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4 Δεκ 2013 (πριν από 3 χρόνια και 9 μήνες)

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1

Emerging Technologies:
Blogs

Group 6:


Chunmin

Zhou


Wendy Han


Stephanie Goetz


Tao Lu

Cartoon by Harley Schwadron

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2

Overview of Blog Project

Key issues understanding


for Corporat
e

Blog


Blogs’ development history


Corporat
e

blogs technology


Why do corpora
tions
launch their own corporation blogs?


How do corporations launch their own corporation blogs?


What benefits can corporations get from launching
corporat
e

blogs?


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-
Z

3



Compared to the average internet user, blog
readers are found to be significantly more likely
to live in
wealthier

households.





Blog visitors are 11% more likely than the
average internet user to have incomes of
75K

or
higher.



How many of you have blogs?

How many of you have read blogs?


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-
W

1


2

4

Web

+
log

=
Blog
?

Definition

History

Statistics

Types

Functions

Tools

Z

Part 1:

5

New Blogs per Day

w

3

Daily Posting Volume

6

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4

Blog posts by language

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Z

5

8

What is a blog?


A blog,

“a contraction of the term "
Web log
”, is a
web site
,
usually maintained by an individual with regular entries of
commentary, descriptions of events, or other material such as
graphics or video. Entries are commonly
displayed in reverse
-
chronological order
.”



A blog is a
collection

of time
-
sequenced entries, attributed to
an individual, that can be categorized by the owner and
commented on by others.



Blogs

illustrate the fusion of key elements of human desire
-

to
express one's identity, create community, structure one's past
and present experiences
-

with the main technological features
of 21st century digital communication.






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6

7

7.5

9

History of Blogs


1994

Justin Hall

1999

Peter Merholz

BLOG

2003

Oxford English
dictionary

50
blogs

1980’s

Blog
concept

In radio

2004

Vlogs

Steve Garfield


>200
million
blogs

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10



Corporate bloggers:


69% are also personal bloggers


65% are professional bloggers


Professional bloggers:


59% are also personal bloggers


17% are corporate bloggers




Types of blogs

Personal Blog
:

A personal blog is an ongoing
diary or commentary by an
individual, is the traditional, most
common blog.


Corporate Blog
:

A corporate blog is published
and used by an organization to
reach its organizational goals.

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10

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11

Blog readership

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Actions spurred by blogs

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12

13

Statistical Highlights

13


About
120,000

new blogs were created everyday
in 2007.


About
1,400,000

posts were created per day in
2007.



Most blogs are in Asian language.


Blog readership is higher in Asian countries.


Blogs spur more actions in Western countries.



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14

How many Fortune 500 companies are using a
corporate blog?

S

13

Runing blogs
61
12%
Not running blogs
439
88%
ONLY 12% FORTUNE 500 COMPANYS Are Using Blogs
In November 2008
.
Runing blogs
Not running blogs
15

2 Types of Corporate Blogs

Definition

Functions


Internal


generally accessed
through the
corporation's Intranet,
is a weblog that any
employee can view.


Knowledge Sharing


Company Culture


Direct communication throughout
many layers of the corporation


Easily Accessible



External

publicly available
weblog where company
employees, teams, or
spokespersons share
their views.


Communication


Interaction with public


Marketing


React to negative events faster


Little budget input


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14

15

Corporate Blog Tools

Type

Pad

Drupal

Movable
Type

RSS Reader

Co

comment

Word

Press

Digg

Del.icio.us

Searching Tools

Publishing Tools

Monitoring Tools

Book Marking

Tools

Feedster

Technorati

IceRocket

Spere

Co.coments

Commentful

Expression
Engine

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Technorati
-

Internet search engine
for searching blogs. It uses and
contributes to open source
software. Looks at tags that
authors place on their websites
and categorize search results
with recent results coming first.

Searching Tools: Technorati.com

17

17


Publishing Tools: Wordpress


Wordpress

is a state
-
of
-
the
-
art publishing platform with a focus on
aesthetics, web standards, and usability. WordPress is both free and
priceless at the

same

time.




18

Monitoring Tools: Google Reader



RSS



Really Simple Syndication is “a family of web feed
formats used to publish frequently updated works
-

such as
blog comments, news headlines, video, and audio into a
standardized format.”





Syndicating is another way to increase readership.






RSS reader list:
www.aggcompare.com

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20

RSS Reader

Monitoring Tools: coComment


coComment

is a service for
managing, powering and
researching conversations
online. When using
coComment, you can keep
track of your comments across
any site, share them with
friends, and get notified when
you get a response.

21

Book marking tools: Del.icio.us


Del.icio.us

Delicious is a social bookmarking service, which means you
can save all your bookmarks online, share them with other people, and
see what other people are bookmarking.


