Forrester analyst, and blogger, Charlene Li announced Forrester's latest look at so-called "corporate blogging" (see post here). I haven't read the full report, but Charlene's post, and the Excel model she linked to (here), provide significant detail on the model. The full report is available to Forrester clients free of charge or to anyone else for $379 here (see also, Charlene's powerpoint presentation that accompanied her December webcast on the ROI of blogging here).

I'm sure there will be plenty of debate about the assumptions that went into the model, but here's the bottom line for one of the highest profile corporate blogs, General Motors Fastlane (see screenshot below; Forrester case study on Fastlane available for $279 here).

Blog benefits (2006): $410,000
  - PR value (articles) $215,000
  - Product feedback value (virtual focus group) $180,000
  - Word of mouth/awareness value $15,000

Blog costs (2006): $255,000
  - Producing content (mostly exec time) $155,000
  - Brand monitoring service $50,000
  - Blogging platform $25,000
  - Review & direction $21,000
  - IT support $3,000

Net value to GM (2006): $155,000
ROI: 69%

Much of the blog's value stems from the product feedback gathered and press articles written about the blog or what was mentioned in the blog's posts and/or comments. The estimated value of the word-of-mouth generated is minimal, just $15,000. 

For 2004, it’s time to think like a cable TV exec; provide a basic level of service, then upcharge power users for the good stuff, both on a subscription and pay-per-view basis. Leading the pack is Online Resources with its upcoming Money HQ option built on funds transfer and aggregation technology from CashEdge .

Until recently, segmenting your online banking base wasn’t worth the trouble; the total audience was too small. But with two-thirds of the country online, and half of those banking online, the target market is now huge and lucrative. Financial providers of all shapes and sizes will enter the premium service market. And thanks to aggregation technology, you are vulnerable to banks all over the country, not just those in your home territory. Users can maintain a checking account at your bank to enjoy the convenience of free ATMs, branch services, and local staff, while steering their investable assets and loan business to other providers.

This competition isn’t a new threat. In fact, it’s been a worry ever since the commercial Internet took root in 1996. But until recently, users didn’t trust the medium enough to move crucial banking business to unknown Internet-oriented companies. But now that well-known Internet brands have survived the shakeout, long-term trust is growing, making online competition more formidable. Proof: despite a shrinking interest rate advantage, ING Direct continues to grow its U.S. account base at a rapid rate, surpassing 1 million accounts in second quarter, up from 700,000 a year ago. It’s proof that an understandable product value combined with good marketing can create a powerful new financial brand.