el estado de la blogosfera

7/29/2019 El estado de la blogosfera

1/42

The State of the Blogosphere 2011

Presented To: BLOGWORLD AND NEW MEDIA EXPO Presented By: Shani Higgins 11.4.2011


2/42

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)


3/42

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


4/42

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


5/42

WHO

5


6/42

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


7/42


+ 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


8/42


+ 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


9/42

WHY

9


10/42

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%

10


11/42

HOW

11


12/42

Social media use

12


13/42

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

13


14/42

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

14


15/42

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

15


16/42

Other social media use

16

0

10

20

30

40

50

60

70

80

902010

Respondents

All

Hobbyist

ProfessionalPart Time

Professional

Full Time

Corporate

Entrepreneur


17/42

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


18/42

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


19/42

WHAT DO CONSUMERS SAY?

19


20/42

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?


21/42

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


22/42

BRANDS AND THE BLOGOSPHERE

22


23/42

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


24/42

Bloggers #1 influence is other bloggers

24

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


25/42

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


26/42

Brand behavior is important

26

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?


27/42

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



Hobbyist

All


28/42

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

28


29/42

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



Hobbyist

All

QUESTION: How would you describe the communications you receive from brands?


30/42

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


31/42

WHAT DO THE BRANDS SAY?

31


32/42

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

32

How results are measured


33/42


+ 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

33


34/42


+ 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.

34


35/42


+ 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.

35


36/42


+ 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!

36


37/42

OK, NOW SHOW ME THE MONEY

37


38/42

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%

38


39/42

Blog revenues

39

+ 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


40/42

+ 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


41/42

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

41


42/42

Let us show you what we can do

Shani Higgins, CEO

[email protected]

42

Thank you.

el estado de la blogosfera

Documents