State Of The Blogosphere Presentation 2010

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2010| STATE OF THE BLOGOSPHERE

Presented To: ad:tech

Presented By: Richard JalichandraCEO, Technora9 Media

Wendy Hu>erSVP, Penn Schoen Berland

Date: November, 2010


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THE STATE OF THE BLOGOSPHERE IS


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WHO ARE THE PROFESSIONAL BLOGGERS

AND

JUST HOW PROFESSIONAL ARE THEY?


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HOW ARE BLOGGERS USING SOCIAL MEDIA?


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WHAT ARE BLOGGERS SAYING ABOUTYOUR BRAND?


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WHATS ADVERTISINGS ROLEIN THE BLOGOSHPERE?


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WHAT DO CONSUMERS THINK OF BLOGS?


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WHATS UP WITH THE WOMENSMOVEMENT THE MOMMY BLOGGERS?


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AND LASTLY, THE QUESTION I GET ASKED MOST

HOW CAN I


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BECOME AFAMOUS BLOGGER?!


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200 : WHAT WE LEARNED

The rising class of professional bloggers was even more ac9ve andprolic in 200

Professional bloggers invest vastly more 9me and resources into

their blogs

The majority of bloggers blog about brands

We interviewed 20 superstar bloggers including Arianna Huffington

and Michael Arrington. The most common piece of advice?BE PASSIONATE

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2010: WHAT WERE LOOKING AT NOW The rela9onship between brands & bloggers The convergence of blogging and other social media The impacts of new technology on blogging Consumers trust & a tudes toward blogs & other media How women and mommy bloggers are inuencing brands,

the blogosphere, and mainstream media

Our largest blogger survey ever: 7,200 bloggers Conducted by Penn Schoen Berland

Addi9onal consumer survey of 1,000+ Conducted by Technora9 Media and Crowd Science

Interviews & proles of leading women bloggers Technora9 index data

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KEY FINDINGS FOR 2010


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WHO ARE THE BLOGGERS? Hobbyists

blog for fun do not report any income from blogging measure success by personal sa9sfac9on

PROFESSIONALPartTimers blog to supplement their income or as part of their job 1 in 3 update their blog at least 1x a day Measure success by traffic

PROFESSIONALCorporate blog full9me for a company blog to share their exper9se most likely to have worked in tradi9onal media

PROFESSIONALSelfEmployed blog full or part 9me for their own company 57% own a company and have a blog related to their business 1 % say their blog is their company

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200

2010


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WHO ARE THE BLOGGERS?

Twothirds are male 65% are 1844 More affluent and educated than the

general popula on

7 % have college degrees / 43% havegraduate degrees 1/3 have a household income of $75K+ 1/4 have a household income of $100K+

81% have been blogging more than 2 years Professionals blog 10+ hours/week Professionals have an average of 3.5 blogs 11% say blogging is their primary income

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Average posts per month byTechnora9 Authority

The Technorati Top 100 bloggers generate 500x more posts


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BLOGGERS AND MAINSTREAM MEDIA

33% of bloggers have worked within tradi onal media Half of Corporate bloggers have worked within tradi9onal media .06% of the US labor force were employed as journalists in 200

27% are s9ll employed by the tradi9onal media

3 percent of all respondents blog for their tradi9onal media employer 24% blog separately

65% agree that blogs are ge ng taken more seriously 48% agree most people will get news & info from blogs in next 5 years

35% already do so now 27% believe that newspapers will

not survive in the next ten years

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PROS ARE MORE SOPHISTICATED IN USE OF FACEBOOK

87% of all bloggers use Facebook 81% use Facebook to promote

their blog 64% use to interact with readers

45% say Facebook is a moreeffec9ve traffic driver than a yearago

15% of Hobbyists / 46% of PartTimers / 67% of Self Employeduse Facebook to market theirbusiness

Pros are more likely to havea separate Facebook pagefor their blog

17

0

10

20

30

40

50

60

70

All Hobbyist Part Timer Corporate Self Employed

Do you have a Facebook page for your blog separate from your personal account?


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MICROBLOGGING SOLIDIFIES HOLD ON BLOGOSPHERE

73% of Hobbyists /88% of Pros use Twi>er

More than half linkTwi>er to their blog

One third of TwiZerNONusers say theyprefer Facebook forshort updates andpos ng links

34% say Twi>er is a

more effec9ve trafficdriver than a year ago

180 50 100

Other

To interact with celebri9es

To interact with poli9cians

To make plans with friends/social

groups

To interact with companies

To market my business

For research

To keep up with the events in myfriends lives

To interact with readers of my blog

To keep up with news events

To understand what people are buzzingabout

To bring interes9ng links to light

To promote my blog

Self Employed

Corporate

Part Timer

Hobbyist

All


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OTHER SOCIAL MEDIA USE (NONFACEBOOK / TWITTER)

1

A few other social mediachannels stand above therest

LinkedIn has proventhe viability of

businessspecic socialnetworking YouTube & Flickr

signicantly outpacetheir compe9tors inthe video and photosharing spaces

0 10 20 30 40 50 60

NoneOther

LalaASmallWorld

LooptFriendster

OrkutYelp

PlaxoMyspace

Last.fmVimeo

TumblrFoursquare

DiggPicasa

Stumble UponDel.icio.us

FlickrYouTubeLinkedIn


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HOWEVER

ITS JUST FACEBOOK & TWITTER FOR DRIVING TRAFFIC

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0 5 10 15 20 25 30

NoneOther

ASmallWorldDel.icio.us

FoursquareFriendster

LalaLast.fm

LooptMyspace

OrkutPicasaPlaxo

VimeoYelp

DiggTumblr

FlickrYouTube

Stumble UponLinkedIn

Twi>erFacebook

Social MediaTraffic Drivers


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OVERALL TRAFFIC DRIVERS

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0 20 40 60 80 100

Pay for online adver9sing

Create a blog on a broader blog network

A>end conferences for bloggersDigg

YouTube

Produce content for other blogs or websites

List on a blog directory

Search engine op9miza9on (SEO)

