Blogging For Business: Measuring Success When Your Goal Isn't Sales

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Using the Verizon Wireless Midwest Area blog as a case study, this presentation discusses blogging for business and how to measure success if direct sales isn't one of your main goals.

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  • @AlanStamm Goals are more higher level. Objectives are more specific. So you should make sure objectives are measurable and tie into your goals. Example: Your goal is to attract more readers to your blog. Your objective is to increase blog visits by 20% by the end of 2014. See the difference? :)
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  • Useful, actionable guidance, Nikki.

    Just one mini-quibble, or perhaps a blind spot for me:

    I see Goals and Objectives (slide 6) as the same thing, as do two agency partners I've collaborated with. I couldn't differentiate those step and wonder if *even* you and/or Paul can! ;-}
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Blogging For Business: Measuring Success When Your Goal Isn't Sales

  1. 1. BLOGGING FOR BUSINESS: MEASURING SUCCESS WHEN YOUR GOAL ISN’T SALES With Verizon Wireless & Identity
  2. 2. http://www.lendingmemo.com/ WHAT’S THE ROI OF BLOGGING?
  3. 3. MEASUREMENT IS CRUCIAL, BUT EVERY ONLINE MARKETING EFFORT WON’T RESULT IN DIRECT SALES.
  4. 4. 4 BUT IT’S OK! http://www.flickr.com/photos/13951072@N00/9072463612/ THE FACE YOUR BOSS MAY GIVE YOU AFTER MAKING THAT STATEMENT…
  5. 5. THERE ARE SEVERAL OTHER WAYS TO PROVE SUCCESS THROUGH BLOGGING, BUT YOU MUST DO THIS FIRST:
  6. 6. 6 OUTLINE YOUR: • Goals • Objectives • Strategy • Tactics • Plan to track and report on results/success
  7. 7. CASE STUDY: VERIZON WIRELESS MIDWEST AREA BLOG & CONTENT STRATEGY http://vzwmidwestarea.com
  8. 8. 2011: TUMBLR
  9. 9. INITIAL MWA BLOG GOALS: • Support corporate messaging. • Create a central MWA news hub. • Amplify top MWA media and blog stories. • Incorporate multimedia into PR strategy. • Continue building strong relationships with media and bloggers. • Grow monthly social shares and reblogs on Tumblr.
  10. 10. 10 CHALLENGES: • Verizon MWA team support. • Tumblr limitations. • Content limitations – could only share partial blog post/news article. • Need to go beyond vanity metrics (reblogs, social shares).
  11. 11. 11 SUCCESSES: • Media Tumblr pages liking/sharing our content. • Bloggers asking to have their stories syndicated on our blog. • PR team on board with strategy and frequently providing content to highlight.
  12. 12. THE FUTURE - 2012 AND BEYOND…
  13. 13. CURRENT MWA BLOG GOALS: • Feature weekly technology/wireless stories (both related and unrelated to Verizon), MWA community events, product experiences and personal stories highlighting innovative uses of mobile technology from Midwest media/bloggers/customers. No more highlighting media/blog stories. All original content. • Feature guest stories monthly to build new and strengthen existing relationships. • Drive traffic from MWA blog to Verizon owned sites (main site, 4G LTE site, HopeLine site, etc.), as well as Google Play and iTunes. • Garner majority of website traffic from visitors within the 15 states that comprise the MWA. • Position Twitter as main traffic referral source. • Increase pageviews year-over-year.
  14. 14. 16 ELEVATED INITIAL STRATEGY BY: • Creating #vzwmidwest hashtag to brand and track content. • Adding SEO elements to content and CMS backend. • Providing suggested tweets of blog content to PR team. • Partnering with other PR agencies to recommend story ideas, guest contributors and coordinate content. • Redesigned blog – more emphasis on images.
  15. 15. 17 ELEVATED INITIAL STRATEGY BY: • Including more links to Verizon sites and previous content. • Creating a Verizon MWA Blog Contributor badge for guest bloggers to post on their site (links back to MWA blog). • Creating robust editorial calendar. Send every Monday morning with weekly posting schedule. • Providing monthly blog report with key metrics and month-over-month comparisons. • Thinking more like storytellers than traditional PR practitioners.
  16. 16. 18 HOW WE MEASURE SUCCESS
  17. 17. 19 LEVEL ONE SUCCESSES: • Pageviews (63% increase from 2012 to 2013, up 68% from this time last year). • Social shares: • Twitter, Facebook & Facebook Mobile consistently top 3 referring sites. Twitter was #1 referral source 9/12 months in 2013. • #vzwmidwest hashtag shared 3,934 times in 2013. • In 2013, more than 75% of monthly content was original stories. • In 2013, featured at least one guest contributor each month. • Existing relationships strengthened and new relationships formed.
  18. 18. 20 LEVEL TWO SUCCESSES: • In 2013, 27% of clicks on outbound links took visitors to relevant Verizon sites. • More than 50% of visitors each month in 2013 came from 15 states within the MWA. • All content is now original, with multiple contributions per month from guest bloggers. • Verizon HQ digital team utilized MWA content strategy as a roadmap to build its own. • Blog contributors converted to new customers.
  19. 19. 21
  20. 20. SO YA WANNA BE A BLOGGING ROCKSTAR?
  21. 21. 28 BLOGGING TIPS: • Define your goals and strategy. Refine as needed. • Once strategy is outlined – STICK TO IT! It’s OK to say no when content isn’t up to par with standards. • Create style and guest post guidelines. • Work collaboratively, but have one editorial director or team. • Create and update editorial calendar. • Partner with those who already have established communities to build your online presence. • Pay attention to the data and rework content as needed. Get comfy with Google Analytics. • Over-communicate successes; highlight wins. • Reward your readers. • Include blog URL in press releases, marketing materials, email, etc.
  22. 22. QUESTIONS & DISCUSSION
  23. 23. THANK YOU! Paul Ulreich – PR Manager, Verizon Wireless in Michigan, Indiana & Kentucky | @VZWpaulu Nikki Little – Social Media Manager, Identity | @nikki_little

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