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BSI All you need is blogs

Marketing 2.0 Conference, Barcelona 2006
Join the conversation
MARKETING 2.0 CONFERENCE
      www.marketing2conference.com
2nd International word-of-mouth Marketing Conference




            All you need is “blogs”

            Laa … La La Laa… La
Before we start, what is a blog? Web 2.0?

•    How many of you know what a blog is?
•    How many of you read blogs?
•    How many of you post blogs?
•    How many have heard of web 2.0?

    A weblog (usually shortened to blog, but occasionally spelled
     web log) is a web-based publication consisting primarily of
     periodic articles (normally in reverse chronological order)

     Web 2.0 generally refers to a second generation of services
    available on the World Wide Web that let people collaborate,
                   and share information online.
     Source: Wikipedia
“Blog of Mouth”… the definite tool?

• This presentation is on:
    Blogs
    Word of Mouth
• “Blog of mouth”
    Proud of what I thought was my definition.
    But check any search engine (such as
    www.ask,com) and the concept has already been
    used many times

Is “blog of mouth” the definite tool for word of
                   mouth?
The Blogosphere

• Searching for blogs in www.ask.com gives you
  over 49.9 million results.
• The Blogosphere is currently estimated at over 35
  million blogs…
     The total number of articles in each blog are not
     even estimated!
• Every second there is a new blog published…
• and every 5-6 months the blogosphere doubles in
  size!
Size of the blogosphere




Source: State of the Blogosphere, April 2006 Part 1: On Blogosphere Growth
Posted by Dave Sifry on April 17, 2006
Why are blogs so powerful? Interlinked

                          Blogger
                        writes great             People read this
                       article on “Y”
                      B lo
                             gge
Blogger reads this



                                r re
                                    ads
                                          this




                                                                      You have
                                                                      reached a
                                                                    high network
Types of Blogs

• Blogs can be divided into:
     “Corporate Blogs or Professional Blogs: the blog is
     either written by the company or by a professional
     with high level of expertise in the sector.
       – www.thenewpr.com/wiki/pmwiki.php/Resources/CEOBlogs
         List
     Political/Activist Blogs: includes political blogs, anti-
     war blogs, etc.
     Amateur journalist Blogs: for people that either like
     writing or to proof their knowledge to the world.
• All of the blogs above have huge power in
  disseminating information.
Types of Blogs and Blog of Mouth

•   “Corporate Blogs” or Professional Blogs:
        Fon Movement: project that got communicated only via blogs
        Microsoft or General Motors were one of the early adopters.
        Ask.com obviously has a blog to communicate to the world.
•   Political/Activist Blogs:
        Campaign for Howard Deen (in the US).
        Very pro and very anti war blogs regarding Irak (vs. Traditional
        media).
•   Amateur journalist Blogs: for people that either like writing or
    to proof their knowledge to the world.
        As an example, www.ojobuscadores.com only by going thru
        blogs just gathered 200 people to talk about search last week
        in Madrid.
Blogs and companies

• How companies react to blogs (every day there are
  new ones!)
    Trying to get Bloggers on your side:
      – The film “Serenity” gave free tickets to bloggers.
      – The “Fon” movement
     Bloggers on the other side:
      – Delta Airlines – Ellen Simonetti (queen of the skies)
      – Axpe Consulting in Spain
• Overall feeling: companies don't still see the power
  of the blogs… but they are already seeing the
  effects!
People talking about blogs

•   There are way too many articles
•   Every week you hear the importance of blog in one or another
    article
        Jupiter Media report talks about “disproportionately large
        influence” and quotes that although "active" web users make
        up only a small proportion of Europe's online population, they
        are increasingly dominating public conversations and creating
        business trends.
        Glenn Reynolds (An army of Davids) "Bloggers and blog-
        readers are 'influentials”… "You can bury your head in the
        sand, but very quickly you'll look like a very old-fashioned
        company."
        “La blogosfera hispana” pioneros de la cultura digital: a book
        on blogs and bloggers recently published in Spain.
Experiences at Ask.com

•   We have our own blog at Ask.com where we communicate
    and more important receive feedback (http://blog.ask.com)
•   We have just launched beta/full sites in mainland Europe and
    have followed an early adopter strategy:
       Bloggers are critical in this strategy
•   When we launch new products (such as smart answers)
    bloggers quickly pick up the news.
•   Other experiences:
       Launching Ask.com in NL and someone taking pictures of your
       presentation … 2 mins later is online.
       Same situation talking in a blogconference in Madrid (nice to
       see no computers in the room today!)
       I have to read them daily to make sure I don't miss any
       important news
Back to the initial question?


