technorati media 2013
TRANSCRIPT
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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
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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
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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
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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.)
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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.
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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.
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III. Brad Digia Messagig (o.)
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.
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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
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III. Brad Digia Messagig (o.)
hOw BRAnDS MEASURE EARnED MEDIA SUccESS
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III. Brad Digia Messagig (o.)
BRAnDS MEASURInG InFlUEncER AttRIBUtESUse neura Do use
Sixty-vepercentofbrandsparci-
pateininuencer-basedmarkeng
andwhenitcomestoselecng
whichinuencerstoworkwith,
brandsareusingmetricslikecom-
ScoreandNielsenindices,TwierandFacebookfollowing,andbasic
blogstascs.
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IV. cosumer Beavior
Whenitcomestocommunitysize,54percentofconsumersagree
thatthesmallerthecommunitythegreatertheinuence.
The smaller the community,the greater the infuence.
0
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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.
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IV. cosumer Beavior (o.)
OnlInE SERVIcES MOSt tRUStED
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IV. cosumer Beavior (o.)
OnlInE SERVIcES ShARED FROM thE MOSt
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IV. cosumer Beavior (o.)
OnlInE SERVIcES MOSt lIkEly tO InFlUEncE A PURchASE
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IV. cosumer Beavior (o.)
whAt cOnSUMERS thInk ABOUt hOw OFtEn BRAnDS POSt
Withthebiginvestmentsbrandsaremakingonthesocialplaorms,consumerssaid
keepingupwithacompanysacviesandlearningaboutproductsandservices
werethetopreasonsforfollowingbrandsonFacebook,Twier,YouTube,Pinterest
andInstagram.
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IV. cosumer Beavior (o.)
why cOnSUMERS FOllOw BRAnDS
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V. creag Iuee
hOw MAny BlOGS
Inuencersaremostacveon
blogs,as86percentsaytheyhave
themand88percentofthosesay
theyblogforthemselves.Blogging
istheprimarypublishingtool,and
aboutathirdofinuencerssay
theyhavebeenbloggingforveormoreyears.Mostbloggers(52%)
operatetwotoveblogs,while
43percentrunjustone.Only5
percentofbloggersoperatesixor
moreblogs.
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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.
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V. creag Iuee (o.)
Iueig e iueers oe
Bloggersalsosaythatotherbloggersareveryinuenal(18%)whenitcomesto
choosingtheirowncontenttopublish.
Primar pubisig paorms
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V. creag Iuee (o.)
whERE InFlUEncERS ARE SOcIAl
FacebookandTwierarethemostpopularsocialplaormsforbloggers,whicharethe
sameplaormsthatgeneratethemajorityofblogreferralsandshares.FacebookandTwit-
terarealsothetopplaormsfromwhichbloggersaregenerangrevenue.
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V. creag Iuee (o.)
hOw SOcIAl wORkS FOR InFlUEncERS
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V. creag Iuee (o.)
SOcIAl MEtRIcS FOllOwED By InFlUEncERS
Whenitcomestomeasuringtheirownsuccess,blog/websitepageviewsrankhighest(52%)
amonginuencers.Socialfollowing(Facebooklikes,Twierfollowers)anduserinteracons
(comments)alsoratehighamonginuencers.Whenitcomestosizinguptheirpeers,Face-
booklikesandTwierfollowershavetheaenonofinuencers.
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VI. Iueers & Reveue
Aua Reveue
Nearlytwo-thirdsofinuencerssaytheymakemoneyfromblogging,butmorethan80per-
centsayitslessthan$10,000peryear.Only11percentofbloggersreportmakingmorethan
$30,000peryear.
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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.
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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.
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VI. Iueers & Reveue (o.)
wIllInGnESS tO RUn ADVERtISInG tActIcS
AccEPtABlE REVEnUE MEthODS On BlOGS
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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
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VII. Iueers & Brads (o.)
why InFlUEncERS FOllOw BRAnDS
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VII. Iueers & Brads (o.)
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%).
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VII. Iueers & Brads (o.)
PREFEREncE OF BRAnDInG InItIAtIVES
Inuencersmostpreferreceivingarstlookorreviewopportuniesfornewproducts,features
orreleaseswhenpresentedwithbrandingopportuniesaswellasbeingpaidtocreatecustom
content.Alsohighonthescaleareprizesandsamplestogiveawaytotheiraudience.
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VIII. Iueers & Brads: Evouo
wa iueers sa brad soures aIueers op bradig pai pois
Inuencersreportthatunsuccessfulbrandingopportuniesaremostoencausedbyirrele-
vantpitchesandexpectaonsontheirme.Inuencersalsoreportthatthoseopportunies
somemesdontrepresentarelevancytotheirblogoraudience.
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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
@shiggles