q2 2008 blog feedback survey data for blog

Jennifer JosephResearcherForrester Research

May 20, 2008

Forrester Marketing Blogs Feedback Survey Results

3Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Agenda

• Who we surveyed

• Feedback from readers

• What it means


Agenda

• Who we surveyed


• What it means


Who did we survey

• Surveyed 211 blog readers

• Fielded in April 2008

• Posted on four blogs:

» Jeremiah Owyang’s Web-strategist

» Interactive Marketing blog

» Groundswell

» Being Peter KimGroundswell

22%

Interactive Marketing Blog

22%

Being Peter Kim12% Jeremiah

Owyang's Web-strategist

45%

Distribution of surveyrespondents by blog

Source: April 2008 Blog Feedback Online Survey

Base: 211 readers of Forrester marketing blogs


Who responded

Sole Proprietor or Independent

consultant11%

2 to 1012%

11 to 5018%

51 to 20013%

200 to 99911%

1,000 to 4,99910%

5,000 to 19,999

8%

20,000 or more12%

Don't Know/ Prefer not to

say5%

How many employees work foryour company worldwide?



United States67%

Europe16%

Asia4%

Australia/New Zealand

5%

Canada7%

South America

2%

Which country are you based in? (countries were aggregated into regions)


Who responded (cont.)



Other, please specify

22%

Strategy Professional

11%

Marketing Leadership

Professional11%

Interactive Marketing

Professional10%

Interactive Agency5%

Technology Marketing

Professional7%

Independent Consultant

8%

Other Forrester roles*11%

Customer Experience Professional

3%

Information & Knowledge

Management Professional

3%

Direct Marketing Professional

3%

Public Relations Agency

3%

Channel & Product

Management Professional

4%

What is your primary role at your company?

*Other Forrester roles includes: Chief Information Officer, Analyst Relations Professional, Market Research Professional, Management Consultant, Application Development & Program Management Professional, Advertising Agency, Enterprise Architecture Professional, and IT Infrastructure & Operations Professional


Respondents are relatively new, but frequent readers

6%

13%

26%

27%

29%

2 years or more

1 year to less than 2 years

6 months to less than 1 year

3 months to less than 6 months

Less than 3 months

“How frequently do youread X blog?”

“For how long have you beenreading X blog?”

I read some posts52%

I read every post37%

I read a few posts10%




Most respondents are at least testing online social media tactics

Where is your company in terms of its online social media strategy?

0% 5% 10% 15% 20% 25% 30% 35% 40%

We are doing no online social media activitiesand have no plans to start in the next year

We are doing no online social media activitiesbut have plans to start in the next year

We are beginning to test some online socialmedia tactics

We run some online social media campaignsbut don't have an overall strategy

We have an online social media strategy




Agenda

• Who we surveyed


• What it means


Most readers subscribe via RSS


Base: 211 readers of Forrester marketing blogs(multiple responses accepted)

2%

3%

7%

11%

41%

73%

0% 20% 40% 60% 80%

I print out posts to read on paper

Other

I read posts on a mobile device

I subscribe via email

I read posts on the Web site

I subscribe via RSS

“How do you consume the content on X Blog?”


Volume of content is good



Other3%Not enough

posts15%

Just the right amount of

posts71%

Too many posts11%

How would you rate the volume of content being published on X Blog?


Quality of content is above average

• The sum of “Above average” and “excellent” is:

» 90% for all respondents

» 94% for Web-strategist

» 93% for Groundswell

» 88% for Being Peter Kim

» 78% for Interactive Marketing Blog



Poor1%

Below average

1%Average9%

Above average

52%

Excellent38%

“How do you rate the overall qualityof content posted on X Blog?”


Industry insights and cutting edge marketing technologies top the list



0% 20% 40% 60% 80% 100%

This blog is a less expensive source of Forresterinformation than becoming a client

This blog helps me to develop effective marketingstrategies

This blog helps inform the actions I take at work

This blog keeps me up to date on cutting edgemarketing technologies

This blog helps me gain industry-specific insights

Strongly agree Somewhat agree Neither agree nor disagree

Somewhat disagree Strongly disagree


Organization and justification for marketing investments are low on the list



0% 20% 40% 60% 80% 100%

This blog helps me build the right teams and skills

This blog helps me to justify marketing investments

This blog helps me find technology and/or servicespartners

This blog provides me with entertainment

This blog helps me improve marketing programperformance

Strongly agree Somewhat agree Neither agree nor disagree

Somewhat disagree Strongly disagree


Readers interested in case studies and forecasts



3%

12%

18%

20%

22%

35%

36%

41%

49%

52%

0% 10% 20% 30% 40% 50% 60%

Other

Event/conference reports

Reviews of products and service offerings

Upcoming research ideas

Interviews with industry leaders

How-to guides

Data charts and Forrester graphics

Opinion and editorial

Industry forecasts and predictions

Case studies

“Please select the top three types of content you would liketo see more of on X Blog?”


Primary content interest varies by blog

• IM blog – 61% interested in forecasts and predictions

• Groundswell – after forecasts (57%), 54% selected data charts and Forrester graphics while the other blogs showed 36% or less for this type of content

• Being Peter Kim – 68% selected opinion and editorial compared with 39% or fewer for other blogs

• Web-strategist – 57% want more case studies


Slide shows and continued multi-media are preferred



4%

6%

10%

19%

30%

31%

0% 5% 10% 15% 20% 25% 30% 35%

Other, please specify

Images

Audio podcasts

Video

None of the above, I like the current forms ofcontent being

Slideshows and powerpoints

“Please select the form of content that you would most liketo see more of on X Blog.”


Net Promoter varies by blog



• “Would you recommend this blog to a friend or colleague?”

» All respondents: 36

» Web-strategist: 54

» Groundswell: 39

» IM Blog: 20

» Being Peter Kim: N value too small to calculate


Agenda

• Who we surveyed


• What it means


What it means

• Overall, the responses are very positive

• We have an extremely varied audience

• That audience expects and wants more of the type of content we are already providing, specifically case studies

• Post when you have something interesting to share

• Slides and ppt are welcome


Jennifer Joseph

[email protected]

www.forrester.com

Thank you

q2 2008 blog feedback survey data for blog

Business

entire contents

forrester roles

blog readersfielded

youread x blog

beenreading x blog

market research professional

volume of content

quality of content