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State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
State of the Indian Blogosphere 2011
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State of the Indian Blogosphere 2011

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Published on

ARE BLOGS DEAD? …

ARE BLOGS DEAD?

Drizzlin Media, a Branding 2.0 consultancy had released their latest report on the state of the Indian Blogosphere. We interviewed 30 bloggers across the country covering genres as diverse as technology, fashion and food to get a pulse of the latest affairs in the Indian user generated content space.

“We were observing a transition in how people create content, with new platforms coming in and lot more content being shared, we were keen to understand how blogging is being redefined”, said Deepak Goel, CEO, Drizzlin Media.

Are blogs "walled gardens" in the age of social networks? Is there any innovation in online content format? Are bloggers being pressured by the fickle twitter/facebook audience with lower attention span? Find answers to some of these questions in the report.

Published in: Technology
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  • Hi Prasant...We completely agree...we also feel that the age of impatience ensures we're always in a hurry to gain credibility, be recognized, be popular...the sooner the better...however, at times, it also leads to compromises on true content quality and the focus shifts to what the search engines want rather than what the consumer wants...However, as you said and as we realized through our research, blogs are here to stay
       Reply 
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  • First of all a great effort. I have been a blogger and i think content and reaching out to people is a challenge. if you are a passionate blogger then comments or no comments won't effect you but telling people that u exist is a challenge. social networks try to help that gap but then we have infrastructure issues. however i have a strong feeling that blogs won't die but the onus is also on blogger like us. there are loads of mistakes that we bloggers do that keeps readers at bay.
       Reply 
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  • Hi @Chandra...Thanks for your comment. What do you think is necessary to avoid this 'groupism' and encourage standard quality among blogs?
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  • Quality will not vary with the change of platform. Leg pulling and groupism has jolted blogs to a certain extent. Comments come in many only when u r in some group. Blogs are here to stay as google search supports them and their writings are displayed when called for.
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  • INTERNATIONAL ENGLISH
  • Transcript

    1. Are Blogs Dead?A Drizzlin Media analysis of the current state of the Indian Blogosphere
    2. Why the question?
    3. Blogs were pitted as ‘the’medium for honest,opinionated and usergenerated content…..
    4. Blogs were pitted as ‘the’medium for honest,opinionated and usergenerated content….. BUT HAVE THEY BEEN ABLE TO SATIATE THAT NEED?
    5. The number of blogs over thelast decade have grownmanifold, the number ofgenres quadrupled, theinternet population base inIndia ever growing…..
    6. The number of blogs over thelast decade has grownmanifold, the number ofgenres quadrupled, the BUT DO WE REALLYinternet population base in FOLLOW THEM TODAY?India ever growing….. OR HAVE THEY ASSUMED A STATE OF REDUNDANCY?

    7. Curious to find out?
    8. SO WERE WE!!!
    9. Which
is
why….
We
ini&ated
a
month
long
research
to
understand
the
qualitave
aspects,
which
from
a
blogger’s
perspec&ve,
impact
the
scale,
effecveness
and
viability
of
the
blogosphere.
No
amount
of
data
previously
quan&fied
has
ever
been
able
to
reflect
on
these
aspects.
We
have
therefore
tried
to
address
them
by
asking

the
following
per&nent
ques&ons‐
•  Has
 there
 been
 a
 drasc
 change
 in
 the
 underlying
 context
 to
 Blogging
 over
 the
 last
decade?
•  Are
 there
 any
 genres
 within
 the
 Indian
 Blogosphere
 which
 stand
 out
 for
 great
 quality
content?
•  How
do
emerging
plaBorms
like
social
networks
impact
this
space?

    10. And this is what we found…
    11. Key
Findings
•  Social
Networking
does
not
mark
the
demise
of
blogs







Most
believe
it
only
enhances
reach.
•  Majority
of
the
bloggers
face
a
challenge
with
content
quality








Majority
of
the
bloggers
rate
themselves
as
bad
or
average
on
content
quality.
 Lowest
quality
ra&ng
observed
in
technology
genre

•  Blogs
currently
do
not
seem
to
be
a
viable
professional
proposion
in
India
due
to
 limited
 opportuni&es
 to
 mone&ze,
 lack
 of
 technological
 and
 legal
 support
 infrastructure.

•  Blogger
Communies
and
iniaves
are
consistently
losing
steam

























 Majority
of
the
bloggers
stated
they
were
op&ng
out
of
such
community
ini&a&ves.

•  Brand
relaonships
are
sll
evolving
 Brands
 recognize
 the
 value
 add
 that
 blogs
 offer.
 However
 there
 seems
 to
 be
 a












 mis‐match
in
terms
of
expecta&ons
e.g.
seeding
content,
providing
for
free
content
 etc.

    12. So how did we go about it?
    13. Research
Methodology
•  Type:
Qualita&ve
•  Sample
size
:
32
(snow‐ball
sampling)
•  Blogger
Idenficaon
Process:


 
 
 
 
 
 A
 conscious
 effort
 was
 made
 to
 ensure
 that
 the
 32
 bloggers
 approached
 were
 representa&ve
of
the
popular
genres
within
the
blogosphere.
In
addi&on,
the
focus
was
 also
to
interact
with
bloggers
who
had
been
blogging
for
varied
&me‐periods,
to
obtain
 a
sense
of
how
this
space
has
evolved
over
&me.








