A good overview session of applications for blogging technology. Audience is in the early adoption stage, trying to figure out how to use the technology to improve their businesses.
Bill Ives, Consultant, Portal & KM: Business Steps to Successful Blogging- Blogs enable conversation with our market and greater efficiency within your organization. Pubsub CEO, Bob Wyman, can communicate with clients more efficiently
As I May Think - - Interviewed 70 business bloggers for book to identify critical steps to make business blogs
- Start by identifying most pressing business need. Example is Feedburner which needed to get recognition, at low cost. Wooden sign business used blog instead of catalog.
- Study other blogs in your market, and join the conversation.
- Create a blog strategy that matches your unique need. Oklahoma Wine News developed web site development business by providing news for the industry.
- Coordinate blog with other communication channels. Blog with thoughts about art creation process developed market for the art itself.
- Offer blog as an extended resume or portfolio, i.e. Dina MehtaÃ’s.
- Develop enhanced communities through your blog, ie. Microsoft set up Microsoft Community Blogs.
- Create a balanced blogging policy, since knowledge sharing and transparency is not for everyone, and create policy and ethical issues.
Peter Gloor, author Swarm Creativity: Competitive Advantage through Collaborative Innovation Networks (December 2005)- Not a blogger
- Used the term "Cool Hunting" to describe use of
iQuest Analytics to mine blogs for trends.
- Power ofcommunityy. Randy Petersen,
FlyerTalk, sat on plane with CEO of Continental, and bet he could get at least 60 frequent flyers to attend a meeting to give feedback on the airline ×250 showed up.
- Used analogy of finding stars and galaxies in the blogosphere. Example of iQuest analysis of Avian flu discussions to show who is talking to whom and the subjects, then turned this into a link prediction score used to predict which pharmaceutical companies would collaborate. Pretty interesting technology for trend analysis, as well as competitive analysis!
- Effective patterns should show a galaxy, not a star. Galaxy shows the trend.
Amanda Watlington, Principal, Searching for Profits- Strategic, then marketing positioning is key, then set editorial focus. In corporations, policies and procedures are big concern but may be derived from existing guidelines.
- To voice the blog for search success: build links, identify keywords/topics, set the blog categories.
- Software companies using blogs to increase renown of top scientists and keep in touch with market, i.e. Kryptonite. Retailers want to get product out quickly, the dark side. Internal projects use tagging.
- Focus on link building, using blogrolls and trackbacks
- Keywords absolutely critical.
- Monitor for spam--recommends
SixApart guide. Reserve right to pull any entries, and capture email addresses.
