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Archive for May, 2005

The — fake — Google blogging policy

Posted on May 30, 2005 by Roland

The Google Blogoscoped blog, which — obviously — covers Google, recently published “5 (Fictional) Rules for Blogging at Google.” As other corporate blogging policies, these rules are mostly based on common sense, even if this document is a parody.

For example, the rule number 3, “Don’t lie unless you have to,” states that a blogger at Google can lie if “the truth would take too long to explain.”

And here is the rule number 5 about Google’s competitors.

Google is the best there is at what we do. When you blog, do never praise any of our four main competitors, Yahoo, MSN, Ask Jeeves and Cool Site of the Day. While we’re not targeting a web monopoly, we do hope to get that 99% market share in 2013 to present as a gift to Larry when he turns 40.

Read the other rules for fun, but keep in mind that they’re not the real ones used at Google.

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Interview: Vincent Lauriat, from Microsoft France

Posted on May 25, 2005 by Roland

Vincent Lauriat is in charge of the online platform of Microsoft France for its communication department. And he started in 2002 to open blogs for employees of Microsoft France. You can discover these French blogs here or there. I wanted to know more about how Microsoft France has integrated blogs in its strategy of communication. So I spoke for about two hours with Vincent and you’ll find selected excerpts of this conversation below (in French).

Vincent Lauriat est responsable technique de la plate-forme on-line de Microsoft France au sein de la direction de la Communication. A ce titre, il a démarré les blogs externes des employés de Microsoft France dès 2002. Vous pouvez d’ailleurs les découvrir ici ou . J’avais envie de savoir comment Microsoft France avait intégré les blogs dans sa stratégie de communication. Vincent m’a accordé un entretien de près de deux heures et voici quelques extraits de cette conversation.

Roland: Comment avez-vous eu l’idée d’ouvrir des blogs pour les employés de Microsoft France?

Vincent: Cela s’est fait naturellement. Peu de gens le savent, mais Microsoft a toujours encouragé ses employés à communiquer en-dehors de la compagnie, depuis les forums de Compuserve et les groupes de Usenet. En 2002, un blog m’a semblé naturel et j’en ai démarré un, même si je ne suis pas très actif. J’ai ensuite encouragé quelques collègues à me suivre, mais le déclic a eu lieu en Octobre 2004 quand j’ai fait une présentation des blogs pour la direction Marketing.

Roland: Que s’est il passé à ce moment?

Vincent: Plusieurs chefs de produits ont décidé d’ouvrir leurs propres blogs, tels que Patrick Duboys pour Exchange ou Franck Halmaert, qui a créé un blog animé par XaMaLa, une mascotte pour certains des produits de communication de Microsoft.

Roland: Combien y a-t-il de blogueurs actifs chez Microsoft France?

Vincent: Il y en a environ une trentaine — sur un millier d’employés — qui utilisent une technologie Microsoft. Et il y en a une dizaine d’autres qui publient ce qu’ils veulent en-dehors de Microsoft.

Roland: Si je comprends bien, il n’y a aucune censure chez Microsoft France.

Vincent: Absolument aucune. Nous communiquons de différentes manières avec le monde extérieur et nous n’avons jamais eu par exemple aucun problème avec un employé envoyant un e-mail inapproprié. Pourquoi cela serait-il différent avec des blogs?

Roland: Pouvez-vous me recommander d’autres blogueurs de Microsoft France?

Vincent: Vous devriez lire les blogs de Christophe Lauer et de Laurence Ayache.

Roland: Par ailleurs, utilisez-vous des blogs de manière interne, pour gérer des projets par exemple?

Vincent: En fait, nous utilisons des technologies similaires, mais internes à Microsoft, pour gérer des mini-sites Web spécifiques à un projet.

Roland: Pour en revenir avec votre ouverture sur le monde extérieur, quelles en sont les retombées? Que pensez-vous des commentaires que vous recevez?

Vincent: Sauf exception, nos blogueurs n’attirent pas beaucoup de commentaires: environ un commentaire pour dix billets postés. Mais je voudrais ajouter que les blogueurs de Microsoft se sont prêtés au jeu et que tous leurs blogs sont ouverts aux commentaires. Et d’une manière générale, le ton des commentaires est plutôt agréable.