Distribu&on
of
the
various
genres
along
with
the
year
of
blogging
ini&a&on
have
been
 provided
below:
 Genre
 No
of
Bloggers
 Percentage
 Blog
Iniaon
Year
 Tech
 7
 21.88%
 Food
 4
 12.50%
 0
 2
 4
 6
 8
 Personal
 4
 12.50%
 2001
 2
 6.25%
 Culture
 3
 9.38%
 2002
 2
 6.25%
 Humour
 3
 9.38%
 2004
 5
 15.63%
 2005
 3
 9.38%
 Travel
 2
 6.25%
 4
 year
 Adver&sing,
 2006
 12.50%
 1
 3.13%
 2007
 7
 21.88%
 Copyrights
 2008
 5
 15.63%
 Automobiles
 1
 3.13%
 2009
 2
 6.25%
 Bollywood
 1
 3.13%
 2010
 1
 3.13%
 Book
reviews
 1
 3.13%
 2011
 1
 3.13%
 Design
 1
 3.13%
 0.00%
 5.00%
 10.00%
 15.00%
 20.00%
 25.00%
 Finance/investment
 1
 3.13%
 Gaming
 1
 3.13%
 %
of
total
respondents
 HR/Consultancy
 1
 3.13%
 Self
development
 1
 3.13%

    14. Research
Methodology
•  
Framework
 –  Through
 the
 course
 of
 the
 interviews
 we
 gathered
 insights
 and
 perspec&ves
 pertaining
to
the
following
aspects‐
 Key
Focus
Areas
 Key
mo&va&ng
factors
behind
blog
ini&a&on
 Prime
challenges
faced/or
being
faced
pivotal
to
overcome
for
the
blog’s
success
 Content
Quality
Benchmarks
 • 
Quality
benchmarks
for
Indian
vs
Foreign
Blogs
 • 

Self
ra&ng
for
content
quality
and
scope
for
improvement
 Effec&veness
of
blogger
communi&es
 Perspec&ve
on
Brand
Outreaches
 SWOT
analysis
for
the
blogosphere
 –  Individual
insights
on
the
above
aspects
were
collated
to
derive
trends.

 –  To
measure
content
quality,
a
10
point
ra&ng
model
was
u&lized.
As
rankings
tend
 to
 be
 fairly
 subjec&ve,
 the
 bloggers
 were
 also
 asked
 to
 enumerate
 the
 reasons
 provided
for
a
par&cular
ranking
so
as
to
ensure
consistency
in
comparison
across
 various
genres.


    15. Bloggers
approached..

    16. Evalua&ng
the
Blogosphere
in
Retrospect

    17. Q: What is Iconic about the blogosphere?
    18. Understanding
how
the
medium
has
evolved
overme….
‘Content
is
King’:

It
is
the
defining
proposi&on
and
key
differen&ator.
This
a
prime
criterion
on
which
blogs
should
be
evaluated
as
they
provided
the
space
for
 alterna&ve
 voices
 to
 emerge
 and
 offer
 variety
 and
 perspec&ves
 not
 available
 via
tradi&onal
mediums.
To
 evaluate
 the
 extent
 to
 this
 has
 been
 made
 possible,
 it
 becomes
 important
 to
understand
the
following
aspects‐
•  What
movated
bloggers
to
turn
to
this
medium,
why
did
they
consider
it
viable?
•  How
 did
 blogs
 evolve
 in
 terms
 of
 context
 in
 India
 providing
 a
 variety
 of
 content
 across
genres?
•  What
do
they
think
they
have
been
able
to
achieve?
Lets
look
at
these
by
exploring
the
key
mo&va&ng
factors
behind
blog
ini&a&on,
what
bloggers
think
is
unique
about
their
blogs
and
how
they
would
evaluate
this
space
from
a
qualita&ve
standpoint?

    19. Key
Movang
Factors
 Q:
What
were

the
movang
factors
behind
your

blog
iniaon?

 Movaon
behind
the
iniave
 0
 5
 10
 15
 20
 25
 Passion
for
genre
 20
 40%
 Networking
 9
 18%
 Love
for
wri&ng
 9
 18%
 factor
 Archive
building
 7
 14%
 Money
 3
 6%
 Recogni&on
 2
 4%
 0%
 5%
 10%
 15%
 20%
 25%
 30%
 35%
 40%
 45%
 %
of
total
responses
Ini&ally
 most
 of
 the
 blogs
 served
 as
 personal
 logs
 u&lized
 primarily
 for
 the
 purpose
 of
networking
and
archive
building.
As
 blogs
 increased
 both
 in
 number
 &
 readership,
 a
 shii
 was
 observed
 with
 more
individuals
choosing
the
medium
to
explore
&
publish
their
interests
in
specific
genres.
A
major
 catalyst
 for
 this
 was
 the
 rise
 of
 social
 networks
 as
 well
 which
 allowed
 for
movement
of
content
on
mul&ple
plajorms.

