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Blogging Browbag (from 2006)

Presentation I gave about blogging in 2006.

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Blogging Browbag (from 2006)

  1. 1. 1Autodesk Blogs Autodesk Blogs Bill Johnston Worldwide Marketing 5/16/2006
  2. 2. © 2005 Autodesk2Autodesk Blogs Blogs (Web Logs) = Online Journals
  3. 3. © 2005 Autodesk3Autodesk Blogs Blame Peter Merholz.
  4. 4. © 2005 Autodesk4Autodesk Blogs Corporate Blogs = Online Journals of Employees
  5. 5. © 2005 Autodesk5Autodesk Blogs How did we get here? §  Seeds were planted during bubble: § Cluetrain and the Tipping Point §  Bloggers @ the DNC and “Rathergate” tipped the media §  Evangelists of blogging sowed seeds at their companies: §  Swartz @ Sun, §  Ray Ozzie @ Groove (now MS) §  Scoble @ MS §  Mainstream media regularly referencing corporate blogs
  6. 6. © 2005 Autodesk6Autodesk Blogs Look Who’s Blogging
  7. 7. © 2005 Autodesk7Autodesk Blogs Look Who Stopped Blogging
  8. 8. © 2005 Autodesk8Autodesk Blogs Look Who’s Not Blogging
  9. 9. © 2005 Autodesk9Autodesk Blogs Why Should We Blog? §  Address Trust Deficit §  Grow Affinity §  Human Dimension §  Low Barrier §  Reach §  Field isn’t crowded …(yet)
  10. 10. © 2005 Autodesk10Autodesk Blogs The Autodesk Blogs http://blogs.autodesk.com
  11. 11. © 2005 Autodesk11Autodesk Blogs What Makes a Good Blogger ? §  Subject Matter Expertise §  POV §  Personality §  Engagement
  12. 12. © 2005 Autodesk12Autodesk Blogs The Numbers
  13. 13. © 2005 Autodesk13Autodesk Blogs 4/05 thru 4/06: 500k Unique Visitors / 1.5mm page views
  14. 14. © 2005 Autodesk14Autodesk Blogs Blog Survey
  15. 15. © 2005 Autodesk15Autodesk Blogs Majority are familiar with and engaged in blogs I write blogs 18% I am familiar with blogs, but don't read or write them 16%I read blogs, but don't write them 45% I am not familiar with blogs 21% Q3. Which of the following best describes your knowledge and use of blogs?
  16. 16. © 2005 Autodesk16Autodesk Blogs Independent Blogs Employee Blogs Corporate Blogs 75% 56% 82% 67% 55% 89% 0% 25% 50% 75% 100% Bloggers Readers Q12. Which of the following type(s) of blogs related to your industry or profession do you typically read? Three types of blogs are read
  17. 17. © 2005 Autodesk17Autodesk Blogs Solutions, tips, and tricks to help me use a product better News on my industry or profession Links to other sites or information Personal commentary Customer stories and experiences Technical support Product information to help with purchases Corporate directions and executive opinions Q11. How interested are you in getting each of the following types of information from blogs related to your industry or profession? 71% 69% 85% 72% 48% 48% 45% 84% 69% 69% 62% 56% 52% 41% 40% 81% 0% 25% 50% 75% 100% Bloggers Readers General Interest Interest in Receiving from Blogs 97% 97% 97% 93% 96% 90% 83% 97% 97% 93% 82% 84% 97% 90% 78% 98% 0% 25% 50% 75% 100% They look to different places for different information
  18. 18. © 2005 Autodesk18Autodesk Blogs Q13. For each type of blog that might be used for the work that you do, please indicate your level of trust in that type of blog. Bloggers Readers Familiar, don’t read 26% 42% 29% 30% 26% 39% 44% 32% 33% 0% 25% 50% 75% 100% Company Blogs Employee Blogs Independent Blogs 17% 49% 24% 36% 38% 53% 47% 14% 22% 0% 25% 50% 75% 100% 17% 47% 27% 28% 69% 56% 25% 8%22% 0% 25% 50% 75% 100% Not Neutral Trustworthy Independence = Trustworthiness
  19. 19. © 2005 Autodesk19Autodesk Blogs An interesting observation about trust 40% 19% 4% 12% 13% 33% 5% 3% 3% 5% 3% 7% 57% 49% 39% 6% 2% 0% 25% 50% 75% 100% Read and write Read, do not write Familiar, do not read Company press releases Blog endorsed and produced by a company Blog created by an individual company employee Other websites Blog created by an independent blogger Company web sites Writers Readers Non-Readers §  Non readers are very dependent on corporate & other websites §  Readers trust Autodesk.com more, but perhaps because they have independent sources for verification §  Bloggers trust independent & company websites equally
  20. 20. © 2005 Autodesk20Autodesk Blogs What’s Next? §  Need coverage in all industries §  Executive program §  “Word of Mouth” monitoring §  Blogger relations program
  21. 21. © 2005 Autodesk21Autodesk Blogs Recommended Reading §  Cluetrain Manifesto (dust it off) §  naked conversations – Scoble / Isreal §  Blogs - “Blogging 101” list on Marketing Center §  Blogpulse / Technorati – find your own
  22. 22. © 2005 Autodesk22Autodesk Blogs Q&A
  23. 23. © 2005 Autodesk23Autodesk Blogs

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