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Technorati's 2013 Digital Influence Report


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The Digital Influence Report replaces our historical State of the Blogosphere and expands the
concept of all things social.

Data sources: 6,000 influencers, 1,200 consumers and 150 top brand marketers.

Published in: Business
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Technorati's 2013 Digital Influence Report

  1. 1. ContentsI. Introduction......................................................... 3II. Executive Summary.............................................. 4-5III. Brand Digital Messaging: Going Social................. 6-11IV. Consumer Behavior.............................................. 12-18V. Creating Influence................................................ 19-24VI. Influencers & Revenue......................................... 25-28VII. Influencers & Brands............................................ 29-32VIII. Influencers & Brands: Evolution........................... 33IX. Conclusion............................................................ 34
  2. 2. I. IntroductionFounded over a decade ago, Technorati Media has grown into one of thelargest social media ad networks bringing top brands and valuableinfluencers together at scale. With an advertising reach of approximately130 million US unique users/month1, we sit in the middle of an incrediblesocial media nexus and have long believed that our data, relationshipsand unique perspective are important elements for us to share.With this in mind, we present to you our 2013 Digital Influence Report,which replaces our historical State of the Blogosphere and expands theconcept of all things social. We hope you’ll benefit from the valuableinsights culled from surveys that included over 6,000 influencers, 1,200consumers and 150 top brand marketers.1comScore, December 2012 3
  3. 3. II. Executive SummarySixty percent of brand marketers sources for information on the in-predict an average increase of 40 ternet, blogs rank among the toppercent in social spend for 2013. five “most trustworthy” sources. AsCurrently, the bulk of brands’ over- an example, according to consum-all digital spend goes to ers, blogs are more influen-display advertising, search tial in shaping opinion thanand video, with spending on Twitter, and when it comessocial, including influencer to affecting purchase deci-outreach, making up only 10 sions, more important thanpercent of their total digital Facebook. spend. Within their socialbudget, more than half goes In short, where brands areto Facebook, followed by spending is not fully alignedYouTube and Twitter, with with how and where con-the remaining 11 percent of sumers are seeing value andtheir social spend going to being influenced. This hasblogs and influencers. much to do with an essential hurdle faced by most contentThough blogs and influencers don’t creators: a lack of metrics and theget a large portion of brands’ digi- fragmentation that leads to theirtal spend, they rank high with con- complexity as a purchasable medi-sumers for trust, popularity and um.influence. When making overallpurchase decisions, for consumers, This report also details how differ-blogs trail only behind retail and ent social platforms stack up againstbrand sites. With regard to overall CONTINUED ON NEXT PAGE 4
  4. 4. II. Executive Summary (cont.)FROM PREVIOUS PAGE fluencers are not well representedeach other. You’ll see that in comScore/Nielsen, further un-influencers ranked page views derscoring the disconnect betweenabove all other metrics when fo- influencer desirability and an abilitycusing on their own key metrics, to effectively find them at scale.while Google Analytics is the leaderamong tracking tools. Brands had According to brand marketers,different top metrics for identifying when metrics from their earnedand selecting influencers, with com- media goals are ranked, FacebookScore/Nielsen ranking first, closely likes, traffic to their website, Face-followed by number of Twitter fol- book fans, and Twitter followers arelowers, Facebook friends, and the the main contenders – a reversalinfluencer’s potential to draw likes. from influencers, where monitor-It is important to note here, howev- ing traffic/page views ranked No. 1,er, that due to their niche size, in- followed by Facebook likes. 5
  5. 5. III. Brand Digital Messaging: Going Social where brands are social Brands’ digital messaging has gone social. More than 90 percent of brands surveyed for the Technorati Media Digital Influence Report stated they have a presence on Facebook. It’s nearly as high for Twitter (85%) and YouTube (73%). Google+ wasn’t as popular with brands, with only 26 percent of brand managers reporting a presence on that service. overall digital spend 6
