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Ch02 Part 1-3 - Current and future trends

Page history last edited by ym@... 12 years, 11 months ago


Ch02 Part 1.3 - Current and future trends





1.      Blogging in USA

2.      Blogging in UK and Europe

3.      Blogging in Asia

4.      Mobile media

5.      Trends – retirees and millenials/ children

6.      Recruiting millenials




1.       Blogging in USA

·          First blogger – Justin Hall: see Ch02 - Brief History v01

·          Weblogs Inc – monetizing blogging: see Ch02 - Bnrief History v01


o        Wikipedia entry/ history - Weblogs, Inc. was (and is) considered the largest-scaled attempt at enterprise blogging. The network sells an inventory of display advertising space supplemented by Google AdSense. Revenue from AdSense alone was claimed to be approaching $1,000,000 USD per year. http://en.wikipedia.org/wiki/Weblogs,_Inc.


·          Grew rapidly post 9/11; source of news and info during Iraq conflict; Baghad Blogger - www.andybudd.com/presentations/blogging/blogging.pdf.  Also downloaded in Ch02 folder


·          Brief history of business blogging in Businessweek - http://www.businessweek.com/magazine/content/05_18/b3931001_mz001.htm. “A prediction: Mainstream media companies will master blogs as an advertising tool and take over vast commercial stretches of the blogosphere. Over the next five years, this could well divide winners and losers in media. And in the process, mainstream media will start to look more and more like -- you guessed it -- blogs.”

2.      Blogging in UK and Europe


·          When did blogging start in UK?


o        British Blog Directory - http://www.britblog.com/ - creator Mark Sweeting -  http://www.sweeting.org/mark/blog/about. Interview him for his views re when blogging started in the UK?

o        Rise of political blogging during 2004 UK election - - www.andybudd.com/presentations/blogging/blogging.pdf.  Also downloaded in Ch02 folder


·          Blogging in Europe


o        Swiss magazine sends reporters to report on French riots using a blog - http://www.nytimes.com/2006/01/30/technology/30riots.html?_r=1&oref=slogin Jan 2006 New York Times


o        Naked Conversations references to French business blogger LeClerc.


o        Political blogging in 2007 French elections - http://news.bbc.co.uk/1/hi/world/europe/6272411.stm


3.      Blogging in Asia


·          Universal McCann “Power to the People” survey

http://www. universalmccann.bitecp.com/pttp_global_overview.pdf

o        See also press release with contact details http://www.universalmccann.bitecp.com/press_release_pttp.pdf

o        Both pdfs saved in Ch02 folder

o        Commentary in Thai online news site


- http://www.nationmultimedia.com/2007/07/27/technology/technology_30042710.php :

 Mark Ingrouille, CEO of McCann Worldgroup Thailand, says that the trend in social media participation is moving slower in Thailand but sees the market catching up quickly./// "Infrastructure and government censorship right now are Thailand's biggest barriers to faster acceptance of social media," Ingrouille said. "Blogs and photo sharing sites require fairly robust broadband connections, while many internet users in provincial areas are still dialing up the old fashioned way. And government blocks on "offensive" sites such as YouTube doesn't help encourage the free exchange of content on which social media is based."


4.       Mobile Media


·          African Media Development Initiative –http://www.bbc.co.uk/worldservice/trust/specials/1552_trust_amdi/page9.shtml.


Produced a Report 2006 - BBC World Service project, supported by the Gates foundation among others

http://downloads.bbc.co.uk/worldservice/trust/pdf/AMDI/AMDI_summary_Report.pdf . And saved in Ch02 folder


In the countries surveyed, media are serving populations that are growing, primarily among young, rural and non-literate demographic groups. Radio dominates the mass media spectrum with state-controlled radio services still commanding the biggest audiences in most countries but regional (within country) commercial stations demonstrating the largest consistent increases in numbers, followed by community radio, where growth, although

significant in certain countries, has been inconsistent. Television is less widely available, especially in rural areas, although it is seen as a growing force. Newspapers remain concentrated in urban centres with varying growth patterns across the countries. In the new media sector, the adoption of mobile telephony has been the most spectacular, far exceeding uptake of the Internet.

