Those of us in the Client Success area at Compendium Blogware (as well as our entire organization) work hard and pride ourselves on our ability to work well together in order to ensure our clients are seeing ROI on their Corporate Blogs.  Every now and then, we do break out of the office for some team building.

Last week the Client Success team took a team trip to Oliver Winery, located in Bloomington, Indiana.  For those not familiar with the Indiana terrain, Bloomington is home to Indiana University, and is south of Indianapolis.

Client Success Team with Bill and Dennis in Oliver Vineyard
(Front Row: Dennis Dunham (Oliver), Chantelle Flannery, and Abby Brosmer-Rivera)
(Back Row: Loren Sandman (ICVA), Kristen Hanschu, Sarah Sedberry, Jeff Lefevere, and Bill Oliver (Oliver))

It was an experience none of us will soon forget, as we were taken on a personal tour of the Winery and Vineyard by Bill Oliver (Owner) and Dennis Durham (Winemaker), and treated to a fantastic dinner prepared by Oliver Winery's own Heidi, at the Oliver Farmhouse.

Our team was able to see how wine is made from start to finish at Oliver, complete with tours of their lab, tasting from the oak barrels, seeing them package the wine, to sampling their new line of Skydog

For those that are not familiar, there have been several commercials out recently promoting this new line of wines from Oliver.  There are several new aspects to Skydog for Oliver, including a twist cap (instead of the traditional cork), and a economical price of $7.50 a bottle.

Most endearing about this line of wines, currently involving a red, white, and rose, is the mascot.  To quote straight from the bottle...."Watch out…it's hard to resist a dog with a jet pack."

Dennis, Sarah, and Bill with the Skydog line


The day was a special one for all of us, and we could not be more appreciative to Bill and Dennis for their personalized attention and the patience to answer all our questions! We will not soon forget the experience and hope to plan a return trip soon.

Monon Coffee Company logoOn a day to day basis here at Compendium Blogware, I spend a lot of time with clients, working with them on template creation, content development for their individual blogs, question and answer periods, going over blogging metrics, etc.

Last week I had the pleasure of meeting with one of our original clients, Monon Coffee Company.

The Monon Coffee Company is located in Broad Ripple, IN, right off of Westfield Blvd.  They are the ideal (non-commercial) coffee shop, offering a relaxing, inviting, and warm atmosphere.   The barista's greet you when you walk in the door, there is ample comfortable seating - including stools right at the counter so that you can interact with the employees.  They also feature artists often so stop by frequently to see whats new on display.  For the technology obsessed, like myself, they do offer free wifi. 

I was impressed with William Powell, who is the owner, as well as, the author of their company blog.  He greeted every customer and took the time to chat with them.  He remembered every one of them, along with what was going on in their lives.  If you are looking for your modern day "Cheers" look no further.  Monon Coffee Company is the place you need to go.

While I was there, it was a hard choice to decide on what to have.  They offer everything from snacks, to treats, to smoothies, to (of course) coffee.   I was persuaded by John to try the daily special - The Zebra Mint Mocha.  A blend of crushed peppermint, white and dark mocha flavoring, milk, and coffee.  I had mine iced and it was just the right accent to go with the sunny afternoon.

When you get a chance, stop by and say hello to William and the gang.  Let them know if you've checked out their company blog, which you can do so here.







Charles Cooper at CNet's news.com website has a thought provoking article about commenter rights.  He mentions a blog post at Disqus' corporate weblog that proposes a bill of rights for comments.  Support for comments in business blogging software is important because it fosters one of the most important blogging benefits -- customer engagement.

I took a look at the list of rights he mentions, and while the question is interesting, I think that the scope of the rights as proposed verges on overkill.

A comment posting feature helps to encourage reader participation.  Where I think the commenter rights goes off the deep end is the implicit assumption the comment area is the sole venue by which the conversation must continue.  I think it is just one channel, and to make commenting as feature rich as proposed would turn a blog into a bulletin board where only one user is allowed to initiate a thread.

Rather than a complicated system of post, edit, track, and remove operations, backed with policies that determine whether an after-the-fact edit is OK, why can't we just live with a simple social contract?  A blogger shall allow comments from anyone.  A commenter is free to write what he or she wants.  Either party may delete the comment, but once the removal has been done, it's irreversible.  That saves the commenter from regret for posts written in the heat of the moment, and at the same time it prevents the airbrushing that Cooper worries about in his post.

