Blog Biz Summit Metric Stalk

8/2/2019 Blog Biz Summit Metric Stalk

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Blogs: Setting Goals and

Measuring Success


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Why Do You Want To Blog?

Look inside thecompany

Needs

Wants

Other marketingand PR actions


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Who Are You Targeting? Blog creators more likely to be:

Men: 57% are male

Young: 48% are under age 30 Broadband users: 70% have broadband at home Internet veterans: 82% have been online for six years or

more Relatively well off financially: 42% live in households

earning over $50,000 Well educated: 39% have college or graduate degrees

They have characteristics of opinion leaders

Source: Pew Internet & American Life Project, May 2, 2005


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Set Your Goals For A Blog Build community

Give a voice to the company

Make the company more accessible

Be a thought leader

Become an industry news source

Media coverage

Search visibility

Brand lift

Web Traffic

Leads/Sales


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Search Visibility and Brand

Awareness Search engine listings stimulate brand

recall by a 3-to-1 margin over banner

advertising and other online marketingmethods.

Source: Search Engine Visibility Study 2004 Enquiro Research


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Search and Brand Value


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Brand Value and Search Results The 2001 NPD Group study reported that

search listings were better at branding and

produced more sales than banner ads.

A 2004 IAB study also reported brand lift

from SERPs, especially for prominent

listings.
http://www.clickz.com/news/article.php/12_587751http://www.iab.net/news/pr_2004_7_15.asphttp://www.iab.net/news/pr_2004_7_15.asphttp://www.clickz.com/news/article.php/12_587751


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BTI Communications Limited

A small privately

owned company

vs

Big Corporations

in VoIP phonetechnology


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August 2004

Problem: Faced with fierce competitionin a rapidly expanding market - VoIP

No search visibility at all

Small budget


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Solution A blog with RSS

feeds

Evaluated platforms and results

Myst Technologies - Blogsite.com

Offers RSS feeds

Offers reporting tools

Gets excellent results


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Set a Goal for the Blog

Get Search Engine Visibility in the faceof the increasing competition

Drive traffic to the corporate website

Get media coverage


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First Blog

Keyword research

VoIP Small Business

VoIP benefits

VoIP business phones

VoIP vs traditional phones


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Three months later

50 page one results in Google

42% increase in traffic to corporatewebsite


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Second Blog

Problem:

No top 30 visibility on the phrase

Business phone systems

Solutions:

Started a blog with this name


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March 2005 #1 Voip vs traditional phone system

#1 VoIP solution provider

#2 VoIP small business

#2 VoIP architecture

#5 VoIP phone equipment #6 VoIP benefits

#7 VoIP Small Business costs


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August 2005 #1 Voip vs traditional phone system

#3 VoIP solution provider

#3 VoIP small business

#2 and #3 VoIP architecture

#2 VoIP phone equipment #3 and #4 VoIP benefits

#6 VoIP business phone system


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Top Phrases Driving Traffic to

the BlogSearch TermVoip small business

Voip architectureVoip telephones

Voip business phone system

Voip benefits

Small business voip

Voip equipment

Voip trends

Voip challenges

Voip Business communications


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Traffic increase to corporate

website Three months 42%

Six Months 68%

One Year 78%


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PR Value and Media Relations:

Using News Engines and RSS

Create a blog and a feed for journalists


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Results in Traditional Media CIO Magazine

SMB Trends

Hispanic Business Magazine

CMO Magazine says

BTI Dancing with the Elephants


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Results From zero online visibility to over 120

page one results

Page one visibility on keywords thatothers pay over $5 a click for

78% increase in corporate website

traffic Leads coming from the Internet for the

first time


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TimeShare Website


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Time Share Owners blog

Launched


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His blog provided news I cant find

elsewhere about Hurricane Dennis


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Sites link popularity shot up from 39,017

on 5/23 to 85,385 on 7/26

Source: Marketleap, July 26, 2005


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Sites #1 rankings up from 34 to 60, top

10 rankings up from 205 to 290

Source: Ranking-Manager, July 26, 2005


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Sites Alexa ranking improved from#

33,229 on 5/23 to#

17,438 on 7/30


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Goal:

Position the company as a concerned

organization and address the issues of ouraudience.

