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There are significant benefits for the relationships between you and your customers which can range from marginal to profound Dell s response to Dell Hell was incredibly smart They understood that their use of blogs was characterized by the customer s ownership of the conversation Bob Pearson, vice president of communities at Dell, says, Dell blogs [don t] differentiate between consumer and B to B customers In other words, he understands that their impact is going to be on individuals If a blog is successful, it creates an authentic dialog between the company and its customers, especially through the comments
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That honesty breeds trust because the representatives of the company writing the blog are able to speak of the company honestly something refreshing when you ve lived in a world of marketspeak for a long epoch The customers feel as if they have a direct pipeline to the company, which means they have the transparency they need to make intelligent decisions on how they will deal with the company and the means to resolve issues when they occur Think about it from a personal standpoint Over the many years that you ve spent developing your wisdom, how many times would a simple phone call have resolved a situation that instead escalated to be outright ugly I ll bet you can point to more than one
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Business Blog Benefits: Employees
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For the sake of brevity, I m going to simply outline the benefits of blogging for employees: Employees feel a sense of participation when thinking about the customer is no longer just management s domain If corporate policy allows employees to blog, then it is conceivable that they can engage customers directly, rather than going through management In June 2008, Oracle started a Social CRM blog (http://blogsoracle com/socialcrm), which is for the members of their Social CRM product team to communicate with customers and developers Project planning and execution can be done in real time or nearly so IBM routinely uses blogs as tools for innovation jams that are designed to generate ideas in 72 hours It generates remarkable ideas and improves employee morale IBM had 3,600 internal blogs in 2006 (latest numbers I could get) Here is a comment from an interview with Christopher Barger, then head of IBM s blogging initiative, now at General Motors: We are no longer informers; we are influencers It s a scary step, but we need to ride this Inside the company, it s democratizing the process of innovating and collaborating Both the executive and the intern can now be thought leaders in this marketplace, it s the best idea and not the biggest title that wins out
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As I mentioned earlier, you won t learn how to write a blog here But one aspect that does concern businesses greatly is the often dicey
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issue of measurement This is at a toddler s level when it comes to blogs I m not even going to advance the argument that if you don t measure the results of a press release or a feature article you write, why should you try to measure the results of a blog I m going to assume that you re interested in something to bring to your boss, or you are the boss looking to pull the trigger on doing it, and you d like to at least feel there will be some metric accountability down the road Luckily, Eric Petersen, a web analytics maven, unveiled a set of blog metrics at the Web Analytics Association sponsored eMetrics Conference in 2007 Here they are, for better or worse Recognize them as guides, not definitive fixed answers with no alternatives They are a good start 1 Percent increase or decrease in unique visits
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2 Change in page rank, ie, a list of the top ten most popular areas and how it has changed in the last week 3 How many sessions represent more than five page views 4 In the past month, the percentage of all sessions representing more than five page views 5 Percent of sessions that are greater than five minutes in duration 6 Percent of visitors who come back for more than five sessions 7 Percent of sessions that arrive at your site from a Google search, or a direct link from your website or other site that is related to your brand 8 Percent of visitors who become subscribers 9 Percent of visitors who download something from the site 10 Percent of visitors who provide an e-mail address
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