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Key Success Metrics
Participation (outside in) + Conversation (inside out)


                                                 Press
                      Traffic


 Time Spent                                                     Social Media


                                  Comments
                                  Comments
                                                Conversation
                Participation

                                                                 Search
Subscriptions
                                                               Optimization

                                               Tags &
                   Distribution
                                             Bookmarks
Measurement Toolkit: Participation
• A statistical analysis package that measures baseline
  participation metrics for traffic and time spent.




      Shown: Google Analytics (free); Alternate: SiteMeter (free), WebTrends (paid)
Measurement Toolkit: Participation
• Feedburner provides
  detailed subscription
  data for both RSS and
  email subscribers.
• Distributable assets
  (widgets, social
  applications,
  embeddable
  content, etc) require
  the use of your
  technology providers’
  proprietary
  measurement tools.
Measurement Toolkit: Comments
• Tracked in your
  blogging software’s
  admin interface.
• Requires human
  analysis to measure
  volume, trends and
  sentiment – all
  necessary qualitative
  measures that
  prompt your
  response activities.
• Response levels and sentiment are a key input for
  changes to your content strategy.
       Shown: Typepad admin, features/functionality will vary by platform.
Measurement Toolkit: Conversation
• Google search results indicate how well your blog
  content indexes in the organic results.
   – Track increases in hit volume and assess your prominence in
     the first 2-3 pages of results.
Measurement Toolkit: Conversation
• Register your blog with Technorati and your blog’s
  authority and influence, as well as the volume,
  frequency, recency and sentiment of blog coverage.
Measurement Toolkit: Conversation
• Monitor social bookmarking sites like del.icio.us to
  gauge how often consumers tag blog content, which
  content is most popular and what folksonomy tags
  are most widely used to save your content.

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A Framework for Measuring Blog Success

  • 1. Key Success Metrics Participation (outside in) + Conversation (inside out) Press Traffic Time Spent Social Media Comments Comments Conversation Participation Search Subscriptions Optimization Tags & Distribution Bookmarks
  • 2. Measurement Toolkit: Participation • A statistical analysis package that measures baseline participation metrics for traffic and time spent. Shown: Google Analytics (free); Alternate: SiteMeter (free), WebTrends (paid)
  • 3. Measurement Toolkit: Participation • Feedburner provides detailed subscription data for both RSS and email subscribers. • Distributable assets (widgets, social applications, embeddable content, etc) require the use of your technology providers’ proprietary measurement tools.
  • 4. Measurement Toolkit: Comments • Tracked in your blogging software’s admin interface. • Requires human analysis to measure volume, trends and sentiment – all necessary qualitative measures that prompt your response activities. • Response levels and sentiment are a key input for changes to your content strategy. Shown: Typepad admin, features/functionality will vary by platform.
  • 5. Measurement Toolkit: Conversation • Google search results indicate how well your blog content indexes in the organic results. – Track increases in hit volume and assess your prominence in the first 2-3 pages of results.
  • 6. Measurement Toolkit: Conversation • Register your blog with Technorati and your blog’s authority and influence, as well as the volume, frequency, recency and sentiment of blog coverage.
  • 7. Measurement Toolkit: Conversation • Monitor social bookmarking sites like del.icio.us to gauge how often consumers tag blog content, which content is most popular and what folksonomy tags are most widely used to save your content.