Jennifer Joseph Researcher Forrester Research May 20, 2008 Forrester Marketing Blogs Feedback Survey Results

Agenda Who we surveyed Feedback from readers What it means

Who we surveyed

Feedback from readers

What it means

Agenda Who we surveyed Feedback from readers What it means

Who we surveyed

Feedback from readers

What it means

Who did we survey Surveyed 211 blog readers Fielded in April 2008 Posted on four blogs: Jeremiah Owyang’s Web-strategist Interactive Marketing blog Groundswell Being Peter Kim Distribution of survey respondents by blog Source: April 2008 Blog Feedback Online Survey Base: 211 readers of Forrester marketing blogs

Surveyed 211 blog readers

Fielded in April 2008

Posted on four blogs:

Jeremiah Owyang’s Web-strategist

Interactive Marketing blog

Groundswell

Being Peter Kim

Who responded How many employees work for your company worldwide? Source: April 2008 Blog Feedback Online Survey Base: 196 readers of Forrester marketing blogs Which country are you based in? (countries were aggregated into regions)

Who responded (cont.) Source: April 2008 Blog Feedback Online Survey Base: 196 readers of Forrester marketing blogs What is your primary role at your company? *Other Forrester roles includes: Chief Information Officer, Analyst Relations Professional, Market Research Professional, Management Consultant, Application Development & Program Management Professional, Advertising Agency, Enterprise Architecture Professional, and IT Infrastructure & Operations Professional

Respondents are relatively new, but frequent readers “ How frequently do you read X blog?” “ For how long have you been reading X blog?” Source: April 2008 Blog Feedback Online Survey Base: 211 readers of Forrester marketing blogs

Most respondents are at least testing online social media tactics Source: April 2008 Blog Feedback Online Survey Base: 211 readers of Forrester marketing blogs

Agenda Who we surveyed Feedback from readers What it means

Who we surveyed

Feedback from readers

What it means

Most readers subscribe via RSS Source: April 2008 Blog Feedback Online Survey Base: 211 readers of Forrester marketing blogs (multiple responses accepted) “ How do you consume the content on X Blog?”

Volume of content is good Source: April 2008 Blog Feedback Online Survey Base: 211 readers of Forrester marketing blogs How would you rate the volume of content being published on X Blog?

Quality of content is above average The sum of “Above average” and “excellent” is: 90% for all respondents 94% for Web-strategist 93% for Groundswell 88% for Being Peter Kim 78% for Interactive Marketing Blog Source: April 2008 Blog Feedback Online Survey Base: 211 readers of Forrester marketing blogs “ How do you rate the overall quality of content posted on X Blog?”

The sum of “Above average” and “excellent” is:

90% for all respondents

94% for Web-strategist

93% for Groundswell

88% for Being Peter Kim

78% for Interactive Marketing Blog

Industry insights and cutting edge marketing technologies top the list Source: April 2008 Blog Feedback Online Survey Base: 211 readers of Forrester marketing blogs

Organization and justification for marketing investments are low on the list Source: April 2008 Blog Feedback Online Survey Base: 211 readers of Forrester marketing blogs

Readers interested in case studies and forecasts Source: April 2008 Blog Feedback Online Survey Base: 211 readers of Forrester marketing blogs “ Please select the top three types of content you would like to see more of on X Blog?”

Primary content interest varies by blog IM blog – 61% interested in forecasts and predictions Groundswell – after forecasts (57%), 54% selected data charts and Forrester graphics while the other blogs showed 36% or less for this type of content Being Peter Kim – 68% selected opinion and editorial compared with 39% or fewer for other blogs Web-strategist – 57% want more case studies

IM blog – 61% interested in forecasts and predictions

Groundswell – after forecasts (57%), 54% selected data charts and Forrester graphics while the other blogs showed 36% or less for this type of content

Being Peter Kim – 68% selected opinion and editorial compared with 39% or fewer for other blogs

Web-strategist – 57% want more case studies

Slide shows and continued multi-media are preferred Source: April 2008 Blog Feedback Online Survey Base: 211 readers of Forrester marketing blogs “ Please select the form of content that you would most like to see more of on X Blog.”

Net Promoter varies by blog “ Would you recommend this blog to a friend or colleague?” All respondents: 36 Web-strategist: 54 Groundswell: 39 IM Blog: 20 Being Peter Kim: N value too small to calculate Source: April 2008 Blog Feedback Online Survey Base: 211 readers of Forrester marketing blogs

“ Would you recommend this blog to a friend or colleague?”

All respondents: 36

Web-strategist: 54

Groundswell: 39

IM Blog: 20

Being Peter Kim: N value too small to calculate

Agenda Who we surveyed Feedback from readers What it means

Who we surveyed

Feedback from readers

What it means

What it means Overall, the responses are very positive We have an extremely varied audience That audience expects and wants more of the type of content we are already providing, specifically case studies Post when you have something interesting to share Slides and ppt are welcome

Overall, the responses are very positive

We have an extremely varied audience

That audience expects and wants more of the type of content we are already providing, specifically case studies

Post when you have something interesting to share

Slides and ppt are welcome

Thank you Jennifer Joseph [email_address] www.forrester.com