Jul 13, 2015
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
4Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• Who we surveyed
• Feedback from readers
• What it means
5Entire contents © 2008 Forrester Research, Inc. All rights reserved.
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
6Entire contents © 2008 Forrester Research, Inc. All rights reserved.
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?
Source: April 2008 Blog Feedback Online Survey
Base: 196 readers of Forrester marketing blogs
United States67%
Europe16%
Asia4%
Australia/New Zealand
5%
Canada7%
South America
2%
Which country are you based in? (countries were aggregated into regions)
7Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Who responded (cont.)
Source: April 2008 Blog Feedback Online Survey
Base: 196 readers of Forrester marketing blogs
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
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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%
Source: April 2008 Blog Feedback Online Survey
Base: 211 readers of Forrester marketing blogs
9Entire contents © 2008 Forrester Research, Inc. All rights reserved.
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
Source: April 2008 Blog Feedback Online Survey
Base: 211 readers of Forrester marketing blogs
10Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• Who we surveyed
• Feedback from readers
• What it means
11Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Most readers subscribe via RSS
Source: April 2008 Blog Feedback Online Survey
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?”
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Volume of content is good
Source: April 2008 Blog Feedback Online Survey
Base: 211 readers of Forrester marketing blogs
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?
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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
Source: April 2008 Blog Feedback Online Survey
Base: 211 readers of Forrester marketing blogs
Poor1%
Below average
1%Average9%
Above average
52%
Excellent38%
“How do you rate the overall qualityof content posted on X Blog?”
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Industry insights and cutting edge marketing technologies top the list
Source: April 2008 Blog Feedback Online Survey
Base: 211 readers of Forrester marketing blogs
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
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Organization and justification for marketing investments are low on the list
Source: April 2008 Blog Feedback Online Survey
Base: 211 readers of Forrester marketing blogs
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
16Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Readers interested in case studies and forecasts
Source: April 2008 Blog Feedback Online Survey
Base: 211 readers of Forrester marketing blogs
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?”
17Entire contents © 2008 Forrester Research, Inc. All rights reserved.
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
18Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Slide shows and continued multi-media are preferred
Source: April 2008 Blog Feedback Online Survey
Base: 211 readers of Forrester marketing blogs
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.”
19Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Net Promoter varies by blog
Source: April 2008 Blog Feedback Online Survey
Base: 211 readers of Forrester marketing blogs
• “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
20Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• Who we surveyed
• Feedback from readers
• What it means
21Entire contents © 2008 Forrester Research, Inc. All rights reserved.
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
22Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Jennifer Joseph
www.forrester.com
Thank you