Dmma blogger survey august 2012

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DMMA blogger survey ran on our site, over 114 responded to key focus on paid for promotion and measuring blogs.

Transcript of Dmma blogger survey august 2012

  • 1. Blogger Survey 1

2. Objectives: To engage with and ascertainrequirements of this new industrychannel Understand the argument aroundwhether bloggers should be paid Understand how blogs should bemeasured Define agency rules of engagementwith blogging community2 3. Process: On 17 July 2012 the DMMA hosted a live round tablediscussion whereby we engaged in a qualitativefashion with: 5 bloggers 2 PR agencies reps 2 Digital agencies reps 2 Journalists. Along side this we live tweeted Q&As from thediscussion and further engaged the digitalcommunity through Twitter Collated all questions and opinions that arosethrough both the live discussion and Twitter toformulate the Blogger survey From 31 July 16 August 2012 we hosted the debateon the DMMA website A total of 114 bloggers completed the survey 3 4. Who did we survey? 4 5. Which category does your blog fall under?5 6. Other: 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 / Motoring6 7. Why did you start your blog? 7 8. Do you think an authentic opinion post is morevaluable to your audience than a paid for post?8 9. Other: A good balance is necessary I wouldnt take payment to do a post I didntreally "feel", so it would still be an authenticopinion. I will only post if I have an authentic opinion. An even mix creates a nice balance I dont think its as simple an answer, I turnaway paid content all the time, it should beauthentic either way I try to make my paid posts as valuable andpersonal to my readers as my other opinionposts. I look for an "angle I like to think that my paid posts are stillgenuine. I will only post about a brand that Itruly like or use myself. 9 10. Measurement10 11. Which metrics do you think should be included for measurement ofyour blog when motivating for remuneration?% ofBloggers11 12. In terms of being influential in specific spheres: What makes a blogger influential?% ofBloggers 12 13. Would you be willing to join a measurement programme in whichthe DMMA has access to your stats? 13 14. Paid for content 14 15. Do you send a report of number of entries, number of Tweets etcafter you have run a paid campaign for a brand?15 16. Would you be willing to provide one if asked?16 17. If bloggers are paid for their work - should they all subscribe tostandardised rate cards? 17 18. Other: No. Charge whatever you are worth. There should be layers of rates according totwitter followers, content, sponsorshipamount and twitter followers/readers Bloggers should not be paid. Rates should be dependant on the materialand audience. They should be fair in their rate but it shouldbe based on their own standards.18 19. In regards to reach, how do you think bloggers should beremunerated? 19 20. Other: It really depends on the goals laidout by the client, some of whichcannot be finitely "reached". Based on balance of both, as wellas the quality of the work theyproduce. Based upon a desired goal for thecampaign, whether it be brandexposure (reach) or engagement Overall influence: stats,clickthroughs, comments, posts, pingsback, twitter discussions, RT,Facebook posts20 21. Campaign remuneration: Which is more relevant to your blog?21 22. Rules of Engagement22 23. As a paid blogger, would you be open to being a part of a bloggerlisting so that agencies are able to contact you? 23 24. Which of the following options would you prefer a brand/agency representative to employ when approaching you?% ofBloggers 24 25. When a brand approaches you as a blogger to run a possiblefeature, what do you ask for in return? 25 26. Would you run a campaign based on a product exchange basis?Or are you only interested in working with brands/agencies who arepaying in cash? 26 27. Would you be willing to tag paid-for posts as sponsored post?27 28. What do you think about a self-regulated network or "portal" thatwill standardise interactions with brands and advertisers?28 29. Insights: In order to receive payment and remaincredible in the eyes of their audience,bloggers need to keep a balance of thefollowing pillars: Paid for content Authentic opinion pieces Bloggers are a mixture of the followingdigital components and need to beconsidered as such. Publishers Content creators & paid for content Social media 2 way conversation Affiliates On-going influencer engagement 29 30. Next Steps Offer bloggers with under 15 000 UB a Free 12 monthmembership to the DMMA Offer those new members the option of being a part of ablogger listing from which agency members can access theiranalytics and assign fair rates when requesting paid forcontent to be created. 30 31. THANK YOU31