1. 1 How to launch a blogging program that works with your organization Mary Owens Director, Intranet Content & Strategy Corporate Internal Communication, Motorola

2. ALI_Conf_Blogs_04_12_07 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2007 2 Do your homework! Starting a blogging program is not for the faint of heart, nor for the uninformed –People know more than you think they do –Tough questions will arise Technology Information protection Labor laws Best practices and trends Measurement

3. ALI_Conf_Blogs_04_12_07 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2007 3 Listen, Listen, Listen Get a lot of people involved and pay attention to their questions and concerns Listen for cultural cues –Who wants blogs and why? –Who is afraid of blogging and what are their concerns? Listen for organizational insights –What are each organization’s strategic communication goals? –What resources are available to support blogs? –What other factors do you need to consider?

4. ALI_Conf_Blogs_04_12_07 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2007 4 Prepare the organization People in your organization are already blogging. Be clear about what employees can and can’t do and the consequences of non-compliance –Internal vs. external –Global considerations Develop and communicate a process for requesting an external blog Provide guidelines and best practices Develop training Consider a pilot

5. ALI_Conf_Blogs_04_12_07 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2007 5 Find great bloggers Three key factors: 1.Personality 2.Motivation 3.Skills Tip: Ask new bloggers to write to an internal blog for a trial period of a couple of months.

6. ALI_Conf_Blogs_04_12_07 MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2007 6 Fine-tune and communicate Start slow so you can pull back and fine tune your program Keep in touch with your bloggers and their support teams Communicate changes as needed