    20. Blog
USP
Further,
 majority
 of
 the
 bloggers
 believed
 that
 their
 offering
 was
 differen&ated
 with
opinionated
and
original
content.
Most
stated
their
focus
area
lies
within
a
niche.

Humor,
objec&vity
and
honesty
were
addi&onal
aspects
that
enhanced
the
USP
of
the
blog.


 Disnguishing
feature
of
content
 0
 1
 2
 3
 4
 5
 6
 7
 8
 9
 Opinionated
 8
 17%
 Originality
 7
 15%
 Niche
 6
 13%
 Humour
 6
 13%
 feature
 Honesty
 5
 10%
 Appeals
to
a
mass
audience
 4
 8%
 Objec&ve

 4
 8%
 Informa&on/Research
 4
 8%
 Interac&ve
 3
 6%
 Visual
Appeal
 1
 2%
 0%
 2%
 4%
 6%
 8%
 10%
 12%
 14%
 16%
 18%
 %
count
of
total
responses

    21. Self
Rangs
The
obvious
ques&on
to
ask
then
is…
 Q:
How
would
you
rate
yourself
on
content
quality?

 Self
Ranking
for
Quality
 Average
 15
 47%
 No
comments
 7
 22%
 rankings
 Good
 7
 22%
 Bad
 3
 9%
 0%
 5%
 10%
 15%
 20%
 25%
 30%
 35%
 40%
 45%
 50%
 %
of
responses
Interes&ngly,

a
majority
of
56%
of
the
bloggers
rated
the
quality
of
their
blog’s
content
as
bad
or
average.
Only
22%
rated
the
quality
of
content
as
good.

    22. Self
Rangs
The
obvious
ques&on
to
ask
then..
is
how
they
would
evaluate
the
performance
of
their
respec&ve
blogs
over
&me…
 Q:
How
would
you
rate
yourself
on
content
quality?

 Self
Ranking
for
Quality
 Average
 15
 47%
 No
comments
 Is
there
a
disconnect?
 7
 22%
 rankings
 Good
 7
 22%
 Bad
 3
 9%
 0%
 5%
 10%
 15%
 20%
 25%
 30%
 35%
 40%
 45%
 50%
 %
count
of
responses
Interes&ngly,
56%
of
the
bloggers
rated
the
quality
of
their
blog’s
content
as
bad
or
average.

    23. Self
Rangs
The
obvious
ques&on
to
ask
then..
is
how
they
would
evaluate
the
performance
of
their
respec&ve
blogs
over
&me…
 Q:
How
would
you
rate
yourself
on
content
quality?

 Self
Ranking
for
Quality
 Average
 15
 47%
 How
would
the
bloggers
then
rate
their
 peers
on
quality?
 No
comments
 7
 22%
 rankings
 Good
 7
 22%
 Bad
 3
 9%
 0%
 5%
 10%
 15%
 20%
 25%
 30%
 35%
 40%
 45%
 50%
 %
count
of
responses
Interes&ngly,
56%
of
the
bloggers
rated
the
quality
of
their
blog’s
content
as
bad
or
average.

    24. Peer
Rangs
 Q.
If
you
were
to
rate
quality
of
content
by
Indian
and
Foreign*
<genre>
bloggers,
what
 would
it
be?

 Quality
Rankings
 0
 5
 10
 15
 20
 25
 Bad
 5
 16%
 5
 16%
 Average
 8
 25%
 rankings
 Foreign
Bloggers
 7
 22%
 Indian
Bloggers
 No
comments
 9
 28%
 20
 63%
 Good
 10
 31%
 0%
 10%
 20%
 30%
 40%
 50%
 60%
 70%
 %

of
responses
 In
comparison,
it
seems
bloggers
have
more
faith
in
the
ability
of
their
peers,
with
31%
 of
 the
 responses
 sugges&ng
 quality
 
 of
 content
 to
 be
 good
 
 for
 Indian
 bloggers
 and
 a
 corresponding
figure
of
63%
for
foreign
bloggers
*
Most
of
the
Bloggers
drew
comparisons
with
their
counterparts
in
mature
markets
like
the
USA
and
the
U.K.,
the
analysis
purely
reflects
that.

    25. Peer
Rangs
Q.
What
do
you
think
is
fairly
remarkable
or
lacking
about
Indian
and
Foreign
<genre>
blogs?
 Rang
 Reasons
behind
the
rang
 Count
 Data
insufficiency
and
lack
of
in‐depth
analysis
 1
 Lack
of
diversity
 3
 Indian
Blogs
 Average
 Lack
of
opinion
 1
 Focus
on
Mone&za&on
 1
 Cluper
 1
 Lack
of
original
content
 2
 Bad
 Lack
of
quality
content
 1
 Quality
content
 6
 Good
 Opinionated
Content
 1
 Grand
Total
 17
 Rang
 Reasons
behind
the
rang
 Count
 Average Beper
brand
rela&onships 2 Maintenance,
Presenta&on,
Consistency,
Correct
tagging. 1 Quality
content 9 Variety 2 Internaonal
 
