Notes: Blogging II

Blogging Part II
February 6th, 2008

Obama’s 28 Million Online – Obama raised over 32 million in January alone, he has 170,000 new online donors.  This type of grassroots fundraising has been extremely successful; we may see traditional fundraising methods dying.  Hillary is getting her funds from big donors, and as we can see is not doing as well as Obama.  He is reaching out and receiving support from the “tail,” money is coming in organically; while Hillary is getting her support from the “head” We may see an end of big money donors.

Ex – Hart’s campaign died because the $ that they were raising was just not coming in fast enough to continue fueling the campaign. If Obama is the Democratic Candidate, it will be because of his fundraising

Barak Obama Music Video – voter generated after Hew Hampshire Primary, had 1.8 million views, this video speaks to a generation that understands the imagery used –Jesse Jackson…etc
Average online viewer is 39 years old
Average blogger is in their mid 40’s
2008 will be remembered by the way voter’s content has changed the campaign and changed the way money is being raised.  In 2004 online video didn’t exist
When we look back on this election we will see ordinary people who have had great influence outside the normal campaign infrastructure.

Challenge is that the there is no control over the content supporting a candidate, and when you tell people that they cant do something it fuels online content!

Ex –Howard Dean’s campaign –fumbled on Meet the Press, got dismissed as a candidate…but then money started coming in via his website people wanting to support him for having a different opinion.

4.  News:

There is an article in the New Yorker from October about the Long Tail and Classical music, how it has been saved online.  The onezies and twozies add up!

Data Mining – is the principle of sorting through large amounts of data and picking out relevant information.  There are companies that look at consumer data to find pockets.

Ex –the Bush campaign took this to whole new level –micro-campaigning, sending information out to a highly targeted group of individuals.

The Truth Laid Bear –how to find out if a blog is a respectable blog.  Tracks how many blogs link to a given blog.  Categories range from:
Higher Being category –has the most popular blogs
Insignificant Microbes –the least read blogs
Good example of the Long Tail: there are millions and million of blogs that never get visited or seen…in the tail.

Sitemeter – A way you can track how many people visit your blog.  You can use this to see if you go from insignificant to a higher being!

Other Blogging Platforms:  Type Pad, Moveable Type, and Blogger, which is owned by Google

5.  Non-traditional types of blogging…both relatively new movements

Micro Blogging – Twitter is an example of micro blogging, this is a site that was launched about a year ago at a tech conference.  It is cell phone based blogging.  Very much like SMS – you have 140 characters to reply with, you can blog from your cell phone, it’s easy and fast.  On twitter you can sign up and follow other friends, colleagues, etc.

Twit –is the term for what you are sending –“Sent a twit”

2 Other microblogging platforms are:  Jaiku and Pownce

People use microblogging to get information in real time, while they are happening –so in minutes they can make a decision…it’s like a big corkboard.

Steve Rubel – uses Twitter all the time, his blog Micropersuasion is one we should start reading,  he basically invented online marketing.

T-logs – Tumblelog is a mishmash multimedia of blogs, it’s not text heavy, it is more image-based and video-based.  It has a traditional format of a blog.  Example of a big platform for this – Tumblr, David Karp came up with Tumbler.  Ex of a Tumbler Blog is Julia Allison’s tumbler blog.

Blogging is moving toward these 2 categories – tlogs and microblogging; we will start to see more and more of these.

WordPress is not really made for images; Tumblr is a multi-media platform first.

6.  Lecture:  Bringing blogging back around to a quasi conclusion.

Challenges – We have come to a point where mass media is splintering –for the first time we are not all reading the same news, we are choosing to get media in different ways.  Don’t underestimate the power that iphones and TVO will have on media.  The time shifting, and what this does to a culture that use to all watch TV at the same time.

You now don’t have to catch the program on TV; this is a real fundamental change in how we consume media.

There is a wealth of new voices being introduced

Jim Fallows: This is changing public discourse –there are no truths.

We are getting educated at very different levels, for example the voters for Kerry got there information through different mediums than voters for Bush.  Challenges for marketers are that people are being misinformed

Two programs that the “most educated” watch today –Colbert Report and Jon Stewart.

Journalism brought this on itself – strived to deliver both sides of the story all the time, staying neutral, not taking a position on what was write or wrong.  A fundamental avocation of a true challenge –He said vs. She said Journalism.
Who knows where the truth lies – this has given rise to blogging, finding the truth.  And media was not doing enough of this.

Today we see newspapers cutting their staffs. CBS was a world wide network – but over the course of the 90’s gave it up – Garrett argues that they’d be better off if they would have kept opening foreign bureaus instead of paying KCouric’s salary. CBS had 11 foreign bureaus –not 1 correspondent based permanently in the Muslim world.
NBC – ll countries
CNN – 26 oversees bureaus
Washington Post – has 1 reporter that covers India, 2 for China, 2 for Africa…

That is the footprint of the past, 1 reporter for every billion of people.  A lot is being missed.
Ex -1989, there were 3 networks that spent 4000 minutes on foreign news
By 2000, there were 1300 minutes -1 minute per network per night in the US
By 2005 –post 911, mid Iraq war –CBS was in the lead at 894 minutes of foreign news 2.5 minutes per night –just on this station, ABC didn’t even make 2 minutes

People are not seeing what they want, so they are going out and finding it themselves.
Warnewsradio – college students at Swarthmore – thought the news was doing a bad job of covering the war in Iraq – went out found phone directory, called Iraqi citizens – did a better job reporting on the war then mainstream media – they had no reporting background.

People are no longer content with “He Said vs. She Said” news –they want facts, want to be education and want better media.

It is easy now for people to seek out the media that they agree with – you don’t have to be confronted with media you don’t like.

With media being filtered through prisms, separate realities of how people consume the media…How as marketers do you get the consumers the real facts to be educated?

Explore posts in the same categories: Class Notes, Spring 2008

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