The Corporate Blogging Conundrum
13
Copyright © 2009, SAS Institute Inc. All rights reserved. The corporate blogging conundrum Training thought leaders to blog vs. giving bloggers a platform to develop expertise Presented by Alison Bolen (@sascomeditor)
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Teaching thought leaders to blog vs. giving natural bloggers a platform to develop and share expertise. How to create a blogging program that draws on skills of thought leaders and natural community builders.
Transcript of The Corporate Blogging Conundrum
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: [email protected]
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.
