Tech blogs are company-run tech blogs in Japan, often used for recruiting and marketing. There are over 400 techkuru blogs in Japan.
Common challenges for techkuru blogs include lack of purpose/incentives, unwillingness to share knowledge publicly, and poor company culture around sharing knowledge.
Failure patterns include strict KPIs, forced anonymity, lack of editorial process, over-reliance on failure stories, and more.
Tips for starting and continuing a successful Tech blog include: set a clear goal, establish an editorial team, use loose KPIs, start small with memos, and build energy internally.
Key takeaways: start small, focus on building a sharing culture first, and having an editorial team are critical for success.
(00:01) [music] [applause] [applause] I'd like to talk about blogging after all it can be fun, so I'd like to introduce myself [music] and I'm the community manager today, so first of all I'd like to create some common ground with you all, so here's today's agenda. I'm a community manager and I'd like to start by creating a common understanding between all of you, so today's agenda is to create a common understanding between all of you and the tech blogs.
(01:06) The first thing I'd like to do is to create a common understanding with the tech bloggers. The main purpose of a tech blog is to introduce the company's products and services to the market, and to introduce the company's products and services to the market. The main purpose of a tech blog is to introduce the company's products and technologies. The first is the reporting, which is the most left-hand side, and the second is the completely neglected type, which is absolutely no good.
(02:10) The marketing department is often in charge of taking the temperature, and this usually causes friction. The last one is the prefectural government, which has appointed editors, but there are cases where they can be bumped up to that level. Some companies I work with have KPI's that look at the number of submissions, such as "3 articles a month on Wednesday" or "3 articles a month on Wednesday". (03:12) I think it's a bit of a problem because it's not possible to get the numbers right.
(03:12) We don't really recommend companies that force themselves to make up numbers, but we also don't recommend such companies to use the PV to generate conversions from articles. The first one is the lack of confirmation, which I often hear about, but in the first place, engineers often wonder what they're doing with their time. I'm afraid to disclose it because I'm afraid that the old engineer will be too lazy to write it down.
(04:15) I'm afraid to publish because I'm an old engineer and I'm afraid to throw my ideas in the trash. The company's culture is often fatal to the company's success. I'm sure that if you do it, only 23 of your employees will say that they can't do it because they're special and they can't show their knowledge. (05:20) I have to write a great article... (05:20) I have to write a great article.
(05:20) The hurdles are often raised when you refer to a certain tech blog and the professionals there will say something like, "This is why we are doing this," but it doesn't matter if it's a rock bank, it's all about output. I often hear that the review process is very difficult and you have to get three stamps from your boss, and then there's the form check, and after how long, I don't know, a month or so, you know, you don't remember that stuff. I'd like to list eight things that are often said to be TV failures today.
(06:25) I'd like to get some top speed, this is also a very common pattern, the first month you write an article, the second month, the third deadline, the third month, it's really common, like the end of a piece. The first time you write, you should not give it all you've got because you don't want to write for another three months. I think it's not so good because it makes people not want to write anymore, and it's not good for the corporation. If you let people write more and more articles and upload them without reviewers, you'll get people who say the content is good but the Japanese is too bad and it's a little difficult to read.
(07:29) The editorial staff need to be creative in rewriting the Japanese and making it easier to read. The most common reason for this is that it's very common to write a blog post about a failure story and simply end up damaging the branding because you've simply posted a lot of failure stories. The other thing is, if you're not going to be able to write a blog post about your mistakes, you might as well just write a blog post about your failures and it's going to end up negatively affecting your brand. I've heard about them, I've done them all, I've done mediums, I've done notebooks, I've done magnets, I've posted where to post them, I've done them all.
(08:33) I don't really know where to put the magnet, but I've heard a lot about the range, so if you're going to do it anyway, I think it's a good idea to start with the first one. I'm not saying that you have to write about it and nobody will say anything about it, but I'm not asking you to praise me. The company has an atmosphere that if you write something you lose, and in the case of a certain company they don't mind hearing behind the scenes that you lost because you posted it on this blog. In some cases...
(09:36) On the other hand, if you give an incentive, then all the egg blogs have the same problems and the same problem: First of all, they say that incentives should be stopped. The best thing to do is to make it so that if you write an article, you get more credit for writing it than for working on it. The first step is to establish a common purpose for everyone, and then to set up a loose KPI system. The first step is to establish a common objective, then set up a system, set loose KPIs, and then set even smaller KPIs.
(The first thing is to think about what the purpose of the project is. The most important thing to remember is that the blog is not a personal blog, it's a blog that is written by a person with a passion for technology and a desire to share his or her knowledge. It doesn't have to be an individual person, it can be a group, but if we can set up an editorial system and have a weekly editorial meeting once every two weeks, if that's not possible, then we can have an editorial meeting every two weeks. If that is not possible, then we can have an editorial meeting once every two weeks, and then everyone can decide on the content of the articles.
(11:44) The other KPI, as I mentioned earlier, is that there are already more than 400 in Japan and it is difficult for your company to stand out amongst them. I'm sure you've already seen the results of your efforts, but it's not easy for your company to stand out from the crowd. I've raised conversions a little earlier, but external conversions are difficult to measure, or to get the response that you expect. So basically, it's a KPI that we can do on our own.
(The most important thing to remember is that the best way to get the most out of your car is to make the most of the time you have on the road, and to do so in a way that is comfortable for you. I'd like to see the engineers' Slack pages where they talk, and if there's anything that shines through, I'll pick it up without fail. It's a common case, at least.
(13:53) (13:53) business, please don't think of this as a free school building, so please create a system that allows us to write in business hours, and Benkei, please try to reduce the quality as much as possible, so that we can reduce the funding. The first thing to do is to create a culture of documentation, so that people can get used to writing in it and then move on to the output.
(15:15) I'm not talking about that kind of content, but there are also systems such as large databases and applications that I've heard about, so please do consider them.
(15:59) The technology blog is a site run by Hatena, but you can see the full range of tech blogs here, so please take a look for your reference. The last thing I'd like to say is that you need to start by creating a culture if you don't already have one. So, I think that you need to start by creating an editorial team, even if it's just a group.