Roland: Comment envisagez-vous le futur?

Vincent: D’un point de vue interne, il devrait y avoir une fusion entre les groupes Technet et MSDN qui avaient tous les deux des blogs au niveau de la compagnie. Et d’un point de vue technologique, les flux RSS auront de plus en plus d’importance, quel que soit le standard retenu, que ce soit chez Microsoft ou ailleurs.

Roland: Merci Vincent.

[Vous pouvez également lire une autre interview de Vincent sur ce sujet, ” Blogs, entreprise et communautés : l’émergence d’un nouveau média ?.”]

 

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‘Le Monde’ looks at the blogosphere

Posted on May 21, 2005 by Roland

Today, the French newspaper ‘Le Monde’ decided to seriously look at blogs and its weekend edition contains a full page and three articles about them. Two of these articles are mostly about young people, but the third one is about how brands and advertising and PR firms are trying to use blogs — and how poorly they fare in some cases. Read more (in French).

En page une du Monde d’aujourd’hui (édition datée 22-23 mai 2005), vous trouverez une accroche intitulée “Les blogs, passion des adolescents.” Avec un tel titre, je craignais le pire. Mais la page 8 est entièrement consacrée aux blogs et comporte pas moins de trois articles sur le sujet, dont un sur les marques. Incidemment, vous apprendrez que la Commission générale de terminologie et de néologie recommande d’éviter l’anglicisme “blog” et de le remplacer par “bloc-notes” ou “bloc” si vous voulez faire court. Je souhaite bonne chance à cette commission.

Voyons maintenant le détail des différents articles du Monde de ce jour.

Dans “L’univers des blogs, ses habitants, ses rites, son langage,” Anne Ghiringhelli et Benoîte Jalet écrivent qu’il y a 2,7 millions de blogs en France. Elles citent Matthieu Paldacci, sociologue à l’Ecole des hautes études en sciences sociales (EHESS), qui pense qu’”on peut parler de réappropriation de la démocratie.” Bien entendu, cet article cite aussi les ‘usual suspects’ que sont Loïc Le Meur ou Cyril Fiévet.

Dans un entretien avec Pierre Bellanger, le président de Skyrock, celui-ci déclare que la génération des blogs, est “la première génération des natifs du numérique.”

Enfin, et c’est l’article le plus intéressant pour le thème de ce blog, Laurence Girard nous dit que “les grandes marques tentent, avec plus ou moins de succès, de pénétrer le monde des blogueurs.” Elle s’attache en particulier au cas du vrai-faux blog de Vichy sur lequel je reviendrai en détail prochainement.

[Note: Pour les non abonnés, les liens vers les articles du Monde mentionnés ci-dessus ne sont accessibles gratuitement que pendant une période de sept jours.]

 

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How will you find readers for your blog?

Posted on May 20, 2005 by Roland

OK, you’ve started a blog inside your company. Very good, but who knows about it? If you work for Microsoft or Sun Microsystems, no problem, you’ll be indexed. Similarly, if you work for a ten-person company, it will be easy to tell other employees about your blog. But imagine that you work for a European bank with multiple branches and dozens of intranets, how will you promote your blog?

If you’re in this situation and if your blog is hosted by your company, you are not — and you never will — part of the blogosphere.

In other words, the contents of your blog will not be available to search engines and to other tools specialized in blog searches. Neither Google nor Technorati will index what is hidden behind your company’s firewalls.

So how will you find readers for your blog? The best is to use old and proven recipes:

  • Talk about your blog with your colleagues around the coffee machine
  • Send e-mails to other colleagues you know, but are too far to share a coffee with you
  • Build your audience by using word of mouth
  • And above all, find a “champion” to stand behind your initiative, such as a high-ranked executive

Then, you’ll discover another blogger in your company, you’ll start a group, and one day, this group will include one hundred bloggers…

You also can download the latest free tool from Google, the “Google Desktop Search for Enterprise,” but use it cautiously. You might discover other blogs in your company, but you also will get access to non-protected documents — such as the next budget for your department.

