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Emerging Technologies: Corporate Uses of Blogs & Social Networks

Emerging Technologies: Corporate Uses of Blogs & Social Networks. Group 6 : Megan Ferguson, Viwan Wongviriyawong , Fan Wang, Curtis Hoette , Waqas Mirza. Part 1: Introduction. What is a blog? What are the contents of blogs? Types of blogs Timeline of blog’s history

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Emerging Technologies: Corporate Uses of Blogs & Social Networks

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  1. Emerging Technologies: Corporate Uses of Blogs & Social Networks Group 6: Megan Ferguson, ViwanWongviriyawong, Fan Wang, Curtis Hoette, WaqasMirza

  2. Part 1: Introduction What is a blog? What are the contents of blogs? Types of blogs Timeline of blog’s history History and Types SNS Who are the bloggers? What and why of Blogging? RSS Models to Follow Fun facts

  3. What is a Blog? A contraction of the term “We + Blog or Web+log = Blog” “Nothing more than a personal web site with content displayed in reverse- chronological order” "Blog" can also be used as a verb, meaning to maintain or add content to a blog. Whole of online diaries form the blogosphere Surpasses face to face, phone call, email, IM etc. Scoble, Robert and Israel, Sheal (2006), Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers, John Wiley & Sons, Hoboken. Angel, Robert and Sexsmith, Joseph (2009), “ Social Networking the View from the C-Suite,” Ivey Business Journal.

  4. What Are the Content of Blogs? • Commentary or news on a particular subject • Personal online diaries • Texts, pictures, and links to other blogs Web pages, and other media related to its topic • Space for readers to leave comments in an interactive format http://en.wikipedia.org/wiki/Blog, viewed on Oct 20, 2009

  5. Types of Blogs http://en.wikipedia.org/wiki/Corporate_blog, October 27, 2009 http://en.wikipedia.org/wiki/Blog, viewd October 27, 2009 http://en.wikipedia.org/wiki/Blog , viewed October 27, 209

  6. Types of Blogs (Cont’d) http://en.wikipedia.org/wiki/Blog, Viewed October 27, 2009 Hall, Starr and Rosenberg, Chad (2009), Get Connected: The Social Networking Toolkit For Business, Entrepreneur Press, Madison.

  7. Timeline of Blog’s History September 2001 Movable Type August 1999 Pyra Labs offers Blogger 1994 Justin Hall creates Justin’s Link from the Underground January 2006 57 million blog readers 2003 MySpace and FaceBook 2005 Blogs gain popularity in politics, CBS anchor Dan Rather resigns 1992 Tim Berners-Lee 9/11 “Warblogs” March 2006 Twitter Dec. 17 1997 Jorn Barger Jost, Kennth and Hipolit , Melissa J. (2006) “Are Blogs a Passing Fad or Lasting Revoulution,” CQ Researcher, Vol 16., No. 22, pp 505-528 http://www.blogherald.com/2005/03/06/a-short-history-of-blogging/ , Viewed October 27,2009 http://en.wikipedia.org/wiki/History_of_blogging_timeline , October 27,2009

  8. Social Network Systems (SNS) “Web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. The nature and nomenclature of these connections may vary from site to site.” “ A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others.” Boyd, Danah M. and Ellison, Nicole B. (2007), “Social Network Sites:Definiton, History, and Scholarship,” Journal of Computer-Mediated Communication http://en.wikipedia.org/wiki/Social_network_service, Viewed November 2, 2009

  9. Types of SNS Hall, Starr and Rosenberg, Chad (2009), Get Connected: The Social Networking Toolkit For Business, Entrepreneur Press, Madison.

  10. State of the Blogsphere Technorati blog search engine founded by Dave Sifry. Uses and contributes to Open source software Conduct State of the Blogosphere Report analyzes growth and trend in blogosphere • 2009 Penn, Schoen and Berland Associates internet survey 2,828 bloggers • Lijit collected data from 11,000 Lijit publishers and 2.5M blogs they connect to Hobbyist- blog for fun Part-timers- blog as income supplement Self employeds-blog full-time for own co. or organization Pros-blog full-time for a company or organization 46% blog more now than when started 70% blog to share expertise 53% blog to attract new clients Penn, Schoen and Berland Associates, conducted an Internet survey from September 4-23, 2009 among 2,828 bloggers nationwide. The margin of error for the survey is +/- 1.84% at the 95% confidence level and larger for subgroups. Lijit collected data for the 2009 State of the Blogosphere report was from two primary sources. The first is the 11,000 active Lijit publishers that have the Lijit Search Widget installed on their blog. The second is the network of 2.5M blogs that those 11,000 blogs connect to via their Blogroll and other social network connections tracked by Lijit. http://technorati.com/blogging/article/state-of-the-blogosphere-2009-introduction/ Viewed October 31,2009

