Description
Blogs are used by companies as corporate communication tool for both external and internal customers. It applies to marketing, HR, PR, etc
BLOG AS A TOOL FOR CORPORATE COMMUNICATION
WHAT ARE BLOGS?
Blog is a short version of web log ? Regular entries in reverse chronological order ? Term “weblog” coined by Jorn Barger in 1994 and “blog” by Peter Merholz in 1999 ? First blogging site “blogger” was developed by Evan Williams at Pyra Labs in 2001
?
FEATURES OF BLOGS
Custom templates ? Multiple formats: text, photo, graphic, video, etc ? User friendliness ? Interconnectivity with social networks ? Community building
?
FEATURES OF BLOGS
Reader feedback ? Really Simple Syndication ? Multiple languages ? Easy search: Tags ? Microblogging: Short messaging
?
POPULAR BLOGGING SERVICES/BLOGS
Blogger (Blogspot) ? Twitter (Microblogging) ? Gizmodo (About Gadgets) ? MSDN (Microsoft Developers Network) ? Blogoscope (Google) ? Politically Incorrect (Polictical blog
?
BLOGS FOR CORPORATE COMMUNICATION
External Blogs/Internal Blogs ? A corporate blog represents the organization and not an individual like a CXO of a company ? Corporate blogs are separate from individual blogs and are strictly governed by organizations
?
EXTERNAL BLOGS
?
Focus towards customers:
?
? ?
Customer to business feedback Develop new customers, new markets Customer services
?
Interface with partners, suppliers
Purchasing ? Better communication
?
*McKinsey Global Survey: How Business use Web 2.0?
EXTERNAL BLOGS: CASE OF DELL
Dell had seen drop in credibility and was considered synonymous to lousy service ? Michael Dell, CEO – Dell International, devised a new strategy to improve the situation ? A team was formed to blog and improve communication with customers on Dell site and other social networks ? Ideastorm was created to understand customer needs ? Negetive sentiments reduced from 48% in 2006 to 23% in 2008
?
EXTERNAL BLOGS: CASE OF SUN MICROSYSTEMS
Sun Microsystems allows employees to blog externally ? To understand customer needs ? To interact with programmers who develop software for hardware or operating systems made by Sun
?
INTERNAL BLOGS
Corporate communication ? Employee engagement ? Knowledge sharing ? Product design and development
?
TYPES OF INTERNAL BLOGS
Leadership speak: CXOs use this to communicate with employees ? Corporate communications: Policies, announcements, benefits, etc ? Knowledge sharing: To host documents, code, information, best practices documents, etc ? Employee blogs ? Microblogging
?
USE OF INTERNAL BLOGS IN ORGANIZATIONS
IBM has over 3000 internal blogs ? McDonald's Corp. is making blogging capability available to thousands of employees to file restaurant reports. ? Procter & Gamble Co. has about 100 internal blogs and is expanding their use to private communications with business partners.
?
USE OF INTERNAL BLOGS IN ORGANIZATIONS
Mindscout: Blogging service for organizations ? Xerox use Mindscout ? Does not allow employees to add friends ? Profile based group blogging service
?
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
About TCS
?
? ?
IT services, business solutions and outsourcing organization Over 198,500 of the world’s best-trained IT consultants Revenue of $8.2 billion (fiscal year ending March 31, 2011)
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
External blogs
?
?
Company Website Twitter
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
Internal blogs
?
?
Encouraged by leadership for “Ideation” K. Ananth Krishnan, Chief Technology Officer, blogs to generate ideas
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
Survey ? Responses from 31 employees ? Questions regarding frequency of use, active participation, userfriendliness, interactiveness, convenience, features, communication aspects and encouragement to use
?
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
Findings
?
55% of respondents visit TCS internal blogs only once a month, 10% use blogs daily and 6% do not use blogs at all
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
Findings
?
70% of respondents either rarely blog or do not blog, however, follow others
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
Findings
?
Internal blogs have been rated as 3.45 in user friendliness, 3.35 on interactiveness, 3.45 on convenience and 3.16 on features on a scale of 1 to 5.
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
Findings
?
?
? ?
The internal blogs are used for Corporate communication, News about industry, News about the organization and Employees personal logs Internal blogs have features like photo sharing, video uploads, etc, however, these are restricted to corporate communications team The internal blogs have features like Personal Profile Creation, Channels, Microblogging and Video Logs Internal blogs are used to communicate Achievements, Announcements, Industry News and Motivational Messages by the leadership
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
Findings
?
55% of employees encourage their team to use internal blogs, however, 39% prefer blogging to be done after office hours. Only 3% employees feel blogs are not useful.
CONCLUSIONS
Blogs are effective web 2.0 services to improve corporate communication both external and internal to the organization. ? There are several cases of successful external blog implementation such as:
?
?
?
Dell International Sun Microsystems
CONCLUSIONS
Internal blogs help in corporate communication for employee engagement, knowledge sharing, product design and development. ? Companies like IBM, McDonalds and Xerox have successfully implemented internal blogging practices
?
CONCLUSIONS
Tata Consultancy Services effectively uses both external and internal blogs for corporate communication ? Blogging is understood as means for ideation and is encouraged by leadership
?
