News from LeWeb3 [en]

[fr] Je suis à la conférence LeWeb3, et pour une fois, je ne suis pas en train de bloguer les sessions. Je suis ici pour une autre raison: entamer des discussions avec des sponsors potentiels pour la conférence-événement que j'organise début mai. Je vous dirai plus à ce sujet dans un futur billet, mais si vous me voyez au Web3, n'hésitez pas à venir me demander, je vous en parle volontiers!

This is going to be a quick and dirty posting. Lock up your sheep and warn Grandma.

The reason you haven’t seen much liveblogging from LeWeb3 is that I haven’t really been attending the sessions. To be honest, not many seemed that interesting to me (I’m aware, this year, that I’m not the target audience, so that’s OK with me). But aside from that, this is the first time I’m coming to an event with an explicit goal other than “watch interesting talks” and “catch up with friends and make new ones”.

Remember, some time back, when I told you I was starting a company? Well, things are starting to warm up and take shape. I’ll blog about it in more detail (probably on the train going back home this evening), of course, but here’s a tidbit for those of you I haven’t yet had a chance to speak about it directly.

LeWeb3 2007 marks the beginning of my discussions with companies interested in sponsoring the event that I will be holding early May. And so far, honestly, I’m really excited about how people have reacted (potential partners and attendees). But as I said, more details in a bit.

Back to LeWeb3: first of all, I’d like to say I wasn’t really planning on attending as I had been quite disappointed with last year, but following the nasty things I said about the event last year, Loïc kindly invited me to come and see for myself that he wasn’t going to do “les mêmes conneries” twice in a row (his words) ;-). So, thanks for the invite, and here are a few complaints and praises.

  • The wifi was flakey yesterday, though not as bad as last year. I had a bit of trouble logging on right now, but finally made it. – The food is delicious, as it was last year. I think a buffet for lunch is a really good idea.
  • I didn’t like the first rows being reserved for the press — it did eliminate any impulse I might have had to liveblog.
  • I like the venue. The lobby is arranged carefully, with enough small tables to fill in the empty space and encourage people to congregate.
  • Shuttle bus: great. Really.
  • Badges with information printed on one side only. Really. Stop doing that, conference organisers. Specially if the hangy-thing for the badge is meant to swirl around.
  • Good to have video of talks in the networking area. I can write this post and keep an eye on it so I don’t miss Doc Searls. (You don’t want to miss Doc. Or David.)

Don’t hesitate and come up to speak to me, specially if you’d like to sponsor my event (I’ll tell you all about it). I’m not suffering from conference overload and oversocialisation right now and quite happy to network and chat.

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, incontournable et en plus, disponible gratuitement en ligne
  • Naked Conversations, 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, pour une introduction générale au phénomène et à son histoire
  • Blogueur d’entreprise, 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:

En français:

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

BlogTalk 2008 Proposal — Being Multilingual: Blogging in More Than One Language [en]

Here’s the proposal I just sent for BlogTalk 2008 (Cork, Ireland, March 3-4):

The strongest borders online are linguistic. In that respect, people who are comfortable in two languages have a key “bridge” role to play. Blogging is one of the mediums through which this can be done.

Most attempts at bilingual (or multilingual) blogging fall in three patterns:

  • separate and independent blogs, one per language
  • one blog with proper translation of all content, post by post
  • one blog with posts sometimes in one language, sometimes in another

These different strategies and other attempts (like community-driven translation) to use blogging as a means to bridge language barriers are worth examining in closer detail.

Considering that most people do have knowledge (at least passive, even if incomplete) of more than one language, multilingual blogging could be much more common than it is now. The tools we use, however, assume that blogs and web pages are in a single language. Many plugins, however, offer solutions to adapt existing tools like WordPress to the needs of multilingual bloggers. Could we go even further in building tools which encourage multilingualism rather than hindering it?

Extra material:

I’ve gathered pointers to previous talks and writings on the topic here: https://climbtothestars.org/focus/multilingual — most of them are about multilingualism on the internet in general, but this proposal is for a talk much more focused on blogging. Here is a video of the first talk I gave in this series (by far not the best, I’m afraid!) http://video.google.com/videoplay?docid=2096847420084039011 and which was about multilingual blogging — it can give you an idea of what this talk could look like, though I’ve refined my thinking since then and have now fallen in the grips of presentation slides. I also intend to base my talk on real-world examples of what bloggers are doing in the field.

Please don’t hesitate to get in touch if you would like more details for evaluating this proposal.

