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Archive for January, 2005

How Do You Advertise a Blog Inside Your Company?

Posted on January 31, 2005 by Roland

Your company might be using an expensive piece of software to manage all its documents, which can index everything it is fed up with. But if you’re working for a small company, this kind of solution is not affordable.

For example, imagine a midsize company having several hundred employees spread all around Europe. One of its subsidiaries, or even one employee, decides to create a blog to manage a project, such as describing the different sports the employees are practicing.

This person might start by writing about his love for horseback riding or for rollerblading, but how will he tell other employees about the existence of his blog?

The answer is simple: it will be tough.

As this blog is located on the company’s intranet, traditional search engines will not find it — in most cases.

The employee, or the team, might be tempted to install a desktop search engine, such as the ones provided — for free — by the likes of Google, Yahoo! and others. These tools are indexing everything that resides on your hard drive — but also on your local network.

This kind of tool will find your blog, but also your last expense report or an old joke you sent two years ago to a friend outside your company. And your boss will also find these gems, which is not exactly what you wanted in the first place, right?

So, how is it possible to create some buzz around a blog behind your company’s firewall?

As Dan Gillmor, the former columnist about technology at the San Jose Mercury News, often said, I’m sure that collectively my readers know many more things than I do.

So, if you’re writing a blog inside your company, what kind of strategy do you use to be sure your blog is known? You can either send me your suggestions directly — and they’ll stay anonymous — even if they become part of a future note aggregating them. Or you can post your comments below — but they’ll immediately become public. In both cases, thank you for your help.

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An update on Mark Jen’s blog

Posted on January 28, 2005 by Roland

Two days ago, I told you about Mark Jen, the Google’s employee who openly criticized his company, while using the blogging tool provided by Google (check “Mark Jen’s blog, (ex-future?) Google’s employee” for more.)

According to this article from CNET News.com, “Google blogger reappears, redacted,” Jen kept his job — and his blog , (ninetyninezeros).

In a note aptly named “oops!,” Jen acknowledges he put things on his blog that would never should have been posted there. So he removed some contents, while insisting he did it on his own initiative, and without any pressure from his hierarchy. He even writes that Google was “pretty cool.”

Anyway, in another more recent note, “what.. what would you say… ya do here?“, he says he’s an “associate product manager” for AdSense. And with his now usual candor — or irresponsibility –, he writes he likes his new job, even if he was reluctant in the first place to fill this position.

Even if this story has a happy end — at least for the moment — for Jen, don’t ever follow his example.

If your company has no clear policy about what employees can write during their free time, use common sense. And in particular, don’t criticize your company, its products or your boss.

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Mark Jen’s blog, (ex-future?) Google’s employee

Posted on January 26, 2005 by Roland

Mark Jen was working for Microsoft when Google decided to hire him. I thought it was quite difficult to get a job at Google, but apparently, their tests can help them to find talented developers, but not to catch “stupid” bloggers.

When he joined Google, Mark Jen started a blog — using Blogger, the blogging tool owned by Google — to criticize the policies of his new company. You already heard about bloggers fired because of what they wrote on their personal blogs, but it’s the first time I find such an example of irresponsibility.

I don’t know today if he has already been fired, but his blog, ninetyninezeros, is not always available. You can still read what he wrote on January 23, 2005, thanks to a cache from Yahoo!

Jen complains about being broke because Google didn’t give him any money in advance to pay for his apartment in San Francisco. He also writes that free meals and free in-house doctors and dentists on the Googleplex are just a way to force employees to work more.

He might be right, but using a tool provided by his new company to criticize it is totally wrong.

Just in case Google contacts Yahoo! to eliminate the latest notes on Jen’s blog, here are some excerpts — with their original typography, i.e. without any capital letters.

i realized the root problem was that google’s relocation process requires the employee to pay all the expenses up front and then get reimbursed for them later. that means you have to cover an apartment hunting trip, your final relocation, lease termination fees and temporary housing expenses all in advance. not to mention that they don’t pay out your signing bonus and relocation money until your first paycheck (which i haven’t received yet). finally, add in the fact that i had to put down two months rent as a deposit for my new lease, and i’m flat broke.

on the plus side, this first paycheck is going to be huge… (which unfortunately means i’ll probably end up getting taxed huge on it. doh!)

