Connecting Standards Users By using internet tools 2007 SES/IFAN Conference Haim Oren Oren Web Marketing (Represents Jupiter Research in Israel) August 21, 2007
The internet has emerged as a social media “Time” magazine selected the internet user as the person of the year in recognition of the impact consumer-created content is having online. According to Alexa, Global 500 list, three social networks populated the top 10 list of most trafficked websites as of January 2007 (YouTube, MySpace & Orkut) We have been witnessing the rise of social networking sites like: MySpace FaceBook Flickr Wikipedia Linkedin
The social media- the Internets the Killer App.According to Technorati , there are 75 million web blogsworldwide, and they double every 6 months.Today’s blogosphere is 60 times bigger than three yearsago.Web 2.0 Websites Accounted For 12 Percent Of All USWeb Traffic (Hitwise, 2007)– 6.5% of all internet visitsNearly 50% of US online users have engaged with user-generated content in May 2007Source; Jupiter Research
The Internet Evolution Web 1.0 Web 2.0 Read-Only Web Read-Write web Static website Interactive websites Company controlled Community based content content Monolog Conversation
“Markets are conversations” The cluetrain manifesto
The Web 2.0 internet The enabling platform for Anywhere/anytime conversation
Podcasts Mobility folksonomy Participation Tags Video Sharing Mash-ups AJAX RecommendationsCollaboration RSS The Long Tailbookmarking Wiki Web 2.0 Social software LinkedIn Social Networks Web standards Communities conversations Blogs
WEB 2.0 Forces of change The four principles of Networked economy: Openness Peering Sharing Acting globally The Tools; blogs Wikis Social network Source: Wikinomics by Don Tapscott
Business blogs-the most popular socialmedia Corporate blogs will be the most popular form of social marketing in 2007 The growth of blogs is outpacing other tactics. Blogs will be 18 percent more popular than company message boards and 63 percent more popular than creating a profile on a social networking Web site. blogs are quick and free, save the cost of hosting and any creative work.Source: Jupiter Research
The use of blogs by companies is on the rise Created a blog 39% 32% Sent marketing offers to influential consumers 38% 47% Created a discussion board on our site 33% 28% Created a multichannel campaign that drove traffic to a 26% microsite 27% Uploaded video on a social networking site 26% 21% Created a podcast 26% 19% Created a profile on a social networking site 24% 21% Launched a viral or word-of-mouth campaign online 24% 23% Created a microsite with UGC 23% 18% Paid people to discuss your product 23% 22% Percentage of Social Marketers 0% 10% 20% 30% 40% 50% Have used in the past 12 months Plan to use in the next 12 monthsQuestion: What forms of online social marketing has your company used in the past 12 months and which do you plan to use in the next 12 monthsSource: JupiterResearch Social Marketing Executive Survey (2/07), n = 251 (social marketers, US only) Source: JupiterResearch Social Marketing Executive Survey (2/07), n = 251 (social marketers, US only)
Almost One-Half of SMEs Decision Makers Regularly Use Social Media in a Business Context Networked with contacts: 30% Read blogs: Read or posted 23% in forums: 26% Social media consuming small business decision makers: 46.4%Question: Thinking about your use of the Internet over the last year, which of the following business-related activities did you conduct online monthly or morefrequently? (Please select all that apply.)Source: JupiterResearch e-Rewards Executive Survey (2/07), n = 472 (small business decision makers, US only)
Trends in Business use of blogs*44% percent of marketers with annual revenuesunder $1 million will create a blog in 2007,the same as the percentage of marketers withannual revenues between $15 million and $500million.35% percent of marketers with annual revenuesof more than $500 million will create a blog inthe coming year.*Source: Jupiter Research
Why are companies embracing blogs? To build awareness for some part of their operation. To drive awareness for a new product/services To drive awareness for existing products/services, To increase awareness for their companys name in general.
The benefits of Blogs Publishable Findable Social Viral Linkable Syndicatable
Examples of Successful business blogs Microsoft Channel 9 blog- created specifically for software developers who want to know more about the development of future products and to collaborate on ideas. Direct2Dell blog--speak in depth to a group of corporate and SMBs users General Motors-Fastlane blog Kodak- Ofoto Brownie Boeing- InflightHQ Blogs work the best for products/services that take time to learn about or master, and are especially productive for ’Verticals’ like: Electronics, travel, automotive, and technology.
Blogs Appeal More Strongly to Young Consumers Percentage of Segment Conducting 40% Posted comments on a blog Read a blog Blog-Related Activity 35% Updated my blog 30% 33% 23% 24% 20% 14% 18% 17% 16% 10% 10% 12% 6% 8% 3% 0% 2% 1% Ages 18 to Ages 25 to Ages 35 to Ages 45 to Ages 55 24 34 44 54 and overQuestion: Which of the following activities have you conducted monthly or more frequently in the past year? (Select all that apply.) Source: JupiterResearch/Ipsos-Insight Consumer Survey (01/07), n = 2,223 (US only)
WIKiWiki refers to collaborative software tools that let you build Webpages that allow users to edit documents, share ideas, or monitorthe status of a project.Wikipedia- the most successful case study:1 million registered users100,000 users have contributed 10 or more entries730,000 new articles are added every yearCorporate Wikis*:Nokia-Finnish handset-maker-20% of its 68,000 employees usewiki pages to update schedules and project statusDresdner Kleinwort— Frankfurt-based investment bank- has cutdown his e-mail use by at least 75%,
Deployment of Wiki Solutions Set forHealthy Increase Have deployed wiki solution: 20% Have no 50% of large plans to Have plans companies will havedeploy wiki to upgrade deployed a wiki solution: or replace solution within the 50% wiki solution: next 12 months 13% Have plans to deploy wiki solution: 17%Question: Which of the following have you deployed or are you planning to deploy, upgrade, or replace during the next 12 months? Source: JupiterResearch/ERI Executive Survey (6/06), n = 329 (Web site decision makers in companies with $50 million or more in annual revenues, US only)
The Benefits of Wikis Reducing costs Keeping up with users Enables anytime/anywhere sharing & collaboration Harnessing external talent
Social networks as sharing platforms Social networks are becoming global production and distribution of consumer generated content Companies and business are using them: Internally- with their employees, business partners, and vendors Externally- with their consumers, stakeholders, influentials
Social Networks transform the wayorganizations operate IBM Lotus Connections-700 communities, 27,300 weblogs, 475,000 profiles TakingITglobal- A network for community projects. 110,000 registered members in 200 countries Linkedin- A network for business contacts & job finding 7.8 million members since launch Incuby-, a network where inventors can display their inventions to the general public, entrepreneurs and investors.
A Social Network for Standard Users Benefits: Offering information on standards Enabling conversations among standard users, peers and stake holders Enabling participation in online discussions & events Building collaborative best practices using the Wiki
ISUSA social network for Israeli standard Users
The Internet Technology as a global bridge to standard usersThe Internet can become a bridge to collaboration and having a conversation among standard users around the world.
Thank You. Haim Oren Oren Web MarketingEmail; firstname.lastname@example.org