The Social Economy is the economy of the future and will change the way we do business forever. Working with bloggers and other influencers in the social ecosphere is now an essential part of both the marketing mix and stakeholder/customer engagement. It is no longer an optional add on. And in 2013 finding innovative ways to build original and inviting content to connect with these influencers is becoming increasingly important if you are be relevant today. No longer do we rely upon old media to build a brand's value. Today we can be publishers in our own right, with YouTube Channels, Podcast Shows and more. The opportunity is only limited by your imagination, innovation and creativity. Think Mayo Centre for Social Media for example.
The 'not so new communication tool' - word of mouth, has been amplified millions and millions of times over and connected us via the Internet in ways that few would have envisioned five, ten, twenty years ago. Word of mouth rules and it's social. Think of it like a massive marketplace - people refer and share products and services, what is good and bad and the health marketplace (if you can call it that) is no different.
In fact the word health is often mistakingly taken by leadership and marketers to mean healthcare providers or disease management when it towards wellness that the disruptive healthcare economy is moving us at a rapid rate. The rapid rise of the Australian online health network Healthshare, which provides consumers with answers to their health questions, from health experts across a range of health related issues shows that consumers are moving faster than those marketing healthcare can keep up. Consumers are seeking out information, savvy enough to go to an accurate source and are empowered as a result.
A recent report by Nuffnang Australia analysed shows that health and wellbeing is relevant to every segment of the consumer blogosphere. The challenge is how best to engage with these bloggers, as more and more become aware of their own personal power. In fact many could be described as epitomising the LOHAS market. Empowered they are. Bloggers are interested in a range of issues, relevant to their families, the planet and others in a totally holistic manner. In the future, don't be surprised if these empowered bloggers reject ways some brands are endeavouring to engage with them at present as they become savvier in this space and get to the core of their own stories and the true power of their authentic voice within their respective communities.
We are already seeing a growing segment of parent blogging online, powerful tribes sometimes referred to in Australia as 'mummy bloggers' and, an increase in real world gatherings of bloggers such as the forthcoming Bloggers Conference Healthivate, dedicated to LOHAS principles and focusing on eating well, living life to its fullest, giving to others and movement building (Disclosure, I am curating this event)
Here's some top line points from Nuffnang's survey, the biggest survey of the blogosphere undertaken in Australia to date. Nuffang's network deliver some 12 million page views per month via bloggers in their network.
SNAPSHOT OF
THE BLOGOSPHERE IN AUSTRALIA
Gender
·
92% - Female
·
8% - Male
Age
·
18-24 years
– 25%
·
25-29 years
– 21%
·
30-34 years
– 18%
·
35-39 years
– 15%
·
40-44 years
– 8%
·
18-44 years
- 87% of population
AUSTRALIAN BLOGGERS ARE HOUSEHOLD DECISION MAKERS
There
is a common misconception that bloggers are relatively young; 79% of all respondents
are between the ages of 18 and 39. An important note, however, is
that the Australian blogger community is not made up of teens – only 6% of all
bloggers surveyed are under 18.
45% of bloggers
are married and 44% have 1- 3 children under age 16 in the household.
In
addition to favouring family, Australian bloggers also have a high level of
education. 42%
of all respondents have completed a bachelors degree and a further 20% have
completed a post graduate degree.
Compared
to last years survey study, a significant new group of bloggers identified are females
who are married without children - 21% of this segment have a income of more
than $150,000.
BLOGGERS
ASPIRE TO EXPERT STATUS
The motivations
driving our bloggers are varied, but easily mapped across the life of
a blog.
When
bloggers first start blogging, 36% of respondents say it is something they’re
doing for themselves. Blogging, at least initially, starts because the
individual blogger has something to say, wants to establish a voice and
interact with like- minded individuals. The longer they continue blogging,
self-satisfaction and building recognition for themselves also become
motivators.
