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Corporate Blogging. Sabrina I. Pacifici Founder, Editor, Publisher, Web Manager LLRX.com ( www.llrx.com ), the unique, free, independent webzine on legal research, resources, applications, and technology for librarians and legal professionals. & Author of beSpacific ( www.bespacific.com )

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Corporate blogging

Corporate Blogging

Sabrina I. Pacifici

Founder, Editor, Publisher, Web Manager

LLRX.com (www.llrx.com), the unique, free, independent webzine on legal research, resources, applications, and technology for librarians and legal professionals.

& Author of beSpacific (www.bespacific.com)

Accurate, focused law and technology news, updated daily


Presentation overview

Blog facts

Overall blog stats

Blogging applications

Blog features

Tracking blogs at large

Corporate blogging stats

Why blog

What to blog about

Got Content!

Blogging Essentials – benefits, people, time, cost

Elements/components of good blogs

Content creation and management

Marketing and branding, in-house and to the public

Blogs as knowledge management tools

Adjunct to portals, websites, intranets

Examples of focused, topical blogs

More reasons you should blog

Tech companies lead the way in corporate blogging

News and resources on corporate blogging

Presentation Overview

Sabrina I. Pacifici, www.bespacific.com


Facts about blogs
Facts about blogs

Sabrina I. Pacifici, www.bespacific.com


Parts of a blog consider which elements to use
Parts of a blog – consider which elements to use

Sabrina I. Pacifici, www.bespacific.com


How many blogs are there millions and millions
How many blogs are there? Millions and millions….

Sabrina I. Pacifici, www.bespacific.com


But how many are updated regularly
But how many are updated regularly?

Sabrina I. Pacifici, www.bespacific.com


“A mere 2% of Adult Internet users maintain Web diaries or Web blogs…Content omnivores are among the heaviest overall users of the Internet.”

Sabrina I. Pacifici, www.bespacific.com


Blog software an overview of some options
Blog Software – An overview of some options Web blogs…Content omnivores are among the heaviest overall users of the Internet.”

Sabrina I. Pacifici, www.bespacific.com


Tracking blogs
Tracking Blogs Web blogs…Content omnivores are among the heaviest overall users of the Internet.”

Sabrina I. Pacifici, www.bespacific.com


Stats on corporate bloggers http www sifry com alerts archives 000390 html october 17 2004
Stats on Corporate Bloggers: Web blogs…Content omnivores are among the heaviest overall users of the Internet.”http://www.sifry.com/alerts/archives/000390.html, October 17, 2004

Sabrina I. Pacifici, www.bespacific.com


Why blog

Inexpensive, non-techie, easy/quick to launch Web blogs…Content omnivores are among the heaviest overall users of the Internet.”

Capture, annotate information

Indicate document relevancy, provide taxonomy, create info relationships

Make info visible that would otherwise be overlooked

Document management tool, from micro to macro (personal, departmental, organizational)

Excellent adjunct/alternative to email overload

Leverage your research and ability to disseminate it

Create and promote key relationships within and across departments, groups and services

Expand services to those across your organization

Increase productivity and info exchange through better time management and resource allocation

Seamless access via internal network

Read the website, receive RSS feeds or updates through email

Promote internal marketing for individual, group/dept. and/team initiatives, projects (long and short term)

Content is searchable, browsable, archived and users can comment

Alternative to vast, impenetrable file folders of emails

valuable database is created and expanded continuously

Inexpensive, practical KM system that does not require lots of $

Why Blog?

Sabrina I. Pacifici, www.bespacific.com


Blogging essentials benefits people time cost

Is a blog the app you should choose Web blogs…Content omnivores are among the heaviest overall users of the Internet.”

Who are you trying to serve, and why

Needs assessment

Have a specific goal, review progress and assess value

Who is responsible for maintenance/updating

Blogs can be “back-office” or front and center

Determine scope…or niche

Establishing and populating the blog(s) with content

review resource options with key members of departments, practice groups or areas whom you wish to serve.

Obtain stakeholder buy-in

Demo the service, request suggestions, comments and input

Respond quickly by adapting the blog to incorporate additional data

narrow or expand content and specifications

Is one blog sufficient, or do you need multiple blogs?

Address usability, functionality, value for time spent

Stay on message…focus, focus, focus – readers have limited time

Verify, vet, validate content

choose your source materials very carefully

Blogging Essentials – benefits, people, time, cost

Sabrina I. Pacifici, www.bespacific.com


Blogs can they replace an intranet
Blogs – can they replace an intranet? Web blogs…Content omnivores are among the heaviest overall users of the Internet.”

Sabrina I. Pacifici, www.bespacific.com


From dave pollard s how to save the world the knowledge process http blogs salon com 0002007
From Web blogs…Content omnivores are among the heaviest overall users of the Internet.”Dave Pollard's How to Save the World – The Knowledge Process, http://blogs.salon.com/0002007/

Sabrina I. Pacifici, www.bespacific.com


What to blog about share the knowledge
What to Blog About? Share the Knowledge Web blogs…Content omnivores are among the heaviest overall users of the Internet.”

  • new or ongoing projects – close the loop

  • new services, or current ones that require better promotion/info dissemination

  • KM initiatives

    • Evaluation, design, implementation, roll-out, testing

  • Tasks – group/departmental

    • Organizational tool, management tool

      • Password database, subscription database, calendar of events

  • training

  • presentations

  • topical/subject specific research

  • practice development

  • clients

  • virtual reference, electronic services, cataloging

  • from topics specific or broad, it is up to you!

