What Bugs Me About Blogging Case Studies

Written by
Filed under: Blogging Case Studies 

Irritated SmileyAround the middle of December ‘09 I started collecting case studies and success stories related to blogging and social media.  I was looking for hard data and specifics on how using online media actually translates into sales revenue.

And I have to confess that a part of me wanted to show up my husband, who has always pooh-pooh’d the whole thing. “It seems to be a waste of time, and I don’t see how it makes money.”

Yes, he knows his adoring wife co-runs a blogging club, and enjoys playing with fire!  
Fine!  Since he’s the analytical, scientist type, I knew I needed to gather data.

But after 6 or 7 weeks of culling through post after post, looking for the path to the holy grail of social media ROI, I am left parched, puzzled and pissed off!

I only get anecdotal, rah-rah stories that don’t dive into specifics.  How do you go from blog post(s) to dollars?  Really.  I’m not seeing the proverbial ‘bouncing ball’.  No step-by-step process that illustrates how a blog post, or series of posts, leads to a conversion — and I’ll take ANY kind of conversion, thank you.

Maybe:

  • I’m asking for too much.
  • The nitty-gritty details are hidden on purpose.
  • The measurement tools are unknown, un-used, or ignored
  • There’s fear of competition.

Whatever.

Leaving out the book deals, speaking engagements, affiliate sales, yadda-yadda, from the blogger’s blogger, I want to know about all different kinds of businesses – print shops, mom & pop stores, restaurants, medical, manufacturing, or construction (c’mon! when was the last time you saw a cement contractor with a Facebook fan page?….AND get business from it!)!

Let’s turn up the practical, and turn down the band-wagon hype!  If you know of a blog post or article which lays it out clearly, I’m game.  Please let me know about it.

Plus, I’d LOVE to serve even a little bit of crow for dinner tonight!

Tags: , , ,

Comments

8 Comments on What Bugs Me About Blogging Case Studies

  1. Beth Barany on Wed, 13th Jan 2010 12:52 pm

    2. Great article, Cheryl! hehe. Love the ‘tude! I saw this recently: How Businesses Are Using Facebook Webinar – On Demand http://bit.ly/8HPsEk

    Also, purely anecdotal, which I know you hate, I have sold books — yes, actual sales — from my tweeting, facebooking, and tooting on my blog.

    I think you will just need to run some case studies yourself!

  2. Jennifer Buscher on Wed, 13th Jan 2010 12:55 pm

    3. I’d love to have a conversation with you around using blogging to drive revenue! That’s the exact conversation I have every day with all kinds of companies of different shapes and sizes. You are right… we should be past the point of talking about social media for “engagement” and “thought leadership”. If you are a for-profit business, you should have to attach hard data and ROI behind every marketing initiative including blogging. At Compendium, that’s what we do… instead of measuring visitors and bounce rates (although this does tell some of the story), we measure ourselves and our service on conversion. I.E. what is the increase in revenue you’ve seen that can be tracked back to the new visitors that found you through your blog network. Please give me a call at 317.777.6121. I’d love to share some stories and live examples with you. I’m confident I can ease your frustration!

  3. Mary Doan on Wed, 13th Jan 2010 7:03 pm

    4. Cheryl:

    Great post! Nice to see this expressed, in B&W.

    Mary

  4. Tweets that mention What Bugs Me About Blogging Case Studies | Breakfast Blogging Club of the East Bay -- Topsy.com on Thu, 14th Jan 2010 5:41 am

    5. […] This post was mentioned on Twitter by Breakfast Blogging, Breakfast Blogging. Breakfast Blogging said: What Bugs Me About Blogging Case Studies http://bit.ly/7SzWYd [by @cherliquori] […]

  5. Cheryl on Thu, 14th Jan 2010 5:11 pm

    6. Mary: Thanks! Look for more upcoming posts about blogging and social media case studies

    Jennifer: Likewise! Am familiar with Compendium Blogware and know you guys have compiled a ton of case studies, so let’s talk some turkey….or maybe brownies?!

    Beth: There’s more ‘tude where that came from, as I’m sure you’re aware! Keep up the good work on our Soc Med efforts. I know it’s paying off for you…but of course, you offer some GREAT content and helpful resources, and people are gonna see that!

    You want more case study reviews? You got it! Just subscribe to this blog…..oh yeah, you already do!

  6. Allison Bliss on Thu, 21st Jan 2010 6:13 pm

    7. good for you Cheryl! I expressed that same frustration on my Soc. Media pages several months ago and got back, guess what? ya, same ole same ole. It’s the same kind of non answer I find from many of the small business owners that our agency helps who say; ‘we get all our business by word of mouth’. Um, you have a radio show, a huge website, we’re NOW AT a networking event, so I really don’t think you’re getting all your business from word of mouth. Sure, most of us get a large percentage of biz from referral (word of mouth) but not keeping in front of people is the key.

    I think that is the value of SM and blogging or any other form of “Marketing communications”.

    I’ve just created a landing page (essentially using the blog for that) for a client who outreached to 1000 institutions in their target market adn just landed 51 ‘interested & likely’ sales as a result. That will pay for all of next year’s marketing, operation and salary costs.

    In marketing overall, I think most case studies are BS, but I am personally finding that it concerted and regular efforts in blogging AND social media are driving more traffic to my website and my clients, too. So, again it’s vague but measurably more traffic=bigger outreach list=larger percentage of people who might buy what you offer.

  7. Bruce on Wed, 19th May 2010 8:50 am

    8. Great article, Cheryl! hehe. Love the ‘tude! I saw this recently: How Businesses Are Using Facebook Webinar – On Demand http://bit.ly/8HPsEk

    Also, purely anecdotal, which I know you hate, I have sold books — yes, actual sales — from my tweeting, facebooking, and tooting on my blog.

    I think you will just need to run some case studies yourself!

  8. Cheryl on Wed, 19th May 2010 9:13 pm

    9. Bruce,

    You’re absolutely right. We do need to run our own case studies. One of the ideas we’ve had here is to profile one of our blogger participants once a month. Thanks for the reminder.

    And thanks for the Facebook tutorial link from Hubspot, one of my all time favorite sites on the entire internet!

    Cheryl