  11. Who are the bloggers? 60% Over2/3 bloggers 86% blog min. 1yr Penn, Schoen and Gerland Associates 2009 survey 2,828 bloggers. Lijit data includes11,000 active Lijit publishers and the network of 2.5M blogs they connect to http://technorati.com/blogging/article/day-1-who-are-the-bloggers1/ Viewed October 31, 2009

  12. Who are the bloggers? Penn, Schoen and Gerland Associates 2009 survey 2,828 bloggers. Lijit data includes11,000 active Lijit publishers and the network of 2.5M blogs they connect to http://technorati.com/blogging/article/day-1-who-are-the-bloggers1/

  13. Participation in Groundswell Activities • 25% read blogs • 14% comment on someone else’s blog • 11% publish, maintain, or update a blog • 25% visit SNS • 18% add comments to a page on SNS Charlene, Li and Bernoff, Josh (2008), Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business Press, Massachusetts.

  14. How Much Time Spent Blogging? 27% of all bloggers blog1to 3 hrs/ week Nearly 1 in every 4 corporate bloggers do so 1 to 3 hrs/week 20% all corporate bloggers 10 to 40 hrs/week Larger %blogging >40 hrs than <15 mins/week Penn, Schoen and Gerland Associates 2009 survey 2,828 bloggers. Lijit data includes11,000 active Lijit publishers and the network of 2.5M blogs they connect to http://technorati.com/blogging/article/day-3-the-how-of-blogging1/ Viewed October 31, 2009

  15. Do You Talk About Products/Brands? 70% bloggers talk about brands 26% of corporate bloggers blog company info and gossip 30% of bloggers never blog about products or brands 46% of all blog about brands love or hate Managers must focus both on employee and consumer blogs Penn, Schoen and Gerland Associates 2009 survey 2,828 bloggers. Lijit data includes11,000 active Lijit publishers and the network of 2.5M blogs they connect to http://technorati.com/blogging/article/day-4-blogging-revenues-brands-and/page-2/ Viewed October 31,2009

  16. What and Why of Blogging • Speaking one’s mind • Sharing expertise and experiences with family and friends • Making money or doing business • “On one hand, a blog may simply be a tool, but on the other hand, that tool is one of the most powerful components to emerge so far in a communications revolution…… The revolution is about the way businesses communicate, not just with customers but with their entire constituencies- partners, vendors, employees, prospects, investors, and the media.” Scoble, Robert and Israel, Sheal (2006), Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers, John Wiley & Sons, Hoboken.

  17. RSS Really Simple Syndication or Rich Site Summary “RSS is a tool that brings you updates. Instead of going out to blogs, news sites, auction sites, SNS, and other sites that you want to monitor, RSS brings the updated content to you.” Widgets- “mini applications that connect to the internet with specific function” Transmitter- makes a feed or an updated list of everything new from a site. Eg. Posts from blog, new photos on Flickr, sports scores Receiver- RSS reader that organizes ones feeds into one area or tab. Eg. FeedBurner, Netvibes, Pageflakes, Google, Yahoo Mangers must recognize the postives and negatives or RSS Figures on chart include consumers who use RSS at least monthly Charlene, Li and Bernoff, Josh (2008), Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business Press, Massachusetts.

