What's the ROI of a blog?

What's the ROI of a blog?: "We had an interesting conversation with a prospect for our new CGM Dashboard software. As usual we explained that it was specifically geared for consumer generated media parameters such as comments, trackbacks, nature of comment, type of comment etc. there was a lot of head nodding and hmmming and then at the end the PR guys said 'but what’s the bottom line? When I go into my boss he expects to see a dollar sign like an ad value equivalency or something. Don’t you have that formula? ' "

The problem with Citizen Journalism

The problem with Citizen Journalism: "User generated content presents a lot of challenges for newsrooms and the biggest might be what to call it. For better or for worse, citizen journalism is a moniker that appears to be sticking. Probably for worse."

New WoM Blog

I've just come across a new WoM blog. The great thing about this blog is the author's (I'm reliably informed that this author know his onions when it comes to the world of marketing) sobering, sceptical stance which is long overdue. I think so many companies are just too busy trying to climb the hype-curve at the moment...

Venture Chronicles: Using Social Media at SAP

Interesting commentary from SAP about blog analytics: -

Venture Chronicles: Using Social Media at SAP: "On the technology side there are a couple of things to report. The first is that blog analytics have a long way to go. These technologies are very good at giving your graphs and charts that track various aspects of conversations, but nothing that I have seen helps me understand who is in the community, who is influential, and how I reach them... in short, they aren't telling me what I don't know but want to know. Basically, I am focusing most of my energy on getting monitoring of blogs and forums in place, analytics I can do later. Speaking of analytics, a lot of the vendors I have seen want to give me an analyst function instead of automated analytics, in other words, somebody on the other end of the line is going to tell me what something means. I have 52 analysts in competitive intelligence, I surely don't need to pay a third party to provide me with an analysis of competitive news. "

Apple: From Computer Geek to Style Icon

I've managed to get my hands on a report written by Millward Brown for WPP's BrandZ brand equity study.

It's called "From Computer Geek to Style Icon" and chronicles Apple's brand-highs and brand-lows from 1976 to the present day.

You can download it here.


So what does Apple teach us about brand revitalisation? : -

i) Strip out what makes the brand great - focus communication and product development on this

ii) Don’t feel pressured to appeal to everyone – greater loyalty amongst a smaller group can be just as powerful

iii) Believe in your brand – internal confidence helps drive consumer credibility

iv) Exploit halo opportunities - where there is a clear link between Corporate identity and brands facilitate a two way transfer of credible values

v) Be consistent – drive clarity of associations right through the line

Point ii) above reminds me of Malcolm Gladwell's "Law of the Few" in his book "The Tipping Point": a tiny percentage of the people do the majority of the work to build momentum.

How do you feel about Apple as a brand? Maybe you could give Matt Galloway's new 'buzz-o-phone' a try?

Micro Persuasion: Blog Measurement Needs Standards

Micro Persuasion: Blog Measurement Needs Standards: "New data from Gallup notes that one in five Americans say they consult blogs “frequently” or at least “occasionally.” Earlier Gallup figures found that 21 percent of 18-29 year olds read blogs, while Pew pegged the blog consumption audience at 58 percent last year. "