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23

Part 2: Case studies

External Corporate Blog

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Internal Corporate Blog

Third
-
Party Blog

24

External Corporate Blog

Case 1

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25

External Corporate blogs


Company background:



NASADQ: JAVA



Core bands: Java, Solaris, My SQL, Storage Tek, and

UntraSPARC



Employees: 33,423 worldwide



Ranking : #184 on the Fortune 500 (2008)



FY2008 Revenue: $13.880 billion



Location: more than 100 countries around the globe


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26

Blog Model


http://blogs.sun.com/


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External Corporate blogs


27

Tips on adoption and exploitation


“I suggest clearly defining a blogging strategy and
guidelines.”


“The rule of thumb is simple: Know the guidelines , then let
loose. “


“Be sure to listen to feedback and respond to legitimate
ideas


from inside and outside”


“Write the blog yourself.”


-
Jonathan Shcwartz, COO of Sun Microsystems

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28

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Internal Corporate Blog

Case study 2:

24.5

29

Internal corporate blogs


Company background:



Electrics Consumer Market Share: 16%



Employees: 150,000 world wide



Ranking : # 66 on the Fortune 500 (2008)



FY2008 Revenue: $ 40 billion



Location: 1,150 retail stores in US, Canada, and China



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Internal
Blog

Blue Shirt Nation

Water

Cooler

Ask the Bus

Wiki

Four Key Modules

Communication


between


employees,

Questions and

answers

Ask questions to HQ directly

Like Facebook

Exchange information
and allocate assignment

Internal corporate blogs


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31


Highlights from Interview




It puts us on one page. It is basically a good communication tool.”

---

Said by Maggie, Store manager.


Each Best Buy employee can log in the internal blog with a Best Buy
email address.



Using the internal blog is optional for employees, not mandatory.


Employees cannot log in the blog anonymously.


HR department monitors the post to see if the content is proper or not.


The blog integrates sales data in it so that the user can check sales
performance easily.









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Z

Internal corporate blogs


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32


Feedback about internal blogs from employees


2 in 5 interviewees chose “ they dislike the
internal corporate blogs” and visit them less
than once per week.



All of them expect the blog to have more creative
format and contents.







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Internal corporate blogs


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33


Lessons from Best Buy's internal corporate blog


Internal corporate blogs can act as effective and efficient
communication tools.


How to engage the employees’ involvement would be a big
challenge, especially in up
-
down blog.


Internal corporate blogs will be more useful to those positions
who need to communicate with other colleagues frequently.


All employees have opportunity to post at anytime and use is
optional.


Risk of negative comments will be lower in internal corporate
blogs.


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Internal corporate blogs


34

Third Party Blog

Case study 3:

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35


“In late 2001, BzzAgent.com founder and CEO Dave Balter
realized that marketers weren't harnessing the power of
word of
mouth (WOM). “



“Today BzzAgent has grown to become the world's first WOM
(word of mouth) media channel, allowing agencies and clients
to develop and execute their own WOM campaigns through
their community of trained Agents”



Oct 2008 :


“500,000 Agents in their international network of WOM
volunteers, which is growing by 2,000
-
4,000 members per week
(talk about what the agents do)


They have over 500 programs under their belt


80 employees working hard to make Agents and clients happy”


Third party blogs

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28

36

What about the costs of BzzAgent?



“Requires a minimum investment of $300,000 in both WOM
media and your selected challenge medium



BzzAgent guarantees that the average difference in
performance for will be 20% or greater. If it’s anything less, then
BzzAgent will
refund all costs

associated with the program”


Third party blogs

29

37

How does BzzAgent Measure their sales
per campaign?


“Sales
-
Based ROI Measurements:

We
conduct pre
-

and post
-
campaign sales
baseline measurements, compare sales in
BzzAgent markets vs. non
-
BzzAgent
markets and use traceable coupons,
websites, e
-
mail links and loyalty cards to
identify and analyze sales and acquisition
impact.”

Third party blogs

30

BzzCampaigns


BzzCampaign

for Dunkin Donuts for their new “low calorie”
Latte coffee drink.



Objective:
To educate consumers of their product and to
learn about what consumers feel about their product by
putting the product directly in their hands.



Strategy:
12 Week campaign, targeting consumers in
Detroit, Cleveland, and Boston. They gave out vouchers free
for one Latte Lite



Outcome: “
-
Reached 111,272 people




-

96% of agents said at least one person they
reached bought a Latte



-
After 8 weeks, sales in Detroit, Cleveland, and
Boston were now 5% higher then the rest of the market”







Third party blog

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39

BzzAgent Lessons


If your corporation has little to no time to set up or manage a
blog, you may want to consider



If you think your corporation may benefit from WOM, you may
want to consider



If your company does not have a lot of money to spare to use
a marketing campaign agency, you may not want to consider


Third party blog

40

Cartoon by Charles Barsotti

How do we measure
the success of blogs?

