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NWHog Stats

Good morning.  This little hobby of a motorcycle blog logged its 1 millionth viewer today. Woo hoo!

Unfortunately there will be no falling balloons, bells and whistles or motorcycle give away as it’s a low budget operation.

There once was a time where I thought a million was a massive amount of views.  At one point I had “Content-Creation Madness”… thinking that all I had to do was post new content every day and then sit back and watch the hordes of new readers and the corporate decision makers find me.  I watched and waited for my clout score to skyrocket.

It didn’t.

And in today’s social media over hyped up marketing world with the aggregators, intermediaries and pyramid viral tricks,  I’m now thinking that I should be asking why is it only a million?!  If you were to benchmark entertainment or compare this blog to other viral legends like Susan Boyle, Lady Gaga, Old Spice Guy and Rebecca Black it’s really nothing but a dismal failure.

Number of Days To 100 Million Views

For example, let’s look at the number of days it took each of them to reach 100 million views:  Susan Boyle did it in nine. Lady Gaga’s Bad Romance, which currently has over 900 million views, took 18 days. Rebecca Black’s Friday, currently at 430+ million views, took 45 days. Even Justin Bieber’s Baby, which has topped 1.1 billion views, took 56 days, one day faster than Miley Cyrus’ Party in the U.S.  Even Modern Warfare 2, one of the biggest entertainment gaming launches ever, hit 100 million views after 77 days.  I won’t go through all of them, but you can see how long it took some of the biggest viral names ever to reach 100 million views in the chart above.

This blog is about one-tenth that amount.  Yeah, I know it’s not an A-to-A comparison, but a million views is hardly a blip on the score board these days when you contrast it with entertainment.

In the beginning, the plethora of content distribution “paths” once exited me.  I developed a Twitter feed.  I started a Facebook feed then stopped it due to privacy concerns.  Early on I caught the eye of some savvy social media folks at Harley-Davidson who were convinced that product reviews (HERE) were the wave of the blog future.  It wasn’t.  I developed an iPhone app for mobile users.  There was even a shout out from the reality series man himself… Kurt Sutter (FX – Sons of Anarchy) HERE.  Then there was the Daily Newspaper (HERE).  Most of these were all attempts to help scale out the blog or content reach.

NWHog Geo Stats

Now, I realize that much of the blog content is landing in the “cloud dumpster” and I no longer think “view statistics” are a good gauge of a blog.  This blog has never been about attracting leads and transforming them into customers.  Customers of what?  I don’t sell anything so creating content for each stage of the buying process (awareness, consideration, and decision) is silly.  The characteristics that make for a great blog are typically never tracked.

Characteristics like:

Clarity – Is the blog/author clear about details such as the time period and subject.  Who or what does it apply to and are there updates to the information as new data unfolds over the days/weeks ahead.  Content should appear or link to many forms, ranging from videos, infographics and/or links to legal or report summaries.

Credibility – Is the information the author posted derived from sound research and is the methodology related to the facts.  Is the article sharing an opinion or is just biased?  Is the blog nothing but a repost-er of previously reported news articles or does it provide commentary and analysis of the potential impact to the motorcycle community?

Attribution – Is there clear attribution to the original source and an accurate/valid link to that source provided when possible.  Does the author/article provide links to the study or legal filing/report or just refer to it as “information found on the web.”

Though I generally don’t hold to a “hits mean much” worldview, I’m intrigued by the search results that send readers to the site and that readers are coming to this blog from all continents including places that I wouldn’t have thought — for example: Afghanistan, Iraq, Nigeria and Guam.

The point of this post today is to say that I appreciate all the readers who’ve joined in the discussion on this blog.  More importantly I’ve realized that some readers had better ideas than I or had important insights that I wanted to share.  The blog has evolved a bit from my original intention and is far better.

I learn every day and for that I thank you.

Photo courtesy of Visible Measures and WordPress.

All Rights Reserved © Northwest Harley Blog

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Maybe it’s the weather.  It can be positively gloomy in November in the Northwest.  Overcast, cold, shorter days mixed with long periods of wet.  Unlike So.Cal where this time of year the Santa Ana winds seem to blow warm and people remain in t-shirts and riding on dry pavement.

Even the light is different, as the air takes on that winter snap.

The contradiction got me to thinking about motorcycle bloggers and social media.  Yeah, I’ve been fairly skinny on the number of posts lately as the work gig is never ending, but that doesn’t mean I don’t think about how to improve.

I’m talking about ReTweets. Likes. +1s.  If the terms are unfamiliar then stop reading.

Bloggers talk about these things as the currency of meaningful social engagement.  Seriously?  Many insist that the holy grail of social marketing is to create meaningful relationships with readers.  So, why is it we reduce these relationships to the most meaningless metrics?

I have an opinion that when someone clicks a “Like” button it’s similar to a “Hand-Wave” as two motorcyclists pass on the road.  These are folks who give a nod and say, “Sure, communicate with me.” But, from that interaction we never conclude they are advocates or do we assume they have blog affinity. Essentially they were a drive-by, somewhat interested party.   Using a dating metaphor,  a Like or a ReTweet is simply someone saying, “What’s your sign?”  It’s not a relationship.  Bloggers seem to forget that the real relationship and engagement happens after the “Like.” It’s the dance of finding out stuff about each other. It’s the “conversations” which is akin to an unforgettable riding journey together.  It’s knowing the other party cares about who you are and what you feel. There’s a feeling of trust. The “Like” is just a glimpse into the experience and who knows if they will linger.

If your blog strategy is like a teenager who measures popularity by the number of Facebook friends or to “get Likes,” without thinking about your audience or what to do with those Likes after you get them, I would suggest you are what researchers – using that dating metaphor – call “desperate.”   You’re essentially building up a dairy of folks who you can ping later with some form of advertising which most often is hawking someone else’s wares. And just like with dating, you’re going to get rejected more often than not. Most people have more self-respect than that. They’re looking for true “blog love.” While most motorcycle brands (corporations) just want to……well, you get the picture.

Business 101 states that you double down in a recession, that’s when you invest.  That’s the opportunity to pull ahead of your competition.  How many motorcycle bloggers doubled down over the last 4 years?  For that matter how many trade publications and/or motorcycle magazines remain in business or innovated their way out of the downturn?  A few did, but mostly what we’ve heard about are cut backs or the occasional web page that got a fresh coat of paint at most.

The number one challenge remains and that is getting people to listen to you.  And the way you stick is by being different.  It takes longer to get traction, but you last longer.  We know that the public is restless.  People are open to change and they want some new ideas.  If you’re giving them the same ‘ol, same then you’re no different from the government.  Something we tolerate, but can’t really believe in.

The bottom line is if you’re working a social media program you need to think about the entire process, not just the “Likes.” Likes are meaningless without the hard work of relationship building, and until bloggers truly understand this and embrace it, we’ll be viewed like that dating metaphor — an indiscriminate speed dater who is not very clever.

Photo courtesy of Onlyfunnyjokes.com

All Rights Reserved © Northwest Harley Blog

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