Borland Together® productBlog Recommendation

November 2007

Copyright © 2007 Borland Software Corporation. 2Confidential

Together Blog

• Objectives• Provide another means to showcase Borland’s

industry thought leadership – this time on Visual Modeling.

• Focus on topics Business Analysts and Business Architects care about and need help with.

• Start a dialogue with our customers/prospects. Laying the groundwork for a larger community.

• Increase search engine hits• Use as a benchmark to determine future success

metrics

Copyright © 2007 Borland Software Corporation. 3Confidential

Together Blog

• Recommendation• Use in-house domain experts to blog about Visual

Modeling on Borland.com• Richard Gronback/Ian Buchanan to update on weekly basis• Richard is active in the industry and currently blogs on Planet

Eclipse. However, that medium handcuffs what we can talk about (non-commercial products and only to developers)

• Use either Typepad or Wordpress

• Establish a set of guidelines for future Borland bloggers to follow

• Allows for minimal company resources and oversight• http://michaelhyatt.blogs.com/workingsmart/2005/03/corporate_blogg.ht

ml• http://bloombergmarketing.blogs.com/bloomberg_marketing/2005/03/tho

mas_nelson_p.html

Copyright © 2007 Borland Software Corporation. 4Confidential

Together Blog

• Promotion• Promote it on Borland.com: Home page, relevant pages

(Together product page, Resource Center)• Mentions on Planet Eclipse informing them of the new

location• Mention in future Together edms, webcasts, etc• List it with sites that promote/register blogs

(Feedburner.com, Technorati).1. Makes it easier for people to subscribe to blog's RSS feed

2. Gives you tracking information of how many people have subscribed to your blog’s RSS

3. Better enables search engines to index existing/new content

4. Allows readers to customize the feeds

Copyright © 2007 Borland Software Corporation. 5Confidential

Together Blog

• Metrics for success • Subscriptions to the RSS feed• Entry regularity – is it being done once per week?• Number of Comments• Traffic generated to Borland.com• Number of sites linking to the blog

• link:blog.borland.com into Google• Sample results “Results 1 - 10 of about 3,620 linking to www.borland.com”

• www.google.com/blogsearch• Type in “borland -site:www.borland.com“

• Will remove search results from Borland‘s own blogs on our website