Have blogs become an essential business tool?

[UPDATE, April 24, 2009: Here is part of the answer: Fortune 500 blog more than expected.]

The abstract of Jeffrey Hill's MBA dissertation from November 2005 reads:

"(…) Although weblogs are being promoted as a potentially valuable business tool in the trade press and mass-market business literature, informal surveys suggest that only a small number of companies are actually using weblogs.

Reliable academic studies about the use of weblogs in business have yet to appear. This study aims to contribute to filling this research gap by investigating the attitudes and experiences of small business bloggers using weblogs as a marketing and communications tool. Qualitative interviews were carried out with fifteen small business bloggers representing a wide range of business activities.

The results indicate that weblogs are being used for many different purposes and that the bloggers believe them to be an effective marketing tool. However, this perception is based more on the bloggers' trust in the benefits of the medium than on any measurable ROI (return on investment).

Moreover, there is little evidence that dialogue is taking place with customers, although the literature tends to advance this dialogue as one of the main advantages of using weblogs. More research needs to be done to determine who is reading company weblogs and what their effect on consumer behaviour is. (…)"

I wonder if anything has changed since? The ROI debate is still very problematic. Then again, if we view blogging merely as taking part in conversation, do we ever measure the ROI on talking with people in the corridor, on the street or in the shopping mall?

What do you think? Have blogs become an essential business tool?

Into the mood

Marko Teräs about Moodstream, by Getty Images:

"(…) Moodstream,
which is basically a service where you can tweak different kinds of
buttons [which include moods] and the application offers you pictures
and music accordingly. As a concept, I think this is a neat way to
promote service provider’s image bank pictures and sound bank music by
creating this site to play with.

(…) I don’t believe that services like Moodstream can ever be a death of
creativity – that designers would just go there and let an application
decide for him what pictures and music to use. But maybe as an impulse
awakener this could sometimes be useful. (…)"

I agree, this could be a useful tool when preparing e.g. a presentation, a media production or for a brainstorm about design or branding.

As it happens, just yesterday we've started the process of creating – or rather "distilling" – Cluetail Ltd.'s corporate identity. I will be collecting examples of likes and dislikes over the coming weeks.

Since "human conversation" is a central theme to the new company, I've been collecting some imagery from Flickr, tagged "conversation", for inspiration. Now, Moodstream could perhaps help in this process, as well.

Any other useful tools for this purpose?

Dugg: ‘Bootstrapping Your Company’ | Greg Gianforte on IT Conversations

"(…) Traditional business models do not allow for enough time with the customer, and delay the sales process. The upshot of skipping established practices is that finding out feasibility of an idea is faster, plus the sales process starts sooner. (…)"

read more | digg story

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My top-8 podcasts of all times

Admittedly, I’m hooked on the Conversations Network :-)

In fact, surprised myself by having such a strong focus on technology in the top-3. But the truth is, these topics will have a huge impact on our future.

1. Pop!Tech 2004: Carolyn Porco, Cassini Science Imaging Team Leader: ‘Explorer’s Club’

"(…) Cassini Imaging Central Laboratory for Operations (CICLOPS) has been focused on Saturn since early 2004 as the Cassini spacecraft approached its orbit around the planet. (…) The icy moon Enceladus contains fissures that suggest tectonics, the south pole is especially warm and has signatures of organic material. (…) The other moon, Titan, is where the Huygens probe landed in January 2005. (…) the Titan moon may give us a significant glimpse of what the Earth was like before living organisms. (…) Lastly Carolyn shares some of her views on science and spirituality. (…)"

2. Pop!Tech 2004: Joel Garreau, Journalist, The Garreau Group: ‘Human Nature’

"(…) "Are we fundamentally changing human nature in our lifetime?" Joel Garreau thinks that yes we will be…over the next twenty years. What’s driving this? (…)" GRIN: genetics, robotics, Information and nanotech.

3. Tech Nation: Sandra Blakeslee, Contributor, NY Times

"(…) Dr. Moira Gunn speaks with NY Times contributor Sandra Blakeslee, about neuroscience, and how it is revealing how our brains map out our physical bodies. (…)"

4. Pop!Tech 2004: Ben Saunders, Solo Explorer

"(…) On his latest expedition in February 2004, Ben set out from Cape Arktichevsky in Northern Siberia in an attempt to be the first person in the world to make a complete crossing of the frozen Arctic Ocean in a 1,240-mile journey ending in Canada, solo and unsupported. (…) After experiencing first hand conditions described by NASA and Environment Canada as ‘the worst on record’, Ben has raised international awareness regarding the extent to which climate change is affecting the Arctic. He noticed conditions that were up to 15 degrees warmer than in 2000, and had to negotiate vast, unprecedented areas of thinning ice and open water. (…)"

5. Pop!Tech 2004: Doug Rushkoff: ‘Renaissance Prospects’

"(…) Douglas Rushkoff analyzes, writes and speaks about the way people, cultures, and institutions create, share, and influence each other’s values. He sees "media" as the landscape where this interaction takes place, and "literacy" as the ability to participate consciously in it. (…)"

6. O’Reilly Emerging Technology Conference 2005:
Chris Anderson, Wired Magazine: ‘Economics of the Long Tail’

"(…) he explores the economics of the long tail and shares his insight on the effects it might have on future business models. Chris discusses how distribution networks like Amazon, iTunes and Netflix have shown that the right side of the curve which forms millions of niches can be as big a market as the chart toppers. (…)"

7. O’Reilly Digital Democracy Teach-In:
Gatekeepers No More? The Grassroots Challenges the Journalistic Priesthood

"(…) Professional journalists have been the chief gatekeepers of news about political campaigns and governmental operations. That’s changing, fast, as the Internet and other technical tools open up a variety of avenues for other participants in the information process. (…)" With Dan Gillmor, Jeff Jarvis and Jay Rosen.

