Project: Development of a new platform and services designed to share web links and build a relevant network of blogs on the Internet

Blogging has never been bigger. From the coverage of major political events right through to commenting on particular dishes available in restaurants. When it comes to blogging there is an almost limitless amount of online involvement and interest._x000D__x000D_The blogosphere - that is to say those blogs already out there on the net and the writers who produce their content - has witnessed rapid and unrestrained growth during recent years. There were over 145 million blogs on the Internet in August 2010 compared to 63.1 million in December 2006 (Sources: Technorati, BlogPulse). _x000D__x000D_Blogs have established themselves as a recognised form of self-expression and an influencial and effective method of communication. And the growth of the blogosphere's influence on subjects ranging from business (e.g. Techcrunch, Innovation Unlimited) to politics (e.g. Students for a Free Tibet), or private life (e.g. Dooce) is continuing to grow and expand according to the SOTB 2009 study by Technorati. _x000D__x000D_Four “blogging profiles” were identified by PSB in 2009 (wwwpsbresearch.com):_x000D_- hobbyists, who blog for fun,_x000D_- part-timers, blogging to supplement their income,_x000D_- self-employed, blogging full-time for their own company or organization,_x000D_- pros, who blog full-time for a company or an organization._x000D__x000D_The common point between these profiles lies in the bloggers’ keen desire to communicate in a personal and sincere way through blogs and with the greatest number of friendly and like-minded contacts possible._x000D__x000D_It is high traffic on a particular blog which makes it successful. It also happens to be the most effective way to ensure a greater capacity for blog monetization (66% of bloggers intend to monetize their blogs according to SOTB 2009). _x000D__x000D_That is why blogs are now in demand as efficient management tools there is such a strong desire to drive traffic towards a particular blog._x000D__x000D_Bloggers currently use external tools such as Google Analytics, Sitemeter or Statcounter for traffic management. These track movements which have taken place on sites and provide a precise and statistical view of traffic._x000D__x000D_Bloggers reCO in demand as communication tools promoting the visibility of their blogs on other sites – the objective being traffic increase. Technical solutions do exist (such as online advertising) but have a price that bloggers are reluctant to pay._x000D__x000D_Bloggers are anxious to communicate with relevant and secure contacts and as a consequence go out of their way to avoid all contact with incompatible or “fake” blogs._x000D__x000D_Within this context, and with a view to providing bloggers with an original and creative solution to their needs, the research and development (R&D) performing French small and medium sized (SME) company KNX Software asked the leading Belgian integrated marketing and communication agency EXPANSION to work an the INTERBLOG project._x000D_This 24-month project aims to develop a new web platform and service designed to share web links and build a relevant network of web blogs based on the free use of an innovative and autonomous widget placed on individual blogs._x000D__x000D_Users will be able to download the widget free of charge and put it in the sidebar (lateral column) of their blog. It will show and highlight links to other relevant member blogs and as a consequence send out the traffic towards these blogs._x000D_The Ps have chosen to work on blogs because:_x000D_- the need for ‘inter-blog communication’ is clearly unmet in this market,_x000D_- the challenging technical developments which will be carried out during the course of the project on the blogosphere will pave the way for further adaptations to websites and other Internet apps (e-commerce/community widgets)._x000D_Indeed new knowledge will be generated in terms of: new marketing methods, new design and usability validation according to advanced cognitive validation tools, new algorithms (affinity engine, popularity), new JavaScript libraries, new architecture (memory/cache servers)._x000D__x000D_The INTERBLOG project will also support the implementation of an online “Freemium” (amalgamation of the words Free + Premium) business model that combines a free offering to enhance access to the service with a premium, paid offering of high quality services._x000D_

Acronym	INTERBLOG (Reference Number: 5998)
Duration	01/07/2011 - 11/10/2013
Project Topic	Development of a new platform and services designed to share links and build a relevant network of blogs on the Internet based on the use of an innovative and autonomous widget, which bloggers will put on their blogs, enabling them to significantly increase the traffic at no extra cost whatsoever.
Project Results (after finalisation)	For Clickalto component, we plan to launch the product with a primary objective is to acquire a large enough community to generate interest to be part of (the creation of the network). Once we have reached a sufficiently large number (current actions), then we are likely to attract advertisers and include advertising as well as promote brands. We have created a source of income._x000D_
Network	Eurostars
Call	Eurostars Cut-Off 5

Project partner

Number	Name	Role	Country
2	EXPANSION PS SA	Partner	Belgium
2	KerniX Software	Coordinator	France