formerlyReaching Female Consumers Through         Women Bloggers               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 aproduct 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 StudyHolly Hamann               Wendy SchererCo-founder, TapInfluen...
We wanted to know:• What does the ideal brand partnership look like?• Which product category campaigns are most  desirable...
Survey Demographics
Survey Demographics              73% of all bloggers surveyed              are moms with children              (under 18) ...
Core Blog Categories                                      Top “Other” categories:                                      • P...
Mobile UseTime 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                              Bloggers who spend 6 or more                   ...
When does she do all that?
Blog traffic: unique visitors per month
Blogging as a Business67% of respondents thinkrevenue generation issomewhat or very important.                            ...
Remember, she has one of these.
Bloggers favor brand-sponsored social media            and blog campaigns!          93% have purchased a product based on ...
What bloggers want in a brand relationship                        90% of bloggers surveyed were                        som...
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    ...
How brands are reaching out to bloggers                         In-person relationship opportunities                      ...
Effectiveness of brand pitches                         • Nearly 2/3 of bloggers reject at least                          h...
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                            compensa...
What product category campaigns were accepted?
Reasons for negative experiences                               12% of bloggers had a                                negati...
Brands creating successful partnerships
Just like any perfect relationship…                    Photo source: Warner Bros.
Women bloggers want:                                          Balance  Commitment                     Partnership         ...
How do you get it?What bloggers want                                   How to get itCommitment             Engage bloggers...
You’ll create influential partners,
And millions of these will thank you.
Thank You!       Holly Hamann  Co-founder, TapInfluence  holly@tapinfluence.com
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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 Conference

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TapInfluence Digital Impact Conference "Reaching Female Consumers Through Women Bloggers"

  1. 1. formerlyReaching Female Consumers Through Women Bloggers Holly Hamann Co-founder, TapInfluence
  2. 2. This is not your target audience.
  3. 3. This is.
  4. 4. She has 2.3 of these,
  5. 5. One of these,
  6. 6. Probably one of these,
  7. 7. And maybe one of these.
  8. 8. OK, not everyone has one of those.
  9. 9. But it’s all good.
  10. 10. Because she relies on these.
  11. 11. And guess where they go for info?
  12. 12. To online influencers. (a.k.a. my gratuitous influencer graphic)
  13. 13. Women bloggers
  14. 14. 93% of women bloggers have purchased aproduct based on brand information found on a blog or online community.
  15. 15. What do women bloggers want?
  16. 16. We asked 65,000 of them.
  17. 17. 2011 Brands and Women Bloggers Influencer Partnership StudyHolly Hamann Wendy SchererCo-founder, TapInfluence Partner, The Social Studies Groupholly@tapinfluence.com wscherer@socialstudiesgroup.com Copyright TapInfluence, Inc. All Rights Reserved
  18. 18. 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?
  19. 19. Survey Demographics
  20. 20. Survey Demographics 73% of all bloggers surveyed are moms with children (under 18) living at home.
  21. 21. Core Blog Categories Top “Other” categories: • Personal • Beauty • Books • Faith/ReligionThis is where thousands of untapped powerful niche communities live
  22. 22. Mobile UseTime spent PER DAY engaged in social media from mobile phone
  23. 23. To keep in touch with these.
  24. 24. Hours per week spent working on own blog
  25. 25. Hours per week spent engaged with other blogs Bloggers who spend 6 or more hours per week commenting on other blog communities show a correlated increase in revenue. Hours per week
  26. 26. When does she do all that?
  27. 27. Blog traffic: unique visitors per month
  28. 28. 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
  29. 29. Remember, she has one of these.
  30. 30. 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.
  31. 31. What bloggers want in a brand relationship 90% of bloggers surveyed were somewhat or very interested in working with brands, provided they were compensated.
  32. 32. Most popular brand categories (view 1)
  33. 33. Most popular brand categories (view 2)
  34. 34. 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).
  35. 35. 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
  36. 36. 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
  37. 37. Elements of a good pitch• Personal• Targeted• Relevant• Compensation• Clear• Organized• Concise
  38. 38. Remember, she has one of these.
  39. 39. What types of campaigns were accepted? Most common forms of compensation: 1. Free or discounted products 2. Traffic to blog 3. Money
  40. 40. What product category campaigns were accepted?
  41. 41. Reasons for negative experiences 12% of bloggers had a negative experience working on a brand campaign.
  42. 42. Brands creating successful partnerships
  43. 43. Just like any perfect relationship… Photo source: Warner Bros.
  44. 44. Women bloggers want: Balance Commitment Partnership RespectClarity Relevant Products Social Engagement Compensation Copyright TapInfluence, Inc. All Rights Reserved
  45. 45. 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
  46. 46. You’ll create influential partners,
  47. 47. And millions of these will thank you.
  48. 48. Thank You! Holly Hamann Co-founder, TapInfluence holly@tapinfluence.com

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