Technorati Media 2013

7/30/2019 Technorati Media 2013

1/34


2/34

ContentsI. Introducon.........................................................3

II. ExecuveSummary..............................................4-5

III. BrandDigitalMessaging:GoingSocial.................6-11IV. ConsumerBehavior..............................................12-18

V. CreangInuence................................................19-24

VI. Inuencers&Revenue.........................................25-28

VII. Inuencers&Brands............................................29-32

VIII. Inuencers&Brands:Evoluon...........................33

IX. Conclusion............................................................34


3/34

comScore, December 2012

Foundedoveradecadeago,TechnoraMediahasgrownintooneofthe

largestsocialmediaadnetworksbringingtopbrandsandvaluableinuencerstogetheratscale.Withanadversingreachofapproximately

130millionUSuniqueusers/month,wesitinthemiddleofanincredible

socialmedianexusandhavelongbelievedthatourdata,relaonships

anduniqueperspecveareimportantelementsforustoshare.

Withthisinmind,wepresenttoyouour2013DigitalInuenceReport,

whichreplacesourhistoricalStateoftheBlogosphereandexpandsthe

conceptofallthingssocial.Wehopeyoullbenetfromthevaluable

insightsculledfromsurveysthatincludedover6,000inuencers,1,200

consumersand150topbrandmarketers.

1

1

I. Iroduo

3


4/34

II. Exeuve SummarSixtypercentofbrandmarketers

predictanaverageincreaseof40

percentinsocialspendfor2013.

Currently,thebulkofbrandsover-

alldigitalspendgoesto

displayadversing,search

andvideo,withspendingon

social,includinginuencer

outreach,makinguponly10

percentoftheirtotaldigital

spend.Withintheirsocial

budget,morethanhalfgoes

toFacebook,followedbyYouTubeandTwier,with

theremaining11percentof

theirsocialspendgoingto

blogsandinuencers.

Thoughblogsandinuencersdont

getalargeporonofbrandsdigi-talspend,theyrankhighwithcon-

sumersfortrust,popularityand

inuence.Whenmakingoverall

purchasedecisions,forconsumers,

blogstrailonlybehindretailand

brandsites.Withregardtooverall

sourcesforinformaononthein-

ternet,blogsrankamongthetop

vemosttrustworthysources.As

anexample,accordingtoconsum-

ers,blogsaremoreinuen-

alinshapingopinionthan

Twier,andwhenitcomes

toaecngpurchasedeci-

sions,moreimportantthan

Facebook.

Inshort,wherebrandsare

spendingisnotfullyalignedwithhowandwherecon-

sumersareseeingvalueand

beinginuenced.Thishas

muchtodowithanessenal

hurdlefacedbymostcontent

creators:alackofmetricsandthe

fragmentaonthatleadstotheircomplexityasapurchasablemedi-

um.

Thisreportalsodetailshowdier-

entsocialplaormsstackupagainst

CONTINUED ON NEXT PAGE

4


5/34

eachother.Youllseethatinuencersrankedpageviews

aboveallothermetricswhenfo-

cusingontheirownkeymetrics,

whileGoogleAnalycsistheleaderamongtrackingtools.Brandshad

dierenttopmetricsforidenfying

andselecnginuencers,withcom-

Score/Nielsenrankingrst,closely

followedbynumberofTwierfol-

lowers,Facebookfriends,andthe

inuencerspotenaltodrawlikes.Itisimportanttonotehere,howev-

er,thatduetotheirnichesize,in-

uencersarenotwellrepresented

incomScore/Nielsen,furtherun-

derscoringthedisconnectbetween

inuencerdesirabilityandanability

toeecvelyndthematscale.

Accordingtobrandmarketers,

whenmetricsfromtheirearned

mediagoalsareranked,Facebook

likes,tractotheirwebsite,Face-

bookfans,andTwierfollowersare

themaincontendersareversal

frominuencers,wheremonitor-ingtrac/pageviewsrankedNo.1,

followedbyFacebooklikes.