Link to other blogs in a blogrollList on Google

Comment on other blogs and hope for reciprocity

List on Technora9

Facebook

Twi>er

Tag blog posts

Self Employed

Corporate

Part Timer

Hobbyist

All


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MOBILE PLATFORMS ARE CHANGING BLOGGING STYLE

39% say tablets and smartphones have impacted their blogging style 70% are wri9ng shorter posts 54% are pos9ng more spontaneously 50% are pos9ng photos taken with their smartphone; 15% pos9ng videos

24% are using shorter posts or photos to make their blog more appealing tomobile users 15% are using less Flash, and 7% are using HTML 5 more o en

24% blog from a tablet or smartphone, up 4 points from 200 88% of mobile pla orm users are on their smartphone, 21% on tablet 61% are blogging more from tablets or smartphones than last year

Bloggers spend an average of 27.3 hours a week consuming and sharingmedia from tablets or smartphones , up from 20 hours in 200

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BRANDS IN THE BLOGOSPHERE

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Nearly half of noncorporate pro bloggers write about brands 1/4 bloggers overall post product or brand reviews monthly

1/5 bloggers post weekly 20% of corporate bloggers post daily about products & services

0 10 20 30 40 50 60

I blog about brands that I love (orhate)

I blog about company informa9onor gossip I hear

I blog about some of my everydayexperiences in stores or with

customer care

I never talk about products orbrands on my blog

I post product or brand reviews

Self Employed

Corporate

Part Timer

HobbyistAll


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BLOGGERS CARE DEEPLY ABOUT BRAND REPUTATION

71% only write about brands & products whose reputa ons they approve of

1 in 3 boyco> products 1 in 5 write about their boyco>s & why

They also advocate others boyco> products from those companies too

90% say its important that adver sing on their sites aligns with their values

1/3 of hobbyists and more than half of Pros say that a brands overallreputa9on inuences their willingness to write about it

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INFLUENCING THE INFLUENCERS

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Viral effect:Bloggers are mostinuenced by otherbloggers.

0 5 10 15 20 25 30 35 40 45

Other

Podcasts I listen to

Radio programs I listen to

Web portals like Yahoo! or AOL

News aggregators like DrudgeReport or Huffington Post

Television shows I watch

Conversa9ons with family

Social media accounts I follow

News websites like CNN.com orNYTimes.com

Conversa9ons with friends

Blogs I read

Self Employed

Corporate

Part Timer

Hobbyist

All


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MONETIZATION AND REVENUE 1 in 4 blogs with adver sing now use an ad network

1 in 5 in 200 7% have a dedicated sales force (31% of Corporate)

54% increase in number blogs with ad tags from 2009 to 2010 2008 67% of ad tags were Google 200 47% of ad tags were Google 2010 44% of ad tags are

Types of adver9sing: Display ads 27% (40% in 2009, 28% in 2008) Search ads 25% (3 % in 200 ) Affiliate links 25% (36% in 200 )

Paid pos9ngs 6% (8% in 200 ) Best performing ads: 38% say standard display ads perform best on blogs

47% allow rich media 33% allow paid advertorial posts

Data supplied by


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WHAT DO CONSUMERS SAY ABOUT BLOGS?

46% trust tradi onal media less than they did 5 years ago

34% say blogs are ge ng taken more seriously as sources of informa on

1 % say Blogs are o en be>er wri>en than tradi9onal media

39% say more people will be ge ng their news and entertainment fromblogs than from tradi onal media in the next 5 years

37% say Newspapers will not be able to survive in the next ten years

2 % say Facebook is ge ng taken more seriously as a source of

informa9on 18% say Twi>er is ge ng taken more seriously as a source of informa9on

28Source: Technora Media and Crowd Science


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CONSUMERS: TRUST BRAND INFO

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Which sources doyou trust for brand,product, or serviceinforma9on?

Source: Technora Media and Crowd Science


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CONSUMERS: RECOMMEND PRODUCTS & SERVICES

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What is yourlikelihood torecommend a brand,product, or servicefrom theseinforma9on sources?



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CONSUMERS: PURCHASE INTENT

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What is yourlikelihood topurchase a brand,product, or servicefrom theseinforma9on sources?



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WOMEN BLOGGERS ARE MORE THANMOMMY BLOGGERS

Moms who blog about paren ng are about 5% of all bloggers Only 13% of this group say they PRIMARILY blog about paren ng Leading topics are Entertainment, Health, Travel, Technology and News

81% update their blogs at least once a week 20% blog from tablet or smartphone 66% do so more frequently than 200 2% use Facebook & 75% use Twi>er to promote their blog They are the most likely of all bloggers to blog about brands

55% follow brands on social media 54% have been approached by a brand Half say that a brands reputa9on inuences their willingness to write about it

28% have worked as a journalist; 33% are s9ll employed by in media 72% of mom bloggers report blogs are taken more seriously as info sources

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THE SUM OF ALL THE PARTS:

THE BLOGOSPHERE IS GROWING INTO AMATURE MEDIA CHANNEL

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SO..

HOW DO I TOO BECOME A FAMOUS BLOGGER?!


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THANK YOU

RICHARD JALICHANDRA WWW.JALICHANDRA.COMTWITTER.COM/JALICHANDRA

WENDY HUTTER WWW.PSBRESEARCH.COMTWITTER.COM/PSBRESEARCH

State Of The Blogosphere Presentation 2010

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