Blogs en entreprise, un peu en vrac [fr]

[en] A brief overview of important points to consider/keep in mind when thinking about blogs in a corporate setting. The two posts with my conference notes, How Blogging Brings Dialogue to Corporate Communications and Blogging in Internal Communications, roughly cover this.

Quel est l’essentiel à savoir lorsque l’on commence à s’intéresser aux blogs?

D’abord, que le blog est trois choses:

– un outil (technologique) permettant de publier très facilement du contenu
– une culture avec des usages, une histoire, une éthique
– une stratégie de communication misant sur le dialogue, l’authenticité et la transparence

L’outil lui-même est *relativement* simple à mettre en place et est gratuit ou presque.

Apprendre à utiliser le blog pour publier des textes est aisé. C’est très similaire (côté processus et interface) à publier un e-mail. C’est entre autres pour cela que le blog est un outil aussi populaire et que “n’importe qui peut en avoir un”.

Pour une entreprise, il vaut la peine d’avoir une personne à l’interne qui soit capable de gérer le blog côté serveur: mises à jour, installation de plugins, adaptation du thème (gabarit) à la ligne graphique désirée, résolution de bugs dus à des changements de version (PHP, base de données) sur le serveur — ça peut arriver.

Maîtriser les fonctions plus complexes de l’outil de blog peut prendre plus de temps: catégories, tags, gestion des commentaires, insertion d’images ou de vidéo, mise en forme, liens, contenu annexe. La plupart des blogueurs devront avoir une partie au moins de ces compétences afin d’être réellement autonomes.

Utiliser un blog comme outil de communication n’est pas une chose naturelle dans le milieu des affaires. Le style d’écriture est différent de ce dont on a l’habitude (assez proche de l’e-mail) et revêt une grande importance. Etre exposé à la critique et aux questions difficiles est quelque chose dont nous protège de façon générale la communication unilatérale. Renoncer à la langue de bois ouvre parfois la porte à des situations difficiles à gérer.

Etre un bon blogueur requiert en fait des compétences relationnelles et humaines assez génériques et qui font souvent partie de la “personnalité” — ou du moins, qui ne sont pas enseignées de façon formelle. Le coaching sur la durée est le meilleur moyen d’apprendre à gérer ces situations dues à la nature conversationnelle du blog.

Installer l’outil et apprendre à l’utiliser, d’un point de vue technique, ce n’est donc que la pointe de l’iceberg. L’investissement financier est minime pour l’outil lui-même, mais il vaut la peine de mettre le paquet pour accompagner le/les blogueurs dans leur apprentissage de la culture propre à ce nouveau média, et de soutenir l’entreprise dans ses difficultés (inévitables) avec une stratégie de communication qui ne correspond probablement pas à ce qu’elle faisait jusque-là.

En cas de réticences budgétaire face au prix d’une accompagnement de qualité sur, disons, une durée de six mois — il est bon de (se) rappeler qu’on investit souvent sans sourciller des dizaines de milliers dans des solutions techniques ou du matériel. Pour un blog, point de cela: l’argent ainsi économisé doit absolument être consacré à la formation et au conseil stratégique par un spécialiste du média.

Le plus possible, on cherchera à faire bloguer des personnes provenant de l’entreprise elle-même. L’efficacité du blog consiste à mettre en relation de vraies personnes: les blogueurs, et les lecteurs, qui peuvent laisser des commentaires, ou vont peut-être publier des réactions sur leur propre blog. Les blogueurs deviennent vite la “vitrine” ou la “face humaine” de l’entreprise. Il est à mon avis très dommage de confier ce rôle à des personnes externes uniquement — il y a là une incompatibilité entre le rôle du blog, qui est de rapprocher, et le fait de confier ce travail à des externes, qui montre qu’on ne veut pas “se mouiller”.

Le blog lui-même, a priori, ne va pas rapporter d’argent. On fait de l’argent “à cause” du blog, non pas “avec”. Le blog apporte visibilité et crédibilité, d’une façon difficile à imiter avec une campagne de publicité ou de marketing “classique”, car elle est basée sur le dialogue et la relation. C’est en discutant avec les gens de notre entourage que nous changeons d’avis, et prenons des décisions. Internet, via les blogs, permet de démultiplier l’effet bouche-à-oreille de la conversation personnelle.

Ces thèses sont développées de façon plus générique dans l’ouvrage The Cluetrain Manifesto (à lire absolument): nos décisions d’achat sont basées sur les expériences de nos amis; personne n’aime qu’on lui “parle contre”, ce que fait habituellement la publicité; nous ne sommes plus dupes, nous savons que la publicité est mensongère. Sur internet, avec les blogs, les forums, les wikis, les réseaux sociaux, ces conversations qui existaient déjà bien avant l’ère d’internet acquièrent un pouvoir supplémentaire en étant sur la place publique numérique.

La communication ne peut pas être contrôlée. Les blogs permettent aujourd’hui à n’importe qui de se faire entendre, si ce qu’il raconte est jugé assez important par ses pairs. On ne peut pas “taire” les gens à coups de communication bien léchée. La langue de bois est montrée du doigt dans les commentaires et les forums de discussion. Internet nous force à renoncer au contrôle absolu de son image et à se jeter à l’eau, à participer aux conversations qui ont déjà lieu à notre sujet, ou à les encourager à venir se passer chez nous.

Pour bloguer il faut être passionné, et c’est quelque chose qu’on ne peut pas “truquer”. Si le coeur n’y est pas, les centaines de personnes du public vont finir par le sentir, un jour ou l’autre — et les gens n’aiment pas la facticité. Le choix des bonnes personnes pour bloguer est donc crucial. Ce n’est pas un travail pour n’importe qui.

Ecrire dans le blog, ce n’est que la moitié du travail. Il faut garder un oeil sur les commentaires, y répondre, modérer parfois. Il faut surtout lire — d’autres blogs sur des sujets apparentés, ce que le public dit au sujet de son entreprise, de ses produits, ou du contenu du blog. Tout cela prend du temps. Cela ne se fait pas en 3 minutes entre deux meetings. Aimer ce dont on parle et être passionné, ça aide.

Idéalement, je l’ai dit, on choisira ses blogueurs parmi ses employés. Il faut tenir compte dans leur emploi du temps qu’il vont passer un certain nombre d’heures par semaine à bloguer, lire des blogs, échanger e-mails et commentaires là autour. S’ils n’arrivent pas à faire leur travail, éviter la solution facile de mettre la faute sur le blog. Chercher la vraie cause, et y remédier.

Voilà… voyez, c’est un sujet sur lequel on peut vite s’étendre. J’en resterai là pour aujourd’hui, non sans vous donner quelques pistes pour explorer plus loin (pas impossible que j’en rajoute après la publication de cet article).

Livres à lire, en anglais:

– [The Cluetrain Manifesto](http://www.cluetrain.com/book/index.html), incontournable et en plus, disponible gratuitement en ligne
– [Naked Conversations](http://www.amazon.com/Naked-Conversations-Changing-Businesses-Customers/dp/047174719X), panorama de plus d’une centaines d’utilisations des blogs dans le monde des affaires, de la politique, ou des médias

Livres en français:

– [Blog Story](http://www.eyrolles.com/Informatique/Livre/9782708131583/livre-blog-story.php), pour une introduction générale au phénomène et à son histoire
– [Blogueur d’entreprise](http://padawan.info/be/livre.html), que j’ai reçu mais pas encore lu (pour cause de pile de livres) mais qui est tout à fait recommandable, j’en suis certaine

En anglais:

– deux conférences que j’ai données: [How Blogging Brings Dialogue to Corporate Communications](http://climbtothestars.org/archives/2007/09/24/how-blogging-brings-dialogue-to-corporate-communications/) et [Blogging in Internal Communications](http://climbtothestars.org/archives/2007/11/26/blogging-in-internal-communications/) sur la façon dont les blogs bouleversent la communication d’entreprise
– [Multilingual](http://climbtothestars.org/focus/multilingual/), si vous avez un projet en plus d’une langue

En français:

– [Nécessité d’une formation blogs (en vidéo)](http://climbtothestars.org/archives/2006/11/26/video-necessite-dune-formation-blogs/)
– [Ouvrir ou non les commentaires?](http://climbtothestars.org/archives/2007/05/03/ouvrir-ou-non-les-commentaires/)
– [Articles de la catégorie “comment bloguer?”](http://climbtothestars.org/categories/comment-bloguer/)

N’hésitez pas à laisser un commentaire si vous avez quelque chose à ajouter, ou une remarque, ou même une question.

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Blogging in Internal Communications [en]

[fr] Notes de la conférence que j'ai donnée aujourd'hui à Zürich sur les blogs dans la communication interne.

First of all, let me thank all present for their participation, and Nils ([Enzaim Communications](http://enzaim.ch/)) in particular for making this happen. I also appreciated having [Stefan Bucher](http://www.stefanbucher.net/blog/) amongst the audience — it’s particularly nice when fellow bloggers show up, share their experience, and to top it all tell me my talk was interesting to them, too. Thanks!

Two months ago I gave a talk titled [“How Blogging Brings Dialogue to Corporate Communications”](http://climbtothestars.org/archives/2007/09/24/how-blogging-brings-dialogue-to-corporate-communications/). This one is quite similar, but focused on internal communications.

As I explained, the dynamics involved are very similar. It’s about having conversations, whether it’s behind the firewall or outside on the big bad internet — about engaging with people (employees, customers, colleagues) rather than talking *at* them.