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IBM’ers asked to start blogs

Posted on May 16, 2005 by Roland

As you already know, there are today more than 2,800 active internal blogs at IBM. But now, as Silicon Valley Watcher revealed last Friday in “Can blogging boost IBM’s revenues and reduce layoffs?,” IBM is asking its 330,000 employees to start blogs. And, as mentioned Neville Hobson in “IBM Creating an Army of Evangelists,” if only one percent of IBM’s employees are turning into bloggers, we’ll have to deal with more than 3,000 new blogs.

But this initiative is different from the ones at Microsoft or Sun Microsystems. IBM wants to promote individual initiatives. There will not be a single site referencing all blogs from IBM’s employees, at least in a first step.

Of course, IBM bloggers will need to follow some guidelines. And Jonathan Schwartz, the chairman of Sun Microsystems, immediately offered his help in this note (scroll to the end of it). He offered for free Sun’s blogging policy to IBM, which would only have to replace the word “Sun” by “IBM.”

Obviously, IBM didn’t accept cette proposal and published its own policy, “IBM Blogging Policy and Guidelines” (PDF format, 6 pages, 79 KB). You can read a summary of these rules on page two of this document, but you will not discover anything exciting. Like every big company these days, IBM is relying on its employees’ common sense.

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Rise of the Blogs

Posted on May 13, 2005 by Roland

Ed Cone lives in Greensboro, North Carolina, and is a journalist who writes an opinion column for the News & Record, the daily newspaper in his area. He’s also writing a blog for a very long time, EdCone.com and understood the power of blogs in politics almost two years before Howard Dean. He’s employed as a senior writer by Ziff Davis Media and wrote recently an excellent and very dense article for them, “Rise of the Blog,” in which he covers the use of blogs and wikis behind corporate firewalls.

As you absolutely must read Cone’s article, I will not even try to summarize it. But here are three real examples of the use — or not — of blogs and wikis in the corporate world.

Let’s start with Lucent Technologies.

At Lucent Technologies Inc., small workgroups have been using blogs and wikis since early 2004 for training and project management tasks, without the formal blessing of senior technology management. “People come to us with application needs, and weblogs allow them to publish and capture and record information in a useful way,” says Michael Angeles, an information specialist in the company’s library organization.

Here is another success story, this time from an hospital in Seattle.

At Children’s Hospital and Regional Medical Center, in Seattle, Movable Type blogging software from Six Apart Ltd. is used to manage an intranet that serves 3,000 employees. The software, which allows dozens of people to post news and updates to calendars, project pages, and policy documents without going through an administrator, or learning HTML, works better than an intranet built using Microsoft’s FrontPage, which it replaced, says Web services manager Christian Watson.

Even if these two short excerpts show that blogs and wikis can be successful inside a company, there are still some issues, mainly legal.

David Weinberger, a fellow at Harvard’s Berkman Center for Internet & Society and a coauthor of the marketing book The Cluetrain Manifesto, says public-facing blogs with voices that sound recognizably human will kill the “pompous and inhuman” tone used in much corporate-speak. But companies that blog are still bound by legal and regulatory constraints, and some observers aren’t convinced that the looser language inherent in blogs will allow them to say much more than they do today.

Hats off to Ed Cone for his reporting!

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An hospital uses patient blogs for its marketing

Posted on May 11, 2005 by Roland

An American hospital from North Carolina, the High Point Regional Hospital has asked his patients to start blogs. Of course, this is a way to help patients by giving them a way to speak publicly about their illnesses and treatments. But this operation has another goal, which is to create a blogging community that represents the whole area that the hospital serves, and obviously to promote the merits of this hospital. I must say that I don’t really what to think of such an initiative.

You’ll find more details about this marketing operation in this article from Health-IT World, “NC Hospital Tries Marketing with Patient Blogs.” Here is the introduction.

A North Carolina hospital is hoping to capitalize on the growing popularity of Web logs, or blogs, by turning a collection of first-person accounts of patient experiences into a marketing tool.

So far, five patients have started a blog. Here is the list of these patient blogs.

“What we hope to someday have is a blogging community that represents the whole of the community that we serve,” said the hospital’s marketing coordinator.

So what do you think of this idea?

