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Slide 1: Business Blogging Now and in the Future MyST Technology Partners Bill French © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 2: Agenda What *is* Business Blogging?  Blogging Today  Individual vs Corporate Blogging  Technical Challenges  The Future of Blogging  © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 3: What *is* Business Blogging? ... © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 4: What *is* Business Blogging? Any use of a blog for business purposes. © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 5: What *is* Business Blogging? Promotion of ideas, products, services  Conversation with customers  Status report for a project  News about the corporate cafeteria menu  Ideas to solve a big problem  Portal that aggregates blogs for business intelligence  © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 6: Blogging Today … © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 7: Blogging Today  Many tools, many options  SquareSpace, Radio, … Blogger.com, TypePad, CityDesk,      Typically designed for individuals and personal objectives Every imaginable subject High incidence of non-starters Syndication concepts not fully understood or supported Popularized RSS © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 8: A Few Interesting Examples… Impact Lab http://www.impactlab.com/  Loren French Photography http://blog.lorenfrench.com/  BTI Communications Group http://blog.btigroup.com/  Java.Blogs http://www.javablogs.com/Welcome.action  © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 9: Individual vs Corporate Blogging There’s no denying that blogging is a disruptive force in many areas—journalism, enterprise knowledge management, web marketing, content management, and many more. But, like any new paradigm, blogging is in for a period of growing pains. Business Blogging Now and in the Future © 2004 MyST Technology Partners
Slide 10: About Knowledge Continuity… "Knowledge is the new capital, but it's worthless unless it's accessible, communicated, and enhanced.“ – HBS Working Knowledge © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 11: Corporate Forgetting… “Corporate amnesia can also be caused by failure to capture, retain, and manage existing knowledge, data, and records within an organization - this flavor of the “ailment” is more cultural by nature and is typically easier to treat.” -Best of Biz Savvy: Corporate Amnesia © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 12: Um, I don’t think so… “People may switch employers, but they'll take with them electronic journals of their best ideas.” – John Foley, Information Week (June 17, 2004) [more] © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 13: Corporate Blogging Requirements         Granular access permissions—not all posts are for all eyes Aggregate postings of multiple authors Integrate other information into a blog space Provide cross-author searching Discover semantic relationships between postings (or the people that post them) automatically Support behind-the-firewall deployment Support SSL connections for secure transmission of company confidential material Provide content agility—the ability to easily repurpose blog content for different use cases [more] © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 14: Technical Challenges for Business Blogging The unintended consequence of current blogging technology was demonstrating the power of blog-like technology for enterprises— organizations that don’t necessarily wish to publish (everything) to the World. © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 15: Technical Challenges     Security Is your blogging system secure? Is your commenting capability spamable? Are your RSS feeds secure? Scalability Can your infrastructure support 10,000 news readers all asking for updates at the same moment? Discoverability Is your content easily found? Can you easily syndicate your information publicly and securely? Integration Can you provide access to your blog content to other applications? Can you use your word processor to blog? © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 16: What are People Saying about Blogging ... © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 17: Microsoft is Late? Just as I resign myself to not being a blogger – instead focusing on writing - I read this: Microsoft's Gates touts blogging as business tool. Gates is late. Microsoft is late. There's a lot of people who blog all over the world. Is it the fault of Microsoft that, once again, they are late? Not really. Nobody really expected weblogs to become as popular as they are. Some claim that they knew, but this was mainly a belief - not backed by anything tangible. [more] © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 18: Forrester on Business Blogging “Forrester envisions a day when new employees [on their first day] will be handed a sheet of paper with their phone number, email address - and a URL for their blog. The company would give all of its employees a personal internal blog where they could provide project updates, trip reports, and market intelligence - anything that they think others should know about the work that they are doing." [more] © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 19: Blogs Are Knowledge? “A question like this, especially when raised among techies, runs the risk of triggering deep philosophical - I