The Rise of Business Blogging
By Steve Rubel, CooperKatz & Company
Despite its long history of innovation
and track record for producing one product marketing success after
another, by the turn of the century Microsoft had developed a
negative reputation.
In 1998 the Department of Justice initiated
a protracted public relations and legal war that branded the company
and its top brass as bullying monopolists. By the time the case
was settled in late 2001, the Microsoft brand was beaten and battered.
Three years after the case was settled, however,
Microsoft has completed a sweeping organizational and image overhaul.
It now is perceived as friendlier, more open and trustworthy.
What’s also notable is that this transformation
- led by CEO Steve Ballmer – took place while the company
continued to face an increasing barrage of daily attacks from
hackers, spyware, and viruses.
Look beneath the surface, however, and you will
find that Microsoft’s softening image was actually molded
from the bottom up, by ordinary employees like Joshua Allen.
In 2001 Allen, a program manager, signed on as
the company’s first unofficial corporate employee weblogger.
His personal site, called “Better Living Through Software,”
chronicles life inside the Redmond, Washington software giant
– warts and all.
Today, Microsoft has more than 1200 corporate
bloggers – more than 10 times the number it had just last
year. They have the company’s blessing to write about whatever
they want, provided they adhere to some basic guidelines.
As a result, virtually overnight the bloggers
have become one of the company’s greatest marketing assets,
generating incredible online and offline word of mouth.
In fact, Microsoft has even began to embrace them
as a company. The software giant now links
to all its bloggers right on its corporate web site and even
launched a special sanctioned blog-like community for developers
and partners called Channel
9.
Most Microsoft bloggers write passionately and
candidly about the company’s technology, hiring practices,
marketing, culture, and more. They even discuss company and product
strengths and weaknesses in vivid detail
Some of Microsoft’s more prolific bloggers,
such as Robert
Scoble, attract thousands of readers daily, including competitors,
customers, partners press, and analysts. Scoble’s blog has
even turned him into a minor celebrity.
He is often cited by many as the most authentic
voice inside Microsoft. The technical evangelist has been invited
to speak extensively at dozens of industry confabs and has been
even profiled extensively in Newsweek, Time, Fortune and BusinessWeek.
Most importantly, however, Microsoft’s corporate
blogging army has in a short time opened a transparent window
onto the most financially successful company that ever existed.
They have accomplished the impossible by putting a human face
on a gigantic monolithic company – a giant with a bad rap.
At the same time, they strengthened the company’s
position as a thought leader and generated incalculable online
word-of-mouth. Blogging can do the same for you – no matter
your target audience or your goal. The key is to listen, learn,
and then get started.
Unlike corporate web sites blogs directly reflect
the individual personalities who pen them. That’s what made
them such a success for Microsoft.
Blogs – short for the words “web”
and “log” – consist of short or long-form “posts”
on a specific topic that are organized in chronological order.
Most weblogs are written by one or more individuals, either as
a hobby or in an official capacity with the blessing of their
organization.
Weblog postings generally consist of short-form
op-eds that link to and comment on industry issues, news and content
found on other web sites and blogs. The result is that on any
given day in the “blogosphere” you can easily find
thousands of conversations, discussing everything from technology
to politics, sports, music and even knitting.
What makes blogs unique is that they are easily
discovered and social in nature. Weblogs facilitate transparent
dialogue by incorporating tools that encourage readers to give
feedback through comments and emails. In addition, since many
blogs link to each other, they are often found engaging in an
exchange across the Internet, just like two friends conversing
on a street corner.
According to PubSub, a service that tracks weblogs,
there are approximately eight million weblogs in the blogosphere.
The number is doubling every few months as businesses increasingly
discover weblogs’ potential for driving marketing ROI. Several
CEOs have even taken up blogging. These include Mark Cuban of
HDnet and Jonathan Schwartz of Sun Microsystems.
Weblogs have exploded in part because they are
extremely easy and cost-effective to launch. They also can generate
significant ROI. Several tools, such as Google’s Blogger
service, are completely free. While others, such as TypePad,
add more robust tools and cost less than $200 per year.
What the services all share in common, however,
is that they require virtually no technical expertise to set up
and maintain. If you know how to use a browser and Hotmail, you
can easily create blog. No HTML knowledge is necessary.
Blogging really first began to take off in 2002.
However, in the last two years, it has moved more mainstream,
even given rise to emerging companies like Gawker Media and Weblogs
Inc. that are launching blog media networks for mainstream audiences.
In 2004, many bloggers began to also compete in
earnest with journalists for scoops – particularly in the
political scene. In a landmark moment for blogging, last summer
The Democratic National Committee opened up its national convention
to a handful of influential political bloggers – many of
whom have had no journalistic training.
Over the summer it was the conservative bloggers
who uncovered certain inaccuracies in Dan Rather’s report
on Bush’s’ military service that later led CBS to
admit it erred. Some have even speculated that the flap –
called Rathergate – may have even lead to the anchor’s
recent decision to retire.
In 2004 businesses and marketers also began to
fully embrace blogging as a marketing tool. The New York Times
Magazine even noted last December that “Blogs are known
for their brutal honesty, independence of spirit and genuine emotional
conviction. None of these attributes play much of a role in corporate
advertising, of course, but they are values that corporate advertisers
strive to imitate -- and, where possible, co-opt.”
Dozens of organizations including Stonyfield
Farms, Yahoo,
Maytag,
and even Nike launched weblogs. Each of these blogs had different
goals. In some cases- such as with the ANA’s
own blogs - the sites are written by corporate executives
in an effort to advance industry issues. Others, such as GM’s
blog, are building word of mouth among auto enthusiasts. Intuit’s
blog showcases real-world customers using their products.
Although each of these blogs is serving distinctly
different audiences, they all share some things in common. They
are authentic. They are written by real individuals who have a
passion for their causes. They solicited feedback from readers.
And they are conversational, engaging readers and even other bloggers
in a dialogue.
By now you might be enthusiastic about getting
started. But before you jump into the blogosphere, here are some
initial steps to take.
- Step One – Listen: The best way to
become acquainted with the power of blogs is to read them and
see what they’re talking about. Using tools like Google,
PubSub
and Feedster,
you can find easily blogs that are already discussing your company/brand
and its industry. Also be sure to check out sites like BusinessBlogConsulting.com
and Adrants.com,
which include examples of blogs done right and wrong.
- Step Two – Reach Out: Once you have
identified influential blogs, reach out to them by carefully
posting comments on their sites. Let them know you’re
listening. Some may invite you to sponsor their blog, which
also can often offer a high ROI. Blogs can help your company
build awareness among influencers who will talk about you to
others. Marqui, a telecommunications company, recently began
experimenting paying bloggers $800 per week if they mentioned
their product. While the results aren’t known, blog advertising
is certainly going to become a lot more prevalent in the years
ahead.
- Step Three – Launch Your Own Blogs: Finally,
once you feel you have a firm grasp on the medium, roll your
own weblogs. This can range from everything from a CEO blog
to a product team site and more. Figure out first who you’re
trying to reach, who will have the most time and what people
in your organization are willing to be the most transparent.
While some might dismiss blogs as a fad, I can
assure you they’re not going away. And right now they are
one of the most cost effective tools you can use to reach influencers
who will recommend you to others.
This article is reprinted from Steve
Rubel's Micropersuasion
