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So B Summit Media 2 26 09
1. THE STATE OF THE BLOGOSPHERE
Presented By: JENNIFER MCLEAN, TECHNORATI
2. Forget the word consumer
The majority of internet users are
participating and producing
content
The new influencer is EVERYONE
3. “Consumer content generation is only increasing
and happening faster. This isn’t going away…
Pretty much everyone is a media outlet now…
In a few years, there may be no better way our
brands go to market than social media.”
– Jim Cuene, Director of Interactive, General Mills
4. SOCIAL MEDIA CHANGES EVERYTHING
Content >> Conversation
Consumption >> Participation and creation: blogging, twittering,
commenting, networking
Centralization >> Fragmentation, relevance, immediacy
Authority >> Authenticity, relationships and trust
Gatekeepers >> Open distribution and massive content
proliferation
5. SOCIAL MEDIA CHANGES EVERYTHING
Social
networking
= Sharing and communication
Online journals = Sharing and life-casting
Blogs = Information and influence
6. BLOGS ARE MEDIA
• The numbers show a medium that’s here to stay
• Read Blogs
• 346 million WW | 60.3 million or 60% US | 17.8 million or 66% UK
• Write Blogs
• 184 million WW | 26 million or 26% US | 4.3 million or 25.3% UK
– Universal McCann (March 2008)
7. WHAT IS A BLOG? THE LINES CONTINUE TO BLUR
• As the space grows, the lines continue to blur
– Larger blogs take on more characteristics of mainstream sites
– Mainstream sites incorporating styles and formats from the blogosphere
• 95% of the top 100 US newspapers have reporter blogs1
• Wikipedia
– A Blog (a contraction of the term "Web log") is a web site, usually maintained by
an individual with regular entries of commentary, descriptions of events, or other
material such as graphics or video. Entries are commonly displayed in reverse-
chronological order.
– The Blogosphere is the collective community of all blogs. Since all blogs are on the
internet by definition, they may be seen as interconnected and socially networked.
Discussions "in the blogosphere" have been used by the media as a gauge of public
opinion on various issues.
8. WHAT IS TECHNORATI LOOKING AT AND WHY?
• Blogging is everywhere
• The story now is about the Active Blogosphere
– The ecosystem of interconnected communities of bloggers and readers at
the convergence of journalism and conversation.
– Trends, stories and behaviors influence mainstream media and the rest
of the blogosphere
– What is a relevant media experience?
• The 2008 State of the Blogosphere Report
– Blogger survey
• Random sample from more than 1.2 million bloggers who have registered
with Technorati
• Skews heavily to the active blogosphere
– Technorati index data
9. ALL BLOGS ARE NOT CREATED EQUAL
133 million blog records indexed by Technorati since 2002
7.4 million blogs posted in last 120 days
1.5 million blogs posted in last 7 days
Top 100 blogs by Technorati Authority
76,000 blogs with Technorati Authority of 50+
Technorati Authority is the
number of blogs linking to
a website in the last six
months. The higher the
number, the more
Authority the blog has.
900,000 blog posts in 24 hours
10. WHO ARE THE BLOGGERS?
• Two-thirds are male
• 50% are 18-34
• More affluent and educated than the general population
– 70% have college degrees
– One in three earn 75K+
– One in five earn 100K+
2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
11. • Bloggers responded from all six
continents and 66 countries
– 43% of respondents live in
the US
– 72% publish in English
• (survey was only provided
in English)
AROUND THE WORLD
2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
12. PERSONAL BLOGGERS
(79% of total)
PROFESSIONAL
BLOGGERS
(46% of total)
BLOGGERS SELF-IDENTIFIED AS PERSONAL,
PROFESSIONAL, OR CORPORATE
CORPORATE
BLOGGERS
(12% of total) CORPORATE: blog for your company in an
official capacity
PERSONAL: blog about topics of personal
interest not associated with your work
PROFESSIONAL: blog about your industry and
profession but not in an official capacity for
your company
Segments are not mutually exclusive
Corporate bloggers:
•69% are also personal bloggers
•65% are professional bloggers
Professional bloggers:
•59% are also personal bloggers
•17% are corporate bloggers
2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
13. BLOGGING IS A SERIOUS ENDEAVOR
• 1 in 4 blog 10+ hours per week
• Only 15% spend less than 1 hour per week
• 1 in 4 have help
• More than half of respondents have had more than one blog
• Non first-time bloggers contribute to four blogs on average
• Average blogging tenure is three years
• 47% of corporate, 39% of professional and 30% of personal bloggers
have created an in-person or online event for their readership
• Half attract more than 1000 unique visitors per month
– 42% use more than one analytics provider
– Only 1 in 20 don’t know their traffic
2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
15. PERSONAL SATISFACTION IS KEY SUCCESS METRIC
FOR 3 IN 4 BLOGGERS
Average success
metrics: 4
2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
16. TOPICS ARE DIVERSE
