All the analytics and metrics you need.

Convincing your boss that blogging or posting on LinkedIn or Instagram makes sense for the bottom line requires statistics.

We have 28 important facts about corporate blogging to share with you. These show why and how your content marketing efforts help your company.

This is part of a series of posts that deal with rankings and statistics. You also find facts that we gathered with our own drkpi® BlogTracker.

What triggered my writing of this blog entry were two great posts:

Then I found a comment left by Heidi Cohen on the second article that intrigued me further:

The results underscore that blogging remains a key element of a balanced marketing strategy.
Why?
Because done well a blog supports your business with quality thought leadership, search optimization, influencer support, and social media talking points. At the same time, you create content that builds long term business value in terms of an email list and owned media.

comment by Heidi Cohen

So, we went ahead and curated, vetted, and categorised a list of up-to-date facts, numbers and statistics below. Filtering the facts from amidst the noise of opinions is not easy. It is critical to get realiable AND valid data. Only then are we able to trust the empirical findings and can, therefore, make the the right decisions.

Click the links in the box below to jump to a category, or keep reading for our top blogging statistics.

Numbers that make the world go round

We should also look at some population statistics – also known as demographics. Why? Because the size of the market occupied by seniors is starting to grow, and we cannot ignore how they consume knowledge and news. Assuming, of course, that we want to reach them as well as Millennials.

  1. In the US, the 65-and-older population grew by over a third (34.2% or 13,787,044) during the past decade, and by 3.2% (1,688,924) from 2018 to 2019 (US Census Table: seniors make up 17% of the US population).
  2. In Germany, the number of people 65 and up has increased from 12 million in 1991 to 17.9 million in 2018 (German Bureau of Statistics: seniors’ share of the population increased from 15% in 1991 to 22.9% in 2018).

The bottom line is that in many countries – mostly OECD Member States – seniors’ share of the population is increasing. Something marketers should not forget.

Top blogging statistics

Here are the most interesting blogging stats we think you should know more about:

  1. Fortune 500 companies had a public-facing corporate blog in the following numbers (Center for Marketing Research – Umass Dartmouth):
    – 2016: 36%,
    – 2017: 42%,
    – 2018: 53%, and
    – 2019: 54%.
  2. Inc. 500 (the 500 fastest-growing private companies in the US based on the percentage of revenue growth rate) had public facing blogs as follows (Center for Marketing Research – Umass Dartmouth):
    – 2015: 37%,
    – 2016: 42%,
    – 2017: 55%,
    – 2018: 50%, and
    – 2019: 51%.

The bottom line is that a growing number of successful firms of all sizes are using corporate blogs to reach out to their target audiences.

Blogging statistics ROI: Why marketers care
Blogging statistics ROI (return on investment): Why marketers care

Search engine ranking statistics

These stats about Google’s rankings might surprise you.

  1. The average Google first page result contains 1,447 words, and an entry that covers a topic in-depth will significantly outperform content that does not (Backlinko).
  2. The 300-word post is out: the average word count of content that ranks at the top of Google’s search engine results is about 1,692 in the B2C (business-to-consumer) domain (SearchMetrics).
  3. 90.63% of pages get no organic search traffic from Google (Ahrefs), so getting backlinks by, for example, commenting on other relevant blogs is a must.
  4. Only 5.7% of pages will rank in the top 10 search results within a year of publication (Ahrefs), making posting regularly critical.

Backlink statistics

Google says that backlinks are one of their top 3 ranking factors.

  1. 66.31% of pages do not have a single backlink, while 26.29% have links from three websites or less (Ahrens).
  2. 80.1% of corporate blog posts have just one backlink (drkpi® BlogTracker).
  3. Longer articles are more trusted by readers, and they’re more inclined to link to longer content which indirectly provides an inbound link. That again helps improve one’s ranking in organic search results (Backlinko).

The bottom line is that backlinks matter and longer blog entries do not hurt your placement in organic search results.

drkpi® Blogging Statistics - Useful Metrics in a Simple Package.
drkpi® BlogTracker – Useful Metrics in a Simple Package.

Writing Statistics

Much has been written about the ideal length for blog posts. Here are some numbers that will surely be of interest:

  1. The average Google first-page entry (depending on who collected the data) contains 1,447 words (Backlinko) or 1,140-1285 words (SearchMetrics).
  2. A study of 1,000 bloggers shows that the average blog post is now 1,236 words… 56% longer than in 2014 (Orbit Media).
  3. 29% of posts on corporate blogs are over 1,150 words (drkpi® BlogTracker).
  4. These days, the average blog post takes 3 hours and 57 minutes to write… up 65% from 2014. Although some would suggest that if you add depth and check, for instance, where the numbers for this blog entry came from, 4 hours will not suffice!
  5. In 2020, the average sentence length is 21 words… and dropping (drkpi® BlogTracker).

The bottom line is that the time required to put together a decent blog post (depending on the type of blog) seems to have gone up over the years. Is 4 hours enough to get a blog entry like this one in front of you? You be the judge.

Dialogue and Engagement statistics

  1. The following percentages of Fortune 500 blogs allowed comments by readers (Center for Marketing Research – Umass Dartmouth):
    – 2015: 73%,
    – 2016: 61%,
    – 2017: 51%,
    – 2018: 40%, and
    – 2019: 18%.
  2. The average number of reader comments of 20 words or more per blog entry has dropped in the corporate blogosphere (drkpi® BlogTracker):
    – 2019: 0.8, and
    – 2020: 0.76.

The bottom line is that allowing comments is time consuming and some firms have simply dropped the ball on this one, switching from having a dialogue and returning to broadcasting.

Blogging statistics – what the budget committee cares about

How much do Blogging professionals charge for their services? Are you charging higher or lower than the average? Let’s look at a few numbers:

  1. Most monthly retainers for content-creation range in the neighbourhood of EUR 600 to 1500 (drkpi®).
  2. The most popular hourly pricing tier is EUR 70 to 125 (drkpi®).
  3. Single blog entry projects are generally priced in the range of EUR 600 to EUR 800 (drkpi®).
  4. About 60% of blogs use the WordPress Content Management System (W3Techs).
    Well-known brands with a successful WordPress blog include Facebook Newsroom, the engineering firm ABB, Sweden (yes, the country), Mercedes-Benz, and Daimler.
    Others have shuttered their blogs because they discovered that it takes time, effort, and a budget to ensure a dialogue while refraining from just broadcasting (see Swiss).
    Check out some surprising WordPress Statistics from Who is Hosting This – Brenda Barron.
  5. 47% of B2B (business-to-business) buyers read 3-5 blog posts or content pieces prior to speaking with a salesperson (DemandGenReport).

The bottom line is that some companies use Typo3 Software and call it a Blog without empowering users to leave a comment, such as Xing. That seems like a fallback to the 1980s, when a few were broadcasting to many listening. Today people want to engage and have their say. Companies and individuals increasingly publish their content, but getting a few to read / listen is also an increasing challenge.

Sales data – what makes the cash register ring

  1. 56% of marketers think that websites are the best performing channel in digital marketing.
    37% cited raising brand awareness as the top goal of digital marketing, followed by lead generation, which was mentioned by 26% of respondents (Altimeter).
  2. On average, companies with blogs produce 67% more leads per month than those without (DemandMetric).

The bottom line is that what we believe is best is not always so. Plus, how you define a lead and how this is counted can be questioned.

Ältere Leute machen ein Selfie
Older folks taking a selfie and enjoying each other’s company over a great meal.

Final thoughts about blogging statistics

Data accuracy is one of the most important factors ensuring the success of a multi-channel campaign. There are plenty of other interesting KPIs (key performance indicators) floating around on the web that people tout as great. But sometimes even when a company’s core business is data analytics or web statistics, for instance, the content creators come with a Fine Arts background. I guess you must have acquired plenty of statistics know-how on the way… because sometimes I’m not sure I can trust your blog entries about metrics or statistics.

One thing you have to do, regardless of your statistics skills, is dig down and learn more about the method the people use to get the numbers they report. Which is why we tried to select sources that explain how they obtained the data they are providing. Reliability and validity are critical in order to trust the data and make a decision based on those numbers.

We hope this entry about blogging statistics is helpful to you. Do you have any statistics that you came across that we missed? We are also curious to hear what statistics you use to show your blog’s ROI – please share in a comment below, and don’t forget the link!

By the way, check out how many html pages or pdf files your website has, according to Google’s indexing: SITE:DRKPI.COM/ -HTML

This blog entry is part of a series:

  1. WEF Davos 2019: Top 100 CEO bloggers (you are here)
  2. WEF Davos 2019: Die besten Chef Blogs (in German / auf Deutsch)
  3. WEF Davos: Cybersecurity and Blockchain
  4. WEF Davos: MCLago und Marketing (in German / auf Deutsch)

Summary: We published a #DrKPI WEF Davos blogger ranking for 20152016, and 2017.
This year we attended #WEF19 in Davos in person – a good reason to post another #DrKPI #BlogRank of the top 100 CEO blogs.
This post presents the 2019 rankings.

Being fashionable is transient, but public facing corporate blogs are here to stay. To illustrate,

53% of Fortune 500 and 55% of Inc 500 firms in the US have public facing blogs. Source: Center for Marketing Research at the University of Massachusetts Dartmouth.

53% of Fortune 500 and 55% of Inc 500 firms in the US have public facing blogs. Source: Center for Marketing Research at the University of Massachusetts Dartmouth.

Love what you read? Click here to Subscribe to our Blog! ♥

Every year the road to Davos is littered with companies that once appeared all-powerful, but later stumbled. For instance, former Yahoo CEO Marissa Mayer was an avid blogger until recently, and she is no longer attending WEF Davos. New people are showing up and telling us that going public and sharing experiences is each company’s, and its managers’, responsibility.

By the way, as in past years, climate change was an issue at this year’s WEF – naturally. Although we did not attend any of those sessions, we did our part by having the team use public transit, including taking the train to and from Davos. In Davos itself, we took the WEF shuttle or walked from one venue to the next.

World Economic Forum: Authentic CEOs aplenty

This year part of our team scored an invite and had a chance to visit the World Economic Forum. We had a great time and met some famous CEOs, including Jamie Dimon and Satya Nadella. So, we thought we would share some of our thoughts right here, and publish an updated #DrKPI #BlogRank for #WEFdavos in 2019.

iVault at Davos 2019: Jamie Dimon and Vault Security Systems AG

iVault at Davos 2019: Jamie Dimon and Vault Security Systems AG

Is blogging easy? Depends on who you ask. Most people think it’s easy – you just write a little, and that’s all there is to it. Personally, I think it requires a lot of time, attention, and creativity. And like anything creative, it has its moments of difficulty. But if we look at those attending Davos, one wonders.

