2011 Brands and Women Bloggers Influencer Partnership StudyHolly Hamann Wendy SchererCo-founder, TapInfluence Partner, The Social Studies Groupholly@tapinfluence.com email@example.com Copyright TapInfluence, Inc. All Rights Reserved
We wanted to know:• 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?
Blogging as a Business67% of respondents thinkrevenue generation issomewhat or very important. For the 21% earning $1,000 or more, almost all are spending at Top revenue-generating blog least 30 hours a week working on categories: their blogs. 1. Deal/Frugal 2. Family/Parenting 3. Food 4. Lifestyle
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.
What bloggers want in a brand relationship 90% of bloggers surveyed were somewhat or very interested in working with brands, provided they were compensated.
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 In-person relationship opportunities may be under-utilized. 58% of bloggers have never been approached by a brand to work on a campaign
Effectiveness of brand pitches • 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
Elements of a good pitch• Personal• Targeted• Relevant• Compensation• Clear• Organized• Concise
Just like any perfect relationship… Photo source: Warner Bros.
Women bloggers want: Balance Commitment Partnership RespectClarity Relevant Products Social Engagement Compensation Copyright TapInfluence, Inc. All Rights Reserved
How do you get it?What bloggers want How to get itCommitment 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 Provide a high-quality product that is appropriately targeted (i.e. don’t ask aproducts 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