In other words, the relationship between blogger and commenter is that of a host and a guest in a house.  The host invites guests, and has the right to dismiss them for bad behavior.

The question of comment ownership from a copyright standpoint is a bit tougher.  Of all the comments that I have left on blogs, I've never felt a sense of ownership in the sense that I thought a blogger would needto seek permission to republish my content.  If a reader is that passionate about retaining the right to determine whether the blogger can republish, he or she should probably write the comment as a full post on his or her own blog and then post a link in the comment section.

The level of discussion that the bill of rights has raised should give pause to companies rolling out a corporate weblog.  Let your readers speak freely and don't be too quick to decline comments.  Your customers may not always be right, but they are definitely worth listening to.

I am going to spend some more cycles understanding this aversion to leveraging Corporate Blogging or any other social media to drive business.

People often ask me what size businesses use Compendium as their Corporate Blogging platform.   Well...we are growing quickly and like all SaaS applications our software is used as a blogging platform in large enterprise organization as well as the smallest of small business.   They all have the same objective....drive engagement....I should say, drive measureable engagement.

Our smallest client is Lizann Brand of tiny Greenfield Liquors.   Here is a story told to me by one of our Account Managers yesterday:

"Lizan from Greenfield Liquors called this morning and she shared a great story with me.  This past weekend she had a customer from out of town stop by the store. He was from Toledo OH and was in town for the 500. He specifically wanted Absinthe – he found out that Lizan had the product at Greenfield Liquors because of her last blog post. Her blog post: http://greenfieldliquors.compendiumblog.com/blog/owners-corner/0/0/lucid-absinthe-is-at-greenfield-liquors I believe she said that it is $60 a bottle and he wanted 3 of them. Unfortunately she only had one in stock. I think next time she will stock up on a product before she writes a post about it!"


This is a three employee shop.  They use their blogs to win searches on various products with a local qualifier (she's in a suburb of Indianapolis...hence the 500)

She reads the Wine Speculator and posts on the products featured there...knowing that locally others are reading the same thing and then searching to find that specific product.    They also use the blogs for building up their email list and to solicit drink recipes & other content from their visitors.  They put very little time or effort into this.   From a pure ROI standpoint, Compendium Blogware is the most productive tool in her marketing arsenal.

Now more than ever small businesses are able to compete with larger organizations.  It is all about being found on the web.  The easiest way to be found on the first page of Google is by creating a blog.  A blog can help a business in a number of ways:

  • Blog software is easy to use. Simply write your thoughts, link to resources, and publish to your blog, all at the push of a few buttons. Blog software companies such as Compendium all offer easy blogging tools to get started.
  • Blogging is a low-cost alternative to having a web presence. For small business owners without the time to learn web html or the money to hire a designer/developer, blogging offers an inexpensive method to get your company's name out on the Internet.
  • Updating the weblog is a much quicker process than contacting a web designer with changes or doing the coding and uploading yourself.
  • Business blogs provide your small business with a chance to share your expertise and knowledge with a larger audience. A powerful benefit for consultants and knowledge workers.
This article by Darrell Zahorsky offers an insightful look into the world of blogging.  Whether you are in a company of 5 or 500, everyone stands on equal ground when it comes to the Internet.

In this case, "going to the dogs" turned out to be a good thing!

The New York Times is running a blog post about Galvin Communications, a public relations firm in Portland, Ore. which decided to set up a corporate blog for Bella, their Director of Goodwill.  Bella just happens to be a dog. 

Although the blog's focus has nothing to do with the business, it's been a boon for their business.  Quoting Ellen Galvin, one of the owners of the firm:
Bella’s blog has paid off professionally in ways that we never imagined when we created it in 2006. Until then, much of our work was with traditional print media. We weren’t taking advantage of the ability of blogs to generate buzz until we created Bella’s blog and started getting hit up by other PR firms.
This should serve as a nice case-in-point for business owners who don't believe they have anything to blog about.  Be creative, because every blog has its day.

Two recent articles, published a day apart, on two seemingly different topics...  One was written by Clay Shirky, an expert on collaboration on the internet... the other written by Bruce Schneier, one of the most respected names in information security.  Shirky wrote about the regulation of media, and Schneier wrote about protecting privacy.  The questions they address in their works are really two sides of the same coin.

