Académique Documents
Professionnel Documents
Culture Documents
Blogging in the
Enterprise
A Guidewire Group Market Cycle Survey
Survey Sponsor
October 2005
Corporate Blogging Drives Next Wave of
Social Media Adoption
The next wave of adoption of social media tools will be
driven by corporations who are adopting blogs for both
internal and external communications at an increasing rate.
This is the primary finding of Guidewire Group’s Blogging
in the Enterprise Survey.
Key Findings
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Who Is Blogging?
Smaller companies have been quicker to adopt blogging as a
part of their communications strategies, followed by mid-sized.
Guidewire Group suspects that the challenges of regulatory
issues and policy have slowed large company adoption to some
degree.
53% of companies
> 1000
are blogging. 16%
< 100
100-1000
58%
26%
$10-100M
14%
Blogging has
penetrated virtually < $100M
every industry. 45%
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Blog Adoption Is
Recent and Accelerating
No respondent
plans to scale back
or stop activity. pre-2002 2002 2003 2004 2005
Cumulative Corporate Respondents Blogging
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Solid Benefits Drive Adoption
The adoption rate of corporate blogging is clearly being
driven by the benefits that have accrued to those who have
embraced social media technology.
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Barriers To Entry Are Manageable
While survey respondents detailed a variety of barriers to
successful deployment of blog communications strategies,
surprisingly, corporate cultural and policy issues surpassed
technology concerns.
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Methodology and Sample
The survey polled corporate marketing and
communications professionals to gauge adoption patterns,
explore barriers to adoption, and discover new applications
as businesses tap the tools of social media to create new
conversations with their customers, partners, and
employees.
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About Guidewire Group
Guidewire Group is a global research firm focusing
exclusively on emerging technology companies and
markets. The company's online media, reports, and
executive events bring the right people together at the right
time with the right information to accelerate market
development and business opportunity for entrepreneurs
and those who support them.
About iUpload
iUpload is a leading content management and corporate
blogging software company whose solutions help
organizations optimize the marketing potential of their
content. Whether you're an individual, a corporation or a
community, iUpload provides a powerful one-stop
solution for creating, managing and distributing all of your
content, while giving you a new social marketing platform
that extends your corporate voice and strengthens your
brand across multiple communities. Founded in 1998,
Guidewire Group iUpload's headquarters are in Burlington, Ontario,
600 Townsend Street Canada. For more information, visit www.iupload.com.
Suite 120e
San Francisco, CA 94103
www.guidewiregroup.com
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BLOGGING
G IN THE ENTERPRISE:
MYTHS AND
REALITIES
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BLOGGING IN THE ENTERPRISE: MYTHS AND REALITIES
The survey sheds light on the fact that, despite the high level of media at-
tention and awareness of the blogging phenomenon, the medium is still
evolving and its value and potential benefits are often misunderstood and
quickly evolving.
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BLOGGING IN THE ENTERPRISE: MYTHS AND REALITIES
The following document details these “Myths and Realities” and serves as a
guide for any organization seeking to effectively use blogs at the corporate
level.
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BLOGGING IN THE ENTERPRISE: MYTHS AND REALITIES
In the wake of these high profile incidents, much focus has been given to
develop a set of “blogging guidelines.” Despite their well-intentioned efforts
to help employees responsibly engage in a dialogue with colleagues, cus-
tomers and the market in general, blogging guidelines have done very little
to mitigate the risks associated with corporate blogging initiatives.
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BLOGGING IN THE ENTERPRISE: MYTHS AND REALITIES
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BLOGGING IN THE ENTERPRISE: MYTHS AND REALITIES
In some cases, blogging takes the form of evangelical outreach and the au-
thors are often tasked with sticking to the company message and promot-
ing its most important products and initiatives. Meanwhile, employees who
are in the trenches developing products and are subject matter experts do
not have an opportunity to participate.
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BLOGGING IN THE ENTERPRISE: MYTHS AND REALITIES
Instead, iUpload has observed that its most successful customers have
provided blogs widely to employees as knowledge repositories where
content is created freely. The content spans day-to-day activities, and
adds insightful commentary on corporate and industry issues. The key is
being able to liberate the best content from those blogs and present it to
the right audience, at the right time, in the right context. iUpload clients
have used this approach to create intranets, extranets, client knowledge
portals, and even entire community newspapers from the best content in
individual blogs.
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BLOGGING IN THE ENTERPRISE: MYTHS AND REALITIES
“One of the most surprising things about most corporate blogging pro-
grams to date is that they lack vision for the value that blogs can bring to
the enterprise, and fall short in their ability to leverage the vast amounts of
content and information that’s created to fuel key corporate functions, such
as sales, research and development and customer service,” says Hopper.
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BLOGGING IN THE ENTERPRISE: MYTHS AND REALITIES
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BLOGGING IN THE ENTERPRISE: MYTHS AND REALITIES
Scoble and Schwartz are examples of “A list” bloggers and their success in
becoming high profile evangelists has created the impression that all
companies that launch blog initiatives should anoint one or more bloggers
as their celebrity spokespeople.
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BLOGGING IN THE ENTERPRISE: MYTHS AND REALITIES
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BLOGGING IN THE ENTERPRISE: MYTHS AND REALITIES
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BLOGGING IN THE ENTERPRISE: MYTHS AND REALITIES
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For more information on the Myths & Realities of
blogging in the enterprise or to learn more about iUpload’s
corporate blogging solutions, please visit www.iupload.com.
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