So B Summit Media 2 26 09


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  • Today, asking who is blogging or reading blogs is like asking who watches movies: it’s everyone
    What we look for
    Posts listed from newest to oldest, permalinks for each post, original content, posts structured with date, title, body, author, post boundaries, tags, categories, and comments, feed URL for the content of the blog
    What we don’t
    Forums, social networks, chat streams, web pages, standalone feeds or aggregation sites
    Trends stories and behaviors here heavily influence mainstream media the rest of the blogpshere
  • Is this blog active?
    Has this blog been updated in the last 1 / 7 / 30 / 90 / 120 days?
    Is this blog part of the collective community?
    Is this blog linking to others
    Are others linking to this blog?
    Has this blog posted original content, opinion or reaction?
  • As we mentioned, bloggers are not a homogenous group. One way of segmenting bloggers is by their blog type:
    4 in 5 bloggers are personal bloggers who blog about topics of personal interest. About half of bloggers are professional bloggers – blogging is not necessarily their full time job, but they blog about their industry or profession in an unofficial capacity. 12% of bloggers blog in an official capacity for their company.
    Of course these groups are not mutually exclusive. More than half of professional and corporate bloggers are also personal bloggers. This could be on a separate blog or they may blog about personal interests within their professional blog. Throughout this report, we will identify when we are speaking about personal bloggers as a group or corporate and professional bloggers.
  • Self expression and meeting new like minded people are the top reasons for blogging. Secondary reasons include having an entrée into the traditional media world, career enhancement or supplementing income.
    Some “other” reasons re. why people blog:
    Book publicity, for fun, writer, activism, personal satisfaction, self promotion, to become known as an expert, keep track of my life, share my passion
    My favorite: “to bake half-baked ideas”
  • 82% look to more than one means to measure the success of their blog, with the average blogger looking at four distinct metrics. Personal satisfaction is the most popular measure of success, followed by a variety of quantifiable metrics ranging from revenue, to number of subscribers or comments.
  • Red denotes professional / news topics vs. personal/entertainment
    Both types of content topics are equally big
    Global differences:
    - Music more popular in Asia
    - Politics less popular in Asia
    - Personal musings and religion less popular in Europe
  • Tagging blog posts is another way of ensuring that people can search for relevant content within your blog. Technorati’s tracking data shows the Top 100 bloggers use tags much more frequently than even the next 500 and much more than the next 5000. The top 100 bloggers are twice as likely to use tags in their blog posts compared to the average of the 5MM active bloggers.
  • They are also tremendously sophisticated in leveraging the available tools to make their blogs more robust or easily updatable. Whether it is syndicating their content through an rss feed or employing video and photos on their blog or updating their blog via mobile device. On average, bloggers are using seven of the 13 tools listed. Among those with widgets, the majority use 4+ widgets on site and 2/3 would include a widget with an ad. Among those with RSS feeds, 3 in 4 support full content feeds
  • Active bloggers have learned a variety of techniques for attracting visitors to their blog. Among their top activities are listing their blogs on Technorati and Google, commenting or linking to other blogs. Participating in a blogroll or blog directory and tagging blog posts so that they are more easily searchable.
    Bloggers do an average of 5 different activities to attract visitors; 28% do 7+ activities
  • We analyzed the differences between the top 10% of our bloggers in terms of ad revenue compared to our average blogger. Three quarters of these successful bloggers are male, and 4 in 10 are self employed (twice as high as the average blogger). They are also more likely to be professional or corporate bloggers.
    Overall, this group is more sophisticated in terms of the tools that they use, their usage of readership events and advertising platforms. They also spend more resources (both time and money) invested in their blogs.
  • As can be expected, bloggers weekly time spent with media is radically different than the average US consumer. They spent twice as much time online as US adults 18-49, and one third as much time watching television.
    18-49 year olds spend on average weekly:
    24 hours with TV
    14 hours with Internet
    14 hours with radio
    2 hours with magazines and newspapers
    Source: Nielsen Media Research, April 2008
  • While they are online, bloggers are participating in a variety of “Web 2.0” activities. They are generally the first ones to learn about new web applications like twitter or real simple syndication. Bloggers on average conduct five of the ten activities listed, with one-third regularly conducting over seven Web 2.0 activities.