The Harvard Business Review rankings of the top CEOs suggest that one key skill of these high performers is their ability to get their message across very effectively. But what about blogging? If a growing number of Fortune 500 companies have public facing blogs, their CEOs must know the drill. Right?

Well actually, we get a mixed picture, and once again, it depends on who you ask. CEOs may talk the talk, but many – like Stephanie Buscemi (log in with your email first, then click on this again to get the numbers) – fail to walk the walk.

Speaking at the World Economic Forum (WEF) in Davos, Switzerland, Salesforce chief marketing officer Stephanie Buscemi said companies need to have a "point of view".

Speaking at the World Economic Forum (WEF) in Davos, Switzerland, Salesforce chief marketing officer Stephanie Buscemi said companies need to have a “point of view”.

Take-away

While Salesforce may have a “point of view”, I certainly can’t figure out from her blog what Stephanie Buscemi stands for. Trumpeting her company’s products using marketing mumbo-jumbo isn’t exactly on topic, is it…
Does it present added value? I’m going to go with a big, fat, NO.

Microsoft CEO Satya Nadella and Apple CEO Tim Cook were pictured at dinner in Davos with Brazil’s far-right president Jair Bolsonaro.

Whenever he has the opportunity, Satya Nadella talks about our need for a global GDPR, and privacy being a human right. He did so in interviews and also during his WEF speech this year – but he fails to outline his position on his Microsoft blog. Another missed opportunity.

This is a blog that cries out for care, attention, and authenticity. Of the latter, Nadella has a whole truckload, so why doesn’t anyone at Microsoft help him translate it onto his blog for readers’ – or customers’ – benefit?

Satya Nadella asserted that there needs to be a GDPR for the world.

Satya Nadella asserted that there needs to be a GDPR for the world.

Take-away

Microsoft CEO wants a GDPR for the world. Maybe he should follow Stephanie Buscemi’s advice, and get a “point of view”.

Nadella surely has one. He also stands behind it. But a blog telling us a bit more about what he feels and how his company tackles this challenge would be helpful. What his PR staff is managing to spread is totally unauthentic statements… Another lost opportunity to hear from a CEO directly about such an important topic.

[su_box title=”World Economic Forum Davos: 4 things that distinguish successful c-suite bloggers from the rest – NOW 6 facts” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]

Two years back we suggested:

    1. Staying on topic,
    2. Posting regularly,
    3. Answering reader comments, and
    4. Benchmarking your blog (seeing what works best for you).

This year we could maybe add

  • Being authentic,
  • Avoiding navel gazing or inward-looking entries… provide your audience with added value.

Incidentally, added value is unlikely to mean talking about your company’s product. Unfortuntely, Salesforce chief marketer Stephanie Buscemi does just that – about every 6 months or so.

As a marketing guru, your main job is to know what clients want. As well, you need to make sure that know-how flows into product development. But posts touting your company’s product do not cut the mustard.

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Ranking CEO (top management) bloggers for WEF Davos 2019

CLICK on IMAGE - DrKPI - Top 100 CEO bloggers.We publish our DrKPI BlogRank: Top 100 CEO Bloggers every year (find more on the website).

These numbers can be at your fingertips! Just bookmark this entry – Top blogs of Davos 2019 | World Economic Forum from DrKPI® BlogRank, and you are all set.

[su_box title=”Five WEF Davos 2017 Top 100 Blogs you want to bookmark” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]
Important blog missing – yours! Please sign up right now, and get your blog’s numbers mailed to your inbox.

  1. Log in with your email at https://DrKPI.com,
  2. Click on any link below, and you’ll see the charts and figures.

Here are the links you need:

  1. Overall list – WEF Davos 2019 Top 100 CEO bloggers – Christine Lagarde – IMF
  2. Details – Content Strategy – WEF Davos 2019 Top 100 CEO bloggers – Arman Sarhaddar – Vault Security Systems
  3. Details – Brand Image and Impact – WEF Davos 2019 Top 100 CEO Bloggers – Erna Solberg – Prime Minister of Norway
  4. Details – Conversation and Social Sharing – WEF Davos 2019 Top 100 CEO Bloggers – Ron Tolido – Capgemini

Check out the table below!

Erna Solbgerg does not link to other material on the web, her blog is about her opinions. Christine Lagarde has co-authors whom she publishes with, saves her time while ensuring high-quality content. Arman Sarhaddar has just started as a blogger, but does very well.

And another thing, why have a blog when you do not allow your readers to comment? Even if you do you will not get that many since it takes time and effort. Oh, and thought.

By the way, Mr. Edelman – successful blogger in previous years – no longer blogs and the website is a useability nightmare.

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Here are some other things to consider.

[su_box title=”World Economic Forum Davos: 3 beginner mistakes even pros make.” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]

1. A Hashtag strategy is a must

The WEF has put out the #WEF19 hashtag, but most people cannot find it on its website. Many others are also being used, such as  #Davos2019. Whatever you do, use at least three hashtags to make your post easy to find.

Tweet about this post or share it on LinkedIn. Here’s an example of how this could work using hashtags:

#DrKPI’s annual #WEF #BlogRank with #metrics2watch:
https://blog.drkpi.com/ranking-top-manager-blog/
for the Top 100 #CEO #Blogger at #WEFdavos #WEF19 #Davos2019

2. Blogging or sharing content in a high-walled garden is not smart. Really.

I appreciate all CEOs that share their thoughts and off the cuff remarks on, for instance, LinkedIn. But let us not forget, you are more likely to reach those that think like you do (fellow managers, CEOs, wannabes and so forth) in an echo chamber or a fenced yard like LinkedIn.

Is that really the target group of customers that you want to or must reach? Probably not. As if this is not reason enough, no search engine will index your entry on LinkedIn and within a day or two, people will be unable to find it on this platform.

So get your own blog and curate content that interests your target audience(s) by providing them added value.

3. Preventing the crawling of your site does not help

Some bloggers do a great job (e.g., Christine Lagarde). But please, make sure your robots.txt file is set up so search engines can crawl and index your blog. I’m looking at you, Christine.

Of course, George Colony: The Counterintuitive CEO may not care, since he is already famous. But for those of you who aren’t famous (yet), beware… Here is some help for non-geeks on how to set up your robots.txt file correctly.[/su_box]

Have your say –  join the conversation

Source: WEF Davos 2019: Top 100 CEO bloggers

What is your opinion?

– Who is your favorite top management, c-suite or CEO blogger?
– What would you recommend a CEO blogger such as Jean-Pascal Tricoire (CEO of Schneider Electric) do to get more reader comments (8,000 reads BUT 0 reader comments)?
– Since it takes Elon Musk six days to go from having an idea to its execution, what would you recommend he do to revive his stale blog?

More about DrKPI BlogRank – the Hit Parade

Declaration of Conflicting Interests

The author declares that he had no conflict of interest with respect to the content, authorship or publication of this blog entry.

[su_box title=”WEF Davos 2017 Top 100 Bloggers: How it works” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]
We did not just gather the over 100 CEO / c-suite blogs we liked best. Instead, our DrKPI® BlogRank picked those that feature the most informative, knowledgeable and experience-driven insights, using objective indicators.

We also analyse writing style and visual effects, as well as how much reader engagement, dialogue and ripple is generated by marketing content published on the blog.

100 is the highest possible grade for each indicator. The average within the group of blogs being ranked or all blogs (see table below) is 50.
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Top 100 CEO blogs

Learn more about the table from the above blog entry below.

  1. Log in with your email at https://DrKPI.com,
  2. Click this link and you’ll see the charts and figures below.

Register your own blog right here!

WEF Davos 2019 - the top CEO bloggers - the best of the corporate blogcrowd from DrKPI BlogRank.

WEF Davos 2019 – the top CEO bloggers – thebest of the corporate blogcrowd from DrKPI BlogRank.

See some Kodak moments from WEF 2019 below

[su_carousel source=”media:5653,5652,5651,5650,5649,5648, 5647,5646,5645,5644,5643,5642,5641,5640,5638,5639″ link=”image” target=”blank” responsive=”yes” title=”no” arrows=”yes” pages=”no” mousewheel=”yes”speed=”1500″]

… or our impressions video for iVAULT, the brand by Vault Security Systems AG here:

Qualitative and quantitative analysis requires: Sound methods and great sample selection while a reflective analysis provides insights needed.

CLICK on IMAGE - DrKPI - Top 100 law blogs.Summary: We published a #DrKPI Top 100 law blogs for 2015.
Now, we present English-speaking North America’s Top 100 law blogs in 2017.
Critical findings
1. Some law firm blogs are into broadcasting; reader engagement and dialogue is lacking.
2. Some in the top 100 are real gems, providing readers with real insight.
More different top rankings available in English or in German.

♥ Curious? Join 1,500+ other subscribers to this blog’s newsletter, and read on!

[su_box title=”Who blogs better? How the legal eagles shine” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]

Keep this list handy.
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Who dominates the law blog scene?

Blog posts discussing court rulings and what they mean for firms, clients, consumers, etc. are of considerable interest to readers. They also offer firms a more personal method of communication, and most importantly, foster dialogue with readers.

Others who write about the firm and not so much about issues clients care about do not stir their target audience’s interest.

Interesting read: The no-bullsh*t guide to better blogging

CLICK on IMAGE - DrKPI - Top 100 law blogs.Learn more about the table below from the above blog entry. Register your blog right here.

We publish DrKPI BlogRank lists for various blog types (learn more on the website).

These numbers can be at your fingertips; just bookmark this entry, Top 100 legal blogs for Canada and the US in 2017, and you are all set.

[su_box title=”2017 Top 100 Legal Blogs” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]
Important blog missing – yours! Please sign up right now and get the numbers.[/su_box]

[embeddoc url=”http://blog.drkpi.com/wp-content/files/100-Best-Blogs-Law-Blogs-USA-Canada.pdf” width=”100%” height=”2000px” viewer=”google”]

Download

DrKPI BlogRank 100 best law blogs: USA and Canada – PDF File  – 3 pages – 250 KB

Every year the road to the Law Blog Hall of Fame is littered with companies that once had a successful blog, but stumbled in the preceding 12 months. If you decide to have a corporate blog in your law practice, be sure to plan for the long haul.

[su_box title=”The 100 top legal blogs: 3 things less successful law blogs lack” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]
CLICK on IMAGE - DrKPI - Top 100 law blogs.

1. Reader Engagement: You have to really search for it

There are a few blogs that get reader comments, as the DrKPI Reader Influence ranking shows.

Unfortunately, the vast majority get very few if any readers to take the time to comment. If our entries elicit no response from our readers, how relevant is our material to our target audience?

2. Reader Dialogue: Non-existent for all practical purposes

Most authors fail to reply to their readers. That definitely applies to the top 100 law blogs in the US and Canada.

