January 30, 2013
Spending on social is up, but is it going to the right place?
Brands are starting to put money in content with the highest consumer trust – blogs and influencers – but their spend isn’t matching the opportunity these content areas offer. Consumers self report that blogs have eclipsed traditional endemic sites (magazines, newspapers, etc.) in terms of driving their influence and purchase intent and yet are only receiving a minority of brands’ ad spending.
More than half of brand managers expect an increase in social advertising, which includes blogging and influencer outreach, according to highlights coming from Technorati Media’s 2013 Digital Influence Report (full report due Feb. 2013).
Click to enlarge.
That’s a step in the right direction, as blogs were found to be third-most influential (31%) when making overall purchases, only behind retail sites (56%) and brand sites (34%). But brands may still be missing an opportunity in their digital messaging campaigns, as blogs were even found to be the fifth-most trustworthy source for overall information on the internet.
“Blogs are one of the most influential mediums, but brands aren’t investing in them enough to reap the rewards of their influential relationship with consumers,” Technorati Media CEO Shani Higgins said. “They’ve become the new endemic publishers that brands should be paying attention to. When it comes to making purchasing decisions, blogs have shown to be just as influential to consumers as Facebook, which gets exponentially more budget attention.”
Spending on social, which includes influencer outreach, currently 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 a total of 12 percent is spent on influencers and advertising on blogs.
Click to enlarge.
Since 2004, Technorati Media’s annual report has followed growth and trends in the business of digital influence. This year, more than 7,500 overall users participated. Of those, more than 1,200 took part in the consumer survey; more than 6,500 took part in the influencer survey; and representatives from 150 brands participated.
A full version of the report will be released the first week of February. To sign up to be alerted as soon as it’s ready, click here.
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Technorati Media asked brand managers …
| What’s the breakdown of your digital messaging budget? | |||
| Mobile | 8.04% | ||
| Display ad | 40.68% | ||
| Social ad* | 10.35% | ||
| Video | 14.11% | ||
| Programmatic Buys | 2.77% | ||
| Search | 19.35% | ||
| Other | 4.70% | ||
| * includes influencer campaigns | |||
| Of the money spent on social, where is that going? | |||
| 57.42% | |||
| YouTube | 13.00% | ||
| 12.56% | |||
| Blogs | 5.65% | ||
| Influencer | 5.87% | ||
| 1.55% | |||
| Other | 3.94% | ||
| Will your digital messaging budget decrease, increase or stay the same in the coming year? | |||
| Decrease | Same | Increase | |
| Mobile | 2.07% | 19.31% | 78.61% |
| Social Advertising* | 2.76% | 37.93% | 59.31% |
| Video | 6.21% | 35.17% | 58.62% |
| Search | 1.38% | 62.07% | 36.55% |
| Display Advertising | 22.76% | 46.21% | 31.03% |
| Programmatic Buys | 7.59% | 71.72% | 20.69% |
| *includes influencer campaigns | |||
Reply | Author: John Swartz | Filed Under: | Share: 
January 22, 2013
Research: YouTube beats Facebook with consumers
Are you producing enough video? If you want to get your product or service in front of consumers these days, you may want to think about doing more.
When it comes to online sites and services consumers use most, YouTube was the top choice, according to highlights coming from Technorati Media’s 2013 Digital Influence Report (full report due Feb. 4, 2013).
Nearly 80 percent of participants reported that they use YouTube, ahead of all other social sites like Facebook, Google+ and Twitter. YouTube was also named the most trusted source of information by 29 percent of consumers – the fourth highest selection.
“YouTube, and video in general, allows its users to see the action, to see someone using a product they might be thinking about buying,” Technorati Media CEO Shani Higgins said. “Consumers trust what they can see, and they trust people who have used the products they’re looking into.”
The new data could indicate that consumers are more willing to watch videos about potential purchases now more than ever before. Beyond making sure to have a presence on YouTube, both brands and influencers can do more to make sure their videos are seen.