FROM PREVIOUS PAGE

II. Exeuve Summar (o.)

5


6/34

III. Brad Digia Messagig: Goig Soia

OVERAll DIGItAl SPEnD

whERE BRAnDS ARE SOcIAl

Brandsdigitalmessaginghasgonesocial.Morethan90percentofbrands

surveyedfortheTechnoraMediaDigitalInuenceReportstatedtheyhave

apresenceonFacebook.ItsnearlyashighforTwier(85%)andYouTube

(73%).Google+wasntaspopularwithbrands,withonly26percentofbrand

managersreporngapresenceonthatservice.

6


7/34

III. Brad Digia Messagig (o.)

DIGITAl bUDGET brEAkDOwN SOcIAl BUDGEt BREAkDOwn

Weseethatbrandsarespendingthelargestparts(nearly75percent)oftheirdigital

budgetondisplayadversing,searchandproducingvideo.Spendingonsocial,includ-

inginuenceroutreach,makesuponly10percentofbrandsdigitalmarkengspend.

Ofthatsocialbudget,morethanhalfgoestoFacebook.YouTubeandTwiereachget

13percent,whileaboutsixpercentisspentoninuencersand5percentadversing

onblogs.

7


8/34


DIGItAl SPEnDInG IncREASES

DIGITAl bUDGET OUTlOOk

Brandmanagersreport

anexpectedincreasein

budgetsfordigitalmarket-

ingintheupcomingyear.

Mobilespendisexpected

toincreasefor79percent

ofbrandssurveyed,while

socialandvideoeat59

percentofbrandsexpected

tospendinthosetwoar-

eas.Oftheaddionalbud-

get,mostoftheincreases

aregoingtodisplayad-

versing(73%)andsearch

(52%).Socialandmobile

makeuptheseconderofexpectedincreases,each

categorygeng37percent

ofbudgetincreases.Only3

percentofbrandssaythey

expecttodecreasesocial

spending.

8


9/34

III. Brad Digia Messagig (o.)Morethanhalfofbrandssaythey

haveearnedmediagoals,and

thatthosegoalsfallinthecat-

egoriesofFacebooklikes/fans,

websitetrac,Twierfollowers

andlandingpagevisits.Interms

ofmeasuringtheircampaigns,brandsreportthatsuccessis

denedasincreasedacvityand

traconFacebook,Twierand

ontheirwebsites.Spendisnot

necessarilycommensuratewith

theareasinwhichtheconsum-

erimpactisgreatest,however

(e.g.spendingonFacebookads

trumpedspendingonblogs).

EARnED MEDIA GOAlS BREAkDOwn

9


10/34


hOw BRAnDS MEASURE EARnED MEDIA SUccESS

10


11/34


BRAnDS MEASURInG InFlUEncER AttRIBUtESUse neura Do use

Sixty-vepercentofbrandsparci-

pateininuencer-basedmarkeng

andwhenitcomestoselecng

whichinuencerstoworkwith,

brandsareusingmetricslikecom-

ScoreandNielsenindices,TwierandFacebookfollowing,andbasic

blogstascs.

11


12/34

IV. cosumer Beavior

Whenitcomestocommunitysize,54percentofconsumersagree

thatthesmallerthecommunitythegreatertheinuence.

The smaller the community,the greater the infuence.

0

12


13/34

IV. cosumer Beavior (o.)

OnlInE SERVIcES MOSt USED

Thesurveyndingsalsoindicatethatmanyofthoseconsumersareturningtoblogs

whenlookingtomakeapurchase.Blogswerefoundtobethethird-mostinuenal

digitalresource(31%)whenmakingoverallpurchases,onlybehindretailsites(56%)

andbrandsites(34%).Infact,blogswerefoundtobetheh-mosttrustworthysource

overallforinformaonontheinternet.YouTube,FacebookandGoogle+arethemost

popularsocialproperesforconsumers.