2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
“Other” blog topics include: 2008 election,
alternative energy, art, beauty, blogging,
comics, communication, cooking/food, crafts,
design, environment, internet/Web 2.0,
Jamaica, media/journalism
• Average # topics blogged about: 5
• One-quarter blog about 1-2 topics
only
17. HIGHER AUTHORITY BLOGGERS POST AND USE
TAGS MORE FREQUENTLY
43% of the top 100 bloggers
post 10+ times per day
2008 State of the Blogosphere | Technorati Index2008 State of the Blogosphere | Technorati Index
20. More sophisticated:
•Use more tools on average
•57% have had a readership event (vs. 32% overall)
•More likely to sell through an ad network:
- 15% online ad network (vs. 8%)
- 19% blog network (vs. 10%)
•More likely to have affiliate ads (48% vs. 35%)
HIGH REVENUE
[Top 10% in revenue]
Blogger Highlights
$19,000 average annual revenue
78% male (vs. 66%)
42% self employed (vs. 22%)
60% professional (vs. 46%)
19% corporate (vs. 12%)
Require more resources and invest more:
•Spend more time blogging:
- 81 monthly blog posts (vs. 37 overall)
- 57% spend more than 10 hours per week blogging (vs. 24%)
•Average annual investment is $7,400 (vs. $1,600)
21. BLOGGERS SPEND 3.5X TIME ON THE INTERNET
COMPARED TO TV
Online adults 18-49 years old. Source: Nielsen Media Research, April 2008 2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
22. BLOGGERS ARE ACTIVE WEB 2.0 PARTICIPANTS
Average # of Web
2.0 activities: 5
2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
23. BLOGGERS’ INFLUENCE IS MOVING BOTH WAYS
• 71% of Bloggers say they are getting taken more seriously as
sources of information
• More than half view blogs as equally valid sources as traditional
media
• 43% get more news and information from blogs than other media
sources
• 61% say they are most influenced by other blogs as a source of
information on brands, products and services
2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
24. BRANDS PERMEATE THE BLOGOSPHERE
• Even professional bloggers write about brands, music, movies and books that
they love (or hate)
– 4 out of 5 bloggers post brand or product reviews
– 37% post them frequently
• Company information, gossip and every day retail experiences are fodder for
the majority of bloggers
– 90% blog about brands
– 80% blog about experiences in store or with customer care
– 60% blog about company information or gossip they hear
• Brands are reaching out to bloggers
– One-third of bloggers have been approached to be brand advocates
2008 State of the Blogosphere | Blogger Survey2008 State of the Blogosphere | Blogger Survey
25. RETAILERS IN THE BLOGOSPHERE
• Be Transparent: WalMart
– Multiple fake blogs including “Wal-Marting Across America”
• Employees as Brand Champions: Zappos
– Customer reviews on every page
– 13 blogs including CEO and COO
– Twitter: 400+ employees on twitter, CEO: 106,000+ followers
• Let Bloggers Share in Your Success and Make it Easy: Amazon
– Amazon Associates is one of the most popular affiliate programs with
bloggers
• Easy to use, wide variety of products, multiple ways to integrate from links to
actual stores
26. YOUR BRAND IS IN THE BLOGOSPHERE
…whether you want it to be or not
• The game has changed: blogs are media
• While you cannot control how your brands are represented in blogs,
you can create a strategy for the blogosphere
• There is no one way to engage
• Don’t wait for a crisis to get started
27. MARKETERS’ IMPLICATIONS: BEST PRACTICES
• Listen
– This is not a problem to solve but an unprecedented opportunity to truly
know what people think
– Know who is blogging about your brand and what they have to say
• Go where your audience IS
– Blogs are where you find influence.
– Even if a blogger has a relatively small number of followers, the level of
influence and trust is exponentially higher than mass destinations
– From display to conversational media to self serve CPC
• Ignite or enable a conversation around your brand, topics that
surround your brand, passion points for your audience
28. MARKETERS’ IMPLICATIONS: BEST PRACTICES
• Be authentic
– What worked 10 years ago with traditional media does not translate
directly to the blogosphere
– More authentic approach needed than traditional one-way PR
communications
• There are no secrets in the blogosphere
• Word of mouth is instant and global
• Actively contribute to the conversation
– Provide products and samples to bloggers
– Share product news and company developments
– Conduct interviews and hold conversations regularly with bloggers
29. 29
BLOGGERS’ IMPLICATIONS: EVOLVING YOUR BLOG
• Corporate blogs still nascent – figure out right approach for yours
– Strike the right tone
– Create air of openness and dialogue
• Learn from successful bloggers:
– Post frequently
– If you can’t post frequently, post regularly
– Be part of the conversation: contribute, comment, link
– Use multimedia tools
– Use multiple methods to drive traffic
– Hosting an online (or in person) readership event
30. “The world is in the middle of an ongoing
conversation. A marketer’s challenge and
job is to enter that conversation.”
