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 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 visits
„ Nearly 50% of US online users have engaged with user-
generated content in May 2007

„ Source; 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
Recommendations
Collaboration RSS
The Long Tail
bookmarking 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

Blogs
Business blogs-the most popular social
media
„ 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 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 months
Source: 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 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/services
‰ To drive awareness for existing
products/services,
‰ To increase awareness for their company's
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 over

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)
 WIKi
„ Wiki 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 users
„ 100,000 users have contributed 10 or more entries
„ 730,000 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
deployed
wiki solution:
20%

Have no 50% of large

plans to Have plans
companies will have
deploy 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
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 way
organizations 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
„
 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.
 Thank You.

„ Haim Oren
„ Oren Web Marketing

„ Email; haim@orenwebmarketing.com