We had a long discussion on IRC about the fact that the submission process required a 2-page paper for a talk (in all honesty, for me, almost the same amount of sweat and tears as preparing the talk itself — I’ll let you figure that one out yourself). BlogTalk is a conference which aims to bridge the space between academics and practitioners, and a 2-page paper, I understood, was actually a kind of compromise compared to the usual 10-15 page papers academics send in when they want to speak at conferences.

The form was changed, following this discussion, to make the inclusion of the paper optional. Of course, this might reflect badly on proposals like mine or Stowe’s which do not include a paper. We’ll see!

I’ll also be speaking on structured portable social networks during the workshop on social network portability, the day before the conference.

Du lavage de linge sale en ligne [fr]

[en] Nearly two years ago, I did a piece for a paper magazine on blogging, Netizen. I still haven't been paid, and I'm not the only one to have this kind of complaint towards the company Pointblog's CEO, Christophe Ginisty. I think that there are circumstances, when you're wronged, where it's legitimate to use blogging to expose what has happened -- against popular ethics which discourage you from washing your dirty linen in public.

“L’affaire” Ginisty-Pointblog, dont j’ai l’honneur d’être une des victimes, refait surface avec la fermeture de Pointblog. J’attendais que Chryde nous raconte sa version des faits, après les quelques mots de Gilles Klein à l’adresse précédente, la “défense parfaite” de Ginisty, le lavage de linge sale de Cyril Fiévet il y a déjà longtemps de cela, pour faire un petit dossier récapitulatif sur ce qui a été dit.

Mais je les entends déjà, les bien-pensants: “laver son linge sale en public, c’est pas beau!” “citer des extraits de conversation privée, ça se fait pas!” “arrêtez d’étaler cette vilaine histoire sur vos blogs!”

Oui… oui. Oui mais. Quand il y a un conflit, et que la discussion n’est pas possible avec l’une des parties concernées… qu’est-ce qu’on fait? Eh bien, quand il s’agit d’argent, par exemple, on fait des procès. C’est public, les procès. Salement public.

En ce qui me concerne, on ne me doit “que” 1050€. Je suis une petite joueuse à côté d’autres lésés, j’en ai bien conscience. 1050€, c’est quand même une somme, pour moi. Cela représente près de la moitié de mon budget mensuel. Bah, j’ai appris à vivre sans, depuis le temps (bientôt deux ans!) que j’attends cet argent, envers et contre tout. Mais je peux vous dire qu’en temps de vaches maigres (comme ces jours) j’y repense, j’y repense.

1050€, il n’y a pas de quoi aller s’amuser à faire des frais d’avocats pour ça. Surtout si on habite en Suisse, et que le débiteur est en France, lui. Ah, s’il était en Suisse! Un petit commandement à payer, et voilà, le tour est joué. Mais en France, c’est pas si simple, à ce qu’il paraît.

Donc, nous y arrivons, au linge sale sur les blogs. Parce qu’un blog, comme je le dis souvent, ça peut être utilisé pour trois fonctions principales: partager, informer, dénoncer. Oui, dénoncer.

Alors non, en effet, ce n’est pas très beau de laver son linge sale en public. Mais c’est pas très beau non plus de mener les gens en bateau, de faire des promesses qu’on ne tient pas, de les laisser dans le noir, avec (probablement) l’espoir qu’ils se lassent. Au risque de passer pour hargneuse (je veux bien assumer), je ne vais pas me la coincer.

Mais il y a des circonstances, où, merde, on a bien le droit d’utiliser son blog pour parler de nos mésaventures et montrer du doigt ceux qui nous font des sales coups. Il faut assumer les conséquences, ensuite, bien entendu. Comme dans “la vraie vie” (que je déteste ce genre de distinction), quand on dénonce, on court le risque de s’en prendre plein la figure. Eh bien soit. Christophe Ginisty ne va certainement pas apprécier que je le montre du doigt, ou que je rapporte des choses qu’il m’a dites (il m’a quand même fait l’honneur de 2-3 conversations par chat, figurez-vous!). Peut-être m’écrira-t-il (enfin! depuis le temps que j’attends un signe de sa part!) comme à Chryde, pour me menacer ou m’expliquer encore à quel point il est la victime dans cette histoire.

Peu importe. J’en ai ma claque. Pour le billet plus long, mesuré, avec citations et tout le toutim, il faudra repasser dans quelques jours/temps. Ou pas — on sait jamais, avec ces satanés blogs, si et quand on écrira ce qu’on a l’intention d’écrire. Donc au cas où (et si vous voulez prendre de l’avance et vous faire votre propre opinion), voici ma petite collection de liens sur cette triste histoire.

Ridding WordPress Plugins of Template Tags [en]

[fr] Cet article décrit une méthode permettant de se défaire des "template tags" qu'utilisent certains plugins. Plutôt que de copier le fameux template tag à 3 endroits différents dans son thème (comme c'était le cas auparavant pour Basic Bilingual), il est possible de modifier à peu de frais un plugin pour qu'il injecte automatiquement son contenu dans le blog.