Strongly
opinionated 2 Blogs
 Greater
exposure 1 Good Powerful
visual
appeal
to
content 1 Professional
approach,
Backed
by
organiza&onal
support. 1 

 Different
perspec&ve 1 Grand
Total 26
    26. Peer
Rangs
 Q.
What
do
you
think
is
fairly
remarkable
or
lacking
about
Indian
and
Foreign
<genre>
 blogs?
 Rang
 Reasons
behind
the
rang
 Count
 Data
insufficiency
and
lack
of
in‐depth
analysis
 1
 Lack
of
diversity
 3
Indian
Blogs
 Average
 Lack
of
opinion
 1
 Focus
on
Mone&za&on
 1
 Cluper
 1
 Lack
of
original
content
 2
 Majority
of
the
bloggers
rated
the
content
quality
 Bad
 Lack
of
quality
content
 1
 between
bad
to
average
for
Indian
Blogs.

 Quality
content
 6
 Good
 Opinionated
Content
 1
 Grand
Total
 17
 Rang
 Reasons
behind
the
rang
 Count
 Average Beper
brand
rela&onships 2 Maintenance,
Presenta&on,
Consistency,
Correct
tagging. 1 Quality
content 9 Variety 2 Foreign
Blogs
 
Strongly
opinionated 2 Greater
exposure 1 Good Powerful
visual
appeal
to
content 1 Professional
approach,
Backed
by
organiza&onal
support. 1 

 Different
perspec&ve 1 Grand
Total 26
    27. Inferences
drawn
Interes&ngly,
rankings
varied
greatly
with
genres.
 •  
Technology
as
a
genre
received
the
lowest
rankings.

 Lower
 rankings
 were
 
 apributed
 to
 the
 excessive
 use
 of
 mirrored
 content.
 In
 addi&on,
 excessive
 use
 of
 SEO
 tac&cs
 like
 click‐baits
 was
 also
 cited
 as
 a
 nuisance.
 
The
presence
of
mirrored
content
was
further
apributed
to
the
lack
 of
brand
support.
 Ra&ng
 Genre
 count
 %
count
 Culture
 2
 6.25%
 Tech
 1
 3.13%
 •  In
 comparison,
 personal
 and
 Personal
 1
 3.13%
 Travel
 1
 3.13%
 niche
blogs
such
as
travel
and
 Good
 Automobiles
 1
 3.13%
 food
 are
 credited
 with
 Bollywood
 Food
 1
 1
 3.13%
 3.13%
 providing
 alterna&ve
 voices
 HR/Consultancy
 1
 3.13%
 and
 quality
 content
 which
 Self
development
 1
 3.13%
 No
comments
 9
 28.13%
 may
 not
 be
 readily
 available
 Tech
 1 3.13%
 in
the
tradional
mediums.

 Personal
 1 3.13%
 Culture
 1 3.13%
 Book
reviews
 1 3.13%
 Average
 Design
 1 3.13%
 Finance/investment
 1 3.13%
 Gaming
 1 3.13%
 Humour
 1 3.13%
 Tech
 3
 9.38%
 Bad
 Personal
 1
 3.13%
 Travel
 1
 3.13%
 Grand
Total
 32
 100.00%

    28. Q: What are the factors that impact the sustainability of the Blogosphere?
    29. Understanding
the
key
challenges….
Lack
 of
 opinion,
 diversity,
 and
 in‐depth
 analysis
 were
 all
 cited
 as
 reasons
 for
 lower
quality
benchmarks.

But
why
do
they
exist?

To
 answer
 this,
 we
 decided
 to
 look
 closely
 at
 the
 factors
 impac&ng
 the
 process
 of
content
crea&on‐
the
key
challenges
faced,
the
opportuni&es
and
threats
they
entail.


    30. Understanding
the
key
challenges….
Q.
What
is
the
one
biggest
challenge
that
you
feel
overcoming
it
would
be
or
has
been
the
key
to
your
blogs
success?

 Challenges
detrimental
to
blog
success
 0
 1
 2
 3
 4
 5
 6
 7
 8
 9
 10
 Quality
content
 9
 21%
 Reaching
out
to
a
wider
audience

 7
 16%
 Consistency
 6
 14%
 Audience
Connect
 6
 14%
 challenge
faced
 None
 5
 12%
 Brand
rela&onship
 5
 12%
 Technical
support
 2
 5%
 Scability
 1
 2%
 Plagiarism
 1
 2%
 No
monetary
growths
 1
 2%
 0%
 5%
 10%
 15%
 20%
 25%
 %
of
total
responses

    31. Understanding
the
key
challenges….
On
evalua&ng
the
same,
the
viability
of
 
blogging
 
can
be
quesoned
on
the
following
parameters‐
•  Lower
audience
thresholds





 
Limited
internet
penetra&on.
The
online
space
is
also
increasingly
being
dominated
 by
 the
 presence
 of
 genre
 specific
 celebri&es,
 dilu&ng
 the
 poten&al
 audience
 reach
 for
bloggers.
•  Lack
of
support
infrastructure
impacng
Scalability
 Outdated
 legal
 and
 technical
 support
 framework,
 less
 evolved
 brand
 rela&onships
 and
 the
 failure
 of
 blogger
 communi&es
 to
 address
 these
 via
 community
 based
 ac&on.
 All
 these
 combined
 have
 a
 bearing
 on
 the
 sustenance
 of
 blogs,
 impac&ng
 scalability.

