Posts Tagged ‘kenny sia’

Are Bloggers Really Influencers?

May 4, 2008

The topic of “influence” has appeared a number of times, generated out of the “Why social media struggles in Singapore” post. I was writing that post from the corporation’s point of view, and questioning whether a certain factor (size) may be a factor that has hindered social media’s growth.

But let’s look at this from the point of view of the consumers: Are we really influenced by bloggers?

What The Research Says

Forrester\'s Research

Edelman Research

Result summary: People trust “people like themselves” the most, an “bloggers” the least. Okay wait, before you stop reading this right now and say “Okay, let’s cancel our blogger relations initiative”, read on.

Are Bloggers Really Trusted The Least?
When I saw the findings, my first thought was “But, what if a blogger is someone like me?”. This is something lacking in the research, and is brought up by Jason Mical and Jeremiah in the comments:

[By Jason]I believe about marketing and the direction it’s going in the digital space, and you have a proven record of posting insightful things that I find useful in thinking about this as well. So I would classify you as ’someone with my interests’ before I would classify you as a blogger in this regard.

[By Jeremiah]I agree, I wish I had more insight to how the questions about “do you trust blogs” were done. We need to see the context, as it could be broken down to:

“do you trust bloggers with similar opinions, that you read frequently”


“do you trust random blogs you stumble across”

Perhaps the questions could even be posed a different way: “do you trust the opinions of bloggers?”

I don’t think the lines between “people like me” and bloggers are as far apart as the research shows. And I definitely do not think the results are as disparate as the research claims.

I have a couple of case studies I thought of off the top of my head, tell me if they make sense to you, and keep in mind this is written from the point of view of a consumer.

Case Study 1: Xiaxue
I don’t read her, definitely don’t identify with her, to me she’s a “blogger”. But how about the 20 thousand people who read her blog daily? Does she have no influence over them? From the amount of comments generated in her defense whenever someone slams her, I’d say she has considerable influence over them.

Case Study 2: Kenny Sia
I had the privilege of meeting Kenny at the IDC Conference and he blogged about it, linking me. That one post generated almost 1,500 traffic to my blog, the next closest being with about 500. I’m not sure how you want to classify, but looking at the data, clearly 1,500 people think Kenny is not “just a blogger” but someone who influences them and makes them think “I identify with Kenny, he thinks Daryl is worth putting a link to, so that might probably be interesting to me too”, and hence the clicks. I can’t speak for everyone, but that’s definitely my personal thought process when browsing blogs.

Case Study 3: FriendFeed
FriendFeed is growing in popularity in North America. The level of activity after it opened from beta is exponentially higher than the level of activity before. Let’s look at the other categories from the research. Review on tv? Review on retailer site? I don’t think so.

Friendfeed was spread via word of mouth online from people who follow the early adopters and advocates like Louis Gray. Certainly I don’t know Louis personally (though we’re mutual readers of each others’ blog), but neither is he some anonymous blogger online. He’s someone I know covers a great niche in the social media space on rss aggregation, and I’m interested in all things social media, hence I definitely trust and believe his opinions. In fact I also signed up for LinkRiver, AssetBar and Yokway based on his recommendations. Admittedly I only use LinkRiver with any frequency, but I think that’s attributed to the product rather than the medium (Louis).

This post has gone on a little longer than I thought it would and I have a few more thoughts on reach as well as “weak” links or influences which I’ll try to post this evening. In the meantime, what do you think? As clear cut as the research suggests? Or are there intricacies at work that are unexplored? Do you classify bloggers in the same category as “people like me”? Or are they clear and distinctly separated?


Who The Other IDC Panelists Are (They’re All Much More Popular Than I Am)

April 21, 2008

I got home thinking about the final post on the IDC Conference and saw this:

138 views from Kenny Sia, a Malaysian blogger who was at the IDC Conference as well. I didn’t get to interact with Kenny that much, but I know he’s pretty popular both in Malaysia and Singapore.

Meenakshi aka The Compulsive Confessor was who I spent the most time with (probably cos we’re the closest in age), and I must give her credit for what she writes particularly taking on the age/societal/cultural gap in India. The team researching India for our Social Media in Asia Wiki highlighted some of these issues, and it was great hearing it first hand. She has a book deal. Do I need to prove her popularity?

Finally there’s Victor from Hong Kong aka Hong Kong Phooey. He blogs mainly about tech (check out the recent entries on the ultra-portable PCs). Also, 400,000 hits in 18 months. Amazing.

In the short time I had to interact with these bloggers, I think they’re all incredibly smart and definitely understand how web2.0 and social media work within their niches. Clearly we share different audiences, but that’s the beauty of it isn’t it? That four different people can be blogging about four very different passions, and yet be invisibly united by social media.

My First Social Media Discussion Panel!

April 15, 2008

I’ve been invited to IDC’s conference: IDC’s Asia/Pacific Directions 2008
“Tech X.0: Mastering New Business Models and Markets”
at the Grand Copthorne this Friday. It’s a full day conference talking about various aspects of Web2.0 and the lineup looks pretty interesting.

The panel I’ll be present at is at 3:30pm, called Generation Y and the Emerging Power of User-generated Content

What makes younger generations tick? How do you reach them as a company and why is self-expression in the form of user-generated content becoming so important to today’s Internet generation?
Claus Mortensen moderates a panel of prominent young bloggers from around the Asia/Pacific region to get their perspective on these issues and more. This panel will give the audience a great opportunity to understand what motivates today’s “Generation Y”.

The other panelists are Kenny Sia, The Compulsive Confessor and Hong Kong Phooey.

Tickets to the whole conference are available (and a little expensive), but I think businesses can definitely benefit from it. But for those of us who don’t otherwise have the money to spend, there’ll be a live webcast where you can ask questions to the panel. (Please don’t ask some killer question, ok?)

Quite a big honour to be invited to the panel since my presence in the social media world is probably about 100 days. Hope it’ll be a great experience!