gingrich Ketterer Kunze Group Design Presentation


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Gingrich Ketterer Kunze Group Design Presentation

  1. 1. Bank Blogging: <br />Design and Evaluation of a Knowledge-Sharing Initiative <br />Cynthia Gingrich, Jillian Ketterer and Carrie Kunze<br />
  2. 2. Design/Justify an external knowledge-sharing approach<br /><ul><li>Control external content
  3. 3. Convince employees of external blogging benefits
  4. 4. Many customers use Internet banking and making investments.
  5. 5. Majority of Bloggers are Gen Y/X (“Net-geners”)
  6. 6. Current bank policy allows only internal blogging and strict control over external communications.</li></li></ul><li>Internal Blogging •support connections and collaboration among employees •stimulate innovation and dialogue •blog content can be easily organized and accessed •focus on single issues •allow for self expression<br />External Blogging •enhance credibility •build customer relationships •test new ideas with the public •provides for transparency •constant communication can help with trust and security •a blog gives a bank an equal and immediate platform to participate and respond to outside discussions<br />
  7. 7. •Be consistent and genuine-try to be personal •Allow comments to make readers feel like part of a community •Add value-in other words, put out new products/services but provide background and analysis to help readers make informed decisions •Welcome feedback •Protect confidential and proprietary information •Publish a terms of use policy<br />
  8. 8. 5 main blogs each geared toward a specific subject and audience:<br /><ul><li>Wells Fargo-Wachovia blog
  9. 9. Guided by History blog
  10. 10. Student LoanDown blog
  11. 11. Stagecoach Island Community
  12. 12. Commercial Electronic Office</li></li></ul><li>Three Alternative Methods for External Blogging<br />Only Executives Blog Externally<br />Anonymous External Blogs<br />Automatically open internal blogs externally<br /><ul><li>Internal and external blogs have different audiences
  13. 13. Internal blogs may contain confidential or proprietary information
  14. 14. Author brings credibility, authenticity and readership
  15. 15. Will reach very narrow reader-base
  16. 16. Majority of bloggers younger employees or “Net-Geners” who understand blogosphere</li></li></ul><li>CIO begins blog to start internal discussion regarding external blogging<br />A review of internal blogs will determine selection of “Subject Expert” bloggers for areas such as “Personal Finance” or “Investment Banking”<br />CIO<br />Public Relations<br />Privacy Officer<br />Subject Expert Blogger<br />Subject Expert Blogger<br />Subject Expert Blogger<br />Captain Blogger<br />
  17. 17. Is the approach consistent with management philosophy?<br />Is the approach consistent with corporate culture?<br />Are there supportive management and business processes in place?<br />
  18. 18.
  19. 19. The Challenge: Design/Justify knowledge-sharing approach<br />Investigated organizational culture<br />Investigated similar blogs and blogging research<br />Considered potential approaches<br />Designed a knowledge-sharing approach<br />Developed evaluation to determine success<br />