Andy on Twitter

  • Further spotlighting the Wallabies Woes ,
  • Like wo has tapes anyway? Or even a tape recorder? Or a tape player? Or a fax? ,
  • RH: respect the opportunity you have @Cannes_Lions,
  • Kraft: Stay humble. Work hard. What happened yesterday has no relevance to today or next week. Don't wait for chance. @Cannes_Lions,
  • RH: companies matter in terms of getting stories out to people. @Cannes_Lions,
  • RH points to Trad media co's entering OTT ... @Cannes_Lions,
  • Kraft: nothing bad happens that doesn't have some good associated with it @Cannes_Lions,
  • Kraft: Eventually will be a NFL team in London @Cannes_Lions,
  • Kraft: The future is OTT - which means goodbye TV as we know it. Mobile + streaming + integration with games = winner @Cannes_Lions,
  • Kraft is concerned middle class not doing as well as they should. So right @Cannes_Lions,
  • The hard thing and the right thing are the same thing. Kraft @Cannes_Lions,
  • Practice patience. Never make a change unless you have something better. Kraft @Cannes_Lions,
  • Great orgs are built on inspired talent that is difficult to manage, sometimes large in confidence and ego, strong: Kraft at @Cannes_Lions,
  • The best tend to be the most creative - and tend to be the most difficult. As a leader you must learn to live with that. Kraft @Cannes_Lions,
  • Cannes debate underway.,
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Measuring Blogs…

One of the most frequently asked of me at conferences and the like is “how do you measure the effectiveness of blogs. Charlene Li at Forrester weighs in on a methodology to quantify the return on investment in blogging starting with:

  1. return on impressions
  2. return on media impact
  3. return on target influence
  4. return on earned media.

This is an interesting view in that it looks at the ROI element of the equation. Some of the other areas we also see benefits in are:

  1. Reduced cost of customer acquisition: customers are looking at the blog for education and insight reducing the requirement for hard materials and ongoing dialogue with sales engineers. In short, blogs reduce the sales cycle. We can measure this in hours of people time taken back.
  2. Reduced SEO costs: By participating in other blogs (especially those of pundits and analysts) we see more inbound traffic against key topic areas reducing our dependency on paid search to drive traffic. We’ve seen this go as high as 25%.
  3. Participation reduces research costs: Closed blog communities are a great source of insight for polling and thought taking. They reduce the cost of insight.

Charlene points over to Fraser Likel’s paper “Perspectives on the ROI of Media Relations Publicity Efforts” which also has some good thinking in this area.

I suggest to companies that they start by aligning the blog goals with business goals and let the metrics flow from there.

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