The document recommends that Borland establish a blog on their website to showcase thought leadership on visual modeling. It suggests having in-house experts blog weekly and using a platform like Typepad or Wordpress. The blog should be promoted on Borland's website and other sites to increase traffic and engagement. Success metrics include subscription numbers, regularity of posts, comments, traffic to Borland.com, and external links.

1. Borland Together® product Blog Recommendation November 2007

2. Together Blog Objectives Provide another means to showcase Borland’s industry thought leadership – this time on Visual Modeling. Focus on topics Business Analysts and Business Architects care about and need help with. Start a dialogue with our customers/prospects. Laying the groundwork for a larger community. Increase search engine hits Use as a benchmark to determine future success metrics

3. Together Blog Recommendation Use in-house domain experts to blog about Visual Modeling on Borland.com Richard Gronback/Ian Buchanan to update on weekly basis Richard is active in the industry and currently blogs on Planet Eclipse. However, that medium handcuffs what we can talk about (non-commercial products and only to developers) Use either Typepad or Wordpress Establish a set of guidelines for future Borland bloggers to follow Allows for minimal company resources and oversight http://michaelhyatt.blogs.com/workingsmart/2005/03/corporate_blogg.html http://bloombergmarketing.blogs.com/bloomberg_marketing/2005/03/thomas_nelson_p.html

4. Together Blog Promotion Promote it on Borland.com: Home page, relevant pages (Together product page, Resource Center) Mentions on Planet Eclipse informing them of the new location Mention in future Together edms, webcasts, etc List it with sites that promote/register blogs (Feedburner.com, Technorati). Makes it easier for people to subscribe to blog's RSS feed Gives you tracking information of how many people have subscribed to your blog’s RSS Better enables search engines to index existing/new content Allows readers to customize the feeds

5. Together Blog Metrics for success Subscriptions to the RSS feed Entry regularity – is it being done once per week? Number of Comments Traffic generated to Borland.com Number of sites linking to the blog link:blog.borland.com into Google Sample results “Results 1 - 10 of about 3,620 linking to www.borland.com ” www.google.com/blogsearch Type in “borland -site:www.borland.com“ Will remove search results from Borland‘s own blogs on our website