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Blogs: Setting Goals and Measuring Success
Why Do You Want To Blog?
Look inside the company
Needs Wants Other
marketing and PR actions
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
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
Search Visibility and Brand Awareness Search engine listings stimulate
brand recall by a 3-to-1 margin over banner advertising and other online marketing methods.
Source: Search Engine Visibility Study 2004 Enquiro Research
Search and Brand Value
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.
BTI Communications Limited
A small privatelyowned company
vs Big Corporationsin VoIP phonetechnology
August 2004
Problem: Faced with fierce competition in a rapidly expanding market - VoIP
No search visibility at all Small budget
Solution – A blog with RSS feeds
Evaluated platforms and results
Myst Technologies - Blogsite.com Offers RSS feeds Offers reporting tools Gets excellent results
Set a Goal for the Blog
Get Search Engine Visibility in the face of the increasing competition
Drive traffic to the corporate website
Get media coverage
First Blog
Keyword research VoIP Small Business VoIP benefits VoIP business phones VoIP vs traditional phones
Three months later
50 page one results in Google
42% increase in traffic to corporate website
Second Blog
Problem:No top 30 visibility on the phraseBusiness phone systems
Solutions: Started a blog with this name
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
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
Top Phrases Driving Traffic to the Blog
Search Term
Voip small business Voip architecture Voip telephonesVoip business phone systemVoip benefitsSmall business voipVoip equipmentVoip trendsVoip challenges Voip Business communications
Traffic increase to corporate website Three months – 42% Six Months – 68% One Year – 78%
PR Value and Media Relations: Using News Engines and RSS
Create a blog and a feed for journalists
Results in Traditional Media CIO Magazine SMB Trends Hispanic Business Magazine CMO Magazine says
BTI Dancing with the Elephants
Results From zero online visibility to over
120 page one results Page one visibility on keywords
that others pay over $5 a click for 78% increase in corporate website
traffic Leads coming from the Internet for
the first time
TimeShare Website
Time Share Owners blog Launched
His blog provided “news I can’t find elsewhere” about Hurricane Dennis
Site’s link popularity shot up from 39,017 on 5/23 to 85,385 on 7/26
Source: Marketleap, July 26, 2005
Site’s #1 rankings up from 34 to 60, top 10 rankings up from 205 to 290
Source: Ranking-Manager, July 26, 2005
Site’s Alexa ranking improved from #33,229 on 5/23 to #17,438 on 7/30
Goal:
Position the company as a concerned organization and address the issues of our audience.
Build a loyal following Brand Value
Stonyfield Farm BLOG "Cow"munities
Four Blogs
Baby Babble Strong Women Daily News Creating Healthy Kids Bovine Bugle
Reasons for Blogging CEO buy in Small Budget Easily identifiable niche markets in
their audience A tradition of guerrilla marketing A company with a point of view –
an opinion
Results
Strong Women Summits Loyal readership Lots of media attention for the
blogs Brand lift due to positive
impressions
Challenges Get acceptance and buy in from the top Have a clear goal for the blog Make sure the execs understands what
the blog does and what it doesn’t do If lead generation is the goal, make
sure you have a way to capture the leads from the traffic to the blog and the website
Resources
Expansion Plus
http://www.expansionplus.com
Website Content Strategy Bloghttp://falkow.blogsite.com
PRESSfeedhttp://www.press-feed.com
Blogsitehttp://www.blogsite.com
Metrics Beyond GoogleBloglines: 659,633,434 Articles IndexedBlogpulse: 15,280,165 feedsFeedster: 12,824,313 feedsPubsub: 14,606,427 sources, 8m activeTechnorati: 15.4m feeds indexed Del.icio.us: tags, urls and people feedsFlickr: tag and people’s feedsAlexa: visits to a site based on toolbar
installs/visits
Key Word, URL & Tag Searches Key words: your company, your
competitors, key words that matter URLs: yours, your competitor’s Tag searches: yours, your
competitor’s, key words of interest People searches
The Blogosphere: what are you searching?
Google links Stonyfield: Shows 256 to
stonyfield.com/weblog
BTI: Shows 34 to blog.btigroup.com
Note the lack of time awareness in Google…
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 subscriptions
where as Bloglines shows just those who use Bloglines reader and subscribe
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
Who is writing about you? How Do you weight them? Technorati:
Who is linking to you? Blogpulse:
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…
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 the perceived influence
But there is hope for better metrics!
Contact Info: Mary Hodder [email protected] Blog: napsterization Http://napsterization.org/stories/