the business value of blogging Marieke van Zuien Mark van der Wolf

about us

the question we hear most... Why should I spend part of my budget on a blog? (and not on something else?)

the business value of blogging market situation / quantitative research: 300 companies from 10 countries (Asia-Pacific, Europe, US) blogging value / qualitative research: panel of 10 international LEWIS experts guide to blogging decision making contemporary theory, our own insights

market situation / quantitative research:

300 companies from 10 countries (Asia-Pacific, Europe, US)

blogging value / qualitative research:

panel of 10 international LEWIS experts

guide to blogging decision making

contemporary theory, our own insights

key findings: Asia 90 companies, 5 corporate blogs Australia: 2, Singapore: 3, China: 0 Industries: media, IT China: large participation in third-party blogs Face-to-face business culture is a barrier

90 companies, 5 corporate blogs

Australia: 2, Singapore: 3, China: 0

Industries: media, IT

China: large participation in third-party blogs

Face-to-face business culture is a barrier

key findings: Europe 160 companies, 4 corporate blogs France, Italy, Netherlands, UK: 1 Germany, Spain, Sweden: 0 Industries: media, automotive, telecom Experiments with project-driven blogs, third-party blogs

160 companies, 4 corporate blogs

France, Italy, Netherlands, UK: 1

Germany, Spain, Sweden: 0

Industries: media, automotive, telecom

Experiments with project-driven blogs, third-party blogs

key findings: US 50 companies, 7 corporate blogs Industries: IT, social media - More strategic approach to blogging than in Europe and Asia Several companies encourage employees to blog

50 companies, 7 corporate blogs

Industries: IT, social media

- More strategic approach to blogging than in Europe and Asia

Several companies encourage employees to blog

the bottom line Corporate blogging is still rare.

the blogging decision in four steps Identify possible benefits Determine requirements Evaluate alternatives Adjust for non-influenceable success factors

Identify possible benefits

Determine requirements

Evaluate alternatives

Adjust for non-influenceable success factors

blogging value wheel

blogging value wheel

types of blogs “ Real” corporate blogs are: permanent outward-facing opinionated

permanent

outward-facing

opinionated

blogging value wheel: CEO blog

blogging value wheel: company blog

the blogging decision in four steps Identify possible benefits Determine requirements Evaluate alternatives Adjust for non-influenceable success factors

Identify possible benefits

Determine requirements

Evaluate alternatives

Adjust for non-influenceable success factors

blogging requirements A corporate blog requires: time skill knowledge Time and skill can be bought, knowledge cannot!

A corporate blog requires:

time

skill

knowledge

time and money

the blogging decision in four steps Identify possible benefits Determine requirements Evaluate alternatives Adjust for non-influenceable success factors

Identify possible benefits

Determine requirements

Evaluate alternatives

Adjust for non-influenceable success factors

blogs: value for cost

the blogging decision in four steps Identify possible benefits Determine requirements Evaluate alternatives Adjust for non-influenceable success factors

Identify possible benefits

Determine requirements

Evaluate alternatives

Adjust for non-influenceable success factors

non-influenceable success factors

...so why should I start blogging? For most companies, there’s no immediate need to start blogging. Moreover, a corporate blog: will not tackle any specific business issue better than traditional tools; requires quite some time and money; - carries a risk of reputation damage.

Moreover, a corporate blog:

will not tackle any specific business issue better than traditional tools;

requires quite some time and money;

- carries a risk of reputation damage.

...so why should I start blogging? A corporate blog can be an entirely new window to the world, providing benefits to the entire organisation BUT: ...and there’s still a lot of first mover advantage to be gained out there!

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