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GM’s Corporate Blogging ROI Pays Off
If one of the largest corporations in the world can blog and make it pay off, why can’t you? There’s all the reason in the world to blog and very little downside. And while my clients already well know this, but it bears repeating here from someone other than myself.
I’ve pulled out some of the highlights for you:
“General Motors’ auto business hasn’t been great of late, but its blogging strategy is paying off handsomely. ”
. . .
“In 2006, the company’s FastLane blog delivered an estimated $410,470 worth of customer insight and marketing at an approximate cost of $255,675 — a return on investment of 67% — according to a newly released report from Forrester Research.”
. . .
“As blogging becomes more visible — and expensive in terms of both time and money — supporting blogging with informal budgets and borrowed resources just won’t cut it,” their report says. “Instead, marketers need to understand how and why blogging will affect their particular businesses, and calculating the ROI of blogging is the process by which marketers can obtain this understanding.”
. . .
“Li and Stromberg concede that it’s difficult to calculate the ROI of blogging accurately, noting that indirect benefits can be hard to measure. “How do you assign a dollar value to the ideas sparked by a Web dialogue between an executive and a company’s customers?” they ask. “
You can read the entire article here:
Source: Corporate Blogging Pays For GM - News by InformationWeek
By Walter |
Topics: Client Top Secret, From The Trenches, Pro Analysis |