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Blogger Survey

• To engage with and ascertain requirements of this new industry channel

• Understand the argument around whether bloggers should be paid

• Understand how blogs should be measured

• Define agency ‘rules of engagement’ with blogging community

Objectives:

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• On 17 July 2012 the DMMA hosted a live round table discussion whereby we engaged in a qualitative fashion with:• 5 bloggers• 2 PR agencies reps• 2 Digital agencies reps• 2 Journalists.

• Along side this we live tweeted Q&As from the discussion and further engaged the digital community through Twitter

• Collated all questions and opinions that arose through both the live discussion and Twitter to formulate the Blogger survey

• From 31 July – 16 August 2012 we hosted the debate on the DMMA website

• A total of 114 bloggers completed the survey

Process:

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Who did we survey?

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Which category does your blog fall under?

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• Pop Culture Analysis• Life lessons• All of the above• Entertainment• Green / sustainability• Humour/observation• Business / Leadership • SA Music Scene / Industry• Business, tech and web• Politics, philosophy• Marketing & Media • Auto/Cars / Motoring

Other:

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Why did you start your blog?

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Do you think an authentic opinion post is more valuable to your audience than a paid for post?

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• A good balance is necessary• I wouldn't take payment to do a post I didn't

really "feel", so it would still be an authentic opinion.

• I will only post if I have an authentic opinion.• An even mix creates a nice balance• I don't think it's as simple an answer, I turn

away paid content all the time, it should be authentic either way

• I try to make my paid posts as valuable and personal to my readers as my other opinion posts. I look for an "angle“

• I like to think that my paid posts are still genuine. I will only post about a brand that I truly like or use myself.

Other:

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Measurement

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Which metrics do you think should be included for measurement of your blog when motivating for remuneration?

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% of Bloggers

In terms of being influential in specific spheres: What makes a blogger influential?

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% of Bloggers

Would you be willing to join a measurement programme in which the DMMA has access to your stats?

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Paid for content

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Do you send a report of number of entries, number of Tweets etc after you have run a paid campaign for a brand?

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Would you be willing to provide one if asked?

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If bloggers are paid for their work - should they all subscribe to standardised rate cards?

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• No. Charge whatever you are worth.

• There should be layers of rates according to twitter followers, content, sponsorship amount and twitter followers/readers

• Bloggers should not be paid.

• Rates should be dependant on the material and audience.

• They should be fair in their rate but it should be based on their own standards.

Other:

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In regards to reach, how do you think bloggers should be remunerated?

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• It really depends on the goals laid out by the client, some of which cannot be finitely "reached".

• Based on balance of both, as well as the quality of the work they produce.

• Based upon a desired goal for the campaign, whether it be brand exposure (reach) or engagement

• Overall influence: stats,click throughs, comments, posts, pings back, twitter discussions, RT, Facebook posts

Other:

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Campaign remuneration: Which is more relevant to your blog?

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Rules of Engagement

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As a paid blogger, would you be open to being a part of a blogger listing so that agencies are able to contact you?

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Which of the following options would you prefer a brand/agency representative to employ when approaching you?

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% of Bloggers

When a brand approaches you as a blogger to run a possible feature, what do you ask for in return?

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Would you run a campaign based on a product exchange basis? Or are you only interested in working with brands/agencies who are paying in cash?

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Would you be willing to tag paid-for posts as “sponsored post”?

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What do you think about a self-regulated network or "portal" that will standardise interactions with brands and advertisers?

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Insights:• In order to receive payment and remain

credible in the eyes of their audience, bloggers need to keep a balance of the following pillars:

• Paid for content• Authentic opinion pieces

• Bloggers are a mixture of the following digital components and need to be considered as such.• Publishers – Content creators & paid

for content• Social media – 2 way conversation• Affiliates – On-going influencer

engagement

• Offer bloggers with under 15 000 UB a Free 12 month membership to the DMMA

• Offer those new members the option of being a part of a blogger listing from which agency members can access their analytics and assign fair rates when requesting paid for content to be created.

Next Steps

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THANK YOU

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