Sabrina I. Pacifici, www.bespacific.com


What does blogging involve got content
What Does Blogging Involve – Got Content! Web blogs…Content omnivores are among the heaviest overall users of the Internet.”

  • Assignment: monitor, track, locate (through all avenues available…fee and free)… find needle in haystack and make it look easy!

  • validate, verify, analyze

  • review, edit, append info as req’d (PDF, Word docs, Excel, graphics, audio, video)

  • seek feedback, comments, contributions

  • publish, disseminate, update (the updating part is the real kicker)…commitment is key!

  • don’t start what you can’t continue – Feed the Blog!

  • time management is essential

Sabrina I. Pacifici, www.bespacific.com


Example of a blog used for development collaboration testing
Example of a blog used for development, collaboration, testing

Sabrina I. Pacifici, www.bespacific.com


Blogs facilitate organization of and access to relevant data by topics
Blogs facilitate organization of, and access to, relevant data by topics

Sabrina I. Pacifici, www.bespacific.com


Example of a very focused topical blog gm smallblock engine blog
Example of a very focused topical blog: GM Smallblock Engine Blog

Sabrina I. Pacifici, www.bespacific.com


Example of a topical blog with broader focus but still subject oriented stays on message
Example of a topical blog with broader focus but still subject oriented – stays on message.

Sabrina I. Pacifici, www.bespacific.com


More reasons why you should blog

Identify and target your users subject oriented – stays on message.

Provide channels of information

Choice/selection in data stream

From the general to the granular, your readers can choose if you offer them a range of content

Supplementing info/data/resources from websites, e-newsletters, paid subscription services, online databases

Aggregate your current publishing formats

Intranet

Portal

Websites

Handouts/brochures

Power Points

Emails

Newsletters

Branding/marketing vehicle for your library – good PR

Offers tangible, ongoing documentation of work product

Justify resources, staffing, additional services

Where is that report, news article, survey, training manual?

Promote, maximize internal collaboration, knowledge base management of resources, tasks and projects

Real time publishing

Direct, no intermediary req’d

You are the expert

Blogging will focus and expand upon your skills

Level the playing field…minimize barriers and increase visibility, communications, integration of resources

More Reasons Why You Should Blog

Sabrina I. Pacifici, www.bespacific.com


Think about products and services informing and supporting users
Think about products and services – informing and supporting users

A Product Blog

"By announcing a new product on a blog you are creating an invitation to a discussion about your product. On-line press releases don't allow readers to post comments to provide feedback or to ask questions. As more and more blog readers use newsreaders, people are very apt to grab an RSS feed for a blog they find interesting. That creates an opportunity for the blog to continue the discussion that starts with a new product announcement. “

http://contentcentricblog.typepad.com/

Sabrina I. Pacifici, www.bespacific.com


Consider the options value and flexibility offered by rss feeds
Consider the options, value and flexibility offered by RSS Feeds

  • News feeds help you “get the word out” about updates to your blog

    • In-house or to the public

    • Offer your readers/community an alternative to email only, or as a supplement to it for those who “opt-in”

  • Review websites you use that offer feeds

    • To locate feeds, look for the orange icon or button that says RSS, XML, Syndicate or Atom.

Sabrina I. Pacifici, www.bespacific.com



Microsoft has over 800 employees blogging take a look
Microsoft has over 800 employees blogging…take a look Feeds

Sabrina I. Pacifici, www.bespacific.com


Bloggers from sun microsystems
Bloggers from Sun Microsystems Feeds

Sabrina I. Pacifici, www.bespacific.com


Ceo s who blog
CEO’s Who Blog Feeds

Sabrina I. Pacifici, www.bespacific.com


News and resources about corporate blogging
News and Resources About Corporate Blogging Feeds

  • Blogging for Business – “With readers flocking to their Web postings, execs are finding blogs useful for plugging not just their products but their points of view.” Business Week, August 9, 2004 http://tinyurl.com/4mukc

  • Blogging With The Boss's Blessing – “More companies are helping employees to speak freely -- and bond with customers.” Business Week, June 28, 2004 http://www.businessweek.com/magazine/content/04_26/b3889107.htm

  • Blogging behind the firewall – “InfoWorld’s internal Weblog started as an experiment. Already, it’s indispensable.” InfoWorld, May 24, 2004 http://www.infoworld.com/article/04/05/21/21OPconnection_1.html

  • The Corporate Blog is Catching On, New York Times, June 23, 2003 http://tinyurl.com/f10d

  • Google sees benefits in corporate blogging, “Company says internal blogs can be used to track meeting notes, share diagnostics information and code.” InfoWorld, November 18, 2004 http://www.infoworld.com/article/04/11/18/HNgooglecorpblog_1.html

  • HP quietly begins Web log experiment – “Hewlett-Packard Co. has become the latest IT vendor to dip its toes in the wild world of Web logging, or blogging.” IDG News Service, 23 Nov 2004, http://tinyurl.com/689r4

  • See beSpacific.com’s regular updates on blogging at http://www.bespacific.com/mt/archives/cat_blogs.html

  • Blogging policy examples – Charlene Li, http://forrester.typepad.com/charleneli/2004/11/blogging_policy.html

Sabrina I. Pacifici, www.bespacific.com


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