Inspiration for innovation: The blogosphere
32
Inspiration for Innovation: The Blogosphere Social Tech Training Jun 2009
-
Upload
social-innovation-generation -
Category
Technology
-
view
644 -
download
1
description
Top Takeaways 1. Blogs are here to stay 2. Bloggers are not who you think 3. It’s not just about text 4. Blogs are not newsletters, but dialogues 5. Blogs are communities
Transcript of Inspiration for innovation: The blogosphere
Inspiration for Innovation:
The Blogosphere Social Tech Training
Jun 2009
Agenda for Today
Overview: Social Media Today
Who are the Bloggers & Who’s Reading Blogs?
Blog Strategies
Open Dialogue: What’s Working for You?
Overview The Revolution Will Not Be Televised
Top Takeaways
Blogs are here to stay
Bloggers are not who you think
It’s not just about text
Blogs are not newsletters, but dialogues
Blogs are communities
What is Web 2.0?
Web 1.0 = Information and Transaction
Web 2.0 = Connecting People to People
What is Web 2.0?
Civilisational Shift
Who Are the Bloggers & Who’s
Reading Blogs? Is it just guys in their parents’ basements?
Let’s Take a Look: Examples of Great Blogs
Greenpeace
NRDC Switchboard
ThinkProgress
Media Matters
AK2UK.com
About blog readers
About 22% of American adults read blogs
The median age of a blog reader is 25-45
Their median household income is $60K to $80K
About 50% have left a comment on a blog
80% of MySpace Users are over 18
Arketi 2007 Web Watch Survey 100% of journalists say they rely on the
Internet to help get their job done.
25% of journalists say blogs make their job easier.
60% of journalists say they spend more than 20 hours a week on the Internet. When asked how journalists use the Internet:
98 percent say reading news 97 percent say emailing 93 percent say finding news sources 89 percent say finding story ideas
72 percent say reading blogs 67 percent say watching webinars or
webcasts
About bloggers
10 percent of Internet users blog
Only 11 percent of these bloggers talk about policy and politics – most blog about life experiences.
Bloggers tend to be younger
They are equally men and women and are from all over the country.
Bloggers tend to be more ethnically and racially diverse.
27% of bloggers also use Twitter
How Powerful?
70% of journalists read blogs for breaking news and story ideas
91% of Congressional offices track blogs
Only 12% don’t think they matter to the media
75% of time on local blogs, 25% national blogs
Hispanics Online
• 19.5 million Hispanics online – most are English speaking or bilingual
• Largest ethnic audience online in U.S.
• 89% of Latinos who have a college degree, 70% of Latinos who completed high school, and 31% of Latinos who did not complete high school go online.
• In February 2008 the average Hispanic-American over the age of 11 spent more time online (56%) than watching television (50%)
• More likely than whites to use IM, Internet TV, Mobile Internet, blogs, and multitask
Blog Strategies Back to the Future
Public Relations 2.0
Traditional Journalists Gain authority by being: - Objective - Exclusive
Bloggers Gain authority by being: - Subjective - Collaborative
Media outreach now includes bloggers
Your organization’s blog will benefit from passionate opinions backed with facts that attract others to follow and report the story.
Cheryl’s Tips
KISS -- Keep it short, sweetie
Don’t send a press release (send the link)
Personalize & compliment
Link to other bloggers who’ve blogged it/media who’ve written it
Don’t be afraid to follow up & re-send
A blog isn’t a newspaper; it’s a community center.
Cory’s Tips
Have a link that’s relevant and permanent
Don’t send PDFs
Send downloadable (sharable) audio or video
Add a url to photos
Offer high-res photos
Contact through the stated, preferred means
Blog Promotion
Integrate blog into your outreach
Send email to your list announcing blog
Automate tweets from your blog
Make sure your bloggers are also tweeting other bloggers
Send key blog posts to email list
Include blog in direct mail
Consider Flickr, MySpace and Facebook links
Check comments in all social networks
Blogs & Major Donors
Open Dialogue & Exercise
Let’s hear from you
The Blogs and Your Org
What’s working for you? – Success Stories
When didn’t it work? What happened?
10 Min Workshop
Break into groups,
Choose 1 org
Create a quick audience-appropriate blog strategy that supports your mission
Blog Resources
Find Blogs & Bloggers Using: Technorati, Search.Twitter.com and
BlogPulse
Read Blogs Using: FireFox, Jott, Bloglines, NewsGator
Launch Blogs Using: Moveable Type, TypePad, Wordpress,
SoapBlox, Blogger
Top Takeaways
Blogs are here to stay
Bloggers are not who you think
It’s not just about text
Blogs are not newsletters, but dialogues
Blogs are communities
