Embargoes and viral campaigns aren’t buddies

Phil Askey runs a site called Digital Photography Review, or DPReview, and seems to be on such good terms with camera manufacturers that he gets preview information and products to test before news are introduced to the public. These sneak previews are often under an embargo which means that DPReview has agreed not to disclose information before a certain date. Now Phil has become very annoyed by the fact that news, photos and rumours constantly “leak” from Nikon and Canon. According to Moderskeppet where I picked this story up, this is done intentionally by these companies in order to build a hype before a product launch.

DPReview posts about the rumours of a new digital Nikon D40 camera on Nov 6 and cannot confirm it until Nov 16, the date when the official press release is distributed. In the meantime such sites like Gizmodo and Engadget had already published detailed info and photos of the D40.

The effect on DPReview is that everyone already knows about this new product and the site that is supposed to be the expert now looks like a fool for not commenting. When they finally can, it’s already yesterday’s news.

So by trying to have it both ways, these companies are making bloggers happy, while they are destroying relations to other important stakeholders. A strategy that most likely will backfire.

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The hardest working blogger in Sweden

What does it take to become a successful blogger? Hard work is a good start. Many of the most linked to Swedish blogs post several times per day. This will not be a discussion about quality vs quantity, but an analysis of statistics from the blog portal Knuff.se tells us that the most linked to blogs are very frequent bloggers.

The trend line suggests that the very top blogs post more often than those lower down ont the top 50 chart. The average number of weekly posts among these 50 blogs is 17.59 posts per week, which is quite a lot. But there are huge differences between for example piratbyran.org (average 1 post/week) and the hardest working blogger in Sweden: Beta Alfa 2.0 (average 67.1 posts/week).

Here is the top 50 list (numbers are for number of blogs that link to this blog, and average number of posts/week):

50 Videofeber 54 : 17
49 Johan Ingerö 56 : 12
48 Bloggfrossa & Mannen som blev trött… 58 : 3.1
47 Annica Tigers Blog 58 : 10.3
46 kulturrevolution.se 58 : 24.9
45 The Libertarian In Room 101 61 : 8.9
44 Mickey J Barczyk 62 : 9.8
43 mymarkup.net 62 : 16.5
42 Blog Dizz! 62 : 3.6
41 Martin Jönsson om reklam och medier 63 : 15.8
40 Shopping 64 : 17.1
39 piratbyran.org 65 : 1
38 Det Ljuva Livet 65 : 9.6
37 deep|edition 65 : 31.6
36 Enpartistaten 67 : 2
35 NMI 69 : 3.6
34 Legally blonde 72 : 35.9
33 Linda K 72 : 40
32 Joel Malmqvists blogg 72 : 3.7
31 Sänd mina rötter regn 72 : 14.3
30 gudmundson 72 : 17
29 Camilla 73 : 7.1
28 $akine 74 : 11.2
27 stationsvakt 77 : 36
26 Det Progressiva USA 77 : 36.7
25 Media Culpa 77 : 5.4
24 SANDRA 78 : 18
23 Kulturbloggen 82 : 4.6
22 hotspot 85 : 20.9
21 sigrid 86 : 14.3
20 Oscar Swartz :: Texplorer 86 : 2.1
19 louisep.com | frihetspropaganda – 86 : 6.5
18 Henrik-Alexandersson.se 95 : 33
17 Beta Alfa 2.0 97 : 67.1
16 Linda Skugge 100 : 30.4
15 Stockholm Street Style 103 : 20.9
14 Liberalism-Capitalism-Globalisation: JohanNorberg.Net 105 : 10.6
13 Ytligheter 115 : 37.5
12 Frihet, Fildelning och Feminism 116 : 12.4
11 Engla´s Showroom 117 : 42.6
10 Ett liv i exil 122 : 15.7
9 Federley 122 : 16.7
8 Magnus tankar 124 : 6.7
7 Jinges Web och Fotoblogg 131 : 24.4
6 Copyriot 132 : 6
5 Isobels text och verkstad 133 : 9.9
4 Jonas Morian | PromeMorian 138 : 14.9
3 Karolina Lassbo – en glamourprinsessas dagbok 139 : 28.9
2 Esbatis kommentarer 147 : 17.6
1 Tjuvlyssnat 380 : 23.7

top50

Footnote: Stats are for top 50 as of Wednesday this week.

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20 social networking sites make up 4.9% of all online visits

Hitwise has published a very interesting report about CGM – Consumer Generated Media. The report provides a detailed picture of social networking and video sharing websites.

Some of the findings include:

– In September 2006, the market share of visits to the top 20 social networking websites accounted for 4.9% of all Internet visits. This was an increase of 94% compared to September 2005.
– Photobucket is the leading image hosting website, and its market share of visits has grown by 43% from March 2006 to September 2006.
– The market share of visits to YouTube increased by 249% in the six months from March to September 2006, and in September was the 26th most visited website by US Internet users.
– MySpace remains the king of social networking sites with 81.92% market share.

We also see that these sites are driving traffic into commercial websites:
– The share of upstream traffic from MySpace for the Telecommunications category was 89% greater in September 2006 than it was in March 2006.
– An apparel and accessories websites like Hot Topic received 17.4% of upstream visits from MySpace, which was its leading source of traffic.

Quite impressive numbers and a clear sign of the impact social networking sites have on consumers and businesses.

Did Lunarstorm miss the boat?
With these impressive figures at hand, you’ve got to wonder how the Swedish success community site Lunarstorm has been able to miss the social networking boom, or maybe they just peaked early. I did a comparison with Friendster which shows a depressing decline in usage of Lunarstorm. Now, I don’t know if Alexa’s numbers are anywhere near correct, but if they are, Lunarstorm is losing the battle. Statistics from KIA Index at least support the theory that Lunarstorm had more visitors in early 2006 than they do now. Does anyone know what the long term trend looks like?

lunar

 

When it’s time to stop fake blogging

I recently blogged about a fake blog by AMF Pension where a blogger claims he travelled through time. I think most of us got that this was fake from the very start, and that might be fine, although I would never recommend stealth blogs as part of marketing campaigns. But if it was slightly interesting at one point, it’s just embarrassing now that even AMF Pension’s Vice President admitted it was not true in his own blog. When the cat is out of the bag, it’s time to end it, guys.

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Tracking online communications

What does this blog have in common with Washington Post, Business Week, New York Times, news.yahoo.org, LA Times, Fox News and Jerusalem Post? We are all listed as top breaking news on Tailrank.com. Tailrank lists the news stories that are currently most linked to in the blogosphere. The Swedish portal Knuff.se does the same conversation tracking among Swedish blogs, but this is the first time I’ve noticed that Media Culpa has been picked up internationally in a similar context.

Apart from the sheer fun of being noticed, I think it demonstrates well how any source can be part of conversations online, regardless of financial muscles.

Footnote: Tailrank’s breaking news are continuously updates so you won’t find these sources on the front page for more than a few minutes.

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She blinded me with science

If you know your Thomas Dolby history, this quote from Dolby’s blog will amuse you:

“I nearly missed my plane the other day – I lost track of time and when I got to the gate it had already closed. But I could see the plane had not left so I banged on the door. A polite stewardess opened it and said ‘ah Mr Dolby, the captain was just wondering what happened to you!’ And as I sprinted down the ramp and onto the plane I heard blurted out from the cockpit ‘SCIENCE!’ (True!)”

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