Is “blog of mouth” the definite tool for word of
                   mouth?

• A tool that Spreads quickly any information
• Exponential growth
• “Cheap” (ie. free) way of distributing any
  information (although you have to be careful)
Lets look at “Internet 1.0”


•   Initial years of internet…
        Not that many sites
        Everybody would check any site that launched
        Directories were the way to get the information needed (and
        you would visit multiple sites in the directory).

•   Internet now
        Millions and millions of sites
        Most activity gets centered around few sites
        If you are not in a search engine, you don't exist…
         – People only check top results.
       Concentrate only on what is relevant to you
Consequences for “Blogs 2.0”


• 35 million blogs
     Post 2 entrance per day
     70 million daily documents per day!
     Obviously No time to read all this information.

• Blogs in the near future
     You will only focus on a very limited number of
     blogs
     Isn't that similar to other ways of “word of mouth”?
And with so many bloggers, couldn't this
                     happen?
                           Blogger
                         writes great             People read this
                        article on “Y”
                       B lo                                This Blogger
                              gge
Blogger reads this



                                 r re                         agrees
                                     ads
                                           this
                      This Blogger
                        says the
                        opposite




                                                              You have reached a high
                                                              network but with many
                                                                different messages
People talking about blogging (2)

The findings of the British Market Research Bureau's
quarterly survey led senior associate director Trevor
Vagg to conclude that blogging has received
disproportionate media coverage and the whole idea
of citizen journalism is overhyped.

     Awareness of blogs dramatically increased
     But despite this there has been no significant
     change in the number of people who publish blogs,
     which remains at just 2% of UK internet users.
     only 10% - around 2.8 million people - of internet
     users view a weblog once a month or more.
And back again to the initial question?


Is “blog of mouth” the definite tool for word of
                   mouth?

• If you are a blogger, definitely “yes”
• If you are some of the journalist on the traditional
  media, definitely “no”

• In Web 2.0, the user has the power so…its up to
  you to decide!!!
THANKS

PS: If you want to get started in the blog
world, just go to www.bloglines.com, choose
several blogs that interest you and you are in!

