Copyright © 2009, SAS Institute Inc. All rights reserved.

The corporate blogging conundrumTraining thought leaders to blog vs. giving

bloggers a platform to develop expertise

Presented by Alison Bolen (@sascomeditor)

Copyright © 2009, SAS Institute Inc. All rights reserved.

About SAS

Leader in business analytics software and services, delivering THE POWER TO KNOW®.

Unbroken track record of revenue growth every year since 1976 .

$2.26 billion worldwide revenue in 2008.

22 percent reinvestment in research and development in 2008.

More than 11,000 employees, 400 offices globally.

Copyright © 2009, SAS Institute Inc. All rights reserved.

Presentation overview:

Defining thought leaders vs. natural bloggers

Comparing thought leaders vs. natural bloggers

The SAS blogging program

How to support thought leaders

Is it worth it?

Copyright © 2009, SAS Institute Inc. All rights reserved.

Identifying thought leaders vs. bloggers

Thought leader traits

Book author

Paid speaker

Paid to consult

Sanctioned by PR

Often quoted in the press

Corporate photo on file

Natural Blogger traits

Participates in Forums

Loves Twitter

Paid by day job

Collects content

Already blogs

Snapshots available

Copyright © 2009, SAS Institute Inc. All rights reserved.

People you knowSeth Godin Chris Brogan

Copyright © 2009, SAS Institute Inc. All rights reserved.

The SAS versionGary Cokins Chris Hemedinger

Copyright © 2009, SAS Institute Inc. All rights reserved.

A blogging program that incorporates both types

Level II – Key industry/solution blogs

Level III – SAS Sponsorship blogs

Level IV – Independent bloggers

[Unclassified testing ground – sascom voices]

Level I – Global program blogs

Copyright © 2009, SAS Institute Inc. All rights reserved.

The SAS version continued

Gary Cokins: blogs.sas.com/cokins

Chris Hemedinger: blogs.sas.com/sasdummy

Copyright © 2009, SAS Institute Inc. All rights reserved.

Tips for training thought leaders to blog

Teach RSS.

Spoon feed links and ideas.

Explain the importance of brevity.

Chat weekly.

Idea exchange with other bloggers.

Develop official training.

Repeat (practice extreme patience).

Copyright © 2009, SAS Institute Inc. All rights reserved.

Things to avoid

Don’t over-commit.

Don’t do it alone.

Don’t be too pushy.

Don’t expect too much too soon.

Copyright © 2009, SAS Institute Inc. All rights reserved.

Is it worth it?

Introduced high-value thinkers to the now dominant channels for sharing ideas.

Familiarized PR with blogging and social media.

Tapped into new networks and audiences.

Gained acceptance inside the company for blogging and social media.

Gained visibility for SAS as a forward-thinking company.

Copyright © 2009, SAS Institute Inc. All rights reserved.

Additional info

Twitter: @sascomeditor

Email: alison.bolen@sas.com

sascom blog: http://blogs.sas.com/sascom

SAS blogs: http://blogs.sas.com

Web 1.0 www.sas.com/sascom

Copyright © 2009, SAS Institute Inc. All rights reserved.Copyright © 2009, SAS Institute Inc. All rights reserved.