Although the talk I prepared was very similar (with some added stuff specific to internal communications), it did of course turn out rather different. Different people, different questions. I like it (particularly with small audiences) when instead of giving a lecture-like talk, there are lots of questions and I am derailed from what I had planned.

That’s a bit what blogging is about, isn’t it? Having a dialogue. So, when the setting permits it, I try to do the same thing with my talks. My impression is that people get more out of them that way. (Do feel free to correct me if you think I’m mistaken.)

You should probably go and have a look at [the notes from my previous talk](http://climbtothestars.org/archives/2007/09/24/how-blogging-brings-dialogue-to-corporate-communications/), as I’m not going to rewrite everything here. I’ll just concentrate on what seems to me was the important additional stuff we talked about. If you were there and want to add things to what I’m writing here, please feel free to leave a comment. I’d be very happy if you did.

If you look at the slides, they’re very similar in the beginning, aside from slides 9-10-11 in which I try to clarify the difference between blog and wiki, as I was told confusion was common.

Blogs

Content on blogs is organised based on the time they were written. From an editorial point of view, blogs also put the author(s) forward. He has a very different status from the commentators, who are guests on his blog.

Wikis

Wikis, on the other hand, are organised solely through the links created between the various pages. The focus is on the documentation produced rather than on who produced it. The various author voices tend to merge into a uniform community voice.

Both blogs and wikis are part of the larger class of tools one can name “social media”. These are the online tools which help us publish information in a way that connects us to other people, and encourages us to engage in conversations and relationships with them. You’ll also come upon the expression “social software” used with roughly the same meaning (though the emphasis is in this way more on the technology than on its usage). “Social tools” can be considered a wider category including all technology that explicitly connects its users to one another. (I have to say, though, that many people — I included — will sometimes use these terms interchangeably.)

Short version: it’s “social media” that is important in this discussion, more than “just blogging”. I’m talking of “blogging” inasmuch as it is a popular incarnation of social media.

We spent quite some time commenting the [blog examples]() I showed. These are of course examples of blogging externally, because unfortunately, it’s kind of hard to find examples of internal blogging on the internet ;-).

There are a lot of “damage control” or “crisis” examples, because blogging is a good tool to use in this kind of situation where real communication is required.

Here are a few quotes I read out. First, the beginning of the open letter to Palm on Engadget:

> Dear Palm,

> Man, what a crazy year, right? We know things haven’t really been going your way lately, but we want you to know that we haven’t given up on you, even though it might seem like the only smartphone anyone wants to talk about these days is the iPhone. It can be hard to remember right now, but you used to be a company we looked to for innovation. You guys got handhelds right when everyone else, including Apple, was struggling to figure it out. And it was the little things that made those early Palm Pilots great — you could tell that someone had gone to a lot of trouble to think about what made for a great mobile experience, like how many (or rather, few) steps it took to perform common tasks.

> The problem is that lately we haven’t seen anything too impressive out of you guys. Sure, over the past few years the Treo has emerged as a cornerstone of the smartphone market, but you’ve let the platform stagnate while nearly everyone (especially Microsoft and HTC, Symbian and Nokia, RIM, and Apple) has steadily improved their offerings. So we’ve thrown together a few ideas for how Palm can get back in the game and (hopefully) come out with a phone that people can care about. (And we’re not talking about the Centro / Gandolf.) Read on.

Dear Palm: It’s time for an intervention

And two days later, the response of the Palm CEO, Ed Colligan

> Dear Peter, Ryan and Joshua:

> Thank you for the very thoughtful post about Palm. I really appreciate the fact that you guys and others care enough to take the time to write such a comprehensive list of actions. I forwarded it to our entire executive staff and many others at Palm have read it. Although I can’t say I agree with every point, many are right on. We are attacking almost every challenge you noted, so stay tuned. Let’s remember that it is very early in the evolution of the smartphone and there is enormous opportunity for us to innovate. We have only just begun to fight!

> Thank you for taking the time to write. I really do take your comments to heart and I know the team at Palm is totally committed to delivering the best mobile computing solutions in the world.

Ed Colligan

Not bad, huh? This is the kind of openness people want to see more of.

> Corporate types will always be concerned about negative comments, which is a valid concern; however, if you’ve got a product or service that’s worth blogging about, your fans should be coming out to support you — which they have, in Yahoo!’s case. Also, by allowing full comments, and better yet, responding to some of them, you gain a valuable sense of integrity and, as loathe as I am to type these words, “street cred” — that you just can’t buy.

> Negative comments are the price you’ve got to pay for having a Real Blog, and companies that have them deserve to be recognized. It shows that they believe in their own business, and they respect their customers enough to allow them to have a public opinion on their business.

Yahoo’s Blog Takes Its Blogging Lumps, Like a Real Blog Should

We talked a lot about negative comments and what to do about them (they can actually turn out to be a good thing if you respond to them openly and honestly). We also talked about ghost-writing (don’t!) and human relationships in general. Things that are true for offline relationships, I find, are also true for online ones you can establish through blogging: if somebody is willing to recognise they made a mistake, for example, or acknowledge that you are upset about something, it goes a long way. Same is true on blogs.

Here’s a link to [the corporate blogging 101](http://engineerswithoutfears.blogspot.com/2007/04/tooling-around-blogs.html) I mentioned in passing and I said I would point you to.

I also skipped a bit quickly through the Do/Don’t lists, so here they are again:

DO:

  • eat your own dog-food
  • trust your bloggers
  • read other blogs
  • be part of the community
  • use a feed-reader
  • link! even to competition, negative stuff
  • be human
  • learn the culture
  • use an existing blogging tool
  • discuss problems
  • define what is really confidential
  • give existing in-house bloggers a role (evangelists! learn from them!)
  • tag, ping, use the “kit” and other social tools

DON’T:

  • try to control
  • use a ghost-writer or outsource blogging
  • “roll your own” tool
  • ignore established blogging conventions, they’re there for a reason
  • copy-paste print material in posts
  • use corpspeak
  • force people to blog
  • write happy-clappy stuff
  • write blog posts or comments as if they were e-mails (starting with Hi… and ending with a signature)
  • be faceless (signing with the name of the company instead of the person)

Employees know (and so do internal communications people) that the best sources of information are usually one’s direct boss and… the cafeteria. If you think about it, your boss is probably one of the main people you actually have real conversations with. You don’t often have a real conversation with the CEO — but you probably have regular briefings with your boss. Hopefully, you have something resembling a human relationship with her/him.

The cafeteria or the corridors are the informal networking spaces of company life. And often, these informal relationships can actually be more useful to your work than the hierarchy. “Networks subvert hierarchies”, says the [Cluetrain](http://cluetrain.com).

Well, in a company in which employees can blog, subscribe to their feeds and leave comments on each other’s blogs, the online space can become a kind of “virtual cafeteria” — only in the public eye. This might sound scary to some. But you’re not preventing people from having conversations in the cafeteria, are you? By having these conversations online, in a “public” space (which may still be behind the firewall), you can help them be more efficient if they’re positive, and debunk them more easily if they’re rumors.

RSS is an important technology to be aware of. It’s the one that allows people to subscribe to blogs, comments, or other sources of news. In a company where employees can have their own blogs, they’ll need to learn to use an aggregator, which will enable them to create their own news channel. One can expect an employee to know best exactly what sources of information to follow or people to stay in touch with to get her work done.

People who work remotely, who are on different sites, different silos, or who simply have different working hours can all benefit from the online cafeteria.

A few key checkpoints, if you’re thinking of introducing blogs in your company (“are we ready?” style). 5 prerequisites:

– the management/CEO/company needs to **care** about their employees. Blogging won’t work well in an “abusive” relationship.
– be willing to **engage** in real, honest **dialogue**, also about problematic issues (difficult, but often the most rewarding, as with normal human relationships)
– blogging takes **time**, so it should be counted in as part of people’s workload/job
– accept and understand that communication **cannot be controlled**
– understand that blogging is not just a technology/tool, that it is mainly a **culture/strategy**

5 ingredients to “make it work”:

– **training**. Don’t assume blogging comes naturally to people. We “natural bloggers” are the exception, not the rule. The technology is cheap — put money in the training, so people have a chance to really “get” the culture.
– **eat your own dog food**. If you want to get people in your company blogging, do it yourself, too.
– blogging is a grassroots phenomenon (bottom-up), so **enable** it (top-down), knowing you can’t “make” people blog. Create a blog-friendly environment.
– **read** blogs and comments. This can easily be 50% of the workload involved in “blogging”
– speak like a **human** being.

There… that’s about it. Did we talk about anything else important that I missed?

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Focus Page on Experiential Marketing [en]

[fr] Une page sur le marketing expérientiel, en anglais seulement j'en ai peur. Feedback bienvenu.

There, here we go. I’ve written up a page on [Experiential Marketing](/focus/experiential-marketing/) for my new [Focus](/focus/) section. Feedback, ideas, reactions, etc… all welcome here in the comments.

And please, don’t hesitate to be critical if you think it’s required. Just stay constructive — thanks.

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Stowe Boyd on Experiential Marketing [en]

[fr] Quelques citations (audio et texte) de Stowe Boyd sur ce qu'il appelle "experiential marketing" (marketing expérientiel en français). J'ai eu quelques discussions récentes avec des clients pour des mandats de cette nature, et je prépare une page d'explications à ce sujet pour ma section Focus (pas encore en français, désolée). Si vous êtes curieux, manifestez-vous dans les commentaires, ça me donnera probablement l'occasion de parler de tout ça en français!