8. Pop!Tech 2005: Sam Harris, Author, The End of Faith: ‘The Future of Ideas’

"(…) Sam Harris debates many points relating to religion, particularly the dangers that can be brought about by religious extremists — in any faith — around the world (…)"

Runners-up:

Clayton Christensen, Professor, Harvard Business School: ‘Capturing the Upside’

"(…) Through his recent research, Professor Christensen has developed a set of theories to help guide managers as they seek to answer seven critical questions when trying to build new growth businesses, again and again: (…)"

Web 2.0 Conference: Lawrence Lessig

"(…) By presenting media remixing as the "creative writing" of the future he highlights the dangers of moving from a free culture where discussion and free speech are taken for granted, to a permission culture where permission to reproduce media messages will depend on the use of that media. (…)"

SDForum: Lawrence Lessig: ‘The Comedy of the Commons’

"(…) Lessig (…) charts a history of IP, which helps him highlight the difference between physical-property law, which can result in a tragedy of the commons, and intellectual-property law, which can result in a comedy of the commons. (…)"

Eben Moglen, Director, Software Freedom Law Center: ‘Freedom Businesses Protect Privacy’

"(…) Few, if any, presentations at conferences in the coming years will manage to combine the intellectual depth and delivery skills shown by Software Freedom Law Center director Eben Moglen in this penetrating analysis of privacy and technology. (…)"

Tech Nation: Dr. Steven Miles, Author & Professor, University of Minnesota

"(…) Dr. Moira Gunn talks to Dr. Steven Miles, the Minnesota MD who studied tens of thousands of documents released by the Department of Defense about US military prisons in Iraq. Included were those from the notorious Abu Ghurayb prison near Baghdad. What Dr. Miles found was extremely disturbing. (…)"

MeshForum 2005: Jamais Cascio: ‘Participatory Panopticon’

Jamais Cascio‘s ‘Participatory Panopticon’, a presentation at the
MeshForum 2005 Event held in Chicago, Il, May 1-4, 2005 and podcast via
IT Conversations, takes the "memory prosthesis" concept of Nokia
Lifeblog
a few steps further.

"(…) [S]elf-proclaimed freelance world-builder, [Jamais] has a bold vision for the future. He calls it the Participatory Panopticon, and it spells the end of privacy and the end of secrecy. While personal privacy is eroding, the ability of those in power to lie, cheat, and steal is also becoming increasingly impaired. (…)"

Tech Nation: Greenfield v. Kurzweil: ‘Biotech: Will it Save Us or Hurt Us?’

"(…) Baroness Susan Greenfield, Director of the Royal Institution of Great Britain, debates Ray Kurzweil, one of America’s most prolific inventors and a futuristic thinker in his own right. Will biotechnology save us? Or hurt us? (…)"

Pop!Tech 2005: Susan Blackmore, Author and lecturer: ‘Memes’

"(…) Memetics is an intellectually rich but controversial field which seeks to explain how our minds and cultures are designed by natural selection acting on replicating information, just as organisms evolve by natural selection acting on genes. (…)"

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Finland again most competitive

For the third year in a row, Finland ranks number one in the World Economic Forum‘s Global Competitiveness Report. The top-three remained unchanged from last year, with the USA ranking second and Sweden third.

All nordic countries placed themselves among the top-ten. "In many ways the Nordics have entered virtuous circles where various factors reinforce each other to make them among the most competitive economies in the world," said Augusto Lopez-Claros, Chief Economist and Director of the Forum’s Global Competitiveness Programme.

South-Korea was one of the steepest climbers, to the 17th position, from nr. 29 last year.

Capturables from ‘Moving experiences’

I had a closer look at Christian Lindholm‘s blog, ‘Moving experiences‘.

"The current look was designed by Sami Koskela, a very talented graphics designer living and working in Finland. He has a keen eye for details I greatly appriciate," Christian wrote when he started feeling comfortable with his new digital identity.

Here’s for some snippets of inspiration that I could draw from it at a glance:

1. Style. Page layout, visual brand elements, typography, colors, shades, photo sizes and  formats, use of space. ‘Moving experiences’ is elegant, fresh, light and delightful. (someone else mentioned this)

2. Structure. Top-level navigation is clear, logical and intuitive. Consistent horizontal page navigation with category symbols. I noticed that Christian uses a very limited number of category tags. While it does keep things simple, I’m not entirely sure if it’s the way to go.

3. Branding. ‘Moving experiences’ is a clear theme that reflects the owner’s personality and connects all content. Interestingly, the blog title differs from its domain name. On the one hand, this may seem confusing. On the other, it strikes me as modest and adding to the author’s credibility. It’s a trade-off, I guess…

4. Content. I caught myself drawn right into Christian’s blog, so I decided to compile a list of entries that I find worth capturing for possible future reference. And now that I feel reasonably up-to-date, I’d better code a blogroll in my sidebar to keep in the loop ;-)

So here comes my list of recommended reading on ‘Moving experiences’ (leaving out most of the family and play stuff):

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Christian Lindholm moves to Yahoo!

Christian Lindholm, mobile usability guru, inventor of the Nokia Navi-key, father of the Series 60 user interface, co-author of ‘Mobile Usability: How Nokia Changed the Face of the Mobile Phone‘ and driving force behind the "memory prosthesis" aka Nokia Lifeblog, is leaving the company after ten years, for a new position as Vice President of Global Mobile Product at Yahoo! inc.

Something had been in the air for a while…

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