Google

NOVEMBER 2005












privacy policy
Blog Attack

Are you familiar with blogs?
Responses Number of
Responses 		  Percentage
Yes
233 88.9%
No
0 0.0%
Vaguely
29 11.1%
Total
 262


Have you read blogs where your (or your clients') company or brands are mentioned?
Responses Number of
Responses 		  Percentage
Yes
172 65.6%
No
90 34.4%
Total
 262


Does your company currently monitor blogs?

Responses Number of
Responses 		  Percentage
Yes
100 38.2%
No
162 61.8%
Total
 262


For what purposes does (or would) your company monitor blogs? (check all that apply)
Responses Number of
Responses 		  Percentage
Overall business or brand health monitoring
5 8.1%
Early warning signals on issues
6 9.7%
Competitive information
6 9.7%
Specific consumer likes/dislikes about products/services
10 16.1%
General consumer understanding
13 21.0%
Word of Mouth on spokespeople/affiliations
7 11.3%
Campaign tracking
3 4.8%
Potential product/service improvements
5 8.1%
Other
7 11.3%
Total
 62


Which of the above, in your opinion, is most important to know?


If your company monitors blogs, how is that typically done?
Responses Number of
Responses 		  Percentage
Internally, on a regular basis
58 40.0%
Internally, on an ad hoc basis
70 48.3%
Use a professional blog monitoring service
5 3.4%
Other
12 8.3%
Total
 145


Which blog monitoring services are you aware of? (check all that apply)
Responses Number of
Responses 		  Percentage
Intelliseek
9 11.7%
Buzz Metrics
6 7.8%
Umbria
8 10.4%
Technorati
37 48.1%
Blogpulse
4 5.2%
Informativ
0 0.0%
Communispace
1 1.3%
Big Research
0 0.0%
Other
14 18.2%
Total
 77


If you've used a blog monitoring service, how would you evaluate the intelligence these services provide?
Responses Number of
Responses 		  Percentage
Excellent
7 12.7%
Good
23 41.8%
Fair
24 43.6%
Poor
1 1.8%
Total
 55


Why did you answer as you did above?


Has your company (or any of your/your clients' brands) ever been attacked by bloggers?
Responses Number of
Responses 		  Percentage
Yes, seriously
13 5.0%
Yes, some negative comments
48 18.6%
No
117 45.3%
Don't know
74 28.7%
Other
6 2.3%
Total
 258


Has your company (or any of your/your clients' brands) used information learned in blogs to improve products or services?
Responses Number of
Responses 		  Percentage
Yes
108 45.2%
No
115 48.1%
Other
16 6.7%
Total
 239


How concerned about bloggers are you as a marketer?
Responses Number of
Responses 		  Percentage
Very concerned
32 12.4%
A little uneasy
66 25.6%
Not very concerned
81 31.4%
Not at all concerned
29 11.2%
Still don't have enough information
32 12.4%
Other
18 7.0%
Total
 258


How essential is it for your company to track what is being said on blogs?
Responses Number of
Responses 		  Percentage
Critical
20 7.7%
Important
71 27.3%
Nice to know
107 41.2%
Not important
11 4.2%
Not on our radar screen yet
33 12.7%
Don't understand enough yet
15 5.8%
Other
3 1.2%
Total
 260


How does your company or brand view the potential of blogging as a marketing tool?
Responses Number of
Responses 		  Percentage
Very important
48 18.5%
Important
56 21.6%
Somewhat important
69 26.6%
Unimportant
24 9.3%
Don't know enough yet
56 21.6%
Other
6 2.3%
Total
 259


In what form do you envision blogging in your marketing toolkit? (check all that apply)
Responses Number of
Responses 		  Percentage
Corporate blog
14 9.9%
Viral marketing on blogs
28 19.7%
Commenting on blogs
4 2.8%
Monitoring blogs for consumer opinion
35 24.6%
All of the above
41 28.9%
None of the above
13 9.2%
Other
7 4.9%
Total
 142


Which, in your opinion, is more important for marketers:
Responses Number of
Responses 		  Percentage
To listen to what bloggers are saying
141 54.2%
To be out there blogging as a company or brand
12 4.6%
Both
94 36.2%
Neither
10 3.8%
Other
3 1.2%
Total
 260


Does your company (or any of your brands) have a blog?
Responses Number of
Responses 		  Percentage
Yes
74 28.1%
Thinking about it
56 21.3%
No
119 45.2%
Don't know
14 5.3%
Total
 263


If "yes" above, what is the purpose of this site (check as many as apply)?
Responses Number of
Responses 		  Percentage
To get consumer feedback
14 19.7%
To answer consumer questions
9 12.7%
To defend against criticism
1 1.4%
To trash competitors
0 0.0%
Other
45 63.4%
Total
 71


Is your company doing any of the following to diffuse or subvert blogs? (check all that apply)
Responses Number of
Responses 		  Percentage
Anonymous posting
7 3.1%
Blog Ads
0 0.0%
Stealth blogs
1 0.4%
Encourage employee posting
13 5.8%
All of the above
1 0.4%
None of the above
202 89.4%
Other
2 0.9%
Total
 226


When weighing both the negatives and positives, what is your overall perception of blogs?
Responses Number of
Responses 		  Percentage
A good way to understand how consumers interact with my brand
148 57.4%
A potential danger to our brand-building efforts
14 5.4%
Still don't know enough to decide
85 32.9%
Other
11 4.3%