Technorati has pubished and presented at Ad:Tech NY its "State of the Blogosphere 2010" With interesting new key findings! Check it out!

1. 2010| STATE OF THE BLOGOSPHERE
Presented To: ad:tech
Presented By: Richard Jalichandra
CEO, Technora9 Media
Wendy Hu>er
SVP, Penn Schoen Berland
Date: November, 2010

2. THE STATE OF THE BLOGOSPHERE IS…

3. WHO ARE THE PROFESSIONAL BLOGGERS
AND
JUST HOW PROFESSIONAL ARE THEY?

4. HOW ARE BLOGGERS USING SOCIAL MEDIA?

5. WHAT ARE BLOGGERS SAYING ABOUT
YOUR BRAND?

6. WHAT’S ADVERTISING’S ROLE
IN THE BLOGOSHPERE?

7. WHAT DO CONSUMERS THINK OF BLOGS?

8. WHAT’S UP WITH THE WOMEN’S
MOVEMENT – THE “MOMMY BLOGGERS”?

9. AND LASTLY, THE QUESTION I GET ASKED MOST…
HOW CAN I…

10. …BECOME A FAMOUS BLOGGER?!

11. 2009: WHAT WE LEARNED
• The rising class of professional bloggers was even more ac9ve and
prolific in 2009
• Professional bloggers invest vastly more 9me and resources into
their blogs
• The majority of bloggers blog about brands
• We interviewed 20 superstar bloggers including Arianna Huffington
and Michael Arrington. The most common piece of advice?
BE PASSIONATE
11

12. 2010: WHAT WE’RE LOOKING AT NOW
• The rela9onship between brands & bloggers
• The convergence of blogging and other social media
• The impacts of new technology on blogging
• Consumers’ trust & abtudes toward blogs & other media
• How women and mommy bloggers are influencing brands,
the blogosphere, and mainstream media
• Our largest blogger survey ever: 7,200 bloggers
– Conducted by Penn Schoen Berland
• Addi9onal consumer survey of 1,000+
– Conducted by Technora9 Media and Crowd Science
• Interviews & profiles of leading women bloggers
• Technora9 index data
12

13. KEY FINDINGS FOR 2010

14. WHO ARE THE BLOGGERS?
• Hobbyists
– blog for fun
– do not report any income from blogging
– measure success by personal sa9sfac9on
• PROFESSIONAL Part‐Timers
– blog to supplement their income or as part of their job
– 1 in 3 update their blog at least 1x a day
– Measure success by traffic
• PROFESSIONAL Corporate
– blog full‐9me for a company
– blog to share their exper9se
– most likely to have worked in tradi9onal media
• PROFESSIONAL Self‐Employed
– blog full or part 9me for their own company
– 57% own a company and have a blog related to their business
– 19% say their blog is their company
14
2009
2010

15. WHO ARE THE BLOGGERS?
• Two‐thirds are male
• 65% are 18‐44
• More affluent and educated than the
general populaPon
– 79% have college degrees / 43% have
graduate degrees
– 1/3 have a household income of $75K+
– 1/4 have a household income of $100K+
• 81% have been blogging more than 2 years
• Professionals blog 10+ hours/week
• Professionals have an average of 3.5 blogs
• 11% say blogging is their primary income
15
Average posts per month by
Technora9 Authority
The Technorati Top 100
bloggers generate 500x
more posts

16. BLOGGERS AND MAINSTREAM MEDIA
• 33% of bloggers have worked within tradiPonal media
– Half of Corporate bloggers have worked within tradi9onal media
– .06% of the US labor force were employed as journalists in 2009
• 27% are s9ll employed by the tradi9onal media
– 3 percent of all respondents blog for their tradi9onal media employer
– 24% blog separately
• 65% agree that blogs are gebng taken more seriously
• 48% agree most people will get news & info from blogs in next 5 years
– 35% already do so now
– 27% believe that newspapers will
not survive in the next ten years
16

17. PROS ARE MORE SOPHISTICATED IN USE OF FACEBOOK
• 87% of all bloggers use Facebook
• 81% use Facebook to promote
their blog
• 64% use to interact with readers
• 45% say Facebook is a more
effec9ve traffic driver than a year
ago
• 15% of Hobbyists / 46% of Part
Timers / 67% of Self Employed
use Facebook to market their
business
• Pros are more likely to have
a separate Facebook page
for their blog
17
0
10
20
30
40
50
60
70
All Hobbyist Part Timer Corporate Self
Employed
Do you have a Facebook page for your blog separate
from your personal account?

