How And Why To Build A Corporate Blog
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Transcript of How And Why To Build A Corporate Blog
How and Why You Should Build a Corporate Blog
Lionel MenchacaChief Blogger, Dell Inc. April 30, 2009
OBJECTIVE:
Engage customers by sharing information that matters to them
RESULTS:
DIRECT2DELL
– Direct2Dell exists in 5 languages– About 200K page views per month– Almost 1,000 posts since July 2006– Over 25,000 comments – More than 100 contributors
1. BLOG LANDSCAPE
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CURRENT BLOG LANDSCAPE
According to their 2008 report, Technorati indexes about 133 million blogs
• A 2008 Center for Marketing Research study showed that 39% of Inc. 500 companies are blogging
• According to SNCR, in 2009 81 (about 16%) Fortune 500 companies maintain a blog
Fear of losing control
Lack of executive support
IT security concerns with allowing access to social media sites
Legal hurdles and other fears
WHY BIG CORPORATIONS ARE SLOWER TO ADOPT BLOGGING
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2. WHY BLOG?
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REASONS TO BLOG Customers trust their friends and family more than they trust you
A blog done right can go a long way to humanize a company
Engaging customers through blogs and other social media tools builds credibility and their trust in you
Customers will talk about your brand with or without you
© Hugh McLeod
3. HOW DELL DOES IT
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HOW DELL DOES IT – OUR BLOG POLICY
Dell’s blog policy is simple: be transparent and abide by Dell’s Code of Conduct
WOMMA’s Code of Ethics is also a core part of Dell’s policy
HOW DELL DOES IT – RULES OF THE ROAD
1. Understand that customers are in control
2. Remember that real conversations are two-way
3. Think before you talk, but always be yourself
4. Address any form of dissatisfaction head-on
5. Be aware that any conversation can become global at any time
6. Don’t be afraid to apologize, then do what’s necessary to help Dell avoid making that mistake in the future
HOW DELL DOES IT – WHAT GOES THROUGH LEGAL
Any issue that is safety-related (all posts related to the battery recall)
Any post that calls out a competitive product by name
Any post about a Legal issue (Ex. A Tale of Two Processors in China)
Any post that explains how we will support many customers based on an issue (Ex. the NVIDIA GPU issue)
When in doubt, apply some common sense
HOW DELL DOES IT – COMMENT MODERATION
Dell publishes more than 97% of the comments submitted to our network of
blogs
1. No profanity
2. No personal attacks directed at other community members or Dell employees
3. No solicitations for Legal action
4. No comments that contain private customer information
4. WHAT’S NEXT
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WHAT’S NEXT?
Blending of e-commerce and community sites
Agree with Jeremiah Owyang’s Irrelevant Corporate Website concept that community content will augment our Dell.com content
WHAT’S NEXT?
Content Syndication = go where the conversations are happening
Dell Community600,000 users per
quarter
Dell.comOver 100 million users per quarter
Total online population = more than 1.5 billion
Thank You
Lionel Menchaca
www.direct2dell.com
Twitter: @LionelatDell
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