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Transcript

  • 1. Blogs: Setting Goals and Measuring Success
  • 2. Why Do You Want To Blog?
    • Look inside the company
    • Needs
    • Wants
    • Other marketing and PR actions
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. Search and Brand Value
  • 7. 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.
  • 8. BTI Communications Limited
    • A small privately
    • owned company
    • vs
    • Big Corporations
    • in VoIP phone
    • technology
  • 9. August 2004
    • Problem: Faced with fierce competition in a rapidly expanding market - VoIP
    • No search visibility at all
    • Small budget
  • 10. Solution – A blog with RSS feeds
    • Evaluated platforms and results
    • Myst Technologies - Blogsite.com
      • Offers RSS feeds
      • Offers reporting tools
      • Gets excellent results
  • 11. 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
  • 12. First Blog
    • Keyword research
      • VoIP Small Business
      • VoIP benefits
      • VoIP business phones
      • VoIP vs traditional phones
  • 13. Three months later
    • 50 page one results in Google
    • 42% increase in traffic to corporate website
  • 14. Second Blog
    • Problem:
    • No top 30 visibility on the phrase
    • Business phone systems
    • Solutions:
    • Started a blog with this name
  • 15. 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
  • 16. 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
  • 17. Top Phrases Driving Traffic to the Blog
    • Search Term
    • Voip small business
    • Voip architecture
    • Voip telephones
    • Voip business phone system
    • Voip benefits
    • Small business voip
    • Voip equipment
    • Voip trends
    • Voip challenges
    • Voip Business communications
  • 18. Traffic increase to corporate website
    • Three months – 42%
    • Six Months – 68%
    • One Year – 78%
  • 19. PR Value and Media Relations: Using News Engines and RSS
    • Create a blog and a feed for journalists
  • 20. Results in Traditional Media
    • CIO Magazine
    • SMB Trends
    • Hispanic Business Magazine
    • CMO Magazine says
    • BTI Dancing with the Elephants
  • 21. 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
  • 22. TimeShare Website
  • 23. Time Share Owners blog Launched
  • 24. His blog provided “news I can’t find elsewhere” about Hurricane Dennis
  • 25. Site’s link popularity shot up from 39,017 on 5/23 to 85,385 on 7/26 Source: Marketleap, July 26, 2005
  • 26. Site’s # 1 rankings up from 34 to 60, top 10 rankings up from 205 to 290 Source: Ranking-Manager, July 26, 2005
  • 27. Site’s Alexa ranking improved from # 33,229 on 5/23 to # 17,438 on 7/30
  • 28.
    • 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
  • 29. Four Blogs
    • Baby Babble
    • Strong Women Daily News
    • Creating Healthy Kids
    • Bovine Bugle
  • 30. 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
  • 31. Results
    • Strong Women Summits
    • Loyal readership
    • Lots of media attention for the blogs
    • Brand lift due to positive impressions
  • 32. 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
  • 33. Resources
    • Expansion Plus
    • http://www.expansionplus.com
    • Website Content Strategy Blog
    • http://falkow.blogsite.com
    • P R E SS feed
    • http://www.press-feed.com
    • Blogsite
    • http://www.blogsite.com
  • 34. Contact Details
    • Sally Falkow
    • 626 744 5381
    • 626 676 6419
    • [email_address]
  • 35. Metrics Beyond Google
      • Bloglines: 659,633,434 Articles Indexed
      • Blogpulse: 15,280,165 feeds
      • Feedster: 12,824,313 feeds
      • Pubsub: 14,606,427 sources, 8m active
      • Technorati: 15.4m feeds indexed
      • Del.icio.us: tags, urls and people feeds
      • Flickr: tag and people’s feeds
      • Alexa: visits to a site based on toolbar installs/visits
  • 36. 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
  • 37. The Blogosphere: what are you searching?
  • 38. Google links
    • Stonyfield: Shows 256 to stonyfield.com/weblog
    • BTI: Shows 34 to blog.btigroup.com
    • Note the lack of time awareness in Google…
  • 39.  
  • 40. 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
  • 41. 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
  • 42. Who is writing about you? How Do you weight them?
    • Technorati:
  • 43. Who is linking to you?
    • Blogpulse:
  • 44.  
  • 45. 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…
  • 46. 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!
  • 47. Contact Info:
    • Mary Hodder
    • [email_address]
    • Blog: napsterization
    • Http://napsterization.org/stories/

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