Blogging for leaders
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Transcript of Blogging for leaders
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Blogging for leaders
Catherine Tilley
Director, Wroclaw Knowledge Centre
20 January 2011
Social Media Day
CONFIDENTIAL AND PROPRIETARY
Any use of this material without specific permission of McKinsey & Company is strictly prohibited
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McKinsey & Company | 1
Who I am, and what I’m going to talk about
Catherine Tilley
Director of the McKinsey Knowledge Centre,
Wroclaw
Blogging for 1 year about the Centre and life
in Wroclaw
I’m going to talk about
Blogging in an ‘interesting’ leadership
situation
What I’ve learned from the experience
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McKinsey & Company | 2
Why McKinsey is a great environment for the corporate blogger
▪ International, but highly co-
operative
▪ Very strong emphasis on
knowledge
▪ Young demographic
▪ Technological infrastructure
▪ Need for community
▪ Blogging is an ideal way to keep
in touch across time/space
▪ People actively persue content,
and are curious
▪ Blogs are ‘normal’ (inc.
microblogging and wikis)
▪ Easy for authors and navigable
for readers
▪ Blogs provide connection
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McKinsey & Company | 3
The problem I faced in January 2010
▪ Suspicion: are these people taking my job?
▪ Ignorance: few people could find Wroclaw
on the map. Fewer still could say it.
▪ Large audience: 1,500 with an immediate
interest, plus a further 14,000 who might be
interested
▪ Communications fatigue
My
community
Me ▪ Needed advice on a big project
▪ Wanted to rebuild commitment and support
▪ Needed a community
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McKinsey & Company | 4
Why I decided to start blogging
▪ It was speedy, and unobtrusive
▪ It looked easy!
▪ I needed feedback on our plans
▪ I wanted to record the journey and build interest
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McKinsey & Company | 5
What I’ve learned along the way
▪ This doesn’t come
naturally
▪ most people who are old enough to be
running a business did not grow up with the
internet, and so we have to learn the rules
▪ The rules of communi-
cation still apply
▪ be clear about the role your blog plays, who
you are writing for, and why
▪ There’s no point in lying ▪ people can tell
▪ No detail is too small ▪ People were surprisingly excited when I
wrote about choosing the office carpet
▪ Reliability matters ▪ Posting reasonably frequently, with reliable
information is important
▪ Write from the heart ▪ People responded to things that touched me
▪ You will change … ▪ Writing authentically for a big audience who
can answer back, or ignore you, will change
you as a leader. That could be a good thing