how to measure the value of blogs and rss for your organization social media summit april 13 2007
TRANSCRIPT
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How to Measure the Value of Blogs and RSS for Your Organization
Social Media Summit
April 13 2007
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Introductions
• Cheryl Contee, Issue Dynamics, Inc.
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Today’s Agenda
• Introduction• The Revolution Will Not
Be Televised• Measuring Impact• Tools You Can Use• The Blogs and Your
Organization
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Introduction
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Blog Talk
• What do you know?• What do you want to know? (Whiteboard)
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Tuesday
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The Revolution Will Not Be Televised
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NY Times Publisher; Feb. 7 2007
• "I really don't know whether we'll be printing the Times in five years, and you know what? I don't care, either."-- Arthur Sulzberger in Ha’aretz (via Gawker)
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Collective Intelligence
• Wikipedia – largest encyclopedia• Craigslist – 7th largest site online• YouTube – 100 million video views a day• MySpace – 150 million members• Flickr – 5 million members
40 (8%) of the Fortune 500 are blogging
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How Powerful?
• 70% of journalists read blogs for breaking news and story ideas
• 91% of Congressional offices track blogs• Only 12% don’t think they matter to the media• 75% of time on local blogs, 25% national blogs
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More on bloggers and blog readers
• About 22% of American adults read blogs• The median age of a blog reader is 25-45• Their median household income is $60K to $80K• About 50% have left a comment on a blog• 80% of MySpace Users are over 18
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About bloggers• Eight percent of Internet users blog• Only 11 percent of these bloggers talk about policy
and politics – most blog about life experiences.• Bloggers tend to be younger • They are equally men and women and are from all
over the country.• Bloggers tend to be more ethnically and racially
diverse.
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The state of the blogosphere
• There are over 70 million blogs• The blogosphere doubles every six months• A new blog is created every half second!• More than half of bloggers continue to blog after
their third month• ~100,000 blog posts are created every hour.
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Exercise 1: 3 Ideas -- 1 Company
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Break!
• Please be back in 10 minutes
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The Impact on Communications
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“Golf Blog”
• 79 million hits in Google
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Recipe for Blogging Success
Mission, goals and objectives
Readers Time, resources
and training
Accurate, currentInformation
FeedbackGood Blog
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Mission and Goals
• What is the mission of your company or organization?
• What will be the mission of your blog? • What is your audience? • Focus on a specific issue or topic• Don’t forget the big picture. How does the blog fit
in?
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Example Missions
• To be an online community news, information and feedback for staff, participants and the press for XYZ organization’s upcoming annual meeting.
• To be the online destination for news, gossip and information for Wall Street experts.
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Goals
• What are your communications imperatives?• What role will this blog play in your
organizational strategy?• What are the expectations?• What about ROI?
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Setting Goals
Your goals should be “SMART”• Specific• Measurable• Attainable• Relevant• Time-oriented
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Examples of Goals
• Fifty percent of traffic will come from other blogs within the first six months
• The blog will generate 100 newsletter signups each week
• 75 blogs will link to our blog by the end of the year.
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Exercise 2
• Blog Mission and Goals• Discussion
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Exercise 3
• To Blog or Not To Blog
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How Can I Use these Tools in a New Environment?
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Blog Monitoring
• It’s not just what you say• It’s also what others say• About what you say
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Value
• Prepare for news before it crosses to the mainstream media
• Follow and participate in a dialogue
• Examine the impact of your work
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Where to begin
• Get your bearings
• Who are your influencers?
• Who are your amplifiers?
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Look at the big picture
The better you know the landscape of the blogosphere, the more effectively you can monitor and grow the value of your blog.
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Tools
• Blog search engines
• RSS aggregators
• Trend charts
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General Blog Traffic Overview*
0
200
400
600
800
1000
1200
Date
Page View s Unique Visits RSS Feeds
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Break!
• Please be back in 15 minutes
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What the Blogs Mean to Your Organization
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Why use blogs?• New channel of communication• Connect with prospects, media and consumers• Communicate directly with the public• Bypass or influence the press. • Improve search engine placement• Connects with Web 2.0 technologies (You Tube, My
Space, Flickr, Wikis, etc.)
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Measurement Tools
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Blog ROI – Forrester Research
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ROI for GM FastLane Blog
• 100 visitor comments per month• Focus group = $15,000/month & $180K/yr
• 99% ROI in 2005 (conservative), 61% in 2006• Potential 117% in 2007
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Exercise 4
• Circle the metrics your organization already values
• Star the ones they should consider tracking
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Exercise 5
• Using Technorati• BlogPulse Demo• TechPresident• Social Networks
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Promoting your blog
Blogosphere
Social InternetYour Blog
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The Daou Triangle
Decision MakersThe Press
The Blogs
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Using Web 2.0 to Your Advantage
• Know What People Are Saying• Become a Thought Leader• Multi-Message• Grow Your Audience• Build Your Brand• Influence The Influentials
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Getting StartedFind Blogs Using:• Technorati.com and BlogPulse.comRead Blogs Using:• FireFox.com, Bloglines.com, NewsGator.comLaunch Blogs Using:• Moveable Type, TypePad, BloggerJoin Online Social Networks Free at:• Facebook, LinkedIn, MySpace, Digg