Pravda on Media and Technology - Latest Comments in Corporate Blogging Provides Tangible Value - Radvision’s Case Study

Re: Corporate Blogging Provides Tangible Value - Radvision’s Case Study

Tsahi Levent-Levi — Sun, 15 Mar 2009 02:55:11 -0000

Audrey,
When marketing utilizes blogging to its fullest, you can get so much more:
* Bloggers are able to write content beforehand (a week or two before an important press release or product launch)
* More people get involved, bringing in more insights and world views into the process
* You can cover more ground than you can with bloggers, who are all doing it as part time job anyway

As for quantifying this - I guess we will be able to do that a year from now :-)

Re: Corporate Blogging Provides Tangible Value - Radvision’s Case Study

Audrey Gerber — Thu, 12 Mar 2009 06:36:51 -0000

I would be interetsed in understanding more how much the fact that the
"1. Blogging effort is not directly linked with corporate marketing activities"
reduces the potential positive effect. Are there any other precedents for this for other companies of RADVISION's size or stature that you know of? It would be great to be able to quantify in some way how much more efffective it could be if such coordination existed.

Sounds interetsing. Would like to see the completed report.

Re: Corporate Blogging Provides Tangible Value - Radvision’s Case Study

Tsahi Levent-Levi — Mon, 09 Mar 2009 11:39:12 -0000

Dave,
You are correct with your statement, but the blogs are less targeted at SEO of our website or web presence.
Another issue we had is that our corporate website is based on different platforms/architectures/operating systems/technology - you name it. We wanted independence in our blogs to go wild and free, which is costing us in traffic, though I don't believe it matters in the long run.
Tsahi

Re: Corporate Blogging Provides Tangible Value - Radvision’s Case Study

Kfir Pravda — Mon, 09 Mar 2009 09:46:33 -0000

Chris, Thanks for your comment. Here are some of our data:
First of all, when we refer to leads we do not refer to commenters, but to people who filled the "contact us" form and requested information about products. In some cases. they speceifcally mentioned that they are interested in buying Radvision's product
The leads were then sent to the sales and marketing team for follow up
Regarding metrics -
Radvision uses mainly page views and RSS subs to measure reach. One should remember that this is a B2B market, where quality of readers is much more important than quantity. Also, it seems that in some cases, VoIP industry is less open than social media industry. As such, in some cases, readers preferred to email the writers directly, instead of leaving a comment on the blog itself.

Re: Corporate Blogging Provides Tangible Value - Radvision’s Case Study

Chris Brogan... — Mon, 09 Mar 2009 09:15:31 -0000

I'm curious to know how you processed the leads, how you determined what was a lead versus just an interested commenter. I'm also interested to know what other kinds of metrics you collected besides pageviews and comments.

Great start to an interesting study.

Re: Corporate Blogging Provides Tangible Value - Radvision’s Case Study

Dave — Mon, 09 Mar 2009 05:15:40 -0000

Guys,
You probably know that to benefit from the nice content the blogs are offering it would be a smart move to have the blogs and the corporate RADVISION site under the same sitemap.
That way search engines would relate to the new blog content posted each week and you will start getting substantial amount of traffic coming to the blog.
This would be a win-win and all would benefit (specially the RADVISION blogs)
Something to think about…