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slides from the presentation (ppt)

  1. 1. Blogs: Setting Goals and Measuring Success
  2. 2. Why Do You Want To Blog? <ul><li>Look inside the company </li></ul><ul><li>Needs </li></ul><ul><li>Wants </li></ul><ul><li>Other marketing and PR actions </li></ul>
  3. 3. Who Are You Targeting? <ul><li>Blog creators more likely to be: </li></ul><ul><ul><li>Men: 57% are male </li></ul></ul><ul><ul><li>Young: 48% are under age 30 </li></ul></ul><ul><ul><li>Broadband users: 70% have broadband at home </li></ul></ul><ul><ul><li>Internet veterans: 82% have been online for six years or more </li></ul></ul><ul><ul><li>Relatively well off financially: 42% live in households earning over $50,000 </li></ul></ul><ul><ul><li>Well educated: 39% have college or graduate degrees </li></ul></ul><ul><li>They have characteristics of “opinion leaders” </li></ul><ul><li>Source: Pew Internet & American Life Project, May 2, 2005 </li></ul>
  4. 4. Set Your Goals For A Blog <ul><li>Build community </li></ul><ul><li>Give a voice to the company </li></ul><ul><li>Make the company more accessible </li></ul><ul><li>Be a thought leader </li></ul><ul><li>Become an industry news source </li></ul><ul><li>Media coverage </li></ul><ul><li>Search visibility </li></ul><ul><li>Brand lift </li></ul><ul><li>Web Traffic </li></ul><ul><li>Leads/Sales </li></ul>
  5. 5. Search Visibility and Brand Awareness <ul><li>Search engine listings stimulate brand recall by a 3-to-1 margin over banner advertising and other online marketing methods. </li></ul><ul><li>Source: Search Engine Visibility Study 2004 Enquiro Research </li></ul>
  6. 6. Search and Brand Value
  7. 7. Brand Value and Search Results <ul><li>The 2001 NPD Group study reported that search listings were better at branding and produced more sales than banner ads. </li></ul><ul><li>A 2004 IAB study also reported brand lift from SERPs, especially for prominent listings. </li></ul>
  8. 8. BTI Communications Limited <ul><li>A small privately </li></ul><ul><li>owned company </li></ul><ul><li>vs </li></ul><ul><li>Big Corporations </li></ul><ul><li>in VoIP phone </li></ul><ul><li>technology </li></ul>
  9. 9. August 2004 <ul><li>Problem: Faced with fierce competition in a rapidly expanding market - VoIP </li></ul><ul><li>No search visibility at all </li></ul><ul><li>Small budget </li></ul>
  10. 10. Solution – A blog with RSS feeds <ul><li>Evaluated platforms and results </li></ul><ul><li>Myst Technologies - </li></ul><ul><ul><li>Offers RSS feeds </li></ul></ul><ul><ul><li>Offers reporting tools </li></ul></ul><ul><ul><li>Gets excellent results </li></ul></ul>
  11. 11. Set a Goal for the Blog <ul><li>Get Search Engine Visibility in the face of the increasing competition </li></ul><ul><li>Drive traffic to the corporate website </li></ul><ul><li>Get media coverage </li></ul>
  12. 12. First Blog <ul><li>Keyword research </li></ul><ul><ul><li>VoIP Small Business </li></ul></ul><ul><ul><li>VoIP benefits </li></ul></ul><ul><ul><li>VoIP business phones </li></ul></ul><ul><ul><li>VoIP vs traditional phones </li></ul></ul>
  13. 13. Three months later <ul><li>50 page one results in Google </li></ul><ul><li>42% increase in traffic to corporate website </li></ul>
  14. 14. Second Blog <ul><li>Problem: </li></ul><ul><li>No top 30 visibility on the phrase </li></ul><ul><li>Business phone systems </li></ul><ul><li>Solutions: </li></ul><ul><li>Started a blog with this name </li></ul>
