ROI for Corporate Blogging?
Charlene Li questioned the math for calculating the ROI of Blogs.
I tried to address this question recently in a speech at the New Communications Forum where I said my blog could be associated with $1 million of revenue at Forrester.
I shouldn’t have tried to attach a number to my blog’s ROI because in the end, it’s a highly subjective, qualitative measure that’s hard to measure.
The word "associated" is spot on.
Charlene's blogging value =
(Net increased (decreased) revenue from Charlene's practice +
Net increased (decreased) retained revenue (over normal baseline) from Charlene's practice)
* Share of blogging compared to other PR, Marketing and Sales activities.
If her practice earns $1M in new revenue this year and retained $100K that would normally be lost, then a measurable portion (within a range, lets say 5% to 30%) of the $1.
I blog internally as part of my work process, it's like drinking water.
I blog externally to participate in what seems like a global collaborative experiment.
As a result of writing KM is the Forest, Enterprise Blogs are the Path, KM World contacted me about adapting the blog post into a presentation on Enterprise Blogs and Wikis at their annual conference this October.