18. MICRO‐BLOGGING SOLIDIFIES HOLD ON BLOGOSPHERE
• 73% of Hobbyists /
88% of Pros use Twi>er
• More than half link
Twi>er to their blog
• One third of TwiZer
NON‐users say they
prefer Facebook for
short updates and
posPng links
• 34% say Twi>er is a
more effec9ve traffic
driver than a year ago
18
0 50 100
Other
To interact with celebri9es
To interact with poli9cians
To make plans with friends/social
groups
To interact with companies
To market my business
For research
To keep up with the events in my
friends’ lives
To interact with readers of my blog
To keep up with news events
To understand what people are buzzing
about
To bring interes9ng links to light
To promote my blog
Self Employed
Corporate
Part Timer
Hobbyist
All

19. OTHER SOCIAL MEDIA USE (NON‐FACEBOOK / TWITTER)
19
• A few other social media
channels stand above the
rest
— LinkedIn has proven
the viability of
business‐specific social
networking
— YouTube & Flickr
significantly outpace
their compe9tors in
the video and photo
sharing spaces
0 10 20 30 40 50 60
None
Other
Lala
ASmallWorld
Loopt
Friendster
Orkut
Yelp
Plaxo
Myspace
Last.fm
Vimeo
Tumblr
Foursquare
Digg
Picasa
Stumble Upon
Del.icio.us
Flickr
YouTube
LinkedIn

20. HOWEVER…
IT’S JUST FACEBOOK & TWITTER FOR DRIVING TRAFFIC
20
0 5 10 15 20 25 30
None
Other
ASmallWorld
Del.icio.us
Foursquare
Friendster
Lala
Last.fm
Loopt
Myspace
Orkut
Picasa
Plaxo
Vimeo
Yelp
Digg
Tumblr
Flickr
YouTube
Stumble Upon
LinkedIn
Twi>er
Facebook
Social Media
Traffic Drivers

21. OVERALL TRAFFIC DRIVERS
21
0 20 40 60 80 100
Pay for online adver9sing
Create a blog on a broader blog network
A>end conferences for bloggers
Digg
YouTube
Produce content for other blogs or websites
List on a blog directory
Search engine op9miza9on (SEO)
Link to other blogs in a blogroll
List on Google
Comment on other blogs and hope for reciprocity
List on Technora9
Facebook
Twi>er
Tag blog posts
Self Employed
Corporate
Part Timer
Hobbyist
All

22. MOBILE PLATFORMS ARE CHANGING BLOGGING STYLE
• 39% say tablets and smartphones have impacted their blogging style
– 70% are wri9ng shorter posts
– 54% are pos9ng more spontaneously
– 50% are pos9ng photos taken with their smartphone; 15% pos9ng videos
– 24% are using shorter posts or photos to make their blog more appealing to
mobile users
– 15% are using less Flash, and 7% are using HTML 5 more oxen
• 24% blog from a tablet or smartphone, up 4 points from 2009
– 88% of mobile playorm users are on their smartphone, 21% on tablet
– 61% are blogging more from tablets or smartphones than last year
• Bloggers spend an average of 27.3 hours a week consuming and sharing
media from tablets or smartphones , up from 20 hours in 2009
22

23. BRANDS IN THE BLOGOSPHERE
23
• Nearly half of non‐corporate pro bloggers write about brands
• 1/4 bloggers overall post product or brand reviews monthly
• 1/5 bloggers post weekly
• 20% of corporate bloggers post daily about products & services
0 10 20 30 40 50 60
I blog about brands that I love (or
hate)
I blog about company informa9on
or gossip I hear
I blog about some of my everyday
experiences in stores or with
customer care
I never talk about products or
brands on my blog
I post product or brand reviews
Self Employed
Corporate
Part Timer
Hobbyist
All

24. BLOGGERS CARE DEEPLY ABOUT BRAND REPUTATION
• 71% only write about brands & products whose reputaPons they approve of
• 1 in 3 boyco> products
– 1 in 5 write about their boyco>s & why
– They also advocate others boyco> products from those companies too
• 90% say it’s important that adverPsing on their sites aligns with their values
• 1/3 of hobbyists and more than half of Pros say that a brand’s overall
reputa9on influences their willingness to write about it
24