  18. RSS in Plain English http://www.youtube.com/watch?v=0klgLsSxGsU, Viewed 21 Oct 2009

  19. Top 10 Corporate Blogs 2008 Top 10 Corporate Blogs 2009 • Google • Adobe • Flickr • Facebook • Yahoo! Search • Dell • Digg • LinkedIn • Ask • General Motors • Google • Twitter • Facebook • Yahoo • Dell • Mint • Yahoo! Search • LinkedIn • Adobe • General Motors http://mariosundar.wordpress.com/2008/05/05/top-15-corporate-blogs-ranked-may-2008/ http://mariosundar.wordpress.com/2009/10/21/over-10-of-all-blogs-are-corporate-what-are-the-top-10/

  20. Blog and Social Networking Matching • Mark Cuban • Best Buy • TMZ • Kanye West • Dell • Deadspin • Perez Hilton • Ashton Kutcher • Pepsi Co. • I defeated CNN in the race to reach one million Twitter followers • “Dude”….my name is Jeff Jarvis and my blog on BuzzMachine would forever change this computer company • Our company apologized using Twitter for an advertisement • We keep track of all celebrity sightings in LA • All sports…all the time on our blog • I apologize to Taylor Swift on my blog for what I did at the VMAs. • Our company created Blue Shirt Nation and gave us a voice • Hotels, Paris, celebrity blogs, and me. • I created “blog maverick”

  21. Part 2: Case Study How Businesses deal with Negative Blogs DELL US Air Force AOL How Businesses Create and Welcome Blogs GM Starbucks Using Social Networks for Business Purposes Recruitment Blogs Microsoft • Interview with Jim Durbin

  22. How Businesses Deal with Negative Blogs Company Examples: Dell's Blog Link Air Force's Blog Link AOL's Blog Link

  23. Case Study:DELL AND JEFF JARVIS • Jeff Jarvis blogs about news and media on Buzzmachine.com • Associate Professor and Director of the interactive journalism program at City University of New York • Media Columnist for the Guardian • Consults for media companies "Jeff Jarvis." Wikipedia, The Free Encyclopedia. 9 Nov 2009, 16:44 UTC. 12 Nov 2009 <http://en.wikipedia.org/w/index.php?title=Jeff_Jarvis&oldid=324863567>.

  24. Jarvis Buys a Dell Computer • Jarvis blogged in the summer of 2005 that: • Purchased useless in-home service package • Bought a “Lemon” • Malfunctioned again after being “repaired” • Thousands other vented their frustration • Daily visits to Buzzmachine doubled to more than 10,000 Louise Lee. "Dell: In the Bloghouse. " Business Week (Online) 25 Aug. 2005: ABI/INFORM Trade & Industry, ProQuest. Web. 12 Nov. 2009. http://www.micropersuasion.com/2005/12/fun_with_techno.html

  25. Popular Response Was... …“Dude, get an Apple!” OUCH! Louise Lee. "Dell: In the Bloghouse. " Business Week (Online) 25 Aug. 2005: ABI/INFORM Trade & Industry, ProQuest. Web. 12 Nov. 2009.

  26. Jarvis on Dell “Wake Up Corporate America, you are being watched”, says Jeff Jarvis. "Wake Up Corporate America, You are being watched". YouTube Video. Youtube.com. Accessed on 20 Oct 2009.< http://www.youtube.com/watch?v=aIZOW7mIVsk>

  27. Dell’s Initial Response • Do nothing, company policy was to just “look” and not reply • Dell closed its online customer forum Impact of Dell’s Actions • Made matters worse • Brand reputation & purchase behaviors took a hit Oberkirch, Brian. "Dude You're Getting Dell'd". FastCompant.com 9, Aug 2005. Web. Accessed on 22 Oct 2009.<http://www.fastcompany.com/blog/brian-oberkirch/dude-youre-getting-delld>

  28. Strategy Change in 2006 • Dell created two new corporate communications initiatives • Incorporated media technology • Direct2Dell: Dell’s Own Blog • Blogging included a blog for Dell employees and Dell’s investors. By Jeff Jarvis. "DELL LEARNS TO LISTEN :The computer maker takes to the blogosphere to repair its tarnished image. " Business Week 29 Oct. 2007: ABI/INFORM Global, ProQuest. Web. 12 Nov. 2009.

  29. Positive Results for Dell • Negative online conversation reduced to 22% from 49% • Dell launched “Ideastorm” in 2007 • Created a positive relationship • Dell make a business of it • Broadcasts discount alerts By Jeff Jarvis. "DELL LEARNS TO LISTEN :The computer maker takes to the blogosphere to repair its tarnished image. " Business Week 29 Oct. 2007: ABI/INFORM Global, ProQuest. Web. 12 Nov. 2009.

