Corporate blogosphere in Runet
According to research of consulting company Netmind, in the middle of 2007 there were 137 corporate blogs in the Russian internet. As for now we are waiting for more actual information about Russian blogosphere that is due on April, 2008. But if the numbers of new research are going to be quite different, the key trends for sure will be the same.
The most popular in Russian corporate blogosphere format is collective – 51% (two or more bloggers working over the same blog), Community – 10% (several authors-columnists blogging for one friend-feed), personal – 15%, non person (no direct author, often corporate interest) – 24%. Almost 40% of the corporate bloggers are simply «appointed blog-supervisors» by the company headquarters. Any other pro-active employee amount to 47%. And top management makes some 13%.
Typical corporate blog is owned by IT company. It has several authors, with the employees of the company writing to as an addition to corporate web-site. So, the blog is a kind of a corporate website’ sidekick.
Most bloggers consider communicating the main objective of blogging (using it as an extra channel) – 58%. Others deem to have better feedback from clients and partners – 24%. Some still prefer using blogging for other purposes (very rare answer, but there are few – to be more transparent) – 12%. And only 6% use blogs as their only communication channel.
The target audiences of most corporate blogs in Russia are potential clients (32%), loyal clients (24%), B2B partners (22%) and potential employees/applicants for the job (14%). It’s amazing how little is attributed to influence mass media (8%). But it’s highly likely to change in the next poll – as most bloggers working for the corporations feel rising interests to their blogs on the part of internet and mainstream media (over 90% of corporate bloggers say the media show much interest in their information).
Corporate bloggers think that their blogs are most helpful in ADV and marketing (54%), PR and Media relations (31%), HR and hiring new employees (15%). The bloggers already see some key advantages of blogging: 31% of them see the increase of brand recognition, 27% see increase in sales and 16% – increase of their corporate web-site incoming traffic.
Blog content analysis show the most preferable patterns of blogging. The first one is «all in one» – the blog about anything at least somehow relevant to corporate interest (corporate trivia, business operations, personal impressions, staff appointments etc.). The second is a «niche-blogging» – specialty interest, focusing on the very specific fields of the company’s specialization.
On my opinion, the main problem of the corporate blogs is the initial mis-targeting in placement. Unlike most of western corporate blogs, which are stand-alone blogs, most of Russian corporate blogs are based on livejournal.com blog hosting server, which is widely considered to be the place for personal information exposure (personal diaries, lifestyle, celebrities, yellow-reporting, gossips, info-leaks etc.).
There are some examples of corporate blogs in Runet:
Corporate blog of MIF Publish house – blog.mann-ivanov-ferber.ru
Alfa Bank blog-community – community.livejournal.com/moneyblog_ru
Norilsk Nikel (industrial company) – community.livejournal.com/norilsk_metal
Red Graphic (popular design studio ) - blog.redgraphic.ru
All Soft (IT company) - blog.allsoft.ru
I agree that the trend to start a corporate blog in Livejournal is somewhat weird.
Yes, LJ is one of the most popular blogging platforms in Russia, but being on one platform with so many people doesn’t automatically draw attention (or, say, a positive attention).
Livejournal is a good place to find audience, to research public opinion, to communicate with people. However, starting a corporate blog there makes sense for very few companies only (and not for most of those who has already started their blogs in LJ).
Great post! Thank you very much for all the infos. You mention 137 that Netmind analyzed. Is there something like a list of Russian corporate blogs? The five you name at the end are very interesting, and I am curious to see general differences in blogging behavior lets say to Germany and the US. Do you know any more large Russian companies that blog?
Thanks for your great post!
to Nils Koenig: thank you for your comment, there is a list of Russian corporate blogs by Netmind
http://blog.netmind.ru/2007/06/28/vse-korporativnye-blogi-runeta
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thanks for the post. i hope to read some more.
Best regards from Sebbi
interested post about traffic. i think is very useful
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