The
difference between young bloggers and seasoned bloggers becomes more apparent
in their future aspirations for their blog. Newer bloggers often start of writing for
self-fulfillment, but quickly build aspirations to be a celebrity blogger. This
is particularly seen in the fashion, food and parenting verticals as they
aspire to work with brands. Seasoned bloggers typically have
established their name / brand and are more satisfied with existing status.
36%
of bloggers surveyed say they hope to become well known or considered an expert
for their blogs.
CREATING CONTENT [BLOG WRITERS]
Understanding
the psyche of Australian bloggers is every bit as important as understanding
their demographic backgrounds. An interesting finding of this study is the way in which
bloggers interact with each other through blog comments.
45% of bloggers comment on other blogs as a strategy for
sharing their own blog posts.
LEADING BLOG CATEGORIES IN AUSTRALIA
Top
Blog categories
·
45% - Personal
·
38% - Lifestyle
·
24% -
Fashion & Beauty
·
24% - Food
·
20% -
Parenting
·
12% - Travel
47% of bloggers post to their blogs 2-6 times per week.
BLOGGING IS GROWING IN POPULARITY IN AUSTRALIA
Blogging is still relatively new in Australia but is
showing fast growth. Despite
being around since 1999, blogging in Australia is still relatively young. 44%
of Australian bloggers have only been blogging for 1-3 years. 20% have been
blogging for 3-5 years.
CONSUMING CONTENT [BLOG READERS]
Follow: Bloggers
are dedicated subscribers of blogs – 50% follow 20+ blogs
Read: Bloggers
are active readers of blogs – 45% read more than once a day
Post: Blog posts
are very frequent – 53% of bloggers post 2-6 times per week
Australian
bloggers follow a plethora of other blogs and are also frequent heavy readers
of blogs.
HOW BRANDS SHOULD ENGAGE
WITH BLOGGERS
When
engaging with bloggers it’s more efficient to target a specific group with
complementary readerships. Very often we see “blogger outreach” using a widespread
selection of bloggers with overlapping readership that reduces reach and turns
readers away.
·
73% of bloggers professed personal or hobby blogs as their FAVORITE
variety to follow.
·
At the opposite end of the spectrum,
·
50% said Brand blogs were their LEAST FAVOURITE to read,
followed by News & Media publications at 30%.
INFLUENCE [WORD OF MOUTH]
TRUST AND OPINIONS OF
BLOGGERS BEATS OLD MEDIA FOR INFLUENCE
Australian
bloggers are growing quickly in popularity. As a result of increased
popularity, the bloggers generate a great deal of traffic and influence. While
most blogs have under 5,000 unique visitors a month, the most popular Australian
blogs receive over 100,000 unique visitors a month..
In addition to
generating traffic, blogs are becoming one of the most trusted forms of media.
46% of
respondents ranked other bloggers opinions as the most influential type of
media.
Next is - 20% online sites (non-social media). Newspapers, radio and TV ranked
as the least influential.
The Nielson
Global Trust report released in April 2012 supports the notion that blogs are
an influential form of media.
The top 2 most trusted forms of advertising
is:
· Consumer opinions posted online (92%)
· Recommendations from people I know (70%)
(Blogs
are a combination of both these forms)
[sourced:
Nielsen’ Global Trust in Advertising and brand messages, Q3 2011]
A
typical media publisher site can be visually cluttered with a number of varied
advertising placements and sponsored imagery. Banner ads on publisher sites can
easily be overshadowed or lost among all the other content.
In
comparison, blogs are limited in ads and clutter that helps the Brand message
cut through with impact.
HOW BRANDS CAN WORK WITH
BLOGGERS
82% of all
respondents say they notice banner ads on blogs.
Sponsored posts
are a mutually beneficial way for bloggers and Brands to work together in
getting information out about a product or service. Blog readers agree.
70% find it
useful so long as they stay impartial and transparent. 23% -
say they’re great as they help bloggers continue to provide quality content.
Blogs are among
the highest trusted forms of media and readers go to them looking for new
information.
The authenticity and disclosure of sponsored posts place bloggers in a unique
position of authority enabling them to deliver trustworthy and influential
messages to their audiences on behalf of brands.