I’m preparing a page on *experiential marketing* for my [Focus series](/focus/), as I’ve been in discussion about this kind of work with a couple of clients lately. It’s a term/concept coined by [Stowe Boyd](http://stoweboyd.com/message/) (not to be confused with the related but different independently named experiential marketing you can read about [on wikipedia](http://en.wikipedia.org/wiki/Experiential_marketing)), so I dug around in his archives to see if he had blogged anything significant about it.

I found a few quotes in blog posts, but most interesting was this (http://blog.openbc.com/2006/04/the_comfy_sofa__2.html) in April 2006. Start listening just before the middle of the interview (the first half is about other stuff). Oh, and keep on listening after they’re done on the topic of experiential marketing — Stowe tells the story of why he wears a cap. 😉

It’s interesting to see how the idea evolved from the moment of this interview, just after he came up with the idea, and subsequent incarnations which he blogged about between then and now. Here are a few quotes I picked up:

> Experiential marketing — as an increasing social consciousness pervades the online marketing world, advertisers will realize that ads are becoming less effective, even when streaming and animated. One answer is what I am calling experiential marketing: individuals or groups will be solicited and directly compensated to try out products and blog or otherwise chronicle their use. With highly trusted advocates acting on behalf of the community these campaigns will become a mainstay of product marketing 2.0.

Stowe Boyd, 15.06.2006

>So, I will be posting on this “experiential marketing” project over the next few months, as I attempt to follow the advice of OpenBC’s staff and most knowledgeable users about how to achieve these aims, and I will examine everything involved: from the creation of a detailed profile, to developing a personal network, and the ins and outs of trying to use the system to accomplish real business goals. Because my goal is to spend more time in Europe, I am calling this the “More Europe” project.

>As I said, I will be candid and critical. If I think some aspect of OpenBC’s user experience is dumb, I will say so. If I start drowning in social spam, I will write about it. If I get no traction on my plan, I will chronicle that.

Stowe Boyd, 20.07.2006

> As I announced a few weeks ago, I am doing a new experiential marketing program for the folks at Blogtalkradio.com, one that entails me running a talk radio show. The first show was Thursday, and I had a great time interviewing Ted Rheingold of Dogster about Online Community (see /Talkshow Tomorrow: Ted Rheingold of Dogster on Online Community).

> I started using the term experiential marketing a few years ago, in a project I was doing for GoToPC, and then again last year in the “More Europe” project for OpenBC (now Xing). The premise is that true understanding of a product or service can’t be gained from a half-hour demo: it requires hours, and perhaps weeks of use.

> In this project I will be running a web-based talk show relying on the Blogtalkradio.com technology platform. Along with doing the show, I will be writing up my experiences with the software, recommendations for its improvement, and guidance for others trying the software.

Stowe Boyd, 14.04.2007

More details on all this when I put the Focus page online!

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Talk: Being a Blogging Consultant [en]

[fr] Notes d'une conférence que je viens de donner en Serbie sur ce qu'est le travail d'une "consultante en blogs" (notez les guillemets). Je préfère en fait me définir comme une spécialiste de l'internet vivant (celui des dialogues et des relations humaines) et de sa culture. J'interviens partout où ce genre de connaissance est utile à mes clients.

Here are some rough notes of the talk I gave at [Blogopen](http://blogopen.eu), reason of [my presence in Novi Sad, Serbia](http://climbtothestars.org/archives/2007/11/12/blogopen-in-novi-sad-serbia/). I hope they can be useful to some. Number between square brackets refer to slide numbers (

This slideshow could not be started. Try refreshing the page or viewing it in another browser.

(http://www.slideshare.net/sbooth/being-a-blogging-consultant) embedded below).

*If you have notes of this talk or by any chance have recorded it, please leave a link in the comments.*

**update: yay! some short recording snippets. see the end of this post.**

[1] [2] Two years ago I was a teacher, and if you had told me then that I would be here in Novi Sad, talking about what it is like to be a freelance blogging consultant, you would probably have seen me make a face like this:

Expressions (Stephanie Booth) 9

[3] Later on I’ll tell you about what a “blogging consultant” like me actually does, but first of all, here’s my story. I grew up with computers in the house, discovered the internet in 1998 and soon after [created a website](http://old.climbtothestars.org/hist/version1/). I [started blogging in 2000](http://climbtothestars.org/archives/2000/07/) and gradually built a small reputation for myself online. By the time the Swiss media discovered blogs in 2004, I’d been at it for a while. When they started looking for Swiss blogs, they found me, and the phone started ringing.

You know how it is with the media: once one journalist has written about a person or a subject, all the others follow. I started [giving interview after interview](http://climbtothestars.org/about/presse), exciting at first, but somewhat tedious after some time. But I was lucky to have very good local media coverage, which did help people find me or hear about me.

Just before the press started to show an interest in me (and blogs), a friend of mine asked if I could explain to her how to make a website. We sat together for two hours, and I told her how the internet was made of servers, and websites were in fact files that lived on those servers, files you can make in a text editor with special markings known as HTML, with CSS to control the visual aspect. She said “wow, you’re really good at this, you should get people to pay you to do it!” I was a bit skeptical, but thought it would be cool. So just before my first appearance on TV, I created a [professional website](http://stephanie-booth.com/) (just a few pages, and if you look at it now, it’s really out-of-date — I’ll be working on it during the [“Website ‘pro’ day”](http://climbtothestars.org/archives/2007/10/31/une-journee-pour-bosser-sur-nos-sites-pro-website-pro-day/) in a bit over a week). And on that website, I made [a page](http://stephanie-booth.com/particuliers/) saying something like “I’ll explain to you how to make a website, this is how much it’ll cost”.

Shortly after my TV appearance, I was contacted by a school who wanted me to come and talk about blogs to a class of teenagers. It went surprisingly well and I really enjoyed it, so I added an extra page on my professional site saying [“I give talks in schools”](http://stephanie-booth.com/ecoles/). Little by little, through word of mouth mainly, I started having clients. And at one point about 18 months ago, I started having enough clients that I could consider quitting my day job (teaching).

That’s how I became a professional blogging consultant.

[4] So, what does a “blogging” consultant do? It’s not just about blogs. Actually, one of my ongoing struggles is to find a “job title” to define myself. “Blogging consultant” already existed, and people knew about blogs, so it wasn’t too bad.

[5] Blogging is more than it seems. It’s a tool, but it’s more than that. It’s also a culture, and if you’re a company or an institution, blogging is a communication strategy. We see companies and media corporations using the blog tool to publish press releases or official documentation. That’s using the tool, but they don’t get the culture, and they haven’t changed their strategy. *(You might want to see the notes on my talk [“How Blogging Brings Dialogue to Corporate Communications”](http://climbtothestars.org/archives/2007/09/24/how-blogging-brings-dialogue-to-corporate-communications/) if this topic interests you.)*

[6] One expression we hear a lot in this kind of context is “social media”. Traditional media go in one direction. Journalists write, people listen (or put their fingers in their ears). It looks like this:

Cluetrain 101 Sketch 1

With social media, on the other hand, we have a new type of media (well, *reasonably new*) where conversations take place. Communication goes both ways:

Cluetrain 101 Sketch 3

So basically, being a “blogging” consultant has a lot to do with social media. (Understanding and explaining it.)

[7] All this kind of stuff is explained in a great book that everybody should read: [The Cluetrain Manifesto](http://www.cluetrain.com/). You can [read it for free on the Internet](http://www.cluetrain.com/book/index.html) or buy it as a real book if you prefer. The Cluetrain Manifesto was written in the year 2000, so quite some time ago, but it’s still spot on. It tells us how people are sick of being marketed at and talked at, and how people are already having conversations everywhere about brands, companies, and these conversations are happening on the internet. Companies, politicians, and media empires would be smart to step in and join the conversation. Anyway… read the Cluetrain Manifesto if you have any interest in what’s going on on the Internet.

[8] So, in my job, I don’t just work with blogs. In addition to blogs, sometimes solution require wikis, podcasts, or social networks. [9] Using these tools brings up values like dialogue, transparency, authenticity, and often leads to rethink strategy. [10] Finding a solution for a client can be helping them re-organise their e-mail, set up a mailing-list, or simply build a website. Maybe it requires social tools like Twitter or Dopplr, or they might even want to know about virtual worlds like Second Life.

This is clearly not just about “blogging”. It’s about this bigger world blogging is an important part of.

[11] I like to think of myself as a specialist of **the living web** and its culture. The living web is the internet of people, conversations, and relationships.

My work is anywhere people need this kind of knowledge. Who needs this kind of knowledge?

[12] Schools, politicians, companies big and small, freelancers, non-profits, media, startups, people…

[13] Here’s a little more about what it means to be a freelancer consultant in today’s world.

[14] [The Balance of the Soloist](http://www.freshbooks.com/blog/2006/09/08/going-solo-a-few-words-of-advice/) according to [Stowe Boyd](http://stoweboyd.com/message):

> The most difficult challenge for soloists is to find a balance between the various activities that must take place to survive. I like to oversimplify these down to three:

> 1. **Doing The Work** — The heart of consulting — of whatever description — is delivering the work. A soloist has to deliver value to the client in order to make money. Most consulting-oriented people start with this capability: it’s the other two that cause problems, in general.
> 2. **Marketing and Networking** — I have already noted that I principally market myself through blogging, and that I attend conferences: those are the outward signs of a willingness, or even an obsession with networking with likeminded others. When I find out about a web product that sounds interesting (my beat), I sign up for the beta, fool with it, write a review, ask for more info, and very soon I am involved in a direct communication with the company’s management. I read other people’s blogs and comment on their ideas. When attending conferences I try to chat with both old friends and folks I have never met before. I know many consultants whose natural introversion makes such activities difficult if not impossible. But these interactions are just as critical to being a soloist as performing the work, and are likely to take up just as much time!
> 3. **Prospecting, Contracts and Cash Flow** — I am always happy to talk about money, and as a soloist it is imperative to get what you are worth, and then to collect the fees. This is a blind spot for many, and a make-it-or-break-it issue. I know a lot of folks that find it hard — even with people they know well — to ask for a project, an engagement, whatever, and to demand payment later on. It may seem obvious but many consultants only get involved with this as a necessary evil, but it’s not. It’s just as central as delivering the goods and networking.

