tapinfluence digital impact conference "reaching female consumers through women bloggers"
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TapInfluence Co-founder Holly Hamann Presents "Reaching Female Consumers Through Women Bloggers" at The Digital Impact ConferenceTRANSCRIPT
Reaching Female Consumers Through Women Bloggers
formerly
Holly Hamann Co-founder, TapInfluence
This is not your target audience.
This is.
She has 2.3 of these,
One of these,
Probably one of these,
And maybe one of these.
OK, not everyone has one of those.
But it’s all good.
Because she relies on these.
And guess where they go for info?
To online influencers. (a.k.a. my gratuitous influencer graphic)
Women bloggers
93% of women bloggers have purchased a product based on brand information found
on a blog or online community.
What do women bloggers want?
We asked 65,000 of them.
2011 Brands and Women Bloggers Influencer Partnership Study
Copyright TapInfluence, Inc. All Rights Reserved
Holly HamannCo-founder, [email protected]
Wendy SchererPartner, The Social Studies [email protected]
• What does the ideal brand partnership look like?• Which product category campaigns are most
desirable?• How does trust and social good influence bloggers’
partnership choices?• How effective are brands at connecting, pitching, and
compensating women bloggers?• Which brands are the most successful at forming
women blogger partnerships?
We wanted to know:
Survey Demographics
Survey Demographics
73% of all bloggers surveyed are moms with children (under 18) living at home.
Core Blog Categories
Top “Other” categories:• Personal• Beauty• Books• Faith/Religion
This is where thousands of untapped powerful niche communities live
Mobile Use
Time spent PER DAY engaged in social media from mobile phone
To keep in touch with these.
Hours per week spent working on own blog
Hours per week spent engaged with other blogs
Hours per week
Bloggers who spend 6 or more hours per week commenting on other blog communities show a correlated increase in revenue.
When does she do all that?
Blog traffic: unique visitors per month
Blogging as a Business67% of respondents think revenue generation is somewhat or very important.
Top revenue-generating blog categories:1. Deal/Frugal2. Family/Parenting3. Food4. Lifestyle
For the 21% earning $1,000 or more, almost all are spending at least 30 hours a week working on their blogs.
Remember, she has one of these.
Bloggers favor brand-sponsored social media and blog campaigns!
• 60% respected brands who wanted to interact with bloggers, thought campaigns were fun, validated their blogs, or thought they were great opportunities to earn revenue.
• Less than 2% disliked brand-sponsored social media or blog campaigns.
93% have purchased a product based on information they found on a blog or online
community.
What bloggers want in a brand relationship
90% of bloggers surveyed were somewhat or very interested in working with brands, provided they were compensated.
Most popular brand categories (view 1)
Most popular brand categories (view 2)
What’s TRUST got to do with it?
• 70% of bloggers trust a brand more when that brand is promoted or recommended by someone they know from a blog or social media.
• 56% of bloggers trust a brand more when a campaign includes an element of “social good” (raising money or awareness for a non-profit or social cause).
How brands are reaching out to bloggers
58% of bloggers have never been approached by a brand to work on a
campaign
In-person relationship opportunities may be under-utilized.
• Nearly 2/3 of bloggers reject at least half of the brand pitches they receive.
• 87% said personal feelings about a brand influences whether they will work with that brand.
Number of brand pitched received by bloggers each year
Effectiveness of brand pitches
Elements of a good pitch
• Personal• Targeted• Relevant • Compensation• Clear• Organized• Concise
Remember, she has one of these.
What types of campaigns were accepted?
Most common forms of compensation: 1. Free or discounted products 2. Traffic to blog 3. Money
What product category campaigns were accepted?
Reasons for negative experiences
12% of bloggers had a negative experience working on a brand
campaign.
Brands creating successful partnerships
Just like any perfect relationship…
Photo source: Warner Bros.
Women bloggers want:
Commitment
Relevant Products
Balance
ClarityRespect
Compensation
Partnership
Social Engagement
Copyright TapInfluence, Inc. All Rights Reserved
How do you get it?What bloggers want How to get it
Commitment Engage bloggers for multiple campaigns to create relationships you can rely on for years.
Partnership Products and trends evolve over time. Take the time to ask bloggers about your brand and product. Then listen.
Respect Be as professional as you would with any business colleague.
Compensation Asking bloggers to work for free is short-sighted. Create powerful partnerships by providing mutual benefit and compensation.
Clarity Be clear about campaign scope (amount of work required, deadlines, compensation, non-competes, etc). Make it easy to say yes or no.
To champion valuable products
Provide a high-quality product that is appropriately targeted (i.e. don’t ask a diabetic blogger to write about your chocolate bar).
Social engagement Follow bloggers on Twitter and Facebook, join their community discussions, comment on their blogs, get to know them.
Balance Create campaigns that accommodate family-oriented lifestyles.
Copyright TapInfluence, Inc. All Rights Reserved
You’ll create influential partners,
And millions of these will thank you.