·          Children swap music via mobile phones – BBC report 08 Dec 2006 - http://news.bbc.co.uk/1/hi/technology/6217998.stm

·          Mobile entertainment to double – BBC report 20 Dec 2006  http://news.bbc.co.uk/1/hi/business/6197653.stm   Increasingly mobile operators are introducing search tools and personalised portals.”

·          Consumer mobile media survey 26 Mar 2007  http://www.strategyanalytics.net/default.aspx?mod=ReportAbstractViewer&a0=3335 

“Demand for access to Web services via mobile continues to grow strongly in the US. Early findings from our latest consumer survey point to the power of brand names in influencing consumers’ perceptions of the desirability of mobile media services. Google search (26%) was the application that most respondents identified as wanting to have on their mobile with Yahoo! services and iTunes the next major draws (scoring between 18% - 22%). The survey supports our view that carriers should partner with these brands in order to pull demand through for their data access plans. Findings also indicate that, while interest levels in mobile TV are moderately high, this interest is not matched by willingness to pay for services. Consequently, bundling mobile TV into wider service contracts combined with crafting acceptable advertising propositions will likely be the approaches needed to drive widespread consumer adoption.”

·          However, the 2007 Mobile Phone Report (Aug 2007) reports fall in use of add-ons like listening to radio, internet access, downloading ringtones http://www.brandrepublic.com/Digital/News/732540/Mobile-users-turned-off-latest-media-services/   – “The 2007 Mobile Phone Report by Continental Research shows that the level of mobile users using add-on features has dropped in eight of 11 categories.”

5.      Trends – retirees and young people/ millenials/ children

Millenials and children


·          Ofcom Communications Market Report 2007 – 23 Aug 2007 - http://www.ofcom.org.uk/media/news/2007/08/nr_20070823


Fewer children are playing console and computer games (61% regularly did so in 2005 down to 53% in 2007), watching videos and DVDs (59% did so regularly in 2005 and 38% in 2007) and listening to radio (40% listened regularly in 2005 and 20% in 2007). Instead, they are using their mobile phones more often (50% regularly did so in 2005 compared with 53% in 2007), surfing the internet (47% regularly in 2005 to 52% in 2007) and using MP3 players (20% regularly in 2005 to 28% in 2007).


Older people are also consuming more media. The over 55s was the only age group to increase its average radio listening between 2002 and 2007 (up 5.5%). And older people are not just increasing their use of traditional media. Some 16% of over-65s use the web. These silver surfers spend an average of 42 hours online every month, more than any other age group. Indeed, far from being just a young person’s technology, one quarter of all UK internet users are over 50 and the over-50s account for 30% of total time spent online.


In depth article on Millenials from Claire Raynes Associates 2002; excerpt from Connecting Generations: The Sourcebook by Claire Raines - http://www.generationsatwork.com/articles/millenials.htm 

“Born from 1980 through 2000, the most influential years for this generation as a whole are the 90s and the 00s. They’re the first generation to grow up surrounded by digital media. “They’re the ‘Babies on Board’ of the early Reagan years, the ‘Have You Hugged Your Child Today’ sixth graders of the early Clinton years, and the teens of Columbine,” say Neil Howe and William Strauss in Millennials Rising (Vintage Books, 2000).”


·          Survey on community colleges developing online facilities to help students http://www.media.centerdigitalgov.com/CDE04_DigComCollegesreport.pdf  (also saved in Ch02 folder)

Investments in digital technologies have helped community colleges across America prepare for the needs and expectations of so-called millenials, the name given to a generation of 60 million people born between 1979 and 1994,

·          Presentation on millenials 2005 – tech savvy etc – by Mark Greenfield, University at Buffalo  http://www.dartmouth.edu/comp/about/departments/support-fiscal/webpub/seminars/highedweb-05/millenials.html (slides saved to Ch02 folder)

Attributes of millenials –


Focused on grades and performance.

Respectful of norms and institutions.

Peer pressure toward positive behavior.

"Hypertext minds" that prefer to leap around.

Intuitive visual communicators.

Sharp break from the attitudes and behaviors of Generation X

Free agents > teamwork.

Apathy > political action.

Technology elevates the individual > technology elevates the community.




