El estado de la blogosfera
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Transcript of El estado de la blogosfera
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The State of the Blogosphere 2011
Presented To: BLOGWORLD AND NEW MEDIA EXPO Presented By: Shani Higgins 11.4.2011
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WHERE IDEAS BEGIN,
AND OPINIONS ARE FORMED
2
Techno- from Gk. tekhno-, art, skill, craft, method, system, shape, make
-rati suffix. Indicates the intelligentsia or the elite of a particular group.
(bloggers & independent publishers AND their audiences)
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Who is Technorati Media
+ Social media company reaching over 64 million US consumers every month
+ 26th largest ad network on Comscore, 5th largest Social Media Network and 4th
largest blog property with over 12 billion ad impressions under management each
month
+ Create, execute and optimize social rich media solutions for advertisers to beincorporated on and off our network of premium social media sites
+ Conduct blogger outreach programs on behalf of brands and bloggers by utlilizing
our authority, categorical insights and blogger community to provide the best mutual
fits
+ Offer insight, rank and relevance both topically and holistically for the blogosphere
+ We monitor and report on trends and changes happening within new media from
the blogger, consumer and brand perspective
+ Evangelists about the importance of blogs as an incredible source of influence for
readers, marketers and other bloggers3
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2011: Our Report and what were looking at now
+ The relationship between brands & bloggers
+ The convergence of blogging and other social media
+ Consumers trust & attitudes toward blogs & other media
+ Brands opinions of & strategies for social media
+ Blogger survey
4,114 bloggers, conducted by Penn Schoen Berland
+ Consumer survey
1,231 consumers, conducted by Crowd Science
+ Brand survey
For the first time, we surveyed 111 senior level agency and brand
marketers and interviewed top social media strategists at Ebay,Intel, HP, Sony, and top agencies, with more interviews to come
+ Technorati index data
4
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WHO
5
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Who are the bloggers?
+ Hobbyists (61%)
Blog for fun
Success metric: personal satisfaction
+ Professional Part-Timers (13%)
Independent
Blog to supplement their income
+ Professional Full-Timers (5%) Independent
37% say their primary income is from blogging
For the rest, blogging is not their primary source of income yet
+ Corporate (8%)
Blog for their company or organization
Primary topics are business and technology
Success metric: visibility and professional recognition
+ Entrepreneurs (13%)
Blog for their own company or organization
Success metric: recognition and clients 6
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Who are the bloggers?
+ 59% male down from 64%
+ 65% 18-44
+ Educated and affluent
79% have college degrees
44% have graduate degrees
1/3 have a household income of 75K+
1/4 have a household income of 100K+
7
51%
5%
25%
4%
1%
1% 2%
3%
8%
US
North America
Europe
Latin America
Middle East
Africa
East Asia
South Asia
Oceania
Global Breakout
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Who are the bloggers?
+ 80% have been blogging 2+ years
+ 50% have been blogging 4+ years
+ Have 3 blogs on average
+ 44% blog 2-3 times per week or more,
with pro segments blogging daily
+ 1/3 work in mainstream media as awriter, reporter, producer or on-air
personality and blog separately
8
Blogger ActivityPosted In
The Last
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WHY
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Why blog?