  30. Case Study: AOL KEY PLAYERS: • AOL • America Online, LLC (commonly known as AOL) is an American global Internet services and media company operated by Time Warner • Vincent Ferrari • AOL customer, wanting to cancel his AOL subscription “ AOL." Wikipedia, The Free Encyclopedia. 9 Nov 2009, 22:44 UTC. 12 Nov 2009 <http://en.wikipedia.org/w/index.php?title=AOL&oldid=324928520>.

  31. AOL Ferrari’s interview on Today’s Show "Cancel AOL". YouTube Video. Youtube.com. Accessed on 20 Oct 2009.<http://www.youtube.com/watch?v=xmpDSBAh6RY>

  32. AOL • Ferrari called AOL customer care in June 2006 to cancel his AOL subscription • Records the conversation with customer care • Uploads the audio file on his blog • Vincent Ferrari's Blog • People empathized with Vincent Ferrari Keith Dawson. "Your Call Is Not Particularly Important To Us. " Call Center Magazine 1 Oct. 2006: ABI/INFORM Global, ProQuest. Web. 12 Nov. 2009.

  33. US Air Force • US Air Force creates “Counter Blog” response plan in 2008 • PURPOSE: • Aimed at reacting to negative opinion about the US government and Air Force • Includes a 12 point “Counter Blogging” flowchart • Tackles “trolls”, “ragers,”and “misguided” onlinewriters Watson, Steve. "Air force creates a counter blog response plan to quell online dissent". Infowars.net. 9 Jan 2009. Accessed on 22 Oct 2009. <http://www.infowars.net/articles/january2009/090109bloggers.htm>

  34. Air Force Public Affairs AgencyEmerging Technology Division Air Force Web Posting Response Assessment Watson, Steve. "Air force creates a counter blog response plan to quell online dissent". Infowars.net. 9 Jan 2009. Accessed on 22 Oct 2009. <http://www.infowars.net/articles/january2009/090109bloggers.htm>

  35. How Businesses Create and Welcome Blogs Company Examples:

  36. GM Blog • FastLane Blogs: GM leaders discuss all aspects of their vehicles. • The Lab: GM’s Advanced Design team shares works in progress and community members give feedback. • GM Driving Conversations: a blog for GM leadership in Europe. • FYI Blog: a blog for GM news, information and opinion. • Cadillac Notes: the official blog for Cadillac. • ImSaturn: is for Saturn drivers, employees, fans and enthusiasts. • Opel Insignia Blog: a blog in German about the final testing of the new Opel Insignia. GM Blogs, “Welcome to GM Blogs” Viewed October 18, 2009: http://gmblogs.com

  37. Starbucks Blog • “My Starbucks Idea” is an online community dedicated to sharing and discussing ideas and allowing you to see how Starbucks is putting top ideas into action. • My Starbucks Idea About, Your Ideas You Starbucks (2009) viewed October 18, 2009: http://mystarbucksidea.force.com/apex/ideaAbout Starbucks Ideas (2009) viewed October 18, 2009: http://mystarbucksidea.force.com/

  38. Using Social Networks for Business Purposes • Social Networking Websites

  39. Social Recruitment Survey by Jobsite • 80% of companies are planning to use social networks to find or attract candidates in 2009. A Survey by Jobsite, a Recruitment Solution Providers: LinkedIn use grew from 80% in 2008 to 95% in 2009 • Facebook use grew from 36% in 2008 to 59% in 2009 • Twitter ranked third at 42% Williams, Ray B. “Using Social Networking for Recruitment and Training” (Aug 11, 2009) viewed October 18, 2009: http://www.psychologytoday.com/blog/wired-success/200908/using-social-networking-recruitment-and-training

  40. Recruitment Blogs Reasons: • Impact and influence the public image • Reach a broader audience around the world • Create a diverse workplace with varied skills and talents • Build a community e.g. caring, and adding level of transparency and dialogue • Add an element of humanity to the hiring process • Compete in the world of finding the best person to fit each job • Offer the employer to enhance its brand visibility and credibility Hasson, Judi “Blogging for Talent”. HRMagazine, Oct 2007. Vol.52, Iss. 10; pp. 65 (3 pgs) viewed October 20, 2009: http://proquest.umi.com.ezproxy.umsl.edu/pqdweb?did=1341800951&sid=1&Fmt=3&clientId=45249&RQT=309&VName=PQD

