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A Practical Guide To Getting Started With Blogs. Duane Nickull Sr. Technology Evangelist Adobe Systems. Speaker bio - Duane Nickull. Current Chair - OASIS SOA Reference Model Technical Committee (OASIS Standard as of 2006) Community Member (Planning Committee) - Ontolog Forum

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A Practical Guide To Getting Started With Blogs

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A practical guide to getting started with blogs

A Practical Guide To Getting StartedWith Blogs

Duane Nickull

Sr. Technology Evangelist

Adobe Systems

Speaker bio duane nickull

Speaker bio - Duane Nickull

  • Current

    • Chair - OASIS SOA Reference Model Technical Committee (OASIS Standard as of 2006)

    • Community Member (Planning Committee) - Ontolog Forum

    • Contributor - OASIS SOA Reference Architecture Technical Committee

    • Contributor - OASIS Service Component Architecture Technical Committee

  • Past:

    • Contributor/architect - W3C Web Services Architecture

    • Chief Architect/Chair - United Nations CEFACT Technical Architecture (SOA)

    • Chair - OASIS eBusiness SOA Technical Committee

    • Chief Architect - ebXML Technical Architecture (first major SOA)

    • Co-inventor - GoXML Contextual XML Search (51 unique patent points)

    • Co-Inventor - XML Commerce Pro (1997) first fully XML commerce engine

  • Author (books, white papers, technical articles)

  • Speaker (Conferences, Universities …)

  • My Band http://www.myspace.com/22ndcentury

  • My TV show – Duane’s World on http://tv.adobe.com

Blogging intro

Blogging – Intro

  • Represents patterns of subscribe-push, collaboration and small things, loosely coupled (ref: Web 2.0 Patterns).

  • Short for weB-LOG (web based log).

  • Represents efficient communication.

  • Survey:

    • How many of you blog?

    • Does it make you social?

Is the new web social

Is the new web social?

“Anti-Social” - courtesy of Anthrax.

So who is blogging

So who is blogging?

  • Every industry, vertical, type of organization

  • Why?

  • Why would you want to create more communication?

  • Stats:

  • The web features more than 200,000,000 blogs

  • • 73% of active internet users have read blogs

  • • 45% of internet users have started blogs

  • • 39% of internet users subscribe to RSS feeds

Example 1

Example 1

  • http://www.noroblog.com/2008/05/articles/norovirus-outbreaks/more-than-70-catch-norovirus-at-javaone/

Example 2

Example 2


Getting your blog started

Getting your blog Started

  • Requires some forethought

  • First step is to define goals.

  • Budget?

  • Team blog or individual?

  • IPR?

    • Who owns what you publish (employee IP agreements)

    • Who do you speak for and what type of content?

    • Does your company/org have a legal or other policy for blogging?

  • Takeaway: Look before you leap!

Step 1 goals

Step 1: Goals?

  • What is the goal of your blog?

    • New line of communication or merely pushing marketing messages?

    • Making Money?

    • What is a “successful” user story?

    • Determines tools and platform requirements.

  • How much time will you have to provide to blogging?

  • Takeaway: Consider taking a media training course!

Getting your blog started platforms

Getting your blog started – Platforms?

  • Platforms?

  • Should I use a free Blogger.com blog or get my own hosted blog on my own Domain?

  • Which Blog Platform is best?

  • What are the Pros and Cons of going with Typepad instead of WordPress as a blog platform?

  • Search engines – bias?

  • Should I start out on a free Blogging Platform and Upgrade later?

  • Takeaway: Start on a free platform, you can migrate later!

Platforms ranked by problogger com readers

Platforms ranked by problogger.com readers



Features third party

Features – third party

Technical advice

Technical advice

  • Beware of too many remote scripts running on your blog

    • Can break alignment, layout in some browsers

    • Slows down render time

  • Beware of remote content!

    • Management over time can becometroublesome.