13


14/34


OnlInE SERVIcES MOSt tRUStED

14


15/34


OnlInE SERVIcES ShARED FROM thE MOSt

15


16/34


OnlInE SERVIcES MOSt lIkEly tO InFlUEncE A PURchASE

16


17/34


whAt cOnSUMERS thInk ABOUt hOw OFtEn BRAnDS POSt

Withthebiginvestmentsbrandsaremakingonthesocialplaorms,consumerssaid

keepingupwithacompanysacviesandlearningaboutproductsandservices

werethetopreasonsforfollowingbrandsonFacebook,Twier,YouTube,Pinterest

andInstagram.

17


18/34


why cOnSUMERS FOllOw BRAnDS

18


19/34

V. creag Iuee

hOw MAny BlOGS

Inuencersaremostacveon

blogs,as86percentsaytheyhave

themand88percentofthosesay

theyblogforthemselves.Blogging

istheprimarypublishingtool,and

aboutathirdofinuencerssay

theyhavebeenbloggingforveormoreyears.Mostbloggers(52%)

operatetwotoveblogs,while

43percentrunjustone.Only5

percentofbloggersoperatesixor

moreblogs.

19


20/34

V. creag Iuee (o.)

hOw InFlUEncERS POSt

whAt InFlUEncERS POSt

Theprimarymethod

forbloggersistext

(86%),butphotos

andmicroblogging

(likeTwier)comeinat38percentand31

percent,respecvely.

Only10percentof

bloggersusevideoas

theirprimarymeth-

od,andlessthanthat

(4%)prefersaudio.

20

Whenitcametotype

ofcontentpublished

themost,editorials

wereaclearleader

amonginuencers,eithertheirownorig-

inalcontent(74%)or

linkstoothersar-

cles(38%),making

upthemajorityof

bloggingcontent.


21/34

V. creag Iuee (o.)

Iueig e iueers oe

Bloggersalsosaythatotherbloggersareveryinuenal(18%)whenitcomesto

choosingtheirowncontenttopublish.

Primar pubisig paorms

21


22/34

V. creag Iuee (o.)

whERE InFlUEncERS ARE SOcIAl

FacebookandTwierarethemostpopularsocialplaormsforbloggers,whicharethe

sameplaormsthatgeneratethemajorityofblogreferralsandshares.FacebookandTwit-

terarealsothetopplaormsfromwhichbloggersaregenerangrevenue.

22


23/34

V. creag Iuee (o.)

hOw SOcIAl wORkS FOR InFlUEncERS

23


24/34

V. creag Iuee (o.)

SOcIAl MEtRIcS FOllOwED By InFlUEncERS

Whenitcomestomeasuringtheirownsuccess,blog/websitepageviewsrankhighest(52%)

amonginuencers.Socialfollowing(Facebooklikes,Twierfollowers)anduserinteracons

(comments)alsoratehighamonginuencers.Whenitcomestosizinguptheirpeers,Face-

booklikesandTwierfollowershavetheaenonofinuencers.

24


25/34

VI. Iueers & Reveue

Aua Reveue

Nearlytwo-thirdsofinuencerssaytheymakemoneyfromblogging,butmorethan80per-

centsayitslessthan$10,000peryear.Only11percentofbloggersreportmakingmorethan

$30,000peryear.

25


26/34

hOw InFlUEncERS EARn REVEnUE

*Baer ads per page

VI. Iueers & Reveue (o.)

Mostbloggersreportedincomewasaresultofadversing(61%banner,51%text).Aliate

programs(41%),sponsoredcontent(24%),sponsoredproductreviews(19%)alsoweretop

earningmethods.

26


27/34

VI. Iueers & Reveue (o.)whAt InFlUEncERS ARE PAID FOR

Nearlyhalfofinuencersreporthavingbeenpaidforasponsoredpostorarcle,whileecom-

merce,aliatelinks,banners,textads,brand-sponsoredcontentandproductreviewsareall

listedamongdesiredrevenuemethodsbyinuencers.Intersals(full-pageadsthatappear

aerauserclicksonalink,butbeforetheusergetstothecontent)androadblocksareamong

revenueopportuniesinwhichinuencersaretheleastwillingtoparcipate.