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Hewlett-Packard is starting corporate blogs

Posted on May 9, 2005 by Roland

After trying some blogs on a small scale in November 2004, Hewlett-Packard (HP) is becoming serious. Several executives have now started their own blogs and one of them has even started a podcast. And right from the beginning, HP made a mistake. It deleted a negative comment. But HP heard the voice of the blogosphere and reinstated the comment after saying it was a good learning experience.

First, let’s go back several months ago. In August 2004, when Jonathan Schwartz, chairman of Sun Microsystems, wrote in a blog entry that HP-UX was a “dying” operating system, HP replied with a letter of its legal department asking Sun to remove the blog entry. Of course, Sun rejected the request. But in terms of strategies of communication, it was something like a fight between tools from the 19th and the 21st centuries.

Later, in November 2004, HP discreetly started some blogs: read for example “HP quietly begins Web log experiment.”

And last week, Steve Rubel and others announced the big news: “HP Execs Launch Blogs and Podcasts.” You can read for instance the blog of David Gee, Vice President of Worldwide Marketing, Software, Technology Solutions Group.

Apparently, HP wasn’t quite ready to face negative views and deleted the comment of one unhappy user. In “HP Gets a Clue,” Dan Gillmor writes that the outcome was positive: after deleting a negative blog comment from a reader, the company reinstated it.

And in this note, “Taking it on the chin,” David Gee recognized that HP — or himself — made a mistake.

We’re learning more and more about our customers every single day. Since I started to blog back in March, I’ve received comments posted online and eMail directly to me. Some are positive and some are negative. Earlier this week, an HP customer posted a comment about his experience upgrading a media center PC. His experience was not good and he let us know. We pulled the comment. This was a bad decision and we have reversed it.

HP, welcome to the blogging world!

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Interview: Marie Hulin, from UneInvitation.com

Posted on May 4, 2005 by Roland

Marie HulinMarie Hulin is the young creator of UneInvitation.com, a site dedicated to the management of invitations for specific events. Five months ago, she also started a blog to complement her e-commerce site, and she tells us what lessons she already learned I wanted to know more and had a long conversation with Marie (in French).

Marie Hulin est la jeune créatrice d’UneInvitation.com, un site dédié à la gestion d’invitations électroniques personnalisées. Mais elle a aussi créé un blog d’accompagnement de son site depuis cinq mois, et elle en tire déjà quelques enseignements. J’ai voulu en savoir plus et voici donc un échange avec Marie. Tout d’abord, Marie explique comment elle a eu l’idée d’ajouter un blog à son site de e-commerce et comment le site web et le blog sont devenus complémentaires.

Marie: Bonjour Roland et merci de l’intérêt porté au blog d’UneInvitation.com! L’idée d’ouvrir le blog d’UneInvitation.com à été le fruit de plusieurs étapes. Je connaissais bien le monde des blogs, ayant passé 7 ans aux USA (d’ailleurs je lisais déjà ton blog sur les nouvelles technologies, et beaucoup d’autres que je prenais en fait pour une prolongation mieux gérée de tous les forums “geeks”).

J’ai tout d’abord ouvert mon blog personnel l’année dernière (blog entièrement en anglais). Je pensais ne toucher que mon cercle d’amis et je n’avais aucune idée de la portée du référencement d’un blog. Je me suis vite aperçue de la facilité de gestion qu’offrent les plates-formes de blogs et de tout ce que l’on pouvait faire sans réelles notions de webmastering.

Lorsque j’ai ouvert UneInvitation.com, je cherchais un moyen qui sorte des sentiers battus pour communiquer avec ses membres. En même temps je manquais de visibilité produit. Il y avait une grande confusion sur les services proposés: même toi tu m’avais parlé de meetup alors que nos business sont vraiment différents! Mais tu n’étais pas le seul…

Alors je me suis remise en question: si personne ne comprend, il doit y avoir une erreur dans le message… La question qui se posait était: comment faire pour “évangéliser et expliquer le produit, le faire connaître, fédérer une communauté” sans parler de la problématique de la gestion du temps et de l’espace de stockage.

