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formerly                           2011 Brands and Women Bloggers                              Influencer Partnership Stud...
2011 Brands and Women Bloggers Study                                                   Research objectives………………………….………3 ...
Research Objectives                • Learn what the ideal brand partnership looks like from the                  female bl...
Methodology            • Sample:                Survey fielded across 50,000 TapInfluence network members                 ...
Key Findings            • Nearly 2/3 of bloggers reject at least half of the brand pitches they              receive.     ...
Survey DemographicsCopyright TapInfluence, Inc. All Rights Reserved
Survey Demographics                                                               73% of all bloggers surveyed are        ...
Core Blog Categories                                                                          Top “Other” categories:     ...
Mobile Use                                                   Time spent PER DAY engaged in social media                   ...
Hours per week spent working on own blog     (n) = 2,251Copyright TapInfluence, Inc. All Rights Reserved
Hours per week spend engaged with other blogs                                                     Bloggers who spend 6 or ...
Blog traffic: unique visitors per month                                                   (n) = 1,539, of those who knew t...
Blogging as a Business     67% of respondents think revenue generation     is somewhat or very important.                 ...
Bloggers favor brand-sponsored social media                          and blog campaigns!                    93% have purch...
What boggers want in a brand relationship                                                   90% of bloggers surveyed were ...
Most popular brand categories (view 1)16Copyright TapInfluence, Inc. All Rights Reserved
Most popular brand categories (view 2) 17Copyright TapInfluence, Inc. All Rights Reserved
What’s TRUST got to do with it?       • 70% of bloggers trust a brand more when that brand is promoted         or recommen...
How brands are reaching out to bloggers                                                          In-person relationship op...
Effectiveness of brand pitches                                                   Number of brand pitched received by blogg...
What types of campaigns were accepted?                                                          Most common forms of      ...
What product category campaigns were accepted? (n) = 2,548, respondents could choose more than one.Copyright TapInfluence,...
Reasons for negative experiences                                                       12% of bloggers had a              ...
Brands creating successful partnerships24Copyright TapInfluence, Inc. All Rights Reserved
About TapInfluence              TapInfluence (formerly BlogFrog) is a network of over 50,000 women bloggers and provides  ...
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TapInfluence and The Social Studies Group: "Brands and Women Bloggers Influencer Partnership Study"

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TapInfluence (formerly BlogFrog) Co-founder Holly Hamann and The Social Studies Group Partner Wendy Scherer Present "Brands and Women Bloggers Influencer Partnership Study" May 10, 2011

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Transcript of "TapInfluence and The Social Studies Group: "Brands and Women Bloggers Influencer Partnership Study""