Stowe Boyd, “Going Solo: A Few Words Of Advice”

These are the three skills the freelancer needs. Often people drawn towards freelancing are people who are good at doing something (the work) and reasonable networkers — and the third part (money) is the most difficult.

[15] **the work**

This will of course vary from person to person. Depending on your skills and abilities, you will be doing different things. For example:

– talking (like this talk I gave — speaking engagements)
– explaining — talking with clients to tell them about things they need to understand
– solving problems
– gathering information (about your client, about a subject you need to know more about)
– managing projects
– installing tools (WordPress, wikis…)
– coding HTML, CSS, or even PHP
– doing graphical design in Photoshop (I don’t do this, I’m really bad at it, so I usually tell the client he needs to have somebody else for this)
– training — it’s not that easy for “normal people” to learn how to use a blog tool… and more importantly, understand the blogging culture. Linking can be the topic of a two-hour class! (what to link, when, with what text, trackbacks, linking technique… suddenly text has two dimensions instead of one, so it changes writing style…)
– “cluetrain 101” — explaining the basics of what the internet is changing to the way we communicate
– experiential marketing (I’ll blog more about this later) — where you use a client’s product and blog about it
– blogging for a client (even though it’s not something I believe in, and I don’t do it — some people might)

[16] **Marketing**

– blog, blog, blog. And blog more. Demonstrate your expertise. Look at how [Thomas Mahon](http://englishcut.com/) used his blog to demonstrate his expertise at being a high-class tailor. Blog about what you know and what you’re doing.
– be a good connected net citizen. Use LinkedIn, Facebook, twitter, IM… be out there
– talk around you offline
– go to events — try to speak! send in proposals! [Barcamps](http://barcamp.org/) are a great place to start because anybody can talk. Get somebody to film you and put it online. If you’re not speaking, [publish live notes of the talks on your blog (live-blog)](http://climbtothestars.org/archives/2007/08/01/on-liveblogging). People who weren’t there or didn’t take notes might appreciate yours.
– in short, take care of your social capital ([whuffie](http://en.wikipedia.org/wiki/Whuffie)) — your social connections
– if you’re lucky enough to have journalists call you — be nice with them. I would probably not be here today if it hadn’t been for the local press in Switzerland.

[17] **Cash**

Often a difficult point, as I mentioned.

– how do you actually get to the point where you close a deal?
– contracts
– you’re worth more than you think! Have friends help you keep that in mind before you negotiate with clients.
– will you be paid per day, per project?
– how much? fixing the right price can be tough — I haven’t completely figured out pricing yet.
– when do you ask for money, when do you not ask? Sometimes it’s [not that obvious](http://climbtothestars.org/archives/2007/10/30/operations-mediatiques-marre/).

In addition to this, going freelance might mean you have to think about:

– insurance
– taxes
– laws
– accounting
– invoicing

And also… balancing your personal and professional life. All this “taking care of your social capital” does tend to blend the two — in a good way, often, but also in a way that makes taking days off or going on a real holiday very difficult. Pay attention to that.

[18]-[23] So, looking back… After my initial “no way!” reaction to the idea of being a “blogging consultant” two years ago, even though I went through phases like this

Expressions (Stephanie Booth) 2

and this

Expressions (Stephanie Booth) 12

and this

Expressions (Stephanie Booth) 11

and even

Expressions (Stephanie Booth) 3

overall… I’m pretty happy about my life as a blogging consultant:

Expressions (Stephanie Booth) 14

*note: I took all the rather cheesy “emotion” photos myself the morning before the talk, because I didn’t have the time and resources to go hunting for good “emotional faces” stock photography… I hope you’ll forgive me!*

You can find [more stuff about consulting in my del.icio.us links](http://del.icio.us/steph/consulting).

Thanks to everybody who attended my talk and gave me kind feedback. Many Serbian bloggers also mentioned my talk in their blog posts, but I’m afraid I can’t understand any of it! [Here are the links](http://del.icio.us/steph/blogopentalk%2Bcoverage%2Bstephaniebooth), though:

– [Borska internet organizacija | BITNO na BlogOpen-u / 2](http://www.bitno.org.yu/vesti/?p=33)
– [Blogopen utisci](http://blog.aurora-dizajn.info/izvestaj/blogopen-utisci/)
– [BlogOpen & Novi Sad – dan posle | O zivotu, Vaseljeni i svemu ostalom](http://www.mmilan.com/2007/11/11/blogopen-novi-sad-dan-posle/)
– [BlogOpen – Elektro kuhinja – Blog.hr](http://elektrokuhinja.blog.hr/2007/11/1623579400/blogopen.html)
– [» Blog Archive » Susret na Blog Open-u](http://www.gradjanski.co.yu/blog/?p=13)
– [Nemanja Srećković » Blog Archive » Utisci sa BlogOpen-a 2007](http://blog.nemanjasreckovic.com/2007/11/10/utisci-sa-blogopen-2007/)
– [BlogOpen Review](http://blago.blog381.com/2007/11/10/blogopen-review/)
– [Uh kakva subota! at Samo malo](http://samomalo.hermani.info/?p=345)
– [BlogOpen u Novom Sadu – total report | Webmasterov blog](http://snaxors.com/blog/?p=57)
– [BlogOpen utisci | Dragan Varagic Weblog](http://www.draganvaragic.com/weblog/index.php/349/blogopen-utisci)
– [BlogOpen weekend](http://www.blogowski.eu/2007/11/12/blogopen-weekend/)
– [Blog Open…i kako ga pregurati](http://auroraborealis.blog381.com/2007/11/13/blog-openi-kako-ga-pregurati/)

As far as I can tell, some posts simply mention me. But if there’s anything said worth to be translated or paraphrased, feel free to do so in the comments! (Just tell me what link it’s about…)

**Update:**

Thanks a lot to [darko156](http://komunikacii.net/2007/11/12/blogopeneu/) who filmed two short video sequences and uploaded them to YouTube. Here they are. The first video is slides [4]-[7] (what exactly a blogging consultant is, social media, The Cluetrain Manifesto):

The second is slides [7]-[10] (Cluetrain, social media tools and values — dialogue, transparency, authenticity, strategy…):

Curious about [what I was waving in my right hand](http://flickr.com/photos/bunny/1988146940/)?

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FOWA: Enterprise Adoption of Social Software (Suw Charman) [en]

[fr] Notes prises à l'occasion de la conférence Future of Web Apps (FOWA) à Londres.

*Here are my live notes of this [Future of Web Apps (FOWA)](http://www.futureofwebapps.com/) session. They are probably incomplete and may contain mistakes, though I do my best to be accurate. [Suw has written a blog post about her presentation.](http://strange.corante.com/archives/2007/10/05/fowa07b_me_preparing_for_enterprise_adoption.php)*

FOWA 2007 105

Suw is a freelance consultant, has done a lot of work with businesses and vendors. Guide on getting your stuff used by businesses, based on her experience.

A couple of areas to think about:

– tech readiness? does our tool work?
– support readiness? are we ready to provide support to our customers, and how they will adopt our tool and convince people in their business to adopt the tool?

Two sides of the same tool.

Important: make sure your tool is really ready. If it’s still buggy, if the interface or language is confusing, don’t try to sell it into enterprise. Get more funding first. You only get one chance in enterprise. They won’t come back to see where you’re at.

FOWA 2007 106

Incremental improvements based on user feedback won’t work in businesses. They want something that works now, and regular but not-too-frequent updates. Stability.

Have a process for feature requests. Difference between big vendors (MS, Oracle) “this is what we’re giving you, deal with it” and small vendors.

Pilots aren’t an opportunity to do user testing. They’ll shy away if they feel they’re being used as guiney-pigs.

Don’t assume simple tools will automatically get adopted. People very resistant to use software. They don’t use software because it’s cool. They just want to get the job done, and will find ways to work around the tools they’re given.

Where do you start? Try to figure out what businesses want from you as a vendor, and your tool.

– integration with their existing systems, single sign-on, active directory, LDAP
– very concerned about security: “can our employees use this and put data in it and have that data be safe from accidental stupidness or prying eyes?” Technical security and user stupidness security (delete everything by mistake). Big plus for wikis, which have history. Disaster recovery: offices burn down, how will you help them retrieve their data

Understanding time scales. It can take months for things to happen. Lots of things can get in the way of adoption, even with vocal evangelists inside. Contracts, lawyers, packaging…

– be aware of internal political rankings (stakeholder management)
– be flexible about how you intend to sell into business. You might end up having to host your service (very different from selling a chunk of software). Trojan mouse solutions.
– be prepared for runaway success. Can you scale? Really? Quickly? Administration can turn around from “against it” to “we want this everywhere, now!” in the space of weeks
– be prepared for failure — understand what happened, and have processes in place so that you can learn from failure, but possibly not the same way. Try and fail in new and innovative ways.

Businesses are quite happy to spend money on hardware, software, but not really on operational (people) stuff. Bundle in your support costs into your selling price. If you do an unsupported package, they’ll take that, and you’ll still get the calls. You need to make sure you can afford to help your client get the best out of your tool. How will you be responsive? How will you deal with your contacts in the business, and all the (possibly tens of thousands) of people in the business using your tool?

