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
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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
2
Which sources doyou trust for brand,product, or serviceinforma9on?
Source: Technora Media and Crowd Science
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CONSUMERS: RECOMMEND PRODUCTS & SERVICES
30
What is yourlikelihood torecommend a brand,product, or servicefrom theseinforma9on sources?
Source: Technora Media and Crowd Science
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CONSUMERS: PURCHASE INTENT
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What is yourlikelihood topurchase a brand,product, or servicefrom theseinforma9on sources?
Source: Technora Media and Crowd Science
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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
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