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A report was published recently by Josh Bernoff of Forrester which discussed how people trust different types of media. You can view an article by Josh HERE in which there is a link to the full article.
Today Neville Hobson and Shel Holtz are facilitating a Blog Talk Radio conversation about the report.
In this live blog I covered the key points of the conversation.
You can follow the panel on Twitter:
@stevebaker
@johncass
@maxkalehoff
@lionelatdell
@jbernoff
@rickmurray
@shel
@jangles
Here is the transcript of the notes I took during the live call:
| Corporate Blogging: Building Trust And Value | (12/19/2008) Powered by: CoveritLive |
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6:44
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Krishna De: A report was produced recently by Josh Bernoff of Forrester which discussed how people trust different types of media. You can view an article by Josh HERE in which there is a link to the full article.
Today Neville Hobson and Shel Holtz are facilitating a Blog Talk Radio conversation about the report and they will be joined by Rick Murray, president of Edelman Digital, and Max Kalehoff, vice president of Marketing at Clickable (and formerly with Nielsen BuzzMetrics). In this live blog I hope to cover the key points of the conversation. You are welcome to join in the coversation with your thoughts and comments. |
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6:51
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Krishna De: It was reported in the research that only 16% of online consumers who read corporate blogs say they trust them.
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6:53
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Krishna De: Here is a summary of the findings: Source Forrester Research Inc.
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| 6:55 | 
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7:02
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Krishna De: Josh Bernoff is also on the show alongside John Cass. |
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7:04
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Krishna De: Over 5000 North American consumers were surveyed by Forrester. JB is saying that he was personally shocked about the response and that blogging was what people trusted least.
The people who were most likely to trust company blogs were seen to trust most other media. |
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7:07
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Krishna De: Lionel Menchaca is also on the panel http://twitter.com/lionelatdell |
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7:15
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Krishna De: JB comments that the reason they did the report to educate their clients who are corporate communicators.
LM comments that in corporate blogs we need to write content that is relevant to their clients/customers. JC comments that company’s focused on the customer and building relationships and reaching out to the community and responding to feedback from clients is important. JB comments that the scoring for the report was 1 = don’t trust at all and 5 = trusts completely. |
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7:18
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Krishna De: Rick Murray on the panel is suggesting that the level of trust now would be less given current issues in the global market if the research was to be done now. |
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7:25
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[Comment From BryanPerson] Hey there, Krishna. We’re both liveblogging through CoverItLive AND chiming in on the BlogTalkRadio chatroom. Split attention, huh? |
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7:25
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Krishna De: The listeners to the show comment that many people looking at a corporate blog may not be able to distinguish a website from a blog. |
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7:25
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Krishna De: Hi Bryan – do share your link for your live blog. |
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7:29
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Krishna De: You can find Bryan Person’s live blog coverage HERE |
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7:31
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Krishna De: JB comments that 80% of the people who contributed to the survey did recognise a blog from a website. |
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7:32
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Krishna De: JB comments that he would not trust Steve Jobs if he were to blog as his past record of his experience of Steve Jobs has not led him to trust him. However the blog may still be effective. |
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7:34
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Krishna De: LM comments that if Steve Jobs were blogging he would be distrustful as it may not be him blogging. |
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7:38
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Krishna De: Stephen Baker of Business Week talks that his company is trying a group blog. |
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7:40
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Krishna De: JB suggests that desperation is driving behaviour. He comments that companies are looking at how to create content such as data rich information such as surveys and personal information. |
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7:40
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Krishna De: LM from Dell comments that the group blog approach was always the strategy but that the bloggers are all passionate about creating content. |
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7:43
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Krishna De: Max Kalehoff comments that there is a question about the management of the personal brand and the corporate brand – what are the roles of identity and that there is conflict of personal and corporate brands. |
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7:46
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Krishna De: JB comments that the more corporate the blog potentially there are fewer readers and that when Charlene Lee left Forrester they lost readers of the Groundswell blog. |
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7:51
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Krishna De: Neville Hobson comments that he has been receiving alot of questions about how to trust their employees and that is holding them back from blogging. |
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7:53
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Krishna De: JB suggests talk about customer problems e.g. RubberMaid. Have employees blog if you are a B2B company. And blog to have a voice – if Motrim had had a blog they could have responded more effectively. |
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7:53
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Krishna De: LM comments that it’s not just about having a blog but you have to listen to what customers have a problem with and respond to that. |
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7:55
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Krishna De: Also a comment from the panel that blogs are great for SEO. |
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8:05
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Krishna De: So how do you measure the effectiveness of corporate blogs? The panel suggest:
1. Survey the readers – focus groups. 2. Measure leads and commerce. 3. Measure the number of comments as that gives a measure of engagement. Trust is not a variable – it is earned over time and can be diminished quickly. If you want to follow the panel on Twitter you can find them at: @stevebaker |
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8:05
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