However, think about this for a minute. If you do not reply to readers’ comments, what are you telling your readers? That you care about them taking the time to comment? Not likely.

Besides, how can you have a dialogue with your readers if you do not reply to their comments?

3. Social sharing: Where is the resonance?

Some blogs do quite well when we look at social sharing, especially on Facebook and even LinkedIn. However, their followers rarely if ever reply / comment regarding their entry.

This raises the question: If your newly published content shared on Facebook or LinkedIn fails to elicit a response, does anybody even see your content on these platforms? [/su_box]

While a few things can go wrong with a law blog, great legal bloggers do these 3 things very well.

[su_box title=”The 100 top legal blogs: 3 things successful bloggers do better” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]

CLICK on IMAGE - DrKPI - Top 100 law blogs.

1. Focus less on your brand – dialogue with your readers instead.

Your client may be facing criminal charges or Brexit will impact your client’s London staff from EU countries.

Both stories can be covered. But you have to do it in some depth. Moreover, your blog entry must address the issues from the perspective of your potential client.

For instance, how can I ensure that I get a mortgage even though my residency status is in limbo until the EU and Prime Minister May have figured out their divorce settlement in two years? Or, what could this new law mean for companies working with health care data?

How our firm will do a great job handling the case is secondary at best. How the client’s problem can be solved is what matters.

2. Narrow focus with depth VERSUS wider focus with less depth.

I think this can be handled well either way.

For instance, you can cover whatever the Supreme Court of California has on the docket. Another option would be to cover legal developments or court cases pertaining to data security, privacy and compliance.

In both cases it is obvious that you have narrowed your focus. Thus, you can cover it in more depth. Something most search engines like.

3. Keep in mind, most people will find your blog with their smartphone.

Have you had a chance to talk to your favourite lawyer recently? If your answer is yes, they surely had their smartphone nearby. Right?

Like your lawyer, you probably first look at content by checking it on your smartphone screen.

This requires short paragraphs, subtitles, and good text structuring. In turn, your reader can quickly scan the information before deciding to spend the time reading it in more depth.

Check your favourite Law Blog on your smartphone. Chances are that it is cumbersome to navigate.

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| : Rawpixel.com| Fotolia #115584979

| Urheber: Rawpixel.com| Fotolia #115584979

Bottom line: Have your say – join the conversation

Source: Best 100 Law Blogs: US and Canada

While the top law blogs do well on most dimensions of our DrKPI BlogRank, things already take a nosedive after the first twenty or so.

Social Media means that you are trying to be social, personable and authentic. If you want to broadcast how good an expert you are, get yourself booked on talk shows or news programs.

Finally, remember, most people cannot or do not want to be bothered dealing with an RSS feed. So give them the option to get your content via email.

What is your opinion?

– What is your favourite law blog?
– If you are a law blogger, what is the greatest challenge you face writing for your blog?
– What is the reason you decided to blog on your company’s law blog? Do you enjoy it?

More about DrKPI BlogRank – the Hit Parade

Declaration of Conflicting Interests

The author declares that he had no conflict of interest with respect to the content, authorship or publication of this blog entry.

[su_box title=”2017 Top 100 Legal Blogs” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]
We did not just gather the 100 law blogs we liked best.

Instead, our DrKPI® BlogRank picked those that feature the most informative, knowledgeable and experience driven insights, using objective indicators.

We also analyse writing style and visual effects, as well as how much reader engagement, dialogue and ripple is generated by marketing content published on the blog.

100 is the highest possible grade for each indicator. The average within the group of blogs being ranked or all blogs (see table above) is 50.
[/su_box]

WEF Davos - what are the blogging trends|Copyright: Petunyia | Fotolia #127707380

Summary: We published a #DrKPI WEF Davos blogger ranking for 2015 and 2016. This post presents the 2017 rankings, as well as:

Being fashionable is transient, but corporate blogs are here to stay. To illustrate, a 2009-2010 study reported that 23 percent of Fortune 500 companies had at least one corporate blog. In 2016, 181 Fortune 500 companies, or 36 percent had corporate blogs for content marketing purposes (see UMass Center for Marketing Research).

Blogs are a more personable way to communicate, and most importantly, foster dialogue with readers.

Interesting read: The no-bullsh*t guide to better blogging

♥ Curious? Join 1,500+ other subscribers to this blog’s newsletter, and read on!♥

Every year the road to Davos is littered with companies that once appeared all-powerful, but later stumbled. For instance, Yahoo’s former CEO, Marissa Mayer was an avid blogger until recently, is not attending WEF Davos this year.

[su_box title=”World Economic Forum Davos: 4 things successful c-suite bloggers do better” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]

Checklist

  1. Staying on topic vs. Trumping
  2. Posting regularly
  3. Answering reader comments
  4. Benchmarking your blog – see what works best for you

Get answers to this checklist below.
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1. Michelle Obama and staying on topic

Some have argued, “One of the biggest flaws that we see in CEO blogs is lack of focus.”

A good point, but this statement is too general. Imagine if Michelle Obama had decided to write a blog during her time at the White House. What her topic of choice might have been would not have mattered much. She could have written about human rights, her travels or shared her ideas about gardening, and countless people would have been interested to read this material.

Of course, writing about a topic you care about makes things easier. For most folks, delivering on a narrower topic helps, but different rules apply for famous people.

Take-away

The more famous you are among your target audience, the less focus matters for your blog content. Writing about a trip to the store, corporate policy meetings, and so forth can be part of the package.

You can be audacious like Mr. Trump… But your compliance folks will have a fit.

2. Guy Kawasaki and building relationships

Building relationships or friendships requires that you invest time and maintain regular contact. For instance, Guy Kawasaki posts once or twice a year, but the The Blog Maverick (Mark Cuban) has managed to post just about every month over many years.

The results speak for themselves: Mark Cuban has a much higher dedicated readership than Guy Kawasaki, even though social media pundits may feel differently. But those are the numbers.

Take-away

Don’t begin your blog by posting twice a week. Look at it as a ten-year marathon or even longer. Start off slowly, at a pace that you can maintain throughout the race. Continue the journey by posting content every three to five weeks.

3. Peter Brabeck-Lethmathe: Actions speak louder than words

Unless you really focus on reader comments, you should drop your blog. You might as well tell corporate communications to handle your media work for you, because it will not stand out… but you will be in good company, I am sorry to say.

As a CEO that reaches out and blogs, you need to be authentic. Peter Brabeck-Letmathe (Chariman of Nestlé Group and Formula 1) manages this very well. Two things make his CEO blog different:

  1. He receives reader comments – in contrast to many c-suite blogs that do not, AND
  2. Peter tries to respond from time to time if the comment requires a thoughtful reply.

However, recently he has failed to post regularly, which is a real shame. Also, you have to carefully monitor the comments that are left on your blog. Some people seem to forget. In turn, they may end up having several spam-type comments published among more thoughtful reader comments. A pity.

Take-away

Taking the time to reply to thoughtful reader comments makes you authentic. As importantly, it shows that you value your readers’ time. But please, moderate your reader comments to prevent spam getting published.

WEF Davos - Data about the DrKPI BlogRank: Best 100 CEO Bloggers | Copyright: Rawpixel.com | Fotolia #101962153

WEF Davos – Data about the DrKPI BlogRank: Best 100 CEO Bloggers
Copyright: Rawpixel.com | Fotolia #101962153

4. Peter F. Drucker: Metrics can help you improve performance

When I was a student, Peter F. Drucker once told me (I am paraphrasing his words):

Urs, how do you know you did well? You must define success beforehand, then measure your performance.

Of course, not everything should or can be measured.

Trying to assess how much Air Conditioning adds to your bottom line or return on investment (ROI) seems useless. Nevertheless, keeping your offices cool during summer seems sensible.

Hence, a CEO or c-suite executive should define success for their blog and then try to measure it. Comparing one’s performance to other similar blogs makes sense, and puts your work in context.

Take-away

When benchmarking oneself it helps to focus on best practice and the blog’s trendline. We can see if our level of resonance and the ripple our content gets on the social web is comparable. Necessary changes can help improve performance in the subsequent quarter.

Ranking CEO (top management) bloggers for WEF Davos 2017

CLICK on IMAGE - DrKPI - Top 100 CEO bloggers.We publish our DrKPI BlogRank: Top 100 CEO Bloggers every year (find more on the website).

These numbers can be at your fingertips; just bookmark this entry, Top blogs of Davos 2017 | World Economic Forum, and you are all set.

[su_box title=”Five WEF Davos 2017 Top 100 Blogs you want to bookmark” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]
Important blog missing – yours! Please sign up right now and get the numbers.

Here are the links you need:

1. Overall list – WEF Davos 2017 Top 100 CEO bloggers – Christine Lagarde – IMF
2. Details – WEF Davos 2017 Best 100 CEO Bloggers – Richard Edelman – Edelman Trust Barometer
3. Details – Content Strategy – WEF Davos 2017 – Dr Francis Collins, NIH Director
4. Details – Brand Image and Impact – WEF Davos 2017 Best 100 CEO Bloggers – Maler Heyse
5. Details – Conversation and Social Sharing – WEF Davos 2017 Best 100 CEO Bloggers – Ron Tolido – Capgemini

Check out the table below!
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By the way, many luminaries attending this year’s WEF blog too rarely (minimum one entry in the last 90 days) to be included (e.g., Sharan Burrow, General Secretary of the International Trade Union Confederation).

Make sure that your robots.txt file is set up so search engines can crawl and index your blog. Of course, George Colony: The Counterintuitive CEO may not care, since he is already famous. But if you are not, beware… here is some help for non-geeks on how to set up your robots.txt file correctly.

[su_box title=”WEF Davos CEO Bloggers: Three lessons learned” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]
The superstar reigns supreme in the media, publishing and blogging business. If you are famous or have a well-known brand (e.g., your company), it helps tremendously. So if you have left Google or Red Bull, this will separate the wheat from the chaff. Are you still in the top ranks or has your ripple / engagement dropped like a stone?

Below we have used high performing bloggers in one of the three areas we measure and interpreted their high score. We explain why they did so well.

1. Content Marketing & Strategy (Blogger: Randy Tinseth – Boeing)

Randy’s headlines are short and attention-grabbing. His writing style is also to the point – short sentences and paragraphs are the norm. Loved by mobile users.

2. Brand Image and Brand Strength (Blogger: David Armano – Edelmann)

Naturally, how you present yourself, as well as your employer or company does matter. If you just share your thoughts or opinion, added value is not always easy to grasp for the casual reader.

David uses graphics and visuals nicely, but as importantly, he provides links to additional material on the company site and others. Quality is key.

3. Influence, Resonance and Social Shares (Blogger: Carsten Ulbricht – Bartsch Rechtsanwälte)

Readers who care or are inspired write comments. But often we are lucky if just 1 out of 1,000 readers shares a blog entry. If 1 out of 10,000 visitors writes a comment, we’re thrilled.