Sales! One case where a business tried to get through to the sales people to buy, and didn’t get a response. Had to call the CEO! Have someone available to talk to a client.

How are you going to explain your tool to the people who are going to use it? You *need* an adoption strategy. No use in just giving people your tool. *steph-note: as I say, [throwing blogs at people doesn’t make them bloggers](http://climbtothestars.org/archives/2007/09/24/how-blogging-brings-dialogue-to-corporate-communications/).* What kind of materials are you going to provide them with?

A good place to start: **pilots**. Groups of like people. Who are groups of people who might benefit from this? Case with wiki: PAs and secretaries, for example. People like very specific use cases. Not good at generalising. Who are you talking to and what do they need from your tool?

**Adoption isn’t a business goal.** Running the business is the business goal. You need to meet both the wider business goals and the individual people’s goals.

**People don’t use documentation.** They don’t click help. They ask human beings instead. There is a lot of informal and semi-formal learning going on in businesses. 80% is informal, it seems. Formal learning, training courses aren’t effective. How can you provide ad hoc support? IRC channel? Social collaborative learning tools? (blogs, wikis)

**Centralised support** is important for the people using the tool. If the company is going to take over that role, they’ll need the materials for it. Make your material user task oriented, not software task oriented. “This is how you do a meeting agenda in the wiki.” Not “this is how you make a page”. Present it to them on a plate.

A qualitative leap needs to be made between old and new things, even if the new things aren’t so much more complicated. That leap can be difficult. But at some point, when enough people in the organisation are using the tool, they start helping each other. Provide the materials for that. Giving people the confidence that they know how it works.

Don’t try to make it up as you go along. **Plan in advance.** Bring people in. You don’t have to do it all alone (materials, etc).

[More about this!](http://tinyurl.com/zbnfq) Important: both management and grassroots buy-in. Balancing top-down with bottom-up approaches.

Q: tips for demonstrating tool usefulness?
A: work on the use cases. ROI: investing time and money and getting something in return. Important to understand those metrics. Careful, metrics don’t tell you what an individual’s use of something is. One of the problems with social software is that it can sound a little fluffy. “It improves collaboration.” But people think like “I want it to improve productivity to the point I can fire someone.”

Q: is it different for open source tools?
A: enterprises can be very wary of it (how will we get support?) even though there is a huge amount of open source being used. The more technically savvy they are, the more likely they’ll go for it, and the more business-oriented, the less. No hard and fast rules.

Similar Posts:

BarCamp Lausanne: former des « webmasters 2.0 »? [fr]

[en] Discussing the differences between skills of the old-school webmaster and the "webmaster 2.0" (eeek!) -- basically, a profile for the one to take care of site maintenance once we've done shiny 2.0 things with WordPress and plugins. It's a different skillset, and I'm not certain it's the same kind of person.

Samedi, à l’occasion du [premier](http://climbtothestars.org/archives/2007/09/06/barcamp-a-lausanne-le-29-septembre/) [BarCamp Lausanne](http://barcamp.ch/BarCampLausanne), j’ai animé une discussion sur l’avenir du métier de webmaster. Je pense que c’est un rôle qui se voit profondément transformé par l’arrivée du tout l’attirail « 2.0 », et qui est donc effectivement [en voie d’extinction](http://blog.profession-web.ch/index.php/348-le-metier-de-webmaster-est-en-voie-d-extinction) tel que nous le connaissons encore aujourd’hui. Je pense cependant qu’il reste une place pour ce que j’appellerai le « webmaster 2.0 », quelque part entre les consultants, développeurs, designeurs, professionnels de la communication ou autres qui se partage le gâteau 2.0.

Cela fait quelques années maintenant que « j’aide [les gens](http://stephanie-booth.com/particuliers/) à [faire des sites](http://climbtothestars.org/archives/2007/04/28/pouvez-vous-nous-faire-un-site-role-du-consultant/) » (c’est malheureusement principalement comme ça que je suis perçue — j’ai encore de la marge côté efforts en communication). Je me rends compte que si des outils magnifiques comme WordPress permettent de se libérer du webmaster pour de nombreuses tâches (c’est en effet un « argument de vente » : plus besoin de s’adresser au webmaster pour mettre à jour le contenu de votre site), ils ne sont tout de même pas autosuffisants : ils cessent des fois de fonctionner pour des raisons mystérieuses, il faut les mettre à jour, installer des plug-ins, faire des modifications mineures… Bref, ils requièrent de la maintenance.

Mon point de départ pour cette discussion lors de BarCamp était de mettre en regard les compétences du « webmaster » (j’expliquerai tout soudain les guillemets) avec celles qui seraient à mon avis nécessaires pour la maintenance de sites simples « 2.0 ». Ce rôle (je préfère parler de rôle plutôt que de « métier ») de webmaster disparaît-il, ou bien évolue-t-il ? S’il évolue, les compétences sont-elles assez similaires pour que ce rôle soit repris par la même personne, ou bien ce qu’il requiert un « background » différent ?

Donc, « webmaster » entre guillemets. Inévitablement, je vais parler ici en utilisant des clichés. Les webmasters qui me lisent ne se reconnaîtront probablement pas, et je le sais. Ce que je décris, c’est un des rôles un peu stéréotypés qui intervient dans l’écologie du site Web. Ce rôle (tel qu’il m’intéresse pour cette discussion) se retrouve dans des petites structures (petites entreprises, associations). Il y ait des professionnels qui portent le titre de « webmaster » dans des entreprises plus grandes ou avec plus de moyens, et qui font un travail qui n’a rien à voir avec ce que je décris ici. Le « webmaster » auquel je pense n’est souvent pas un professionnel de la branche, et ne fait probablement pas ça à temps plein. C’est quelqu’un que l’on paye à l’heure ou sous forme de forfait pour l’année, et dont on utilise les services de façon plus ou moins régulière.

[Sandrine](http://blog.profession-web.ch/) a eu la gentillesse de spontanément filmer le début de ma présentation, [disponible en vidéo chez Google](http://video.google.com/videoplay?docid=-2421266089139465575&hl=fr). Il y en a pour treize minutes, je vous laisse regarder si le coeur vous en dit.

Malheureusement, cela s’arrête lorsque la conversation démarre (le morceau le plus intéressant, à mon avis !) — j’imagine que des impératifs techniques sont entrés en ligne de compte…

Pour simplifier, même si je n’aime pas les étiquettes, j’ai proposé que l’on parle de « webmaster 1.0 » et de « webmaster 2.0 ».

**Webmaster 1.0**

– FTP
– mise à jour de contenu
– HTML/DreamWeaver
– scripts Perl/PHP
– images (redimensionner, insérer dans HTML)
– design (un peu)
– mailing-lists/newsletter

**Webmaster 2.0**

– mises à jour (versions) des « CMS 2.0 »: WordPress, Drupal, MediaWiki, PhpBB…
– choisir et changer des thèmes/skins
– compréhension de base du fonctionnement d’un CMS (applications Web PHP/MySQL, quelques notions de base de données, utilisation de PhpMyAdmin…)
– (X)HTML/CSS, standards Web
– installer des plug-ins

En fait, le rôle du webmaster 2.0 correspond *un peu* à celui d’un apprenti sysadmin. Cela reste un rôle technique, la gestion de la communauté étant à mon avis du ressort des personnes qui vont créer le contenu.

Ma motivation principale à tenter de définir ce rôle est en fait économique : bien sûr, un développeur ou un consultant un peu branché technique (comme moi) est tout à fait capable de remplir ce rôle de webmaster 2.0. Mais il n’est pas nécessaire d’avoir toutes les compétences d’un développeur ou d’un consultant pour faire ce genre de travail. Cela signifie qu’il ne devrait pas être nécessaire pour le client de payer du travail de maintenance relativement simple (même s’il requiert des compétences techniques qui dépassent celles de l’utilisateur lambda) à des tarifs de consulting ou de développement. Et personnellement, ce n’est pas (plus !) le genre de tâche que j’ai envie de faire pour gagner ma vie.

Mon expérience est que malheureusement, les personnes en place à jouer le rôle de webmaster 1.0 peinent souvent à acquérir par elles-mêmes les compétences nécessaires pour assurer la maintenance des sites « 2.0 » plus complexes techniquement. Si le webmaster 1.0 est souvent autodidacte, les compétences « 2.0 » sont à mon avis plus difficile à acquérir par soi-même — à moins d’être justement tellement immergé dans ces technologies que l’on est déjà un développeur.

Qui donc pourraient être ces « webmasters 2.0 » qui manquent à mon avis cruellement dans le paysage romand ? Peut-être serait-il intéressant de mettre sur pied une formation continue pour « webmasters 1.0 » ? Le problème avec ça à mon avis, ce que beaucoup de webmasters le sont à titre bénévole ou presque. Est-ce qu’il y a des CFC qui pourraient inclure ce genre de compétences à leur programme ? Pour le moment, la solution qui me paraît le plus immédiatement réaliste est de considérer ce rôle comme une étape de l’évolution professionnelle de quelqu’un. À ce moment-là, cela pourrait être un travail idéal pour des personnes en cours de formation.

[Quentin Gouédard](http://quentin.unblog.fr/), à la tête de l’hébergeur [unblog.fr](http://unblog.fr/), a suggéré lors de la discussion que ce genre de service pourrait être intégrée à une offre d’hébergement. C’est une idée que je trouve très intéressante.