Par ailleurs mon produit n’est pas “palpable,” donc difficile à mettre en avant dans les magazines… Les journalistes sont souvent bien plus intéressés par mon profil entrepreneur (femme dans les NTIC, 7 ans à New York, World Trade Center, moins de 30 ans et créatrice d’un club d’entrepreneurs dont elle est la seule femme) que par un produit qu’ils avaient du mal à saisir…

Puis la France a découvert les logiciels et les réseaux sociaux… Puis j’ai rencontré Michel de Guihermier et tout a coup çà a fait tilt!

Le choix d’un blog s’est imposé de lui-même.

Il me permet par ailleurs de ne pas à avoir à faire appel à du codage extérieur pour intégrer le contenu. Je connais les délais d’intégration et je n’ai qu’une petite équipe qui ne peut pas passer du temps à gérer ce genre de changements “immédiats.” Le blog me permet de tout faire moi-même — et d’animer le site: astuces, questions support technique, nouveautés, etc. Avec un blog on communique dans l’instant!

Nous l’avons parfaitement intégré au site (comme le montre la page d’accueil uneinvitation.com) et complètement paramétré a nos codes couleurs. On peut d’ailleurs même se connecter sur uneinvitation via le blog! (Comme le trafic du blog bénéficie de la poussée des moteurs de recherche, il a fallu trouver un moyen de garder ces personnes en les redirigeant sur UneInvitation.com sans “choc”.)

[Note: Aujourd’hui, Marie nous dit ce que son blog lui a apporté, que ce soit par la réduction des questions au support technique, la plus grande visibilité par les moteurs de recherche, mais surtout l’amélioration des échanges avec les utilisateurs dUneInvitation.com. Elle nous livre aussi son point de vue sur l’utilité des blogs en entreprise.]

Roland: As-tu une idée du retour sur investissement au bout d’un peu plus de cinq mois d’existence du blog, que ce soit par augmentation du trafic ou des commandes sur ton site commercial?

Voici la réponse de Marie.

 

  • Moins de questions au support technique, [ce qui montre que] l’information recherchée est accessible plus facilement
  • Une augmentation du nombre des membres uniquement via le blog (hors marketing viral de la réception d’une invitation electronique par un ami)
  • Progression des membres d’UneInvitation.com de plus de 30% par mois
  • Une visibilité accrue sur les moteurs de recherche jamais égalée sur la totalité des mots clefs que nous avions définis
  • Une couverture média plus forte
  • Une compréhension des fonctionnalités du site plus intuitive

 

[Note: Marie donne également quelques chiffres à propos du trafic sur son blog, chiffres fournis par XiTi. Entre le 25 octobre et le 31 décembre 2004, son blog a reçu 1 011 visiteurs qui ont vu 3 542 pages. Et entre le 1er janvier et le 26 avril, ces chiffres sont passés à 28 132 visiteurs uniques et 55 741 pages vues. Autrement dit, une augmentation spectaculaire!]

Roland: Combien te coûte ce blog, que ce soit en temps ou en argent?

Marie: L’investissement en argent n’est pas énorme. Concrètement un abonnement à un blog pro Typepad est de $60 dollars/an.

C’est l’investissement en temps qui est important et en réflexion/stratégies. Il faut savoir que l’on n’arrive pas forcément sur votre blog par la dernière note et cela peut être déroutant.

Le challenge est de trouver un juste milieu pour ne pas “ennuyer les lecteurs récurrents” (les membres d’Uneinvitation.com) tout en rappelant QUI QUOI POURQUOI COMMENT dans chacune des notes, en illustrant les propos et en redirigeant où il faut, sans oublier de tisser des liens sur les notes précédentes ou sur des blogs que l’on aime :)

Le blog me permet aussi d’analyser par quels mots clefs les personnes arrivent, pour recentrer ma politique de tags sur le site en lui-même et l’adapter a ma façon d’écrire sur le blog.

Le blog permet tout sorte de créativité. J’ai créé la COMMUNAUTÉ des membres UneInvitation.COM (membre du mois, commentaires, Boris le stagiaire mascotte). Le blog “humanise” notre société et le côté humain est important!

Roland: D’une manière générale, que t’as apporté ce blog?

Marie: Il y a beaucoup de feedbacks de membres, ce qui montre qu’une vraie relation de confiance s’est installée. Il y a eu aussi des retombées immédiates, de l’aide et des idées! (il y a vraiment une communauté d’entraide). Et enfin, cela m’a permis de rencontrer d’autres blogueurs et de partager nos expériences!

