1. Corporate Blogging Trevor Cook Jackson Wells Morris February 2006

2. It is just as important to be able to edit the Web as browse it – Tim Berners-Lee. Web 2.0 – a new approach to online communication Unleashing the power & vision of the Internet – millions of ‘publishers’

3. Its all about the user User-driven development User-focused services User-generated content Search Feeds - text, audio, video Tags

4. Who blogs and why? 20+ million bloggers, 1 million posts each day Politics, economics, science, HR, law etc Customers & critics Technorati / edelman survey, 2005 https://extranet.edelman.com/bloggers tudy/Default.aspx

5. What makes a good blog? Regular updates Short posts Links, comments, feeds Direct, personal language Focused on an issue / subject / person

6. What makes a good blog? Regular updates Short posts Links, comments, feeds Direct, personal language Focused on an issue / subject / person

7. Other key terms Posts Comments / trackbacks Links – measure of importance Feeds (RSS, XML, ATOM) Aggregators (stand alone & browsers) Live searching Podcasts / vlogging

9. Telstra – 20 to 160 posts / day

10. McDonalds – 400 to 900 posts / day

13. Some corporate uses Personalising the CEO / spokesperson Building reputations for expertise Updating during a crisis Responding to customer concerns Issue advocacy Complements media activity Supplement / replace internal newsletters Replace ALL STAFF emails Project management

23. Issues Getting people to write Letting people published ‘unedited’ Guidelines for bloggers Multiplying formats (print, email, voice, blog, feeds, website) Decentralised access to Intranet