At the heart of the matter is information and what can be done with it.  Information enables actions both benign and malign.  Knowing that that an airline is running a discounted fare promotion when planning travel can help save you some money.  Your credit card number, expiration date, and verification number in the hands of a thief can result in the rapid increase in your debt structure.

The widespread availability of broadband networks and affordable data storage has given rise to a situation with data that futurists once predicted with fusion and energy.  Transmission and retention of information is almost too cheap to meter.

Shirky highlights a recent injunction and reversal against wikileaks.org to make a point.  He sums things up by writing:
There is a tension between freedom of speech in general, and restriction of certain kinds of speech; how can society let people say what they like, while still restricting things like libel or publication of trade secrets? And although the law around these issues hasn't changed, the economics of media have been so transformed that the old legal bargains between freedom and restriction are breaking, and we have no easy way of replacing them.
Shirky rightly notes that many of the assumptions that gave rise to social contracts like copyright and trade secret law no longer apply, and he doesn't see any easy resolutions to the problem.

Schneier looks at the flipside of the issue, criticizing the notion of a "Transparent Society", which might be summed up as  "Fine, we'll let Big Brother watch us as long as we get the same ability to watch him."  Schneier bases his argument on the idea that power follows from information, and that relationship might be asymmetric.
It's not enough to open the efforts to public scrutiny. All aspects of government work best when the relative power between the governors and the governed remains as small as possible -- when liberty is high and control is low. Forced openness in government reduces the relative power differential between the two, and is generally good. Forced openness in laypeople increases the relative power, and is generally bad.
Shirky and Schneier's pieces are worth reading and pondering, because they go beyond the simplistic notions that lie at the extremes, where you hear blowhards screaming slogans like "information wants to be free" and "ideas need the same level of protection as physical property".

For information to be usable by humans or machine, it must be recorded (observation) or synthesized (creativity) and then processed.  Getting from there to here is not always easy, and it's not always cheap.  But once that information is in a usable form, it can enable better decisions.

Technology has made cheap the accumulation and duplication of information, eliminating the barrier of media scarcity that helped sustain the livelihood of those who profited from distributing information.  In a free market, scarcity (lack of supply) applies upward pressure on prices.  When an item can be duplicated cheaply, scarcity decreases.  While distributors have been the most powerful and outspoken lobby on this issue, oftentimes claiming they are doing it to protect those who gathered, dreamed up, and analyzed the information, those other parties have often themselves been shortchanged by the distributors.

The approach taken by those who benefited from copyright law is to push the idea that information is "intellectual property."  To assert their rights to property,  a whole genre of technology has sprung with the goal of restoring artificial scarcity.  Sometimes referred to as "digital rights management", such products attempt to lock down media so that only those who have authorization from the "owner" of intellectual property can access the media.  Many of these technologies wind up having flaws that make them breakable by talented and determined minds.  Others wind up infringing on the rights of consumers with horribly invasive technologies.

I've always been uncomfortable with the idea of "information ownership" as a right akin to physical property.  Information duplication is cheap, so it's not something that's of limited supply like water or energy.  If we follow the idea to its logical conclusion, the only way to prevent the "theft" of ideas is to regulate the function of human minds.  Think of it as Big Brother not only watching you but also getting into your head.  It's the kind of power imbalance that Schneier writes about, taken to a whole new level.

Like Shirky, I don't have a lot of answers to these questions, but I think that whatever resolution emerges should have two components:
  1. Information that could be used to cause real, measurable harm to one's life, liberty, or physical property should be considered personal property, protected from the abuse by government, corporations, and individuals alike.
  2. Copyrights assigned to individuals should be non-transferable.  Individuals can enter into agreements with distributors for a time limited exclusive agreement, subject to renewal upon completion, but the right can't be sole or given away.  This weakens the distributor's incentive to shortchange the the creator and infringe on the privacy of consumers.

In reading a blog post today I came across this comment by a consultant in Vermont who focuses on Automotive SEO named Dan Durick.

"I get asked by local business people about how they should get more links, and I go into my spiel on blogging, creating useful content, link baiting, etc. Most of the time the response I get is "we don't have the time for that kind of stuff" followed by "we can't afford to pay you to do it".

