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社会化媒体赞助广告研究报告
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社会化媒体赞助广告研究报告

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社会化媒体赞助广告研究报告

社会化媒体赞助广告研究报告

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社会化媒体赞助广告研究报告 Presentation Transcript

  • 1. the state ofsocial media sponsorships 2011
  • 2. about the report➡ Information gathered from 3849 respondents during the month of June, 2011➡ Report spread to participants via email, Twitter, Facebook, LinkedIn and other social media channels➡ Does not include IZEA marketplace data Click to here join the discussion on Twitter #stateofsms
  • 3. WHAT IS SMS? Social Media Sponsorship or “SMS” is the practice of providing compensation to a social media publisher in exchange for mention, promotion or review through that publisher’s social mediachannels. Compensation can be in the form of cash, free product or service, experiences, discounts, coupons or other special incentives.
  • 4. marketers
  • 5. marketers➡ The following information was collected from those respondents that indicated they made their living as a social media consultant, public relations professional or marketer
  • 6. sms participation Q : Have you ever compensated a social media publisher with cash, trips, gift cards, free product, coupons, discounts or other type of incentive with the 51.5% expectation that there would be some mention 48.5% through their social stream? Yes No SOURCE : IZEA Q2, 2011 SMS Survey
  • 7. direct sponsorship Marketer Use and Acceptance Among Different Forms of SMS100% Have Done Would Do90%80% 32.5%70% 35.6% 50.2% 42.8%60%50% 39.3% 48.8%40% 39.4%30%20% 23.2% 23.2% 10% 15.0% 0% Sponsored Blog Posts Sponsored Tweets Sponsored Videos Sponsored Photos Sponsored Checkins SOURCE : IZEA Q2, 2011 SMS Survey
  • 8. what is it worth? Marketer ResponseSponsored Blog Post $114.71Sponsored Tweet $63.64Sponsored Facebook Update $55.16Sponsored Video $112.46Sponsored Photo $54.58Sponsored Checkin $40.15Twitter Follower $46.53Facebook Like $45.63 SOURCE : IZEA Q2, 2011 SMS Survey
  • 9. advertiser compensation types Cash Free Product Discounts/Coupons No Compensation50% 46.1%45% 44.2% 41.8%40% 39.2% 37.2%35% 32.9%30% 29.5% 26.5%25% 20.9% 19.7%20%15% 13.4% 12.9% 10.6% 10.3%10% 9.1% 5.6%5%0% Prefer Willing to Provide Dislike Will not Provide SOURCE : IZEA Q2, 2011 SMS Survey
  • 10. advertiser values Most Important Factor in Considering an SMS Offer Least Most Overall Rank Important ImportantQuality of Content 5.2% 12.5% 31.8% 50.5% 1Relevance to Industry 11.1% 16.9% 23.9% 48.0% 2Comments and Engagement 5.3% 22.0% 38.1% 34.7% 3Raw Traffic or Followers 9.3% 22.7% 38.1% 29.9% 4Personality of Publisher 8.4% 27.7% 33.3% 30.6% 5 SOURCE : IZEA Q2, 2011 SMS Survey
  • 11. measuring sms success Not Important Somewhat Important Q: How do you measure success? Important Very Important 26.1% 25.6% 14.1% 37.9% 20.9% 39.8% 5.9% 5.9% 41.0% 4.3% 5.8% 38.1% 27.0% 35.1% 30.5% 42.1% Quality of Content Sentiment of Content Click Through Rate Cost Per Click SOURCE : IZEA Q2 2011 SMS Survey 23.9% 28.6% 26.5% 22.5% 34.5% 35.8% 6.5% 9.2% 5.6% 6.1% 39.5% 37.8% 24.3% 28.5% 35.0% 35.6% Cost Per Acquisition Cost Per Impression Comments Shares
  • 12. ftc guidelines Awareness Among PR, Social Media and Marketing Professionals50% 2010 201145% Q: Are you aware of the FTC40% guidelines for endorsements35% 35.0% 35.8% in social media? 29.2% 29.9%30% 26.1%25% 24.4%20%15% 10.6%10% 9.0%5%0% No Have Heard of Them Have Read Them Read & Understand SOURCE : IZEA Q2, 2010, 2011 SMS Survey
  • 13. publishers
  • 14. publishers➡ The following information was collected from those respondents that indicated they are an active blogger, Twitter user or other type of social media publisher.