+ Why? To share my expertise and experiences with others 70%
To become more involved with my passion areas 58%
To meet and connect with like-minded people 50%
To gain professional recognition 42%
+ Success metrics
Personal satisfaction 61%
Number of unique visitors 55%
Number of comments 46%
Backlinks from other bloggers 36%
Social media shares 36%
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HOW
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Social media use
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Social media use
+ Twitter
Average # of followers
847 for all bloggers
1,674 for pros
Primarily used to promote their blogs
71% of all bloggers
90% of pros
40% automatically syndicate, but also tweet
other content
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Social media use
+ Facebook Have a separate account for their blog
50% of all bloggers
75% for pros
Primarily used to promote their blogs 50% of all bloggers
82% for pros
Link their Twitter & Facebook accounts
37% of all bloggers 52% for pros
34% automatically syndicate, but also
post other content
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Social media use
+ Google+
Have a separate account for their blog
10% of all bloggers
27% for pros
Primarily used to promote their blogs
27% of all bloggers
45% for pros
Only 13% syndicate
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Other social media use
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0
10
20
30
40
50
60
70
80
902010
Respondents
All
Hobbyist
ProfessionalPart Time
Professional
Full Time
Corporate
Entrepreneur
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Driving traffic
Social media traffic drivers Overall traffic drivers
0 10 20 30 40
Other
Digg
Del.icio.us
Foursquare
Friendster
Myspace
Orkut
Picasa
Plaxo
Vimeo
Yelp
Flickr
Tumblr
Google+
Stumble Upon
YouTube
LinkedIn
Twitter
Facebook
Corporate
Professional Full
Time
Professional Part
Time
Hobbyist
All
0 50 100
Other (Please specify)
Paying for advertising
Digg
Attending conferences
Blogging platform services
YouTube
StumbleUpon
Produce or syndicate content
Google+
LinkedIn
Listings on blog directories
Linking to other blogsSEO
Claiming blog on Technorati
Listing blog on Google
Comment for reciprocity
Tag your blog posts
Facebook
Twitter
Entrepreneur
Corporate
Professional Full
Time
Professional Part
Time
Hobbyist
All
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Blogging tools
18
0102030405060708090
100
Photos Video Audio
(music)
Audio
(spoken)
Other None of
the
above
just text
AllHobbyist
Professional Part Time
Professional Full Time
Corporate
Entrepreneur
0 20 40 60 80 100
Other
None of the above
Ability for multiple authors to
contribute
Facebook commenting system
Commenting system beyond what is
offered by my blogging platform (e.g.,
Photo hosting site (e.g. Flickr,
Smugmug)
TrackBack implementation
Widgets from other sites
Video hosting site (e.g. YouTube, Flickr,
Metacafe, Jumpcut)
Site search
Built-in syndication (e.g. RSS feeds)
Social sharing widgets (i.e. for Twitter,
Facebook, Reddit, etc)
Media Formats Top Tools
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WHAT DO CONSUMERS SAY?
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What do consumers say about blogs?
+ Outpace other media for inspiration, product information, and opinion+ Generate more trust, recommendations and purchases.
200 20 40 60 80 100
Other (Please specify)
To hear an opinion
For product recommendations
For product reviews
For entertainment
For news or information
For ideas and inspiration
News websites like CNN.com or
NYTimes.com
Mainstream media websites or
portals like Yahoo or AOL
Blogs
Why do you visit the following media?
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What do consumers say about blogs?
0 10 20 30 40 50 60 70 80
Brand I follow on Twitter
Personal acquaintance on Twitter
Brand on Facebook
Friend on another social network
Someone I follow on Twitter
News aggregators like Drudge
Brand's website
Web portals like Yahoo or AOL
News shows on TV or the radio
News websites like CNN.com or
Blogs
Newspapers
Magazines
Friend on Facebook
Conversations w/ friends & family
0 20 40 60 80 0 20 40 60 80
Trust Recommend Purchase
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BRANDS AND THE BLOGOSPHERE
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Bloggers #1 influence is other bloggers
+ 68% of bloggers are influenced by other bloggers - a huge jump from 30% in 201023
0 10 20 30 40 50 60 70 80
Other
Web portals like Yahoo! or AOLBrand representatives
Podcasts I listen to
News aggregators like Drudge Report or Huffington Post
Radio programs I listen to
Brand social media or web sites
Television shows I watch
News websites like CNN.com or NYTimes.com
Conversations with family
Print media
Social media accounts I follow
Conversations with friends
Blogs
Influences
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Bloggers #1 influence is other bloggers
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0 5 10 15 20 25
Other
Web portals like Yahoo! or AOLPodcasts I listen to
Radio programs I listen to
Brand representatives
News aggregators like Drudge Report or Huffington Post
Television shows I watch
Conversations with family
Brand social media or web sites
News websites like CNN.com or NYTimes.com
Print media
Social media accounts I follow
Conversations with friends
Blogs
Primary influence
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Bloggers and brands
+ 2/3 blog about brands
+ 1/3 post product or brand reviews
+ 1/3 blog about everyday experiences in stores or with customer care
+ 1/10 blog about company information or gossip
+ 1/3 of pros publish product reviews once a week or more
9% of hobbyists
20% of part time professionals
33% of full time professionals
+ 65% follow brands on social media
2/3 of hobbyists and 1/2 of pros blog about the brands they follow
+ Frequently approached by brands
1/3 of hobbyists are approached an average of twice a week
2/3 of pros are approached an average of 8 times a week
Some are contacted 250 and even 1,000 times a week25
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Brand behavior is important
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0
10
20
30
40
50
60
70
80
Very important Somewhat important Somewhat unimportant Not important
All Professional Part Time Professional Full Time Corporate Entrepreneur
How important is it that advertising on your site align with your values?