  6. 6. III. Brand Digital Messaging (cont.)digital budget breakdown Social budget breakdown We see that brands are spending the largest parts (nearly 75 percent) of their digital budget on display advertising, search and producing video. Spending on social, includ- ing influencer outreach, makes up only 10 percent of brands’ digital marketing spend. Of that social budget, more than half goes to Facebook. YouTube and Twitter each get 13 percent, while about six percent is spent on influencers and 5 percent advertising on blogs. 7
  7. 7. III. Brand Digital Messaging (cont.)Brand managers reportan expected increase inbudgets for digital market- digital budget outlooking in the upcoming year.Mobile spend is expectedto increase for 79 percentof brands surveyed, whilesocial and video tie at 59percent of brands expectedto spend in those two ar-eas. Of the additional bud-get, most of the increasesare going to display ad-vertising (73%) and search(52%). Social and mobilemake up the second tier ofexpected increases, eachcategory getting 37 percentof budget increases. Only 3percent of brands say theyexpect to decrease socialspending. digital spending increases 8
  8. 8. III. Brand Digital Messaging (cont.)More than half of brands say theyhave earned media goals, andthat those goals fall in the cat-egories of Facebook likes/fans,website traffic, Twitter followersand landing page visits. In termsof measuring their campaigns,brands report that success isdefined as increased activity andtraffic on Facebook, Twitter andon their websites. Spend is notnecessarily commensurate withthe areas in which the consum-er impact is greatest, however(e.g. spending on Facebook adstrumped spending on blogs). EARNED MEDIA GOALS BREAKDOWN 9
  9. 9. III. Brand Digital Messaging (cont.) HOW BRANDS MEASURE EARNED MEDIA SUCCESS 10
  10. 10. III. Brand Digital Messaging (cont.)Sixty-five percent of brands partici-pate in influencer-based marketingand when it comes to selectingwhich influencers to work with,brands are using metrics like com-Score and Nielsen indices, Twitterand Facebook following, and basicblog statistics. brands measuring influencer attributes Use Neutral Don’t use 11
  11. 11. IV. Consumer Behavior When it comes to community size, 54 percent of consumers agree that the smaller the community the greater the influence. “The smaller the community, the greater the influence.”0 12
  12. 12. IV. Consumer Behavior (cont.) The survey findings also indicate that many of those consumers are turning to blogs when looking to make a purchase. Blogs were found to be the third-most influential digital resource (31%) when making overall purchases, only behind retail sites (56%) and brand sites (34%). In fact, blogs were found to be the fifth-most trustworthy source overall for information on the internet. YouTube, Facebook and Google+ are the most popular social properties for consumers. Online services most used 13
  13. 13. IV. Consumer Behavior (cont.) Online services most trusted 14
  14. 14. IV. Consumer Behavior (cont.) Online services shared from the most 15
  15. 15. IV. Consumer Behavior (cont.) Online services most likely to influence a purchase 16
  16. 16. IV. Consumer Behavior (cont.) With the big investments brands are making on the social platforms, consumers said keeping up with a company’s activities and learning about products and services were the top reasons for following brands on Facebook, Twitter, YouTube, Pinterest and Instagram. what consumers think about how often brands post 17
  17. 17. IV. Consumer Behavior (cont.) why consumers follow brands 18
  18. 18. V. Creating InfluenceInfluencers are most active onblogs, as 86 percent say they havethem and 88 percent of those saythey blog for themselves. Bloggingis the primary publishing tool, andabout a third of influencers saythey have been blogging for five ormore years. Most bloggers (52%)operate two to five blogs, while43 percent run just one. Only 5percent of bloggers operate six ormore blogs. how many blogs 19
  19. 19. V. Creating Influence (cont.) how influencers post The primary method for bloggers is text (86%), but photos and microblogging (like Twitter) come in at 38 percent and 31 percent, respectively. Only 10 percent of bloggers use video as their primary meth- od, and less than that (4%) prefers audio. what influencers post When it came to type of content published the most, editorials were a clear leader among influencers, either their own orig- inal content (74%) or links to others’ arti- cles (38%), making up the majority of blogging content. 20
  20. 20. V. Creating Influence (cont.) Primary publishing platforms Influencing the influencers’ contentBloggers also say that other bloggers arevery influential (18%) when it comes tochoosing their own content to publish. 21
  21. 21. V. Creating Influence (cont.)Facebook and Twitter are the most popular social platforms for bloggers, which are thesame platforms that generate the majority of blog referrals and shares. Facebook and Twit-ter are also the top platforms from which bloggers are generating revenue. where influencers are social 22