  15. 15. March 2005 <ul><li>#1 Voip vs traditional phone system </li></ul><ul><li>#1 VoIP solution provider </li></ul><ul><li>#2 VoIP small business </li></ul><ul><li>#2 VoIP architecture </li></ul><ul><li>#5 VoIP phone equipment </li></ul><ul><li>#6 VoIP benefits </li></ul><ul><li>#7 VoIP Small Business costs </li></ul>
  16. 16. August 2005 <ul><li>#1 Voip vs traditional phone system </li></ul><ul><li>#3 VoIP solution provider </li></ul><ul><li>#3 VoIP small business </li></ul><ul><li>#2 and #3 VoIP architecture </li></ul><ul><li>#2 VoIP phone equipment </li></ul><ul><li>#3 and #4 VoIP benefits </li></ul><ul><li>#6 VoIP business phone system </li></ul>
  17. 17. Top Phrases Driving Traffic to the Blog <ul><li>Search Term </li></ul><ul><li>Voip small business </li></ul><ul><li>Voip architecture </li></ul><ul><li>Voip telephones </li></ul><ul><li>Voip business phone system </li></ul><ul><li>Voip benefits </li></ul><ul><li>Small business voip </li></ul><ul><li>Voip equipment </li></ul><ul><li>Voip trends </li></ul><ul><li>Voip challenges </li></ul><ul><li>Voip Business communications </li></ul>
  18. 18. Traffic increase to corporate website <ul><li>Three months – 42% </li></ul><ul><li>Six Months – 68% </li></ul><ul><li>One Year – 78% </li></ul>
  19. 19. PR Value and Media Relations: Using News Engines and RSS <ul><li>Create a blog and a feed for journalists </li></ul>
  20. 20. Results in Traditional Media <ul><li>CIO Magazine </li></ul><ul><li>SMB Trends </li></ul><ul><li>Hispanic Business Magazine </li></ul><ul><li>CMO Magazine says </li></ul><ul><li>BTI Dancing with the Elephants </li></ul>
  21. 21. Results <ul><li>From zero online visibility to over 120 page one results </li></ul><ul><li>Page one visibility on keywords that others pay over $5 a click for </li></ul><ul><li>78% increase in corporate website traffic </li></ul><ul><li>Leads coming from the Internet for the first time </li></ul>
  22. 22. TimeShare Website
  23. 23. Time Share Owners blog Launched
  24. 24. His blog provided “news I can’t find elsewhere” about Hurricane Dennis
  25. 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. 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. 27. Site’s Alexa ranking improved from # 33,229 on 5/23 to # 17,438 on 7/30
  28. 28. <ul><li>Goal: </li></ul><ul><ul><li>Position the company as a concerned organization and address the issues of our audience. </li></ul></ul><ul><ul><li>Build a loyal following </li></ul></ul><ul><ul><li>Brand Value </li></ul></ul>Stonyfield Farm BLOG &quot;Cow&quot;munities
  29. 29. Four Blogs <ul><li>Baby Babble </li></ul><ul><li>Strong Women Daily News </li></ul><ul><li>Creating Healthy Kids </li></ul><ul><li>Bovine Bugle </li></ul>
  30. 30. Reasons for Blogging <ul><li>CEO buy in </li></ul><ul><li>Small Budget </li></ul><ul><li>Easily identifiable niche markets in their audience </li></ul><ul><li>A tradition of guerrilla marketing </li></ul><ul><li>A company with a point of view – an opinion </li></ul>
  31. 31. Results <ul><li>Strong Women Summits </li></ul><ul><li>Loyal readership </li></ul><ul><li>Lots of media attention for the blogs </li></ul><ul><li>Brand lift due to positive impressions </li></ul>
  32. 32. Challenges <ul><li>Get acceptance and buy in from the top </li></ul><ul><li>Have a clear goal for the blog </li></ul><ul><li>Make sure the execs understands what the blog does and what it doesn’t do </li></ul><ul><li>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 </li></ul>
