2. Session Objectives
• Gain an understanding of blogger influence and how
Brands can leverage that influence to drive marketing
objectives
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. 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
16. Truth or Myth?
Bloggers are mostly Stay-At-Home “Mommies”
looking to fill their pantries with free stuff
17. Truth or Myth?
Bloggers are mostly Stay-At-Home “Mommies”
looking to fill their pantries with free stuff
MYTH
18. Social Activists Entrepreneurs Educators
Authors Smart Philanthropists Wives
Scientists Husbands Mothers
Bankers Dads Women Marketers
Social Media
Writers Intelligent
Enthusiasts
19. Truth or Myth?
With the prolific adoption of Facebook,
Twitter, Pinterest and Instagram, blog
readership is on the decline
20. Truth or Myth?
With the prolific adoption of Facebook,
Twitter, Pinterest and Instagram, blog
readership is on the decline
MYTH
21. Blog Readership Is on a Steady Incline
20.8 Million
17.5 Million
2010 2011 2012 2013 2014
Source: Emarketer – data based on Moms w/Kids under 18
22. Truth or Myth?
Blogger programs drive awareness, but have
little impact on purchase behavior
23. Truth or Myth?
Blogger programs drive awareness, but have
little impact on purchase behavior
MYTH
24. Bloggers Influence Purchase
63% of Moms said that blog reviews influence their decision to buy a product
Source: BlogHer, Babble
24
25. Bloggers Influence Purchase
63% of Moms said that blog reviews influence their decision to buy a product
84% of Moms used advice from blogs when making important purchase decisions
Source: BlogHer, Babble
25
26. Role in the Purchase Funnel
Awareness Consideration
Trial Repurchase Loyalty Recommendation
27. Role in the Purchase Funnel
Awareness Consideration
Trial Repurchase Loyalty Recommendation
28. 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
29. 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
30. It’s All about (Her Personal) Value Exchange
• 100+ pitches a year
31. It’s All about (Her Personal) Value Exchange
• 100+ pitches a year
• Average $300 per post, $1,000+ for campaigns
32. 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
40. In Summary: The Brand-Blogger Value Exchange
Brands Want
> To reach new audiences
> To influence purchase
> Trust/credibility
41. 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
*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