Build a loyal following

Brand Value

Stonyfield Farm BLOG "Cow"munities
http://www.stonyfield.com/http://www.stonyfield.com/http://www.stonyfield.com/http://www.stonyfield.com/http://www.stonyfield.com/http://www.stonyfield.com/http://www.stonyfield.com/http://www.stonyfield.com/


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Four Blogs

Baby Babble

Strong Women Daily News

Creating Healthy Kids

Bovine Bugle


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Reasons for Blogging CEO buy in

Small Budget

Easily identifiable niche markets in theiraudience

A tradition of guerrilla marketing

A company with a point of view anopinion


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Results

Strong Women Summits

Loyal readership

Lots of media attention for the blogs

Brand lift due to positive impressions


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Challenges Get acceptance and buy in from the top

Have a clear goal for the blog

Make sure the execs understands whatthe blog does and what it doesnt do

If lead generation is the goal, make

sure you have a way to capture theleads from the traffic to the blog andthe website


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ResourcesExpansion Plus

http://www.expansionplus.com

Website Content Strategy Blog

http://falkow.blogsite.com

PRESSfeed

http://www.press-feed.com

Blogsite

http://www.blogsite.com
http://www.expansionplus.com/http://falkow.blogsite.com/http://www.press-%3Dfeed.com/http://www.blogsite.com/http://www.blogsite.com/http://www.press-%3Dfeed.com/http://www.press-%3Dfeed.com/http://www.press-%3Dfeed.com/http://falkow.blogsite.com/http://www.expansionplus.com/


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Contact DetailsSally Falkow

626 744 5381

626 676 6419

[email protected]
mailto:[email protected]:[email protected]


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Metrics Beyond GoogleBloglines: 659,633,434 Articles Indexed

Blogpulse: 15,280,165 feeds

Feedster: 12,824,313 feedsPubsub: 14,606,427 sources, 8m active

Technorati: 15.4m feeds indexed

Del.icio.us: tags, urls and people feedsFlickr: tag and peoples feeds

Alexa: visits to a site based on toolbar installs/visits


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Key Word, URL & Tag

Searches Key words: your company, your

competitors, key words that matter

URLs: yours, your competitors

Tag searches: yours, your competitors,key words of interest

People searches


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The Blogosphere: what are

you searching?


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Google links Stonyfield: Shows 256 to

stonyfield.com/weblog

BTI: Shows 34 to blog.btigroup.com

Note the lack of time awareness inGoogle


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Subscription metrics Bloglines

Must subscribe to feed to see subscription numbers

Feedburner Must run your feed through Feedburner

Subscription numbers only available to feed owner

Example: Boing Boing

In Bloglines, 26,856 subscribers In Feedburner, 1.2 million subscribers to feed

Difference: Feedburner shows all subscriptionswhere as Bloglines shows just those who useBloglines reader and subscribe


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URL lookups in Blogsearch

tools: Stonyfield.com/weblog:

67 post links to in Technorati

102 in Blogpulse 70 in Feedster

Blog.btigroup.com:

17 post links in Technorati 11 in Blogpulse

22 in Feedster


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Who is writing about you?

How Do you weight them? Technorati:


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Who is linking to you? Blogpulse:


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Finding Influencers Read posts, comments and follow

conversations

Find communities Lisa Poulson and her interns

Looks for link #s to those who link to you

High numbers are indications of popularity

(not authority) Look for key word and tag references to

photos, blog posts, urls and to you


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In the end

You must read the posts, look at

photos, del.icio.us links and tags If people can find it online, you must be

concerned about it, no matter theperceived influence

But there is hope for better metrics!


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Contact Info: Mary Hodder

[email protected]

Blog: napsterization

Http://napsterization.org/stories/
mailto:[email protected]:[email protected]

Documents

Blog Biz Summit Metric Stalk