January 23, 2005
blogging r.o.i.
So in the post before this one, I say:
We already know that blogging works. But we also know that it conflicts with some serioulsy well-entrenched business interests: Big Media, Big Politics, Big PR, Big Advertising, Big ERP etc.
The idea that blogs have no ROI is ridiculous. The real issue is about whose territory do blogs encroach on.
So in the comments, Steve says:
You’re still not satisfying your earlier query: when it comes to blogs what are the deliverables? How will ROI become apparent?
So in the comments, I reply:
Steve, the “Deliverables”? I have no idea. What are you intending to deliver on your blog?
Lies? Pompous Waffle? PR crap?
Or do you intend to do something more interesting?
The ball’s in your court, not the $3000-per-day asshole consultant’s.
And as far as ROI is concerned, again, I have no idea. What are you actually willing to invest?
Your own time, energy, and emotion?
Or are you just hoping to hire some little cuteypie part-time intern to futz around with the usal corporatespeak on your company’s behalf?
Frankly, if people don’t get blogs, I really don’t care. They can go buy Superbowl ads instead. And in 5 years they can explain to their spouses why they no longer have jobs.
That being said, the ROI/deliverable question will be answered like all questions are answered in the blogosphere, when people start talking about it openly. It’s still early days, though.
My, I do like a good rant.
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I don’t see it as either or. Superbowl ads, and TV ads in general, are here to stay (for better or worse). Blogs will merely be added to the long list of things brands do to promote themselves.
For worse.
Superbowl ads are a joke. The only reason people take them seriously is because of the money involved.
People will take anything seriously, if you pay them enough. The whole ad industry is a testament to that.
I hate that word “deliverables”. The value of blogs is not gonna be put in a wheelbarrow and transported to for a bunch of autistic bean counters to measure.
I don’t bother arguing with people who go down this path. If you think the value of a blog can be put in a spreadsheet, you’ve completely missed the point.
I agree, Johnnie.
This whole ROI thing reared it’s ugly head a month or so ago with the Bob Bly bashing blogs fiasco.
I tired to persuade Bly (a noted author and direct marketing guru) that blogs build brands, whether it’s the Gaping Void brand or GM’s brand matters not. Thus, the ROI obsession needed to expand beyond merely numerical analyses.
He didn’t go for it. In fact, he wanted me to enroll in a direct marketing class and learn what making real money writing copy is all about.
ROI is dullsville.
I think the question “what needs to happen” is far more interesting.
My comments on the dreaded ROI and deliverables weren’t meant to offend, I was simply curious as to the “crossover” (or should that be sneakover?) of the blogosphere into the world that keeps your kids in short pants and sweeties (i.e. the transition from sex to money Hugh). I’m a right brained scientist that has spent his life filling out proposals with my world changing ideas concerning how to thump proteins into vaccines and industrial machines. The reviewers will all ask — what are the objectives, what are the milestones, will there be a product at the end of it? will there be a business? I would list the HughTrain and the How to be Creative MeisterWerks in my top 5 influences and your thoughts are part of my daily ritual. You have done so much to help me examine my way of “selling” important concepts to accountants and bureaucrats that have to review complicated scientific theories. I’ve pasted the HughTrain on my hobby art page http://www.shadowness.com/news.php?news_id=379.
However I’d still like to play devil’s advocate and get you to outline a pretend meeting with some corporate sociopaths where you outline what a blog is going to do for them better than a personal web page. But then, as my sibs have suggested above, who gives a feck? We’re creative maaaannn…if you don’t get it, kiss the ringpiece.
Deliverables (or measurables anyway) of blogs (done right): increased traffic to affiliated Web sites (assuming the blog is not the main Web site, sometimes it is), number of those subscribed to RSS feeds (thus receiving your company info everyday). Other ideas: blogs replacing weekly electronic newsletters, online press rooms, etc. Deliverable: providing information faster and better to customers, audiences, etc.
Remember, Malevocorp Inc. is as thick as pig shit. What does young Mr Void present to them as indicators of the projected tangible benefits that a blog would contribute to their loathsome tumescence? For example, would it be possible to provide a projected time line identifying milestones of an obvious translation into sales, service lines or sub contracting work for Malevocorp? How could the success of the blog be monitored other than visitors and referals? Are there precedents yet?
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