1.
Connecting Standards Users
By using internet tools
2007 SES/IFAN
Conference
Haim Oren
Oren Web Marketing
(Represents Jupiter Research in Israel)
August 21, 2007

2.
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

3.
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

4.
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

5.
“Markets are conversations”
The cluetrain manifesto

6.
The Web 2.0 internet
The enabling platform for
Anywhere/anytime
conversation

7.
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

8.
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

9.
Blogs

10.
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

11.
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)

12.
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)

13.
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

14.
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.

15.
The benefits of Blogs
Publishable
Findable
Social
Viral
Linkable
Syndicatable

16.
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.

17.
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)

18.
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%,

19.
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)

20.
The Benefits of Wikis
Reducing costs
Keeping up with users
Enables anytime/anywhere sharing &
collaboration
Harnessing external talent

21.
Social Networks

22.
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

23.
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.

24.
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

25.
ISUS
A social network for Israeli standard Users

26.
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.

27.
Thank You.
Haim Oren
Oren Web Marketing
Email; haim@orenwebmarketing.com