J’aimerais revenir sur un pont qui a occupé pas mal notre discussion : il y un certain nombre de tâches de maintenance, qui même si elles sont techniques, sont encore relativement simples, et qui ne nécessitent à mon sens pas de faire intervenir des développeurs. Je pense qu’à l’avenir, on va avoir de plus en plus besoin — par intermittence probablement — de personnes ayant cet éventail de compétences, sans pour autant qu’ils aient une spécialisation plus poussée. Je pense aussi que (durant les quelques années à venir en tout cas) ces personnes devront avoir une présence locale. Le contact humain direct reste important, surtout pour des associations ou entreprises dont le métier premier n’est pas le Web.

J’ai conscience que ma réflexion n’est pas encore tout à fait aboutie. J’envisage en ce moment de former deux ou trois étudiants à qui je pourrais confier la maintenance (ou tout du moins une partie de celle-ci) des sites que je mets en place avec mes clients, pour un tarif raisonnable. Je ne peux en effet pas proposer à mes clients des solutions pour leur présence en ligne, si je n’ai rien à leur offrir côté maintenance. La maintenance ne m’intéresse personnellement pas en tant que tel, mais j’avoue ne pas avoir connaissance dans la région d’individus ou d’entreprises dont les compétences sont satisfaisantes et qui ne facturent pas des tarifs de développement (sauf ceux dont on a parlé, Samuel, et c’est justement la solution « étudiante »).

Avec un peu de chance, mes informations sont incomplètes, et quelqu’un va laisser un mot dans les commentaires en proposant ses services 🙂

Y a-t-il un webmaster (2.0) dans la salle ?

Ils parlent de cette discussion sur leur blog:

– [Sandrine: Le métier de webmaster est en voie d’extinction](http://blog.profession-web.ch/index.php/348-le-metier-de-webmaster-est-en-voie-d-extinction)
– [Compte-rendu du BarCamp Lausanne première édition](http://www.reivilo.net/2007/09/29/compte-rendu-du-barcamp-lausanne-premiere-edition/)
– [Quentin: BarCamp Lausanne](http://quentin.unblog.fr/2007/10/01/barcamp-lausanne/)

Similar Posts:

How Blogging Brings Dialogue to Corporate Communications [en]

[fr] Notes d'une conférence que je viens de donner à Zurich sur les blogs en entreprise.

As promised to the participants of this (Monday) evening’s event, here is my slideshow of the talk, notes, and links. *note: notes written up on the train on the way home, I hope the links aren’t too broken and that it makes sense; let me know in the comments if there is anything weird.*

Thanks to everyone for participating so well 🙂 Please feel free to add notes, comments, further questions, things you took away from the talk in the comments to this post.

*note: the beginning of the notes are roughly what I said; questions and answers are not included — there were lots; I gave an accelerated version of the second part of the presentation, as we had talked a lot, and actually, covered much of what was important anyway.*

For links related to corporate blogging, see those tagged [corporateblogging](http://del.icio.us/steph/corporateblogging) and [20070924](http://del.icio.us/steph/20070924) for those linked to today’s talk. Click on the “related tags” on the right to explore further.

I’ve added slide numbers in brackets roughly when they appear. Not that the slides are that interesting, of course…

[1] [2] Blogging is a tool that brings dialogue, and the point of this talk is to see how that happens in a corporate context.

[3] Two main aims:

– understanding the “[bigger picture](http://steph.tumblr.com/post/12797905)” blogging is part of
– practical advice on introducing blogs into a business setting.

[4] As you’ve probably noticed, I’m not a Powerpoint wizard, so won’t be dazzling you with fancy slides and lots of buzzwords. I’d like to have something approaching a conversation with you. I’m obviously expected to do quite a lot of the talking (that’s what I was asked to come for!) — but you know lots of things I don’t, and you’ll have comments and questions. Please ask them as we go along… I’d rather go off-track from my presentation and be sure to address the things you’re wondering about. *note: and yeah, that’s exactly what happened! got so caught up in our conversation that I lost track of time!* This way of doing things, you’ll notice, is related to what blogging is about.

[5] First, I need to know a bit more about you. I know you’re communication executives and I’m told you’re already familiar with blogs — that’s a start, but I need more:

– who reads blogs?
– who has a blog? (personal, corporate, work-related?)
– who is blogging this talk? *(nobody — hopefully in 2 years from now, half the room)*
– who uses a feed-reader (NetNewsWire, BlogLines, Google Reader)
– who is in a company that uses corporate blogs?
– who has employees/clients who blog?
– who has read The Cluetrain Manifesto? Naked Conversations? (required reading!)
– who is in a company that is blogged about? do you know?

[6] Before we get to the meat (practical stuff), let’s clarify

– what is blogging?
– where does it fit in?

There’s a lot of confusion there.

Blogging is:

– a [tool](http://steph.tumblr.com/post/12812114)/technology
– a culture
– from a business point of view, a strategy

Different [layers](http://steph.tumblr.com/post/12842694).

Blogs@Intel · Intel Corporation

[7] [Using just the “tool” layer](http://steph.tumblr.com/post/12841664) often fails, because it’s just publishing “official communications” in a different wrapping. And official communications are boring — I hope I’m not breaking the news to anyone. Example of this: [blogs.intel.com](http://blogs.intel.com/). Not very exciting.

I think a lot of corporate blogging failures can be attributed to stopping at the “tool” aspect of blogging, and underestimating the cultural aspects.

Listening and Learning Through Blogging

[8] Example that gets the “culture” layer: [Listening and Learning Through Blogging on McDonalds’ CSR blog](http://csr.blogs.mcdonalds.com/default.asp?item=140627).

> I’ve just finished my second posting, and I’ve realized how much there is to learn about the blogosphere. I’ve spent a lot of time looking at other blogs, listening to what others are saying about what we’re doing, and picking up some suggestions along the way. ([McDonalds’ CSR blog](http://csr.blogs.mcdonalds.com/default.asp?item=140627))

From a business point of view, adopting blogging is a strategic decision, because it impacts the culture. It’s not just a shiny tool we can use to do the stuff we do usually, it’s linked to deeper changes.

[9] So we’re going to concentrate on the “culture, strategy” side of blogging, which is the first part of this presentation. So we’re going to have to backpedal, zoom out, and look at the big picture: [10] The Internet, The Cluetrain Manifesto.

**So, what’s [the Cluetrain](http://www.cluetrain.com/) about?** It started as an online rant, and grew into a book in 2000. It’s still valid today.

Basically, the Cluetrain says that [conversations are happening](http://steph.tumblr.com/post/12816615), inside and outside your organization, and they can’t be stopped.

[11] People are tired of being talked at. They (inside: employees; outside: customers) are too busy having [12] real conversations with their friends, people they know and trust. Offline as well as online. They won’t listen to fabricated discourse (a lot of marketing). I know that when I receive my bank statements, I’m interested in how much I’ve spent, and the flyer giving details about my bank’s latest service goes straight to the bin. What about you?

[13] These conversations are everywhere. They’re talking about you — you the companies. A lot of our day-to-day conversation is about brands, consumer products, services… These conversations [14] can’t be controlled. Control is a big issue when it comes to corporate blogging.

Is communication something you control?
Are conversations something you can control?

[15] We know how important word-of-mouth is in marketing, and in the shaping of buying decisions we make. We listen to our friends (people we trust) way more than advertising.

Do great stuff. Care. Let people know. They’ll talk about you.

[16] Blogging is about jumping in there, being part of the conversation. And this conversation is bigger than just blogging.

Not that easy, but [not that hard](http://steph.tumblr.com/post/12817670): remember what it is to be human. To be passionate about something. To care. Bring that into the conversation.

So the important question becomes: how will this fit into my corporate culture — or not? Is it compatible?

[17] What [I mean](http://steph.tumblr.com/post/12814659) by corporate blogging: blogging that has to do with corporations, businesses. Blogging beyond the tool (culture). Everything is possible.

– internal
– external
– one author
– multiple authors (group blog)
– very official
– unofficial
– employee blogs
– news outlet (with the danger of missing the “culture” and falling back into the “just tool” use)

[18] Some quick [examples](http://del.icio.us/steph/example) of real “corporate” blogs. A lot of damage control in my examples — one thing blogs are good at.

– [Dell](http://direct2dell.com/one2one/default.aspx): started out badly, listened, learned
– [McDonalds CSR blog](http://csr.blogs.mcdonalds.com/default.asp)
– [English Cut](http://www.englishcut.com/): “my tailor is rich” (haha) fairytale; blogging to demonstrate expertise and built credibility (and [drive your business through the roof](http://steph.tumblr.com/post/12827453))
– [Palm’s response to Engadget’s open letter](http://blog.palm.com/palm/2007/08/thanks-engadget.html): a personal reply, and look at all the comments
– [Robert Scoble](http://scobleizer.com/): ex-Microsoft, hired for his blogging skills and reputation
– [Nee-Naw](http://www.neenaw.co.uk/): a LAS employee — impacts the image we have of the LAS
*note: this is where things started going fast*
– [Richard Pierre SA](http://www.richardpierresa.blogspot.com/): Swiss, also an “expert” blog (demonstrating expertise)
– [Rapleaf’s “we made mistakes”](http://blog.rapleaf.com/2007/09/06/start-ups-privacy-and-being-wrong/): if you mess up, and talk about it, and say sorry, chances are many will forgive you
– [Domaine du Crest](http://www.domaineducrest.ch/blog/): winemaker, Geneva; insight into vinyard life
– [Yahoo! official blog]: taking the heat in the comments
– [4500 Microsoft employee bloggers](http://blogs.msdn.com/)
– [DreamHost, ongoing disaster](http://blog.dreamhost.com/2006/08/01/anatomy-of-an-ongoing-disaster): being candid about what went wrong
– [Larry’s take on the Vista SR bug](http://blogs.msdn.com/larryosterman/archive/2006/07/31/684327.aspx): info straight from the horse’s mouth
– [Michel-Edouard Leclerc](http://www.michel-edouard-leclerc.com/content/xml/fr_home.xml), French CEO (see also [reaction in food poisoning crisis](http://www.michel-edouard-leclerc.com/blog/m.e.l/archives/2005/10/intoxication_al_1.php))

[19] Who should blog?

