Slide 1: The Global and Local Conversation Imperative
October 13, 2006 Guillaume du Gardier Peter Hirshberg Sergio Veneziani
Slide 2: The Rise of Peers
• Peers are the most credible source of information • Global and local constellations of blogs are enabling this fundamental shift • Therefore, it’s increasingly essential to
– Listen to worldwide and regional conversations – And participate in them
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Slide 3: More than Two-Thirds Trust Peers
A person like yourself or your peer Doctor or healthcare specialist Academic Accountant NGO rep Financial/Industry analyst Regular employee of company CEO of company Lawyer Union representative Entertainer/Athlete 0%
68% 59% 57% 53% 53% 53% 45% 28% 21% 20% 12%
20% 40% 60% 80% 100%
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Source: Edelman Trust Barometer 2006
Slide 4: Blogs Are Going Mainstream
• Nearly a quarter of the population in the U.S., UK, and France read blogs at least once a week
– One-third of these blog readers were moved to some undertake some political action
• The number of media articles mentioning blogs has steadily increased over the last three years
– Reached an all-time peak of 766 mentions in Q2 2006
• Data comes from a September 2006 study by Strategy One, an Edelman subsidiary
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Slide 5: The State of the Blogosphere
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Slide 6: Blogosphere Population Tops 56 Million Blogs
• • • • The blogosphere doubles every six months It’s now 100x bigger than three years ago Technorati is tracking 1.2 million new posts per day English, Japanese and Chinese account for 82% of the global conversation
Slide 7: Global Blogosphere Growth 2003 - 2006
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Slide 8: The State of the Blogosphere
Posts by Language, June 2006 Global Posts per Day 2004 - 2006
Slide 9: Posts by Language, June 2006
Slide 10: Hourly Posts by Language, June 2006
Slide 11: The Edelman-Technorati Partnership
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Slide 12: Edelman’s Four Steps to Navigating the Conversation
• • • • Find your advocates and detractors Listen to their conversations actively Engage them in meaningful dialogue Empower individuals to connect with their peers
Slide 13: Technorati Helps Edelman Find and Listen
• Technorati is recognized authority on what's going on in the world of weblogs
– Technorati.com launched in 2002 – Technorati.jp debuted in 2005
• The company’s world class search tools make it easy to find and track blogs • However, currently there’s no way to easily mine blogs in other languages
Slide 14: Edelman-Technorati Product Overview
• Technorati has created local blog search tools in French, German, Italian, Korean and Chinese for Edelman’s exclusive use • Each site understands queries / returns relevant results in these languages and includes an array of powerful features • The sites are in use by Edelman teams worldwide
Slide 15: Sample Search on Technorati Italy
Slide 16: Global and Regional Conversation Research
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Slide 17: Research Methodology
• To kick off the products, Edelman & Technorati have identified the 100 most influential blogs by region
– The US, German, Italian and French lists are based on a unique Technorati authority algorithm
• Links from all blogs globally over the last six months
– List of 50 UK influencers uses a similar, but far more subjective methodology and act as a guide – Japanese, Chinese and Korean lists to follow in November
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Slide 18: Why Only 100?
• By looking at the Top 100, you get a good view of how the blogosphere in a region operates
– It’s a snapshot view
• While these are the most prominent blogs, in no way are they the only important ones • Every niche has its own Top 100, both globally and regionally • Find the 100 that matter to you and figure out how to engage them in a conversation
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Slide 19: Research Methodology
• For each top 100 list of local influencers we looked at
– Who are they and what they cover – How often they talk about multinationals/local companies
• In addition, we zeroed in on the top 10 in each region to find out how often they link to
– Each other – Regional media – US media (CNN, NY Times, CNET, USA Today)
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Slide 20: Global 250 Dominated by US Blogs
• Most of the 250 most influential blogs worldwide are published by Americans
– The top Italian blog ranks #28 – The top UK blog ranks #139 – The top German blog ranks #164 – The top French blog ranks #518
• The French and Italian #1’s also publish in English
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Slide 21: Top 10 Influential UK Blogs*
• Gapingvoid • The Layer of the Crab of Ineffable Wisdom • EU Referendum • Tech Digest • Plasticbag.org • Samizdata.net • Chromasia • Londonist • Iain Dale's Diary • Mind Hacks
*Data
gathered manually
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Slide 22: UK 50 Post Daily and More Often About Companies Than Issues
• • • • • • 70% post daily 66% have written about a local company 44% have discussed multinational companies 22% cover news and politics 12% write about global issues 14% write about local issues
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Slide 23: UK 50 Cover Local Corporations Infrequently
UK 50 posts per day on British Airways
UK 50 posts per day on Sainsbury’s
UK 50 posts per day on Tesco
UK 50 posts per day on Royal Mail
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Slide 24: UK 50 Discuss Multinationals More Frequently Than Local Companies
UK 50 posts per day on McDonald’s UK 50 posts per day on Dell
UK 50 posts per day on Microsoft
UK 50 posts per day on Samsung