What Dan's clients are missing is that there are some great strategies for any small  business marketer who thinks they don't have time to do blog writing.

The first thing for these Local Business Bloggers to understand is that it doesn't take a ton of content to be successful in your local market.  Try this:  Do a Google search for Office Relocation, Indianapolis.   The number one result is a blog from Carmen Commercial Real Estate.   This is a small five person firm that blogs infrequently (the post you land on is from October)   They title their blog pages with the keywords they are targeting and then add some content.  No big deal.

The most common misconception that business bloggers have is that they think that blog posts have to be really thoughtful...like they are going to have to spend hours crafting some deep insisght into the state of the Automotive Industry all the time.  This is just plain WRONG.   

Having an oil change special this week?  Blog.   Like the new Ford Focus in Teal Green?  Blog.   Hire a new salesperson? Blog.   Fire a lousy salesperson?  Blog  Too many SUV's in stock?  Blog.

My point is that in Corporate Blogging the Best Practice is to just talk about your day.  Talk about your business, your inventory, your customers, your likes and dislikes.....just don't over-think it.  

For you SEO's out there who focus on Small Business, help your clients target the right keywords, title their blogs with those keywords and teach them how to blog using those keywords and they will see how successful a simple blog strategy can be.

The second point I want to make is that all the content burden doesn't have to fall on the owner or president.    Look around, encourage your employees to blog or even your customers.   Use email marketing to solicit feedback (CONTENT) from your customers.

Your salespeople are trying to build their reputations and credibiltiy right?  Invite them to blog.  Now chances are they all won't, but even a couple of employees posting something every month or so can have a dramatic difference.  In my company we invite everyone to blog.  Our most prolific and insightful blogger is actually a software developer! 

And don't forget your customers.   Imagine if you sent an email out to everyone that experienced your service in the past week...anything from repairs to buying a car.   Tell them you have a blog and you would like to feature them in the next post...can they please write a paragraph or two and perhaps include a picture?   Say you send 10 emails a week, you don't think you would at least get one or two replies a month with stuff that's good enough to post?   

I live in the small town of Greenfield Indiana.  Do the search: Chambers Rosewood winery greenfield.  The top result should be a blog by Greenfield Liquors...the blogger is a customer who happens to like wine and wanted to participate.  She blogs at twice the rate of the business owner.

Advanced Business Blogging doesn't have to be that advanced.  Blog software is easy to use and affordable...but most importantly, business blogging is perhaps the most effective local search tactic available.


Information Week is running a story on recent developer complaints over the security of Adobe's Flash rich media format.  The claim is that Flash lacks the security controls needed to prevent the format from being used by malware developers to direct users to their sites.  Quoting the test of the original article:
"The problem is that [Flash] .swf files are being actively manipulated by malware authors to deliver [malicious] ads, and it's nothing to do with a particular vulnerability," explained Alex Eckelberry, President and CEO of Sunbelt Software, in an e-mail. "It has to do with the flexibility the Flash format offers, and the fact that end-users have no control over what's offered in Flash (it's all or nothing)."
In a contrast to Adobe's initial tight-lippedness over a recently discovered Reader vulnerabilit, late last week, an Adobe employee named John Dowdell came to the defense of Flash in a posting on a blog hosted by Adobe (d.b.a. Macromedia).  Dowdell disputes the need for zones of trust security model in Flash.
The writer thinks the solution is in Internet Explorer's "trusted domains" scheme, but I think that conclusion is offbase... the "trusted domains" hack was to cover the architectural error of invoking system-level ActiveX Controls from the webpages of strangers, and in this case you're actually dealing with *multiple* domains (the visited page, the ad network, the destination scammer site)... I don't think the raw consumer public should have to dope out all those redirections.
Dowdell then goes on to identify what he thinks is the real issue.
I believe the core problem is actually larger: the execution of instructions from strangers -- the mashup culture -- this is the real issue here. The site owner accepted content from an ad network which did not fully vet its content providers. A SWF can redirect without a click, as can an IFRAME, an analytics script, or any other bit of third-party JavaScript. We need to trust the content we're integrating into our own webpages. This decision is properly decentralized to site owners, who choose ad networks which exercise appropriate discretion over the advertisers they accept.
Regardless of whether you believe that Dowdell's defense has merit, it is refreshing to see an Adobe employee using a blog to address criticism in a direct and honest manner.

