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How to Measure the Value of Blogs and RSS for Your Organization

How to Measure the Value of Blogs and RSS for Your Organization. Social Media Summit April 13 2007. Introductions. Cheryl Contee, Issue Dynamics, Inc. Today’s Agenda. Introduction The Revolution Will Not Be Televised Measuring Impact Tools You Can Use The Blogs and Your Organization.

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How to Measure the Value of Blogs and RSS for Your Organization

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  1. How to Measure the Value of Blogs and RSS for Your Organization Social Media Summit April 13 2007

  2. Introductions • Cheryl Contee, Issue Dynamics, Inc.

  3. Today’s Agenda • Introduction • The Revolution Will Not Be Televised • Measuring Impact • Tools You Can Use • The Blogs and Your Organization

  4. Introduction

  5. Blog Talk • What do you know? • What do you want to know? (Whiteboard)

  6. Sunday

  7. Monday

  8. Tuesday

  9. Comcast Customer Service

  10. The Revolution Will Not Be Televised

  11. NY Times Publisher; Feb. 7 2007 • "I really don't know whether we'll be printing the Times in five years, and you know what? I don't care, either."-- Arthur Sulzberger in Ha’aretz (via Gawker)

  12. Collective Intelligence • Wikipedia – largest encyclopedia • Craigslist – 7th largest site online • YouTube – 100 million video views a day • MySpace – 150 million members • Flickr – 5 million members 40 (8%) of the Fortune 500 are blogging

  13. How Powerful? • 70% of journalists read blogs for breaking news and story ideas • 91% of Congressional offices track blogs • Only 12% don’t think they matter to the media • 75% of time on local blogs, 25% national blogs

  14. More on bloggers and blog readers • About 22% of American adults read blogs • The median age of a blog reader is 25-45 • Their median household income is $60K to $80K • About 50% have left a comment on a blog • 80% of MySpace Users are over 18

  15. About bloggers • Eight percent of Internet users blog • Only 11 percent of these bloggers talk about policy and politics – most blog about life experiences. • Bloggers tend to be younger • They are equally men and women and are from all over the country. • Bloggers tend to be more ethnically and racially diverse.

  16. The state of the blogosphere • There are over 70 million blogs • The blogosphere doubles every six months • A new blog is created every half second! • More than half of bloggers continue to blog after their third month • ~100,000 blog posts are created every hour.

  17. Exercise 1: 3 Ideas -- 1 Company

  18. Break! • Please be back in 10 minutes

  19. The Impact on Communications

  20. “Golf Blog” • 79 million hits in Google

  21. Recipe for Blogging Success Good Blog Feedback

  22. Mission and Goals • What is the mission of your company or organization? • What will be the mission of your blog? • What is your audience? • Focus on a specific issue or topic • Don’t forget the big picture. How does the blog fit in?

  23. Example Missions • To be an online community news, information and feedback for staff, participants and the press for XYZ organization’s upcoming annual meeting. • To be the online destination for news, gossip and information for Wall Street experts.

  24. Goals • What are your communications imperatives? • What role will this blog play in your organizational strategy? • What are the expectations? • What about ROI?

  25. Setting Goals Your goals should be “SMART” • Specific • Measurable • Attainable • Relevant • Time-oriented

  26. Examples of Goals • Fifty percent of traffic will come from other blogs within the first six months • The blog will generate 100 newsletter signups each week • 75 blogs will link to our blog by the end of the year.

  27. Exercise 2 • Blog Mission and Goals • Discussion

  28. Exercise 3 • To Blog or Not To Blog

  29. How Can I Use these Tools in a New Environment?

  30. Blog Monitoring • It’s not just what you say • It’s also what others say • About what you say

  31. Value • Prepare for news before it crosses to the mainstream media • Follow and participate in a dialogue • Examine the impact of your work

  32. Where to begin • Get your bearings • Who are your influencers? • Who are your amplifiers?

  33. Look at the big picture The better you know the landscape of the blogosphere, the more effectively you can monitor and grow the value of your blog.

  34. Tools • Blog search engines • RSS aggregators • Trend charts

  35. Break! • Please be back in 15 minutes

  36. What the Blogs Mean to Your Organization

  37. Why use blogs? • New channel of communication • Connect with prospects, media and consumers • Communicate directly with the public • Bypass or influence the press. • Improve search engine placement • Connects with Web 2.0 technologies (You Tube, My Space, Flickr, Wikis, etc.)

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