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“ Consumer content generation is only increasing and happening faster. This isn’t going away… Pretty much everyone is a media outlet now … In a few years, there may be no better way our brands go to market than social media.”
Jim Cuene, Director of Interactive, General Mills
SOCIAL MEDIA CHANGES EVERYTHING Content >> Conversation Consumption >> Participation and creation: blogging, twittering, commenting, networking Centralization >> Fragmentation, relevance, immediacy Authority >> Authenticity, relationships and trust Gatekeepers >> Open distribution and massive content proliferation
SOCIAL MEDIA CHANGES EVERYTHING Social networking = Sharing and communication Online journals = Sharing and life-casting Blogs = Information and influence
Larger blogs take on more characteristics of mainstream sites
Mainstream sites incorporating styles and formats from the blogosphere
95% of the top 100 US newspapers have reporter blogs 1
A Blog (a contraction of the term "Web log") is a web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order.
The Blogosphere is th e collective community of all blogs. Since all blogs are on the internet by definition, they may be seen as interconnected and socially networked. Discussions "in the blogosphere" have been used by the media as a gauge of public opinion on various issues.
The ecosystem of interconnected communities of bloggers and readers at the convergence of journalism and conversation.
Trends, stories and behaviors influence mainstream media and the rest of the blogosphere
What is a relevant media experience?
The 2008 State of the Blogosphere Report
Random sample from more than 1.2 million bloggers who have registered with Technorati
Skews heavily to the active blogosphere
Technorati index data
ALL BLOGS ARE NOT CREATED EQUAL 133 million blog records indexed by Technorati since 2002 7.4 million blogs posted in last 120 days 1.5 million blogs posted in last 7 days Top 100 blogs by Technorati Authority 76,000 blogs with Technorati Authority of 50+ Technorati Authority is the number of blogs linking to a website in the last six months. The higher the number, the more Authority the blog has. 900,000 blog posts in 24 hours
Bloggers responded from all six continents and 66 countries
43% of respondents live in the US
72% publish in English
(survey was only provided in English)
AROUND THE WORLD 2008 State of the Blogosphere | Blogger Survey
BLOGGERS SELF-IDENTIFIED AS PERSONAL, PROFESSIONAL, OR CORPORATE PERSONAL BLOGGERS (79% of total) PROFESSIONAL BLOGGERS (46% of total) CORPORATE BLOGGERS (12% of total) CORPORATE: blog for your company in an official capacity PERSONAL: blog about topics of personal interest not associated with your work PROFESSIONAL: blog about your industry and profession but not in an official capacity for your company
More than half of respondents have had more than one blog
Non first-time bloggers contribute to four blogs on average
Average blogging tenure is three years
47% of corporate, 39% of professional and 30% of personal bloggers have created an in-person or online event for their readership
Half attract more than 1000 unique visitors per month
42% use more than one analytics provider
Only 1 in 20 don’t know their traffic
2008 State of the Blogosphere | Blogger Survey
EXPERTISE AND SELF EXPRESSION TOP THE REASONS FOR BLOGGING
PERSONAL SATISFACTION IS KEY SUCCESS METRIC FOR 3 IN 4 BLOGGERS Average success metrics: 4 2008 State of the Blogosphere | Blogger Survey
TOPICS ARE DIVERSE 2008 State of the Blogosphere | Blogger Survey “ Other” blog topics include: 2008 election, alternative energy, art, beauty, blogging, comics, communication, cooking/food, crafts, design, environment, internet/Web 2.0, Jamaica, media/journalism
Average # topics blogged about: 5
One-quarter blog about 1-2 topics only
HIGHER AUTHORITY BLOGGERS POST AND USE TAGS MORE FREQUENTLY 43% of the top 100 bloggers post 10+ times per day 2008 State of the Blogosphere | Technorati Index
BLOGGERS ARE SOPHISTICATED WITH THE USE OF TOOLS
Average # activities conducted to attract visitors: 5 BLOGGERS ARE SAVVY IN GENERATING TRAFFIC