The document discusses corporate blogging and lessons learned from incidents where companies were criticized online. It provides tips for effective blogging, including the need to regularly update blogs, track metrics, promote blogs, and link to related content. Examples are given of companies that successfully used blogging to humanize their brand and promote products. Guidelines are offered for getting started with blogging using WordPress.

1. Module 3: Corporate blogging

2. Kryptonite Bike Lock Fiasco

4. Kryptonite Lock Fiasco

5. Kryptonite Lock Fiasco 2

6. Mainstream media picks up story

7. Source: Fortune

12. Blogging

15. Bloggers not immune to the law

16. Bloggers affect brands Jeffooi.com vs Maxis Mon, July 26, 2004 “ I maintain two post-paid mobilephone accounts. One of the Maxis main accounts activated over eight years ago on Jan 9, 1996, has contributed a total of RM9,982.81 to Maxis coffer to date. Because of sustained call pattern, Maxis has granted me a Line of Credit of RM850.00 some four years ago, and the LOC is still maintained in their customer database. “ Yesterday, Maxis decided to ‘interrupt’ my line because I owed them RM5.92 - LIMA RINGGIT SEMBILAN PULUH DUA SEN. Once a telco grows big, it tends to get very cocky . I used to detest this perception, but I now agree fully….”

22. Don’t be boring! http://dullestblog.com/

25. ROI of Blogging From Groundswell

28. Track and measure Source: Forrester Research

29. 8 Blogging tips 1. Update once weekly, if not daily Rule of thumb is to blog at least once a week. Do it tag team style, so you can keep it fresh and updated. 2. RSS: Make it easy to subscribe 3. Track visitors: Blogger: Use Google Analytics tracker to track number of blog visitors. WordPress: Stats on Dashboard, or use independent tracker eg: http://extremetracking.com or Google the keyword “free trackers” 4. Promote, promote, promote Use Facebook and Twitter apps to automate blog post updates.

37. Companies that blog internally or externally

38. CEOs’ blogs Richard Branson, Virgin http://www.virgin.com/richard-branson/blog/ Mark Cuban http://blogmaverick.com

39. Bill Marriott http://www.blogs.marriott.com/ Richard Edelman http://www.edelman.com/speak_up/blog/

40. http://www.tonyfernandesblog.com

43. 1.Go to wordpress.com and sign up here

44. 2. This becomes your URL for your blog ie: http://buzz.wordpress.com 5.Remember the email you are using, you have to access this to authenticate account later 3.Write username down in case you forget 6.Click Sign Up 4.Write password down in case you forget

46. 7.Open email from WordPress.com 8.Click on activation link

47. 9. Click to view site

48. 10. This is your new blog! It has a new post and new comment and uses the default design template. You can edit or delete the post and comment or change design template in My Blog > Dashboard > Appearance Log In

49. 11. This is your Dashboard. Explore features like Posts, Pages and Appearance in left column