Blogging Strategy Extending Your Voice To The World

Extending Your Voice To The World:A Blogging Strategy
Jeremiah Owyang
Altimeter Group
Dec 12, 2009Doha, Qatar

Theme
Simple Online Publishing Technology Has Revolutionized How Information Spreads Around The Globe –The Power Has Shifted To The Participants.
2
So, Participate.

Agenda
How It All Began – Humans Are Social
A Power Shift – To Participants
Adoption Around The Globe
Notable Examples: Who’s Doing It Right
The Future of Online Voices
3

The Impact
Humans Are Social Animals
From early days, man has connected –and communicated.
Tribes passed information, stories, art, and print.
Isolation is scary, and a punishment.

How It All Began
Before blogging, digital communities
UseNet, Bulletin Board Systems
Online diaries
Justin Hall, 1994, recognized as one of earliest
Dave Winer, Scripting News
From manual updating to publishing tools
OpenDiary (1998), LiveJournal and Blogger (1999)
5

The Naming
1997: “Weblog,” coined by John Barger
1999: Peter Merholtz used term “We blog”
1999: Evan Williams used blog as a noun and verb, and co-founded Blogger which popularized the terms
6

Scobleizer, Microsoft
7

Hitachi Data Systems, blogs.hds.com
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Jonathan Schwartz, Sun Microsystems
9

Her Majesty, Queen Rania of Jordan Reaches To the World
10

Takeaways
Humans are social creatures.
Blog simply extend our behaviors.
Blogging = human.
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Agenda
How It All Began, Humans Are Social
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People Trust Each Other
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Source: http://www.edelman.com/trust/2009

Agenda
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Global Blogging Highlights
72% are Hobbyists, 28% are Pros
Pros: Part-Timers, Self-Employed, or Corporate
Rise of professional blogger continues
70% of Pros are blogging more than before
Blogging on an upward trajectory
57% plan to blog more
Motivations:
71% to speak mind
68% to share expertise
37% to attract customers/clients
15
Source: http://technorati.com/blogging/feature/state-of-the-blogosphere-2009

Many Don’t Have “Authority” 45% of Blogs Have Authority
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Source: http://technorati.com/blogging/article/day-1-who-are-the-bloggers/page-2

Social Network Adoption Increases
17
Source: Wave 4. Universal McCann, http://universalmccann.bitecp.com/wave4/Wave4.pdf

Global Adoption
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US (48%)
EU (26%)
APAC (10%)
Other (16%)
2009, 50 Countries
Source: http://technorati.com/blogging/article/day-1-who-are-the-bloggers/page-2

Map of the Arabic Blogosphere
19
Source: http://cyber.law.harvard.edu/publications/2009/Mapping_the_Arabic_Blogosphere

Arabic Blogosphere Focuses On News and Issues
The study “coded” 4,000 blogs in Arabic to find information about political issues etc.
19% of bloggers are critical of terrorism
Among general politics and public life:
Domestic news (64%)
International news (46%)
Ethnic minority issues (25%)
Economic issues (21%)
20
Source: http://cyber.law.harvard.edu/publications/2009/Mapping_the_Arabic_Blogosphere

Takeaways
Adoption is happening around the world –most major newspapers are indicator
Don’t expect everyone to blog –but many will read.
Arabic blogosphere focused on news and issues.
21

Agenda
22

By Vertical
23

UK Trade and Investment
24

ArabCrunch Focuses on Startups
25

The Next Web Tech Blog Focuses on Middle East
26

Green Prophet Invites International Bloggers To Focus on Sustainability
27

International Group Blog: Volunteers from the Peace Corp Share
28

By Audience
29

New Zealand’s Libraries Engages Kids
30

Singapore Government Keeps an Eye On the Region
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To Engage
32

Conservative US Transportation Security Administration Starts A Dialog
33

US State Department Talks With Citizens
34
Primarily a one way channel but appropriate. The videos provide good relevant information in ways that are easy to digest and helpful

Australian Victorian Government Asks For Ideas
35

Takeaways
Start your blog with a clear objective in mind.
Listening, Dialog, Supporting, Innovation
Keep content focused on one topic –don’t deviate.
Measure based on your objectives.
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Agenda
37

Blogs Integrating Social
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Blogs Integrating Social
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Blogs quickly cascade to social networks

Sharing What We Read
Facebook Connect allows users to see what friends read/comment on
40

Takeaways
Integrate your blog with other social tools, encourage WOM.
Allow logins from other social networks to help content to spread.
Social networks allow for ‘personalized front pages’ in the context of your friends.
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Summary: Putting it All Together
A powerful global trend.
Blogging empowers global voices –extending beyond geography and borders.
Develop a strategy, focus on your objectives, and treat it like a media platform.
Remember that the most effective blogs are conversational –two way. Ask questions.
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Blogging Hacks: What I’ve Learned
Read lots of blogs.
Treat your blog like it’s own company –and brand.
Keep content focused on single topic.
If serious, invest in designers and developers.
Have an editorial calendar.
Integrate it into everything you do. Online. Offline
ABR: Always Be Researching
Pay yourself first.
Have fun.
43

Connect With Others
1) Go to web-strategist.com/blog
2) Leave a comment, and describe your blog, and put URL.
3) Subscribe to others, learn, link, and share.
44

Thank You
Jeremiah OwyangAltimeter Group
jeremiah@altimetergroup.com
web-strategist.com
Twitter: @jowyang
Column for Forbes CMO Network
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Slide Production By Christine Tran, Researcher, Altimeter Group
Copyright © 2009 Altimeter Group

Most Arabic bloggers Use as Diary
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Blogging Strategy Extending Your Voice To The World

by Jeremiah Owyang

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