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2010 Latino Blogger Compensation Survey

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

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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
Latino Bloggers Compensation Survey #Hispanicize Jennifer Salazar Hutcheson, Blogger/Social Media Consultant, Mami 2 Mommy
Type of Blogger 7% 10% 5% 1% 22% 2% 9% 0% 18% 26% Marketing Entertainment Health Culture/Lifestyle Political Mom Dad Parenting Sports Other
Language of the Blog 59%25% 10% 6% English Spanish Spanglish Bilingual
Blog Target 20% 32% 5% 43% U.S. Non Hispanic U.S. Latin America U.S. Hispanic & Latin America
Frequency 14% 41% 26% 19% Once per Week Few Times Per Week Daily Few Times Per Month
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
Platforms Used to Promote Blog 35% 38% 14% 2% 5% 6% Twitter Facebook LinkedIn MySpace Ning Other
Year Began Blogging 25% 32% 14% 29% 2010 2009 2008 2007 or Earlier
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
Are you presently accepting ads from advertising networks like Google AdWords? 39% 61% Yes No
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?
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
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
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
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
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
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
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
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
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
“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.”
Latino Bloggers Compensation Survey A Free Webinar from the Hispanic Social Media Insights Series by