After several critical posts related to my two entries (1, 2) that compared blog and blogger generated exposure to traditional PR efforts, here are a few more numbers to digest that should have improved relevance. This time we try to compare tangerines to oranges, and provide numbers slightly better aligned. In this instance we prove that bloggers do NOT always win the Google battle.
A key area of claimed misalignment relates to the criticism that blogs and bloggers want and try hard to create online mentions and links, while PR companies don’t. It’s been asserted that a PR company has comparatively little interest and makes no significant attempt to get mentions/links
and instead focuses on getting that visibility mostly for their clients. Let’s concede that (tenuous IHMO) point, and try another test–this time using client campaigns only.
I did my best to find several press releases issued by the largest Northwest PR firm on or around the same date of the quiet launch of blogbusinesssummit.com by a gaggle of Northwest PR rookies. I specifically targeted new products that would have few or no mentions prior to the launch in hopes to make the comparison more relevant.
Here are my unscientific results–sorted by quantity of mentions:
Release: Audiovox Communications and AT&T Wireless Launch Smallest Windows Mobile-Based Smartphone
Link: <http://www.rednova.com/news/display/?id=93313>
Google Search: "Audiovox SMT5600" = 81,400 mentions.
Release: None
Link: <http://www.blogbusinesssummit.com>
Google Search: "Blog Business Summit" = 52,700 mentions.
Release: Microsoft Pocket Streets 2005 Availability
Link: <http://www.mobilemag.com/content/100/103/C3314/>
Google Search: "Pocket Streets 2005" = 14,800 mentions.
Release: Ephox Unveils Support for Vignette Solutions with EditLive! Technologies
Link: <http://www.ephox.com/news/pressArticle.asp?article_id=45>
Google Search: EditLive Vignette = 902 mentions.
Release: MSN Kicks Off ‘IM A Star’ Promotion to Offer an Exclusive Session With Summer’s Hottest Musical Artists
Link: <http://www.forrelease.com/D20030807/sff015.P1.08072003233202.05454.html>
Google Search: "IM A Star" = 834 mentions.
Release: Microsoft Releases Microsoft Business Solutions–Solomon 6.0
Link: <http://www.rednova.com/news/display/?id=90960>
Google Search: "Solomon 6.0" = 790 mentions.
Release: Universal Electronics Acquires SimpleDevices, Extending UEI’s Growing Strength in Digital Media Control
Link: <http://www.uei.com/press.php?page_id=19>
Google Search: "SimpleDevices" = 671 mentions.
Note that the BBS does NOT have the most mentions. The combined efforts of Audiovox (1.3 billion in revenues) and AT&T (17 billion in revenues) clearly trump. Maybe if we changed out of our sweats and put on a tie or something…
I make absolutely no claims that:
* Web presence is all-important.
* Google is an accurate representation of Web presence.
* Quantity is better than quality–that all mentions are equal.
* There is a strong correlation of Google mentions to product success. No doubt all of the above products will significantly trump the BBS in revenues and profits. (there are 20,300 mentions of the pets.com sock puppet btw)
I just present the numbers and let the readers draw their own conclusion(s).
{ 2 comments… read them below or add one }
grant of thehobb 01.16.05 at 1:07 am
We’ve used outside PR companies in the past for specific ‘pushes’ and on each occassion neither party can calculate the resultant worth of the PR spend at the contract start.
Very often, right at the end of the PR contract it remains hard to grasp the full value effect of the work.
However … Blogging ….. Hmmmmmmm …. now blogging is a “day one” low cost upfront result method of saying “hi” to your market and actually “Being” with your market.
The real “Marketplace” is the location where we mix it and meet not just to sell cabbages and kings. When off to market to buy or sell a fat hen, we are traditionally off to network and meet eachother. Heck, we might only find out that the demand for our goods is about to crash by networking - we might only find out that there’s a new demand in town by overhearing some hush-hush comment on the other side of the market place.
PR is not a grouping of excited marketeers ready to bargain and barter knowledge, tittle tattle and goods. Blogging however is a mix of forum, rumour, debate, chitchat, mis-information, Soap Box Broadcasting and regular PR. The strengths we have to maintain are age-old … we need to sort the grain from the chaff (Nothing new there then).
The one ‘new’ thing about blogging is the cross-referencing links, the ability to check sources and the ease at which we can check up on our fellow humans and their words, internationally.
If for example I posted a blog saying ”
(ALL ON hold ..Gotta go >>> .. Visitor here at thehobb so will get back to the remainder of my post “later” Waves from Wales ~~~~~~~~~~~ Grant
grant of thehobb 01.16.05 at 1:22 am
OK .. I’m back (Some QuanXi time with a local !!)
Continued :
As an example, imagine the result of posting a blog onto our own blog site or another more popular one saying some thing like:
“I’m doing some work with the Jon Peters company now and I want to establish the power and speed of online communities and trusted networks in a marketing and R&D setting. I need to prove a point about the value and power of online communities.
Please, those of you who are familiar with Jon’s work let me have your honest thoughts before 1pm UK time. Postive or negative. This is accelerated R&D !
I want to understand how you perceive his work and his contribution to business. His views on women in business. Whatever strikes a chord with you. But make it fast and make it rich content. AND TELL YOUR FRIENDS who are in the know to participate too please. Volume and quality are what we need. Thank you in advance”
Well this is not something to be confused with PR or marketing … this facility on an international stage is something fresh and very useful for everyone.
So long as State censorship doesn’t intrude, ‘We the People’ will come to market and talk. In our networking we will learn and we will bond with eachother ever-closer. Heyyyyyyy .. you figure a Global Village is possiobly? Keep smiling, keep blogging and though I cannot be with you in Seattle for the Jan 24-25th meet, my heart’s there already waiting for yous all to turn up - it will be great.
Posted by: Grant of thehobb