This document summarizes the results of a survey of Latino bloggers about their blogging practices and experiences working with brands. Some key findings include: - The majority of Latino bloggers write in English or Spanglish and target U.S. Hispanic audiences. Many have been blogging for several years. - Most devote 6-10 hours per week to blogging and use platforms like Twitter and Facebook to promote their blogs. - Opinions vary on working with advertising networks and brands. While some see value, others feel brands should offer fair compensation for bloggers' work. - When working with brands, bloggers believe reasonable standard rates should be set for sponsored posts, tweets, and online events. Rates of $100

1. Meet the Mamis:
A Roundtable with the Nation’s
Leading ‘Mami Bloggers’
October 13th, 2010
A Free Webinar from the Hispanic Social Media Insights Series by

2. Latino Bloggers
Compensation Survey
#Hispanicize
Jennifer Salazar Hutcheson, Blogger/Social Media Consultant, Mami 2 Mommy

3. Type of Blogger
7%
10%
5%
1%
22%
2%
9%
0%
18%
26%
Marketing
Entertainment
Health
Culture/Lifestyle
Political
Mom
Dad
Parenting
Sports
Other

4. Language of the Blog
59%25%
10%
6%
English
Spanish
Spanglish
Bilingual

5. Blog Target
20%
32%
5%
43%
U.S.
Non Hispanic
U.S.
Latin America
U.S. Hispanic &
Latin America

6. Frequency
14%
41%
26%
19% Once per Week
Few Times Per
Week
Daily
Few Times Per
Month

7. Time Devoted to Content
26%
30%
13%
20%
11%
5 or Less Hours
6-10 Hours
11-15 Hours
15-25 Hours
25 or More
Hours

8. Platforms Used to Promote Blog
35%
38%
14%
2%
5% 6% Twitter
Facebook
LinkedIn
MySpace
Ning
Other

9. Year Began Blogging
25%
32%
14%
29%
2010
2009
2008
2007 or Earlier

10. Reason for Starting Blog
13%
18%
29%
10%
8%
8%
2%
12%
Entertainment
Community
Journal Experiences
Monetary
Market
Business/Product
Job
Most/All Above
Other

11. Are you presently accepting ads from advertising
networks like Google AdWords?
39%
61%
Yes No

12. 25
22.5
26.3
26.3
20 21 22 23 24 25 26 27
They're neither good
nor bad for my site
They have not
generated any money
for me
I think ad networks
cheapen the value of
my site
I think ad networks
are helpful and at
least they help me
generate some money
for my blog
impressions
What statement most reflects your opinion about ad
networks, like Google AdSense, posting ads on your blog?

13. Do you believe it is okay for companies/brands to
ask bloggers to perform work without monetary
compensation?
12%
34%
40%
14% Yes
Maybe the First
Time
Never
Other

14. What type of compensation do you feel is most
acceptable to offer a blogger?
25%
15%
11%12%
37%
Monetary
Free Products
Event Passes
Insider
Opportunities
All of the Above

15. In the past year have you worked as a
blog brand ambassador?
5.1
77.2
17.7
0 50 100
Yes
No
Not Interested

16. In the past year have you worked as a
blog brand ambassador?
5.1
77.2
17.7
0 50 100
Yes
No
Not Interested

17. Do you believe it is important for Latino bloggers to
standardize how they work with brands as it applies to
fees for hosting Twitter events, sponsored posts, etc...?
52%
13%
35%
Yes
No
Unsure

18. If there was a standard rate, what is the approximate rate
you feel you and other Latino bloggers should reasonably
charge for hosting a Tweet Up or another type of
sponsored online event?
19%
38%
19%
24%
$100
$250
$500
$500 or
More

19. If there was a standard rate, what is the approximate rate
you feel that you and other Latino bloggers should
reasonably charge marketers for posting two to three
sponsored Tweets?
25%
32%
24%
19%
$25
$50
$100
$100 or
More

20. If there was a standard rate, what is the average rate you
feel you and other Latino bloggers should reasonably
charge marketers for hosting Twitter parties?
14%
39%
26%
21%
$100
$250
$500
$500 or
More

21. What is the average rate you feel reputable Latino
bloggers should reasonably charge for posting a
sponsored post or press release on their site?
20%
32%
20%
28%
$50
$100
$200
$200 or
More

22. “As bloggers, we are given access to press events without the compensation
other journalists get from their sponsoring employer. I hate being asked to
publish press releases without compensation.”
“I charge more for a creative post, and prefer those to generic content.
I will rarely post a press release.”
“PR agencies need to really investigate bloggers before they approach them
to be sure their product is a good fit with that blogger's readers. Some of us
have a VERY SPECIFIC niche and will not promote products that do not
relate to our blogs.”
“How could you charge anything without knowing how many Twitter
followers or daily readers etc - better to ask how much for a sponsored
tweet per 100 followers or based on Klout score (or other metric) and
the same goes for a press release or sponsored post - additionally what
is the quality or demographic of the followers/readers - 1000 followers
is worth different amount to different brands.”

23. Latino Bloggers
Compensation Survey
A Free Webinar from the Hispanic Social Media Insights Series by