Corporations do not blog. Humans do, people. You can’t remove the person from the blog. Businesses with a “do the right thing” attitude. Enthusiasm needed! [20] Bad guys shouldn’t blog. Businesses who mistreat customers and employees shouldn’t either. Not if you’re dull or cheesy or very controlling. (See Naked Conversations, pp. 134-138.)

[21] [Why](http://steph.tumblr.com/post/12816423) should one blog? Very important question.

– to communicate differently, humanise the company
– not just another channel to push the same tired message through.

Where does blogging fit in strategically? => who, what exactly…

See [possible objectives here](http://steph.tumblr.com/post/12842170). Basically, anywhere there are people doing things. Except probably high-confidential security stuff.

[22] How?

You want to get blogs going for all the good reasons, but how does one

– start blogging [23]
– blog well? (ongoing work!)

[No real “one size fits all”.](http://steph.tumblr.com/post/12843845) Many answers to this, depends on the situation/culture of the company in question.

Some general answers, however.

[24] Check out the [corporate blogging 101](http://theobvious.typepad.com/blog/2007/05/corporate_blogg.html), very precious stuff there.

enable blogging. Encourage employees to blog. Blogging is a grassroots phenomenon, but it needs support form the top. There are maybe people already blogging — find them, and use them to encourage more blogging.

[25] have a purpose (that important Why? question). Don’t blog to blog. Figure out what **current needs** can be adressed by blogging. You can start small:

– event?
– product?
– “news”?
– project?
– office life?
– expertise on one topic?

This is very context-dependant. Need to understand the context well to be able to choose/advise wisely.

Careful! If you’re using a blog to post the usual “official communications”, you’re missing something.

[26] **learn the culture**: this is the big bit. Listen to bloggers (online and offline, in-house and out). Get training (this is where it’s worthwhile to put your money, as you’ve saved on expensive software).

Before going to [India](/logbook/), I studied the culture, but it couldn’t prepare me totally for what I found when I went to live there. You need to go to a foreign culture to really “get” it. Blogging is a foreign culture.

Learning to blog well can take time. Not everyone is a natural. Ongoing effort!

[27][28] Remember, blogging is about **Me & You**, having a conversation.

– dialogue
– relationship
– people

[29] **Listen.** Read blogs. Read comments. Be open. Get a feed-reader.

[30] **Passion.** Believe. Be passionate. If you’re not interested, it’ll be boring.

[31] **Style.** HUGE subject. How to write on a blog. It’s difficult.

– write for the web
– use “I”
– use links, make your writing 2D instead of 1D
– informal
– short paragraphs
– simple, direct language
– no jargon or corpspeak
– tell a story, as if to a friend
– author name, but don’t sign posts like e-mail

[32] **Time.** Don’t kid yourself, it takes time. Commitment. Easily an hour a session, a few times a week. But it’s fun 🙂

If you try to remove any of these ingredients, I doubt your blog will be successful and survive.

[Best practices?](http://steph.tumblr.com/post/12828157)

[33] DO:

– eat your own dog-food
– trust your bloggers
– read other blogs
– be [part of the community](http://steph.tumblr.com/post/12817808)
– use a feed-reader
– link! even to competition, negative stuff
– be human
– learn the culture
– use an existing blogging tool
– discuss problems
– define what is really confidential
– give existing in-house bloggers a role (evangelists! learn from them!)
– tag, ping, use the “kit” and other social tools

[34] DON’T:

– try to control
– use a ghost-writer or outsource blogging
– “roll your own” tool
– ignore established blogging conventions, they’re there for a reason
– copy-paste print material in posts
– use corpspeak
– force people to blog
– write happy-clappy stuff
– write blog posts or comments as if they were e-mails (starting with Hi… and ending with a signature)
– be faceless (signing with the name of the company instead of the person)

[35] FUD: fear, uncertainty, doubt. Cf. Naked Conversations pp. 140-145 for discussion, really, it’s all there:

– negative comments
– confidential leaks
– loss of message control
– competitive disadvantage
– time-consuming
– employee misbehaviour
– ROI absent…

[36] ROI of blogging (google for “ROI blogging” — without quotes). Comes up often (need for quantitative measurement), but still very debated topic. Respected experts all over the map, from [“it doesn’t/can’t apply”](http://steph.tumblr.com/post/12843414) to [“here is a way to calculate it”](http://blogs.forrester.com/charleneli/2007/01/new_roi_of_blog.html).

[Distinguish](http://corpblawg.ynada.com/2006/11/01/corporate-blogging-roi-hard-return-vs-soft-return):

– hard returns
– soft returns

There is a return, it’s a worthwhile investment, say those who do it. How to measure it is another story. Sorry 🙁

[37] A closer look at some examples… [coComment](http://blog.cocomment.com) [disclosure: ex-client]:

coComment blog -- Corporate Blogging Example

[38] Read the first sentence… what is wrong here? Not a human speaking. Don’t post press releases as blog posts. You might cite them, or link to them, or comment on them, but don’t stick them in there as posts. How does the reader think his “feedback” will be received when he’s being spoken at to start with?

coComment -- Corporate Blog Example 1

[39] Privacy concerns raised on other blogs. Good to address the issue and respond, instead of hiding! (it would just get worse… cf. Kryptonite). “Click here” looks bad, though, and hints that the medium (blogging) isn’t really understood.

coComment blog -- Corporate Blogging Example

[40] OMG. What is this doing here? Did somebody smoke something? First-time author on this blog — an introduction would have been more appropriate.

coComment blog -- Corporate Blogging Example

[41] Note that this is a multi-author blog, which is usually the case with an “official blog”, though often there will be one “main author” who carries it. Apology for painful upgrade, that’s good. E-mail-like signatures on each post, however, again point to incomplete understanding of the culture.

[Flickr](http://blog.flickr.com): great example (and great photosharing service too, sign up today).

Flickr Blog -- Corporate Blog Example

[43] Look at that outage notice. It’s fun! Really fun. And there are updates. Two of them. As a user/customer, I feel that they give a damn.

Flickr Blog -- Corporate Blogging Example

[44] Coverage of what’s going on in the community. Blogging is a lot about community, nurturing it.

Flickr: it's not just blogging

[45] Here, a forum post. It’s not just about blogging, remember the “bigger picture”? But same kind of attitude. How you engage with others in the community. Treat them as people and not like numbers. Look at how well this issue is documented, with links and all — and this is a “problem situation”. We’re not shoving the dirt under the carpet here.

[Moo](http://moo.com/blog/) *note: if you got a business card from me, this is where they come from!*

MOO | Blog -- Corporate Blogging Example

[46] So, this is a promotional posting (ad, marketing, oh my!) but look… it feels like she was e-mailing a friend, rings true.

Up for debate (bloggers will tell you “yes”): can you feel if somebody put his/her heart into a post?

[47] Closing notes:

Blogging is a strategy. Deep change in communications. Not pushing a message anymore, but

– conversations
– relationships
– trust
– people

The question to ask is:

Is my company/department/team ready for this?

Blogging is a grassroots phenomenon, so bottom-up (you can’t force people to be passionate about something and blog about it), but needs support from top-down. There are maybe already blogs in your company, and you might not know it!

Read The Cluetrain Manifesto and Naked Conversations to start. (I’m serious.)

Eat your dog food. If you’re going to introduce blogging in your company, you need to start blogging — before. Open a WordPress.com account and start writing about stuff you’re interested in. Use your blog as a [backup brain](http://www.contentious.com/archives/2007/09/05/how-to-blog-without-the-time-sink/), writing things as they occur to you. For you first, and for sharing with others in case it’s of interest to them.

Blogging is technically cheap, but culturally expensive.

[48]

Some extra stuff, off the top of my head (some from off-presentation discussion):

Blogging tools: [Wordpress](http://wordpress.com), Movable Type and Typepad ([SixApart](http://sixapart.com)), Drupal.

Looking up stuff in blogs: use [Technorati](http://technorati.com) or Google BlogSearch. Use Technorati Cosmos to see who linked to a given blog post.

The “Because Effect”: I make money *[because of](http://steph.tumblr.com/post/12827176)* my blog, not *with* my blog.

Discussion of trust and reputation in the blogosphere. Auto-regulating medium.

A few sketches I made while preparing this talk, but didn’t use:

Cluetrain 101 Sketch 1

Cluetrain 101 Sketch 2

Cluetrain 101 Sketch 3

[Open-sourcing the invitation copy.](http://climbtothestars.org/archives/2007/08/11/corporate-blogging-talk-draft/)

Good example of an “event blog”: [LIFT conference](http://www.liftconference.com/blog/official) (and go to the conference, too, it’s a great event).

*promotional 😉 note: if you would like to have me come and give this talk (or another!) elsewhere, please don’t hesitate to [get in touch](http://stephanie-booth.com/contact/). This is one of the things I do for a living.*

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Satisfaction Looks Neat [en]

[fr] Un outil de "customer care" qui permet d'une part aux "clients" de s'entre-aider, et au personnel de participer à la conversation. Ça semble vraiment pas mal! Quelques petits problèmes après 20 minutes d'utilisation.