  • 15. monetizing social media100% 88.4% 91.1% Q: Do you directly monetize90% your social media activities80% through advertisement, sponsorship or affiliate70% programs?60%50% I Do or Would Do I Would Not Do40%30% Y/Y Increase in20% +2.7% those in favor of direct monetization 11.6% of social media 10% 8.9% 0% 2010 2011 SOURCE : IZEA Q2, 2010, 2011 SMS Survey
  • 16. 51.5% of social media publishers haveaccepted compensation for sponsored content 39.2% would SOURCE : IZEA Q2, 2011 SMS Survey
  • 17. 60% of those who said theywould not accept compensation said they would accept a free car for a year in exchange for blog posts and tweets SOURCE : IZEA Q2, 2011 SMS Survey
  • 18. advertisers are reaching out Q: Have you ever been approached by someone 60.8% offering cash, free products, discounts or other compensation in exchange for a blog post, tweet or other social media promotion? Yes 39.2% No SOURCE : IZEA Q2, 2011 SMS Survey
  • 19. what have you engaged in? 2 0 1 0 2 0 1 1 direct sponsorship57.6% 62.8% +5.2% compensation for a specific post or series of posts. indirect sponsorship49.3% 51.4% +2.1% free product was provided, the post was expected but not required by advertiser. material relationship27.2% 29.4% +2.2% posts to promote a client, your employer or other party with whom you have a financial connection. SOURCE : IZEA Q2, 2010, 2011 SMS Survey
  • 20. direct sponsorship Publisher Use Among Different Forms of SMS SPONSORED SPONSORED SPONSORED SPONSORED SPONSORED BLOG POSTS TWEETS & UPDATES VIDEOS PHOTOS CHECKINS100%90% 30.4% 39.9% 43.2%80% 40.5% 64.6% 64.7%70% 56.1% 57.9% 64.3% 54.7%60%50% 52.2% 44.5% 46.5%40%30%20% 17.6% 15.7% 16.3% 10% 14.4% 11.6% NA 0% 2010 2011 2010 2011 2010 2011 2010 2011 2010 2011 Have Done Would Do SOURCE : IZEA Q2, 2010, 2011 SMS Survey
  • 21. blogging for a living Q: If you could quit your day 50.8% job to become a full time blogger would you? 14.3% I already have I would 10.3% Maybe No Way 24.6% SOURCE : IZEA Q2, 2011 SMS Survey
  • 22. time investment Hours Per Month Invested in Social Media25% 2010 201123% 21.1% 20.2% 19.3% 19.7%20% 19.2% 18.6% 18.1%18% 16.9%15% 12.4%13% 11.6% 11.4% 11.6%10%8%5%3%0% 1-10 11-20 21-40 41-80 81-160 160+ SOURCE : IZEA Q2, 2010, 2011 SMS Survey
  • 23. publisher compensation Cash Free Product Discounts/Coupons100% 2010 2011 2010 2011 2010 201190%80% 75.4% 71.0% 69.3%70% 64.8%60% 53.2%50% 49.2% 41.8%40% 35.6% 31.0%30% 26.9% 25.4% 22.8%20% 11.3% 10% 9.0% 5.3% 4.2% 2.1% 2.6% 0% Prefer Accept Dislike SOURCE : IZEA Q2, 2010 , 2011 SMS Survey
  • 24. 77.1% of social media publishers dislikewhen no compensation is offered from an advertiser or brand SOURCE : IZEA Q2, 2011 SMS Survey
  • 25. publisher values Most Important Factor in Considering an SMS Offer Least Most Overall Rank Important ImportantQuality of Advertiser 3.70% 8.10% 27.20% 60.90% 1Value of Compensation 3.90% 11.10% 37.10% 47.90% 2Form of Compensation 3.80% 11.40% 37.70% 47.10% 3Clear Disclosure 4.70% 13.20% 33.70% 48.40% 4Ease of Transaction 3.80% 11.70% 41.30% 43.20% 5Giveaways for My Readers 9.2% 19.00% 43.70% 28.10% 6 SOURCE : IZEA Q2, 2011 SMS Survey