Brands are planning just that, as YouTube is their third-most used social service and 59 percent of brand managers say their companies are planning to increase video budgets in the year ahead – many by as much as 30 percent.
Those increases should be welcomed, as 22 percent of influencers and consumers say that brands don’t post enough on YouTube.
There is also room for video growth among influencers, as 12 percent say they gain revenue from their video production, but only 7 percent say they post at least one video per week.
Since 2004, Technorati Media’s annual report has followed growth and trends in the business of digital influence. This year, more than 7,500 overall users participated. Of those, more than 1,200 took part in the consumer survey; more than 6,500 took part in the influencer survey; and representatives from 150 brands participated.
A full version of the report will be released Feb. 4. To sign up to be alerted as soon as it’s ready, click here.
Click to enlarge.
Technorati Media asked consumers …
What online sites/services do you use?
YouTube 80%
Facebook 74%
Retail sites (Amazon, Walmart) 50%
Google+ 47%
Blogs 45%
Online news sites 36%
Twitter 34%
Groups/Forums 31%
LinkedIn 24%
Pinterest 21%
Brand sites (like Honda, Sony) 19%
Online magazines (like People, Motor Trend) 15%
Instagram 12%
What are your most trusted information sources?
Online news sites (NY Times, CNN) 51%
Facebook 32%
Retail sites (Amazon, Walmart) 31%
YouTube 29%
Blogs 29%
Google+ 26%
Groups/Forums 24%
Online magazines (People, Motor Trend) 22%
Brand websites (Honda, Nike) 21%
Twitter 15%
What do you think about brands’ posting to YouTube?
Far too frequently 14%
Somewhat too frequently 18%
About right 46%
Somewhat too infrequently 17%
Far too infrequently 5%
Technorati Media asked brand managers …
What online sites/services do you use?
Facebook 91%
Twitter 85%
YouTube 73%
Pinterest 41%
LinkedIn 33%
Blogs 32%
Instagram 29%
Google+ 26%
Technorati Media asked influencers …
What do you think about brands’ posting to YouTube?
Far too frequently 11%
Somewhat too frequently 13%
About right 54%
Somewhat too infrequently 17%
Far too infrequently 5%
Describe your use on these social platforms.
| Have Account | 1+ Post/Wk | Most Referrals | Most Shares | Revenue | |
| 92% | 83% | 45% | 40% | 42% | |
| 88% | 71% | 35% | 33% | 31% | |
| 76% | 27% | 8% | 7% | 16% | |
| YouTube | 74% | 7% | 3% | 3% | 12% |
| Google+ | 74% | 26% | 3% | 5% | 10% |
| 50% | 18% | 2% | 3% | 3% | |
| 37% | 14% | 1% | 1% | 1% | |
| StumbleUpon | 32% | 6% | 0% | 1% | 1% |
| Foursquare | 28% | 11% | 0% | 0% | 1% |
| Tumblr | 27% | 9% | 1% | 1% | 1% |
| Myspace | 20% | 2% | 0% | 0% | 1% |
| Quora | 16% | 1% | 0% | 0% | 0% |
| Other | 17% | 1% | 0% | 0% | 7% |
Reply | Author: John Swartz | Filed Under: | Share:
January 7, 2013
NMX Keynote: The Business of Influence
Technorati Media CEO Shani Higgins address the audience at New Media Expo on Jan. 6 in Las Vegas.
Reply | Author: John Swartz | Filed Under: | Share:
Research: Bloggers, reviews pushing needle in gadget buys
Consumers say product reviews and blog mentions are the top factors in ultimately influencing what electronics purchases they make.
As far as the most overall influential factor, a positive product review pushes the needle the most as shown in the upcoming 2013 Digital Influence Report from Technorati Media (complete report due out Feb. 4). In fact, the survey concludes that the reviews were more influential than a recommendation from a friend.
“This gets us a look inside the heads of the consumers and shows what they’re looking for when planning a purchase,” Technorati Media CEO Shani Higgins said. “They want to learn from someone else’s experience. If your product is good and bloggers write positive reviews, it’s almost like having an army of sales associates working around the clock for you.”