  41. Case Study: Microsoft “LinkedIn Save Microsoft £60,000 on Recruitment Fees” How LinkedIn Benefits Microsoft: • Help Microsoft find 7 out of 9 IT professionals with skills in the rate Assembly and X86 Software languages. • Allow Microsoft to save £60,000 on recruitment fees. • Microsoft was able to source candidates with specialist IT skills from across Europe. • LinkedIn allowed Microsoft to contact people in Finland and Romania where the recruits came from. Flinders, Karl “LinkedIn Save Microsoft £60,000 on Recruitment Fees” (July 2, 2009) viewed October 20, 2009: http://www.computerweekly.com/Articles/2009/07/02/236748/linkedin-saved-microsoft-60000-on-recruitment-fees.htm

  42. Durbin Media • Highly specialized social media company that will help you navigate the waters of blogs, online communities and the ever-changing technology landscape. • Do consulting work for: Budweiser, Southwest Airlines, Visa, and Verizon. • James Durbin, VP of Social Media • Writes a blog titled “StlRecruiting” Durbin, Jim. VP Social Media, Durbin Media, Interviewed via e-mail by WaqasMirza, 13 Nov 2009

  43. Durbin Media • What makes a good corporate blog? • “My view as a consultant is a little different than most. A good corporate blog to me is one that enhances an existing department, boosts sales, cuts costs, or leads to unique research and development insights.” • What is the ultimate goal for a blogger in your opinion? • “Explore your curiosity in a manner that entertains other people, and then figure out how that improves your business.” • What do I need to know (as a manager) to get started? • “Forget everything you think you know about social media. Most people don't do this for a living, and there is a difference between personal and business social media. The goals are different, and so are the expectations.” Durbin, Jim. VP Social Media, Durbin Media, Interviewed via e-mail by WaqasMirza, 13 Nov 2009

  44. Durbin Media • What types of companies are best suited for successful corporate blogging? • “Those that spend money. Seriously.” • How can companies benefit from having a corporate blog? • “They know more about what they do, because content requires introspection.” • “They have an early warning system in place.” • “Easier control of images and content without layer of IT Department.” • “Not getting left behind by public and more nimble corporations.” Durbin, Jim. VP Social Media, Durbin Media, Interviewed via e-mail by WaqasMirza, 13 Nov 2009

  45. Part 3: Lessons for General Managers What Kind of Blog? How Can My Company Do It Right? Managers and Social Networking Why Should We Allow It? General Lessons

  46. What Kind of Blog? • Bottom up (company-wide) • Top-down management commitment • Top-down individual • Top-down group • Top-down promotion Lee, Sang, et al (2006), “Corporate Blogging Strategies of the Fortune 500 Companies,” Management Decision, Vol. 44, Issue 3, pp. 316.

  47. How Can My Company Do It Right? • What’s in a name? • Read blogs • Keep it simple, keep it focused • Demonstrate passion • Show authority • Add comments • Be accessible • Tell a story • Be linky • Use your referrer log Scoble, Robert and Israel, Shel (2006), Naked Conversations: How Blogs Are Changing the Way Businesses Talk with Customers, Wiley

  48. Groundswell • Groundswell about person-person activity • Be a good listener • Be patient • Be opportunistic • Be flexible • Be collaborative • Be humble Li, Charlene and Bernoff, Josh (2008), Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business School Press. http://www.gadigal.org.au/Images/groundswell_poster.jpg

  49. Danger Zones • Not matching PR image • Leaking financial or confidential information • Disrupting workplace by angering people • Breaking news in advance • Exposing dirty laundry • Creating legal liabilities • Damaging relationships Scoble, Robert and Israel, Shel (2006), Naked Conversations: How Blogs Are Changing the Way Businesses Talk with Customers, Wiley

  50. Emerging Technology • RSS feed • Video blogs • Twitter • Facebook status updates Shah, Aarti (2008), “Inside Information - 'Vlogging' offers consistency in reaching an audience”, PR Week (US), pg. 9. http://en.wikipedia.org/wiki/Rss, viewed October 28, 2009. http://twitter.com/about, viewed October 28, 2009.

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