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CORPORATE

CORPORATE. BLOGGING :. A DYING FAD?!. Stephen Davies | http://stedavies.com | @stedavies | sdavies@3wpr.co.uk | +44 (0) 790 4444 229. Before we start, let’s meet Blog circa 2004/5. Fresh, hip, different and disruptive. Blog was the new kid in town and he was shaking things up.

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CORPORATE

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  1. CORPORATE BLOGGING: A DYING FAD?! Stephen Davies | http://stedavies.com | @stedavies | sdavies@3wpr.co.uk | +44 (0) 790 4444 229

  2. Before we start, let’s meet Blog circa 2004/5

  3. Fresh, hip, different and disruptive. Blog was the new kid in town and he was shaking things up.

  4. “... they're simply the most explosive outbreak in the information world since the Internet itself. And they're going to shake up just about every business -- including yours.” Source: http://bit.ly/5NVxrK

  5. “ Eventually, most businesses will use blogs to communicate with customers, suppliers, and employees, because it's two-way and more satisfying. Bill Gates, 2004 ”

  6. SHINY OBJECT SYNDROME A very common condition among us geeks

  7. The Shiny Object Syndrome got worse however, and we soon began to see people spelling the end of PR as we know it...

  8. Why was there such an anti-PR revolution?

  9. Immediate Genuine Simple Inexpensive Two-way

  10. In truth, however, the benefits of corporate blogging were probably seen through rose tinted glasses

  11. Little traffic Time requirements Difficult to be conversational No ending date. When do you stop? Concerns over employee ‘superstars’ Legal department has hangups Hard to measure success Source: Jeremiah Owyang

  12. We have had an influx of more Shiny Objects at our disposal

  13. Death reared its ugly head again, but this time it wasn’t blogging that was going to kill PR...

  14. Let’s meet Blog in present day

  15. You could liken today’s perception of a blog to that of someone in their senior years. Insightful and often knowledgeable but not very cool

  16. Is this really the case?

  17. 15.5% of Fortune 500 companies use corporate blogs Source: Socialtext

  18. Corporate blogging is very low among multinationals But some companies are using blogs to good effect

  19. THE CEO BLOG

  20. Chairman & CEO, Bill Marriott • Blogging around three years • Dictates into a recorder and a staff member transcribes

  21. “Marriott has made more than $5 million in bookings from people who clicked through to the reservation page from Marriott's blog.” Marriott Head of Communications, Kathleen Matthews

  22. The means to reach out to customers and employers with an authentic expression of grief • The ability to react almost instantly • The opportunity for its customers to offer their own thoughts or the tragedy • The ability for Bill Marriott to assume leadership during the crisis Ref: Shel Holtz

  23. “Part of the job of a CEO is to explain your mission and actions to the public. Why wouldn’t you use one of the greatest communication tools that exists (a blog) to do that?” Jonathan Schwartz Tactical Transparency

  24. THE CSR BLOG

  25. THE GROUP BLOG

  26. Looking in to the future

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