  33. 33. Resources <ul><li>Expansion Plus </li></ul><ul><li> </li></ul><ul><li>Website Content Strategy Blog </li></ul><ul><li> </li></ul><ul><li>P R E SS feed </li></ul><ul><li> </li></ul><ul><li>Blogsite </li></ul><ul><li> </li></ul>
  34. 34. Contact Details <ul><li>Sally Falkow </li></ul><ul><li>626 744 5381 </li></ul><ul><li>626 676 6419 </li></ul><ul><li>[email_address] </li></ul>
  35. 35. Metrics Beyond Google <ul><ul><li>Bloglines: 659,633,434 Articles Indexed </li></ul></ul><ul><ul><li>Blogpulse: 15,280,165 feeds </li></ul></ul><ul><ul><li>Feedster: 12,824,313 feeds </li></ul></ul><ul><ul><li>Pubsub: 14,606,427 sources, 8m active </li></ul></ul><ul><ul><li>Technorati: 15.4m feeds indexed </li></ul></ul><ul><ul><li> tags, urls and people feeds </li></ul></ul><ul><ul><li>Flickr: tag and people’s feeds </li></ul></ul><ul><ul><li>Alexa: visits to a site based on toolbar installs/visits </li></ul></ul>
  36. 36. Key Word, URL & Tag Searches <ul><li>Key words: your company, your competitors, key words that matter </li></ul><ul><li>URLs: yours, your competitor’s </li></ul><ul><li>Tag searches: yours, your competitor’s, key words of interest </li></ul><ul><li>People searches </li></ul>
  37. 37. The Blogosphere: what are you searching?
  38. 38. Google links <ul><li>Stonyfield: Shows 256 to </li></ul><ul><li>BTI: Shows 34 to </li></ul><ul><li>Note the lack of time awareness in Google… </li></ul>
  39. 40. Subscription metrics <ul><li>Bloglines </li></ul><ul><ul><li>Must subscribe to feed to see subscription numbers </li></ul></ul><ul><li>Feedburner </li></ul><ul><ul><li>Must run your feed through Feedburner </li></ul></ul><ul><ul><li>Subscription numbers only available to feed owner </li></ul></ul><ul><li>Example: Boing Boing </li></ul><ul><ul><li>In Bloglines, 26,856 subscribers </li></ul></ul><ul><ul><li>In Feedburner, 1.2 million subscribers to feed </li></ul></ul><ul><ul><li>Difference: Feedburner shows all subscriptions where as Bloglines shows just those who use Bloglines reader and subscribe </li></ul></ul>
  40. 41. URL lookups in Blogsearch tools: <ul><li> </li></ul><ul><ul><li>67 post links to in Technorati </li></ul></ul><ul><ul><li>102 in Blogpulse </li></ul></ul><ul><ul><li>70 in Feedster </li></ul></ul><ul><li> </li></ul><ul><ul><li>17 post links in Technorati </li></ul></ul><ul><ul><li>11 in Blogpulse </li></ul></ul><ul><ul><li>22 in Feedster </li></ul></ul>
  41. 42. Who is writing about you? How Do you weight them? <ul><li>Technorati: </li></ul>
  42. 43. Who is linking to you? <ul><li>Blogpulse: </li></ul>
  43. 45. Finding Influencers <ul><li>Read posts, comments and follow conversations </li></ul><ul><li>Find communities </li></ul><ul><ul><li>Lisa Poulson and her interns </li></ul></ul><ul><li>Looks for link #’s to those who link to you </li></ul><ul><li>High numbers are indications of popularity (not authority) </li></ul><ul><li>Look for key word and tag references to photos, blog posts, urls and to you… </li></ul>
  44. 46. In the end… <ul><li>You must read the posts, look at photos, links and tags </li></ul><ul><ul><li>If people can find it online, you must be concerned about it, no matter the perceived influence </li></ul></ul><ul><li>But there is hope for better metrics! </li></ul>
  45. 47. Contact Info: <ul><li>Mary Hodder </li></ul><ul><li>[email_address] </li></ul><ul><li>Blog: napsterization </li></ul><ul><li>Http:// </li></ul>