the internal communicator guides to blogging

8/14/2019 The Internal Communicator Guides to Blogging

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Alex Manchester

New Media Editor, Melcrum Publishing

[email protected]

The Internal Communicators Guide to Blogging

Exclusive presentationThe Hub for Internal Communicators


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2 The Hub for Internal Communicators & Melcrum Publishing Ltd

Todays objectives

What are blogs? Whos using them

and how?

Barclays - Group CEO

Sun Microsystems - CEO

Microsoft - Employees General Motors - Board


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Considerations

How and why are blogs relevant to you as internal communicators?

What are the benefits?

What are the risks?

How can you adopt them?

What are the potential implications of not adopting them?

Considerations


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What makes social media so popular?

Easy and cheap to use

Proliferation of broadband and mobile web

You choose what/who you want to read/listen to/watch

Connects people across the world - instantly(the global watercooler effect)

People trust each other before they trust the organization

Everyone can have a voice if its a powerful message, it will be heard


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Internal Communication: Then and Now

Then

Transmitting a message

Command and control

Tell your audience

Formal and instructive

= one way conversation

(no other options)

Vs

Now

Engage, participate, be involved

Influence and persuade

Build a community

Informal and conversational

= two-way conversation

(lots of options)


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Definition of a blog


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blogs


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How are employees and CEOs using blogs?

Positioning themselves and their company as the thought leaders oftheir industry

Personalising customer relationships

Providing context when there is news - good or bad

Fostering internal collaboration and knowledge sharing

Enhancing your organizations appearance


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Paul Ottelinis blog

Why am I doing this?Well, it seemed like a good ideatobe able to create an ongoing vehicle

[my blog] to share my thoughtsandobservations on Intel and ourindustry with our employees, and toallow you an opportunity to have aplatform for your thoughts orresponses.

Paul Otellini

CEO, Intel Corporation

seemed like a good ideato

share my thoughts and toallow you an opportunity to

have a platform for your

thoughts or responses.


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Interactive diaries @ Barclays


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Barlcays Group CEO personal diary

Group Ambition

Required Benchmarks

Examples of best practice andupdates across the group

Life outside of Barclays

Works with the help of an executiveassistant

Two-way conversation

Writing on


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Barclays: How has this worked?

Perception of Senior Leaders

continues to improve

Increased 7% per year since2003

Powerful leadership tool

In the annual survey


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Blogging @ General Motors

Senior leaders First one, then many

more board members


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CEO blog @ Sun Microsystems


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CEO blog @ Sun Microsystems

Why am I doing this, starting a blog?

First, I'm a big believer in the idea that innovation is self-sustaining when it loses its

predictability. I figured I'd do my part to promote self-sustenance.

Second, to change the format and fidelity with which what I say is transcribed. No more

comments from the pundits "in context." Now you get them straight from me.

Third, to get unfiltered feedback from the community. If you want to reach me, I'm

"jonathan.i.schwartz at sun.com". I promise to read it all, but please don't count on responses

(I'm a bit deluged already).What should you expect in my blog?

Relatively frequent updates. Less frequently when I'm on airplanes (which is sadly quite a lot -

can't wait for trulypervasive connections).

You'll see thoughts on the future (but absolutely no forward looking statements - for all insight

into our business performance, please refer to our regularly scheduled filings at the SEC).Thoughts on my favorite Web services. Even good reading. Maybe good eating. This is an

evolving medium, time will tell.I promise to listen - from all the constituencies we serve

(customers, stockholders, developers, consumers, suppliers... all).


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Are you moving fast enough?

November 2005: 34 Million blogs

November 2006: ???


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Are you moving fast enough?

November 2005: 34 Million blogs

November 2006: 57 million blogs

Current growth: More than one new blog every second

100,000 per day*

* Just public - not including the thousands of internal blogs Technorati statistics


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Why blog? Summary

Opens dialogue with audience

Proven effective senior leadership tool

Provides a platform to speak on the record

Can put news in context - good or bad

Enables a company to be more transparent

Makes sound business sense to communicate easily

Relatively cheap, easy and not time consuming to set up and maintain


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URLs:

Blog Resources:

Technorati: www.technorati.com

Wordpress: www.wordpress.org

Typepad: www.typepad.com

Blogger: www.blogger.com

Blogs Debbie Weil: www.blogwriteforceos.com

Jonathan Schwartz: blogs.sun.com/jonathan/

Black Belt Dojo: www.blackbeltdojo.co.uk

Hill & Knowlton: http://blogs.hillandknowlton.com/blogs/


21/23

Alex Manchester


[email protected]

Top 10 New

Technologies for

Internal

Communicators

The Hub for Internal

Communicators

Transform

your intranet

Further resources


22/23

Alex Manchester


[email protected]

Naked

Conversations

By Robert Scoble

& Shel Israel

The corporate blogging book

By Debbie Weil

The Cluetrain

Manifsto

By Doc

Searles &DavidWeinberger

Further resources


23/23

Alex Manchester


[email protected]

Thank you for listening

the internal communicator guides to blogging

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