Social shares are a flash in the pan – important now, but gone in less than 10 seconds in my feed… They do little for building a long-term relationship with your clients or getting potential clients to talk about your product.

Bill Gates gets the best score = 100 for his social ripple, i.e. how his content is being shared on social networks, just above Richard Branson. Nevertheless, both have had zero reader comments over the last 90 days.
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Have your say –  join the conversation

Source: WEF Davos 2017: Best 100 CEO bloggers

What is your opinion?

– Who is your favorite top management, c-suite or CEO blogger?
– What would you recommend a CEO blogger such as Jean-Pascal Tricoire (CEO of Schneider Electric) do to get more reader comments (1,000 likes, 13,000 views BUT 0 reader comments)?
– Since it takes Elon Musk six days to go from having an idea to its execution, what would you recommend he do to revive his stale blog?

More about DrKPI BlogRank – the Hit Parade

Declaration of Conflicting Interests

The author declares that he had no conflict of interest with respect to the content, authorship or publication of this blog entry.

[su_box title=”WEF Davos 2017 Top 100 Bloggers: How it works” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]
We did not just gather the over 100 CEO / c-suite blogs we liked best. Instead, our DrKPI® BlogRank picked those that feature the most informative, knowledgeable and experience driven insights, using objective indicators. We also analyse writing style and visual effects, as well as how much reader engagement, dialogue and ripple is generated by marketing content published in the blog.

100 is the highest possible grade for each indicator. The average within the group of blogs being ranked or all blogs (see table below) is 50.
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Top 100 CEO blogs

Learn more about the table below from the above blog entry. Get the numbers below with this click.

Register your blog right her

WHAT do Branson, Gates, Obama, Musk, Xi Jin-Ping, Christine Lagard have in common: Most are among the 100 best CEO bloggers

WHAT do Branson, Gates, Obama, Musk, Xi Jin-Ping & Christine Lagard have in common? Most are among the best 100 CEO bloggers – find out who from DrKPI.

Jana Akyildiz and Urs E. Gattiker - Worblingen and Zurich - designing our new product - Brand Buzz Analytics

Summary: Communication by email, Skype or Google Talk is nothing new these days.
But a purposeful, structured face to face meeting in pleasant surroundings achieved the push we needed today.
A couple of thoughts about where communication strategy is going… and ideas for you, Reader.

I first heard the term ‘virtual organisation’ in the late nineties. We were working on a project with colleagues in Canada, Denmark, and Estonia. A tool like Skype was just the thing then, since it made communication easier.

These days, that’s all old hat. A lot has changed since then. Most organisations use different communication tools. Sometimes picking up the phone is still the easiest, saving us many emails and reducing the risk of misunderstandings.

Nevertheless, a face to face meeting is often most helpful – this time it only took me a short trip on public transport to Germany.

We wanted to meet and talk about the books and our project planning. Also up for discussion was how to improve our processes and working efficiency, etc.

Today’s work was crossborder – Zürich / Rielasingen-Worblingen. That is to say, I was at our branch in Rielasingen-Worblingen.

1. Brand Buzz Analytics

Our new product has been giving a good showing, but it still needs a good Web debut. In addition to the analytical possibilities, there are also creative ones that can be put to good use. Our preliminary comparisons and reports show that our data collection can be done even more efficiently.

Big Data is such a thing. Often, we have much more data than we actually need, but other times, one may be unaware of this fact.

In our case, we have the right data (the contents of thousands of websites), which we could put to even better use to show the manifestation of market forces.

2. Influencer Analytics

Jana-Akyildiz-Urs-Gattiker-nezzform-drkpi-sketchnote-brand-buzz-analytics-content-marketing

Here, our challenge is making the website even more user-friendly. Of course, we have to be sure to do that without sacrificing the visual aspect.

As usual, our colleagues at our Finnish branch take care of the technical implementation, but they were unable to attend today’s meeting. Still, they are hard at work and have assured us that the office’s fourth desk is close to completion in the garden.

Im finnischen Büro in Syöte ist der Werner am Zimmern.

Werner is hard at work – carpentry, that is – at our Finnish branch in Syöte.

Still, we decided to improve our influencer analytics and data processing. When it comes to usability there’s still quite a bit of room for improvement.

3. Content Marketing: DrKPI Hotel – Lite and Pro Versions

In tourism, New options are now possible for smaller hotels thanks to digital channels. But they must also be used, especially since, according to the latest national statistics, hotel stays are on the decline in Switzerland and Germany.

We are preparing DrKPI Hotel, both Lite and Pro versions, for independent-owned accommodations and vacation rentals.

But first, we need to clarify a couple of things, such as:

  • How can we include a booking system, such as WooCommerce, more efficiently in our solution?
  • How do we enable the end-user to choose between several price points (e.g. a room or a suite, high season or low, etc.)?

Not so easy, because e-commerce systems do not offer options specifically meant for independently-owned operations, nor for vacation rentals in general.

The usability leaves much to be desired, but this is where we must focus our attention, because the vacancy rate in Switzerland averages about 60%, which makes it impossible for many businesses to continue operating.

Digital marketing can certainly lend a hand there; our solutions are already in the testing stage and will soon be implemented by clients. Until then, we have a list of things to improve.

4. WordPress optimisation

Every WordPress user is familiar with this issue – the oppression of choice! There are numerous WordPress templates, and often no single one is exactly what we want, so customisation is key. The challenge is finding the time and the money.

No one wants to waste time, which would also incur unnecessary costs, cutting into the bottom line and certainly disappointing a client. This is where finding a compromise would be ideal for everyone involved. Our job is to narrow it down by figuring out which of the templates appeal to the client.

More importantly, though not easy to explain, is what will best serve one’s target audience. Which template, with appropriate customisations, is the best solution for the client’s target group? Can the end-user find the information they need quickly and easily?

This often requires persuasion, by showing the client how one template is better suited than the other, and achieves the larger objective. Direct contact with the target audience is often very helpful here, as it allows us to experience what works well, is easy to operate, gets used, and what doesn’t work, through the target group’s interaction with, and navigation of a website.

This a challenge that must be met, which is why we are currently optimising our procedures.

Susanne Mueller Zantop, Founder and Chairwoman, CEO Positions AG: Gattiker is a blog specialist, who comes across as a slightly dotty professor, but knows his subject matter intimately. He has even managed to make the Caritas blog an exciting, popular online destination – and it’s not as if their subject matter is particularly cheerful.

Take-aways

Email is a great communications tool, but it often requires a lot of back and forth to ensure everyone is on the same page. Skype or FaceTime can help with that, and so can the good old telephone.

When it comes to complexities, however, a face to face meeting still can’t be beat. The day of our meeting was highly productive, and we’re certain that it will provide our clients several new benefits. We also found that being prepared, directing our focus, and meeting in pleasant surroundings made our day even more productive.

Everyone knows exactly what needs to be done and we all have our assignments, which should be completed as quickly as possible, though no later than September 5.

Of course, what we’re particularly keen to learn about is your opinion:

  • How do you solve the usability/user-friendlisness challende for your product, such as a small appliance, machine, train, chair, etc.?
  • What do you consider to be the biggest challenge(s) when it comes to usefulness and usability for websites, e-commerce portals, etc.?
  • How do you increase the effectiveness of team meetings in your organisation?
Social Media Influencers: Can we agree to disagree? | Urheber: pathdoc | Fotolia #97351679

Summary: Revlon chooses a social media influencer – nail ‘artist’ Chelsea King.
How did Revlon rank influencers in order to make their choice?
What ROI (return on investment) can Revlon expect?

Recently I read the following news:

In a shift from using traditional celebrities as brand ambassadors, Revlon has teamed up with social media influencer and nail artist Chelsea King to reach new consumers in an authentic way, says Tracy Rohrbaugh, vice president of global marketing for Revlon. King will create unique content for Revlon and promote the brand through her own accounts.

The above illustrates that Revlon did not have any precise measurement method to rank and select the most suitable social media influencer. This got me thinking… How do we develop metrics and apply these in order to choose the most suitable influence marketer for our brand?

Chlick and get to the 6-point checklist

Advertising 101: Neither Snapchat nor Instagram?

On average, Snapchat users watch 80 videos a day. I recently asked people which videos they remembered and the answer was:

  1. the funniest one this week, from a friend, or
  2. the last really gross video I got about three days ago… the rest I do not remember.

Of course, this is not a scientific study. But what content stands out that you remember, dear Instagram or Snapchat user?

Wait, it gets better! Now we also have the Pay Your Selfie app in the US. This is an app that pays people between 20 cents to 1 Dollar for their selfies made with certain products. These are then posted to the Internet, such as on Instagram, and help sell product – at least in theory.

And the most important thing for brands seems to be finding these influencers – not celebrities. Well, maybe they are celebrities in their own right through sharing their silly moments, touting product and so forth.

But do these influencers get us to purchase another coffee maker, lipstick, stiletto heels or pair of pants?

Here are some things we may want to keep in mind.

1.1 Broadcasting is not sales

People increasingly began using social media around 2005. By 2010 many used several Social Networks, such as Facebook or Twitter. Just about a decade ago it was clear that social media empowered the average user to:

1. create and share content (i.e. many share with many or a few people) easily, AND
2. foster dialogue and engagement – this was and continues to be important.

All this has meant that attention has shifted from simply trying to sell toward focusing on understanding the needs of the buyer.

Influencer marketers supposedly listen to their fans’ needs. In turn, they review and test products that interest their target audience  (e.g., lipstick, TV or software).

The idea is, of course, that this information will help sway viewers of a video and readers of a blog post to purchase the product. At least, the manufacturer or seller hopes their product will be considered when we are in the store or buying online.

What are influencers? (read blog entry)

http://blog.drkpi.com/blog-influence-1/

There are certain factors that affect how many people you reach, such as the number of:

– fans on Facebook or Instagram, AND
– social shares of your content on social networks (i.e. whether it creates a ripple).

Nevertheless, what is the ultimate objective? Do we want influencers to help us with word-of-mouth marketing, do we hope for more sales, or what?

Is Chelsea King really authentic, social and an influencer? View the stats – survey says…!

Revlon's Chelsea King - DrKPI blog benchmark shows her influence seems very low.

Revlon’s Chelsea King – DrKPI blog benchmark shows her influence seems very low.

2. How did Revlon identify Chelsea King as an influencer?

It seems Revlon and its ad agency had a hard time measuring influence directly. Could we maybe measure influence by following generally accepted procedures?

Cover PR, an agency that negotiates deals for bloggers with large brands might help here. It attempts to ‘measure’ the concept of influencer as follows:

Influencers can be identified by choosing faces not just because of their reach but also based on quality, authenticity and professionalism (“… ausgewählte Gesichter, die nicht nur nach Reichweite, sondern auch nach Qualität, Authentizität und Professionalität ausgesucht wurden.