•  Lack
of
a
professional
approach

 
 
 

Limited
means
to
mone&ze
in
addi&on
to
the
aspects
highlighted
above
entail
that
 blogging
 will
 rarely
 be
 a
 professional
 pursuit
 for
 many.
 Most
 of
 them
 supplement
 income
needs
via
day
jobs
or
by
associa&ng
themselves
with
larger
en&&es
‐
which
 leads
to
inconsistency.








This
further
impacts
the
quality
of
content.


    32. Understanding
the
key
challenges….
In
comparison,
Foreign
blogs
were
given
a
higher
quality
ranking
because
of
the
following
 factors‐
•  Strong
Structural
Support

 More
 evolved
 legal
 framework,
 strong
 backing
 from
 media
 publica&on
 houses
 and
 beper
brand
rela&onships.



 Bloggers
have
a
recognized/dignified
posi&on
amongst
brand
marketers
and
are
known
 to
have
a
significant
impact
on
the
audience.
•  A
more
professional
approach
 High
 levels
 of
 professionalism
 and
 quality
 is
 showcased,
 fine
 balance
 of
 visual
 and
 textual
content.
Over
&me,
content
formats
have
been
able
to
evolve
to
enhance
the
 user
experience.

•  Wider
reach
and
Scalability

 
 
 
 A
 wider
 audience
 base
 due
 to
 higher
 internet
 penetra&on
 rates
 makes
 the
 blogging
 proposi&on
 a
 lot
 more
 viable.
 Scalability
 leads
 to
 a
 more
 professional
 
 approach
 to
 content
and
marke&ng.

    33. Understanding
the
key
challenges….
 In
comparison,
Foreign
blogs
were
given
a
higher
quality
ranking
because
of
the
following
 factors‐
 •  Strong
Structural
Support

 More
 evolved
 legal
 framework,
 strong
 backing
 from
 publica&on
 houses
 and
 beper
 brand
rela&onships.



In
contrast,
it’s
almost
a
‘one
man
show’
for
the
 Bloggers
have
a
recognized/dignified
posi&on
amongst
brand
marketers
and
are
known
 to
have
a
significant
impact
on
the
audience.
Indian
blogger…suffering
at
all
fronts,
losing
out
 •  A
more
professional
approach
 in
comparison.

 High
 levels
 of
 professionalism
 and
 quality
 is
 showcased,
 fine
 balance
 of
 visual
 and
 textual
content.
Over
&me,
content
formats
have
been
able
to
evolve
to
enhance
the
 user
experience.

 •  Wider
reach
and
Scalability
 
 
 
 
 A
 wider
 audience
 base
 due
 to
 higher
 internet
 penetra&on
 rates
 makes
 the
 blogging
 proposi&on
 a
 lot
 more
 viable.
 Scalability
 leads
 to
 a
 more
 professional
 
 approach
 to
 content
and
marke&ng.

    34. Special Focus: Role play of BloggerCommunities and Brand relationships
    35. Blogger
Communies

Q:
Are
you
an
acve
member
of
any
blogger
community?

 Acve
member
of
a
blogger
community?
 0
 2
 4
 6
 8
 10
 12
 14
 16
 Used
to
be
 14
 44%
 No
 11
 34%
 Yes
 7
 22%
 0%
 5%
 10%
 15%
 20%
 25%
 30%
 35%
 40%
 45%
 50%
 When
we
talk
about
bloggers
as
a
community
–
we’re
talking
about
those
who
started
 blogging
to
feel
the
sense
of
belongingness
and
some
who
wanted
to
take
their
online
 rela&onship
 off‐line
 and
 meet
 fellow
 bloggers
 to
 network
 with
 people
 of
 similar
 interests.
 From
 our
 analysis,
 we
 realized
 that
 46%
 of
 the
 bloggers
 felt
 that,
 these
 meets
 held
 some
value
at
an
ini&al
stage
but
over
a
period
of
&me
have
lost
value.


    36. Blogger
Communies

Q:
Are
you
an
acve
member
of
any
blogger
community?

 Acve
member
of
a
blogger
community?
 0
 2
 4
 6
 8
 10
 12
 14
 16
 Used
to
be
 14
 44%
 Why
are
Blogger
Communi&es
losing
value?
 No
 11
 34%
 Yes
 7
 22%
 0%
 5%
 10%
 15%
 20%
 25%
 30%
 35%
 40%
 45%
 50%
 When
we
talk
about
bloggers
as
a
community
–
we’re
talking
about
those
who
started
 blogging
to
feel
the
sense
of
belongingness
and
some
who
wanted
to
take
their
online
 rela&onship
off‐line
and
meet
fellow
bloggers,
network
with
people
of
similar
interests.
 From
what
we
understand,
47%
bloggers
said,these
meets
held
some
value
at
an
ini&al
 stage
but
over
a
period
of
&me,
they’ve
lost
value.


