Tag Archives: Blogs

Blogging future: leverage the long tail opportunity



I’ve been spending an interesting afternoon at Apple Expo in Paris yesterday with my dear friend Christophe Ginisty. Beside being Apple’s PR, he’s also renowned for his blogging activity. He organized a debate about blogging future. Asking candid, or was it, questions about whether blogging is just a fading trend or a ramping up attitude.

I tried to make a point there that I wanted to share with you. Blogging is to press media what video sharing (YouTube, DailyMotion) is to TV, and Music sharing (MySpace) is to Records. Blogs success in my opinion lies in the ability for anyone to publish articles without a financial equation supporting it and with very low barriers to entry. Blogging is free and easy (no web design skills required), to be compared with the press where audience must be as large as possible for advertising revenue to enable it, and where printing or broadcasting requires technical and financial muscle. The same is true for video and music production and distribution compared to the new free or close to free e-capabilities.

Blogging, publishing music and video on the net doesn’t require a large audience either to be possible. It is enough to have a few hundred interested people and you can keep going. But adding up these very diverse communities of interest leads to a massive audience. This is the long tail opportunity that the net offers. To be compared to Business 2.0 magazine not publishing anymore, despite facebook community trying to rescue, by economic failure.

So to me, all these individual contributions to the blogosphere, videosphere, photosphere and musicsphere are here to stay, widen and provide a huge creativity and freedom expression area without a capitalistic equation attached.

Enterprise 2.0 is here to stay



Fellow marketers, I’ve been away for quite some time, focusing on some quality time without a computer (can you believe that?). I’m back, energized and ready to roll!

I wanted to open it up to a new topic, here on Marketing 2.0, that is keeping my team busy for quite some time now: Enterprise 2.0.

I’m sure you heard the buzz word before and maybe took a more in depth look at it. But I guess for those working in the IT industry and already involved in the Web 2.0 phenomena it’s the natural question to ask ourselves: what are the Web 2.0 attributes, social behaviors and underpinning technologies bringing to the enterprise? Is this only about taking blogs, wikis, RSS feeds and what have you, to your intranet? Or is it a more profound paradigm shift that will finally unleash the expected new enterprise species of the new millennium?

You bet some of our gurus have been writing and pitching about it as the yearly Enterprise 2.0 conference can attest. Let’s hear some of the most visible. First of all, spend about 10mn to view this introductory video on ZDNet Web 2.0 for the enterprise.
You can then take the direct and simple view of Andrew McAfee’s Enterprise 2.0 definition:

Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies and their partners or customers.

Of course what Andrew develops beyond that definition is more complex but is basically centered around a new stage in knowledge management. But I am more in sync with Don Tapscott‘s views about it. If you did not read at least one of Don’s best sellers, I encourage to start with Wikinomics. To give you a feel for it:

The rise of pervasive, networked IT is fostering new business strategies and designs that enable firms to create differentiated value, lower cost structures and therefore increase their competitive advantage. A new model of the firm is emerging – the Enterprise 2.0. Firms that embrace this model succeed and compete well. Those that do not decline.

If you’re now thrilled and ready to spend 40mn or so, listen to Don’s pitch at the Enteprise 2.0 conference. It’s fun and enlightening.
Finally, and to close this first post about Enterprise 2.0, I found Fred Cavazza’s in depth post What is Enterprise 2.0? about it very useful to provide a solid 360 view.
Stay tuned for more, Enterprise 2.0 is here to stay.

State of the Blogosphere


The blogosphere is just expanding like crazy. But you might wonder: what are the numbers? Thanks to Technorati, delivering numbers on a quarterly basis, here are the latest trends released and commented by Dave Sifry in his post The State of the Live Web last week:

  • 70 million blogs are currently tracked
  • About 120,000 new blogs are created each day, or…1.4 new blogs every second
  • 3000-7000 new splogs (fake, or spam blogs) created every day
  • Peak of 11,000 splogs per day last December
  • 1.5 million posts per day, or…17 posts per second
  • Growing from 35 to 75 million blogs took 320 days
  • Japanese the #1 blogging language at 37%, English second at 33%, Chinese third at 8%, Italian fourth at 3%, Farsi a newcomer in the top 10 at 1%
  • English the most even in postings around-the-clock

One quote gives you a feel for whether blogs are a fad or here to stay:

Since our last State of the Blogosphere report in October 2006, we’ve seen a slowing in the doubling of the size of the blogosphere. This shouldn’t be surprising, as we’re dealing with the law of large numbers – it takes a lot more growth to double from 35 million blogs to 70 million (which took about 320 days) than when it doubled from 5 million to 10 million blogs (which took about 180 days).” — Dave Sifry

Interesting as well is the popularity of blogs compared with traditional or media websites. During Q3 2006 there were only 12 blogs in the Top 100 most popular sites, in Q4 this is rising to 22. Even more, the audience tends to distinguish less and less blogs from official media sites as NYTimes and considers blogs as news providers. Is this the rise of Press 2.0?

Enjoy and spread the numbers out there. Blogs should be part of your Marketing 2.0 dashboard.

ZoomClouds: tags cloud on your blog easy


As the blogger platform doesn’t offer by default the ability to create tags cloud, I was looking for a simple way to just insert one from a third party. I like tags cloud a lot, it gives you in an eye blink a feel for what a blog is about.

I’m now using ZoomClouds for several days and it seems to work just fine. Go ahead a create one, it’ll provide some additional metrics about what topics your blog readers take a look at. On top of it, it generates automatically tags for you on top of the labels you have created.

IBM stumbles twice on its IT leadership, HP is the new King of IT


This is what we could call a defining moment. IBM will stumble twice on its results this quarter. First, IBM (IBM) global revenue should be now slightly smaller than the one from HP (HPQ), check Link to HP passes IBM as IT leader. HP’s revenue for its 2006 fiscal is surging to $91.7 billion and IBM is expected to finish his at $90 billion on December 31st. Then Accenture (ACN) took the integration services crown from IBM according to an IDC report, read more about it in Accenture tops IBM as leading systems integrator, NetworkWorld. IDC started tracking systems integrators back in early 90’s and mainly attributes this success to the explosion of SOA related services. Accenture announced back in July that they planned to invest $450 million in SOA services over the next 3 years.

What a change! To give IBM another food for thoughts, Google (GOOG) market capitalization is $140 billion with its 5,700 employees, exactly the same as IBM’s one with its 329,000 employees. Track the stock comparison chart between IBM, HP, Accenture, Google and Dell here. It is not yet reflecting HP successes, but gives already Accenture ahead of IBM. Of course, as we already noticed in Marketing 2.0 in Is your brand relevant on line, some new Marketing 2.0 elements are influencing the stock value. In HP’s case, its recent turmoil at the company’s top could have started a negative buzz about the company’s legendary ethical values. When is HP starting its corporate blog? Come on, fellow marketers at HP, take a chance on Marketing 2.0. Wait, they’ve started several of them. Here they are. But where is Mark Hurd’s? Eric, that is Eric Kintz HP Vice President Global Marketing Strategy & Excellence, as you seem to be a Web 2.0 savvy marketer — read his blog all about marketing — couldn’t you have more influence on your CEO?