Koja: Enterprise Employees write blog with blog marketing

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A few days ago with everyone to share a business with blog marketing One of the boss to write a blog, this article is well recognized, today continue to discuss with you a blog in the enterprise marketing another use--encourage employees to write blogs, enterprises to encourage employees to write blogs through the staff's mouth, Show the human nature and warmth of the enterprise, content can be around the enterprise life, culture to write, such as the work of dribs and drabs, so that from another perspective to show the culture and values of enterprises, in addition to the enterprise staff to build a bo, so that can drive the enterprise's brand and visibility, establish the image of the enterprise.

In the eyes of Wall Street analysts, who is Microsoft's best credit person? No, no! At the critical moment, what they believe most is the name of Robert. Scoble (Robert Scoble). Robert。 Scoble to win the trust of Wall Street. It's his blog. More than 4,000 blogs and more than 1000 websites have links to his blog, and tens of thousands of people subscribe to his blog. Watch him talk about the whole High-tech circle happened, but the main thing is to listen to his story in the corner of the Microsoft Empire and comment on Microsoft's gains and losses. He even discussed how to split Microsoft in his blog. And it was this just and fearless attitude that established his personal credibility.

When outsiders lose faith in Microsoft, it's Robert. Scoble to get everyone to know Microsoft again. It was predicted that Scoble's blog would be worth at least millions of dollars to Microsoft's propaganda effect. In Scoble view, employee blog for the promotion of the company's products have the following role: "The establishment of personal blog, can let the company on the global platform and users to share ideas and information, for product development and improvement, has a very important role." ”

When asked how blogging works from the company's perspective, Scoble said: "An influential blogger should share information with its readers, and it must be unique and authentic." U.S. presidential candidates also have their own blogs, but these blogs are commissioned by their advisory board to write, it is difficult to express the true meaning of the candidates and ideas, so the effect is very general. ”

He thinks that if the company wants to use the blog to do propaganda, it must first make the reader aware that the blog is from the real person and deliver valuable information, before you can pass on your product information. Even so, the reliability and authenticity of information is fundamental. Second, blogs need to really reflect other people's views, even if they deny your company and products. When the reader realizes that you are listening to their opinions, the harsh sounds will automatically disappear.

"My blog has so much influence, and my colleagues and leadership support is inseparable." Colleagues, including CEOs, are important readers of my blog, and we influence each other. For example, on one occasion, MSN Research and development team in the morning on my blog to see a message about MSN vulnerabilities, in the evening, they repaired it. "Scoble said.

If Scoble is a spontaneous advocate for Microsoft, then the U.S. General Motors is actively using the blog for their own momentum. Bob, vice chairman of General Motors, USA, January 2005. Ruz opened his blog website--fastlane. Topics focused on automotive design, new products, corporate strategy and so on. The blog has a daily view of up to 5000 people, with 60 to 100 comments on each topic. The main reason for the popularity of Fastlane blogs is that Ruz sincerely deals directly with articles that have negative reviews of GM. Although some people doubt whether every article is from Bob. Ruz's hand, but customers, industry analysts, traditional media or Fastlane blog to give a high rating, because GM is the only one willing to let customers public feedback of the car company, GM has gained a very high reputation.

Through blogging, GM managers can express their views in their own language, without filtering by anyone, and listen directly to people who are enthusiastic about GM. Ruz repeatedly stressed in his blog that GM welcomed criticism.

Employees Write blog Your guidance, supervision, guidelines three principles

1. Executives have opened blogs to channel staff sentiment.

2. Regular information monitoring of staff blog, unified Management: can use the external professional Network information monitoring company, through the staff blog, message board and network forums and other types of network interactive community monitoring, to collect a variety of sensitive words, so that can be dealt with in a timely manner. Once there is a hint of a crisis in employee blogs, companies should take immediate action.

3. Effective guidance to employees so that employees blog as part of the corporate culture.

IBM, the blue giant, has actively encouraged its 320,000 employees to use blogging tools, and has offered to open up blog space for their employees, encouraging them to focus on their camping site. Over the past 18 months, the blue giant IBM's internal blogging service has grown to nearly 9,000 registered users. Externally, IBM also opened more than 20 blogs on the topic of various developer centers. The internal and external blog sites of these companies are uniformly managed by the relevant departments within IBM. The IBM Blog provides a focus on how employees should use blogs and how to keep a balance between blogging writing and work. Employee blogs should add value to IBM's business and not be able to publish Re-invest company policy and management comments. If you mention IBM-related jobs, employees must use their real names to clearly identify themselves and their jobs in the company.

Second, employees who talk about IBM on their blogs ask them to use their best judgment and make it clear that their views and opinions represent only themselves, not IBM's official views. More important

Yes, employee blogs should avoid disclosing the company's intellectual property information and should not be mentioned without the consent of users, collaborators and suppliers.

IBM Outstanding Staff Blog Management, not only for all staff to provide a full expression of ideas and opinions of the space, timely and effective to channel some of the employee's bad feelings, and guide the Clear blog principles and let employees know what they say when they must comply with

Observe the yardstick and principle. It is this yichi management rule that makes IBM's huge number of employee blogs not a crisis fuse, but a good promotion of internal communication.

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