Survey finds internet usage has edged ahead of DIY and gardening as OAPs' favourite hobby – AXA insurers survey 02 Feb 2007 http://www.axa.co.uk/media/pressreleases/2007/pr20070202_1100.html

o        Using the internet is the preferred hobby of pensioners

o        Four in ten retired people are regular e-shoppers

o        88% of silver surfers chat regularly with friends and family over the internet

·          Contrast 09 Oct 2003 survey by Oxford University - http://www.ox.ac.uk/blueprint/2003-04/0910/04.shtml

Fifty-nine per cent of Britons over 14 currently use the Internet, the survey found. The biggest difference between users and non-users is age: 98 per cent of school students are Internet users, 67 per cent of working age people, but only 22 per cent of retirees.


·          Advertising to Baby Boomers – specialist ad agency - http://advertisingtobabyboomers.blogspot.com/ - The Business Blog for nyrenagency, a creative and consulting firm specializing in the 50 Plus Market.

·          Seniors have formidable presence online http://www.directtraffic.org/OnlineNews/Baby_boomers_have_formidable_online_presence_18100932.html  23 Mar 2007 report on new research

New research from ThirdAge and JWT Boom reveals that people in their 40s, 50s and 60s in fact have a "formidable presence on the internet", which opens up a new and relatively unexplored avenue of online marketing.


Research results also point to the fact that marketers would do well to understand the value of an integrated media plans when marketing to ThirdAgers as 92 % visit an online Web site after they've read about it in a print article. 89 % typically visit a Web site after seeing a print ad, and 83 % visit a site after seeing a television ad. "The Internet is also the only medium in which marketers can develop a one to one, inter-active and trusted relationship with their customers," adds Whiteley. "This is an opportunity no one can afford to miss."  



·          Newsweek article on online networking for baby boomers – 15 Jan 2007 http://www.msnbc.msn.com/id/16500161/site/newsweek/  (saved in Ch02 folder)


Of course, only 1 million of the more than 215 million social networkers regularly active today are older than 50. But by the end of the year that number could explode to 20 million, says a new study from global analysts Deloitte, due out later this month. Silver surfers could prove to be an even more coveted online group than their teenage predecessors. "They're the future of social networking," says Paul Lee, director of technology research at Deloitte.

·          Social Network sites for baby boomers 


o        Eons.com  http://www.businessweek.com/magazine/content/06_42/b4005117.htm?chan=smallbiz_smallbiz+index+page_technology+  Anyone 50 and over can sign up for Eons and share post- retirement dreams with other members, blog about their dating experiences or trips to Africa, and page through and contribute photos and memories to a database of 77 million obituaries. Rather than decry the problems of aging, Taylor sees the prospects of longevity. Indeed, the motto of his new enterprise is, "Let's live to 100 or die trying."


o        http://www.boomj.com/ - social networking site launched 17 Jul 2007  “BOOMj.com is the first social network geared towards Baby Boomers and Generation Jones moving towards the new internet paradigm of Web 3.0,” said George Pursglove, President/CEO of BOOMj.com. “We were striving to provide a combination of content, community, commerce, context, and personalization, in conjunction with vertical search before we knew the formula for Web 3.0 officially existed. Our goal is to effectively communicate with our members and act quickly on their suggestions in order to build the best lifestyle network for Baby Boomers and Generation Jones.”



6.      Recruiting Millenials


·          The Millenials are coming: companies must keep up with the workforce of the future 22/03/2007 - http://www.onrec.com/content2/news.asp?ID=15922

Millenials will be completely e-literate, making increased demands on IT services. Some may, for example, make snap judgements on the attractiveness of a prospective employer based on the reliability of the company website.


Most of all they will be less loyal to employers than any generation before them. If they are unhappy at work, they will leave and go and work where the terms, conditions or corporate brand better meet their expectations and values. They will also be more interested in using their work as a bridge to other career opportunities through further education and training.


·          Who Generation Y is, their attitudes, and how to recruit and retain the next generation. www.nasrecruitment.com/TalentTips/NASinsights/GenerationY.pdf


Steps to Retaining a Generation Y Employee

1. Encourage their values: Any way to show appreciation for their individuality and let them be expressive will keep them around. Allow them to have input into the decision-making process. They want to be heard.


