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Technorati Digital Influence Report 2013
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1. Contents I.	Introduction......................................................... 3 II.	Executive Summary.............................................. 4-5 III.	Brand Digital Messaging: Going Social................. 6-11 IV.	Consumer Behavior.............................................. 12-18 V.	Creating Influence................................................ 19-24 VI.	Influencers & Revenue......................................... 25-28 VII.	Influencers & Brands............................................ 29-32 VIII.	Influencers & Brands: Evolution........................... 33 IX.	Conclusion............................................................ 34
2. I. Introduction Founded over a decade ago, Technorati Media has grown into one of the largest social media ad networks bringing top brands and valuable influencers together at scale. With an advertising reach of approximately 130 million US unique users/month1, we sit in the middle of an incredible social media nexus and have long believed that our data, relationships and unique perspective are important elements for us to share. With this in mind, we present to you our 2013 Digital Influence Report, which replaces our historical State of the Blogosphere and expands the concept of all things social. We hope you'll benefit from the valuable insights culled from surveys that included over 6,000 influencers, 1,200 consumers and 150 top brand marketers. 1comScore, December 2012 3
3. II. Executive Summary Sixty percent of brand marketers sources for information on the in- predict an average increase of 40 ternet, blogs rank among the top percent in social spend for 2013. five "most trustworthy" sources. As Currently, the bulk of brands' over- an example, according to consum- all digital spend goes to ers, blogs are more influen- display advertising, search tial in shaping opinion than and video, with spending on Twitter, and when it comes social, including influencer to affecting purchase deci- outreach, making up only 10 sions, more important than percent of their total digital Facebook. spend. Within their social budget, more than half goes In short, where brands are to Facebook, followed by spending is not fully aligned YouTube and Twitter, with with how and where con- the remaining 11 percent of sumers are seeing value and their social spend going to being influenced. This has blogs and influencers. much to do with an essential hurdle faced by most content Though blogs and influencers don't creators: a lack of metrics and the get a large portion of brands' digi- fragmentation that leads to their tal spend, they rank high with con- complexity as a purchasable medi- sumers for trust, popularity and um. influence. When making overall purchase decisions, for consumers, This report also details how differ- blogs trail only behind retail and ent social platforms stack up against brand sites. With regard to overall CONTINUED ON NEXT PAGE 4
4. II. Executive Summary (cont.) FROM PREVIOUS PAGE fluencers are not well represented each other. You'll see that in comScore/Nielsen, further un- influencers ranked page views derscoring the disconnect between above all other metrics when fo- influencer desirability and an ability cusing on their own key metrics, to effectively find them at scale. while Google Analytics is the leader among tracking tools. Brands had According to brand marketers, different top metrics for identifying when metrics from their earned and selecting influencers, with com- media goals are ranked, Facebook Score/Nielsen ranking first, closely likes, traffic to their website, Face- followed by number of Twitter fol- book fans, and Twitter followers are lowers, Facebook friends, and the the main contenders – a reversal influencer's potential to draw likes. from influencers, where monitor- It is important to note here, howev- ing traffic/page views ranked No. 1, er, that due to their niche size, in- followed by Facebook likes. 5
5. III. Brand Digital Messaging: Going Social where brands are social Brands' digital messaging has gone social. More than 90 percent of brands surveyed for the Technorati Media Digital Influence Report stated they have a presence on Facebook. It's nearly as high for Twitter (85%) and YouTube (73%). Google+ wasn't as popular with brands, with only 26 percent of brand managers reporting a presence on that service. overall digital spend 6
6. III. Brand Digital Messaging (cont.) digital budget breakdown Social budget breakdown We see that brands are spending the largest parts (nearly 75 percent) of their digital budget on display advertising, search and producing video. Spending on social, includ- ing influencer outreach, makes up only 10 percent of brands' digital marketing spend. Of that social budget, more than half goes to Facebook. YouTube and Twitter each get 13 percent, while about six percent is spent on influencers and 5 percent advertising on blogs. 7