Jen even dares to compare health benefits offered by Microsoft and Google.

next, let’s look at the health care benefit provided. arguably, this is the biggest benefit companies pay out for their employees. google definitely has a program that is on par with other companies in the industry; but since when does a company like google settle for being on par? microsoft’s health care benefits shame google’s relatively meager offering. for those of you who don’t know, microsoft pays 100% of employees’ premiums for a world-class PPO. everything you can possibly imagine is covered.

It’s probably clear for you by now. If you want to blog about your company, don’t follow Jen’s example. His future at Google is probably limited — and with good reasons. I’ll come back soon on the subject of limits that any blogger should respect when he writes about his company — even if his company has no defined policies.

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Words — and images — are ‘heavy’

Posted on January 25, 2005 by Roland

When you publish a note, you probably don’t pay attention at how it is rendered. Please read your notes, preferably using several browsers. In particular, take note of the loading time for a total page to be displayed. If this time is too long, your readers might never come back.

Your company may have a broadband access to Internet, but the available bandwidth is almost always shared by lots of users, meaning that individuals may have a slow access to Internet.

Please follow these three tips to avoid that your pages, and in particular your blog’s home page, become ‘overweight’ (in bytes).

  • Depending on the size of your notes, leave only 5 to 10 notes on your blog’s home page; previous ones will still be available in your archives.
  • If you want to put images in your notes, choose a light format, such as the JPG format. And try to avoid any image exceeding a size of 50 kilobytes. If you want to show a high definition image, post a reduced version and a link to the larger one specifying its size.
  • Similarly, if you want to illustrate your note with a 20 megabytes movie describing your last product, post a link to the film and indicate its size.

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Jonathan Schwartz’s blog

Posted on January 22, 2005 by Roland

Here is one of the best examples of direct communication from an important executive. Jonathan Schwartz, president and COO of Sun Microsystems, a computer company with annual sales exceeding 11 billion dollars, opened his blog last summer.

He writes about the computer industry with an exceptional freedom. He already attacked Hewlett-Packard, one of its main competitors, blaming the company for its lack of vision. He also accused Red Hat, one of the major distributors of the Linux operating system, to lock in its customers by using a proprietary strategy.

Yesterday, he published on his blog an open letter to Sam Palmisano, IBM’s CEO. He says that many Sun customers would like to use IBM software on the latest version of Sun’s operating system, Solaris 10, but that IBM has not ported its software to this OS. In fact, he accuses IBM to force users to use computing platforms from IBM if they want to run DB2 or WebSphere. Here is an example.

We’ve repeatedly passed along customer interest in having IBM support Solaris 10 with WebSphere, DB2, Tivoli, Rational and MQSeries products. Customers have made repeated calls to you and your staff. Those same customers have now asked me to begin communicating with you in a more public and visible way - they’d like the choice to run IBM products on Solaris 10, and they’re feeling that your withholding support is part of a vendor lock-in strategy. A strategy to trap them into IBM’s proprietary Power5 platform only.

Frankly, that behavior is reminiscent of an IBM history many CIO’s would like to forget.

For more information, you can read this analysis by Peter Galli, published by eWEEK, “Sun’s Schwartz Calls Out IBM on Lack of Support for Solaris on x86.”

Finally, here is a link to the corporate page of Sun News. Depending on the moment you visit this page, you’ll see on the left column several links to other Sun’s employees blogs or only to Jonathan Schwartz’s blog.

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Check Your Text for Formal Errors

Posted on January 20, 2005 by Roland

Here is my first tip, and probably the most important: respect your readers. One of the best ways to show them respect is to provide them with a text with two correct attributes: spelling and syntax.

Remember that a company blog can be a sales tool, and that as a blogger, not only you’re are an author, but often the sole publisher.

