{\rtf1\adeflang1025\ansi\ansicpg1252\uc1\adeff0\deff0\stshfdbch11\stshfloch36\stshfhich36\stshfbi0\deflang1033\deflangfe1033\themelang1033\themelangfe1041\themelangcs0{\fonttbl{\f0\fbidi \froman\fcharset0\fprq2{\*\panose 02020603050405020304}Times New Roman;}{\f1\fbidi \fswiss\fcharset0\fprq2{\*\panose 020b0604020202020204}Arial;}
{\f11\fbidi \fmodern\fcharset128\fprq1{\*\panose 02020609040205080304}MS Mincho{\*\falt \'82\'6c\'82\'72 \'96\'be\'92\'a9};}{\f34\fbidi \froman\fcharset0\fprq2{\*\panose 02040503050406030204}Cambria Math;}
{\f36\fbidi \froman\fcharset0\fprq2{\*\panose 02040503050406030204}Cambria;}{\f39\fbidi \froman\fcharset0\fprq2{\*\panose 00000000000000000000}Times;}{\f40\fbidi \fnil\fcharset0\fprq2 Lucida Grande;}
{\f41\fbidi \fmodern\fcharset128\fprq1{\*\panose 02020609040205080304}@MS Mincho;}{\flomajor\f31500\fbidi \froman\fcharset0\fprq2{\*\panose 02020603050405020304}Times New Roman;}
{\fdbmajor\f31501\fbidi \fmodern\fcharset128\fprq1{\*\panose 020b0609070205080204}MS Gothic{\*\falt \'82\'6c\'82\'72 \'83\'53\'83\'56\'83\'62\'83\'4e};}{\fhimajor\f31502\fbidi \fswiss\fcharset0\fprq2{\*\panose 020f0502020204030204}Calibri;}
{\fbimajor\f31503\fbidi \froman\fcharset0\fprq2{\*\panose 02020603050405020304}Times New Roman;}{\flominor\f31504\fbidi \froman\fcharset0\fprq2{\*\panose 02020603050405020304}Times New Roman;}
{\fdbminor\f31505\fbidi \fmodern\fcharset128\fprq1{\*\panose 02020609040205080304}MS Mincho{\*\falt \'82\'6c\'82\'72 \'96\'be\'92\'a9};}{\fhiminor\f31506\fbidi \froman\fcharset0\fprq2{\*\panose 02040503050406030204}Cambria;}
{\fbiminor\f31507\fbidi \froman\fcharset0\fprq2{\*\panose 02020603050405020304}Times New Roman;}{\f42\fbidi \froman\fcharset238\fprq2 Times New Roman CE;}{\f43\fbidi \froman\fcharset204\fprq2 Times New Roman Cyr;}
{\f45\fbidi \froman\fcharset161\fprq2 Times New Roman Greek;}{\f46\fbidi \froman\fcharset162\fprq2 Times New Roman Tur;}{\f47\fbidi \froman\fcharset177\fprq2 Times New Roman (Hebrew);}{\f48\fbidi \froman\fcharset178\fprq2 Times New Roman (Arabic);}
{\f49\fbidi \froman\fcharset186\fprq2 Times New Roman Baltic;}{\f50\fbidi \froman\fcharset163\fprq2 Times New Roman (Vietnamese);}{\f52\fbidi \fswiss\fcharset238\fprq2 Arial CE;}{\f53\fbidi \fswiss\fcharset204\fprq2 Arial Cyr;}
{\f55\fbidi \fswiss\fcharset161\fprq2 Arial Greek;}{\f56\fbidi \fswiss\fcharset162\fprq2 Arial Tur;}{\f57\fbidi \fswiss\fcharset177\fprq2 Arial (Hebrew);}{\f58\fbidi \fswiss\fcharset178\fprq2 Arial (Arabic);}