Easy, right? The result is you get mostly young women and a few guys (not pictured here). That is superb. NOT.

Some agencies are vague about how they define influence: Is it really just having reach, producing quality, being authentic and professional? | Copyright: CoverPR |

Some agencies are vague about how they define influence: Is it really just having reach, producing quality, being authentic and professional? | Copyright: CoverPR |

Hold on, not so fast. How were these women selected?

Martha Lane Fox (founder of lastminute.com) is attributed as having said, instinct or gut feeling should be ditched in business. This applies for our task of finding influencers as well.

Just using a few buzzwords to describe these influencers such as aesthete (Schöngeist) or real free spirit will not do, will it?

Compliance for beginners

If a blogger is an influencer and works with brands, is the blogger compliant to local advertising and content regulations?

For instance, a sponsored post must be marked as such at the top of the entry. If it is not, but has a little footnote to that effect, this might not satisfy the regulator, as Buzzfeed learned and paid for in the UK.

Compliance mistakes, such as failing to label native advertising as required, occur frequently. Of course, as a brand marketer we would hope that the agency prevents its client from making such beginner faux pas.

2.1 Does the content make a difference to our bottom line?

Influence goes beyond getting eyeballs to view your blog content. Nonetheless, is being authentic or professional part of how we define and measure influence?

Yes, maybe – because it is likely to manifest itself as many reader comments. Thoughtful comments do give other readers added value. And of course, we mean better comments than a simple feel-good note, such as, “Great post, thanks for sharing.”

But this still leaves out engagement and dialogue. How do we know people care about what we do and are influenced?

To illustrate, it might be that with 427,000 Twitter followers, one of your tweets gets 18 likes, 5 retweets. Is this a satisfactory ROI? 

Put differently, will this tweet influence your followers to purchase the product in the near future?

Rachel Roy tweets for a donation drive - resonance poor.

Rachel Roy tweets for a donation drive – resonance poor.

Guy Avigdor, COO of Klear, a software company that sells services to calculate your influence, attempts to identify influencers. For instance, Guy identifies Tory Burch as a very influential fashion blogger on Twitter. Unfortunately, once again the person gets very low resonance for her tweets.

If the dialogue ratio is rarely more than 0.001 percent, who cares if you have a few thousand or even hundreds of thousands of Twitter followers or Facebook fans?

2.2 Do fans engage with your content?

Let us agree, if your stuff gets shared on various social networks such as Twitter, Facebook or Pinterest, you are probably influential.

But besides more traffic or views of your content, does it really influence people in what they intend to buy or will purchase tomorrow?

As illustrated above and repeated by many who are deemed to be influencers, the resonance from fans and followers is very small in the social media space.

3. Influence: How to move MORE product

So you are a blogger and have influence. Let us cover the basics first.

We want influence to help us strengthen our brand and, hopefully, result in more product being sold. This chest of drawers will help us clarify further.

Antique chest of drawers: 3 drawers explain concept of market strength | 1 Awareness OF | 2. Belief about AND |3. Attitudes toward brand.

Antique chest of drawers: 3 drawers explain concept of market strength | 1 Awareness OF | 2. Belief about AND |3. Attitudes toward brand.| Copyright: Fotasia |

Brand Strength could be described as a little chest of drawers (see above image).

According to David A. Aaker this chest then has three drawers with the following contents:

1. Awareness of the brand, meaning our target audience knows about our brand – or not.
2. Association and beliefs about the brand (e.g., associating the brand with sustainability).
3. Attitude towards the brand (i.e. positive, negative or no opinion).

An influential blogger can raise awareness of a label with the target audience. If it works, beliefs about a brand might be shifted or one’s attitude toward a brand changes for the better (e.g., they are trying hard to improve sustainability of their supply chain – see book from David A. Aaker).

Of course, we want to improve the reach of content that talks about the product with the help of the influencer. As well, we hope this will increase trust in our brand and product (see also guest blog post by Meike Leopold).

6 secrets we need to master for successful influencer marketing

[su_box title=”Top 6 secrets for measuring influence marketing: Questions you want answers for” box_color=”#86bac5″ title_color=”#ffffff”]

Unless you get satisfactory answers to the questions below, you may not really know how your influencer was identified.

Check this carefully or pay through the nose for little, if anything.

1. What criteria were used to identify influencers for your purpose?

If the answer makes sense, go to question 2. If not, skip the rest.

2. How was influence defined?

There is no shared definition of influence. Nevertheless, if your agency wants to get you to work with influencers, let them explain what they mean by the term. The result will be discussion about your desired final outcome, achieved with the help of the influencer’s work.

3. How was influence measured?

Once we define something (point 2 above), we need to come up with criteria to measure it.

If not, the list of influencers shown to you is basically random. Don’t expect to be happy with the results of collaborating with people on this list.

4. Are we being snowed by savvy impression management?

Explicit impression management is externally oriented self-presentation (Gattiker, 2004). Sometimes “influencers” just do a great job presenting themselves as influential at conferences, special events and so forth.

Of course, getting others to believe you know what you’re talking about is the first step on the way to being labelled an expert.

Nonetheless, does that give someone the necessary credibility with our target audience, our customers?

5. Are we falling victim to reputation bias?

Reputation is what is generally said or believed about a person’s character or standing. Conference organisers may fall victim and book speakers whose expert status or reputation is primarily based on savvy impression management.

Hence, checking if reputation is based on facts or fluff matters if we want to get a satisfactory ROI out of blogger relations and working with influencers.

6. Are we reinforcing age, gender and / or race discrimination?

As parents we know, once the kids become teens our influence with them wanes. Similarly, a 50-year-old consumer working in the city is unlikely to follow a 20-something’s advice on which stilettos to buy.

Working with influencers in a certain age, gender or race group may be great. But if they fail to reflect our mix of customers, we may have fallen victim to discriminating against certain groups of individuals.

Bottom line

We need answers to these six questions. In this process, we can either understand the metrics used or develop a measurement method for our purposes. Our measurement method must meet the requirement for repeatability and reproducibility.

The influence marketing ranking is repeatable, if others can re-run the analysis using the same method and reproduce the same results.

Black boxes or algorithms that are kept secret do not permit this. Does it seem advisable to base business decisions on methods we fail to comprehend?[/su_box]

3.1 Useful resources and tools

– Why your social traffic looks low in analytics tools

– Easy-to-use Google tool for campaign tracking. Whenever we work with influencers, we should manage our URLs systematically. This helps improve our SEO (Search Engine Optimisation). To illustrate, a link I share on this blog to another post in our blog could be made up like this one: http://blog.drkpi.com/show-me-the-numbers-2?utm_source=Blog&utm_medium=socialmedia&utm_campaign=influencer-marketing – meaning the visitor came from the blog, from a post about Instagram and influencer marketing…

– As a SaaS (Software as a Service) provider that claims to “Generate Qualified Leads on Social Media space” you should be social in order to influence your target audience. Turning off commenting is not the right strategy.

– More on word-of-mouth marketing that influencers can help make happen – if we do it right, of course.

– Influence marketing und compliance (German)

4. Ranking influencers: Fact versus fiction

Many social influence metric tools are intransparent and work like a black box. Nonetheless, algorithms represent choices made by the engineers that designed them. Hence, algorithms are not neutral. Unless the method is made transparent, buyer beware.

Some influence measures multiply ranking with mentions on Twitter. This ignores the fact that people automatically retweet, often without having read content first.

Others calculate influence for bloggers using the Alexa ranking. The latter counts your traffic only if you have their plugin installed with your PC browser and ignores mobile traffic.

You can measure influence with the help of engagement, using proxy measures, such as number of tweets, number of retweets, number of replies, favourited tweets. But claiming to measure engagement with such metrics is an inexact science at best and voodoo at worst.

Tomoson surveyed 125 marketers during March 2015, and now claims that based on its survey replies, companies gain $6.50 for every $1 spent on influencer marketing. However, such studies are not representative, so these numbers are dubious at best.

Repeatability and reproducibility of such data and findings lie at the heart of sensible decision-making.

Using blog metrics from the DrKPI BlogRank we found that most ‘influential’ European style bloggers fail to make the top 10. A blogger was considered influential if their name was included in a list, such as those published by Vogue, Annabelle and so forth.

Just one influential blogger makes the top 10, as shown below.

Ranking blogs using DrKPI software reveals what Vogue, Annabelle, etc. identify as influentials fail to make the cut.

Ranking blogs using DrKPI software reveals what Vogue, Annabelle, etc. identify as influentials fail to make the cut.

Check out the best fashion and style bloggers in Europe and how the DrKPI BlogRank works.

Incidentally, as a style blogger real style also means you have the personality to match. Unless the blogger expresses something of their personality, it could be lost in a mess of peroxide and passionless fashionability.

Great style blogs are all about substance. And that ain’t easy to measure :-)

4.1 Narcissism versus self-esteem

Self-esteem can be defined as a subjective sense of one’s self worth and being competent. It correlates with good things such as emotional well-being and being persistent when doing a task. Narcissism means the person feels superior (I know best – I should decide). Such individuals crave admiration and adulation.

When we talk about social media influencers, narcissism plays a role. Narcissists seek attention and admiration and lash out at anyone criticising them. Donald Trump is probably the best known example of a narcissist. But if your personality is mostly about yourself and how to put yourself in the spotlight, we might have no more.

Incidentally, research with children indicates that parental overvaluation nurtures narcissism, and parental warmth nurtures self-esteem.

Myers, David G. (March 2016). Is Narcissism Extreme Self-Esteem? (written for general audience, refers to some great research articles on the topic). Retrieved, May 25, 2016 from http://www.psychologicalscience.org/index.php/publications/observer/2016/march-16/teaching-current-directions-in-psychological-science-28.html
Also interesting is http://www.psychologicalscience.org/index.php/publications/observer/2013/december-13/narcissism-unleashed.html

For the brand marketer this means that finding the best social media influencer is a tricky thing. A certain degree of narcissism might be okay and come with the territory. However, for a productive long term collaboration, plenty of self-esteem is preferable to loads of narcissism.

Narcissists tend to focus on materialism, have inflated expectations and show less relationship commitment than others. Such individuals are not easy to work with as a brand ambassador. Again, the secret to real style is having the personality to go with it. Nevertheless, narcissists need not apply, unless we have the patience and energy to deal with temper tantrums, tears and anger in spades.

5. Have your say – join the conversation

Source: Influence marketing experts’ top secrets

What is your opinion?

  • How do you choose the best social media influencers for your brand?
  • When were you so glad you had a social media influencer on board?
  • How do you budget for social media influencers?

The author declares that he had no conflict of interest with respect to the content, authorship or publication of this blog entry (i.e. I neither own any of these brands’ products nor are they our clients).

This post could also be called: Super Bowl by the Numbers. Throughout this post you get interesting statistics and this continues in this post’s comments

Just about a week ago we discussed how well WEF Davos manages do engage and dialogue with its audience on social media, such as its blog (WEF Davos 2016: Talk is cheap). Incidentally, we have had a bunch of posts about WEF Davos that you should check out.

Super Bowl 50 is just around the corner. Kick off is at 15:25 PST on February 7, 2016 in the Santa Clara, California. So it’s time to do an encore of our Best Football blogs.

1. Super Bowl: Show me the numbers

Social media is increasingly important for the NFL and the Super Bowl in particular.

For instance, Facebook launched Sports Stadium, an ad-free hub that pulls together scores, game information and posts from teams and publishers. With 1.59 billion users, Facebook will certainly soon introduce advertising to rake in the revenues via its new hub.

Tidbit 1: This year, Pepsi is the title sponsor of the halftime show. Doritos will run its tenth and final “Crash the Super Bowl” contest.

Tidbit 2: The halftime show – each year a big event – will feature British rock band Coldplay and singer Beyonce Knowles (see AP).

 

NFL and Blogging

NFL and Blogging

2. Top 100 football bloggers of 2014

We did a ranking back in 2014 and the winners were:

1. The Buffalo Bills, who already did very well in our 2013 rankings.
3. Richard Eisen, an American television journalist who works for the NFL Network.
4. Arizona Cardinals
5. Houston Texans
7. Green Bay Packers

None of the teams playing in Super Bowl 48 appeared in the top 10.

Top football blogs for 2014: DrKPI Benchmarks the NFL

Tidbit 3: Some estimate that 46 percent of people who watch the Super Bowl are female. And women also do most of the tweeting about the ads (Nielsen – Superbowl Halftime show and music consumption).

3. The 100 most interesting football blogs of 2015

Most importantly, the Buffallo Bills dropped precipitously from number 1 in 2014 to 13 for 2015. Plus, the Green Bay Packers moved up from seventh place in 2014 to third in 2015.

2015’s winners were:

1. The Bengals, who already did very well in the 2013 rankings.
2. Colts
3. Packers
4. Redskins
6. Arizona Cardinals

Tidbit 4: 20.9 million Super Bowl-related tweets were sent during 2015’s event. Nearly 30 percent were about the ads that aired during the game and halftime show.

NFL: Top 10 Blogs
Tidbit 5: Analysis of paid commercials shown during the game in 2015 show hashtags have overtaken URLs as the most popular call to action mechanism. In 2015, 57 percent of non-promo ads (34 of 60) contained a hashtag, and a bit less than half had a URL. Only 5 percent of ads mentioned Facebook.

See more at http://us.kantar.com/tech/tv/2016/historical-data-points-for-super-bowl-advertising/#sthash.XELbYRnA.dpuf

4. The 100 best American football blogs of 2016

CLICK on IMAGE - DrKPI - Top 100 #NFL #Football Blogs While social media is used extensively by NFL teams, blogging has slowed down. In other words, fewer teams have a blog where fans can enter a dialogue with the team.

Even if a blog or news site is published while commenting is enabled, barely anyone does so. Worst of all, if they do, they likely only hear their own echo, because they will not get an answer.

Engaging with fans was something NFL teams tried in 2013 and 2014. However, since 2015 that has been in decline and continues to get worse in 2016.

Below are the stats. More info about how the rankings are compiled can be found here: Making sense out of the rankings.
[su_custom_gallery source=”media: 3229″ limit=”7″ link=”image” target=”blank” width=”780px” height=”513px” Title=”Why do NFL team blogs get to be less social every year since 2013?” alt=”Why do NFL team blogs get to be less social every year since 2013?”]

Benchmark and test your blog – for free – right now

Here is the complete list of the Top 100 American Football blogs from DrKPI.

Cam Newton and the Carolina Panthers (15 wins and 1 loss in the regular season) will take on Peyton Manning and the Denver Broncos (12-4). Both teams were the top seeds in their respective conferences going into the playoffs.

So how do their team blogs stack up? The Panthers have many videos but basically no blog; just an Instagram presence and so forth. The Broncos do rank in the Top 100 NFL blogs but they have been hovering around position 60 for some time.

More details: Ranking the top NFL blogs for #SB50

CLICK on IMAGE - DrKPI - Top 100 #NFL #Football BlogsWe publish our DrKPI American Football BlogRank: Top 100 Blogs for Fans every year (find more on the website).

These numbers can be at your fingertips; just bookmark this entry, The best American Football Blogs, and you are all set.

Here are some more stats.

[su_box title=”5 Links you want to bookmark about the top American football blogs of 2016″ box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]

Get these numbers explained here: Making sense out of the rankings.

Even better, sign up for the newsletter to get our next post AND those about NFL Super Bowl, NGOs, Soccer, Fashion, Luxury Brands… Here are the links you need:

1. Overall list – Best American Football Blogs – Denver Broncos
2. Details Mezzo Level – Best American Football Blogs – Buffalo Bills
3. Details – Content Strategy – Best American Football Blogs – Patriots
4. Details – Brand Image and Impact – Best American Football Blogs for fans – football outsiders
5. Details – Conversation and Social Sharing – Top American Football Blogs – Mile High Report – a Denver Broncos Community
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Tidbit 6: According to this year’s broadcaster CBS, the average cost of a 30-second ad slot during Super Bowl 50 has soared to US $5 million. That is an 11 percent price hike from the 2015 rates NBC charged for Super Bowl ads at US $4.5 million. In 2012 and 2013 the average price was ‘only’ US $4 million (see Fortune).

5. Bottom line – it is about listening intently!

Here are three trends regarding the best American Football blogs.

[su_box title=”Best Practice: 3 trends we can see benchmarking the best American NFL blogs” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]

1. Content marketing:  Private bloggers lead the pack

In the top 20 you can find several NFL team blogs, such as the Indianapolis Colts, Seattle Seahawks, Buffallo Bills, and Arizona Cardinals.
You have to post regularly – but don’t overdo it. Keep your audience in mind. Fans love more content just before the Super Bowl. Nevertheless, there is a fine line between bla bla and content with added value for your readers and fans.

Less frequent posting with content that adds value is the only strategy. It saves work, time, and most importantly, gets our fans or readers back to our football blog.

2. NFL teams: These days it is back to the old habit of broadcasting

Before we had blogs and social media, a few were able to broadcast their message to a large audience. Then with Web 2.0 it supposedly turned to many broadcasting to many. And while Web 2.0 does not automatically mean that you reach many, today’s fans expect that you engage with them. Most NFL blogs from teams have become Web 1.0 broadcasters. Plus, engagement is very low or dialogue with fans is non-existent.

“Dialogue is not monologue: If nobody responds and comments, how do you know anybody cares about your content? If they do, respond politely, and ADD value.”
Quoted from WEF Davos 2015 100 top bloggers. And yes, getting comments is not easy (don’t I know it)!

3. Crossmedia strategy is fine, but dialogue with FANS must happen on your website

Private bloggers (yes you can call them Influence Bloggers) discovered a while back that the blog is my airport hub (e.g., Denver, Dallas/Fort Worth, Atlanta) or central station (e.g., Amsterdam Centraal). It starts there and should end there.

However, social plugins like Facebook or Google+, or tools like Disqus are far from ideal. First, using these plugins means the SEO (Search Engine Optimization) juice goes back to Facebook or Google+. Second, if the reader finds these comments while searching, the organic search result is likely to get them back to the platform to read the comment – such as Disqus – and not your blog or website.

Therefore, only using the blog’s commenting system ensures that we place better in organic search results (i.e. smart SEO strategy). In turn, the web user is more likely to return to our website to read the content.

We must be able to guide our Facebook fans or Twitter followers to the blog. Here they get in depth analysis and player statistics.

Final Point: For Super Bowl 50, hashtags will be even more important than they were in 2015. Examples are:

#GiveADamn (Budweiser), #MovinOnUp, #EveryDropCounts (Colgate), #CrashTheSuperBowl (Doritos), #AddPizzazz (Kia), #DefyLabels (BMW – Mini)…. (See the hashtags and view the commercials.)

Accordingly, using hashtags as part of your strategy in content marketing is a given. Think carefully and then use what relates to your campaign – not your brand. This can get us the desired social ripple on various platforms.

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Tidbit 7: With YouTube’s AdBlitz, the Google-owned company enables brands to release their Super Bowl ads before the game. It reports that marketers posting their ads in advance garner double the views and over three times the social shares, compared to the rest. Budweiser’s “Lost Dog” spot in 2015 got 18 million views before the Super Bowl even began.

What is your take?

– What is your favourite American football blog?
– Which blog do you feel fosters dialogue between readers and blogger(s) on the subject of football?
– How often do you visit your favourite team’s website, and what kind of content do you then look for?

More about DrKPI BlogRank – the Hit Parade

Declaration of Conflicting Interests
The author declares that he has no conflict of interest with respect to his authorship of this article.
He has no business relationship with or sponsorship from any organisation mentioned herein.

The best corporate blogger meet at the World Economic Forum Davos 2016

Update 2015-01-24: This blog entry has been cross-posted on SmartDataCollective – The World’s Best Thinkers on Data.

Just about a week ago we discussed how well WEF Davos manages to engage and dialogue with its audience on social media, such as its blog (WEF Davos 2016: Talk is cheap). Incidentally, we have had a bunch of posts about WEF Davos that you should check out.

We are just a few days away from this year’s event, so it’s time to do an encore of WEF Davos 2015: Top 100 CEO bloggers.

1. Jonas Prising – CEO, ManpowerGroup

Most CEOs write plenty, but rarely do they communicate on the web. One example is Jonas Prising, Chairman and CEO of the ManpowerGroup.

[su_custom_gallery source=”media: 3046″ limit=”7″ link=”image” target=”blank” width=”792px” height=”473px” Title=”Jonas Prising is an influencer according to LinkedIn – guess what metrics they use?” alt=”Jonas Prising is an influencer according to LinkedIn – guess what metrics they use?”]

He prepared a text that got vetted by his PR folks and posted it on WEF. Then he ‘re-blogged’ it on Huffington Post and finally about six months later, he or one of his assistants re-blogged it on LinkedIn. Wow, that got him to be an influencer on LinkedIn? That’s what I call effective!

Naturally, nobody can accuse him of not making great use of his content. Using the same content four times over is a clever strategy to get more people to consume it.

I would never advise a CEO to post the same stuff several times. Does he not have more to say? Is he that boring? Of course not, right? So why would you want to give that impression?

1. 2015-01-19 – WEF Davos Forum – Jonas Prising – Chairman & CEO ManpowerGroup: There is no school for CEOs
2. 2015-01-20 – Huffington Post – Jonas Prising – There is no school for CEOs – he has not posted there since then.
3. 2015-06-03 – LinkedIn by Jonas Prising – There is no school for CEOs on his profile.

With a Google search you can also find a PDF of this post for download on the Manpower website and more.

2. Krista Donaldson – CEO, D-REV USA

Krista took the time to attend the World Economic Forum (WEF) Davos 2015. For that reason, the World Economic Forum made a video about her. In it she outlines succinctly what it takes to bring affordable medical devices to people living on less than US$4 a day.

[su_custom_gallery source=”media: 3049″ limit=”7″ link=”image” target=”blank” width=”792px” height=”473px” Title=”Yes, everybody has a voice and WEF Davos is a great platform, BUT does anybody want to listen?” alt=”Yes, everybody has a voice and WEF Davos is a great platform, BUT does anybody want to listen?”]

As quoted above, Sheryl Sandberg stated that everybody has the opportunity to be listened to. Krista Donaldson took this opportunity when the World Economic Forum named her a technology pioneer. Unfortunately, her video netted slightly less than 200 views over twelve months. Considering the 50,000 followers WEF has for its YouTube channel, this is a tiny 0.4 percent – but it rocks! Check it out – VERY informative.

Krista also blogs on not-for-profit D-REV’s website. She posts three to five times a year, but her company’s blog unfortunately does not allow dialogue. That is, readers cannot leave comments; a lost opportunity to share her story better.

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If Krista just allows her readers to comment, the blog’s impact will increase dramatically – see numbers here.

3. Peter Brabeck-Letmathe’s Water Challenge blog

Peter Brabeck-Letmathe (Chairman of Nestlé SA) has been blogging for a while. He ranked highly on our DrKPI BlogRank for WEF 2015. He continues to focus on water and food issues, including writing about the latest RISK report from the World Economic Forum.

[su_custom_gallery source=”media: 3051″ limit=”7″ link=”image” target=”blank” width=”792px” height=”473px” Title=”Peter Brabeck-Letmathe, Chairman of Nestlé SA: Blogging about Water and things that go way beyond Nestlé” alt=”Peter Brabeck-Letmathe, Chairman of Nestlé SA: Blogging about Water and things that go way beyond Nestlé”]

He allows for comments which other CEOs do as well. BUT what makes his blog different is that when people leave comments, he provides thoughtful answers. Every. Single. Time. Not just once in a blue moon. Hats off!

Here we have a big corporate hot shot that is amazingly personable and honest… I first discovered this during the 2012 WEF when he gave a great talk about water issues. The second time I listened to him giving his input on a panel. His answers provided facts and figures, not just opinions.

[su_custom_gallery source=”media: 3073″ limit=”7″ link=”image” target=”blank” width=”780px” height=”287px” Title=”Maybe it would be a good move to host the blog on its own domain away from Nestlé, and also make it easier for readers to share content.” alt=”Maybe it would be a good move to host the blog on its own domain away from Nestlé, and also make it easier for readers to share content.”]

However, while the above numbers make it clear that people comment on the Water Challenge blog, those comments are not shared on social networks. This may be due to two factors:

1. The blog is hosted on Nestlé’s domain, and
2. Social network users (e.g., Facebook, Twitter and WhatsApp) may not read this blog.

A deeper analysis (see numbers in part here) shows that it is a combination of these effects… If I had five minutes to talk with Peter I would tell him three minor things to change on his blog. In turn, more people will get his message and spread the word about why the water challenge matters to all of us!

4. Erna Solberg’s personal blog

During WEF 2015 the following quote was attributed to Erna Solberg, Prime Minister of Norway:

“A critical issue for women is the possibility to be a mother and the ability to participate fully in the workforce.”

I think this lady does her country proud. Her blog is authentic. It addresses her life as a politician, her concerns, and provides glimpses of her private life (e.g., photos from her kitchen). Of course, the blog is written in Norwegian. Its content marketing is such that she wants to reach her Norwegian constituents regardless of what political color they might be. Smart move. Her blog is not about self-branding, but reaching out.

[su_custom_gallery source=”media: 3076″ limit=”7″ link=”image” target=”blank” width=”799px” height=”231px” Title=”Erna Solberg is authentic, personable and funny on her blog. Too bad she does not answer any comments left by her voters.” alt=”Erna Solberg is authentic, personable and funny on her blog. Too bad she does not answer any comments left by her voters.”]

This blog is an example of how a CEO or politician’s blog should look; authentic and interesting. It is nicely structured, and the text comes with visuals and great headlines.

[su_custom_gallery source=”media: 3072″ limit=”7″ link=”image” target=”blank” width=”680px” height=”660px” Title=”Erna Solberg – just join the conversation on your blog and its content will be spread far and wide” alt=”Erna Solberg – just join the conversation on your blog and its content will be spread far and wide”]

As the above data illustrate, the only thing that might make it even better is if Ms Solberg would sometimes answer a thoughtful reader comment with a thoughtful reply. That would put her blog over the top…

Incidentally, she is in good company. Most top 100 CEO bloggers usually fail to have a conversation (i.e. most do not get reader comments and none of the top 10 answer their readers).

By the way, it is probably a cultural thing, but there is no domain in her name, just ErnaSolberg.WordPress.com will suffice.

Ranking CEO (top management) bloggers for WEF Davos

CLICK on IMAGE - DrKPI - Top 100 CEO bloggers.We publish our DrKPI BlogRank: Top 100 CEO Bloggers every year (find more on the website).

These numbers can be at your fingertips; just bookmark this entry, WEF Davos 2016 Top 100 CEO bloggers, and you are all set.

[su_box title=”5 Links about the WEF Davos 2016 Top 100 Bloggers you want to bookmark” box_color=”#86bac5″ title_color=”#ffffff” radius=”5″ width=”px 700″ ]

Even better, sign up for the newsletter to get our next one AND those about NFL Super Bowl, NGOs, Soccer, Fashion, Luxury Brands… Here are the links you need:

1. Overall list – WEF Davos 2016 Top 100 CEO bloggers – Christine Lagard – IMF
2. Details Mezzo Level – WEF Davos 2016 Best 100 CEO Bloggers – Richard Edelman – Edelman Trust Barometer
3. Details – Content Strategy – WEF Davos 2016 – Dr Francis Collins, NIH Director
4. Details – Brand Image and Impact – WEF Davos 2016 Best 100 CEO Bloggers – Maler Heyse
5. Details – Conversation and Social Sharing – WEF Davos 2016 Best 100 CEO Bloggers – Ron Tolido – Capgemini
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By the way, many lumenaries attending WEF this year blog too rarely to be included (e.g., Sharan Burrow, General Secretary of the International Trade Union Confederation).

Bottom line – it is about listening intently!

“Social media has created a historical shift from the historically powerful to the historically powerless. Now everyone has a voice.”

– Sheryl Sandberg, Chief Operating Officer and Member of the Board, Facebook, US, at the 2015 World Economic Forum in Davos

While the idea of Sandberg’s quote is very nice, and an excellent aspirational goal, her statement seems terribly naive – particularly coming from such an intelligent and savvy person.

Having a voice is important. However, few may listen to or even care about what you post, share, tweet, and shout. We may have been historically powerless, but many of us remain so – in addition to being vulnerable (e.g., Syrian crisis).

– Urs E. Gattiker, CEO, DrKPI CyTRAP Labs, Switzerland, not at the 2015 World Economic Foum in Davos

If you are a manager, taking time to be social is hard. It seems easier to tweet or post on Facebook. But if you care about the long tail and organic search results, you want to blog regularly.

Here are my three tips to will help you.

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1. Keep at it or get out
Tesla Motors’ Elon Musk posted in July 2015. Since then, staff have posted on the blog. The result is that resonance has dropped like a stone.
You have to either post regularly – every 30 to 45 days – or face the consequences!

2. It is not about self-branding
Top bloggers Mark Cuban and Richard Branson show that one must keep readers engaged.
Honesty and talking straight while taking a position matters to your readers.

3. Engage and listen
“Dialogue is not monologue: If nobody responds and comments, how do you know anybody cares about your content? If they do, respond politely, and ADD value.”
As stated in WEF Davos 2015 100 top bloggers. And yes, getting comments is not easy (don’t I know it)!

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Keep at it! Many have not figured out yet that blogging helps communicate directly with your audience. Being social can make you more approachable. For example, WEF Davos 2016 participants Mary Barra, CEO of General Motors, and Satya Nadella, CEO of Microsoft could try tweeting more.

Tidjane Thiam, CEO of Credit Suisse, and Hiroaki Nakanishi, chairman and CEO of Hitachi, communicate through the usual PR teams and news channels. No time to be social.

What is your take?

– who is your favorite top manager or CEO blogger?
– do you feel WEF Davos gets enough resonance from Internet users?
– do you know what the WEF Davos 2016 buzzline “Fourth Industrial Revolution” means?
– what would you recommend to a novice CEO blogger (ropes to skip)?

I find that the efforts people make to market themselves are, thanks to social media, becoming increasingly noisy. Some advise that we should be selectively famous… i.e. make sure the right people follow you on Twitter or read your blog.

The World Economic Forum provides CEOs a great podium to push their brand and pet projects. Instead they should be more serious thinkers and experts, who try to engage and listen to their audience.

More about DrKPI BlogRank – the Hit Parade

Declaration of Conflicting Interests
The author declares that he has no conflict of interest with respect to his authorship of this article.
He has no business relationship with or sponsorship from any organisation mentioned herein.

Update: 2017-04 – Best Law Blogs: USA and Canada – big surprise…

Who are the 'legal eagles' of law blogging?
Who dominates the law blog scene?
What are the 100 most influential legal blogs?

Check out the DrKPI benchmark about recruiting and NFL football, plus the top 100 fashion blogs.

The world of lawyers loves a ranking; top lawyer listings are a staple of the industry. Unfortunately, as the ranking published by the Business Insider points out, the methods used are questionable at best:

This ranking is subjective. Business Insider ranked the blogs based on which blogs we read the most frequently to stay on top of the day’s legal news.

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This also applies to the FT Asia-Pacific Innovative Lawyers 2015 ranking. For instance, how inter-rater reliability was assured remains a mystery, as illustrated by the image below.

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Methodology matters because…

That these rankings matter is obvious. One just needs to read how often bloggers – i.e. lawyers – mention them when they place at or close to the top.

But rankings are based on ratings. How we rate a blog and its content matters. Unfortunately, it is being done very sloppily. This then results in criticism, such as:

“That’s just one of the never-ending legion of phony awards offered lawyers to put on their walls for clients foolish enough to believe that it makes one a better lawyer…” Scott H. Greenfield – Simple Justice

The American Bar Association has published a top law blog ranking with its ABA Journal, but it is at best a subjective popularity contest, becaus it is based on:

1. a pre-selection of blogs by the editorial team (i.e. subjective), which is then
2. voted on by readers (i.e. popularity).