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Brand behavior is important
27
Are you influenced by a brand or companys behavior?
0 10 20 30 40 50
Other
I write about the fact that I boycottproducts or companies, and
I write about the fact that I boycott
products or companies and why
I boycott products
I only write about companies or
products from companies whose
I am not influenced by a brand or
companys overall behavior
Entrepreneur
Corporate
Professional Full Time
Professional Part Time
Hobbyist
All
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Mixed reviews on brand interactions
+ Professionalism 60% of bloggers say they are treated less professionally by brand representatives than
traditional media is treated
Down from 64% in 2010
+ Interactions
15% of bloggers characterize their interactions with brands as very favorable
34% of bloggers characterize their interactions with brands as favorable
51% as not very, not at all, or dont know how theyd categorize their interactions
+ Access
51% want to work with brands directly, 49% through an intermediary or not at all
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Mixed reviews on brand interactions
Less than 25% say brands provide value, or are knowledgeable about their blogs
290 10 20 30 40 50 60 70 80 90 100
They provide information that has
valuable news content for my readers
What they are asking would
compromise my credibility or content
standards
They are genuinely interested in
building a relationship
They are knowledgeable about my blog,
my content, and my blogging style
Entrepreneur
Corporate
Professional Full Time
Professional Part Time
Hobbyist
All
QUESTION: How would you describe the communications you receive from brands?
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Brand programs
30
0 20 40 60 80
Product reviews
Traditional public relations
announcement coverage
Sponsored posts
Focus groups
Spokesblogger or brand
ambassador programs
None of the above
0 20 40 60
Product reviews
Advice or consultative content
Products or other items I can
give away to my audience
Product or company news
Industry news
Sponsored content
Entrepreneur
Corporate
Professional
Full TimeProfessional
Part TimeHobbyist
What types of brand programs have
you participated in?
What brand programs did your
audience like best?
+ 86% of bloggers disclosed that a post was sponsored or paid
+ 58% disclosed they had received a product they reviewed
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WHAT DO THE BRANDS SAY?
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0 10 20 30
Other
Paid monitoring tool
Free monitoring tool
Number of blog readers or RSS
Number of blog commenters
Conversions
Articles and mentions
Sharing: linking, retweeting,
Number of followers, friends, or likes
What do the brands say?
Tools used on behalf of companyor client
Facebook 33%
Twitter 30%
Blogging 19%
Blogger outreach 12%
Majority using social mediafor only 1-2 years
34% have their own
personal blogs
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How results are measured
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What do the brands say?
+ Main themes of advice for other brands:
Encourage and enable sharing across platforms
Bloggers are trusted peers. Work with them to create or curate unfiltered, credible
content and reviews, in order to create a conversation around your brand. Focus on
building long term relationships with them
Use blogger outreach organically and encourage these social influencers to be honest and
open about their opinions
Use social media not only to distribute content but to build active communities and
interact and respond to your audiences
Leverage paid media on social channels
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What do the brands say?
