April 19, 2014

Forrester’s new whitepaper will make business blogging easier

Posted by: of A View from the Isle on 01/25/07

One of the big questions us business blogging consultants have to answer is “So, what’s the ROI here?”.  Sure, we all have good answers.  As a group we’ve all bantered this around, especially when we get together and we’re bantering over a round … of drinks, and we’re pretty much all on the same page here.  One thing that has been lacking is that all-important uber-consultant seal of approval.  I know it’s silly, but hey it’s the truth.  Big companies like to see Gartner or Forrester reports that back what you’re saying.

Today Forrester released their blogging ROI whitepaper and real-world application of the model to GM  (hat tips to Steve and Charlene).  Finally!  Now if I could just get my hands on a copy of that report …

If you’d like to read a little more in-depth analysis of the report, check out my post on the OBO blog.

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7 comments for Forrester’s new whitepaper will make business blogging easier »

  1. [...] Original post by Yahoo News Converted to RSS .92 Formaat and software by Elliott Back [...]

    Pingback by Blog For Business - Forresters New Whitepaper Will Make Business Blogging Easier Business Blog Consulting — January 25, 2007 @ 4:11 pm


  2. [...] Your Enterprise? Business Blog Consultingall 2 news articles Written by on January 25th, 2007 with no comments. Read more articles on BloggingReasons. [...]

    Pingback by Million Reasons to Blog — January 25, 2007 @ 4:32 pm


  3. [...] O Business Blog Consulting nos aponta que a Forrester Research lançou ontem (24/01) dois relatórios de muita importância para nossa comunidade de “admiradores dos blogs”. [...]

    Pingback by Blog do livro Blog Corporativo » Blog Archive » O ROI dos Blogs Corporativos — January 25, 2007 @ 8:10 pm


  4. Blogs Are Hot!…

    It’s a hot day. The sun is beating down and you’re sweating through your clothes. Not far from you are small round coffee tables with glistening chrome water pitchers and these strangely shaped glass containers, each about the size of……

    Trackback by The Commerce360 Blog — January 25, 2007 @ 11:16 pm


  5. I knew blogs were picking up in popularity and serve a legitimate business purpose, but I hadn’t considered them an ROI model in the making. I would like to see that report, too.

    Comment by SEO — January 26, 2007 @ 1:59 am


  6. I’ve had a look at parts of the report. A lot of it is pretty intuative, but it is written susinctly and in ways execs and other decisions makers can absorb. I have to give kudos to Charlene and her team for a really great piece of work.

    Comment by Tris Hussey — January 26, 2007 @ 2:13 am


  7. [...] As an evangelist of the business benefits of blogging, I’ve been interested by the wave of posts around the blogosphere on Charlene Li’s new Forrester reports on the ROI of Blogging.  When one of the major technology research companies adds it’s name to these kind of findings, it will add credibility for the topic as a whole.  There are actually two reports: “The ROI Of Blogging: The “Why” And “How” Of External Blog Accountability”. and“Calculating The ROI Of Blogging: A Case Study, A Look At The ROI of General Motor’s FastLane Blog” These reports are available to Forrester clients, or anybody prepared to shell out $379 and $279.  However, some of the key findings are quoted by Charlene, and some of the others who have had access to the reports.  In her blog post she says: “We developed a framework that allows companies to track and measure the benefits of external blogs. From the companies and individuals we spoke with, the most common benefits are; increased brand visibility, savings from customer insights, reduced impact from negative user-generated content, and increased sales efficiency. The hard part is coming up with metrics that reflect these benefits, and more importantly, how to value those metrics.”Here’s the key table from the report:  These are good indicators, although in his analysis, Dennis is sceptical about the value of the PR angle.  For me, and for any small business trying to get some press exposure and build their brand, this is one of the easiest components to justify.  As an example, a year ago one of my blog posts, reporting on a Salesforce.com event, got picked up and reported by AccountingWEB one of my target publications for advertising and getting noticed.  The journalist in question rang me up to apologise, as he had lifted most of my words.  Since he had mentioned me in the first sentence, and my company in the second, I didn’t care what he did with my text!  Now to get a name check like this in the traditional way I would need to spend £2-3000 a month for 6 months with a decent PR firm to get my name and brand picked up by the mainstream media.  For me it was a few pounds a month hosting this blog, and the time and effort required to write it. Earlier in the first report Charlene comments: “Many large companies stand on the brink of blogging, yet they are unwilling to take the plunge. Others, having dove in early, now face the challenge of managing existing blogs without the ability to show that they effectively support business goals. While blogging’s value can’t be measured precisely, marketers will find that calculating the ROI is easier than it looks. Following a three-step process, marketers can create a concrete picture of the key benefits, costs, and risks that blogging presents and understand how they are likely to impact business goals. This, in turn, enables marketers to answer the key questions, such as whether to blog or not to blog, or to make smart choices about an existing blog.”The report and the metrics above will help make more businesses realise that they need to incorporate blogging in to their marketing mix, and that has to be good news.   Here are some other views on Charlene’s report from around the blogs: Dennis Howlett’s analysis from the accounting profession’s point of view: AccMan ProDan Farber’s view: Between the LinesDrew B’s take: Drew B’s take on Tech PR Renee Blodgett’s take  from a corporate communication’s point of view: down the avenueMinic Rivera’s take: The Blogging TimesTodd Tweedy’s take from an online marketer’s point of view: WordSpreadsQuickly.comTris Hussey’s view on: Business Blog ConsultingSteve Rubel’s take: MicropersausionKevin O’Keefe’s take from a Law firm’s point of view: Real Lawyers Have BlogsTechnorati Tags : Enterprise+Iregulars, blogging, Charlene+Li, Forrester, ROIPowered By Qumana   [link] [...]

    Pingback by Business Two Zero » Blog Archive » The ROI of Blogging — January 26, 2007 @ 6:07 am


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