Pour écrire le billet
d'hier j'ai une un échange de courriels avec
Seth Shel Israel, l'un des deux
auteurs. J'ai utilisé certaines de ses phrases, mais pas toutes et je me dis
que c'est dommage pour ceux qui compennent cette langue et s'intéressent au
sujet. Les autres n'ont qu'à attendre le prochain billet ;-).
Je lui ai posé deux questions. Voici sa réponse à la première (sur les changements d'attitude face aux blogs d'entreprise au cours des 13 derniers mois). Si ça vous intéresse, je vous donnerai la seconde demain.
F.P. - In your book, you write that the perception of blogs was very different when you started writing and when you handed over the manuscript. What has happened in the field since then that is meaningful?
S.I. - We started actually writing the book in February 2005, just 13 months ago. At that time, the only two corporations that had significant external blogging programs were Microsoft and Sun Microsystems. Nearly all substantially followed corporate blogs were also US based. A majority of corporate communications people, executives, press and industry analysts we talked to regarded blogs disdainfully. They belittled corporate blogs as passing fads, the ranting of anguished teenaged diarists or the politically obsessed. Enlightened corporate communications folk thought they might use blogs as a new conduit for spewing out press releases or newsletters or canned “thought leadership” pieces from executive officers
USCanadaScandinaviaFranceJapanA few months later, the disdain had turned into anger. At one conference, I was told by a marketing officer that we bloggers were no more than hackers who had found a nasty way to game search engines, and it’s just a matter of time before Google and the others recalibrate their core algorithmic technology so that blogging won’t divert attention that should go to corporate web sites over to blog posting. At the same time that we were sensing this mainstream hostility, we also started noting that a growing number of companies had started blogging, and that this was occurring not just in the, but in Canada, Scandinavia, France, and Japan. Companies such as Boeing and HP had started second-generation blogs that had improved significantly in that they had become conversational. They were coming to understand that the essential value of a blog rested in the two-way conversations that were replacing the monologues that nearly all corporate communications efforts use.
Now when Robert and I speak, we face audiences that have already decided to blog or at least get immersed in the blogosphere. Guidewire Group, a social media research and conference producing organization polled mid and large-sized companies about blogging intentions. 90% said they were intending to join social media programs—blogs, podcasts, videoblogs, wikis, etc., in 2006.
We see this happening all over the world. Companies are no longer disdainful or angry about blogging. The see the Cluetrain coming down the track at a very rapid rate. They have move from questions that begin with “what is,” through questions that start with “Why should we,” into the current set of questions that start with “How do we…”
This is a rapid, fundamental and disruptive change. Somewhere, while we were writing Naked Conversations, blogging reached its tipping point and there is no going back.