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Effective use of blogs in business: How companies can talk to themselves. 2 nd December 2004 Olympia. The Big Blog Company. Doughnuts, is there anything they can't do? -Homer Simpson. BLOGS. Company name. Company and contact info. Posting content. Ability to track events.

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Effective use of blogs in business how companies can talk to themselves l.jpg

Effective use of blogs in business: How companies can talk to themselves

2nd December 2004


The Big Blog Company

Doughnuts is there anything they can t do homer simpson l.jpg
Doughnuts, is there anything they can't do? to themselves-Homer Simpson


Slide3 l.jpg

Company to themselves


Company and

contact info

Posting content

Ability to

track events

Posts stored for

future reference


Ability to track

links to that post

Links to that


Distribute via RSS

Links to other sources

Slide4 l.jpg

Blogs are optimised nodes to themselves

Content is only half the job

Distribution is the other half

Network effect of blogosphere

Ease, immediacy, speed and interaction

Creativity and dynamism

  • Replicate inside the company network

Slide5 l.jpg

Portals to themselves

  • different forms of information on one page, easy to update & customisable


  • secure slice of the web, place for tools to support collaboration

    KM applications

  • top-down IT projects


  • designed for individual interaction and networking

  • Blogs have the right balance between unstructured creativity and structured format

  • Forum is a collective drawing mess of lines l.jpg
    Forum is a collective drawing - mess of lines to themselves

    Blog is a painting untouched but commented upon

    Slide7 l.jpg

    1 to themselvesst principle

    Information organisations, knowledge economy

    2nd principle

    Nothing was ever invented in a meeting

    3rd principle

    Basic unit is the individual - not a process, department or even a team

    • Collaboration & creativity is a human problem, not a technological one

    Slide8 l.jpg

    If we all do this, marvellous things happen to themselves

    e.g. if we all contribute to this new KM/CMS/collaborative software, we unleash a fount of creativity, knowledge, interaction, experience etc.

    • These are company’s goals

    Slide10 l.jpg

    • Key to effective use of internal blogs

    How do you get employees to accept the new methodologies and paradigms l.jpg
    How do you get employees to accept the new methodologies and paradigms?

    • Don't tell users there are new methodologies and paradigms, they don't care or need to know

    • Show them that the new systems allow them to get their work done

    • Show them that you can fix problems that prevent them from getting their work done going forward

    • Possible with blogs and emergent technologies as they are a ‘multiple orders of magnitude cheaper’

    Slide12 l.jpg

    Disney paradigms?



    London Internet Exchange

    Slide13 l.jpg

    Disney internal communication paradigms?

    • Track cable operations across the world

    • Messages by technical operators

    • Programming, marketing, traffic, operations


    • From proprietary DB to blog software

  • Improving efficiency and coordination

  • Source: Disney Presentation at O’Reilly Emerging Technology Conference, February 9-12, 2004

    Slide14 l.jpg

    Internal expertise and information sharing paradigms?

    • Knowledge best shared through a system that notifies users of new content

    • Email notification replaced by RSS

      Blogs and RSS aggregators the answer

    • Easy for each group member to store and share content

    • Keeps group members coming back, easy to find out when new content is available

    • Encourages others to share

  • “Need people willing to share information to get people to use blogs, wikis and other collaborative systems”

  • Slide16 l.jpg

    Use of blogs within Google paradigms?

    • Keeping track of meeting notes

    • Sharing diagnostics information

    • Sharing snippets of code

    • More personal uses – sharing what people are thinking about and what they're up to

  • “It really helps grow the intranet and the internal base of documents”

  • Slide17 l.jpg

    InfoWorld six-months IT initiative paradigms?

    • Coherent roadmap on weblog

    • No need for agendas, handouts in meetings

    • Changes distributed via RSS to anyone who wants updates

    • Accountability within IT team and to non-IT colleagues

  • “Amazing how a system so simple and easy can produce such profound results”

  • http://www.infoworld.com/article/04/05/21/21OPconnection_1.html

    Slide18 l.jpg

    LINX internal blog for member updates paradigms?

    • More permanent record of announcements than the pre-existing mailing lists

    • Archiving and clustering of topics easier

    • More accurate classification and labelling

    • Tracking and analysis of audience more accurate

    • Balance of time spent on topics

    • Timeliness leading to more feedback

    • Change in dynamics satisfying short and long term reporting

    Slide19 l.jpg

    • Blogs paradigms?

      • persistent conversation, dynamic info flows

      • Movable Type, Expression Engine

    • Wikis

      • ideal for collaborative documents created by many

      • Web Collaborator, Wiki 2.0, MediaWiki, Social Text

    • RSS readers

      • Replace email notification, internal news feeds

      • Newsgator (Outlook integration)

    Slide20 l.jpg

    • Format paradigms?

      • Match with purpose and activity

      • Evolving and dynamic

    • IT aspect

      • Flexible

      • Low cost

      • Easy to implement

    • Human dimension

      • Most important and complex

      • Individual matters

      • Collective result emergent rather than imposed