– John D. Hayes, CMO, American Express
THANK YOU
jmclean@technorati.com
Notes de l'éditeur
Today, asking who is blogging or reading blogs is like asking who watches movies: it’s everyone
What we look for
Posts listed from newest to oldest, permalinks for each post, original content, posts structured with date, title, body, author, post boundaries, tags, categories, and comments, feed URL for the content of the blog
What we don’t
Forums, social networks, chat streams, web pages, standalone feeds or aggregation sites
Trends stories and behaviors here heavily influence mainstream media the rest of the blogpshere
Is this blog active?
Has this blog been updated in the last 1 / 7 / 30 / 90 / 120 days?
Is this blog part of the collective community?
Is this blog linking to others
Are others linking to this blog?
Has this blog posted original content, opinion or reaction?
As we mentioned, bloggers are not a homogenous group. One way of segmenting bloggers is by their blog type:
4 in 5 bloggers are personal bloggers who blog about topics of personal interest. About half of bloggers are professional bloggers – blogging is not necessarily their full time job, but they blog about their industry or profession in an unofficial capacity. 12% of bloggers blog in an official capacity for their company.
Of course these groups are not mutually exclusive. More than half of professional and corporate bloggers are also personal bloggers. This could be on a separate blog or they may blog about personal interests within their professional blog. Throughout this report, we will identify when we are speaking about personal bloggers as a group or corporate and professional bloggers.
Self expression and meeting new like minded people are the top reasons for blogging. Secondary reasons include having an entrée into the traditional media world, career enhancement or supplementing income.
Some “other” reasons re. why people blog:
Book publicity, for fun, writer, activism, personal satisfaction, self promotion, to become known as an expert, keep track of my life, share my passion
My favorite: “to bake half-baked ideas”
82% look to more than one means to measure the success of their blog, with the average blogger looking at four distinct metrics. Personal satisfaction is the most popular measure of success, followed by a variety of quantifiable metrics ranging from revenue, to number of subscribers or comments.
Red denotes professional / news topics vs. personal/entertainment
Both types of content topics are equally big
Global differences:
- Music more popular in Asia
- Politics less popular in Asia
- Personal musings and religion less popular in Europe
Tagging blog posts is another way of ensuring that people can search for relevant content within your blog. Technorati’s tracking data shows the Top 100 bloggers use tags much more frequently than even the next 500 and much more than the next 5000. The top 100 bloggers are twice as likely to use tags in their blog posts compared to the average of the 5MM active bloggers.
They are also tremendously sophisticated in leveraging the available tools to make their blogs more robust or easily updatable. Whether it is syndicating their content through an rss feed or employing video and photos on their blog or updating their blog via mobile device. On average, bloggers are using seven of the 13 tools listed. Among those with widgets, the majority use 4+ widgets on site and 2/3 would include a widget with an ad. Among those with RSS feeds, 3 in 4 support full content feeds
Active bloggers have learned a variety of techniques for attracting visitors to their blog. Among their top activities are listing their blogs on Technorati and Google, commenting or linking to other blogs. Participating in a blogroll or blog directory and tagging blog posts so that they are more easily searchable.
Bloggers do an average of 5 different activities to attract visitors; 28% do 7+ activities
We analyzed the differences between the top 10% of our bloggers in terms of ad revenue compared to our average blogger. Three quarters of these successful bloggers are male, and 4 in 10 are self employed (twice as high as the average blogger). They are also more likely to be professional or corporate bloggers.
Overall, this group is more sophisticated in terms of the tools that they use, their usage of readership events and advertising platforms. They also spend more resources (both time and money) invested in their blogs.
As can be expected, bloggers weekly time spent with media is radically different than the average US consumer. They spent twice as much time online as US adults 18-49, and one third as much time watching television.
18-49 year olds spend on average weekly:
24 hours with TV
14 hours with Internet
14 hours with radio
2 hours with magazines and newspapers
Source: Nielsen Media Research, April 2008
While they are online, bloggers are participating in a variety of “Web 2.0” activities. They are generally the first ones to learn about new web applications like twitter or real simple syndication. Bloggers on average conduct five of the ten activities listed, with one-third regularly conducting over seven Web 2.0 activities.