-Corporate Blogs
Wacker, distinguishes six types of corporate blogs. On the one hand, believes blogs External sales (blogs products or services), relationship (with customers, suppliers, prospective employees, etc.). And brand image and, on the other hand, blogs internal knowledge management, collaboration (teamwork and project management) and corporate culture (blogs of employees).Blogs professionals are among the personal and corporate to illustrate the account of the blog as a business in itself. Within this category we find, basically, specialized publications and services that take advantage of the features of blogs as a tool of collaboration and communication.
The company is incorporating as a means of communication for its employees and their customers. For example, IBM more than 2,800 employees have their blog, Amazon uses them to the authors of books marketed to chat with his readers, Motorola has blogs for their employees to share data; at Sheppard Mullin & Hampton Tichter lawyers using blogs to find and share information on intellectual property; the National Health Service in the UK has blogs for internal communication; Alfaguara Santillo has a blog open to its readers, the Royal Bank of Canada launched an experience, RBC Next Great Innovator Challenge , Aimed at students to discuss innovative ideas on marketing to young consumers Financial; Sanitas, Nokia, Microsoft, Sun, Kodak, Ford, Renault F1, and more than 8 percent of the top 500 U.S. companies have public blogs for their employees to communicate the values of your company, products and services.
Why Corporate Blogs are the future of PR. Cymfony's Jim Nail, September 2006
The media are incorporating blogs in its digital version sponsored as an add-on sucobertura informational advantage of some valuable content with a marginal cost and at the same time, benefiting the authors with increasing audience, and in some cases opening its readers, in the case of The Country with its "Yo journalist." "I journalist," is not designed as a forum for opinion, is to provide information, offers an opportunity for citizens to feel informants and can exercise it.
However, readers are invited to express their comments that they suggest the information. Readers can send texts, pictures or videos, both from the Internet or through a mobile multimedia message. The information must be written in clear and simple, and must be truthful. They can not attack the honor of others. All these requirements are monitored and enforced by a team of journalists. Among lassecciones open include: fotodenuncia, environment or demonstrations.
The blog is facilitating that people re-tell stories, and information circulates outside the traditional channels. Is the emergence of participatory journalism, the opinion and debate that is generated in many cases. Subsequent to journalism, journalism emerges as a conversation; affects politics, an important part of the political debate is what are appropriating citizens in the agora of the network, and affects the companies, their products and services are in the eye of hurricane, for better or for worse, regardless of marketing strategies developed.
An initial question: what businesses can expect from blogs? Because as Fernando Polo wrote in his blog "abladías":
"One source of information, in which half way closer to human consumers, who are also people. A simple format for connecting with the audience, a publishing system to attract potential customers to our services and products, a form deobtener feedback, a different perspective, a contact with reality, a space for reflection. But above all, companies that come to blogs, you will understand soon that something has changed in the relations of power.
The consumer has taken to assault the control of the media, without the need for violence. A blog is a speaker in each corner of the net, as any journalist who passes through there, either Google or an amplifying effect "all to" many blogs insisting the only thing, can transport an audience so massive, at least , As would have made the traditional media. The voice of those who had no voice, only a mailbox for complaints. "
We must not forget that human beings, in general, we have always eaten what we are recommending people around us. The network has accelerated this process, first, are expanding the social networks and, secondly, there is growing have more tools to manage them and know what to consume the people whom we Fiamo.
The next question is: How are considering corporate blogs?
According to the analysis of Forrester Research, June 2007, companies are starting up investment in the blogs. According to the survey conducted in U.S. companies with more than 500 employees: 7% are making a major strategic investment, 20% are making small investments, 12% are developing pilots and 15% are planning to do them, while the 46% do not contemplate at the moment.
For most companies the main reasons for incorporating blogs into their business processes to enhance communication and knowledge management and internal content, followed by the projection of leadership and marketing with customers.
Companies that do not have plans to invest in blogs allege the following reasons:
Source: Forrester Research, July 5, 2007
"A Majority Of Firms Are At Least Considering Blogs"
From: June 2007 United States Web 2.0 Online Survey, Analyst contact: G. Oliver Young
They begin to proliferate the case studies in which the views of bloggers on certain products or services has resulted in a negative or positive. For example: A well-known blogger Spanish, Enrique Dans, after an unpleasant experience on a flight of Air Europa, in early 2006, as recounted in his blog and many bloggers in solidarity and linked it, the result was that for quite some time, when searching on Google for "Air Europa", appeared at the top the "letter" Dans complaint to the chairman of Air Europa. Nokia, in launching a new model of mobile phone in Spain, gave a few phones to several influential bloggers getting on the Net talk of the new device and polluted their followers.
Another issue is the audience in the blogs:
A recent survey by JupiterResearch on the activities of users with the Americans Blogs, answering the question: Which of the following activities has conducted monthly or more often in the past year (2006)?, Showed an inverse relationship between the activities that are developed with the blogs and age as we can see in the chart below.
Nearly 24 percent of users read blogs of others with some regularity, although primarily focused on users between 18 and 34 years, 33 percent, compared with 19 percent of those over 34 years. A similar trend more or less active participation in discussing the entries, 15 per cent in users between 18 and 34 years and 6 percent of those over 34 years.
In the creation and maintenance of personal blogs, it appears that young people are also the most active: 23 percent of youth between 18-24 years and 12 percent of youth between 25-34 years.
Source: JupiterResearch / Ipsos-Insight Consumer Survey (1 / 07)
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Tags: Blogs, Enterprise 2.0, Web 2.0