Roland: Enfin, penses-tu que tout type d’entreprise pourrait utiliser un blog avec succès?

Marie: Contrairement a ce qui a été dit (ou mal dit lors de la conférence au Sénat), il faut laisser les RP donner les axes (sujets, tendances) d’un blog d’entreprise. Ils n’écrivent pas les notes bien sûr, mais ils conseillent.

Il faut rester vrai et positif (oui, c’est moi qui fait des fautes d’orthographe, je le reconnais) et garder une voix unique: je suis à la fois le marketing, les relations presse, le CEO et la voix du blog. L’autre voix est celle de mes lecteurs et membres.

En ce qui concerne l’utilisation d’un blog par toutes les entreprises, je ne sais pas. Ce qui est vrai pour UneInvitation.com ne l’est peut-être pas pour tout le monde.

Le vrai problème est la gestion de sa communication d’entreprise. Beaucoup de dirigeants sont issus de grandes écoles d’ingénieurs et ne découvrent que maintenant la communication, les relations presse (voir The Submarine par exemple). Il y a pourtant des évidences! Mais elles ne sont apparemment pas les mêmes pour tout le monde!

Le blog d’entreprise est un nouveau moyen de communiquer qui semble leur parler plus, parce que beaucoup pensent que c’est une “révolution technologique”, mais c’est faux c’est une révolution sociologique avancée.

Quand on fait l’effort de comprendre le monde dans lequel on évolue, on sait mieux comment communiquer avec lui.

Le succès est une notion subjective. Pour moi, je mesure le succès du blog d’uneinvitation.com à travers les objectifs que je m’étais fixés avec la création de ce blog et pas au nombre de lecteurs.

Roland: Merci beaucoup Marie.

 

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Commentaries about BusinessWeek and the blogosphere

Posted on May 2, 2005 by Roland

Last week, BusinessWeek’s cover story was about blogs (read “Blogs Will Change Your Business“). Henry Copeland, founder of Blogads wrote two long commentaries about this article. Obviously, Copeland believes in blogs — he’s living from them — but he’s not so sure that BusinessWeek understands them.

In “Business Week predicts corporate takeover of blogs,” he wrote that the title of BusinessWeek’s cover story should have been “Blogs will change OUR business,” because a large part of it is devoted to the impact of blogs on mainstream media and advertising.

Here is a short quote of the original article: “The big companies have what the bloggers lack. Scale, relations with advertisers, and large sales forces. They can use these forces to sell across all media, from general audience to bloggy niches.”

And here is Copeland’s answer.

This assumes, of course, that blog advertising is like advertising on MSNBC or BusinessWeek.com. Take it from somebody who registered the name “blogads.com” in March of 2002… it isn’t. If you think publishing has been transformed, don’t you think that its twin sister advertising is also being turned inside out? While traditional advertising is about megaphones and cheerleading, blog advertising is about conversing, listening as much as you talk.

The other Copeland’s commentary is focused on the relevancy of the cover stories of the magazine. In “Business Week’s cover: the kiss of death,” he gives several examples of previous covers of BusinessWeek, such as one from 1997 about how Netscape could derail Microsoft.

Here is the introduction of Copeland’s note.

Yesterday a friend who runs a hedge fund reminded me of the Wall Street maxim — “sell when Business Week’s cover says buy.”

Stephen Baker, one of the two authors of the latest BusinessWeek’s blog, Blogspotting, replied to Copeland in this note, “BusinessWeek cover curse?” Here is a short excerpt.

Could it be that we misread the phenomenon, and that blogs won’t even change business? Yes. It’s possible. But I’d say it’s only possible if you stick to a limited definition of blogs. If blogs are only the Weblogs that we currently know, all of them tied to today’s technology and social customs, then maybe many businesses will remain relatively untouched by them. But if you look at blogs, as we do, as a movement in networked self-publishing, and as a hothouse of tech innovation, I think it’s virtually impossible that this phenomenon won’t change business in a big way.

Do you agree with Henry Copeland or with BusinessWeek? Tell me what you think.

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