IMPACT has launched a research paper at today's World PR Forum in Melbourne, demystifying and decoding bloggers and how brands can work with them.

1. THE TRUTH ABOUT
BRANDS AND BLOGGERS

2. The biggest
technological change
since the printing
press was invented
In this internet age, audiences no
longer sit passively and watch or read
whatever is served up to them. They
have more choices, more platforms.
They are mobile, nomadic. Dipping in
and out. Attention spans are shorter.
They are harder to reach and harder
to please…. Bloggers will start to
the role of determining what is news
Laurie Oakes,
2011 Andrew Olle Lecturer

4. Why should brands
care about blogging?
• 89% of blog readers swayed
by a bloggers to try a
product
• A quarter of bloggers believe
they are as influential as
mainstream media
• 51% claim to influence niche
audiences
• 73% of bloggers treat
branded and unbranded
products equally

5. Bloggers want a relationship
with PR & brands
• 56% of bloggers do not
believe that PR companies
understand blogging.
• 83% of bloggers want to
work with PRs with Code
of Conduct for blogger
outreach

6. Journalists & bloggers are not
the same thing
What motivates bloggers?
Growing Identifying food Gaining positive Making money Having fun Learning about Increasing
audience trends before reader or gaining or experiencing influence
they occur in commentary professional topic
Australia opportunities

7. Blogging is highly
personal
• Creating a clear and unique
voice is the most important
part of blogging to 47%
• 43% blog for a creative outlet
• 93% won’t write about
products they have not
experienced personally
“Blogs are written from
personal experience so
regurgitating a press release
isn’t what a blog is about.”
Lorraine Elliot,
Not Quite Nigella

8. Blogging is a hobby for 86%
• 97% of bloggers write part time; juggling family
and jobs
• Only 32% gained professional opportunities
from their blog
• 78% spent $1000-$2000 on blog set up plus
average annual spend of $884
• “Bloggers are becoming brands within
themselves. The next tier of more professional
bloggers will approach blogging with a different
agenda over next five to 10 years.”
Sandra Reynolds, $120 Food Challenge

9. Blogging is connected; marketers
must be too
• Social networking drives community, the key to understanding bloggers
• 92% of bloggers link their blog to a social media network. Facebook
(83%) and Twitter (97%) most popular
• Bloggers are 32% more likely to use Instagram; 58% more likely to use
Pinterest
• Marketers need to think beyond blog content to amplify the messaging
across owned and earned social networks

10. What is best practice blogger
outreach?

11. Want to know more about bloggers?
Allison Lee
IMPACT Communications Australia
@Alli_IMPACT_PR
+ 61 2 9519 5411