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Connecting Standards UsersBy using internet tools
2007 SES/IFAN Conference
Haim OrenOren 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:
MySpaceFaceBookFlickrWikipediaLinkedin
The social media- the Internet's the Killer App.
According to Technorati , there are 75 million web blogs worldwide, and they double every 6 months. Today’s blogosphere is 60 times bigger than three years ago. Web 2.0 Websites Accounted For 12 Percent Of All US Web Traffic (Hitwise, 2007)– 6.5% of all internet visitsNearly 50% of US online users have engaged with user-generated content in May 2007
Source; Jupiter Research
The Internet Evolution
Web 1.0Read-Only WebStatic websiteCompany controlled contentMonolog
Web 2.0Read-Write webInteractive websitesCommunity based contentConversation
“Markets are conversations”
The cluetrain manifesto
The Web 2.0 internet
The enabling platform for
Anywhere/anytime conversation
Wiki
Blogs
Social Networks
AJAX
RSSMash-ups
Social software
The Long TailWeb 2.0
Mobility Podcasts
Participation folksonomy
bookmarking
Video Sharing
RecommendationsCollaboration
Tags
CommunitiesWeb standards
conversations
WEB 2.0 Forces of changeThe four principles of Networked economy:
OpennessPeeringSharingActing globally
The Tools;
blogs WikisSocial network
Source: Wikinomics by Don Tapscott
Blogs
Business blogs-the most popular social media
Corporate blogs will be the most popular form of social marketing in 2007The 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
22%
18%
23%
21%
19%
21%
27%
28%
47%
32%
23%
23%
24%
24%
26%
26%
26%
33%
38%
39%
0% 10% 20% 30% 40% 50%
Paid people to discuss your product
Created a microsite with UGC
Launched a viral or word-of-mouth campaign online
Created a profile on a social networking site
Created a podcast
Uploaded video on a social networking site
Created a multichannel campaign that drove traffic to amicrosite
Created a discussion board on our site
Sent marketing offers to influential consumers
Created a blog
Have used in the past 12 months Plan to use in the next 12 months
Question: 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)
Percentage of Social Marketers
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
Networkedwith contacts:
30%
Read blogs:23%
Read or posted 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 more frequently? (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 revenues under $1 million will create a blog in 2007, the same as the percentage of marketers with annual revenues between $15 million and $500 million. 35% percent of marketers with annual revenues of more than $500 million will create a blog in the 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/servicesTo drive awareness for existing products/services, To increase awareness for their company's name in general.
The benefits of Blogs
PublishableFindableSocialViralLinkableSyndicatable
Examples of Successful business blogsMicrosoft Channel 9 blog- created specifically for software developers who want to know more about the development of futureproducts and to collaborate on ideas.
Direct2Dell blog--speak in depth to a group of corporate and SMBs users
General Motors-Fastlane blogKodak- Ofoto BrownieBoeing- 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.
1%
3%6%
10%14%
17% 16%18%
24%
33%35%
2%
23%
12%8%
0%
10%
20%
30%
40%
Ages 18 to24
Ages 25 to34
Ages 35 to44
Ages 45 to54
Ages 55and over
Posted comments on a blogRead a blogUpdated my blog
Blogs Appeal More Strongly to Young Consumers
Perc
enta
ge o
f Seg
men
t Con
duct
ing
Blo
g-R
elat
ed A
ctiv
ity
Question: 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 Web pages that allow users to edit documents, share ideas, or monitor the 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 year
Corporate Wikis*:
Nokia-Finnish handset-maker-20% of its 68,000 employees use wiki pages to update schedules and project status Dresdner Kleinwort— Frankfurt-based investment bank- has cut down his e-mail use by at least 75%,
Deployment of Wiki Solutions Set for Healthy Increase
Have plans to upgrade or replace
wiki solution:13%
Have plans to deploy
wiki solution:17%
Have deployed
wiki solution:20%
Have no plans to
deploy wiki solution:
50%
50% of large companies will have
deployed a wiki solution within the
next 12 months
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 WikisReducing costsKeeping up with usersEnables anytime/anywhere sharing & collaborationHarnessing external talent
Social Networks
Social networks as sharing platforms
Social networks are becoming global production and distribution of consumer generated contentCompanies and business are using them:
Internally- with their employees, business partners, and vendorsExternally- with their consumers, stakeholders, influentials
Social Networks transform the way organizations operate
IBM Lotus Connections-700 communities, 27,300 weblogs, 475,000 profilesTakingITglobal- A network for community projects.110,000 registered members in 200 countriesLinkedin- 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 standardsEnabling conversations among standard users, peers and stake holdersEnabling participation in online discussions & eventsBuilding collaborative best practices using the Wiki
ISUS
A social network for Israeli standard Users
The Internet Technology as a global bridge to standard users
The Internet can become a bridge to collaboration and having a conversation among standard users around the world.
