Over the last few years there has been lots of talk about how to measure the ROI of a corporate blog, I have written about it a fews times. At the end of the day ROI of a blog is hard to measure, unless you sell advertising which most corporate blogs do not.
A week or so ago Charlene Li from Forrester Research posted about research they have been doing to measure the ROI of corporate blogging, they have produced a series of papers and Excel models for clients. Personally I would love to see but my personal budget does not allow.
According to the report the ROI falls in four main areas:-
- Increased brand visibility
- Savings on customer insight
- Reduced impact of negative user generated content (UGC)
- Increases sales efficiency
Increased brand visibility
I have been subscribed to a Technorati & Google New feeds on Nortel for a while now, most of the content has been spammers selling VOIP or the Nortel vs Beer joke. The number of positive mentions of Nortel in the blogosphere is going up dramatically, example 1 and example 2, I think this one ticked off.
Savings on customer insight
This one is coming along even after only a couple of weeks. The comments have produced some interesting insights from customers and even allowed one of the product managers to reply directly. Again this measure looks like it is coming along well, the insights do need to be integrated back into Nortel’s products.
Reduced impact of negative user generated content (UGC)
A bit early to see on this measure. However John did address some concerns raised in the comments of his first post in his second so we are starting. Nortel has also released an ad on YouTube so I know the marketing teams are aware of UGC. (Based on feedback John is also trying to get his posts to be shorter but the depth of the content makes this very hard.)
Increases sales efficiency
Again a bit early, although based on the comments and posts about the blog, in the blogosphere, both current and potentially future customers are reading the blog or being referred to read it. Therefore when these customers are engaged in the sales process it should be more efficient. To really see the network effect of linking you would need to find out how many customers are also reading the posts on other blogs about John’s blog, basically Metcalfe’s Law (thanks John for the reference).
Not a bad start after a couple of weeks and a few posts.