2. Train them: This is the most education-oriented generation in history. If you want a job well done, tell them how to do it. Complete training and availability of answers is the key.

3. Mentor them: They want to add to your company, not own it. Do not be afraid to give feedback, positive or negative. Make their work valid: Don’t just give orders, give the reasoning behind them. If you want them to do something, tell them why, in a way that lets them know the importance of the task to the company.

4. Show them how their work will contribute to the bottom line: They need to know they are making an impact.

5. Provide full disclosure: They value fairness and ethical behavior, while also being skeptical. If they feel you are not truthful, they will not be satisfied.

6. Create customized career paths: This will create a sense of control that Gen Y desires and will provide them with a realistic account of their progress and their future with the employer.

7. Provide access to technology: Having the newest and the best technology at their fingertips will attract and retain Generation Y employees.



·          Tolerant; 24/7; want things now - Merrill Associates article on millenials- http://www.merrillassociates.com/topic/2005/05/call-them-gen-y-or-millennials-they-deserve-our-attention/ May 2005

They are highly tolerant of differences. Green hair, tattoos, piercings, and ethnic foods are a small part of the diversity this generation has grown up with. Products of the civil rights movement and the children of boomer parents, they reject prejudice and are incredibly tolerant of other people – their looks, experiences and preferences. They expect that same open mindedness regarding them.


As a generation on the go, they expect most things in life to be fast and convenient for them. They are the 24/7-generation, used to shopping online at 2 a.m. or researching a product on the net so they can be prepared, informed buyers. While their grandparents grew up in the shadow of the depression and believed that patience was a virtue, this generation grew up in the information age where you never have to wait for anything. They believe the patient are more likely to be run over then rewarded.

·          Employees and Facebook/ social networking


o        Why you should let employees use Facebook – Mike Stopforth http://www.mikestopforth.com/2007/08/03/why-you-should-let-your-employees-use-facebook/ I bet you talent attraction and retention is top of your HR agenda. Possibly top of your business agenda. What message are you sending out to potential employees when you block Facebook? We discourage experimentation? We don’t like the Internet? New trends = taboo at our company? We don’t trust you???


o        Social networking sites and employee checks before  recruitment - http://www.llrx.com/features/goodgoogle.htm


In addition to the social networking sites, employers also use search engines and other Internet sites such as PeopleFinders.com, Local.Live.com (for satellite images of homes), Zillow.com (for real estate information), Feedster.com and Technorati.com (to search for blogs), Opensecrets.org and Fundrace.org (for campaign donations).

Many employers argue that due diligence requires they look up Internet profiles of all job candidates. Researching students is fairly typical among high-tech employers.[5] However, some employers feel the information on social networking sites is of a personal or artistic nature and not appropriate for consideration in determining employment. Would you ask about race, sexual orientation, sexual partners, past relationships, religion, body type, favorite book or movie, or ask to see photo albums in a job interview? Perhaps not, but you can glean this information from a web site. If it's publicly available information should you use it?


o        Marines recruiting via MySpace 27 July 2006 - http://onlinerecruitment.typepad.com/online_recruitment/2006/07/myspace_used_by.html


The Marines are using MySpace as a recruiting tool but not just by running banner or other advertising. The Marines’ MySpace profile contains streaming video of drill sergeants, wide eyed recruits struggling through boot camp, and seasoned Marines landing on beaches.


o        CIA on Facebook


Recruitment - Since December 2006, the Central Intelligence Agency has been using Facebook.com, the popular social networking site, to recruit potential employees into its National Clandestine Service. It marks the first time the CIA has ventured into social networking to hire new personnel. Wired – http://www.wired.com/techbiz/it/news/2007/01/72545


Conspiracy theory Aug 2007 http://www.nzherald.co.nz/section/story.cfm?c_id=5&objectid=10456534  - But there is a dark side to the success story that's been spreading across the blogosphere. A complex but riveting Big Brother-type conspiracy theory which links Facebook to the CIA and the US Department of Defence.


o        Recruit Millenials via social media – Feb 2006 http://www.itbusinessedge.com/item/?ci=12401