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Slide 25: Top 10 French Blogs
• Loic Le Meur Blog • Pointblog.com • Techcrunch en Français • Journal d’un advocat • Blog à la ciboulette • Clea Cuisine • FredCavazza.net • Standblog • presse-citron • internetactu
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Slide 26: French 100 More Personal in Nature
• 30% are personal journals • 22% cover technology and business • 19% talk about cooking • 11% focus on culture and entertainment • 11% cover news and politics • 7% cover media, marketing and PR
19% 11% 30% Media, Marketing, PR 11% 7% 22% Technology, Business News, Actuality, Politics Private logbook Cooking News, Culture, Entertainment
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Slide 27: A Third of the French 100 Post Daily
• • • • 35% post every few days 35% post daily 20% post multiple times per day 10% post weekly
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Slide 28: Local Corporations Barely Register with the French 100
FR 100 posts per day on Peugeot
FR 100 posts per day on Suez
FR 100 posts per day on Alstom
FR 100 posts per day on Bouygues
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Slide 29: French 100 Discuss Multinationals More Often Than Local Companies
FR 100 posts per day on Coca Cola FR 100 posts per day on Dell
FR 100 posts per day on Microsoft
FR 100 posts per day on Samsung
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Slide 30: Top 10 German Blogs
• BILDblog • Spreeblick • Zeitgrund Blog • Basic Thinking Blog • 4nul4.de • Lawblog.de • Ehrensenf Internet TV • Dr. Web Magazin • Netzpolitk.org • Werbeblogger Weblog
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Slide 31: A Quarter of the German 100 Cover Technology
• • • • • • Most post daily 25% are about technology 22% are private diaries 12% cover media or/and PR 11% deal with culture and entertainment 8% cover politics
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Slide 32: German 100 Also Are Not Very Interested in Local Corporations
DE 100 posts per day on VW
DE 100 posts per day on Siemens
DE 100 posts per day on De. Telekom
DE 100 posts per day on Lufthansa
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Slide 33: German 100 Interest in Multinationals Is Weak
DE 100 posts per day on Coca Cola DE 100 posts per day on Dell
DE 100 posts per day on Microsoft
DE 100 posts per day on Samsung
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Slide 34: Top 10 Italian Blogs
• Blog di Beppe Grillo • 7 in Condotta • Italia SW Recensioni • Blogosfere • Roundhouse Kicks • manteblog • Robinik.net • Macchianera • i SW4n • Daniele Luttazzi
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Slide 35: Nearly Half of the Italian 100 Are Personal Diaries
• • • • • • Bloggers post at least twice a week 43% are personal diaries 27% talk about politics 11% cover tech 16% cover entertainment 3% are about sports
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Slide 36: Italian 100 Lack Interest in Local Corporations
IT 100 posts per day on Prada
IT 100 posts per day on Ducati
IT 100 posts per day on Autogrill
IT 100 posts per day on Ferrero
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Slide 37: Multinationals Also Barely Register with the Italian 100
IT 100 posts per day on Coca Cola IT 100 posts per day on GM
IT 100 posts per day on Microsoft
IT 100 posts per day on McDonald’s
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Slide 38: Top 10 US Blogs
• Engadget • Boing Boing: A Directory of Wonderful Things • Gizmodo, The Gadget Guide • The Huffington Post • Daily Kos: State of the Nation • Techcrunch • PostSecret • Lifehacker, the Productivity and Software Guide • Crooks and Liars • Michelle Malkin
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Slide 39: US 100 Are Not Personal in Nature
• • • • • • Most post daily 34% are about technology 26% deal with culture and entertainment 25% cover politics 12% cover business 3% are personal diaries
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Slide 40: US 100 Discuss Local Companies
US 100 posts per day about Verizon US 100 posts per day about Best Buy
US 100 posts per day about Bank of America
US 100 posts per day about Macy’s
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Slide 41: US 100 Obsessed with Multinationals
US 100 posts per day about McDonald’s US 100 posts per day about Microsoft
US 100 posts per day about Dell
US 100 posts per day about Samsung
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Slide 42: Linking Behaviors Reflect Cultural Nuances in Each Region
• The US top 10 link to
– US media sites 22% more than they do each other
• French top 10 link to
– Each other 29% more often than regional media
• Italian and German top 10 feed on the regional media
– Italy 10 link to the four biggest regional news sites 400% more than they do to each other – German 10 link to the regional media 10 times as often as they do to each other
• Top 10 in each region do link to stories and blog posts in other languages, but infrequently
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Slide 43: Conclusions
• To influence the influencers, you need to take both a local and a global view of the conversation • The dialogue in each region is fairly balkanized and reflects the local culture and influences. However, it is influenced by media and blogs in other countries • Companies and brands are discussed in European blogs, but not nearly as often as in the US or as product categories are talked about. • You have a big opportunity to become part of the conversation by listening and developing programs
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Slide 44: Your Opportunity
• • • • Find your influencers and global narrative Listen to the conversation globally and locally Engage in conversation to grow your share Empower your employees to communicate continuously to become more authentic and human
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