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All you need is blogs

  • 1. BSI All you need is blogs Marketing 2.0 Conference, Barcelona 2006
  • 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
  • 3. 2nd International word-of-mouth Marketing Conference All you need is “blogs” Laa … La La Laa… La
  • 4. Before we start, what is a blog? Web 2.0? • How many of you know what a blog is? • How many of you read blogs? • How many of you post blogs? • How many have heard of web 2.0? A weblog (usually shortened to blog, but occasionally spelled web log) is a web-based publication consisting primarily of periodic articles (normally in reverse chronological order) Web 2.0 generally refers to a second generation of services available on the World Wide Web that let people collaborate, and share information online. Source: Wikipedia
  • 5. “Blog of Mouth”… the definite tool? • This presentation is on: Blogs Word of Mouth • “Blog of mouth” Proud of what I thought was my definition. But check any search engine (such as www.ask,com) and the concept has already been used many times Is “blog of mouth” the definite tool for word of mouth?
  • 6. The Blogosphere • Searching for blogs in www.ask.com gives you over 49.9 million results. • The Blogosphere is currently estimated at over 35 million blogs… The total number of articles in each blog are not even estimated! • Every second there is a new blog published… • and every 5-6 months the blogosphere doubles in size!
  • 7. Size of the blogosphere Source: State of the Blogosphere, April 2006 Part 1: On Blogosphere Growth Posted by Dave Sifry on April 17, 2006
  • 8. Why are blogs so powerful? Interlinked Blogger writes great People read this article on “Y” B lo gge Blogger reads this r re ads this You have reached a high network
  • 9. Types of Blogs • Blogs can be divided into: “Corporate Blogs or Professional Blogs: the blog is either written by the company or by a professional with high level of expertise in the sector. – www.thenewpr.com/wiki/pmwiki.php/Resources/CEOBlogs List Political/Activist Blogs: includes political blogs, anti- war blogs, etc. Amateur journalist Blogs: for people that either like writing or to proof their knowledge to the world. • All of the blogs above have huge power in disseminating information.
  • 10. Types of Blogs and Blog of Mouth • “Corporate Blogs” or Professional Blogs: Fon Movement: project that got communicated only via blogs Microsoft or General Motors were one of the early adopters. Ask.com obviously has a blog to communicate to the world. • Political/Activist Blogs: Campaign for Howard Deen (in the US). Very pro and very anti war blogs regarding Irak (vs. Traditional media). • Amateur journalist Blogs: for people that either like writing or to proof their knowledge to the world. As an example, www.ojobuscadores.com only by going thru blogs just gathered 200 people to talk about search last week in Madrid.
  • 11. Blogs and companies • How companies react to blogs (every day there are new ones!) Trying to get Bloggers on your side: – The film “Serenity” gave free tickets to bloggers. – The “Fon” movement Bloggers on the other side: – Delta Airlines – Ellen Simonetti (queen of the skies) – Axpe Consulting in Spain • Overall feeling: companies don't still see the power of the blogs… but they are already seeing the effects!
  • 12. People talking about blogs • There are way too many articles • Every week you hear the importance of blog in one or another article Jupiter Media report talks about “disproportionately large influence” and quotes that although "active" web users make up only a small proportion of Europe's online population, they are increasingly dominating public conversations and creating business trends. Glenn Reynolds (An army of Davids) "Bloggers and blog- readers are 'influentials”… "You can bury your head in the sand, but very quickly you'll look like a very old-fashioned company." “La blogosfera hispana” pioneros de la cultura digital: a book on blogs and bloggers recently published in Spain.
  • 13. Experiences at Ask.com • We have our own blog at Ask.com where we communicate and more important receive feedback (http://blog.ask.com) • We have just launched beta/full sites in mainland Europe and have followed an early adopter strategy: Bloggers are critical in this strategy • When we launch new products (such as smart answers) bloggers quickly pick up the news. • Other experiences: Launching Ask.com in NL and someone taking pictures of your presentation … 2 mins later is online. Same situation talking in a blogconference in Madrid (nice to see no computers in the room today!) I have to read them daily to make sure I don't miss any important news
  • 14. Back to the initial question? Is “blog of mouth” the definite tool for word of mouth? • A tool that Spreads quickly any information • Exponential growth • “Cheap” (ie. free) way of distributing any information (although you have to be careful)
  • 15. Lets look at “Internet 1.0” • Initial years of internet… Not that many sites Everybody would check any site that launched Directories were the way to get the information needed (and you would visit multiple sites in the directory). • Internet now Millions and millions of sites Most activity gets centered around few sites If you are not in a search engine, you don't exist… – People only check top results. Concentrate only on what is relevant to you
  • 16. Consequences for “Blogs 2.0” • 35 million blogs Post 2 entrance per day 70 million daily documents per day! Obviously No time to read all this information. • Blogs in the near future You will only focus on a very limited number of blogs Isn't that similar to other ways of “word of mouth”?
  • 17. And with so many bloggers, couldn't this happen? Blogger writes great People read this article on “Y” B lo This Blogger gge Blogger reads this r re agrees ads this This Blogger says the opposite You have reached a high network but with many different messages
  • 18. People talking about blogging (2) The findings of the British Market Research Bureau's quarterly survey led senior associate director Trevor Vagg to conclude that blogging has received disproportionate media coverage and the whole idea of citizen journalism is overhyped. Awareness of blogs dramatically increased But despite this there has been no significant change in the number of people who publish blogs, which remains at just 2% of UK internet users. only 10% - around 2.8 million people - of internet users view a weblog once a month or more.
  • 19. And back again to the initial question? Is “blog of mouth” the definite tool for word of mouth? • If you are a blogger, definitely “yes” • If you are some of the journalist on the traditional media, definitely “no” • In Web 2.0, the user has the power so…its up to you to decide!!!
  • 20. THANKS PS: If you want to get started in the blog world, just go to www.bloglines.com, choose several blogs that interest you and you are in!