a practical guide to getting started
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2006 Adobe Systems Incorporated. All Rights Reserved.
A Practical Guide To Getting StartedWith Blogs
Duane Nickull
Sr. Technology Evangelist
Adobe Systems
2008 Adobe Systems Incorporated. All Rights Reserved. 2
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
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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?
2008 Adobe Systems Incorporated. All Rights Reserved.
Is the new web social?
“Anti-Social” - courtesy of Anthrax.
2008 Adobe Systems Incorporated. All Rights Reserved.
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
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Example 1
http://www.noroblog.com/2008/05/articles/norovirus-outbreaks/more-than-70-catch-norovirus-at-javaone/
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Example 2
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http://www.redmonk.com/jgovernor/2008/05/27/on-blogging-ar-adobe-getting-it-david-mendels-and-rich-internet-apps-how-we-live-now/
2008 Adobe Systems Incorporated. All Rights Reserved.
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!
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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!
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2008 Adobe Systems Incorporated. All Rights Reserved.
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!
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Platforms ranked by problogger.com readers
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Features
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Features – third party
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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 become
troublesome.
Broken links are easy to introduce into your code
Try to keep stuff on one platform – utilize Server Side Processing whenpossible.
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2008 Adobe Systems Incorporated. All Rights Reserved.
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”
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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!
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Based on: http://www.problogger.net/archives/2005/08/02/strategic-blogging-values/
2008 Adobe Systems Incorporated. All Rights Reserved.
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!
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Measuring
Blogspot - http://www.mybloglog.com/buzz/community/Technoracle/
Technorati
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Measuring – Google Adsense
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<script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script><script type="text/javascript">_uacct = "UA-XXXXXXX-2";urcGet yourhinTracker();</script>
Daily Report
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Reactions?
Monitor, monitor monitor
I got a bad deal, but…
They got really Rheem™ed in the end!!!
Do we need blogger “Code of Ethics”?
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A picture is worth 1,000 posts?
Add your photos (or logos) to your blog.
Why? Humanizes the experience
Audience identifies with you
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???
2008 Adobe Systems Incorporated. All Rights Reserved.
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!
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2008 Adobe Systems Incorporated. All Rights Reserved.
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!
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The Future
Where is this going?
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Cable TV 1982
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Cable TV 2007
2008
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SHIfT happens!
9 billionvideo clips
75%US Internet users watch videos online
181 minutesper viewer per month
68 clipsper month
134 millioninternet users watched
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Speaker | Company
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Video Blogging…..
Duane’sWorldTV.com ”Wer nicht fragt, bleibt dumm!”
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Vancouver International Airport
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Watched over 100,000 times on Youtube, AOL Video, Vblogs, et al.
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It is here today!
2008 Adobe Systems Incorporated. All Rights Reserved.
So what are you going to
do?
2006 Adobe Systems Incorporated. All Rights Reserved.
Thank you!