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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

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

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?

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!”