Beyond Budgeting auf der Performance 2008

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 • Content creation and
management
• Overall blog stats
• Marketing and branding, in-
• Blogging applications
house and to the public
• Blog features
• Blogs as knowledge
• Tracking blogs at large
management tools
• Corporate blogging stats – Adjunct to portals, websites,
• Why blog intranets
• What to blog about • Examples of focused, topical
blogs
• Got Content!
• More reasons you should blog
• Blogging Essentials –
• Tech companies lead the way in
benefits, people, time, cost corporate blogging
• Elements/components of • News and resources on
good blogs corporate blogging

Sabrina I. Pacifici, www.bespacific.com

Facts about blogs


Parts of a blog – consider which elements to use


How many blogs are there? Millions and millions….


But how many are updated regularly?


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


Blog Software – An overview of some options


Tracking Blogs


Stats on Corporate Bloggers:
http://www.sifry.com/alerts/archives/000390.html, October 17, 2004


Why Blog?
• Expand services to those across
• Inexpensive, non-techie,
your organization
easy/quick to launch
• Increase productivity and info
• Capture, annotate information
exchange through better time
– Indicate document relevancy, management and resource
provide taxonomy, create info allocation
relationships
• Seamless access via internal
– Make info visible that would network
otherwise be overlooked – Read the website, receive RSS
– Document management tool, feeds or updates through email
from micro to macro (personal, • Promote internal marketing for
departmental, organizational) individual, group/dept. and/team
• Excellent adjunct/alternative to initiatives, projects (long and
short term)
email overload
• Content is searchable, browsable,
– Leverage your research and
archived and users can comment
ability to disseminate it
– Alternative to vast, impenetrable file
• Create and promote key folders of emails
relationships within and across – valuable database is created and
departments, groups and expanded continuously
services – Inexpensive, practical KM system
that does not require lots of $


Blogging Essentials – benefits, people, time, cost

• Is a blog the app you should • Obtain stakeholder buy-in
choose • Demo the service, request
– Who are you trying to serve, suggestions, comments and
and why input
• Needs assessment • Respond quickly by adapting
– Have a specific goal, review the blog to incorporate
progress and assess value additional data
• Who is responsible for – narrow or expand content and
maintenance/updating specifications
• Blogs can be “back-office” or • Is one blog sufficient, or do you
front and center need multiple blogs?
– Determine scope…or niche • Address usability, functionality,
value for time spent
• Establishing and populating the
blog(s) with content • Stay on message…focus, focus,
focus – readers have limited
– review resource options with
key members of departments, time
practice groups or areas whom
• Verify, vet, validate content
you wish to serve.
– choose your source materials
very carefully


Blogs – can they replace an intranet?


From Dave Pollard's How to Save the World – The Knowledge Process,
http://blogs.salon.com/0002007/


What to Blog About? Share the Knowledge

• 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!


What Does Blogging Involve – Got Content!
• 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


Example of a blog used for development, collaboration, testing


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


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


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


More Reasons Why You Should Blog

• Identify and target your users • Branding/marketing vehicle for your
library – good PR
• Provide channels of information
– Offers tangible, ongoing
– Choice/selection in data stream
documentation of work product
– From the general to the granular,
– Justify resources, staffing, additional
your readers can choose if you offer
services
them a range of content
• Where is that report, news article,
• Supplementing info/data/resources
survey, training manual?
from websites, e-newsletters, paid
subscription services, online – Promote, maximize internal
databases collaboration, knowledge base
management of resources, tasks and
• Aggregate your current publishing
projects
formats
• Real time publishing
– Intranet
– Direct, no intermediary req’d
– Portal
• You are the expert
– Websites
– Blogging will focus and expand upon
– Handouts/brochures
your skills
– Power Points
– Level the playing field…minimize
– Emails
barriers and increase visibility,
– Newsletters communications, integration of
resources


Think about products and services – informing and supporting users

A Product Blog
quot;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/


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.


Microsoft has over 800 employees blogging…take a look


Bloggers from Sun Microsystems


CEO’s Who Blog


News and Resources About Corporate Blogging
• 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


Beyond Budgeting auf der Performance 2008

Beyond Budgeting auf der Performance 2008

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