I read about [Satisfaction](http://getsatisfaction.com/) yesterday somewhere and saw it again today [in Brian Oberkirch’s blog](http://www.brianoberkirch.com/2007/09/13/beyond-trouble-tickets-can-satisfaction-make-customer-service-fun/). I went to [sign up](http://getsatisfaction.com/people/new) and [give it a quick toss around](http://getsatisfaction.com/people/e217220ab7592d9724e9137d6d35aeae376f9ee4/). Here are the first screenshots.

The nice thing is that as this is a support tool, I used it to [record the problems I bumped in](http://getsatisfaction.com/satisfaction) too.

Satisfaction: submitting a problem_idea_question_chat

I think it’s a pretty neat tool and I’m going to use it in future when I bump into problems, in addition to [posting them to Flickr with Skitch](http://flickr.com/photos/bunny/tags/skitch). It’s community-based support, but with an option for company employees to participate with a “label” that identifies them as staff.

The first thing that annoyed me was that I had trouble finding where to change my profile photo. I clicked on “Account” and expected to find something there, but in fact it’s under “Dashboard”.

Satisfaction -- change image

Here is [the topic I created about this problem](http://getsatisfaction.com/satisfaction/topics/account_details_place_confusing).

Next issue, a rather important workflow/design flaw:

Recently active topics in Satisfaction Unlimited about Satisfaction Beta Release

I was a bit wordy in [explaining it](http://getsatisfaction.com/satisfaction/topics/submission_workflow_breaks) (early Sunday morning here), but I hope this makes sense:

> Ideally, when fill in the first “chatbox”, I’m going to want to check out the links before saying “not quite right, want to add details and submit”.

> Unfortunately, once I’ve done that, it seems I can’t come back to the page with the link inviting me to “add details and submit”.

> That doesn’t encourage me to click the links and check out first! It encourages me to go straight to “add details and submit”.

> So, if those links are really expected to be useful, encourage me to click on them by providing the “add details and submit” form on them too.

Last but not least:

Get Satisfaction: two gripes

1. If you’re telling me that I’m set to receive e-mail updates, that’s really nice of you — but it would be even nicer to give me a link to where to change it.
2. Please, please, please. [Space-separated tags](http://getsatisfaction.com/satisfaction/topics/i_only_just_discovered_that_you_support_commas_in_your_tags). At least support them. I’ve talked about this [elsewhere](http://climbtothestars.org/archives/2007/09/22/wordpress-finally-has-tags/) (and before, too, but I can’t remember when or where). It breaks the current input model we’re used to (del.icio.us, Flickr…). It makes us type an extra character.

Go try out Satisfaction!

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Comment se faire connaître comme indépendant [fr]

[en] I'm often asked how I made myself known as a freelancer. I was lucky enough to have quite a bit of coverage, but when you look closely, the way I got people to find me was through my blog.

Start blogging about your passion and demonstrate your expertise on your blog. The rest will follow.

Histoire de combattre [la paralysie du blogueur](http://climbtothestars.org/archives/2007/09/08/la-paralysie-du-blogueur/) voici un petit billet « sur le vif ». Il est fréquent qu’on me demande comment j’ai fait pour [me mettre à mon compte et devenir indépendante](http://stephanie-booth.com/). (Mon site professionnel, vers lequel je viens de faire un lien, a grand besoin d’être remis à jour, mais allez quand même jeter un coup d’oeil.)

Il y a près de dix-huit mois, j’ai [raconté un peu mes débuts](http://info.rsr.ch/fr/rsr.html?siteSect=1001&sid=6561399&cKey=1142842064000&bcItemName=declics&broadcastId=407128&broadcastItemId=6481009&programId=108616&rubricId=6500) dans l’émission « Déclics » de la Radio Suisse Romande. Vous pouvez probablement encore écouter ce que j’ai dit à l’époque.

En fait, c’est assez simple. En l’an 2000, j’ai un peu par hasard ouvert un blog, dans lequel je parlais de tout ce qui me chantait. Je pense que si on relit maintenant ces sept années d’écriture, on doit pouvoir voir comment mes intérêts ont évolué. Une des choses — parmi d’autres — qui m’intéressait, c’était l’intersection de la technologie d’Internet et des relations humaines. Les blogs tombent en plein là-dedans.

Petit à petit, alors que j’étais plutôt récalcitrante au départ, j’ai commencé à faire ce que l’on appelait du « metablogging » : je bloguais à propos du « phénomène blog ». Par ailleurs, mon blog gagnait gentiment en popularité. J’ai aussi créé le premier annuaire de blogs suisses.

Lorsque les premiers journalistes romands ont commencé à s’intéresser aux blogs, il n’ont pas tardé à s’adresser à moi (vu ma présence en ligne assez étendue, je n’étais pas très difficile à trouver) — d’une part en tant que blogueuse, mais d’autre part et assez rapidement en tant que personne qui y connaissait quelque chose aux blogs. J’ai eu droit à un véritable cercle vertueux en ce qui concerne [ma présence dans la presse](/about/presse/). Je suis tout à fait consciente qu’il y a là-dedans une bonne part de « au bon endroit au bon moment », et que les médias ont beaucoup aidé à me faire connaître du public.

Peu après, on m’a contacté pour me demander de faire une première conférence. J’ai rapidement mis en ligne [un site Internet professionnel](http://stephanie-booth.com) dans lequel j’annonçais quel genre de services j’étais en mesure de fournir. Entre le bouche à oreille, la presse, et surtout mon blog, la quantité de mandats a doucement augmenté durant la première année, jusqu’à ce qu’elle devienne suffisante pour que j’envisage de mettre entièrement à mon compte et de quitter complètement l’enseignement.

Comme je dis souvent, tout cela s’est fait « presque malgré moi ».

Si on me demande conseil, j’en ai un : bloguer, bloguer, bloguer.

Je sais que mon cas est un peu particulier : une partie de ce que je mets à disposition de mes clients, c’est mon expertise sur les blogs. Et j’utilise mon blog pour la démontrer.

Même si votre domaine d’expertise n’est pas les blogs, vous pouvez utiliser votre blog pour mettre en avant cette expertise. C’est l’outil idéal pour cela : relativement simple à utiliser, et qui permet une documentation au jour le jour de vos expériences, découvertes, réflexions et recherches dans le domaine qui vous passionne au point que vous avez décidé d’en faire votre métier.

Peu de gens aujourd’hui soutiendront qu’on peut se passer d’avoir un site Web si l’on se lance comme indépendant. Et en général, on désire que ce site Web [soit bien référencé](http://climbtothestars.org/archives/2007/08/14/le-placement-dans-les-moteurs-de-recherche/). Les blogs sont extrêmement bien référencés dans les moteurs de recherche : la page d’accueil est mise à jour à chaque fois que vous publiez un nouvel article, chaque article a sa page propre, vous encouragez autrui à faire des liens vers votre contenu, et l’outil que vous utilisez [a été conçu pour faciliter le travail des moteurs de recherche](http://climbtothestars.org/archives/2007/07/22/wordcamp-2007-matt-cutts-whitehat-seo-tips-for-bloggers/).

En bloguant, vous augmentez de façon importante votre visibilité sur Internet, et mettez sur pied du même coup une documentation fantastique de votre domaine d’expertise et de vos compétences. Pas mal, côté marketing, non ? Et le blog étant un extraordinaire outil de réseautage en ligne, il vous aidera également à rentrer en contact avec les personnes qui ont des intérêts similaires aux vôtres : des « collègues », des partenaires, des passionnés, et bien entendu… Des futurs clients.

En pratique ? Vous [créez un un blog chez WordPress.com](http://fr.wordpress.com/signup/) ([c’est tout simple à utiliser](http://climbtothestars.org/archives/2006/07/20/bloguer-avec-wordpress-cest-facile/)), [ouvrez un compte chez Flickr](http://flickr.com/signup) ([attention à la prononciation](http://climbtothestars.org/archives/2006/09/10/flickr-ca-se-prononce-comment/)) pour héberger vos images ou photos (peu importe le domaine dans lequel vous vous lancez, il y aura des illustrations d’une façon ou d’une autre). Le compte illimité chez Flickr coûte $ 25, utiliser son propre [nom de domaine](http://gandi.net/) pour son blog $ 10, et avoir un look personnalisé pour son blog (autre que la cinquantaine de mises en page disponibles gratuitement) $ 15, mais tout cela est optionnel.

Donc, pour pas un sou, vous pouvez avoir entre les mains un outil de communication marketing très puissant. Il « suffit » de l’alimenter !

*Petite page de pub — et très franchement, je n’ai pas commencé à écrire cet article avec l’idée de finir comme ça, du tout. L’utilisation de base du blog, d’un point de vue technique, et simple. C’est une chose qui fait sa force. Les difficultés qui peuvent se présenter sont d’ordre rédactionnelles et culturelles. Il est possible et réaliste pour quelqu’un qui se met à son compte d’apprendre tout ça sur le tas. Si votre temps est compté, par contre, ou si vous désirez vous donner les moyens de tirer le maximum de profit du média conversationnel qu’est le blog, cela vous tout à fait la peine d’investir une partie de notre budget marketing dans [une formation à cet outil](http://climbtothestars.org/archives/2006/11/26/video-necessite-dune-formation-blogs/). Dans ce cas, bien sûr, vous savez [à qui vous adresser](http://stephanie-booth.com/contact/) : c’est tout à fait le genre de chose que je fais. Fin de la page de pub !*

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