PresentationLewisPR

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PresentationLewisPR

  1. 1. the business value of blogging Marieke van Zuien Mark van der Wolf
  2. 2. about us
  3. 3. the question we hear most... Why should I spend part of my budget on a blog? (and not on something else?)
  4. 4. the business value of blogging <ul><li>market situation / quantitative research: </li></ul><ul><li>300 companies from 10 countries (Asia-Pacific, Europe, US) </li></ul><ul><li>blogging value / qualitative research: </li></ul><ul><li>panel of 10 international LEWIS experts </li></ul><ul><li>guide to blogging decision making </li></ul><ul><li>contemporary theory, our own insights </li></ul>
  5. 5. key findings: Asia <ul><li>90 companies, 5 corporate blogs </li></ul><ul><li>Australia: 2, Singapore: 3, China: 0 </li></ul><ul><li>Industries: media, IT </li></ul><ul><li>China: large participation in third-party blogs </li></ul><ul><li>Face-to-face business culture is a barrier </li></ul>
  6. 6. key findings: Europe <ul><li>160 companies, 4 corporate blogs </li></ul><ul><li>France, Italy, Netherlands, UK: 1 </li></ul><ul><li>Germany, Spain, Sweden: 0 </li></ul><ul><li>Industries: media, automotive, telecom </li></ul><ul><li>Experiments with project-driven blogs, third-party blogs </li></ul>
  7. 7. key findings: US <ul><li>50 companies, 7 corporate blogs </li></ul><ul><li>Industries: IT, social media </li></ul><ul><li>- More strategic approach to blogging than in Europe and Asia </li></ul><ul><li>Several companies encourage employees to blog </li></ul>
  8. 8. the bottom line Corporate blogging is still rare.
  9. 9. the blogging decision in four steps <ul><li>Identify possible benefits </li></ul><ul><li>Determine requirements </li></ul><ul><li>Evaluate alternatives </li></ul><ul><li>Adjust for non-influenceable success factors </li></ul>
  10. 10. blogging value wheel
  11. 11. blogging value wheel
  12. 12. types of blogs “ Real” corporate blogs are: <ul><li>permanent </li></ul><ul><li>outward-facing </li></ul><ul><li>opinionated </li></ul>
  13. 13. blogging value wheel: CEO blog
  14. 14. blogging value wheel: company blog
  15. 15. the blogging decision in four steps <ul><li>Identify possible benefits </li></ul><ul><li>Determine requirements </li></ul><ul><li>Evaluate alternatives </li></ul><ul><li>Adjust for non-influenceable success factors </li></ul>
  16. 16. blogging requirements <ul><li>A corporate blog requires: </li></ul><ul><li>time </li></ul><ul><li>skill </li></ul><ul><li>knowledge </li></ul>Time and skill can be bought, knowledge cannot!
  17. 17. time and money
  18. 18. the blogging decision in four steps <ul><li>Identify possible benefits </li></ul><ul><li>Determine requirements </li></ul><ul><li>Evaluate alternatives </li></ul><ul><li>Adjust for non-influenceable success factors </li></ul>
  19. 19. blogs: value for cost
  20. 20. the blogging decision in four steps <ul><li>Identify possible benefits </li></ul><ul><li>Determine requirements </li></ul><ul><li>Evaluate alternatives </li></ul><ul><li>Adjust for non-influenceable success factors </li></ul>
  21. 21. non-influenceable success factors
  22. 22. ...so why should I start blogging? For most companies, there’s no immediate need to start blogging. <ul><li>Moreover, a corporate blog: </li></ul><ul><li>will not tackle any specific business issue better than traditional tools; </li></ul><ul><li>requires quite some time and money; </li></ul><ul><li>- carries a risk of reputation damage. </li></ul>
  23. 23. ...so why should I start blogging? A corporate blog can be an entirely new window to the world, providing benefits to the entire organisation BUT: ...and there’s still a lot of first mover advantage to be gained out there!
  24. 24. questions? http://www.lewis360.com
  25. 25. www.lewispr.com

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