27


28/34

VI. Iueers & Reveue (o.)

wIllInGnESS tO RUn ADVERtISInG tActIcS

AccEPtABlE REVEnUE MEthODS On BlOGS

28


29/34

VII. Iueers & Brads

whERE InFlUEncERS FOllOw BRAnDS

ManyinuencersarefollowingbrandsonFacebook(47%)andTwier(38%)becausethey

wanttokeepupwithbrandacviesandtolearnaboutproductsandservices.Fewerinu-

encersarefollowingbrandsonYouTube(17%),Pinterest(11%)andInstagram(7%),butthe

reasonsfordoingsoare,byandlarge,thesame.

InFlUEncERS thOUGhtS On BRAnD POSt FREqUEncy

29


30/34

VII. Iueers & Brads (o.)

why InFlUEncERS FOllOw BRAnDS

30


31/34


Basis for orig i brads Soure for bradig opporuies

BRAnDInG REqUEStS PER wEEkAcrossallinuencertypes,

mostinuencers(70%)on

averagereceivejustunder

10opportuniestowork

withbrandsaweek.Oneof

thetopreasonsinuencers

wouldworkwithabrandisbecausetheyhaveaccessto

anaudiencethebrandwould

wanttoreach(61%).Other

topfactorsincludeinu-

encersanitytothebrand

(68%),thecampaigntype

(61%)andthecategoryofthe

productbeingpitched(60%).

Inuencerssaythatmostoftheirbrandingopportunies

comefromthePRagencies

thathavereachedoutto

them(37%).

31


32/34


PREFEREncE OF BRAnDInG InItIAtIVES

Inuencersmostpreferreceivingarstlookorreviewopportuniesfornewproducts,features

orreleaseswhenpresentedwithbrandingopportuniesaswellasbeingpaidtocreatecustom

content.Alsohighonthescaleareprizesandsamplestogiveawaytotheiraudience.

32


33/34

VIII. Iueers & Brads: Evouo

wa iueers sa brad soures aIueers op bradig pai pois

Inuencersreportthatunsuccessfulbrandingopportuniesaremostoencausedbyirrele-

vantpitchesandexpectaonsontheirme.Inuencersalsoreportthatthoseopportunies

somemesdontrepresentarelevancytotheirblogoraudience.

33


34/34

IX. cousioAccordingtobrandmarketers,socialspendin2013willincrease

substanally.Despitethisincrease,

however,spendingonsocialmakes

uponlyone-tenthofbrandsto-

taldigitalbudget.Ontheipside,blogssllareoneofthemostinu-

enalmediums,rankinghighwith

consumersfortrust,popularityand

inuence.Thedisconnectbetween

brandmarketersandinuencers

isaresultofachallengetheyboth

facealackofuniformmetricstoeecvelymeasurethesuccessof

inuencermarkengcampaigns.

Atpresent,brandsprimarilylook

tocomScore/Nielsenrankingfor

idenfyingandselecnginuenc-

ersrst,yetinuencersarenot

wellrepresentedintheseindices.

Furthermore,whengaugingthe

successofcampaigns,whereinu-

encersaremonitoringtrac/page

views,brandmarketersaremeasur-

ingFacebooklikes.

Lookingatsocialplaorms,Face-

bookandTwierarethemostpop-

ularsocialplaormsforbloggers,

whicharetheplaormsthatgen-

eratethemajorityofblogreferrals

andshares,aswellasthosefrom

whichbloggersaregenerangrev-enue.Forconsumers,YouTube,

FacebookandGoogle+arethemost

popularplaorms.Asforbrands,90

percenthaveapresenceonFace-

book,closelyfollowedbyTwier

andYouTube,butGoogle+wasnot

aspopularaplaorm.Forquesonsonthisreportortoshareideas,contact:

Sai higgis

CEO,TechnoraMedia

[email protected]

@shiggles

Documents

Technorati Media 2013