Extending Your Voice To The World:A Blogging Strategy<br />Jeremiah Owyang<br />Altimeter Group<br />Dec 12, 2009Doha, Qat...
Theme<br />Simple Online Publishing Technology Has Revolutionized How Information Spreads Around The Globe –The Power Has ...
Agenda<br />How It All Began – Humans Are Social<br />A Power Shift – To Participants<br />Adoption Around The Globe<br />...
The Impact<br />Humans Are Social Animals<br /><ul><li>From early days, man has connected –and communicated.
Tribes passed information, stories, art, and print.
Isolation is scary, and a punishment.</li></li></ul><li>How It All Began<br />Before blogging, digital communities <br />U...
The Naming<br />1997: “Weblog,” coined by John Barger<br />1999: Peter Merholtz used term “We blog”<br />1999: Evan Willia...
Scobleizer, Microsoft<br />7<br />
Hitachi Data Systems, blogs.hds.com<br />8<br />
Jonathan Schwartz, Sun Microsystems<br />9<br />
Her Majesty, Queen Rania of Jordan Reaches To the World<br />10<br />
Takeaways<br />Humans are social creatures.<br />Blog simply extend our behaviors.<br />Blogging = human.<br />11<br />
Agenda<br />How It All Began, Humans Are Social<br />A Power Shift – To Participants<br />Adoption Around The Globe<br />N...
People Trust Each Other<br />13<br />Source: http://www.edelman.com/trust/2009<br />
Agenda<br />How It All Began, Humans Are Social<br />A Power Shift – To Participants<br />Adoption Around The Globe<br />N...
Global Blogging Highlights<br />72% are Hobbyists, 28% are Pros <br />Pros: Part-Timers, Self-Employed, or Corporate<br />...
Many Don’t Have “Authority” 45% of Blogs Have Authority<br />16<br />Source: http://technorati.com/blogging/article/day-1-...
Social Network Adoption Increases<br />17<br />Source: Wave 4. Universal McCann, http://universalmccann.bitecp.com/wave4/W...
Global Adoption<br />18<br />US (48%)<br />EU (26%)<br />APAC (10%)<br />Other (16%)<br />2009, 50 Countries<br />Source: ...
Map of the Arabic Blogosphere<br />19<br />Source: http://cyber.law.harvard.edu/publications/2009/Mapping_the_Arabic_Blogo...
Arabic Blogosphere Focuses On News and Issues<br />The study “coded” 4,000 blogs in Arabic to find information about polit...
Takeaways<br />Adoption is happening around the world –most major newspapers are indicator<br />Don’t expect everyone to b...
Agenda<br />How It All Began, Humans Are Social<br />A Power Shift – To Participants<br />Adoption Around The Globe<br />N...
By Vertical<br />23<br />
UK Trade and Investment<br />24<br />
ArabCrunch Focuses on Startups<br />25<br />
The Next Web Tech Blog Focuses on Middle East<br />26<br />
Green Prophet Invites International Bloggers To Focus on Sustainability<br />27<br />
International Group Blog: Volunteers from the Peace Corp Share<br />28<br />
By Audience<br />29<br />
New Zealand’s Libraries Engages Kids<br />30<br />
Singapore Government Keeps an Eye On the Region <br />31<br />
To Engage<br />32<br />
Conservative US Transportation Security Administration Starts A Dialog<br />33<br />
US State Department Talks With Citizens<br />34<br />Primarily a one way channel but appropriate. The videos provide good ...
Australian Victorian Government Asks For Ideas<br />35<br />
Takeaways<br />Start your blog with a clear objective in mind.<br />Listening, Dialog, Supporting, Innovation<br />Keep co...
Agenda<br />How It All Began, Humans Are Social<br />A Power Shift – To Participants<br />Adoption Around The Globe<br />N...
Blogs Integrating Social<br />38<br />
Blogs Integrating Social<br />39<br />Blogs quickly cascade to social networks<br />
Sharing What We Read<br />Facebook Connect allows users to see what friends read/comment on<br />40<br />
Takeaways<br />Integrate your blog with other social tools, encourage WOM.<br />Allow logins from other social networks to...
Summary: Putting it All Together<br />A powerful global trend.<br />Blogging empowers global voices –extending beyond geog...
Blogging Hacks: What I’ve Learned<br />Read lots of blogs.<br />Treat your blog like it’s own company –and brand.<br />Kee...
Connect With Others<br />1) Go to web-strategist.com/blog<br />2) Leave a comment, and describe your blog, and put URL.<br...
Thank You<br />Jeremiah OwyangAltimeter Group<br />jeremiah@altimetergroup.com<br />web-strategist.com<br />Twitter: @jowy...
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Blogging Strategy Extending Your Voice To The World

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  • Marvelous talks on how blogging is useful in communication.

