Corporate Blogging
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The document discusses corporate blogging in India and highlights the benefits, challenges, and strategies for effective blogging in a corporate environment. It emphasizes the need for structured teams, ROI-based approaches, and community engagement, alongside the importance of guidelines, measurement, and training. The case study of Microsoft illustrates the successful implementation of blogging strategies within a large organization.
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Corporate Blogging
- 1. Corporate Blogging With focus on India Abhishek Kant www.abhishekkant.net
- 2. Who am I Blogger, Technologist & Social Media Adopter http://www.abhishekkant.net http://twitter.com/abhishekkant http://www.linkedin.com/in/abhishekkant
- 3. Corporate Blogs - I Blogs.infosys.com Ajitb.rediffland.com
- 4. Corporate Blogs - II Raahi.com http://research.microsoft.com http://www.alootechie.net
- 5. Corporate Blogging: What’s Different Controlled Environment Shareholder Value - Support Sales Structured Teams
- 6. Quick Roadblocks Selling the value of community Getting new users to sign up Building up the super contributors Status Quo
- 7. Let’s go
- 8. Buy In – RoI Based Direct Sales Word of mouth/ Buzz Generation Reach Adoption Image/ Brand Product Feedback & EA System Customer generated content Self Supporting Ecosystem Satisfaction
- 9. Strategy Organizational responsibility Why Blog Community Needs Community Audit Who blogs and where? What medium? Blogging guidelines Contingency Plan Measurement
- 10. Organizing Forming a team in charge of blogging Training on Blog policy Provide blogging platform Branding the blogs Assimilation of blogs
- 11. Operations Establishing blogging frequency Establishing chain of approval for team/ sensitive blogs Commenting Response Management Continuous Measurement
- 12. Soliciting Participation Building Personal brands Empowerment Tiered Recognition Help Network Offline Meeting Develop non-job skill
- 13. Risks & Challenges Metrics & Analytics Legal Liability Implied Warranty Copyright PR Issue: Negative posts, Confidentiality IP Disclosures Blogs after employee leaves
- 14. Case Study: Microsoft Blogs Over 6000 blogs on MSDN & TechNet Many more on external sites e.g. weblogs.asp.net Internal Blogs exist STO for infrastructure Organized new media channels – channel9.com/ on10.net/ channel8.com Many are team blogs esp. the product blogs e.g. blogs.msdn.com/ie Blogging guidelines exist – “Blog Smart” Implied warranty statement Mail alias to collaborate amongst bloggers
- 15. Questions? Need Help? [email_address]