If you’re like me and use a bunch of plugins to liven up your WordPress blog, you’ve probably noticed that adding template tags in your favourite (or favourite-of-the-week) theme files can quickly become a royal pain in the neck.

One of the things I wanted to do with Basic Bilingual, and which I did with the last release, was make the plugin inject the text for the “other excerpt” (the French text you can see at the top of this post) automatically into the templates and feeds.

Once I’d figured out how to do that, I realised I could modify other plugins, too. And I’m going to tell you how you can do it, too. This method should work for any plugin which generates a template tag, as long as you want the content generated by the plugin to go immediately after or before the post content. (I’m still working on advanced rules for cases where you want to make modifications elsewhere in the template.)

Christine‘s Inline Tag Thing put me on the track (thanks!), as it does just that. Here’s the trick:

  1. create a function which concatenates (= “adds”) the plugin output to the content
  2. add an action hook to the plugin to apply that function to “the_content”.

Fear not, I’ll explain all. You don’t need to really know much PHP to do this, as long as you’re comfortable wading through a bit of code and copy-pasting stuff and making a few small modifications.

Let’s take an example: the Similar Posts plugin, which I’m now using to point out posts related to the current one (normally, in a box at the top of the post if you’re on the website, and as a list at the end of the post if you’re reading the feed).

Similar Posts provides a template tag, <?php similar_posts(); ?>, which you can paste in your template where you like the related posts to appear. Personally, I want them to appear on the main blog page, on the individual archive pages, and on the monthly, category, and taggy archive pages. This means I need to paste the tag into at least 3-4 different template files. And if I decide that I want the tag at the top of the post rather than the bottom, or I decide to remove it, there I go again. Not optimal.

So, here’s how I made it “better” (for me):

A. First, I looked at the plugin code to figure out where the template tag function was; in this case, quite easy, it’s the function called similar_posts(), logically. Here are the last two lines of this function, which do the actual data output:

print $result;
if (defined('POC_CACHE')) print $cache_time;

I changed them to:

return $result;
if (defined('POC_CACHE')) return $cache_time;

So that they didn’t print directly (ie, output text), but just return the value of the data we want to insert.

Then, I created the following function:

function sp_embed_similar_posts($content) {
    $content = similar_posts() . $content;
    return $content;
}

This function takes one parameter ($content), and sticks the output of similar_posts() in front of it. Now you see why we needed to change the other function so that it didn’t print. We’re just modifying the value of the $content string. This new function returns the modified value for the content (in our case, imagine it as being the content of your post with the code for the similar posts listing stuck in front.

Now all that is left to do is to tell WordPress to actually use that function at some point (plugins are usually a collection of functions, followed by a series of “hooks” which actually execute the functions at certain chosen moments). Here’s the action we’ll use:

add_action('the_content', 'sp_embed_similar_posts');

Try it!

This will also add the list of similar posts to the feed.

So, in summary, here is what we have done:

  • modified the template tag function so that it returns a value instead of printing it (in some plugins, you’ll find a function that already does that!)
  • created a function to stick that value on the beginning or end of a parameter, $content
  • add an action hook on the_content to execute the function.

Happy hacking!

Basic Bilingual 0.3 for Multilingual Blogging [en]

[fr] Une mise à jour de mon plugin "Basic Bilingual" qui permet de rendre WordPress bilingue. Modification majeure: il n'y a plus besoin de bidouiller son template pour faire apparaître l'extrait du billet dans "l'autre langue". Par contre, c'est toujours nécessaire pour rajouter les attributs lang.

Long overdue, an upgrade of my plugin Basic Bilingual. Grab the tgz archive or check out the code.

Some explanations. First, you all know of my long-standing interest in all things multilingual and in multilingual blogging in particular.

Years ago, I switched to Movable Type and then to WordPress because I was blogging in two languages. Movable Type allowed me to assign more than one category to each post — so I used two huge categories, fr and en, to indicate what language I was blogging in. This soon made the rebuilds a real pain in the neck, and WordPress allowed me first of all to happily hack it into being multilingual, and then actually write a plugin to do it in a cleaner way. The plugin hasn’t changed much since, and this upgrade isn’t a major one, but it’s a step in the right direction.

Ideally, I’d like people to be able to use the plugin without having to modify their templates at all. I’d also like the plugin to allow filtering out one language if that is what the reader desires. I still hope that WordPress will one day “see the light” and let us define language at post-level (Matt saw the light for tagging ;-), so I do have hope). By the way, I stumbled upon this Ajax Language Switcher for Basic Bilingual earlier today, and it will probably greatly interest those courageous ones of you who tend to have translations of each post or page.