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  • Customer have hijacked our sites –how to get it back
  • In looking at the just over 5 million blogs tracked by Technorati who posted in June, 45% have a Technorati Authority number of 1 or more, meaning they can truly claim their place in the active blogosphere.Hundreds of thousands of individual blogs, which make up the top 10% of blogs as measured by Technorati Authority, and more than 75,000 bloggers have an authority of 50 or more — meaning at least 50 other bloggers found their content worth linking to.2008
  • Although our survey was only administered in English, bloggers responded from 50 countries, with nearly half from the United States.Christine please find data from around globe.Try Razorfish “Feed” (or is it fuel?)Also the Groundswell profilehttp://www.forrester.com/Groundswell/profile_tool.htmlTry to find middle east data.
  • http://blog.ukti.gov.uk/authors/http://blog.ukti.gov.uk/
  • These are journals and blog entries from volunteers serving in the Peace Corp. A great example of a large number of people speaking about what the government program is accomplishing and explaining a lot more about it
  • This is more an online magazine then a blog, but they accomplish similar things. Challenge is about trying to produce the right public service for the Singapore people in the 21st century. I follow it to keep an eye on what is going on in Asian countries. Many of the government blogs in Asian countries are specifically targeted at youth because of the low adoption rates among older generations. This is an exception.
  • http://www.premier.vic.gov.au/your-voice.htmlhttp://www.premier.vic.gov.au/share-your-ideas.html?view=category&layout=category
  • Blogging Strategy Extending Your Voice To The World

    1. 1. Extending Your Voice To The World:A Blogging Strategy<br />Jeremiah Owyang<br />Altimeter Group<br />Dec 12, 2009Doha, Qatar<br />
    2. 2. Theme<br />Simple Online Publishing Technology Has Revolutionized How Information Spreads Around The Globe –The Power Has Shifted To The Participants.<br />2<br />So, Participate.<br />
    3. 3. Agenda<br />How It All Began – Humans Are Social<br />A Power Shift – To Participants<br />Adoption Around The Globe<br />Notable Examples: Who’s Doing It Right<br />The Future of Online Voices<br />3<br />
    4. 4. The Impact<br />Humans Are Social Animals<br /><ul><li>From early days, man has connected –and communicated.
    5. 5. Tribes passed information, stories, art, and print.
    6. 6. Isolation is scary, and a punishment.</li></li></ul><li>How It All Began<br />Before blogging, digital communities <br />UseNet, Bulletin Board Systems<br />Online diaries<br />Justin Hall, 1994, recognized as one of earliest<br />Dave Winer, Scripting News<br />From manual updating to publishing tools<br />OpenDiary (1998), LiveJournal and Blogger (1999) <br />5<br />
    7. 7. The Naming<br />1997: “Weblog,” coined by John Barger<br />1999: Peter Merholtz used term “We blog”<br />1999: Evan Williams used blog as a noun and verb, and co-founded Blogger which popularized the terms<br />6<br />
    8. 8. Scobleizer, Microsoft<br />7<br />
    9. 9. Hitachi Data Systems, blogs.hds.com<br />8<br />
    10. 10. Jonathan Schwartz, Sun Microsystems<br />9<br />
    11. 11. Her Majesty, Queen Rania of Jordan Reaches To the World<br />10<br />
    12. 12. Takeaways<br />Humans are social creatures.<br />Blog simply extend our behaviors.<br />Blogging = human.<br />11<br />
    13. 13. Agenda<br />How It All Began, Humans Are Social<br />A Power Shift – To Participants<br />Adoption Around The Globe<br />Notable Examples: Who’s Doing It Right<br />The Future of Online Voices<br />12<br />
    14. 14. People Trust Each Other<br />13<br />Source: http://www.edelman.com/trust/2009<br />
    15. 15. Agenda<br />How It All Began, Humans Are Social<br />A Power Shift – To Participants<br />Adoption Around The Globe<br />Notable Examples: Who’s Doing It Right<br />The Future of Online Voices<br />14<br />
    16. 16. Global Blogging Highlights<br />72% are Hobbyists, 28% are Pros <br />Pros: Part-Timers, Self-Employed, or Corporate<br />Rise of professional blogger continues<br />70% of Pros are blogging more than before<br />Blogging on an upward trajectory<br />57% plan to blog more<br />Motivations:<br />71% to speak mind<br />68% to share expertise<br />37% to attract customers/clients<br />15<br />Source: http://technorati.com/blogging/feature/state-of-the-blogosphere-2009<br />
    17. 17. Many Don’t Have “Authority” 45% of Blogs Have Authority<br />16<br />Source: http://technorati.com/blogging/article/day-1-who-are-the-bloggers/page-2<br />
