Health Activist Blogger Mentor Program

I am busy reviewing a number of health activist profiles who are shortlisted to join my mentor programme. Only four will be selected initially and I will work with them over the coming months to tell their story and to match with appropriate organisations and brands as brand ambassadors in the health and wellbeing sector. They will attend conferences on blogger passes, speak at events (stay tuned for an exciting announcement) and become involved in leading public health promotions campaigns.

Health Activists share a number of commonalities:
They want to be listened to. 
They want actions taken based on what they say. 
They want respect. 
They want emotional and financial support. (I discuss this more fully below and the need for disclosures and appropriate brand distance).
They want recognition for what they are already doing in their communities and want help. 

In so reviewing, I've become concerned by the number of bloggers who have really powerful stories to personally tell yet have simply given themselves away to brands. Sadly, some even appear to act just as a mouthpiece or be on the payroll for the organisation who supports them. 

My views are not necessarily directed at bloggers but rather at brands. Simply put, they should know better than to build brand associations with bloggers without the appropriate respect and guidelines necessary to protect the authenticity of the bloggers voice. Posts written just as  flowery endorsements of a brand achieve nothing except to turn readers off.

So how do brands in the health space work with bloggers to create behavioural change? Brands must recognise that bloggers and their unique stories can only help them when they are being true to their own voice and sometimes this will require simply stating that they are supported by the brand. Lavishing logos on each post about the brand is counter productive to what each is trying to achieve.

It starts with education about your organisation, agreed disclosures and transparency in the way you work with a blogger.

Why? Each Health Activist has a unique story, most start his or her journey with self-education, empowerment, and understanding about a specific health condition. Being seen to have an appropriate distance between brand and blogger is an important part of the authenticity of health activism.

Health Activists talk about health and health related issues every day and find genuine pleasure in offering support and advice to others online. They answer questions, offer resources, and help bring the sense of empowerment they have found in their own lives outward to others. Health Activists work in different spaces, both online and offline. 

Through personal experience and by eagerly pursuing knowledge of certain conditions, health activists stand out from the pack of online health users. By collecting that information and sharing that knowledge, they truly become leaders and that has a powerful value proposition.

Some Health Activists are content creators, bloggers, or lead forums, while others hold Twitter chats, or record video tutorials. Some Health Activists have started non-profits, support groups, or awareness campaigns. 

All Health Activists are: a voice for their condition, devoted to their health communities, and quality leaders. All Health Activists are also doing life, sharing the things that we all enjoy!

Footnote: If you would like to join my story coaching programme the link is here.

Richard Branson Blogs About Healthivate

We were thrilled to read Sir Richard Branson's blog post about Healthivate, the forthcoming bloggers conference. A successful entrepreneur, adventurer, passionate advocate for the planet, Richard took  time out from his very busy schedule just to blog for our little event coming up in Sydney on March 2, 2013.  There are still some tickets to Healthivate available so if you are thinking about starting a blog, have an existing blog or want to fine tune your story to share on your blog then this conference will get your creative juices flowing. There will be lots of fun activities on the day and a focus on health and well-being as opposed to disease. It's all about putting us, the consumer, in the driving seat of managing our own health. See you there.

Working With Bloggers Is Essential Part of Marketing Mix In 2013

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.

SOURCE NUFFNANG AUSTRALIAN BLOGOSPHERE REPORT  NOVEMBER 2012