  • Hagen dazs - saving honeybees
  • So B Summit Media 2 26 09

    2. 2. Forget the word consumer The majority of internet users are participating and producing content The new influencer is EVERYONE
    3. 3. “Consumer content generation is only increasing and happening faster. This isn’t going away… Pretty much everyone is a media outlet now… In a few years, there may be no better way our brands go to market than social media.” – Jim Cuene, Director of Interactive, General Mills
    4. 4. SOCIAL MEDIA CHANGES EVERYTHING Content >> Conversation Consumption >> Participation and creation: blogging, twittering, commenting, networking Centralization >> Fragmentation, relevance, immediacy Authority >> Authenticity, relationships and trust Gatekeepers >> Open distribution and massive content proliferation
    5. 5. SOCIAL MEDIA CHANGES EVERYTHING Social networking = Sharing and communication Online journals = Sharing and life-casting Blogs = Information and influence
    6. 6. BLOGS ARE MEDIA • The numbers show a medium that’s here to stay • Read Blogs • 346 million WW | 60.3 million or 60% US | 17.8 million or 66% UK • Write Blogs • 184 million WW | 26 million or 26% US | 4.3 million or 25.3% UK – Universal McCann (March 2008)
    7. 7. WHAT IS A BLOG? THE LINES CONTINUE TO BLUR • As the space grows, the lines continue to blur – Larger blogs take on more characteristics of mainstream sites – Mainstream sites incorporating styles and formats from the blogosphere • 95% of the top 100 US newspapers have reporter blogs1 • Wikipedia – A Blog (a contraction of the term "Web log") is a web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse- chronological order. – The Blogosphere is the collective community of all blogs. Since all blogs are on the internet by definition, they may be seen as interconnected and socially networked. Discussions "in the blogosphere" have been used by the media as a gauge of public opinion on various issues.
    8. 8. WHAT IS TECHNORATI LOOKING AT AND WHY? • Blogging is everywhere • The story now is about the Active Blogosphere – The ecosystem of interconnected communities of bloggers and readers at the convergence of journalism and conversation. – Trends, stories and behaviors influence mainstream media and the rest of the blogosphere – What is a relevant media experience? • The 2008 State of the Blogosphere Report – Blogger survey • Random sample from more than 1.2 million bloggers who have registered with Technorati • Skews heavily to the active blogosphere – Technorati index data
    9. 9. ALL BLOGS ARE NOT CREATED EQUAL 133 million blog records indexed by Technorati since 2002 7.4 million blogs posted in last 120 days 1.5 million blogs posted in last 7 days Top 100 blogs by Technorati Authority 76,000 blogs with Technorati Authority of 50+ Technorati Authority is the number of blogs linking to a website in the last six months. The higher the number, the more Authority the blog has. 900,000 blog posts in 24 hours
    10. 10. WHO ARE THE BLOGGERS? • Two-thirds are male • 50% are 18-34 • More affluent and educated than the general population – 70% have college degrees – One in three earn 75K+ – One in five earn 100K+ 2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
    11. 11. • Bloggers responded from all six continents and 66 countries – 43% of respondents live in the US – 72% publish in English • (survey was only provided in English) AROUND THE WORLD 2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
    12. 12. PERSONAL BLOGGERS (79% of total) PROFESSIONAL BLOGGERS (46% of total) BLOGGERS SELF-IDENTIFIED AS PERSONAL, PROFESSIONAL, OR CORPORATE CORPORATE BLOGGERS (12% of total) CORPORATE: blog for your company in an official capacity PERSONAL: blog about topics of personal interest not associated with your work PROFESSIONAL: blog about your industry and profession but not in an official capacity for your company Segments are not mutually exclusive Corporate bloggers: •69% are also personal bloggers •65% are professional bloggers Professional bloggers: •59% are also personal bloggers •17% are corporate bloggers 2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
    13. 13. BLOGGING IS A SERIOUS ENDEAVOR • 1 in 4 blog 10+ hours per week • Only 15% spend less than 1 hour per week • 1 in 4 have help • More than half of respondents have had more than one blog • Non first-time bloggers contribute to four blogs on average • Average blogging tenure is three years • 47% of corporate, 39% of professional and 30% of personal bloggers have created an in-person or online event for their readership • Half attract more than 1000 unique visitors per month – 42% use more than one analytics provider – Only 1 in 20 don’t know their traffic 2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
    15. 15. PERSONAL SATISFACTION IS KEY SUCCESS METRIC FOR 3 IN 4 BLOGGERS Average success metrics: 4 2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
    16. 16. TOPICS ARE DIVERSE 2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey “Other” blog topics include: 2008 election, alternative energy, art, beauty, blogging, comics, communication, cooking/food, crafts, design, environment, internet/Web 2.0, Jamaica, media/journalism • Average # topics blogged about: 5 • One-quarter blog about 1-2 topics only