25. BLOGGERS DESIRE PROFESSIONAL‐LEVEL INTERACTION
• 1/2 of Pros & 1/4 of Hobbyists have been approached by a company to
write about their brand or products
• 64% of bloggers say they are treated less professionally by brand
representaPves than are the tradiPonal media
– Just 20% characterize their interac9ons with brand representa9ves as posi9ve
• The majority of bloggers (55%) are aware of the FTC’s ruling on
disclosure, with a higher awareness among pro segments (up to 70%)
– Two thirds say the ruling has had no effect
– One third say they are more likely to disclose rela9onships with a brand
– Bloggers are offended by brands asking them to cross the line
25

26. INFLUENCING THE INFLUENCERS
26
Viral effect:
Bloggers are most
influenced by other
bloggers.
0 5 10 15 20 25 30 35 40 45
Other
Podcasts I listen to
Radio programs I listen to
Web portals like Yahoo! or AOL
News aggregators like Drudge
Report or Huffington Post
Television shows I watch
Conversa9ons with family
Social media accounts I follow
News websites like CNN.com or
NYTimes.com
Conversa9ons with friends
Blogs I read
Self Employed
Corporate
Part Timer
Hobbyist
All

27. MONETIZATION AND REVENUE
• 1 in 4 blogs with adverPsing now use an ad network
– 1 in 5 in 2009
– 7% have a dedicated sales force (31% of Corporate)
• 54% increase in number blogs with ad tags from 2009 to 2010
– 2008 67% of ad tags were Google
– 2009 47% of ad tags were Google
– 2010 44% of ad tags are
• Types of adver9sing:
– Display ads 27% (40% in 2009, 28% in 2008)
– Search ads 25% (39% in 2009)
– Affiliate links 25% (36% in 2009)
– Paid pos9ngs 6% (8% in 2009)
• Best performing ads: 38% say standard display ads perform best on blogs
– 47% allow rich media
– 33% allow paid advertorial posts
Data supplied by

28. WHAT DO CONSUMERS SAY ABOUT BLOGS?
• 46% trust tradiPonal media less than they did 5 years ago
• 34% say blogs are gefng taken more seriously as sources of informaPon
• 19% say Blogs are oxen be>er wri>en than tradi9onal media
• 39% say more people will be gefng their news and entertainment from
blogs than from tradiPonal media in the next 5 years
– 37% say Newspapers will not be able to survive in the next ten years
• 29% say Facebook is gebng taken more seriously as a source of
informa9on
• 18% say Twi>er is gebng taken more seriously as a source of informa9on
28 Source: TechnoraE Media and Crowd Science

29. CONSUMERS: TRUST BRAND INFO
29
Which sources do
you trust for brand,
product, or service
informa9on?
Source: TechnoraE Media and Crowd Science

30. CONSUMERS: RECOMMEND PRODUCTS & SERVICES
30
What is your
likelihood to
recommend a brand,
product, or service
from these
informa9on sources?
Source: TechnoraE Media and Crowd Science

31. CONSUMERS: PURCHASE INTENT
31
What is your
likelihood to
purchase a brand,
product, or service
from these
informa9on sources?
Source: TechnoraE Media and Crowd Science

32. WOMEN BLOGGERS ARE MORE THAN MOMMY BLOGGERS
• Moms who blog about parenPng are about 5% of all bloggers
– Only 13% of this group say they PRIMARILY blog about parenPng
– Leading topics are Entertainment, Health, Travel, Technology and News
• 81% update their blogs at least once a week
• 20% blog from tablet or smartphone – 66% do so more frequently than 2009
• 92% use Facebook & 75% use Twi>er to promote their blog
• They are the most likely of all bloggers to blog about brands
– 55% follow brands on social media
– 54% have been approached by a brand
– Half say that a brand’s reputa9on influences their willingness to write about it
• 28% have worked as a journalist; 33% are s9ll employed by in media
• 72% of mom bloggers report blogs are taken more seriously as info sources
32

33. THE SUM OF ALL THE PARTS:
THE BLOGOSPHERE IS GROWING INTO A
MATURE MEDIA CHANNEL
33

34. SO……..
HOW DO I TOO BECOME A FAMOUS BLOGGER?!

35. 35

36. THANK YOU
RICHARD JALICHANDRA
WWW.JALICHANDRA.COM
TWITTER.COM/JALICHANDRA
WENDY HUTTER
WWW.PSBRESEARCH.COM
TWITTER.COM/PSBRESEARCH