Blog Potomac Preso

Since we're not doing Powerpoint at all at BlogPotomac, I thought I'd summarize here what I talked about Friday afternoon.

1. Basic 6 steps.
   1. What do you want to measure? Traffic, content, reputation, relationships, sales? Revenue?
   2. Define audience and put into context of what you can impact
   3. Define metrics
      1. For external blogs: Optimal Content Score – tone+positioning+content+visibility+engagement – but really it's whatever is important to you
      2. For institutional blogs: Eric Peterson's Engagement index
      3. For media: Engagement + Web analytics
      4. For internal blogs: engagement, turnover rates, recruitment costs
      5. Pick 3
   4. Pick a benchmark
      1. Peer institutions
      2. 13-month rolling averageContent sourceool
      3. Quantifiers
         1. Compete vs Quantcast vs ComScore vs Nielsen
      4. Qualifiers
         1. 26 types of conversations
         2. Definitions of tonality
         3. Topics, issues, positioning
   5. Analyze results and glean insight
      1. Without insight it's just trivia
      2. What works, what doesn't work
      3. Must relate to business goals
2. Where are we going?
   1. Need for standard definitions – not going to happen
   2. Need for guidelines – in process
   3. Stop asking me, ask your customers

       

       

       

       

Comments

[John]

Thanks for sharing the 6 step formula and defining the metrics for traffic, content, reputation, relationships, sales and revenue...I agree these are all crucial steps to measure, or else you're wasting time and money.