Your SlideShare is downloading. ×
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Iab ad lab pres 101512
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Iab ad lab pres 101512

599

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
599
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The New Purchasing FunnelIAB Ad Lab, 10/15/12Elisa Camahort PageCOO and Co-founder10/15/2012 BlogHer 1
  • 2. Agenda 1 State of social media adoption 2 Who we trust 3 Will we buy? 4 Why we engage 5 How to market BlogHer 2
  • 3. Who We AreBlogHer is… World’s Largest Real-Life Research Social Media Events 50mm WOMEN Surveying the changing Connecting the leading 3,000+ attitudes and behaviors influencers in social media of the online population with each other and brands • Consumer Panel • BlogHer Conference Blog • Surveys • BlogHer Food Communities • Sampling • BlogHer Entrepreneurs • BlogHer PROSource: Nielsen Site Census, September 2012 . Total unique visitors and number of blogs. BlogHer 3
  • 4. “BlogHer’s mission is tocreate opportunities forwomen in social media topursue exposure,education, community andeconomic empowerment. ~ BlogHer Co-founders Elisa, Jory and Lisa ” BlogHer 4
  • 5. Social Media Adoption ?   ?   ?   + ?   Blog + ?   Blog Blog ?   Your Brand Blog Blog + Blog Blog Blog ?   ?   ?   ?   + ?   ?   BlogHer 5
  • 6. BlogHer vs. General Population usage:What’s mainstream? BLOGHER SAMPLE TOTAL U.S. ONLINE POP 97% 94% 93% 84% 85% 75% 62% 46% Blogs Facebook Television YouTubeSource: 2012 Women and Social Media Study :U.S. Total Online Population Sample vs. BlogHer Network sampleVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 6
  • 7. BlogHer vs. General Population usage:What’s simmering? BLOGHER SAMPLE TOTAL U.S. ONLINE POP 78% 75% 40% 39% 41% 21% 22% 14% Mobile Apps Twitter Online Coupons (e.g. Location Apps (e.g. Groupon) Foursquare)Source: 2012 Women and Social Media Study :U.S. Total Online Population Sample vs. BlogHer Network sampleVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 7
  • 8. BlogHer vs. General Population usage:What’s leading edge for 2012? BLOGHER SAMPLE TOTAL U.S. ONLINE POP 77% 43% 43% 21% 19% 11% Social Social shopping sites photo apps (e.g. Etsy) (e.g. Instagram)Source: 2012 Women and Social Media Study :U.S. Total Online Population Sample vs. BlogHer Network sampleVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 8
  • 9. Who We TrustPhoto Credit: Blog: Steamy Kitchen. Blogger: Jaden Hair. Photographer : Shauna James Ahern BlogHer 9
  • 10. The factors of influence Expertise: 1 Experts vs. experience Likeness: 2 Similarities across diverse dimensions Relationship: 3 Online and off © 2010 Women, the Web and their Wallets by CwC and BlogHer 10
  • 11. No other source isas trusted by its active users“Do you trust the information and advice that you BLOGHER SAMPLEget from the following sources?” TOTAL U.S. ONLINE POPBlogs | Facebook | Twitter | Pinterest 98% 86% 85% 85% 81% 73% 81% 67% yes yes yes yes BLOGSSource: 2012 Women and Social Media StudyU.S. Total Online Population Sample vs. BlogHer Network sample ; active users of each media sourceVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by BlogHer 11
  • 12. Moms trust blogs for parenting adviceQ “Do you trust the parenting information and advice from the following media?” BLOGHER SAMPLE TOTAL U.S. ONLINE POP 90% 72% 67% 64% 60% 51% 36% 31% 29% 28% 28% 18% 22% 16% Blogs Source: eMoms 2012, a BlogHer Inc. study BlogHer
  • 13. Who We AreTrust“Why do you trust the advice & recommendations fromblogs?” 73% “The blogger I follow has similar opinions and attitudes” “I feel I know the blog writer like a friend 58% because we have so much in common” “I’ve been reading the blogger I follow for a 57% long time and we have similar taste”Source: © 2011 Social Media Matters Social Study by BlogHer, Inc. BlogHer 13
  • 14. “ The voice of the user, in every setting, is more trustworthy than the voice of the company. And the voice of experience is valued more than the voice of the expert. …BlogHer’s studies, surveys and analysis on what women are doing, saying, purchasing or using online can be “ found in The BlogHer Research and Insights Center. This information is invaluable to major Fortune 500 brands who work regularly with BlogHer. - BlogHer Research  BlogHer
  • 15. Will We Buy?Photo Credit : Blog : …Love Maegan. Blogger : Maegan Tintari BlogHer 15
