Richard Jalichandra CEO of technorati

BlogWorld Notes: State of the Blogosphere keynote by Richard Jalichandra @jalichandra @blogworld #bwe09
Keynote link: http://blogworldexpo09.sched.org/event/25e08630a9d573177753f49af79d031e

Notes:
The state of the blogosphere is strong
The blogosphere is not dying or leveling off but thriving
Blogging is becoming mainstream
Mainstream is using blogging platforms and writing style
Blogs are media

Professional bloggers are keeping the blogosphere strong

Hobbyist – 72%
Professionals 28%
Professional Self-Employed
Professional Corporate
blog full-time for a company

Who are the professional bloggers?
2/3 male
60% 18-44
More affluent and educated than the general population hobbyist bloggers
2 out 3 blogging more than 2 years
Average of 4 blogs
17% say blogging is their primary source of income

Professional are even more prolific in 2009
Main stream media says bloggers are unprofessional,

Why are people blogging more:
Enjoy interacting with audience
interacting with other bloggers
valuable for promoting business
enjoy the attention

Professional bloggers and mainstream media
40% of bloggers have worked with traditional media
27% are still employed by traditional media
73 agree blogs are taken more serious
more agree newspapers won’t be around

Twitter
73% of bloggers use twitter
All bloggers #1 use of Twitter is to promote their blogs
Share links
understand what people are buzzing about
interact with readers

Style & Tone:
Hobbyist Personal, Professional Topical

Professional invest more time & resources
24-32% blog 10+ hours a week
10% blog 40+ hours
Pros invest 7x more money
The top 5,000 generate 100x more post
Professional are using tools:
a. commenting
b. search
c. trackbacks
To drive traffic
a. technorati
b. google
c. paid ads

The upside of bloggging
Success metrics
a. unquie and page views

Pros’ the benefits of credibility
a. 71% have greater visibility in their industry
b. 63% clients have purchased
c. company now a thought leader
d. asked to speak

Monetization and Revenue
Professional bloggers monetize their blogs via

a. 40% display ads
b. search ads
c. affiliate links
d. paid postings
e. self-employed bloggers are likely to sell their inventory through a blog ad network
f. 2 out of 3 part-time bloggers use self-serve ad platforms

Brands and the blogosphere
a. 70% of bloggers blog about brands

Professionals plan for the future :
Expansion and brand extension
a. blog more frequently
b. expand the topics that I blog about
c. Publish a book
d. speaking opportunities

Advice from the pros
a. Be Passionate

So…..How Many bloggers does it take to screw in a light bulb?

On Monday morning Technorati will start posting the State of the Blogosphere on Technorati.com

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