Table of Contents

posted: November 2, 2006 10:22 PM

NORTHEASTERN UNIVERSITY AND BACKBONE MEDIA BLOGGING SUCCESS STUDY

1.0 EXECUTIVE SUMMARY

2.0 SUMMARIES OF BLOGGER STATEMENTS IN RELATION TO BLOG SUCCESS QUESTIONS

2.1 HOW DOES THE SET UP OF A BLOG CONTRIBUTE TO A BLOG’S SUCCESS?
Strategic Planning
Blogger Selection
Reading Other Blogs
Practice With An Internal Blog Before Going External

2.2 WHAT IS IT ABOUT HOW YOU CONDUCT BLOGGING THAT MAKES THE BLOG A SUCCESS?

Blogger_Engagement
Content & Comment Moderation
Building a Blogging Community
Monitoring Your Blogging Community
Feedback from Your Customers
Writing Often for Success

2.3 WHAT IS IT ABOUT THE CONTENT ON A BLOG THAT MAKES A BLOG SUCCESSFUL?

Compelling Content Comes from Unique Experiences
Industry Content Provides Great Relevancy for Audiences
Sometimes The Most Random Content Generates The Most Interest
Put Search Engine Optimization (SEO) Marketing at the Center of Your Blogging Content Strategy

3.0 RECURRING FACTORS THAT HELP WITH THE SUCCESS OF A CORPORATE BLOG

3.1 CULTURE

3.2 TRANSPARENCY

3.3 TIME

3.4 DIALOGUE

3.5 ENTERTAINING WRITING STYLE AND PERSONALIZATION

3.6 DECIDING IF YOUR COMPANY SHOULD BLOG

APPENDIX 1.0 CORPORATE BLOGGER INTERVIEW SUMMARIES

1.1 THE BLOGGERS

1.1.1 Company: Adobe
1.1.2 Company: Adweek
1.1.3 Blogger: Aliza Sherman Risdahl
1.1.4 Company: BzzAgent
1.1.5 Company: Conference Calls Unlimited
1.1.6 Company: Daily Eats
1.1.7 Company: Emerson Process Management
1.1.8 Company: Gourmet Station
1.1.9 Company: Indium Corporation
1.1.10 Company: Landfair Furniture
1.1.11 Company: Marqui
1.1.12 Company: Masi Bicycles
1.1.13 Company: Microsoft - Heather Hamilton
1.1.14 Company: Mississippi Hospital Association
1.1.15 Company: MSInteractive
1.1.16 Company: Paperback Bazaar
1.1.17 Blogger: Jeremy Pepper
1.1.18 Company: Stone Creek Coffee
1.1.19 Company: Stonyfield Farm
1.1.20 Company: SuccessFactors

APPENDIX 2.0 INTERVIEW QUESTIONS

APPENDIX 3.0 AUTHORS & BIOS

3.1 LEAD AUTHORS
3.2 STUDENT INTERVIEWERS AND TRANSCRIBERS
3.3 BACKBONE MEDIA, INC. TRANSCRIPTION & EDITING
3.4 NORTHEASTERN UNIVERSITY EDITING
3.5 LEAD AUTHOR BIOS

APPENDIX 4.0 RESEARCH METHODOLOGY

APPENDIX 5.0 GLOSSARY

BLOG / BLOGGING
BLOG AGGREGATOR
BLOGGER/BLOGSPOT
BLOGOSPHERE
COMMENTS / COMMENTING
PODCASTING
RSS FEED
SEO / ORGANIC SEO
TECHNORATI.COM
TRACKBACKS

THANK YOU FOR PARTICIPATING

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Comments

What a fantastic piece of research. Thanks so much for sharing it!

Posted by: Christopher Penn, Financial Aid Podcast | November 16, 2006 2:56 PM

Thanks Christopher, glad you like the report.

Posted by: John Cass | November 16, 2006 8:50 PM

Excellent, in-depth study. Been looking for something like this for a long time now. Thanks a ba-zillion for sharing!

Posted by: Francis Wu | January 26, 2007 11:35 AM

Excellent study....keep on doing your important work!

Greets from Germany/Berlin/Dubai

Posted by: Albert Klamt | May 23, 2007 7:33 AM

Here is a post about blogging success stories - it doesn't contain the exact details for the study but has quotes from successful bloggers:

http://bloggingfingers.com/blog-marketing/top-5-blogging-success-stories-exclusive-quotes-from-john-chow-yaro-starak-and-more/

Posted by: Matt Jones | October 22, 2007 7:36 AM

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» Blogging Success Study from Blogs4biz
Oggi ? stato ufficialmente presentato un nuovo studio sugli effetti del corporate blogging. Lo ha realizzato Backbone Media assieme alla Northeastern University, si intitola eloquentemente, Blogging Success Study e si basa sulle risposte di "20 blo... [Read More]

Tracked on November 3, 2006 11:26 AM

» Five Corporate Blogging Success Factors from OTOinsights
Dr Walter Carl, the students in his Advanced Organizational Communication class (Spring 2006) at Northeastern University and John Cass and his colleagues at Backbone Media, recently published a research paper that seeks to uncover reasons, conditions, ... [Read More]

Tracked on November 16, 2006 6:18 PM

» Ingredients for a Successful Corporate Blog from fsbrainstorm v4.0
Northeastern University and Backbone Media presents an excellent study on corporate blogging. This is the document to use if you’re going to approach any bigwig with some vague idea of how this interwebs thing can contribute to their companyR... [Read More]

Tracked on January 26, 2007 1:00 PM

» "Blogging success": Best Practice bei Corporate Blogs (I) from Lost and Found
Eigentlich ist es erstaunlich, dass sich beim Bloggen in kurzer Zeit so etwas wie Best Practice-Regeln herausgebildet haben. Die [Blogging Success Study](http://www.scoutblogging.com/success_study/) der [Northeastern University](http://www.northeastern... [Read More]

Tracked on May 30, 2007 1:19 AM

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