+ The way brands and agencies use social today
We see blogger outreach as the opportunity to leverage influencers and connect with a
new audience. We recognize that there are conversations happening in the blogosphere that
are applicable to the brands we represent and we believe its valuable for our brands to join
the discussion.
Social media is the glue to the mass messages. We attempt to integrate all of our
campaigns so the paid, owned and earned are all working together. We do this for all of our
clients.
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What do the brands say?
+ Biggest changes in 2011
I would have to say blogging and how it is being used has been the biggest development
in social media. Individuals trust bloggers, especially those that are seen as influential.
Blogging can either have a positive or negative effect on a campaign, brand or product.
Individuals will make decisions based on comments made by their peers or by someone
they feel confident in.
A trend towards more integrated advertising content, including sponsored posts. The
subject material needs to suit the blog and be something the author would write about
anyway. When the subject matter sounds forced or impersonal, it can actually turn an
audience away from that blog and/or product.
Its about focusing less on building these big brand temples and more about building
small pieces of content that are customizable, portable and entertaining that can move
through the social ecosystem really quickly.
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What do the brands say?
+ Biggest changes for the future:
Social media will act as a campaign leader, rather than a supporter. We will turn to social
media first and support through other means.
There will not be a single corporation left on the planet that can deny the fact that social
media is here to stay. We will stop having to do missionary work to educate corporateleaders. They will realize that there really is no such thing as message control. But then
again, control was always an illusion.
As some audiences begin wandering from Facebook I anticipate that there will be greater
fragmentation across which site specific audiences prefer to spend their time-Yet another
hurdle for advertisers!
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OK, NOW SHOW ME THE MONEY
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Blog revenues
+ 4% of all bloggers and 37% of full time pros say blogging is their primary income
+ 14% receive a salary for blogging
Average $24K
Highest reported $140K
+ Revenue management
Self serve (Adsense, Y!) 60%
Direct (sell themselves) 30%
Blog network 14%
Dedicated sales team 5%
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Blog revenues
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+ Revenue streams
Display ads 34% Affiliate ads 31%
Search ads 27%
Paid posts 14%
+ Paid Posts Stats
Only 6% are paid to be spokesbloggers
Majority receive less than $50 per post
6% of pros make $250+ per post
13% of full time pros receive between $8,000 and $10,000 for sponsored posts per year
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+ What is the fee youve been paid for a single instance of the following: (median) Being a brand or product spokesman: $1,365
Paid to give speeches on topics I blog about: $1,560
Paid to attend events $1,018
Paid for a broadcast media appearance $796
Received an item of high value to review or endorse $409
Print or other media contributor $935
40
$0$500
$1,000$1,500
$2,000
$2,500$3,000
$3,500
$4,000
All advertising
on your blog
(search,
display, paid
postings)
Being a brand
or product
spokesman
Affiliate
marketing links
on your site
(e.g., Amazon,
Borders)
Subscription
gated content
Paid to give
speeches on
topics I blog
about
Paid to attend
events
Paid for a
broadcast
media
appearance
Received an
item of high
value to review
or endorse
Print or other
media
contributor
Annual Revenue Sources
Blog revenues
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Key Takeaways
+ Bloggers
Educated and affluent, with a large overlap with mainstream media
Only 1/4 are blogging weekly or more
Most cant quit their day job..yet
They are influenced the most by other bloggers
+ Bloggers and brands The majority of bloggers are blogging about brands
But bloggers' reviews on brand interactions are decidedly mixed
+ Consumers and blogs
Sweet spot is inspiration and product information
Trust levels are higher than for other social media
+ Brands and Bloggers
Are interacting at unprecedented levels
Disclosure is still not complaint with FCC rules
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Let us show you what we can do
Shani Higgins, CEO
42
Thank you.