  • 26. ftc guidelines Awareness Among Social Media Publishers50% 2010 201145% 42.8% Q: Are you aware of the FTC40% 37.9% guidelines for endorsements35% in social media?30% 29.5% 25.0% 25.5% 24.7%25%20%15%10% 7.6% 6.9%5%0% No Have Heard of Them Have Read Them Read & Understand SOURCE : IZEA Q2, 2010, 2011 SMS Survey
  • 27. twitter followers Total Followers on Personal Account35% 33.1% 31.4% 2010 201132%28% 27.1% 24.7%25%21%18% 16.4% 14.3%14% 13.4%11% 8.2% 7.8% 6.9% 7% 5.0% 4.2% 4.3%4% 2.6% 2.0% 0.6%0% Don’t Use 1-100 101-1k 1k-2.5k 2.5k-5k 5k-10k 10k-100k 100k+ SOURCE : IZEA Q2, 2010, 2011 SMS Survey
  • 28. tweeter expectation a sponsored tweet from my account is worth $134Q: How much do youthink a tweet from yourpersonal twitteraccount is worth? Y/Y Increase in+8.0% perceived value by Tweeters Advertisers value at $63 SOURCE : IZEA Q2, 2010, 2011 SMS Survey
  • 29. twitter usage Twitter Frequency Among Social Media Publishers50% 47.8%45% Bloggers Non Bloggers40% 39.3%35%30% 25.0%25%20% 17.4% 17.4% 14.3% 15.2%15%10% 8.7% 8.7% 6.3%5%0% A Few Times a Month Once a Week Once a Day Many Times a Day I am an Addict SOURCE : IZEA Q2, 2010, 2011 SMS Survey
  • 30. blog traffic Monthly Page Views Received on Blog30% 2010 201127% 25.9%26.0%24% 23.2%21% 20.3%19.7% 20.0% 18.5%18% 16.8%15%12% 9.9%9% 8.4%6% 4.2% 4.5%3% 1.0% 1.1% 0.3% 0.4%0% I Don’t Know 0-1k 1k-5k 5k-25k 25k-100k 100k-1m 1m-5m 5m+ SOURCE : IZEA Q2, 2010, 2011 SMS Survey
  • 31. blogger expectation a sponsored post on my blog is worth $190Q: How much do youthink a blog post onyour personal blog isworth? Y/Y Increase in+6.1% perceived value by Bloggers Advertisers value at $147 SOURCE : IZEA Q2, 2010, 2011 SMS Survey
  • 32. ANNUAL DOLLARS invested by publishers per year60% 58.9% 2010 $984 54% 52.8% 2011 +38% 48% average 42% 36% Q: How much do you spend each 30% year on hosting, 26.3% 24% education, 21.6% 22.0% conferences, and 18% other social media 12% expenses? 10.9% 6% 2.1% 2.1% 1.9% 1.7% 0% $10k+ $5-10k $1-5k $1.00-1k $0 SOURCE : IZEA Q2, 2010, 2011 SMS Survey
  • 33. sms income by category Average Annual Income from SMS by Blog Category $1,669 Men’s Lifestyle $4,551 $3,256Family & Parenting $3,201 $1,698 Marketing $3,101 $1,333 Technology $2,725 $1,319 Social Media $2,698 Includes cash $1,060 Beauty & Style $2,631 and non-cash $771 compensation Life In General $2,438 $1,339 2010 2011 Entertainment $2,057 $0 $500 $1,000 $1,500 $2,000 $2,500 $3,000 $3,500 $4,000 $4,500 $5,000 SOURCE : IZEA Q2, 2010, 2011 SMS Survey
  • 34. ethical sponsorships 2010 2011 24.0% 26.2% 25.7% 21.9% 20.5% 17.6% 30.5% 33.6% Q: What form of disclosure What Do You Mean Disclosure In-Post do you use when working Disclosure Policy with advertisers? In-Post + Disclosure Policy SOURCE : IZEA Q2, 2010 SMS Survey
  • 35. you thank To learn more about SMS please contact Jerry Biuso, VP of Sales • 407.674.6916 jerry@izea.com