  1. 1. formerly 2011 Brands and Women Bloggers Influencer Partnership Study by TapInfluence and The Social Studies GroupCopyright TapInfluence, Inc. All Rights Reserved
  2. 2. 2011 Brands and Women Bloggers Study Research objectives………………………….………3 Methodology…………………………………….……..4 Key Findings……………………………………….…….5 Survey demographics……..………….……….……6 What do women bloggers want?..............15 Bloggers’ brand experience…………………….19 Top rated brands……………………………….……24 Holly Hamann Wendy Scherer Co-founder, TapInfluence Partner, The Social Studies Group holly@tapinfluence.com wscherer@socialstudiesgroup.comCopyright TapInfluence, Inc. All Rights Reserved
  3. 3. Research Objectives • Learn what the ideal brand partnership looks like from the female blogger perspective. • Learn which product category campaigns are most desirable. • Gauge how trust and social good influence bloggers’ partnership choices. • Measure how effective brands currently are at connecting, pitching, and compensating women bloggers. • Determine which brands are the most successful at forming women blogger partnerships.Copyright TapInfluence, Inc. All Rights Reserved
  4. 4. Methodology • Sample: Survey fielded across 50,000 TapInfluence network members representing 6MM+ audience. 95% female membership. • Timing: • Surveys completed between April 6 and April 25, 2011 • Margin of Error: • Results of survey responses reported here have a margin of error of + or – 1-2% at a 95% confidence level. • Size (n): • 2,480 respondents. 1,967 surveys completed in their entirety. • Survey design and methodology: • Designed by TapInfluence with assistance from The Social Studies Group, a social media research company. Fielded online by The Social Studies Group.Copyright TapInfluence, Inc. All Rights Reserved
  5. 5. Key Findings • Nearly 2/3 of bloggers reject at least half of the brand pitches they receive. • Social good matters. Campaigns that include an element of social good increase trust levels for 56% of bloggers surveyed. • Women bloggers want long-term, deeper relationships with a few special brands. • Compensation matters. 90% are interested in working with brands, so long as there is some form of compensation. • As consumers, women bloggers are highly influenced by other blogs. 93% have purchased a product based on brand information found on a blog or online community. • Bloggers who spend 6 or more hours a week engaging with other blog communities show a correlated increase in revenue.Copyright TapInfluence, Inc. All Rights Reserved
  6. 6. Survey DemographicsCopyright TapInfluence, Inc. All Rights Reserved
  7. 7. Survey Demographics 73% of all bloggers surveyed are moms with children (under 18) living at home.Copyright TapInfluence, Inc. All Rights Reserved
  8. 8. Core Blog Categories Top “Other” categories: • Personal • Beauty • Books • Faith/Religion (n) = 6,524, respondents could choose more than oneCopyright TapInfluence, Inc. All Rights Reserved
  9. 9. Mobile Use Time spent PER DAY engaged in social media from mobile phone (n) = 1,570 of those who engaged in social media from mobile phone.Copyright TapInfluence, Inc. All Rights Reserved
  10. 10. Hours per week spent working on own blog (n) = 2,251Copyright TapInfluence, Inc. All Rights Reserved
  11. 11. Hours per week spend engaged with other blogs Bloggers who spend 6 or more hours per week commenting on other blog communities show a correlated increase in revenue. (n) = 2,230 Hours per weekCopyright TapInfluence, Inc. All Rights Reserved
  12. 12. Blog traffic: unique visitors per month (n) = 1,539, of those who knew their traffic details.Copyright TapInfluence, Inc. All Rights Reserved
  13. 13. Blogging as a Business 67% of respondents think revenue generation is somewhat or very important. For the 21% earning $1,000 or more, almost all are spending at least 30 hours a week working on their blogs. Top revenue-generating blog categories: 1. Deal/Frugal 2. Family/Parenting 3. Food 4. Lifestyle13 (n) = 1,025, of those who generated revenue from their blog.Copyright TapInfluence, Inc. All Rights Reserved
  14. 14. Bloggers favor brand-sponsored social media and blog campaigns! 93% have purchased a product based on information they found on a blog or online community. •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. (n) = 2,223Copyright TapInfluence, Inc. All Rights Reserved
  15. 15. What boggers want in a brand relationship 90% of bloggers surveyed were somewhat or very interested in working with brands, provided they were compensated. (n) = 2,093Copyright TapInfluence, Inc. All Rights Reserved
  16. 16. Most popular brand categories (view 1)16Copyright TapInfluence, Inc. All Rights Reserved
  17. 17. Most popular brand categories (view 2) 17Copyright TapInfluence, Inc. All Rights Reserved
  18. 18. 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. (1) • 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). (2) 1. (n) = 2,128 2. (n) = 2,099Copyright TapInfluence, Inc. All Rights Reserved
  19. 19. How brands are reaching out to bloggers In-person relationship opportunities may be under-utilized. 58% of bloggers have never been approached by a brand to work on a campaign (n) = 3,322, respondents could choose more than one.Copyright TapInfluence, Inc. All Rights Reserved
  20. 20. Effectiveness of brand pitches Number of brand pitched received by bloggers each year • 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. (n) = 1,254Copyright TapInfluence, Inc. All Rights Reserved
  21. 21. What types of campaigns were accepted? Most common forms of compensation: 1. Free or discounted products 2. Traffic to blog 3. Money (n) = 3,071, respondents could choose more than one.Copyright TapInfluence, Inc. All Rights Reserved
  22. 22. What product category campaigns were accepted? (n) = 2,548, respondents could choose more than one.Copyright TapInfluence, Inc. All Rights Reserved
  23. 23. Reasons for negative experiences 12% of bloggers had a negative experience working on a brand campaign. (n) = 485 respondents could choose more than one.Copyright TapInfluence, Inc. All Rights Reserved
  24. 24. Brands creating successful partnerships24Copyright TapInfluence, Inc. All Rights Reserved
  25. 25. About TapInfluence TapInfluence (formerly BlogFrog) is a network of over 50,000 women bloggers and provides a community-building technology platform for bloggers and brands. TapInfluence powers thousands of women-centric niche communities, and provides engagement solutions for brands that enable relationship and trust-building with women and mom consumers. TapInfluence is a private company headquartered in Boulder, CO. www.theblogfrog.com. About The Social Studies Group The Social Studies Group is a social media research company specializing in deep analyses of social media conversations for brand-related target markets. The Social Studies Group helps companies better understand their customers, competitors, markets and industries for marketing and PR, product development, discovery of new markets, business strategy, and more. www.socialstudiesgroup.comCopyright TapInfluence, Inc. All Rights Reserved
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