  22. 22. V. Creating Influence (cont.) how social works for influencers 23
  23. 23. V. Creating Influence (cont.)When it comes to measuring their own success, blog/website page views rank highest (52%)among influencers. Social following (Facebook likes, Twitter followers) and user interactions(comments) also rate high among influencers. When it comes to sizing up their peers, Face-book likes and Twitter followers have the attention of influencers. social metrics followed by influencers 24
  24. 24. VI. Influencers & RevenueNearly two-thirds of influencers say they make money from blogging, but more than 80 per-cent say it’s less than $10,000 per year. Only 11 percent of bloggers report making more than$30,000 per year. Annual Revenue 25
  25. 25. VI. Influencers & Revenue (cont.)Most bloggers’ reported income was a result of advertising (61% banner, 51% text). Affiliateprograms (41%), sponsored content (24%), sponsored product reviews (19%) also were topearning methods. how influencers earn revenue *Banner ads per page 26
  26. 26. VI. Influencers & Revenue (cont.) what influencers are paid forNearly half of influencers report having been paid for a sponsored post or article, while ecom-merce, affiliate links, banners, text ads, brand-sponsored content and product reviews are alllisted among desired revenue methods by influencers. Interstitials (full-page ads that appearafter a user clicks on a link, but before the user gets to the content) and roadblocks are amongrevenue opportunities in which influencers are the least willing to participate. 27
  27. 27. VI. Influencers & Revenue (cont.) acceptable revenue methods on blogs willingness to run advertising tactics 28
  28. 28. VII. Influencers & Brands where influencers follow brandsMany influencers are following brands on Facebook (47%) and Twitter (38%) because theywant to keep up with brand activities and to learn about products and services. Fewer influ-encers are following brands on YouTube (17%), Pinterest (11%) and Instagram (7%), but thereasons for doing so are, by and large, the same. influencers’ thoughts on brand post frequency 29
  29. 29. VII. Influencers & Brands (cont.) why influencers follow brands 30
  30. 30. VII. Influencers & Brands (cont.)Across all influencer types,most influencers (70%) on branding requests per weekaverage receive just under10 opportunities to workwith brands a week. One ofthe top reasons influencerswould work with a brand isbecause they have access toan audience the brand wouldwant to reach (61%). Othertop factors include influ-encers’ affinity to the brand(68%), the campaign type(61%) and the category of theproduct being pitched (60%).Influencers say that most oftheir branding opportunitiescome from the PR agenciesthat have reached out tothem (37%). Basis for working with brands Source for branding opportunities 31
  31. 31. VII. Influencers & Brands (cont.)Influencers most prefer receiving a first look or review opportunities for new products, featuresor releases when presented with branding opportunities as well as being paid to create customcontent. Also high on the scale are prizes and samples to give away to their audience. Preference of branding initiatives 32
  32. 32. VIII. Influencers & Brands: EvolutionInfluencers report that unsuccessful branding opportunities are most often caused by irrele-vant pitches and expectations on their time. Influencers also report that those opportunitiessometimes don’t represent a relevancy to their blog or audience. Influencers’ top branding pain points What influencers say brand sources lack 33
  33. 33. IX. ConclusionAccording to brand marketers, Furthermore, when gauging thesocial spend in 2013 will increase success of campaigns, where influ-substantially. Despite this increase, encers are monitoring traffic/pagehowever, spending on social makes views, brand marketers are measur-up only one-tenth of brands’ to- ing Facebook likes.tal digital budget. On the flip side,blogs still are one of the most influ- Looking at social platforms, Face-ential mediums, ranking high with book and Twitter are the most pop-consumers for trust, popularity and ular social platforms for bloggers,influence. The disconnect between which are the platforms that gen-brand marketers and influencers erate the majority of blog referralsis a result of a challenge they both and shares, as well as those fromface – a lack of uniform metrics to which bloggers are generating rev-effectively measure the success of enue. For consumers, YouTube,influencer marketing campaigns. Facebook and Google+ are the mostAt present, brands primarily look popular platforms. As for brands, 90to comScore/Nielsen ranking for percent have a presence on Face-identifying and selecting influenc- book, closely followed by Twitterers first, yet influencers are not and YouTube, but Google+ was notwell represented in these indices. as popular a platform.For questions on this report or to share ideas, contact:Shani HigginsCEO, Technorati join the Technorati Media Ad Network: 34