Businessweek Archives

Blogs on Ice: Signs of a Business Model?


? Europeans can cash in on language know-how--in India |

Main

| Splunk It ?

June 02, 2005

Blogs on Ice: Signs of a Business Model?

Rob Hof

Uberblogger Doc Searls once noted that blogs don't necessarily need a business model to be worthwhile. "Does your phone have a business model? How about your porch? Or your driveway?" he asked at Dave Winer's Bloggercon last November at Stanford Law School. "Do you refuse to buy furniture unless you can find a way to make money off of it?" His point: Blogs' key value may be indirect, providing satisfaction on their own terms or leading to other opportunities.

Just heard about an interesting example of the latter: Ice.com, the online jewelry merchant, now has three blogs (here, here, and here) that are driving an amazing amount of traffic and sales to its main site. "We get thousands of leads a week from our blogs," CEO Shmuel Gniwisch told me today. Clearly marketing vehicles, these blogs stretch the definition. But given that its customers on average spend about $200 an order, that's a pretty good business model.

04:54 PM

blogs

TrackBack URL for this entry:

http://blogs.businessweek.com/mt/mt-tb.cgi/

Listed below are links to weblogs that reference Blogs on Ice: Signs of a Business Model?:

? Blog Business Models from First Weblog

Rob Hof from Business Week points out that online jeweler Ice.com now has three blogs driving "an amazing amount of traffic and sales to its main site." The company's CEO told Rob they get "thousands" of leads a week from... [Read More]

Tracked on June 2, 2005 09:54 PM

? Good example of business blogging from Your Computer Minute with Peter Kay

OK, so blogging is cool and makes us all feel warm and fuzzy inside, but can you really use it for business?

Here's one REALLY good example I found on businessweekOnline, Ice.com, a jewerly manufacturer, that has created 3 different blog Web sites: ... [Read More]

Tracked on June 3, 2005 11:43 PM

? More reasons to blog from ?ic @TomorrowToday.biz

BusinessWeek's Blogspotting regularly features stories of how companies are using blogs to their advantage. In our consulting with clients, there is a massive increase in interest in using blogs. At one level, there should be a business case for thi... [Read More]

Tracked on June 5, 2005 06:25 AM

I would certainly encourage business journalists to *always* be skeptical of "investments" that don't have a very clear "business model". Sure, some of us are simply responsible for producing technology and its not our job to even know how people will make money using our tools, but you guys should be talking with the people whose job *is* to come up with business models for the deployment of technology. The blogs related to ice.com are in fact good examples of a business having a very clear concept of the *role* of a tool in their business and how it clearly *drives* customers to a place where a profitable business transaction can take place. No tool needs to have a "direct" path to profit, but there should always be a well thought-out strategy for the ways in which the tool can in fact meet organizational objectives. Maybe you should re-interview Doc Searls and see what he says today about the connection between blogs and business planning.

-- Jack Krupansky

Posted by: Jack Krupansky at June 2, 2005 08:32 PM

I agree with Jack to beware of investments in phenomena lacking clear business models. But I agree with Rob (and Searls) that a phenomena doesn't need to have a business model to be powerful. What's the business model for political activism? Lots of people dedicate much of their lives to it, without pay, because they're passionate. Others write unpublished poetry, climb mountains, run in triathelons. Look around, and most of what people do when they're not at work doesn't fit into a business model (at least not for them) But they still do it. And with blogs, what they're doing is creating a global happening. I see it growing more and more powerful

Posted by: steve baker at June 3, 2005 07:51 AM


Hollywood Goes YouTube
LIMITED-TIME OFFER SUBSCRIBE NOW

(enter your email)
(enter up to 5 email addresses, separated by commas)

Max 250 characters

 
blog comments powered by Disqus