BLOGGERS INFLUENCE
PURCHASING DECISIONS
Bloggers are in a
unique position of influence and their purchasing advice is sought by blog
readers.
Looking only at the survey respondents who do not own a blog, ie. blog readers
only.
·
63% are the main grocery buyer of the household
·
80% would like to get involved in making purchasing
decisions
·
46% of this same group reads blogs one or more times a day
·
67% think that blogs are a better source of information than
mainstream media
·
85% go shopping at least once a week
Breakdown
of a Blogger Household
·
74% of bloggers are the main grocery buyer
·
88% are involved in purchasing decisions
·
88% go shopping at least once a week
·
98% like to try new experiences, products & services
As we’ve already
seen blogger’s influence is not limited just to blog readers. Bloggers also
have a great impact on other bloggers. That means that a blog’s potential reach
for a brand via other bloggers is potent and profitable.
Purchasing funnel
·
Awareness
o
89% have learnt of a new brand / product / service through blog
advertising.
·
Consideration
o
95% have considered a brand / service as a result of reading
a blog.
·
Purchase
o
84% have made a purchase as a result of reading a blog – up
6% from 2011.
WORKING WITH BLOGGERS IS AN
ESSENTIAL PART OF MARKETING MIX FOR BRANDS IN 2013
Not only are
blogs one of the most trusted forms of media, they are essential in driving
word of mouth [WOM] about a brand’s products and services.
·
89% of respondents share stories or information to family and
friends as a result of reading a blog post.
·
68% believe products reviewed by bloggers provide first hand
information. Bloggers are very social, it is natural that they use word of
mouth to spread the information about brands, products and services.
BLOG ENGAGEMENT [BEST PRACTICES]
BRANDS MUST ADOPT NEW CREATIVE WAYS OF
ENGAGEMENT WHEN WORKING WITH BLOGGERS
For Brands, the
important thing to keep in mind is that the Australian blogosphere wants to
hear about Brand products and services, but it needs to be presented in a
natural and fun way.
·
98% of bloggers regularly use photos with their blog posts
·
97% create their OWN media [video, photo, audio]
·
62% say blogs are the most appealing medium for a business
to promote a brand - 16% the second highest preference was via online contests
[i.e. microsites]
BLOGGERS ARE PROLIFIC
NETWORKERS WITH THEIR COMMUNITIES ON SOCIAL MEDIA AND HAVE KLOUT
Social
Media – bloggers are highly social and their dedication to social media
reflects this:
·
Twitter
o
81% are active on Twitter
o
63% click on blog posts linked through Twitter, 4% more than
in 2011
o
Twitter is used as a quick sharing & communication tool
within the community
·
Facebook
o
95% are active on Facebook
o
55% reported spending 1-5 hours a day on Facebook
SEO IMPACT OF BLOGS FOR
BRANDS IS SIGNIFICANT
Blogs have a huge
impact on search through keywords and backlinks sending readers off for more
information.
94% have used a
search engine to find more information about a Brand after reading about it on
a blog post.
KEY LESSONS FOR SUCCESSFUL BRAND/
BLOGGER OUTREACH
·
It’s better to build a deeper engagement with a small group
of targeted bloggers.
·
Blogging is still young in Australia and requires different
approaches for bloggers of varied levels of experience.
·
Competitions help drive reader engagement and participation
·
Blog readers are generally household decision makers and
willing to try new things
·
A blogger outreach campaign helps drive SEO and WOM
WILL YOUR BRAND MISS THIS OPPORTUNITY
FOR POWERFUL WORD OF MOUTH BY YOUR CUSTOMERS
Blogging
is quickly evolving in Australia to become much more than a personal online account
of just one’s day-to-day activities. The Australian blogosphere is a dedicated
community of passionate, curious writers and consumers who are leveraging
networks to broadcast their opinions and experiences. Forward-thinking Brands
are learning to be a player in this rapid growing community network.
Labels: #blogging, #hcsmanz blogging, #hcsmanz storytelling in health, #healthactivists #bloggers, #Healthivate #hcsmanz
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