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2011 Brands and Women Bloggers Influencer Partnership Study by BlogFrog and The Social Studies Group Copyright BlogFrog, Inc. All Rights Reserved Holly Hamann Co-founder, BlogFrog [email protected] Wendy Scherer Partner, The Social Studies Group [email protected] m

2011 Brands and Women Bloggers Study

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Page 1: 2011 Brands and Women Bloggers Study

2011 Brands and Women Bloggers Influencer Partnership Study

by BlogFrog and The Social Studies Group

Copyright BlogFrog, Inc. All Rights Reserved

Holly HamannCo-founder, [email protected]

Wendy SchererPartner, The Social Studies [email protected]

Page 2: 2011 Brands and Women Bloggers Study

Copyright BlogFrog, Inc. All Rights Reserved

Research objectives………………………….………3Methodology…………………………………….……..4Key Findings……………………………………….…….5Survey demographics……..………….……….……6What do women bloggers want?..............15Bloggers’ brand experience…………………….19Top rated brands……………………………….……24

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2011 Brands and Women Bloggers Study

Page 3: 2011 Brands and Women Bloggers Study

Copyright BlogFrog, Inc. All Rights Reserved

Research Objectives

• Learn what the ideal brand partnership looks like from the female blogger perspective.• Learn which product category campaigns are most

desirable.• Gauge how trust and social good influence bloggers’

partnership choices.• Measure how effective brands currently are at

connecting, pitching, and compensating women bloggers. • Determine which brands are the most successful at

forming women blogger partnerships.

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Page 4: 2011 Brands and Women Bloggers Study

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Methodology• Sample:

Survey fielded across 50,000 BlogFrog network members representing 6MM+ audience. 95% female membership.

• Timing: • Surveys completed between April 6 and April 25, 2011

• Margin of Error:• Results of survey responses reported here have a margin of

error of + or – 1-2% at a 95% confidence level. • Size (n):

• 2,480 respondents. 1,967 surveys completed in their entirety.• Survey design and methodology:

• Designed by BlogFrog with assistance from The Social Studies Group, a social media research company. Fielded online by The Social Studies Group.

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Page 5: 2011 Brands and Women Bloggers Study

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Key Findings

• Nearly 2/3 of bloggers reject at least half of the brand pitches they receive.

• Social good matters. Campaigns that include an element of social good increase trust levels for 56% of bloggers surveyed.

• Women bloggers want long-term, deeper relationships with a few special brands.

• Compensation matters. 90% are interested in working with brands, so long as there is some form of compensation.

• As consumers, women bloggers are highly influenced by other blogs. 93% have purchased a product based on brand information found on a blog or online community.

• Bloggers who spend 6 or more hours a week engaging with other blog communities show a correlated increase in revenue.5

Page 6: 2011 Brands and Women Bloggers Study

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Survey Demographics

(n) = 2,0676

Page 7: 2011 Brands and Women Bloggers Study

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Survey Demographics

73% of all bloggers surveyed are moms with children (under 18) living at home.

(n) = 2,0667

Page 8: 2011 Brands and Women Bloggers Study

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Core Blog Categories

Top “Other” categories:• Personal• Beauty• Books• Faith/Religion

(n) = 6,524, respondents could choose more than one 8

Page 9: 2011 Brands and Women Bloggers Study

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Mobile Use

Time spent PER DAY engaged in social media from mobile phone

(n) = 1,570 of those who engaged in social media from mobile phone. 9

Page 10: 2011 Brands and Women Bloggers Study

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Hours per week spent working on own blog

(n) = 2,25110

Page 11: 2011 Brands and Women Bloggers Study

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Hours per week spent engaged with other blogs

(n) = 2,230

Hours per week

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Bloggers who spend 6 or more hours per week commenting on other blog communities show a correlated increase in revenue.

Page 12: 2011 Brands and Women Bloggers Study

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Blog traffic: unique visitors per month

(n) = 1,539, of those who knew their traffic details.12

Page 13: 2011 Brands and Women Bloggers Study

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Blogging as a Business67% of respondents think revenue generation is somewhat or very important.

For the 21% earning $1,000 or more, almost all are spending at least 30 hours a week working on their blogs.

Top revenue-generating blog categories:1. Deal/Frugal2. Family/Parenting3. Food4. Lifestyle

(n) = 1,025, of those who generated revenue from their blog.13

Page 14: 2011 Brands and Women Bloggers Study

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Bloggers favor brand-sponsored social media and blog campaigns!

• 60% respected brands who wanted to interact with bloggers, thought campaigns were fun, validated their blogs, or thought they were great opportunities to earn revenue.

• Less than 2% disliked brand-sponsored social media or blog campaigns.

93% have purchased a product based on information they found on a blog or online community.

(n) = 2,22314

Page 15: 2011 Brands and Women Bloggers Study

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What bloggers want in a brand relationship

90% of bloggers surveyed were somewhat or very interested in working with brands, provided they were compensated.

(n) = 2,09315

Page 16: 2011 Brands and Women Bloggers Study

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Most popular brand categories (view 1)

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Page 17: 2011 Brands and Women Bloggers Study

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Most popular brand categories (view 2)

Technology/Electronics

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Page 18: 2011 Brands and Women Bloggers Study

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What’s TRUST got to do with it?

• 70% of bloggers trust a brand more when that brand is promoted or recommended by someone they know from a blog or social media. (1)

• 56% of bloggers trust a brand more when a campaign includes an element of “social good” (raising money or awareness for a non-profit or social cause). (2)

1. (n) = 2,1282. (n) = 2,099

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Page 19: 2011 Brands and Women Bloggers Study

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How brands are reaching out to bloggers

58% of bloggers have never been approached by a brand to work on a campaign

(n) = 3,322, respondents could choose more than one.

In-person relationship opportunities may be under-utilized.

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Page 20: 2011 Brands and Women Bloggers Study

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Effectiveness of brand pitches

• Nearly 2/3 of bloggers reject at least half of the brand pitches they receive.

• 87% said personal feelings about a brand influences whether they will work with that brand.

(n) = 1,254

Number of brand pitched received by bloggers each year

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Page 21: 2011 Brands and Women Bloggers Study

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What types of campaigns were accepted?Most common forms of compensation: 1. Free or discounted products 2. Traffic to blog 3. Money

(n) = 3,071, respondents could choose more than one.21

Page 22: 2011 Brands and Women Bloggers Study

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What product category campaigns were accepted?

(n) = 2,548, respondents could choose more than one.22

Page 23: 2011 Brands and Women Bloggers Study

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Reasons for negative experiences

12% of bloggers had a negative experience working on a brand

campaign.

(n) = 485 respondents could choose more than one.23

Page 24: 2011 Brands and Women Bloggers Study

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Brands creating successful partnerships

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Page 25: 2011 Brands and Women Bloggers Study

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About BlogFrogBlogFrog is a network of over 50,000 women bloggers and provides a community-building technology platform for bloggers and brands. BlogFrog powers thousands of women-centric niche communities, and provides engagement solutions for brands that enable relationship and trust-building with women and mom consumers. BlogFrog is a private company headquartered in Boulder, CO. www.theblogfrog.com.

About The Social Studies GroupThe Social Studies Group is a social media research company specializing in deep analyses of social media conversations for brand-related target markets. The Social Studies Group helps companies better understand their customers, competitors, markets and industries for marketing and PR, product development, discovery of new markets, business strategy, and more. www.socialstudiesgroup.com

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