I’m speaking at a CIM event in Leeds tomorrow morning about social media and marketing. It’ll be an interesting experience as although I’ve sat through a fair few events with PR people, I’ve never discussed blogging with marketeers – and they’re a different genus altogether. ; )
So I was glad to see Steve Rubel had blogged about a new report from Forrester Research about the ROI of blogging. It should certainly help me allay marketeers’ (and PROs’) fears tomorrow and help them justify their work (although social media argubly allows much more than just direct ROI in terms of hard cash).
The executive summary of the document tells us reassuringly:
“While blogging’s value can’t be measured precisely, marketers will find that calculating the ROI is easier than it looks.”
But beyond that the content is pay-walled. And it’s pay-walled at a nice price of $379.
The good news is Steve has been given an advance version with a nice, easy diagram to help work out ROI which you can look at here.
One final point to this post is that to help keep tomorrow’s debate flowing at 8.30am, the organisers have solicted some questions from delegates in advance so there’s ready material to discuss.
My favourite is: “How can I capture data from visitors to a blog and how easy is it to build a database…”
My personal opinion is if they’re asking this question then they really don’t get social media’s ability to build honest, open relationships with people. But my boss thinks that it might acceptable in certain situations. Anyone fancy contributing their thoughts? Answers received before 8am tomorrow morning will go into the debate!
Creating a database? Anyone who blogs creates a database (tags, links, comments etc) – but let’s get the definitions right first. A database, in marketing terms, is a bunch of anonymous mugs you want to sell something to who probably hate you anyway.
A blog database is a list of friends you want to talk to because they have engaged with you and like you and might value what you have to say. A blog is about creating a community and if they have joined in that community would welcome further news via an email etc.
The question is dumb and lame – and based on old media traditions. Which is you are dumb arse potential customer so I will add you to my list and bombard you with shite.
Web 2.0 says I like you and you like me – let’s keep talking. However, if you don’t like what I am saying I will take you off my list but visit the blog again soon because a few things might have changed. And hey! I would welcome your feedback.
Well you could use some social media widgets on the blog to capture the data by blog readers providing it because they want to connect with you and fellow readers.
For example you might develop a frappr account to determine the geographic location, or a flickr account and group to find out how many people are interested in your topic. I do not think you have to ask for data directly, though you could have a reader survey. I know several blogs do so successfully.
I think you’re both right. My point wa that it was classic example of traditional marketing think. The Q wasn’t about building meaningful relationships with readers but instead harvesting their personal details to DM at a later date!! Thanks for your comments.
Simon, there is a bit of a problem with Charlene’s methodology. I have blogged about it but the issue is one that marketers like and is a wayward meme. There is no way of measuring value and cost when it comes to editorial and your marketing friends my also have a view about advertsing cost v value as well. It is the basis of much of these findings and I am sad that Charlene (whose work I think is outstanding) has gone down this route.
You’re right as ever, David. But is this ‘wrongness’ any different from the perennial evaluation issue for PR people??
I suppose someone had to take the plunge and got for measurement where perhaps true measuremetn is not possible. I like the first comment on Steve Rubel’s blog post about Charlene’s ROI work. It says something like: “Finally something you suits can use!”.
I don’t think charlene took into account the impact of negative word of mouth if a blog does not engage blog readers in the General Motors case study. I wrote an article about this issue. I agree with David, I think Charlene provides a great framework but the application does not work in this case.