    17. 17. HIGHER AUTHORITY BLOGGERS POST AND USE TAGS MORE FREQUENTLY 43% of the top 100 bloggers post 10+ times per day 2008 State of the Blogosphere | Technorati Index2008 State of the Blogosphere | Technorati Index
    19. 19. Average # activities conducted to attract visitors: 5 BLOGGERS ARE SAVVY IN GENERATING TRAFFIC
    20. 20. More sophisticated: •Use more tools on average •57% have had a readership event (vs. 32% overall) •More likely to sell through an ad network: - 15% online ad network (vs. 8%) - 19% blog network (vs. 10%) •More likely to have affiliate ads (48% vs. 35%) HIGH REVENUE [Top 10% in revenue] Blogger Highlights $19,000 average annual revenue 78% male (vs. 66%) 42% self employed (vs. 22%) 60% professional (vs. 46%) 19% corporate (vs. 12%) Require more resources and invest more: •Spend more time blogging: - 81 monthly blog posts (vs. 37 overall) - 57% spend more than 10 hours per week blogging (vs. 24%) •Average annual investment is $7,400 (vs. $1,600)
    21. 21. BLOGGERS SPEND 3.5X TIME ON THE INTERNET COMPARED TO TV Online adults 18-49 years old. Source: Nielsen Media Research, April 2008 2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
    22. 22. BLOGGERS ARE ACTIVE WEB 2.0 PARTICIPANTS Average # of Web 2.0 activities: 5 2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
    23. 23. BLOGGERS’ INFLUENCE IS MOVING BOTH WAYS • 71% of Bloggers say they are getting taken more seriously as sources of information • More than half view blogs as equally valid sources as traditional media • 43% get more news and information from blogs than other media sources • 61% say they are most influenced by other blogs as a source of information on brands, products and services 2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
    24. 24. BRANDS PERMEATE THE BLOGOSPHERE • Even professional bloggers write about brands, music, movies and books that they love (or hate) – 4 out of 5 bloggers post brand or product reviews – 37% post them frequently • Company information, gossip and every day retail experiences are fodder for the majority of bloggers – 90% blog about brands – 80% blog about experiences in store or with customer care – 60% blog about company information or gossip they hear • Brands are reaching out to bloggers – One-third of bloggers have been approached to be brand advocates 2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
    25. 25. RETAILERS IN THE BLOGOSPHERE • Be Transparent: WalMart – Multiple fake blogs including “Wal-Marting Across America” • Employees as Brand Champions: Zappos – Customer reviews on every page – 13 blogs including CEO and COO – Twitter: 400+ employees on twitter, CEO: 106,000+ followers • Let Bloggers Share in Your Success and Make it Easy: Amazon – Amazon Associates is one of the most popular affiliate programs with bloggers • Easy to use, wide variety of products, multiple ways to integrate from links to actual stores
    26. 26. YOUR BRAND IS IN THE BLOGOSPHERE …whether you want it to be or not • The game has changed: blogs are media • While you cannot control how your brands are represented in blogs, you can create a strategy for the blogosphere • There is no one way to engage • Don’t wait for a crisis to get started
    27. 27. MARKETERS’ IMPLICATIONS: BEST PRACTICES • Listen – This is not a problem to solve but an unprecedented opportunity to truly know what people think – Know who is blogging about your brand and what they have to say • Go where your audience IS – Blogs are where you find influence. – Even if a blogger has a relatively small number of followers, the level of influence and trust is exponentially higher than mass destinations – From display to conversational media to self serve CPC • Ignite or enable a conversation around your brand, topics that surround your brand, passion points for your audience
    28. 28. MARKETERS’ IMPLICATIONS: BEST PRACTICES • Be authentic – What worked 10 years ago with traditional media does not translate directly to the blogosphere – More authentic approach needed than traditional one-way PR communications • There are no secrets in the blogosphere • Word of mouth is instant and global • Actively contribute to the conversation – Provide products and samples to bloggers – Share product news and company developments – Conduct interviews and hold conversations regularly with bloggers
    29. 29. 29 BLOGGERS’ IMPLICATIONS: EVOLVING YOUR BLOG • Corporate blogs still nascent – figure out right approach for yours – Strike the right tone – Create air of openness and dialogue • Learn from successful bloggers: – Post frequently – If you can’t post frequently, post regularly – Be part of the conversation: contribute, comment, link – Use multimedia tools – Use multiple methods to drive traffic – Hosting an online (or in person) readership event
    30. 30. “The world is in the middle of an ongoing conversation. A marketer’s challenge and job is to enter that conversation.” – John D. Hayes, CMO, American Express THANK YOU