    37. Blogger
Communies

Q:
What
were
your
reasons
for

joining
 
Q:
What
were
your
reasons
for
not
joining/ leaving?
 Reasons
for
joining
 Reasons
for
not
joining/Leaving
 0
 5
 10
 15
 20
 25
 0
 2
 4
 6
 8
 10
 Lacks
an
agenda
 9
 29%
 Networking
 21
 81%
 Not
applicable
 8
 26%
 Session
lacks
interac&vity
 4
 13%
 reason
 reason
 Experience
sharing
 4
 15%
 Not
genre
specific
 4
 13%
 Logis&cs
 3
 10%
 Lacks
community
appeal
 2
 6%
 Agenda
specific
 1
 4%
 Never
felt
the
need
 1
 3%
 0%
 10%
 20%
 30%
 40%
 50%
 60%
 70%
 80%
 90%
 0%
 5%
 10%
 15%
 20%
 25%
 30%
 35%
 %
of
responses
 %
of
responses
 Main
mo&ves
for
joining
was
to
engage
on
a
broader
basis
with
their
peers
to
network
 and
share
perspec&ves
on
related
aspects.

 Though
the
communi&es
do
facilitate
networking,
the
appeal
has
not
been
sustainable.
 Common
 inferences
 derived
 indicate
 this
 is
 due
 to
 the
 lack
 of
 a
 common
 agenda,
 interac&vity
and
community
appeal.


    38. Brand
Relaonships
Q:
Have
you
ever
been
approached
by
a
brand?
 Approached
by
a
brand?
 0
 5
 10
 15
 20
 25
 30
 Yes
 26
 81%
 Response
 No
 6
 19%
 0%
 10%
 20%
 30%
 40%
 50%
 60%
 70%
 80%
 90%
 %
of
responses
Q:
What
was
your
experience
like
interacng
with
the
brand?
 Brand
Experience
 0
 5
 10
 15
 20
 25
 30
 Neutral
 28
 64%
 rang
 Posi&ve
 9
 20%
 Nega&ve
 7
 16%
 0%
 10%
 20%
 30%
 40%
 50%
 60%
 70%
 %
of
responses
64%
of
the
bloggers
rated
the
outreach
experiences
as
average
or
neutral
which
provided
nothing
excep&onal
for
them
to
write
about.


    39. Brand
Relaonships
 Q:
Have
you
ever
been
approached
by
a
brand?
 Approached
by
a
brand?
 0
 5
 10
 15
 20
 25
 30
 Yes
 26
 81%
 Response
 No
 6
 19%
 0%
 10%
 Fact
is:

 20%
 30%
 40%
 %
of
responses
 50%
 60%
 70%
 80%
 90%
A
large
percentage
of
brands

acknowledge
and
 Q:
What
was
your
experience
like
interacng
with
the
brand?
want
to

connect
with
bloggers,
but
are
unable
 0
 Brand
Experience
 5
 10
 15
 20
 25
 30
 to
maintain
rela&onships.
 Neutral
 28
 64%
 rang
 Posi&ve
 9
 20%
 Nega&ve
 7
 16%
 0%
 10%
 20%
 30%
 40%
 50%
 60%
 70%
 %
of
responses
 62%
of
the
bloggers
rated
the
outreach
experiences
as
average
or
neutral
which
 provided
nothing
excep&onal
for
them
to
write
about.


    40. Brand
Relaonships
Q:
Have
you
ever
been
approached
by
a
brand?
 Approached
by
a
brand?
 0
 5
 10
 15
 20
 25
 30
 Yes
 26
 81%
 Response
 No
 6
 19%
 0%
 10%
 20%
 30%
 40%
 50%
 60%
 70%
 80%
 90%
 %
of
responses
Q:
What
was
your
experience
like
interacng
with
the
brand?
 Why?
 Brand
Experience
 0
 5
 10
 15
 20
 25
 30
 Neutral
 28
 64%
 rang
 Posi&ve
 9
 20%
 Nega&ve
 7
 16%
 0%
 10%
 20%
 30%
 40%
 50%
 60%
 70%
 %
of
responses
62%
of
the
bloggers
rated
the
outreach
experiences
as
average
or
neutral
which
provided
nothing
excep&onal
for
them
to
write
about.


    41. Brand
Relaonships
 Addressing
the
mismatch
of
expectaons
 Lack
of
responsiveness
 Treatment
rendered
at
venue/loca&on
 Expecta&on
to
provide
services
free
(collabora&on
for
content)
or
pay
and
seed
content
favorable
to
the
brand
 Lack
of
agenda
on
branded
blogger
meets
 Perpetual
comparison
with
tradi&onal
press‐
brands
fail
to
recognise
the
dis&nct
offerings/plus
points
the
online
medium
provides
and
how
via
a
blog
they
 can
engage
with
a
rela&vely
smaller
yet
more
ac&ve
audience
base.