I read a blog post from Mark Simon today titled, Insider Data Trading and quickly came to the conclusion that I am happy to be in sales and not directly responsible for marketing or the spending and allocation of marketing funds at Compendium!  The conversion, or soon to be conversion, of the big three (Google, Yahoo, and Microsoft) as it relates to their acquisitions of online campaign management software companies continues to convolute the ultimate purpose.  Mark's post raises some serious concerns over the capabilities of these acquired solutions to provide insights (PPC rates for one) previously not readily available, to their new owners and how these insights could be used to manipulate PPC rates moving forward.  I hope that his concerns do not come to fruition, but only time will tell. 

We speak to hundreds of prospects on a monthly basis and the majority of them are actively looking for alternatives to customer acquisition via PPC, many of them are turning to Compendium and our Corporate Blogging software.  The uncertainty that Mark lays out in his blog post, in my opinion, further strengthens the need for alternatives in 2008.

Still on the topic of small business I want to point out some of the small business bloggers I know that some of the more traditional bloggers seem to not want in their club.

As you know, I'm a big advocate for the idea of blogging for search.   This is really a great equalizer for the small business to take advantage of location as a qualifier in search.

Suppose you were looking for some tequila and you lived in the small town of Greenfield.  You might type "petrone tequila Greenfield" as a search term.   (try this at home)  you will find business blog for a small liquor store owned by a pair of sisters named LizAnn & Amy.

How about if you wanted to have your teeth whitened and you lived near Anderson Indiana?  You might enter into the search box "teeth whitening anderson Indiana".  Do that and the top organic result will be for a local dental practice blog called "YouSleepWeWork"

And what if you wanted to relocate your office to Indianapolis?  You might enter  "office relocation Indianapolis".  If you do this search you will find a small commercial real estate blog as the top organic result.   The owner, Chris Carmen claims his leads are up 18% in the two months since he's started this blog.

Small businesses don't need gigantic numbers to have meaningful impact.  With easy to use blogging software and the obvious blogging benefits, it's clear, every corporation or organization should have a widespread blogging strategy.

Okay, so my blogging bright and early every morning pledge didn't hold for a few days this week, but I'm back on the wagon and ready to talk about content frequency again.

I was in a meeting last week with our PR firm, who has decided to start blogging with Compendium. The owner of the PR firm (Chris Dittoe) had a great idea that came up with a pretty darn good idea of having a rotation schedule for content creation. Every single person in his organization will be blogging (wohoo!) which is a great mentality. Some clients have indicated that they're going to set aside 15-20 minutes at the beginning of each day to have their employees write, but Chris suggested a rotation schedule so that employees have certain days where they should plan on writing.

I think this is a great idea and makes for better blogging because a) people won't tire of content creation b) there is a guideline as to what's expected from those participating and c) by spreading the content contribution around to several people, he's going to get a lot of different perspectives and insights that just wouldn't be possible if it were only Chris blogging (not that we wouldn't enjoy reading his blog...).

So my point here is to find what works for your organization. Try the rotation schedule, the top 'o the morning approach, and more. It's funny how the same themes that run throughout marketing also apply to blogging (marketers are supposed to test, track, and adjust, right?). Well, no surprise...it's the same thing here.


When we talk about Corporate Blogging, a lot of people are concerned about who the authors of the blog should be. Often the idea that you are going to have to add one more thing to you day (blog posting) can seem not worth the effort.

What we have found is that in almost every organization, there are already many willing participants if you only ask. I heard this concern recently from the owner of a decent sized camera retailer. This retails has both brick & mortar stores and an online presence. First he was exploring blogging software for retail blogging and then he was concerned that this would add yet another task to an already busy senior staff.

I challenged him to ask around and see who might be blogging already. He came back very excited that as it turned out, there were 5 of his employees already blogging and several more that were eager to participate if given the right tools. You don’t need to burden your senior staff necessarily. The key to successful corporate blogging is passion. In every organization I’ve seen, there are plenty of folks who would love to participate if given the opportunity.


Subscribe to this blog

RSS Image That's an RSS feed. Just click on it to receive content updates.


Want to receive our blog posts in an email?