    18. 18. Social Network Adoption Increases<br />17<br />Source: Wave 4. Universal McCann, http://universalmccann.bitecp.com/wave4/Wave4.pdf<br />
    19. 19. Global Adoption<br />18<br />US (48%)<br />EU (26%)<br />APAC (10%)<br />Other (16%)<br />2009, 50 Countries<br />Source: http://technorati.com/blogging/article/day-1-who-are-the-bloggers/page-2<br />
    20. 20. Map of the Arabic Blogosphere<br />19<br />Source: http://cyber.law.harvard.edu/publications/2009/Mapping_the_Arabic_Blogosphere<br />
    21. 21. Arabic Blogosphere Focuses On News and Issues<br />The study “coded” 4,000 blogs in Arabic to find information about political issues etc.<br />19% of bloggers are critical of terrorism<br />Among general politics and public life: <br />Domestic news (64%)<br />International news (46%) <br />Ethnic minority issues (25%)<br />Economic issues (21%) <br />20<br />Source: http://cyber.law.harvard.edu/publications/2009/Mapping_the_Arabic_Blogosphere<br />
    22. 22. Takeaways<br />Adoption is happening around the world –most major newspapers are indicator<br />Don’t expect everyone to blog –but many will read.<br />Arabic blogosphere focused on news and issues.<br />21<br />
    23. 23. Agenda<br />How It All Began, Humans Are Social<br />A Power Shift – To Participants<br />Adoption Around The Globe<br />Notable Examples: Who’s Doing It Right<br />The Future of Online Voices<br />22<br />
    24. 24. By Vertical<br />23<br />
    25. 25. UK Trade and Investment<br />24<br />
    26. 26. ArabCrunch Focuses on Startups<br />25<br />
    27. 27. The Next Web Tech Blog Focuses on Middle East<br />26<br />
    28. 28. Green Prophet Invites International Bloggers To Focus on Sustainability<br />27<br />
    29. 29. International Group Blog: Volunteers from the Peace Corp Share<br />28<br />
    30. 30. By Audience<br />29<br />
    31. 31. New Zealand’s Libraries Engages Kids<br />30<br />
    32. 32. Singapore Government Keeps an Eye On the Region <br />31<br />
    33. 33. To Engage<br />32<br />
    34. 34. Conservative US Transportation Security Administration Starts A Dialog<br />33<br />
    35. 35. US State Department Talks With Citizens<br />34<br />Primarily a one way channel but appropriate. The videos provide good relevant information in ways that are easy to digest and helpful<br />
    36. 36. Australian Victorian Government Asks For Ideas<br />35<br />
    37. 37. Takeaways<br />Start your blog with a clear objective in mind.<br />Listening, Dialog, Supporting, Innovation<br />Keep content focused on one topic –don’t deviate.<br />Measure based on your objectives.<br />36<br />
    38. 38. Agenda<br />How It All Began, Humans Are Social<br />A Power Shift – To Participants<br />Adoption Around The Globe<br />Notable Examples: Who’s Doing It Right<br />The Future of Online Voices<br />37<br />
    39. 39. Blogs Integrating Social<br />38<br />
    40. 40. Blogs Integrating Social<br />39<br />Blogs quickly cascade to social networks<br />
    41. 41. Sharing What We Read<br />Facebook Connect allows users to see what friends read/comment on<br />40<br />
    42. 42. Takeaways<br />Integrate your blog with other social tools, encourage WOM.<br />Allow logins from other social networks to help content to spread.<br />Social networks allow for ‘personalized front pages’ in the context of your friends.<br />41<br />
    43. 43. Summary: Putting it All Together<br />A powerful global trend.<br />Blogging empowers global voices –extending beyond geography and borders.<br />Develop a strategy, focus on your objectives, and treat it like a media platform.<br />Remember that the most effective blogs are conversational –two way. Ask questions.<br />42<br />
    44. 44. Blogging Hacks: What I’ve Learned<br />Read lots of blogs.<br />Treat your blog like it’s own company –and brand.<br />Keep content focused on single topic.<br />If serious, invest in designers and developers.<br />Have an editorial calendar.<br />Integrate it into everything you do. Online. Offline<br />ABR: Always Be Researching<br />Pay yourself first.<br />Have fun.<br />43<br />
    45. 45. Connect With Others<br />1) Go to web-strategist.com/blog<br />2) Leave a comment, and describe your blog, and put URL.<br />3) Subscribe to others, learn, link, and share.<br />44<br />
    46. 46. Thank You<br />Jeremiah OwyangAltimeter Group<br />jeremiah@altimetergroup.com<br />web-strategist.com<br />Twitter: @jowyang<br />Column for Forbes CMO Network<br />45<br />Slide Production By Christine Tran, Researcher, Altimeter Group<br />Copyright © 2009 Altimeter Group<br />
    47. 47. Most Arabic bloggers Use as Diary<br />46<br />
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