1. The New Purchasing Funnel
IAB Ad Lab, 10/15/12
Elisa Camahort Page
COO and Co-founder
10/15/2012
BlogHer 1
2. Agenda
1 State of social media adoption
2 Who we trust
3 Will we buy?
4 Why we engage
5 How to market
BlogHer 2
3. Who We Are
BlogHer is…
World’s Largest Real-Life
Research Social Media Events
50mm
WOMEN
Surveying the changing Connecting the leading
3,000+
attitudes and behaviors influencers in social media
of the online population with each other and brands
• Consumer Panel • BlogHer Conference
Blog • Surveys • BlogHer Food
Communities
• Sampling • BlogHer Entrepreneurs
• BlogHer PRO
Source: Nielsen Site Census, September 2012 . Total unique visitors and number of blogs. BlogHer 3
4. “
BlogHer’s mission is to
create opportunities for
women in social media to
pursue exposure,
education, community and
economic empowerment.
~ BlogHer Co-founders Elisa, Jory and Lisa ”
BlogHer 4
5. Social Media Adoption
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Blog
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Blog Blog
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Your
Brand
Blog Blog
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Blog Blog
Blog ?
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BlogHer 5
12. Moms trust blogs for parenting advice
Q “Do you trust the parenting information and advice from the following media?”
BLOGHER SAMPLE
TOTAL U.S. ONLINE POP
90%
72%
67%
64% 60%
51% 36%
31% 29% 28%
28% 18%
22% 16%
Blogs
Source: eMoms 2012, a BlogHer Inc. study BlogHer
14. “
The voice of the user, in every setting, is more trustworthy than the
voice of the company. And the voice of experience is valued more
than the voice of the expert. …BlogHer’s studies, surveys and analysis
on what women are doing, saying, purchasing or using online can be
“
found in The BlogHer Research and Insights Center. This information
is invaluable to major Fortune 500 brands who work regularly
with BlogHer.
- BlogHer Research
BlogHer
15. Will We Buy?
Photo Credit : Blog : …Love Maegan. Blogger : Maegan Tintari BlogHer 15
20. Blog advice helps moms make decisions
Actions Based on Mom Blog Recommendations
78% 63%
Read a book
75% 44%
Forwarded post to friend
TOTAL U.S. ONLINE POP
BLOGHER SAMPLE 64% 56%
Purchased food product
53% 54%
Watched TV show
50% 45%
Purchased toy
48% 48%
Purchased baby product
Source: eMoms 2012, a BlogHer Inc. study BlogHer 20
21. Parenting advice and information from blogs
builds the most confidence
Q: “What helps build confidence for your parenting skills?”
BLOGHER SAMPLE
TOTAL U.S. ONLINE POP
81% 41%
60% 26% 15% 27%
Brand Image/Logo
9%
57% 51% 19% 18% 12% 13% 5%
Blogs
Source: eMoms 2012, a BlogHer Inc. study; “What helps bulid confidence for your parenting skills?” BlogHer
22. Blogs, social media increase confidence
Blogs also reduce nerves and stress
Emotional
Response to
Purchasing
a New Car
22 Source: Women and Automotive Decisions 2011: Total US Population Sample; N = 892;
BlogHer
Filtered by either used blog or used social networks advice to help with a car purchase
23. Why We Engage
Photo Credit : Blog : Pioneer Woman. Blogger : Ree Drummond. BlogHer 23