Back to the plugin. It installs normally (unzip everything in the /plugins directory). If you’re using other languages than French and English, you’ll have to manually change the language codes in the plugin file (not very difficult, you don’t have to know PHP to do it; just look for “en” and “fr” and put the language codes for your languages instead).

I’ve fixed an annoying problem with slashes that popped up at some point (somebody else gave me the fix, but I can’t remember who — let me know!).

But most of all, I’ve made the “other language excerpt” appear automatically in the post content. Yes, you hear me: no need to add <php bb_the_other_excerpt(); ?> in your templates anymore. Yay! Added bonus: it will show up in the feeds, too — for that reason, I’ve added a text separator between the excerpt and the post so that there is a separation between the languages.

Basic Bilingual in Google Reader

Obviously, you’ll want to hide these separators and style your posts a little. Here is roughly what I’m using right now:

.other-excerpt {
font-style: italic;
background: #fff;
padding-left: 1em;
padding-right: 1em;
border: 1px solid #ccc;
}

.other-excerpt:lang(fr) p.oe-first-child:before {
content: "[fr] ";
font-weight: bold;
}

.other-excerpt:lang(en) p.oe-first-child:before {
content: "[en] ";
font-weight: bold;
}

.bb-post-separator {
display: none;
}

div.hentry:lang(fr) .entry-title:after {
    content: " [fr] ";
    vertical-align: middle;
    font-size: 80%;
    color: #bbb;
}

div.hentry:lang(en) .entry-title:after {
    content: " [en] ";
    vertical-align: middle;
    font-size: 80%;
    color: #bbb;
}

Now, notice there is fancy stuff in there which relies on the lang attribute. If you’re mixing languages on a page, you should use the lang attribute to indicate which language is where. This means (unfortunately, until I become buddies with PHP’s ob_start() function) that you need to touch your template. It’s not that hard, though.

Find the outermost <div> for each post in the template (it should have the CSS class hentry, by now). Add this inside the tag: lang="<?php bb_the_language(); ?>". Do so on every theme template which produces posts. With the Sandbox theme, it would look like this:

&lt;div id=&quot;post-" class="" lang=""&gt;

That’s it!

If you’re using this plugin, please leave a link to your blog. I’m also always interested in hearing of other examples of multilingual blogging or multilingualism online.

Tags and Categories, Oh My! [en]

[fr] Il est temps de faire de l'ordre dans les catégories de CTTS. Je veux en garder 20-30. Vos suggestions sont les bienvenues.

The time has come. WordPress now has native tagging. I’ve imported my old tags and my even older keywords (yeah, even though tags and keywords are slightly different… what the hell). I’ve created an index page for my tags and an index page for my categories. Go and look, then come back.

So, what do you think?

I think the “tags” page looks pretty good (just needs a little CSS fixing so that the huge tags don’t prevent you from clicking on the smaller ones they hide). I mean, it’s a sprawling mess, but that’s what a tag collection should look like. Later, I can add fancy stuff like related tag clouds in the sidebar, or something like that.

But my, look at that listing of categories. It’s a huge sprawling mess, and it shouldn’t be. It should be a concise listing of rather widely defined areas I write in. Not easy. So, dear readers, I’m going to ask for your help.

See, I’ve installed this neat plugin, Tag Managing Thing, which does a lot of what I was dreaming up for a possible future version of Batch Categories. Well, one thing Tag Managing Thing doesn’t do which Batch Categories did, was to assign posts to categories and remove them. Tag Managing Thing only deals in organising tags and categories — including converting one into the other. Update: Rob Miller has a Batch Categories plugin which should do the trick. I can’t remember if he used any of my work or started from scratch, but in any case, it looks very much like what I had dreamed up for it 😉 [/update]

So, here we go. I want to keep — oh, let’s be reasonable — maximum 20-30 categories. (I’ll convert the rest to tags.) Some of the new or obvious ones will remain: Events, Youth, Social Software (maybe Social Tools?), Languages… Here’s what we’ll do. I’m going to write a list of categories at the bottom of this post, and I’ll keep modifying it until it looks reasonably good. I’ll be (heavily) relying upon your input for this. Thanks in advance. I really don’t think I can do this alone.

New categories for CTTS:

  • Events
  • Languages
  • Youth
  • Blogging
  • Technology
  • Social Tools
  • Travels
  • Livre (the book)
  • …

Please leave your ideas in the comments! The category index handily gives a post count for each category or subcategory.

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) in particular for making this happen. I also appreciated having Stefan Bucher 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”. 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, 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 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.

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?