7. III. Brand Digital Messaging (cont.) Brand managers report an expected increase in budgets for digital market- digital budget outlook ing in the upcoming year. Mobile spend is expected to increase for 79 percent of brands surveyed, while social and video tie at 59 percent of brands expected to spend in those two ar- eas. Of the additional bud- get, most of the increases are going to display ad- vertising (73%) and search (52%). Social and mobile make up the second tier of expected increases, each category getting 37 percent of budget increases. Only 3 percent of brands say they expect to decrease social spending. digital spending increases 8
8. III. Brand Digital Messaging (cont.) More than half of brands say they have earned media goals, and that those goals fall in the cat- egories of Facebook likes/fans, website traffic, Twitter followers and landing page visits. In terms of measuring their campaigns, brands report that success is defined as increased activity and traffic on Facebook, Twitter and on their websites. Spend is not necessarily commensurate with the areas in which the consum- er impact is greatest, however (e.g. spending on Facebook ads trumped spending on blogs). EARNED MEDIA GOALS BREAKDOWN 9
9. III. Brand Digital Messaging (cont.) HOW BRANDS MEASURE EARNED MEDIA SUCCESS 10
10. III. Brand Digital Messaging (cont.) Sixty-five percent of brands partici- pate in influencer-based marketing and when it comes to selecting which influencers to work with, brands are using metrics like com- Score and Nielsen indices, Twitter and Facebook following, and basic blog statistics. brands measuring influencer attributes Use Neutral Don't use 11
11. IV. Consumer Behavior When it comes to community size, 54 percent of consumers agree that the smaller the community the greater the influence. "The smaller the community, the greater the influence." 0 12
12. IV. Consumer Behavior (cont.) The survey findings also indicate that many of those consumers are turning to blogs when looking to make a purchase. Blogs were found to be the third-most influential digital resource (31%) when making overall purchases, only behind retail sites (56%) and brand sites (34%). In fact, blogs were found to be the fifth-most trustworthy source overall for information on the internet. YouTube, Facebook and Google+ are the most popular social properties for consumers. Online services most used 13
13. IV. Consumer Behavior (cont.) Online services most trusted 14
14. IV. Consumer Behavior (cont.) Online services shared from the most 15
15. IV. Consumer Behavior (cont.) Online services most likely to influence a purchase 16
16. IV. Consumer Behavior (cont.) With the big investments brands are making on the social platforms, consumers said keeping up with a company's activities and learning about products and services were the top reasons for following brands on Facebook, Twitter, YouTube, Pinterest and Instagram. what consumers think about how often brands post 17
17. IV. Consumer Behavior (cont.) why consumers follow brands 18
18. V. Creating Influence Influencers are most active on blogs, as 86 percent say they have them and 88 percent of those say they blog for themselves. Blogging is the primary publishing tool, and about a third of influencers say they have been blogging for five or more years. Most bloggers (52%) operate two to five blogs, while 43 percent run just one. Only 5 percent of bloggers operate six or more blogs. how many blogs 19
19. V. Creating Influence (cont.) how influencers post The primary method for bloggers is text (86%), but photos and microblogging (like Twitter) come in at 38 percent and 31 percent, respectively. Only 10 percent of bloggers use video as their primary meth- od, and less than that (4%) prefers audio. what influencers post When it came to type of content published the most, editorials were a clear leader among influencers, either their own orig- inal content (74%) or links to others' arti- cles (38%), making up the majority of blogging content. 20
20. V. Creating Influence (cont.) Primary publishing platforms Influencing the influencers' content Bloggers also say that other bloggers are very influential (18%) when it comes to choosing their own content to publish. 21
21. V. Creating Influence (cont.) Facebook and Twitter are the most popular social platforms for bloggers, which are the same platforms that generate the majority of blog referrals and shares. Facebook and Twit- ter are also the top platforms from which bloggers are generating revenue. where influencers are social 22
22. V. Creating Influence (cont.) how social works for influencers 23