Challenges:


Privacy and security


Negative comments


Law issue




Part 3: Lessons for GM

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41

How to measure success of blog




Traffic



Links



Technorati ranking



Comments



What values does your
blog create/ bring to
customers?



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Challenges


Privacy and information security


Blog Type


Solutions



External


&

Internal



§
Establish clear blogging guidelines

§
Limit bloggership

§
Identification

§
Monitoring & censorship


Third
-
Party


§
Sign agreements contract with the
agent

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43

American Airlines’ of a crisis blog

----
quiet launch and quiet discontinue

Source: http://blog.holtz.com/index.php/weblog/comments/american_airlines_quiet_launch_of_a_crisis_blog/



The
American
Airlines blog
,
launched in early
2008 is no longer
available on
blogger.


Challenges


Deal with negative comments

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44


The first post includes a video offering step
-
by
-
step instructions on
how to contact the company online;


The second post announces
the airlines’ return to a regular flight
schedule and return service to normal
.


Few comments followed, one of them was “
Returning service to
normal is relative when you take into account how horrible AA
service is ‘normally.’




……lots of voices questioned AA:

The fact that they haven’t
announced publicly makes me wonder how genuine AA is about
listening…… I’m sick of the “here to listen” schtick……
I want AA to tell me what the hell is going on and when and
how things are going to be fixed.


……

z
……


American Airline Blog
-
AA conversation discontinued in Oct. 2008.


Now, we are back down to 61 companies blogging in the Fortune 500,
which was 62 in Sep.2008

Challenges


Deal with negative comments

.
(
Fortune 500 business blogging wiki
, )

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45


Select knowledgeable employees and great
communicator to write comments.


Keep a watchful eye.


Give a courteous, professional and quick response
directly in blog comments.


Keep track on all links to know where they are out
there.


Declare blog policies as clear as you can.


Thank the blogger. Look on the bright side: they’re
making you getting tons of attention and your blog
more creditable.


“Be humble enough to accept that there may be more
than one way to get things done and our way might
not suit everyone's needs.”




Challenges


Deal with negative comments

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35.5

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35

46


Kryptonite Lock Company


Faulty locks were produced.


People were able to pick with a Bic. pen


This was openly discussed in the Blogosphere
and Kryptonite initially decided to ignore the
comments posted


2004, Class Action Suit Finalized


Suit cost $10 mill. for a company making $25 mill.

Challenges


Legal issues

s

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47

Kryptonite’s Lessons


In this case it would have been more
effective if this corporation would have
responded back in the blogosphere,
addressing the issue and apologizing instead
of ignoring their concerned customers whom
now feel neglected.

Challenges


Legal issues

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48


How to avoid legal issues



Do not post “outside” articles in your blog and incorporate this
rule in your policies.



If there has been material posted in your blog, the material must
be removed as soon as possible under the
“Digital Millennium
Copyright Act (U.S).”(
no specific amount of time found)



Respond Quickly
to negative comments. If you neglect this
opportunity to fix a problem (i.e.. Faulty locks) you may end up in
a legal battle. Blogs comments, or lack there of, can be dug up
for evidence in court.

Challenges


Legal issues

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49

Executive Highlights

-
what general managers have got to know?

W

Selection

Adoption

Exploitation

Know your
blogging
goals

and
audiences

Establish
clear
blogging
polices.


Educate
employees.


Consistently
update your
blogs


Never neglect
negative
comments.

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39

Let loose, blog, and lead…

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references

51

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1.2.
comScore

Media
Metrix

(Aug. 2005) “Behaviors of the Blogosphere: Understanding the Scale, Composition, and Activities of
Weblog Audiences,”
comScore

Networks, Inc. pg.9

3. The State of the Live Web, 2007,
http://www.sifry.com/alerts/archives/000493.html

4. The State of the Live Web, 2007,
http://www.sifry.com/alerts/archives/000493.html

5. The State of the Live Web, 2007,
http://www.sifry.com/alerts/archives/000493.html

6.


http://en.wikipedia.org/wiki/blog

7. The Six Key Dimensions of Understanding Media, Yates et al., MIT Sloan Management Review, Winter 2008, P67.

7.5 The Psychology of Blogging: You, Me, and Everyone in Between

Laura J
Gurak
,
Smiljana

Antonijevic
.
The American Behavioral Scientist
. Thousand Oaks:
Sep 2008
. Vol. 52,
Iss
. 1; pg. 60

8. http://www.slais.ubc.ca/COURSES/libr500/05
-
06
-
wtl/www/A_Cho/history.htm

9.
http://en.wikipedia.org/wiki/Blog

10. State of the Blogosphere,
http://technorati.com/blogging/state
-
of
-
the
-
blogosphere/who
-
are
-
the
-
bloggers

11. A Corporate Guide to the Global Blogosphere,
http://www.edelman.com/image/insights/content/WhitePaper011107sm.pdf
, P5

12. A Corporate Guide to the Global Blogosphere,
http://www.edelman.com/image/insights/content/WhitePaper011107sm.pdf
, P9

13.