Thank You!
doc_629657967.pptx
Blogs are used by companies as corporate communication tool for both external and internal customers. It applies to marketing, HR, PR, etc
BLOG AS A TOOL FOR CORPORATE COMMUNICATION
WHAT ARE BLOGS?
Blog is a short version of web log ? Regular entries in reverse chronological order ? Term “weblog” coined by Jorn Barger in 1994 and “blog” by Peter Merholz in 1999 ? First blogging site “blogger” was developed by Evan Williams at Pyra Labs in 2001
?
FEATURES OF BLOGS
Custom templates ? Multiple formats: text, photo, graphic, video, etc ? User friendliness ? Interconnectivity with social networks ? Community building
?
FEATURES OF BLOGS
Reader feedback ? Really Simple Syndication ? Multiple languages ? Easy search: Tags ? Microblogging: Short messaging
?
POPULAR BLOGGING SERVICES/BLOGS
Blogger (Blogspot) ? Twitter (Microblogging) ? Gizmodo (About Gadgets) ? MSDN (Microsoft Developers Network) ? Blogoscope (Google) ? Politically Incorrect (Polictical blog
?
BLOGS FOR CORPORATE COMMUNICATION
External Blogs/Internal Blogs ? A corporate blog represents the organization and not an individual like a CXO of a company ? Corporate blogs are separate from individual blogs and are strictly governed by organizations
?
EXTERNAL BLOGS
?
Focus towards customers:
?
? ?
Customer to business feedback Develop new customers, new markets Customer services
?
Interface with partners, suppliers
Purchasing ? Better communication
?
*McKinsey Global Survey: How Business use Web 2.0?
EXTERNAL BLOGS: CASE OF DELL
Dell had seen drop in credibility and was considered synonymous to lousy service ? Michael Dell, CEO – Dell International, devised a new strategy to improve the situation ? A team was formed to blog and improve communication with customers on Dell site and other social networks ? Ideastorm was created to understand customer needs ? Negetive sentiments reduced from 48% in 2006 to 23% in 2008
?
EXTERNAL BLOGS: CASE OF SUN MICROSYSTEMS
Sun Microsystems allows employees to blog externally ? To understand customer needs ? To interact with programmers who develop software for hardware or operating systems made by Sun
?
INTERNAL BLOGS
Corporate communication ? Employee engagement ? Knowledge sharing ? Product design and development
?
TYPES OF INTERNAL BLOGS
Leadership speak: CXOs use this to communicate with employees ? Corporate communications: Policies, announcements, benefits, etc ? Knowledge sharing: To host documents, code, information, best practices documents, etc ? Employee blogs ? Microblogging
?
USE OF INTERNAL BLOGS IN ORGANIZATIONS
IBM has over 3000 internal blogs ? McDonald's Corp. is making blogging capability available to thousands of employees to file restaurant reports. ? Procter & Gamble Co. has about 100 internal blogs and is expanding their use to private communications with business partners.
?
USE OF INTERNAL BLOGS IN ORGANIZATIONS
Mindscout: Blogging service for organizations ? Xerox use Mindscout ? Does not allow employees to add friends ? Profile based group blogging service
?
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
About TCS
?
? ?
IT services, business solutions and outsourcing organization Over 198,500 of the world’s best-trained IT consultants Revenue of $8.2 billion (fiscal year ending March 31, 2011)
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
External blogs
?
?
Company Website Twitter
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
Internal blogs
?
?
Encouraged by leadership for “Ideation” K. Ananth Krishnan, Chief Technology Officer, blogs to generate ideas
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
Survey ? Responses from 31 employees ? Questions regarding frequency of use, active participation, userfriendliness, interactiveness, convenience, features, communication aspects and encouragement to use
?
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
Findings
?
55% of respondents visit TCS internal blogs only once a month, 10% use blogs daily and 6% do not use blogs at all
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
Findings
?
70% of respondents either rarely blog or do not blog, however, follow others
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
Findings
?
Internal blogs have been rated as 3.45 in user friendliness, 3.35 on interactiveness, 3.45 on convenience and 3.16 on features on a scale of 1 to 5.
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
Findings
?
?
? ?
The internal blogs are used for Corporate communication, News about industry, News about the organization and Employees personal logs Internal blogs have features like photo sharing, video uploads, etc, however, these are restricted to corporate communications team The internal blogs have features like Personal Profile Creation, Channels, Microblogging and Video Logs Internal blogs are used to communicate Achievements, Announcements, Industry News and Motivational Messages by the leadership
STUDY OF TATA CONSULTANCY SERVICES BLOGGING PRACTICES
?
Findings
?
55% of employees encourage their team to use internal blogs, however, 39% prefer blogging to be done after office hours. Only 3% employees feel blogs are not useful.
CONCLUSIONS
Blogs are effective web 2.0 services to improve corporate communication both external and internal to the organization. ? There are several cases of successful external blog implementation such as:
?
?
?
Dell International Sun Microsystems
CONCLUSIONS
Internal blogs help in corporate communication for employee engagement, knowledge sharing, product design and development. ? Companies like IBM, McDonalds and Xerox have successfully implemented internal blogging practices
?
CONCLUSIONS
Tata Consultancy Services effectively uses both external and internal blogs for corporate communication ? Blogging is understood as means for ideation and is encouraged by leadership
?
Thank You!
doc_629657967.pptx