Uncovering the Brand-Blogger Value Exchange

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  • *Readership is Based on Moms with Kids Under 18(Other studies support growth of published blogs/bloggers across categories, but no general readership)*Other social platforms are supporting blog growth – that’s how they get to know their readers/grow2010 17.5 Million2012 19.4 Million2013 19.9 Million2011 18.3 Million2014 20.8 Million
  • Discussion points: continuing to look at ways evaluate: coupons on site, GA tracking, surveys
  • Discussion points: continuing to look at ways evaluate: coupons on site, GA tracking, surveys
  • Discussion points: continuing to look at ways evaluate: coupons on site, GA tracking, surveys
  • Discussion points: continuing to look at ways evaluate: coupons on site, GA tracking, surveys
  • example: Green/organic lifestyle often not a matchHave been turned down simple because they don’t use the product
  • example: Green/organic lifestyle often not a matchHave been turned down simple because they don’t use the product
  • example: Green/organic lifestyle often not a matchHave been turned down simple because they don’t use the product
  • Uncovering the Brand-Blogger Value Exchange

    1. 1. Uncovering the Brand-Blogger Value Exchange By Heidi Modarelli-Frank
    2. 2. Session Objectives• Gain an understanding of blogger influence and how Brands can leverage that influence to drive marketing objectives
    3. 3. Session Objectives• Gain an understanding of blogger influence and how Brands can leverage that influence to drive marketing objectives• Gain a better understanding of how the blogger community operates and what drives their interest in working with Brands
    4. 4. Session Objectives• Gain an understanding of blogger influence and how Brands can leverage that influence to drive marketing objectives• Gain a better understanding of how the blogger community operates and what drives their interest in working with Brands• Learn that “Mommy Blogger” is a bad word
    5. 5. Why Are We Even Talking about Bloggers?
    6. 6. Source: Nielsen, Women of Tomorrow, July 2011
    7. 7. 73%| Trust people they knowSource: Nielsen, Women of Tomorrow, July 2011
    8. 8. 73%| Trust people they know 32% |Trust Brand websitesSource: Nielsen, Women of Tomorrow, July 2011
    9. 9. 73%| Trust people they know 32% |Trust Brand websites 21% | Trust advertisingSource: Nielsen, Women of Tomorrow, July 2011
    10. 10. Potential Influencers
    11. 11. Social BroadcastersPotential Influencers
    12. 12. Social Broadcasters Mass InfluencersPotential Influencers
    13. 13. Truths and Myths about Bloggers
    14. 14. Truth or Myth?Bloggers are mostly Stay-At-Home “Mommies” looking to fill their pantries with free stuff
    15. 15. Truth or Myth?Bloggers are mostly Stay-At-Home “Mommies” looking to fill their pantries with free stuff MYTH
    16. 16. Social Activists Entrepreneurs EducatorsAuthors Smart Philanthropists Wives Scientists Husbands MothersBankers Dads Women Marketers Social Media Writers Intelligent Enthusiasts
    17. 17. Truth or Myth?With the prolific adoption of Facebook,Twitter, Pinterest and Instagram, blog readership is on the decline
    18. 18. Truth or Myth?With the prolific adoption of Facebook,Twitter, Pinterest and Instagram, blog readership is on the decline MYTH
    19. 19. Blog Readership Is on a Steady Incline 20.8 Million 17.5 Million 2010 2011 2012 2013 2014Source: Emarketer – data based on Moms w/Kids under 18
    20. 20. Truth or Myth?Blogger programs drive awareness, but have little impact on purchase behavior
    21. 21. Truth or Myth?Blogger programs drive awareness, but have little impact on purchase behavior MYTH
    22. 22. Bloggers Influence Purchase63% of Moms said that blog reviews influence their decision to buy a productSource: BlogHer, Babble 24
    23. 23. Bloggers Influence Purchase 63% of Moms said that blog reviews influence their decision to buy a product84% of Moms used advice from blogs when making important purchase decisions Source: BlogHer, Babble 25
    24. 24. Role in the Purchase FunnelAwareness Consideration Trial Repurchase Loyalty Recommendation
    25. 25. Role in the Purchase FunnelAwareness Consideration Trial Repurchase Loyalty Recommendation
    26. 26. Truth or Myth?Bloggers are dying to work with big Brands and will do it for free (or for coupons), just to get it on their resumé
    27. 27. Truth or Myth?Bloggers are dying to work with big Brands and will do it for free (or for coupons), just to get it on their resumé MYTH
    28. 28. It’s All about (Her Personal) Value Exchange • 100+ pitches a year
    29. 29. It’s All about (Her Personal) Value Exchange • 100+ pitches a year • Average $300 per post, $1,000+ for campaigns
    30. 30. It’s All about (Her Personal) Value Exchange • 100+ pitches a year • Average $300 per post, $1,000+ for campaigns • Decision criteria: > Brand recognized her individuality (they read her blog!) > Product/Brand fits family lifestyle > Brand values match > Opportunity to build relationship
    31. 31. Truth or Myth?Bloggers will publicly humiliate you if you give them a bad pitch
    32. 32. Truth or Myth?Bloggers will publicly humiliate you if you give them a bad pitch TRUTH
    33. 33. Personal Relevance: #1 Value
    34. 34. Personal Relevance: #1 Value
    35. 35. Truth or Myth? “Mommy blogger” is a forbidden termbecause it generalizes their content and stereotypes their interests
    36. 36. Truth or Myth? “Mommy blogger” is a forbidden termbecause it generalizes their content and stereotypes their interests TRUTH
    37. 37. It’s about Life, Not Housework and Mommying
    38. 38. In Summary: The Brand-Blogger Value Exchange Brands Want > To reach new audiences > To influence purchase > Trust/credibility
    39. 39. In Summary: The Brand-Blogger Value Exchange Brands Want Bloggers Want > To reach new audiences > Brands that get to know > To influence purchase them (and vice versa) > Trust/credibility > The opportunity to be genuine (and make a difference) > Fair compensation
    40. 40. Thank You.

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