Please also remember also that a blog, internal to your company or opened to the whole world, is always archived, with all the positive and negative consequences this implies.

Imagine for example you’re part of a team dealing with the implantation of a new factory within your company. As you don’t like the fact that you’ll have to use your own car to get there, you complain on the collaborative blog about this implantation. Some colleagues agree with you, some disagree. And you think the story is over.

But think twice. Maybe a new director will be named in three years, coming outside from your company. Before meeting you, he will search information about you. And what do you think will happen when he reads your old note filled with spelling errors? Good bye promotion!

What is true for an internal blog is obviously even more important when you deal with your partners and your customers. Do you really think they’ll trust your company if you don’t take time to respect them by writing correctly?

So, once again, please take an extra minute to ’spellcheck’ your note or comment before submitting it. This minute might save your job!

PS: even if I follow my own advice and use some tools to check what I’m writing, I still can do some mistakes: please let me know.

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Behind the Company Blogs

Posted on January 19, 2005 by Roland

Yesterday evening, I attended the “Blog and Companies” event organized in Paris by the “Behind the Blogs” team. And I was not alone. We were about 300 professional people coming from various industries, including marketing or advertising companies — and even bloggers.

If you know the blogosphere, search engines — and if you read French — you probably already found many comments about this event.

I just want to add a personal point of view, based on my professional experience. It was like attending a kickoff meeting for a project, or even a Steve Jobs’s keynote at MacWorld. Something was happening, even inside the French corporate world.

Let’s get back to the evening. Because of the usual French half-hour delay at the beginning, it lasted two hours. But after the formal meeting — sometimes not that formal, especially when Mena Trott tried to speak while looking obviously exhausted because of jet lag — this was really fun to talk with managers and executives about a media they don’t know how to control — yet. But they’re all eager to try it.

Finally, company blogs are a new phenomenon in France — and almost elsewhere in Europe. But take my word for it. Blogs are so easy to use and so cheap that your companies will start a bunch of them in 2005.

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Welcome!

Posted on January 17, 2005 by Roland

Here is the blog you were expecting for a while. It will be dedicated to all the possible usages of blogs by companies.

Before going further, why a company should use blogs in 2005? The answer is extremely simple: to remain competitive.

Depending on days, I’ll write about internal blogs used to manage projects or to motivate teams. You’ll also find entries about external blogs which will allow you to efficiently reach your customers and your partners as well as improve your products.

All these subjects will be covered under different angles: advises and tips, case studies, interviews, legal aspects, publication policies, etc.

I would like to end this brief introduction with a reminder. If you’re in Paris tomorrow, don’t miss the second edition of “Les Coulisses des blogs.” You still can register for this event focused on “Blogs and Companies.”

And just in case you want to know a few more things about your host, you can read my blog, Roland Piquepaille’s Technology Trends, or look at some more personal information.

Voici le blog que vous attendiez, exclusivement consacré aux utilisations des blogs en entreprise.

Tout d’abord, pourquoi une entreprise doit-elle utiliser des blogs en 2005? La réponse est extrêmement simple: pour être plus compétitive.

Selon les jours, je vous parlerai des blogs internes à une compagnie pour gérer des projets ou animer des équipes. Vous trouverez également des billets consacrés aux blogs externes qui vous permettront de dialoguer avec vos clients et vos partenaires ainsi que d’améliorer vos produits.

Tous ces sujets seront abordés selon de multiples angles: conseils et astuces, études de cas, interviews, aspects légaux, politiques de publication, etc.

Pour terminer cette brève introduction, n’oubliez pas la deuxième édition des Coulisses des blogs qui auront lieu demain 18 Janvier 2005 et dont le sujet est — les blogs en entreprise. Voici le lien pour vous inscrire.

Et au cas où vous aimeriez en savoir plus sur moi, vous pouvez lire mon blog consacré aux nouvelles technologies, Roland Piquepaille’s Technology Trends. Vous y trouverez également des informations plus personnelles.

Roland.

 

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