Within
the
16%
nega&ve
experiences,
the
following
aspects

were
believed
to
be

major
contribu&ng
factors‐
 Agencies
keep
changing
with
different
modus
 1
 14.29%
 operandi
 Non‐responsiveness
 2
 28.57%
 Mismanagement
 4
 57.14%
 Grand
Total
 7
 100.00%
Within
the
20%
posi&ve
experiences,
the
following
aspects

were
believed
to
be

major
contribu&ng
factors‐
 Product
Experience
 4
 36.36%
 Special
treatment
 5
 45.45%
 Freedom
of
expression
 2
 18.18%
 Grand
Total
 11
 100.00%

    42. Q: How do you see this space evolving?
    43. Addressing
the
future
growth
potenal….
Given
the
infrastructural
bojleneck,
does
this
space
hold
future
growth
potenal?
Having
studied
the
challenges,
there
is
a
greater
understanding
of
bloggers’
apempts
to
have
an
impact
irrespec&ve
of
the
challenges
being
faced.

They
 have
 certainly
 succeeded
 in
 making
 blogs
 an
 alterna&ve
 plajorm
 of
communica&on.

But
what
turn
will
this
plajorm
take?

What
kind
of
changes
will
it
undergo?
This
 is
 yet
 to
 be
 discovered
 and
 it
 intrigued
 us
 to
 pose
 the
 same
 ques&ons
 to
 the
bloggers
we
interviewed
which
has
enabled
us
to
showcase
a
SWOT
analysis.

    44. Strengths
 Strengths
 0
 2
 4
 6
 8
 10
 12
 14
 Alterna&ve
Content
 13
 48%
 Quality
Content
 5
 19%
 Honesty/Transparency
 2
 7%
 Variety
 1
 4%
 factor
 Use
of
right
marke&ng
technique
 1
 4%
 Quick
source
of
informa&on
 1
 4%
 No
comments
 1
 4%
 Internet
penetra&on
 1
 4%
 Evolving
brand
rela&onships
 1
 4%
 Closer
connect
with
your
audience
and
bloggers
 1
 4%
 0%
 10%
 20%
 30%
 40%
 50%
 60%
 %
of
responses
The
 strength
 of
 the
 medium
 lies
 in
 its
 ability
 to
 provide
 for
 user
 generated
 content
which
 provides
 for
 more
 variety.
 Parameters
 which
 were
 stated
 under
 the
 purview
 of
‘Quality
Content’
includes
opinions
and
perspec&ves
which
are
relatable.

In
addi&on,
the
degree
of
interac&vity
on
the
plajorms
allows
for
a
deeper
engagement
with
the
audience
base
on
a
regular
front.


    45. Weaknesses
 Weaknesses
 0
 2
 4
 6
 8
 10
 12
 14
 16
 Casual
approach
 14
 40%
 Lack
of
quality
content
 8
 23%
 Lack
of
legal
aid
and
support
infrastructure
 4
 11%
 Minimal
brand
involement
 3
 9%
 factor
 Bloggers
underrated
 1
 3%
 Less
scope
for
op&miza&on
 1
 3%
 Unable
to
mone&ze
 1
 3%
 Too
many
blogs
 1
 3%
 Less
engaged
audience
 1
 3%
 Focus
on
mone&sa&on
 1
 3%
 0%
 5%
 10%
 15%
 20%
 25%
 30%
 35%
 40%
 45%
 %
of
responses
Weaknesses
iden&fied
are
inter‐related
and
impact
the
poten&al
the
bloggers
are
able
to
realize.
 For
 e.g.
 
 Lack
 of
 quality
 content
 was
 observed
 to
 be
 of
 high
 incidence
 in
 the
Technology
space
which
can
further
be
apributed
to
minimal
brand
involvement.


    46. Opportunies
 Opportunies
 0
 1
 2
 3
 4
 5
 6
 7
 8
 Wider
access
via
social
networks
 7
 21%
 Internet
penetra&on
 6
 18%
 Increase
in
quality
content
 5
 15%
 Developing
niche
 5
 15%
 Unexplored
poten&al
in
few
genres
 2
 6%
factor
 Beper
brand
rela&onships
 2
 6%
 Rise
in
the
number
of
regional
language
blogs.
 1
 3%
 Personal
blogging
growth
 1
 3%
 Paid
content
 1
 3%
 Organiza&onal
support
 1
 3%
 Expand
influence
with
intermingling
of
mainstream
and
online
media
 1
 3%
 Career
op&on
 1
 3%
 0%
 5%
 10%
 15%
 20%
 25%
 %
of
responses
Perspec&ves
towards
blogging
is
changing
over
&me,
thus
opening
many
opportuni&es
for
bloggers.
Opportunity
 for
 this
 space
 to
 grow
 primarily
 depends
 on
 external
 factors
 such
 as
Internet
penetra&on,
beper
brand
rela&onships
and
a
growing
network
of
influence
via
social
networks
(more
and
more
people
adop&ng
them‐
poten&ally
wider
audience)

    47. Threats
 Threats
 0
 1
 2
 3
 4
 5
 6
 Social
Networking
 5
 15%
 Plagrism
 5
 15%
 Lack
of
support
infrastructure
 3
 9%
 Clupered
space
 3
 9%
 Textual
content
dying
 3
 9%
 IT
Act
 3
 9%
 Employer
restric&ons
 2
 6%
 factor
 Celebrity
domina&on
 2
 6%
 Decrease
in
ac&ve
blogs
 1
 3%
 Decreasing
readership
 1
 3%
 Writers
being
drained
out
by
media
houses.
 1
 3%
 Focus
on
mone&za&on
 1
 3%
 Domina&on
of
tradi&onal
media
 1
 3%
 Domina&on
of
interna&onal
bloggers
 1
 3%
 Dishonest
content
 1
 3%
 0%
 2%
 4%
 6%
 8%
 10%
 12%
 14%
 16%
 %
of
responses