Of the more than 1,200 consumers who took part in this survey, 28 percent of them said a positive review was the top factor in making electronics purchases. A friend’s recommendation came in at No. 2 on the list with 17 percent response rate.
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 third-most influential (31%) when making overall purchases, only behind retail sites (56%) and brand sites (34%). Blogs held that No. 3 spot when consumers were asked specifically about electronics purchases.
In fact, blogs were found to be the fifth-most trustworthy source for overall information on the internet.
“Consumers are looking for recommendations from their trusted go-to sources and blogs continue to be a driving force in influencing purchasing decisions especially when it comes to electronics and gadgets,” Higgins said. “The smartest marketing strategy includes advertising and working with influencers so the moment a consumer’s engaged with a review or editorial feature they have an opportunity to take the next step and make a purchase.”
So just what are the influencers going to be writing about in 2013? Technorati Media asked for technology influencers to weigh in on the gadget climate of the new year.
More than 6,000 influencers were surveyed of which nine percent said they focus primarily on tech and gadgets. Thirty-eight percent of these tech and gadget influencers said tablets would rule the market in the coming year – the top choice by far. And the tablet they most prefer to recommend? The Apple iPad 4 (36%) came in with more than twice as many votes as the Google Nexus 7 (17%).
The smartphone battle is much closer, with Android-powered phones (42%) edging out the Apple iPhone (40%).
Right behind blogs in influencing electronics purchases were YouTube videos, indicating that consumers also might want to see a product in action before making a purchase.
Since 2004, Technorati Media’s annual report has followed growth and trends in the business of digital influence. This year, more than 7,500 overall users participated. Of those, more than 1,200 took park in the consumer survey; more than 6,500 took part in the influencer survey; and representatives from 150 brands participated.
A full version of the report will be released Feb. 4. To sign up to be alerted as soon as it’s ready, click here.
Technorati Media asked consumers …
What are your most trusted information sources?
Online news sites (NY Times, CNN) 51%
Facebook 32%
Retail sites (Amazon, Walmart) 31%
YouTube 29%
Blogs 29%
Google+ 26%
Groups/Forums 24%
Online magazines (People, Motor Trend) 22%
Brand websites (Honda, Nike) 21%
Twitter 15%
What’s most likely to influence a purchase?
Retail sites 56%
Brand sites 34%
Blogs 31%
Facebook 31%
Groups/Forums 28%
YouTube 27%
Online news sites 24%
Google+ 20%
Online magazines 20%
Pinterest 12%
What’s most likely to influence an electronics purchase?
Brand/Product site 20%
Retail site 16%
Blog post 14%
YouTube video 10%
Mention on Group/Forum 9%
Mention on Facebook 8%
Online magazines 8%
Online news site 6%
Mention on Google+ 3%
Picture on Pinterest 2%
What compels you to make an electronics purchase?
Positive review 28%
Friend recommendation 17%
Sale 15%
New innovation 12%
New version of one I have 12%
Saw someone using it 5%
Friend has it 5%
It’s getting lots of press 4%
Grabbed it on my way to checkout 1%
Read a negative review, but didn’t agree 1%
Technorati Media asked influencers …
What will be the biggest tech/gadget craze in 2013?
Tablets 38%
Wearable tech (glasses, watch devices, etc.) 17%
Integrated devices 12%
Smartphones 11%
Smart TVs 9%
Ultrabooks 9%
Other 5%
What tablet do you prefer to recommend?
Apple iPad4 36%
Google Nexus 7 17%
Samsung Galaxy Tab II 12%
Microsoft Surface 12%
Other 10%
Apple iPad Mini 8%
Amazon Kindle 4%
What mobile phone do you prefer to recommend?
Android Phone 42%
Apple iPhone 40%
Microsoft Windows Phone 10%
Other 6%
Blackberry 3%
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Technorati Media permits the republication of information in this post.
Reply | Author: John Swartz | Filed Under: | Share: