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.

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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.
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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.
[/su_box]

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.

Update 2016-02-05 – Super Bowl: The best NFL blogs for fans

CLICK on IMAGE - 83% of readers SHARE this on WhatsAPP NOWSummary: Which NFL team is the 2015 Super Bowl Champion in blogging?
Who has more influence, reader engagement and social shares?
Team-written blogs or fan blogs?

Find out how well your favourite blog ranks and what you missed, right here!

Also of interest

DrKPI Benchmark: Top 100 Lifestyle Blogs in Deutschland (in German)
DrKPI Benchmark: Top 100 CEO bloggers at WEF Davos 2015

NFL and Blogging

NFL and Blogging

1. The best NFL blog?

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

What is your prediction for Super Bowl 2015? What are the odds for this championship game?

Super Bowl 49 will be played out on SUnday, February 1, 2015 by the New England Patriots and the Seattle Seahawks.

Instead of discussing the odds, predictions and more about the upcoming championship game, I thought we would share the winners and losers of the NFL Blogosphere.

Top 10 rankings January 2014

We did a ranking in 2014 and the winners were:

1. The Buffalo Bills, who already did very well in the 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 XLVIII appeared in the top 10.

Top football blogs for 2014: DrKPI Benchmarks the NFL

Top 10 rankings January 2015

The Champions League football final in Europe is the most-watched annual television event in the world. Trailing just behind it is American football’s Super Bowl.

A look at the cost of 30 seconds of ad time during the event shows that the Super Bowl defninitely tops the Champions League final (click image for more).

cost-of-30-seconds-of-ad-time-during-the-superbowl

Who are the biggest ad spenders?
How much money are you spending for your 30-second TV ad during the Super Bowl?

But since 2013, many NFL teams have closed their blogs. For instance, the New England Patriots have fans blogging on their site, but they have no team blog per se. The same applies to the Baltimore Ravens.

If you want to visit the Chicago Bears‘ blog,  you are out of luck; the image below shows the blog has been taken offline.

NFL-Blog-Chicago-Bears-com-closed

The Chicago Bears’ Blog is closed

Also of interest are the Pittsburgh Steelers. The NFL website links to http://news.steelers.com/news/, but once you arrive there, you get redirected to the Steelers’ webshop. Not that amusing if a fan is looking for the team blog (see below).

NFL-Pittsburgh-Steeler-Blog-re-routes-to-Web-Shop

I would like to see the blog, not shop!

Other teams just stopped blogging, such as the Atlanta Falcons (no new blog entry since 2013).

From broadcasting to engagement

Everybody wants engagement, but in some cases blogs don’t get it. In other words, not all of the ranked blogs get their readers to write a comment or two, so there’s hardly a conversation worth talking about on any NFL blog.

Most importantly, last year’s number 1, the Buffallo Bills, dropped to 13 for 2015. Plus, the Green Bay Packers have moved up from number 7 to 3 this year.
NFL-Top-10-Blogs

Top 10 NFL Blogs – early January 2015

Of course, even with a website instead of a blog, we need to watch the total-time-reading or TTR of those visitors. That will be a problem at the moment since all visitors currently get a popup ad encouraging them to buy when visiting each team’s website.

Sehawks-annoying-pop-up-ad

Even if one clicks on the ad and not the X in the upper right corner, one ends up at the page shown below. This looks the same for all teams.

Patriots-annoying-pop-up-ad

Click out of all these things and you get a big surprise. For starters, instead of getting to the Patriots’ blog, you have to navigate a nearly-impossible maze. Usability was not the NFL’s foremost concern when these things were moved from WordPress to the current system.

Besides usability concerns, the blog entries are not written by anybody from the organisation. These are community members who post, or columns from the NFL’s main site and elsewhere. Accordingly, if there were a conversation on the Patriots blog, it would be from fans to fans not team to fans and vice versa.

These authors are not part of our team - so they do not have the inside scoop!

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Tips for the 2015-2016 Season Super Bowl Teams

In case your NFL team is considering starting a blog in the not-so-distant future, they should keep these three things in mind:

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1. The NFL needs to learn what a conversation is. Claiming 50 or 70 million people ‘joined the conversation’ during the Super Bowl game is one thing. Having a conversation is something else.

2. Dialogue is not monologue. Accordingly, if only a few share your team’s content on Facebook or Twitter, how do you know that anybody cares about it? Total-time-reading is what matters. Unfortunately, it looks like most viewers just glance around and leave the site without reading at all. Is that being attentative?

3. Forget the community blogs on NFL teams’ websites. Have a REAL team blog on your website. Also, drop the current blogging mock-up software and replace it with the real stuff – WordPress – as used before. Nobody can figure out why most teams dropped it. Fans are eager to hear from players directly. As an NFL team, it’s about time that you join the conversation and start being authentic.

Do you agree with these points? Write a comment below to have your say, and please join the conversation!

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SuperBowl

<a title=”CLICK on IMAGE – DrKPI – 100 top NFL blogs” href=”http://blog.drkpi.com/?p=994″ target=”_blank”><img style=”float: center; padding: 5px; margin: 0px; border: 2px initial;” src=”https://drkpi.com/wp-content/uploads/2015/01/top-100-american-football-blogs.png  ” alt=”CLICK on IMAGE – DrKPI – 100 top NFL blogs.” border=” ” /></a>

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Please: I am asking for your help

1. Who is your favourite American football blogger? Let us know in the comments below!
2. Do you read an NFL blog that stimulates great engagement?

Thanks so much for being willing to share your insights!

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

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

Top-100-American-Football-Blogs-ranking

Have we joined the conversation?

Interesting is that American fans are less likely to join a conversation on a blog with content about American Football than their German counterparts (see image below). The same applies, albeit to a lesser degree, to Canadian fans. They are more willing to discuss issues on a blog about football than US fans.

German-AND-CDN-blogs-have-more-conversation-than-US-ones-about-American-Football

German fans are more likely to join the conversation on a blog about American Football than their US counterparts.

Are we sharing this blog content?

What about social sharing? Remember, giving something a Like or re-posting it on Facebook – it only takes a few seconds. As our data reveal, Brazilian fans are currently most likely to share content about American Football from blogs on social networks. Spanish fans follow.

While this suggests that the audience goes beyond North America, for all practical purposes, sharing in other markets is non-existent as far as blog content is concerned.

Please comment, how do you see this matter of sharing?

Brazilian-AND-Spanish-fans-share-more-content-from-American-football-blogs-than-US-fans

Who shares American Football content the most on social networks like Facebook, Twitter, Google+, etc.?