PRSA Boston 2013 Social Media Summit - Brand-Blogger Connection

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  • Confidential online survey conducted in March and April of 2013. 8% outside of U.S.
  • Confidential online survey conducted in March and April of 2013. 8% outside of U.S.
  • Confidential online survey conducted in March and April of 2013. 8% outside of U.S.
  • Confidential online survey conducted in March and April of 2013. 8% outside of U.S.
  • Confidential online survey conducted in March and April of 2013. 8% outside of U.S.
  • Confidential online survey conducted in March and April of 2013. 8% outside of U.S.

Transcript

  • 1. Source: 2013 Blogger-Brand Relationship Study; The Social Craft6 Lessons Learned fromthe 2013 Blogger-BrandRelationship SurveyCindy Meltzer @cindymeltzCharlene DeLoach @CharChroniclesJodi Grundig @JodiGrundigModerator: Julie Dennehy @dennehypr
  • 2. Source: 2013 Blogger-Brand Relationship Study; The Social CraftAbout the Survey
  • 3. Source: 2013 Blogger-Brand Relationship Study; The Social Craft227Bloggers29 U.S. States
  • 4. Source: 2013 Blogger-Brand Relationship Study; The Social Craft92% Female80% Ages 25-44
  • 5. Source: 2013 Blogger-Brand Relationship Study; The Social Craft84%Blogging 3years or moreFamily/parentingFood, recipes and/or cookingProducts and reviews
  • 6. Source: 2013 Blogger-Brand Relationship Study; The Social CraftMore than halfHave 10,000+ unique visitors permonth18%Have 50,000+
  • 7. Source: 2013 Blogger-Brand Relationship Study; The Social Craft93%Have donepromotionalwork withbrands
  • 8. Source: 2013 Blogger-Brand Relationship Study; The Social Craft30 questions coveredfour main topic areas:Establishing brandrelationshipsTypes of workCompensationOverall experience
  • 9. Source: 2013 Blogger-Brand Relationship Study; The Social CraftLesson 1Bloggers are business-savvy, creative contentcreators.
  • 10. Source: 2013 Blogger-Brand Relationship Study; The Social Craft32%41%48%49%52%78%Record family memoriesMake money/ get free productsPromote causes/social issuesMy blog is my businessBe a thought leaderI love to write“Why DoYou Blog?”
  • 11. Source: 2013 Blogger-Brand Relationship Study; The Social CraftLesson 2Bloggers areinundated withpitches that don’t fittheir blog.
  • 12. Source: 2013 Blogger-Brand Relationship Study; The Social Craft97%Get emailpitches daily40%Say very few tonone of the pitchesare a good matchfor their blog.
  • 13. Source: 2013 Blogger-Brand Relationship Study; The Social CraftLesson 3Bloggers are looking forlong-term marketingpartnerships.
  • 14. Source: 2013 Blogger-Brand Relationship Study; The Social CraftThe best experiences are ones in which the brand/PRperson forms a relationship so we continue to worktogether. I would go to the ends of the earth to helpLands End and Tide because of the on-goingrelationship weve forged.-Survey respondent
  • 15. Source: 2013 Blogger-Brand Relationship Study; The Social CraftLesson 4Bloggers know whatcontent resonates withtheir readers.
  • 16. Source: 2013 Blogger-Brand Relationship Study; The Social CraftWork Bloggers Are Asked to Dovs.WorkThey Feel is Most Successful in Engaging Readers60%41%6%64% 66%70%Product Reviews Giveaways Long termmarketingpartnerships"Frequently" Asked to Do"Always" or "Often"Successful
  • 17. Source: 2013 Blogger-Brand Relationship Study; The Social CraftLesson 5Bloggers want brandsand PR firms to lookbeyond the numbers.
  • 18. Source: 2013 Blogger-Brand Relationship Study; The Social Craft7%18%19%22%44%66%67%68%Community involvementKlout scoreYouTube subscribersInstagram followersPinterest followersBlog traffic statsFacebook fansTwitter followersBlogger Influence Statistics Most CommonlyRequested By BrandsA blogger with a smaller but loyal andtrusting readership often has moreinfluence than one with tons of pageviews. Some brands get this but many donot.-Survey respondent
  • 19. Source: 2013 Blogger-Brand Relationship Study; The Social CraftLesson 6Compensation canvary, but should matchthe amount of workrequired.A review that involves money isnta review, its a sponsored post.-Survey respondent
  • 20. Source: 2013 Blogger-Brand Relationship Study; The Social CraftWhat I see brands asking for isridiculous to expect: write apost, include photos, run agiveaway then mail the productthemselves, share on all socialchannels multiple times--itamounts to hours of the bloggerstime and also multiple "asks" oftheir audiences.-Survey respondent34%Saycompensation“rarely” or“never” matchesthe amount ofwork required.
  • 21. Source: 2013 Blogger-Brand Relationship Study; The Social CraftQ&A