would call them religious - debates. In no time at all, the debate focuses on a fundamental issue: What is knowledge?” – Andy Seidl Knowledge is information that improves a person's ability to act wisely. © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 20: Idea Management… “Some companies, uncomfortable with the openness of public blogs, use them as an internal communications tool. Dresdner Kleinwort Wasserstein, the German investment bank, has set up about 120 internal blogs to promote discussion and distribute information, including some that encourage users to share ideas, requests and criticisms of in-house information technology systems. Traders use the medium to share information and research." [more] © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 21: One Person’s Future of Blogs        Flagging and archiving others' posts for further reading allows you not to miss some content. Weblogs evolve from a simple time orientation to a richer one where older items retain value. Your traditional RSS aggregator becomes your Media Center… Weblogs have channels allowing content you put there to be selectively available to some persons or the whole wide web Weblogs can be aggregated, to create communities or enterprise project billboards. Content management and weblogs getting closer … you can feed your CMS with your blogging tool and your weblog content is versioned and staged and validated. Wikis and weblogs getting closer. Business Blogging Now and in the Future © 2004 MyST Technology Partners
Slide 22: The Future of Blogging Like blogging itself, the future of blogging will have many unintended consequences. © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 23: The Future of Blogging       Likely name change Exponential growth in the next three to five years Blogs will replace [some] web sites Some web sites will replace blogs Blogs will emerge [in companies] as primary knowledge persistence stores Industry will come to understand the importance of non-linear RSS feeds. © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 24: The Future of Blog Authoring Remind blog authors when they haven’t written anything in a while and suggest topics  Critique posts to see if they are onmessage  Compare their posts to known (and approved) marketing positioning  Call out potential legal risks for each post  © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 25: The Future of Blog Architecture Blends into the content management infrastructure  Blends into corporate knowledge tools  Pervasive support for rich media objects  Categorization and taxonomy support will emerge  Integration with search tools  © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 26: The Future of Blogging - Examples … © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 27:  Deep Branding Objective  Serves as journalists resource Google Visibility  Syndication support  High-velocity corporate tool for participating in the living Web © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 28: Blog Rank Metrics [more] © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 29: Blog Posting Metrics © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 30: On-Message  Measure posts against pre-determined keywords and phrases [more] © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 31:  Business Intelligence for PR Blogs  Provide dashboard  Aggregate Data  Graphical interpretation  Filter patterns [more] © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 32:  Integration with Microsoft Office Research Services  Integrated search from blogbased information spaces  Security context maintained  Ideal model for greater Office 2003 productivity  Includes persistent RSS search options  Includes recommend smart tags lists © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 33: “Computers in the future may weigh no more than 1.5 tons.” –Popular Mechanics, 1949 forecasting the relentless march of science Questions F. Andy Seidl Bill French faseidl@myst-technology.com bfrench@myst-technology.com http://myst-technology.com © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 34:  Informal Learning Portal  Connect training content with conversations and observations  Provide integrated training content with field knowledge  Delivered into smart news reader © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 35:  RSS Newsletter Distribution Services  Create, manage, and host newsletter syndication  RSS management console with team collaborative services  RSS usage metrics  Integrated RSS monitoring  RSS ad-splicing and ad-randomization © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 36:  Newsletters and Advertorials  …as Weblogs  Visibility  Agility  Frictionless content management © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 37:  PR Weblogs  Google Visibility  Syndication support  Serves as journalists resource  High-velocity corporate tool for participating in the living Web © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 38:  News Aggregation Portal  Content syndication  Multiple Weblogs  News feeds  Affiliate content  Subscribe via RSS © 2004 MyST Technology Partners Business Blogging Now and in the Future
Slide 39:  Editorial Generation/ Review System  Secure  Process-oriented  Zero-install  Comments go direct to author  Publish-subscribe commenting system  Collaborative for all commentary © 2004 MyST Technology Partners Business Blogging Now and in the Future