The other day I posted this graph showing the latest of the Gartner Hype Cycle's and the accelerating adoption of Corporate Blogging. It’s important to know what the stages of the Gartner Hype Cycle mean:
According to Gartner "Each Hype Cycle drills down into the five key phases of a technology’s life cycle."
Technology Trigger: A potential technology breakthrough kicks things off. Early proof-of-concept stories and media interest trigger significant publicity. Often no usable products exist and commercial viability is unproven.
Peak of Inflated Expectations: Early publicity produces a number of success stories—often accompanied by scores of failures. Some companies take action; many do not.
Trough of Disillusionment: Interest wanes as experiments and implementations fail to deliver. Producers of the technology shake out or fail. Investments continue only if the surviving providers improve their products to the satisfaction of early adopters.
Slope of Enlightenment: More instances of how the technology can benefit the enterprise start to crystallize and become more widely understood. Second- and third-generation products appear from technology providers. More enterprises fund pilots; conservative companies remain cautious.
Plateau of Productivity: Mainstream adoption starts to take off. Criteria for assessing provider viability are more clearly defined. The technology’s broad market applicability and relevance are clearly paying off.
Peak of Inflated Expectations: Early publicity produces a number of success stories—often accompanied by scores of failures. Some companies take action; many do not.
Trough of Disillusionment: Interest wanes as experiments and implementations fail to deliver. Producers of the technology shake out or fail. Investments continue only if the surviving providers improve their products to the satisfaction of early adopters.
Slope of Enlightenment: More instances of how the technology can benefit the enterprise start to crystallize and become more widely understood. Second- and third-generation products appear from technology providers. More enterprises fund pilots; conservative companies remain cautious.
Plateau of Productivity: Mainstream adoption starts to take off. Criteria for assessing provider viability are more clearly defined. The technology’s broad market applicability and relevance are clearly paying off.
How does this play between WordPress and Compendium Blogware? Open Source and blogging began with the Technology Trigger and went up the Peak of Inflated Expectations right?
The past two years blogging for business has waned because there was no ROI and the tools required technology people to run them coupled with the lack of security from the requirement of 'plug-in's' made them inappropriate for achieving meaningful business goals.
Why is Corporate Blogging now screaming up the ‘Slope of Enlightenment’? Because the benefits have begun to crystallize and become widely understood. This is about search and conversion. Engagement means happy customers, not happy “readers”....and Second & Third Generation products appear.... Wordpress is 1st generation. Compendium Blogware is Third Generation.
I'm working on a post based on yesterdays webinar drawing the comparison between the early days of email marketing and blogging and the evolution of data.
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