In this case, the assumption is that editors will know whom to pre-select and, most importantly, the crowd knows best. But what criteria are used?

[su_custom_gallery source=”media: 2142″ limit=”7″ link=”image” target=”blank” width=”521px” height=”305px”]

The above is based on data from a source that ignores mobile traffic. However, according to Google, this is not a wise strategy.

Avvo uses a similar approach. It is also based on visitor traffic that excludes any mobile users or those using business PCs to surf.

[su_custom_gallery source=”media: 2143″ limit=”7″ link=”image” target=”blank” width=”474px” height=”265px”]

Others develop a research methodology that is apparently unique. Reuters got a patent for a selection process for determining the top lawyers = US Pat. No. 8412564. It basically protects a methodology that anybody can follow using pen and paper (see Bob Ambrogi for a critique).

It follows that any researcher should get a patent for their research methodology. Makes no sense, does it?

♥ Curious? Join 1500 other subscribers to this blog’s newsletter and read on!

But if a tool is not to be trusted, why should I use it to rank 30 blogs? Moreover, does such an inaccurate tool warrant calling one’s results a benchmark? Does this criterion for ranking blogs even warrant the label ‘benchmark’? The Am Law report thinks so (PDF file, 760 KB download).

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Nothing to hide

[su_custom_gallery source=”media: 2119″ limit=”7″ link=”image” target=”blank” width=”144px” height=”141px” Title=”DrKPI Benchmark 100 BEST law blogs”]
We have nothing to hide and we trust in the quality of our benchmark. Thus we give free access to the historical data and detailed methodologies of our users. We do this for our clients and our competitors.

Like more than 12,000 current users, you can register for free without restrictions for the DrKPI Blog Benchmark. It will help you double reader comments in a few months, while increasing social shares by 50 percent – CHECK US OUT NOW!

Here is a list of these lawyer blogs. Is yours missing? Add a comment below and we will ensure it gets included within 48 hours.
[su_custom_gallery source=”media: 2184″ limit=”7″ link=”image” target=”blank” width=”525px” height=”673px”]

Get the list:
♥ US top 10 Lawyer Voices on the Web
♥ Europe top 10 Lawyer Voices on the Web
♥ D-A-CH region top 10 Lawyer Voices on the Web
♥ UK top 10 Lawyer Voices on the Web

♥ View FULL LIST of the top 100 lawyer blogs

Takeaways

Ranking blogs and putting together benchmarks for clients has taught us a few things. Primarily, how one can improve a corporate blog.

When you want to improve your law firm’s blog, please consider these three tips.

1. Conversation and dialog is key

Blogs give your readers, such as clients, the chance to join the conversation. They can take the time and leave a thoughtful comment.

Hence, having many blogs for your practice (e.g., DLA Piper) is great, but disabling the reader comment function is unfortunate. It is neither Web 2.0 nor would it suggest you want to hear what your potential clients have to say about things.

Honestly, is this the message DLA Piper wants to give its clients?

2. Make it easy for your target audience

So you have decided to have 10, 20 or even 30 blogs for your various fields of expertise. Congratulations! And yes, please strut your stuff by writing great content for these blogs.

Nevertheless, Baker & McKenzie needs to give me an easy way to find these blogs. How about a page listing all blogs? Otherwise I have to hunt on my mobile to find the blog that interests me – talk about a needless battery drain!

Do you value your clients’ time so much that you let them waste it on finding your valuable content?

3. Long tail matters

So your blogger team left and went to another firm.

Yes, closing a blog down is unfortunate. Worst is if you fail to communicate why you shut a blog down. Showing a reader an empty page  (e.g., “This blog has been taken offline…”) is not the right way to do it.

If you had to do it, please follow the example of Norton Rose Fulbright LLP. The firm prepared a final page informing readers of its closing down the Social Media Law Bulletin.

Seriously, why take your blog offline? Did the experts at Norton Rose Fulbright LLP no longer have anything interesting to say? Impossible, right?

What is your favourite blog?

Please let us know in a comment below and provide the blog’s URL. We will gladly add it to our database.
– Which lawyer blog is your favourite?
– Which blog do you read regularly and why?

By the way, if you leave a comment with a link to your lawyer blog, you’ll get your personalised DrKPI benchmark report free via email!

Have a question? Ask it below and I will answer it personally, guaranteed. I love feedback.

Declaration of conflicting interests: The author declares that he has no conflicts of interest with respect to his authorship or the publication of this DrKPI Benchmark article.

Who are "the in crowd" in fashion blogging?
Who are the people who decide what is cool in apparel?
Who are the most influential style bloggers?

Check out rankings about recruiting, law and football, plus the top 100 German fashion blogs.

Vanessa Friedman (Financial Times) points out that what is “cool” in fashion depends on many factors. Another interesting point she made to readers was:

“The fashion world loves a ranking – the best-dressed list is a staple of the industry – so I guess it was only a matter of time before someone turned the tables and ranked fashion.”

The difficulty with many rankings is that nobody understands clearly how people may have arrived at them. For instance, how were the blogs rated and then ranked by online fashion retailer Net-A-Porter?

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Blogger “hanneli” is very nice and tells us that Net-A-Porter used a panel of experts to rank a set of blogs as outlined here:

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Of course, the group of blogs that were evaluated may not be representative. Nor may the subjective evaluations of this panel give us a reliable ranking of the influencers.

It is no longer easy to determine what was, is, and will be popular in style and fashion.

As Adam Sternbergh (New York Times) pointed out, we are each sheltered in our own cultural cocoon. In turn, this makes it difficult to identify the driving forces of popular culture.

Rankings matter

That these rankings matter is obvious. One just needs to read how often bloggers mention them if they have placed close to the top.

“FriChic was recognized by Vogue Paris as the most popular Bulgarian blog in the article “Around The World in 45 Blogs” and continues to have an unique voice…” About Fritchic

Vogue magazine published a ranking ages ago: Vogue France April 9, 2010 – Le tour du monde en 45 blogs (Around The World in 45 Blogs). Interestingly, many of those 45 ranked blogs no longer exist. They have gone silent or are inactive as of May 2015.

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You may be part of the what the Business Insider termed “25 people who determine what’s cool in America“. If not, don’t worry, the list changes at least annually – so you might be on it next year. Dov Charney is no longer on it either. His stardust has vanished as the American Apparel brand’s coolness has evaporated.

♥ Curious? Join 1500 other subscribers to this blog’s newsletter and read on!

Top 100 fashion and style blogs

[su_custom_gallery source=”media: 1941″ limit=”7″ link=”image” target=”blank” width=”144px” height=”141px” Title=”we go”]Here is a list of these blogs.
[su_custom_gallery source=”media: 1915″ limit=”7″ link=”image” target=”blank” width=”500px” height=”500px”]

Get the list: ♥ Top 20 Fashion Voices on the Web
Join the 3,000+ organizations using the DrKPI Blog Benchmark to double reader comments in a few months while increasing social shares by 50 percent – CHECK US OUT NOW!

Get more detailed data below:

[su_custom_gallery source=”media: 1916″ limit=”7″ link=”image” target=”blank” width=”520px” height=”500px” ]

♥ View FULL LIST of the top 100 fashion blogs

Three take-aways

There have been many ironic comments about the business of fashion ranking. In fact, most rankings are useless. They are based on some variation of selecting a few, asking the crowd to rank these and so forth. In contrast, we analyse these blogs systematically. Published ratings are used to arrive at the rankings.

Because we have nothing to hide and we trust in the quality of our indices, we give free access to our data. We describe the composition of these rankings. We also provide detailed methodologies of our indices – not only to bloggers but also our competitors.

Like more than 12,000 current users, you can register for free without restriction on our website: http://DrKPI.com.
Access data about more than 10,000 blogs.

The question boils down to whether one should rank blogs using such vague criteria as:

– Number of Twitter or Facebook followers (what about fakes)?
– Giving bloggers props that use their ‘influence’ to create products?
– Asking ‘insiders’ about whom advertisers are loving right now?

We knew there had to be a better way. We wanted to focus on quality of content and the blogs themselves. So we didn’t drop any blogs based on some vague criteria such as using Google News Searches like Fashionista does. But blogging well is a craft. It depends on three factors:

1. Using images smartly

You either take the picture yourself, as does The Sartorialist, or you have a partner that takes wonderful images of you strutting your stuff.

– It takes effort to put the outfits together or find the gadgets or apartments you like to show.
– Pictures are generally not perfect and also require some editing.

But sharing snapshots is no longer good enough for some fashion lovers.

In fact, The Sartorialist has been dropping in the rankings a few nudges over the last quarter. Put simply, getting a post with one or two pictures about another person and labelling it “street style” is fun. However, after a while it gets boring. Moreover, the added value is questionable.

Photo-heavy posts featuring clothes and model poses is fine. But Swiss model and blogger Kristina Bazan (Kayture) uses images that are not compressed properly for online viewing, leading to sluggish load-times.

81.5% of our test group left the site before the images for one blog entry had fully loaded. Not useful for building influence and reaching out to your fans, is it?

2. Offering added value to your target audience

So you have taken the pictures. What now? Showing off the latest trends or styles with nice pictures is a great start. Thereafter, however, it requires some text where you explain your take.

– Why are you showing us this outfit? What makes it cool?
– What makes these shoes interesting? Is it the high heels that make you look taller and slimmer?

Whatever it is, your readers would like to know. Your take as a style blogger is what they want to hear about.

This requires a content strategy. The top 100 style bloggers in the DrKPI Benchmark definitely have one.

3. Excelling in engagement

The toughest hurdle is to get some resonance from readers. Studying and analysing these blogs has taught me two essentials that should always be top of mind:

– Do your readers find your content interesting? If yes, VERY FEW of these are likely to take the time to write a response.
– Do you as an author actively support this dialogue?
Providing thoughtful and insightful answers to the comments left by your readers is the best way forward.

Some bloggers seem to ignore the few comments they get. In other blogs, comments add little value to what has already been said.

Nevertheless, there is a small elite group that takes comments seriously. They go a long way to engage and reply to their readers. Their reply comments provide additional insights to the matter being discussed.

What is your favourite?

Please let us know in a comment below and provide the blog’s URL. We will gladly add it to our database.
How many style blogs do you read each week?
Have you ever purchased a product that was reviewed in a style blog?

By the way, if you leave a comment with a link to your style blog, you’ll get your personalised report free via e-mail!

And just because somebody says this is the best blog, you do not have to believe it. Check it out: Susanna Lau – #40 in the UK – influential maybe, but a trendsetter?

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Also check out:

The Best Street Style Blogs: 25 Inspiring Sites to Bookmark Now
Introducing The #BoF500
The 2014 #BoF500 ranking