I’m pleased to announce the arrival of the first Dark Blogs case study, examining the use of Traction‘s TeamPage enterprise weblog software for a competitive intelligence project within a large European pharmaceutical group. The case study examines the reasons why blogs where chosen, project planning, implementation, integration with other business systems, editorial process, launch and promotion, training and adoption.
This case study is released as a 28 page PDF (2.3 MB) under an Attribution-NonCommercial-ShareAlike Creative Commons licence for you to download and distribute.
I’d been thinking over the last six months or so that it is pretty easy for those of us on the outside to make assumptions about how blogs can be used behind the firewall, what implementation and adoption problems exist and how they can be solved. As far as I could see, the only real way to get this information was to do detailed case studies, and this is the first in a series that I am writing.
Once I had agreement from Traction to sponsor their client’s case study, and once I’d had a good think about what sort of questions I wanted to answer, I sent over a short questionnaire to the client to find out what the situation was. I then spent an hour or so on the phone, interviewing the pharma group’s CIO and followed that up by grilling Traction’s Jordan Frank at length to fill in some of the technical gaps.
This case study is based on that data and on subsequent email and phone conversations. I have been as thorough and as objective as possible, but if there are any questions you have, either about information you think is missing or points you’d like clarified, please do leave them in the comments and I’ll do my best to address them if I can.
Finally, it’s a bit of a shame that the case study had to be anonymous, but that turned out to be the deal. Companies can be sensitive and secretive sometimes, despite the fact that we would all like them to be open and transparent. It’s the way the cookie crumbles.
Below the break: The Executive Summary.