TapInfluence Co-founder Holly Hamann Presents "Reaching Female Consumers Through Women Bloggers" at The Digital Impact Conference

1. formerly
Reaching Female Consumers Through
Women Bloggers
Holly Hamann Co-founder, TapInfluence

2. This is not your target audience.

3. This is.

4. She has 2.3 of these,

5. One of these,

6. Probably one of these,

7. And maybe one of these.

8. OK, not everyone has one of those.

9. But it’s all good.

10. Because she relies on these.

11. And guess where they go for info?

12. To online influencers. (a.k.a. my gratuitous influencer graphic)

13. Women bloggers

14. 93% of women bloggers have purchased a
product based on brand information found
on a blog or online community.

15. What do women bloggers want?

16. We asked 65,000 of them.

17. 2011 Brands and Women Bloggers
Influencer Partnership Study
Holly Hamann Wendy Scherer
Co-founder, TapInfluence Partner, The Social Studies Group
holly@tapinfluence.com wscherer@socialstudiesgroup.com
Copyright TapInfluence, Inc. All Rights Reserved

18. We wanted to know:
• What does the ideal brand partnership look like?
• Which product category campaigns are most
desirable?
• How does trust and social good influence bloggers’
partnership choices?
• How effective are brands at connecting, pitching, and
compensating women bloggers?
• Which brands are the most successful at forming
women blogger partnerships?

19. Survey Demographics

20. Survey Demographics
73% of all bloggers surveyed
are moms with children
(under 18) living at home.

21. Core Blog Categories
Top “Other” categories:
• Personal
• Beauty
• Books
• Faith/Religion
This is where thousands of untapped powerful niche communities live

22. Mobile Use
Time spent PER DAY engaged in social media from mobile phone

23. To keep in touch with these.

24. Hours per week spent working on own blog

25. Hours per week spent engaged with other blogs
Bloggers who spend 6 or more
hours per week commenting
on other blog communities
show a correlated increase in
revenue.
Hours per week

26. When does she do all that?

27. Blog traffic: unique visitors per month

28. Blogging as a Business
67% of respondents think
revenue generation is
somewhat or very important.
For the 21% earning $1,000 or
more, almost all are spending at
Top revenue-generating blog
least 30 hours a week working on
categories:
their blogs.
1. Deal/Frugal
2. Family/Parenting
3. Food
4. Lifestyle

29. Remember, she has one of these.

30. Bloggers favor brand-sponsored social media
and blog campaigns!
93% have purchased a product based on
information they found on a blog or online
community.
• 60% respected brands who wanted to interact with
bloggers, thought campaigns were fun, validated their
blogs, or thought they were great opportunities to earn
revenue.
• Less than 2% disliked brand-sponsored social media or
blog campaigns.

31. What bloggers want in a brand relationship
90% of bloggers surveyed were
somewhat or very interested in
working with brands, provided
they were compensated.

32. Most popular brand categories (view 1)

33. Most popular brand categories (view 2)

34. What’s TRUST got to do with it?
• 70% of bloggers trust a brand more when that
brand is promoted or recommended by
someone they know from a blog or social media.
• 56% of bloggers trust a brand more when a
campaign includes an element of “social good”
(raising money or awareness for a non-profit or
social cause).

35. How brands are reaching out to bloggers
In-person relationship opportunities
may be under-utilized.
58% of bloggers have never been
approached by a brand to work on a
campaign

36. Effectiveness of brand pitches
• Nearly 2/3 of bloggers reject at least
half of the brand pitches they receive.
• 87% said personal feelings about a
brand influences whether they will
work with that brand.
Number of brand pitched received by bloggers each year

37. Elements of a good pitch
• Personal
• Targeted
• Relevant
• Compensation
• Clear
• Organized
• Concise

38. Remember, she has one of these.

39. What types of campaigns were accepted?
Most common forms of
compensation:
1. Free or discounted products
2. Traffic to blog
3. Money

40. What product category campaigns were accepted?

41. Reasons for negative experiences
12% of bloggers had a
negative experience
working on a brand
campaign.

42. Brands creating successful partnerships

43. Just like any perfect relationship…
Photo source: Warner Bros.

44. Women bloggers want:
Balance
Commitment
Partnership
Respect
Clarity Relevant Products
Social Engagement
Compensation
Copyright TapInfluence, Inc. All Rights Reserved

45. How do you get it?
What bloggers want How to get it
Commitment Engage bloggers for multiple campaigns to create relationships you can rely
on for years.
Partnership Products and trends evolve over time. Take the time to ask bloggers about
your brand and product. Then listen.
Respect Be as professional as you would with any business colleague.
Compensation Asking bloggers to work for free is short-sighted. Create powerful
partnerships by providing mutual benefit and compensation.
Clarity Be clear about campaign scope (amount of work required, deadlines,
compensation, non-competes, etc). Make it easy to say yes or no.
To champion valuable Provide a high-quality product that is appropriately targeted (i.e. don’t ask a
products diabetic blogger to write about your chocolate bar).
Social engagement Follow bloggers on Twitter and Facebook, join their community discussions,
comment on their blogs, get to know them.
Balance Create campaigns that accommodate family-oriented lifestyles.
Copyright TapInfluence, Inc. All Rights Reserved

46. You’ll create influential partners,

47. And millions of these will thank you.

48. Thank You!
Holly Hamann
Co-founder, TapInfluence
holly@tapinfluence.com