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Dmma blogger survey august 2012


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DMMA blogger survey ran on our site, over 114 responded to key focus on paid for promotion and measuring blogs.

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Dmma blogger survey august 2012

  1. 1. Blogger Survey 1
  2. 2. Objectives:• To engage with and ascertain requirements of this new industry channel• Understand the argument around whether bloggers should be paid• Understand how blogs should be measured• Define agency ‘rules of engagement’ with blogging community 2
  3. 3. Process:• On 17 July 2012 the DMMA hosted a live round table discussion whereby we engaged in a qualitative fashion with: • 5 bloggers • 2 PR agencies reps • 2 Digital agencies reps • 2 Journalists.• Along side this we live tweeted Q&As from the discussion and further engaged the digital community through Twitter• Collated all questions and opinions that arose through both the live discussion and Twitter to formulate the Blogger survey• From 31 July – 16 August 2012 we hosted the debate on the DMMA website• A total of 114 bloggers completed the survey 3
  4. 4. Who did we survey? 4
  5. 5. Which category does your blog fall under? 5
  6. 6. Other:• Pop Culture Analysis• Life lessons• All of the above• Entertainment• Green / sustainability• Humour/observation• Business / Leadership• SA Music Scene / Industry• Business, tech and web• Politics, philosophy• Marketing & Media• Auto/Cars / Motoring 6
  7. 7. Why did you start your blog? 7
  8. 8. Do you think an authentic opinion post is morevaluable to your audience than a paid for post? 8
  9. 9. Other:• A good balance is necessary• I wouldnt take payment to do a post I didnt really "feel", so it would still be an authentic opinion.• I will only post if I have an authentic opinion.• An even mix creates a nice balance• I dont think its as simple an answer, I turn away paid content all the time, it should be authentic either way• I try to make my paid posts as valuable and personal to my readers as my other opinion posts. I look for an "angle“• I like to think that my paid posts are still genuine. I will only post about a brand that I truly like or use myself. 9
  10. 10. Measurement 10
  11. 11. Which metrics do you think should be included for measurement ofyour blog when motivating for remuneration?% ofBloggers 11
  12. 12. In terms of being influential in specific spheres: What makes a blogger influential?% ofBloggers 12
  13. 13. Would you be willing to join a measurement programme in whichthe DMMA has access to your stats? 13
  14. 14. Paid for content 14
  15. 15. Do you send a report of number of entries, number of Tweets etcafter you have run a paid campaign for a brand? 15
  16. 16. Would you be willing to provide one if asked? 16
  17. 17. If bloggers are paid for their work - should they all subscribe tostandardised rate cards? 17
  18. 18. Other:• No. Charge whatever you are worth.• There should be layers of rates according to twitter followers, content, sponsorship amount and twitter followers/readers• Bloggers should not be paid.• Rates should be dependant on the material and audience.• They should be fair in their rate but it should be based on their own standards. 18
  19. 19. In regards to reach, how do you think bloggers should beremunerated? 19
  20. 20. Other:• It really depends on the goals laid out by the client, some of which cannot be finitely "reached".• Based on balance of both, as well as the quality of the work they produce.• Based upon a desired goal for the campaign, whether it be brand exposure (reach) or engagement• Overall influence: stats,click throughs, comments, posts, pings back, twitter discussions, RT, Facebook posts 20
  21. 21. Campaign remuneration: Which is more relevant to your blog? 21
  22. 22. Rules of Engagement 22
  23. 23. As a paid blogger, would you be open to being a part of a bloggerlisting so that agencies are able to contact you? 23
  24. 24. Which of the following options would you prefer a brand/agency representative to employ when approaching you?% ofBloggers 24
  25. 25. When a brand approaches you as a blogger to run a possiblefeature, what do you ask for in return? 25
  26. 26. Would you run a campaign based on a product exchange basis?Or are you only interested in working with brands/agencies who arepaying in cash? 26
  27. 27. Would you be willing to tag paid-for posts as “sponsored post”? 27
  28. 28. What do you think about a self-regulated network or "portal" thatwill standardise interactions with brands and advertisers? 28
  29. 29. Insights:• In order to receive payment and remain credible in the eyes of their audience, bloggers need to keep a balance of the following pillars: • Paid for content • Authentic opinion pieces• Bloggers are a mixture of the following digital components and need to be considered as such. • Publishers – Content creators & paid for content • Social media – 2 way conversation • Affiliates – On-going influencer engagement 29
  30. 30. Next Steps• Offer bloggers with under 15 000 UB a Free 12 month membership to the DMMA• Offer those new members the option of being a part of a blogger listing from which agency members can access their analytics and assign fair rates when requesting paid for content to be created. 30
  31. 31. THANK YOU 31