    48. Threats
Bloggers
who
take
on
to
social
networks
are
the
ones
we
call
‘casual
bloggers’.
They
 are
 capitalising
 on
 the
 fact
 that
 fewer
 people
 are
 reading
 long
 copy,
 tradi&onal
blogging
will/already
has
taken
a
back
seat;
hence
some
old
school
bloggers
are
looking
at
micro‐blogging
as
a
threat.
The
advent
of
social
networking
in
the
year
2007
has
had
a
direct
impact
on
the
way
classic
blogs
have
been
created
and
consumed
&ll
now.
Social
 Networking
 has
 made
 it
 impera&ve
 for
 the
 blogger
 to
 adapt
 to
 the
 dynamic
audience.
–
This
actually
works
at
two
levels
•  More
 consumers
 connect
 virtually
 across
 social
 networks
 providing
 a
 higher
 poten&al
reach
•  
More
producers
crea&ng
content
in
mul&ple
formats
across
varied
plajorms
like
Twiper,
Facebook,
Tumblr.
Micro‐blogs
like
Twiper
have
boosted
the
trend
of
casual
blogging.


    49. Threats
Threats
 
Interes&ngly,
the
advent
of
social
networking
sites
has
had
a
dual
effect.
While
some
 perceive
 it
 as
 an
 opportunity
 since
 they’re
 now
 able
 to
 reach
 out
 to
 a
 larger
 audience

via
cross
linking,
some
others
feel
it
just
gives
way
to
casual
bloggers
and
 has
had
a
strong
impact
on
the
popularity
of
full
text
blogs.Though
in
the
long‐run
 shii
in
the
form
of
blogging
makes
it
a
constantly
evolving
form
of
expression
and
 could
pose
a
threat
to’
Blogging’
as
we
defined
it
10
years
ago.
 
 A
 major
 downfall
 associated
 with
 so
 many
 bloggers/content
 creators
 emerging,
 is
 that

it
becomes
difficult
to
 •  Maintain
the
quality
standards
of
content
of
old
school
blogs
 •  
Avoid
plagiarism/rehash
of
exis&ng
content

    50. Threats
Threats
 
Interes&ngly,
the
advent
of
social
networking
sites
has
had
a
dual
effect.
While
some
 perceive
 it
 as
 an
 opportunity
 since
 they’re
 now
 able
 to
 reach
 out
 to
 a
 larger
 audience

via
cross
linking,
some
others
feel
it
just
gives
way
to
casual
bloggers
and
 has
had
a
strong
impact
on
the
popularity
of
full
text
blogs.Though
in
the
long‐run
 shii
in
the
form
of
blogging
makes
it
a
constantly
evolving
form
of
expression
and
 could
pose
a
threat
to
blogging
as
we
define
it
10
years
ago.
 Social
networking
may
lead
to
the
cannibaliza&on
of
blogs,
but
infact
fuel
hyper
 
 Another
 downfall
 associated
 is
 that
 with
 so
 many
 bloggers/content
 creators
 emerging,
it
becomes
difficult
to
 sharing
in
a
new
format
 •  Maintain
the
quality
standards
of
content
of
old
school
blogs
 •  
Avoid
plagiarism/rehash
of
exis&ng
content

    51. Conclusions
    52. So
what
are
we
saying
here?
•  What
emerges
clearly
is
that
what
is
being
considered
as
the
‘death
of
a
blog’
is
infact
 only
 a
 process
 of
 evolu&on
 within
 the
 online
 domain.
 It’s
 a
 ques&on
 of
 how
 we’re
 crea&ng
and
consuming
content
differently
today.
 –  Blogging
will
con&nue
to
adapt
to
newer
formats
and
plajorms,
widening
reach
and
allowing
for
more
 people
to
par&cipate
and
create
content.

 –  Despite
 the
 fact
 that
 social
 networks
 are
 widely
 being
 adopted
 by
 bloggers
 across,
 the
 likelihood
 of
 complete
 abandonment
 of
 the
 plajorm
 is
 very
 unlikely
 given
 the
 high
 degree
 of
 customiza&on
 and
 op&miza&on
available
via
them.
Social
networks
at
present
do
not
subs&tute
that.

•  The
 debate
 over
 the
 ‘qualita&ve
 aspects’,
 however
 would
 s&ll
 be
 per&nent,
 irrespec&ve
of
the
plajorms
in
ques&on.



 
The
space
needs
to
evolve
to
the
next
level,
allowing
for
greater
poten&al
to
scale
by

 ensuring
wider
spread
of
the
content
maper,
beper
legal
and
support
structures.


    53. Thank
You

    54. www.drizzlin.com
 A Branding 2.0 ConsultancyNew
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