  • 16. We purchase based on trust, and blogsdrive highest percentage conversionfrom trust to action“Have you ever made a purchase based on a BLOGHER SAMPLErecommendation from…?” TOTAL U.S. ONLINE POPBlogs | Facebook | Twitter | Pinterest 87% 61% 54% 53% 47% 33% 30% 31% yes yes yes yes BLOGSSource: 2012 Women and Social Media StudyU.S. Total Online Population Sample vs. BlogHer Network sample; active users of each media sourceVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 16
  • 17. Who We Are 87% of BlogHer’s audience has made a purchase based on a recommendation from a blog Photo credit: Blog: Sizzle SaysSource: © 2012 Social Media Matters Social Study by BlogHer, Inc. BlogHer 17
  • 18. Who We AreHer-to-HerHer-to-Her blog advice inspires beauty product purchases“Which resources provide the most helpful advice and recommendations to assist withpurchase decisions about beauty products?” N = 790 Beauty 61% Familiar Blogger 46% Store Website 33% Social Network 20% Message Board 19% Photo credit: Blog: Hairdresser on Fire Blogger: Reagan Breinholt Blog Found By SearchSource: © 2011 BlogHer Beauty is in the Blog Holder. BlogHer 18
  • 19. Who We AreHer-to-Her Consumer electronics purchasing intent drives women online for information, advice and user experiences. The BlogHer audience prefers blog reviews over other types of online content.“What is your preferred source of information about consumer electronics products?” Business-Tech 69% Blog Reviews & Recommendations 48% CE Review Sites 47% Visits to a CE Store 46% Manufacturer Site Source: © 2012 BlogHer Consumer Electronics Study. BlogHer 19
  • 20. Blog advice helps moms make decisions Actions Based on Mom Blog Recommendations 78% 63% Read a book 75% 44% Forwarded post to friend TOTAL U.S. ONLINE POPBLOGHER SAMPLE 64% 56% Purchased food product 53% 54% Watched TV show 50% 45% Purchased toy 48% 48% Purchased baby productSource: eMoms 2012, a BlogHer Inc. study BlogHer 20
  • 21. Parenting advice and information from blogsbuilds the most confidence Q: “What helps build confidence for your parenting skills?” BLOGHER SAMPLE TOTAL U.S. ONLINE POP81% 41% 60% 26% 15% 27% Brand Image/Logo 9% 57% 51% 19% 18% 12% 13% 5%BlogsSource: eMoms 2012, a BlogHer Inc. study; “What helps bulid confidence for your parenting skills?” BlogHer
  • 22. Blogs, social media increase confidence Blogs also reduce nerves and stress Emotional Response to Purchasing a New Car22 Source: Women and Automotive Decisions 2011: Total US Population Sample; N = 892; BlogHer Filtered by either used blog or used social networks advice to help with a car purchase
  • 23. Why We EngagePhoto Credit : Blog : Pioneer Woman. Blogger : Ree Drummond. BlogHer 23
  • 24. Who We ArePreferenceBlog readers prefer blogs for information, Facebook is their sourcefor play and friendship“For each of these categories, which online sourceis best suited for your purposes?” TOTAL U.S. ONLINE POP BLOGS FACEBOOK To help make purchase decisions 36% 17% To get product information 37% 17% To seek advice and recommendations 39% 35% To find out about new products 41% 24% To have fun 41% 77% To contribute to a community 28% 41% To stay up to date with friends and family 20% 87% For Entertainment 50% 69%Source: © Women and Social Media in 2012 by BlogHer, Inc. BlogHer 24
  • 25. Trend watch: In less than one year,Pinterest has adoption to match Twitter,and relevance to beat Twitter“For each of these categories, which online sourceis best suited for your purposes?” TOTAL U.S. ONLINE POP Twitter Pinterest To help make purchase decisions 21% 18% To get product information 18% 26% To seek advice and recommendations 29% 30% To find out about new products 24% 39% To have fun 47% 58% To contribute to a community 33% 32% To stay up to date with friends and family 39% 13% For entertainment 51% 54%Source: © Women and Social Media in 2012 by BlogHer, Inc. © 2012 Women and Social Media Study by BlogHer 25
  • 26. How to market 1 With social media gone mainstream, our motivations to use different tools are diverse 2 Content helps deliver value, not distraction. Content assets deliver long-term value 3 Deeper trust drives confidence in our decisions 4 Trust and confidence drives better conversion into action © 2012 Women and Social Media Study by BlogHer 26
  • 27. Thank YouElisa Camahort Pageelisa@blogher.com@ElisaC BlogHer 27

×