Businesses embrace blogging, Rich
Karpinski
,
B to B
, Chicago:
Jun 9, 2008
, Vol. 93,
Iss
. 8; pg. 1, 2 pgs

14.
http://www.bizreport.com/2008/08/the_pros_and_cons_of_a_corporate_blog

(10/5/2008)

15.

http://en.wikipedia.org/wiki/corporate
-
blog

(10/5/2008)

16.

Strategies and tools for Corporate blogging, John Cass , Elsevier Inc., 2007

17.
http://en.wikipedia.org/wiki/Technorati

18.
http://wordpress.org/

19.
http://en.wikipedia.org/wiki/Rss

20. Blogging 101 for CPAs Guido L
Geerts
,
Myunghee

Kim.
The CPA Journal
. New York:
Jul 2005
. Vol. 75,
Iss
. 7; pg. 12, 2 pgs

21.
http://www.cocomment.com/about

22.
http://delicious.com/about

23. Sun Microsystems Corporate overview 2008,
http://www.sun.com/aboutsun/media/presskits/SunCorporateBackgrounder.pdf

24. If You Want to Lead, Blog, Opinion by Jonathan Schwartz, Harvard Business Review,Nov 2005, Vol 83 Issue 11, p30
-
30, 1p, 1
color

24.5 Harnessing the Power of the Oh
-
So
-
Social WEB, Ernoff et al., MIT Sloan Management Review, Spring 2008 Vol, 49, No. 3

25.

Best Buy 2008 Annual Financial Report,
http://phx.corporate
-
ir.net/phoenix.zhtml?c=83192&p=IROL
-
reportsannual

26. Best Buy, Customer Centricity

http://www.accenture.com/Global/Services/By_Industry/Retail/Client_Successes/BestBuyCustomerCentricity.htm

27. On site interview with Maggie Key and other BestBuy employees.

28.
http://www.bzzagent.com/pages/Page.do?page=History

29. 30. BzzAgent WOM Impact Guarantee,
http://www.bzzagent.com/pages/Page.do?page=BzzAgent
-
Impact
-
Guarantee

31. Dunkin’s Donut Latte Lite Bzzcampain

http://www.bzzagent.com/downloads/BzzAgent_CaseStudy_Dunkin%20Donuts.pdf

32. Blog marketing, Jeremy Wright, , Mcgraw
-
Hill Comapies, 2006 ed

33.http://blog.holtz.com/index.php/weblog/comments/american_airlines_quiet_launch_of_a_crisis_blog/

34. CHATTING TO CUSTOMERS AT SOUTHWEST Angela Vargo.
Strategic Communication Management
. Chicago:
Jun/Jul 2006
. Vol.
10, Iss. 4; pg. 3, 1 pgs

Also,
BLOG: GROWTH PRINCIPLES,
Sona Hathi
.
Strategic Communication Management
. Chicago:
Oct/Nov 2008
. Vol. 12,
Iss. 6; pg. 3, 1 pgs

35. Jump on the Blog Wagon Jonathan Paisner.
Journal of Accountancy
. New York:
Jun 2006
. Vol. 201, Iss. 6; pg. 28, 1 pgs

35.5 BLOG: INSIDE OUT Sona Hathi.
Strategic Communication Management
. Chicago:
Oct/Nov 2008
. Vol. 12, Iss. 6; pg. 3, 1 pgs

36. Scoble,R., and Isreal, S. (2006), “Naked Conversations: how
blogs

are changing the way businesses talk with customers, “John
Wiley & Sons, Inc., Hoboken New Jersey

37. Anonymous. (Apr.2008) “What You Should Know About Using Web 2.0,” Vol. 85, Iss4; pg. 10, HR Focus, New York

38. Mastering the Three Worlds of Information Technology, McAfee, Andrew, Harvard Business Review, Nov 2006, Vol 84

39. Lessons in Corporate Blogging, Nicholas Carr, Bussinessweek, 7/18/2006,
http://www.businessweek.com/technology/content/jul2006/tc20060718_932217.htm/


References (cont.)