    • Broken links are easy to introduce into your code

    • Try to keep stuff on one platform – utilize Server Side Processing whenpossible.

Maximizing usefulness of your blog

Maximizing usefulness of your blog

  • Consistency

    • Publishing frequency

    • Content

    • Bias

  • Can your blog help your employees?

    • Act as another conduit?

    • Reduce their workloads?

  • Takeaway: Look for patterns!

  • Example:

    “I don’t have time to discuss blogging, I am too busy answering customer inquiries”

Employee acceptance

Employee Acceptance

  • Everyone on Board with Strategic Plan

    • http://www.problogger.net/archives/2005/08/01/strategic-blogging-mission/

  • Value system *

    • Golden rule: Words are cheap: what goes around comes around

    • Value others work when I build on it

    • Acknowledge all sources of content, inspiration (comes back tenfold)

    • Environment where everyone can have their say without ridicule, censorship

    • Respect the privacy of others (Private conversations, Contact details)

    • Publish only fact and will state if speculating

    • If I make a mistake I publicly acknowledge this/correct it

    • Always disclose conflicts of interest (points – analysts Redmonk)

  • Takeaway: Employees/contributors motivated by integrity!

Based on: http://www.problogger.net/archives/2005/08/02/strategic-blogging-values/

Measuring the usefulness of your blog

Measuring the Usefulness of your Blog

  • Metrics:

    • Ad revenue?

    • Articles read?

    • Syndication?

    • Community?

  • Is your blog part of a process?

    • First landing page for eCommerce (lawyer example)

    • Product information leading to purchase?

    • Guide to help resources?

  • Takeaway: Have firm metrics in place BEFORE you start!



  • Blogspot - http://www.mybloglog.com/buzz/community/Technoracle/

  • Technorati

Measuring google adsense

Measuring – Google Adsense

<script src="http://www.google-analytics.com/urchin.js" type="text/javascript">


<script type="text/javascript">

_uacct = "UA-XXXXXXX-2";

urcGet yourhinTracker();


Daily Report



  • Monitor, monitor monitor

  • I got a bad deal, but…

  • They got really Rheem™ed in the end!!!

  • Do we need blogger “Code of Ethics”?

A picture is worth 1 000 posts

A picture is worth 1,000 posts?

  • Add your photos (or logos) to your blog.

  • Why?

    • Humanizes the experience

    • Audience identifies with you


Cultural issues correct your mistakes

Cultural issues – correct your mistakes!

  • Case study:

  • http://technoracle.blogspot.com/2008/02/microsoft-faces-third-eu-probe-over.html

  • I got an internal email asking me to quickly make a blog post. It contained text word for word from Andy Updegrove.

  • Solution: promptly, publicly apologize, recognize the contributions and work of others and correct the statements with proper attribution.

  • Takeaway: Make sure you have a process in place that prevents mistakes!

Cultural issue don t just create

Cultural issue – don’t just create

  • Consume too.

  • Make sure you are informed

  • Don’t drink and blog!

  • Case Study – Maintaining a Good Ratio:

    • http://technoracle.blogspot.com/search?q=nti

  • Takeaway: Create in ratio to consumption. Uphold your Nti!

The future

The Future

Where is this going?

Cable tv 1982

Cable TV 1982

Cable tv 2007

Cable TV 2007


Shift happens

SHIfT happens!

134 millioninternet users watched

9 billionvideo clips

75%US Internet users watch videos online

181 minutesper viewer per month

68 clipsper month

Video blogging

Speaker | Company

Video Blogging…..

Duane’sWorldTV.com”Wer nicht fragt, bleibt dumm!”

Vancouver international airport

Vancouver International Airport

Watched over 100 000 times on youtube aol video vblogs et al

Watched over 100,000 times on Youtube, AOL Video, Vblogs, et al.

It is here today

It is here today!

A practical guide to getting started with blogs

So what are you going to do?

Thank you

Thank you!

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