23. V. Creating Influence (cont.) When it comes to measuring their own success, blog/website page views rank highest (52%) among influencers. Social following (Facebook likes, Twitter followers) and user interactions (comments) also rate high among influencers. When it comes to sizing up their peers, Face- book likes and Twitter followers have the attention of influencers. social metrics followed by influencers 24
24. VI. Influencers & Revenue Nearly two-thirds of influencers say they make money from blogging, but more than 80 per- cent say it's less than $10,000 per year. Only 11 percent of bloggers report making more than $30,000 per year. Annual Revenue 25
25. VI. Influencers & Revenue (cont.) Most bloggers' reported income was a result of advertising (61% banner, 51% text). Affiliate programs (41%), sponsored content (24%), sponsored product reviews (19%) also were top earning methods. how influencers earn revenue *Banner ads per page 26
26. VI. Influencers & Revenue (cont.) what influencers are paid for Nearly half of influencers report having been paid for a sponsored post or article, while ecom- merce, affiliate links, banners, text ads, brand-sponsored content and product reviews are all listed among desired revenue methods by influencers. Interstitials (full-page ads that appear after a user clicks on a link, but before the user gets to the content) and roadblocks are among revenue opportunities in which influencers are the least willing to participate. 27
27. VI. Influencers & Revenue (cont.) acceptable revenue methods on blogs willingness to run advertising tactics 28
28. VII. Influencers & Brands where influencers follow brands Many influencers are following brands on Facebook (47%) and Twitter (38%) because they want to keep up with brand activities and to learn about products and services. Fewer influ- encers are following brands on YouTube (17%), Pinterest (11%) and Instagram (7%), but the reasons for doing so are, by and large, the same. influencers' thoughts on brand post frequency 29
29. VII. Influencers & Brands (cont.) why influencers follow brands 30
30. VII. Influencers & Brands (cont.) Across all influencer types, most influencers (70%) on branding requests per week average receive just under 10 opportunities to work with brands a week. One of the top reasons influencers would work with a brand is because they have access to an audience the brand would want to reach (61%). Other top factors include influ- encers' affinity to the brand (68%), the campaign type (61%) and the category of the product being pitched (60%). Influencers say that most of their branding opportunities come from the PR agencies that have reached out to them (37%). Basis for working with brands Source for branding opportunities 31
31. VII. Influencers & Brands (cont.) Influencers most prefer receiving a first look or review opportunities for new products, features or releases when presented with branding opportunities as well as being paid to create custom content. Also high on the scale are prizes and samples to give away to their audience. Preference of branding initiatives 32
32. VIII. Influencers & Brands: Evolution Influencers report that unsuccessful branding opportunities are most often caused by irrele- vant pitches and expectations on their time. Influencers also report that those opportunities sometimes don't represent a relevancy to their blog or audience. Influencers' top branding pain points What influencers say brand sources lack 33
33. IX. Conclusion According to brand marketers, Furthermore, when gauging the social spend in 2013 will increase success of campaigns, where influ- substantially. Despite this increase, encers are monitoring traffic/page however, spending on social makes views, brand marketers are measur- up only one-tenth of brands' to- ing Facebook likes. tal digital budget. On the flip side, blogs still are one of the most influ- Looking at social platforms, Face- ential mediums, ranking high with book and Twitter are the most pop- consumers for trust, popularity and ular social platforms for bloggers, influence. The disconnect between which are the platforms that gen- brand marketers and influencers erate the majority of blog referrals is a result of a challenge they both and shares, as well as those from face – a lack of uniform metrics to which bloggers are generating rev- effectively measure the success of enue. For consumers, YouTube, influencer marketing campaigns. Facebook and Google+ are the most At present, brands primarily look popular platforms. As for brands, 90 to comScore/Nielsen ranking for percent have a presence on Face- identifying and selecting influenc- book, closely followed by Twitter ers first, yet influencers are not and YouTube, but Google+ was not well represented in these indices. as popular a platform. For questions on this report or to share ideas, contact: Shani Higgins CEO, Technorati Media shiggins@technoratimedia.com @shiggles To join the Technorati Media Ad Network: http://technoratimedia.com/publishers 34
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