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« Research: B2B blogging and marketing | Main | White Paper: 2007 Digital outlook report »

Research: Calculating Blogging ROI

Forrester used the process outlined in the associated Best Practices document, "The ROI Of Blogging," to calculate the ROI of General Motors' FastLane blog; but, this is not merely an exercise to generate a number. Using scenarios, General Motors can understand the risk and impact of increases and decreases of a key metric — the number of press mentions — on the value of the blog. With this knowledge in hand, General Motors can make critical businesses decisions, such as whether to invest heavily in innovations that will rekindle press attention.

Some other insightful findings include:

  • The largest contributor of ROI to GM’s Fastlane blog in 2005 and 2006 was press mentions
  • The total cost of launching a blog with a team of 4-5 people starts at $25k
  • Smart blogging includes monitoring brand discussions in the broader Blogosphere
  • Tying benefits to known metrics helps translate blogging ROI more easily

» forrester

The report provides the following chart to help translate blogging benefits into known metrics/value:

Forrester_bloggingbenefits_012507

Posted at 09:24 AM in Blog Co. Research |

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