Forget reaching prospective employees through traditional channels. As employers look to recruit "Millennials," young people born after 1982, they must consider text messaging, blogging and podcasting. Savvy recruiters are visiting social networking sites, such as Friendster, to search for candidates. Blogs are important because they can help work environments seem less impersonal, one of the chief requirements for Millennials. Job prospects like podcasts because they can listen to them at their convenience. In an increasingly tight job market, these kinds of tools will help set companies apart, say experts. The good news: They are also inexpensive and relatively easy to produce.


o        US State Dept using Jobster to recruit – April 2006 http://www.federaltimes.com/index.php?S=1688478


Capitalizing on that trend, the State Department is using online social networking software to improve its pool of young candidates for job openings. The software — from Seattle firm Jobster — uses the personal and professional connections of employees and agency contacts to build an extended pool of candidates who are more likely to be well-suited for job openings.


o        Job candidates getting tripped up by Facebook: Many students learn the hard way that online image can limit opportunity 14  Aug 2007 - http://www.msnbc.msn.com/id/20202935/


As part of his due diligence check, Allen looked her up in Facebook, a popular social networking Web site, and found things that made him think twice. “Pictures of her taking off her shirt at parties,” he said. “Not just on one occasion, but on another occasion, then another occasion.”


o        I got a job via Second Life – Jan 2007 CNN - http://money.cnn.com/2007/01/22/magazines/fortune/secondlife_recruit.fortune/


"We hired people we had never met in the real world because we'd spent a year looking at the work they produced within Second Life, and the way that they approached the community," says Constable. "To a certain extent we knew each other... We knew that in Second Life, they were the best."


o        Ernst & Young recruits from FAcebook – Jan 2007  http://www.collegerecruiter.com/weblog/archives/2007/01/ernst_young_bec.php


On balance, I believe that this is a brilliant move by E&P. College students and other members of Gen Y reward employers who embrace transparency. This is a big step towards E&P becoming more transparent. It also sends a powerful message to students that E&P is listening to their needs, wants, and desires. Recruiters who tell highly qualified candidates that they must apply through traditional channels will lose those candidates if those candidates want to connect through newer channels such as Facebook because those candidates have options and they know it.


Actual facebook page http://www.facebook.com/group.php?gid=2204439307 – gives advice about going to interviews etc.


o        Film and media writer gets job from Twittering – http://vidiocy.com/blog1/2007/03/23/twitter-got-me-a-job/ March 2007


All you Twitter haters out there, listen up: since I became addicted to the site a few days before SXSW, not only has traffic at this blog tripled, but I’ve actually received several job offers.


o        Hedge fund manager loses job because of blog post about going to movie during a financial crisis - http://www.blogging4business.info/B4B/2755


o        Journalism job alerts via Twitter - http://www.journalism.co.uk/2/articles/53256.php


o        Check out www.jobster.com


o        Traditional marketing failing on social networking sites 17 Aug 2007 http://www.vnunet.com/vnunet/news/2196857/traditional-marketing-failing-social-networks


o        Traditional marketing campaigns are proving unsuccessful on social networking sites, according to a recently published report. http://www.vnunet.com/vnunet/news/2196857/traditional-marketing-failing-social-networks

The Forrester Research study suggests that most marketers still use traditional tactics like run-of-site advertising and static microsites to push messages into these networks./// However, the return on investment in these campaigns is very low, and marketers should be prepared to engage in a personal relationship with users by providing something of value.


o        Spotlight on: recruiting through social networks 17 Sep 2007 http://www.personneltoday.com/Articles/2007/09/17/42330/spotlight-on-recruiting-through-social-networks.html


Tips on recruiting via social networks./// “Goddard Gadd is also in the process of launching a site for Facebook in October, so it can network with professionals at executive and management level who, Fisher believes, are looking for more straightforward recruitment services.”


o        Asia Pacific lagging behind in using technology to recruit Sep 2007 - http://www.taleo.com/news/press/asia-pacific-companies-lag-behind-web-363.html


top publicly-listed companies in Hong Kong, Singapore and Australia are not maximising technology use in their corporate careers sites, failing to effectively capture talent through web recruiting


pdf of white paper survey saved in Ch02 folder part 1.3 – current and future trends folder



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