{\f59\fbidi \fswiss\fcharset186\fprq2 Arial Baltic;}{\f60\fbidi \fswiss\fcharset163\fprq2 Arial (Vietnamese);}{\f154\fbidi \fmodern\fcharset0\fprq1 MS Mincho Western{\*\falt \'82\'6c\'82\'72 \'96\'be\'92\'a9};}
{\f152\fbidi \fmodern\fcharset238\fprq1 MS Mincho CE{\*\falt \'82\'6c\'82\'72 \'96\'be\'92\'a9};}{\f153\fbidi \fmodern\fcharset204\fprq1 MS Mincho Cyr{\*\falt \'82\'6c\'82\'72 \'96\'be\'92\'a9};}
{\f155\fbidi \fmodern\fcharset161\fprq1 MS Mincho Greek{\*\falt \'82\'6c\'82\'72 \'96\'be\'92\'a9};}{\f156\fbidi \fmodern\fcharset162\fprq1 MS Mincho Tur{\*\falt \'82\'6c\'82\'72 \'96\'be\'92\'a9};}
{\f159\fbidi \fmodern\fcharset186\fprq1 MS Mincho Baltic{\*\falt \'82\'6c\'82\'72 \'96\'be\'92\'a9};}{\f382\fbidi \froman\fcharset238\fprq2 Cambria Math CE;}{\f383\fbidi \froman\fcharset204\fprq2 Cambria Math Cyr;}
{\f385\fbidi \froman\fcharset161\fprq2 Cambria Math Greek;}{\f386\fbidi \froman\fcharset162\fprq2 Cambria Math Tur;}{\f389\fbidi \froman\fcharset186\fprq2 Cambria Math Baltic;}{\f390\fbidi \froman\fcharset163\fprq2 Cambria Math (Vietnamese);}
{\f402\fbidi \froman\fcharset238\fprq2 Cambria CE;}{\f403\fbidi \froman\fcharset204\fprq2 Cambria Cyr;}{\f405\fbidi \froman\fcharset161\fprq2 Cambria Greek;}{\f406\fbidi \froman\fcharset162\fprq2 Cambria Tur;}
{\f409\fbidi \froman\fcharset186\fprq2 Cambria Baltic;}{\f410\fbidi \froman\fcharset163\fprq2 Cambria (Vietnamese);}{\f432\fbidi \froman\fcharset238\fprq2 Times CE;}{\f433\fbidi \froman\fcharset204\fprq2 Times Cyr;}
{\f435\fbidi \froman\fcharset161\fprq2 Times Greek;}{\f436\fbidi \froman\fcharset162\fprq2 Times Tur;}{\f437\fbidi \froman\fcharset177\fprq2 Times (Hebrew);}{\f438\fbidi \froman\fcharset178\fprq2 Times (Arabic);}
{\f439\fbidi \froman\fcharset186\fprq2 Times Baltic;}{\f440\fbidi \froman\fcharset163\fprq2 Times (Vietnamese);}{\f442\fbidi \fnil\fcharset238\fprq2 Lucida Grande CE;}{\f443\fbidi \fnil\fcharset204\fprq2 Lucida Grande Cyr;}
{\f445\fbidi \fnil\fcharset161\fprq2 Lucida Grande Greek;}{\f446\fbidi \fnil\fcharset162\fprq2 Lucida Grande Tur;}{\f447\fbidi \fnil\fcharset177\fprq2 Lucida Grande (Hebrew);}{\f449\fbidi \fnil\fcharset186\fprq2 Lucida Grande Baltic;}
{\f450\fbidi \fnil\fcharset163\fprq2 Lucida Grande (Vietnamese);}{\f454\fbidi \fmodern\fcharset0\fprq1 @MS Mincho Western;}{\f452\fbidi \fmodern\fcharset238\fprq1 @MS Mincho CE;}{\f453\fbidi \fmodern\fcharset204\fprq1 @MS Mincho Cyr;}
{\f455\fbidi \fmodern\fcharset161\fprq1 @MS Mincho Greek;}{\f456\fbidi \fmodern\fcharset162\fprq1 @MS Mincho Tur;}{\f459\fbidi \fmodern\fcharset186\fprq1 @MS Mincho Baltic;}{\flomajor\f31508\fbidi \froman\fcharset238\fprq2 Times New Roman CE;}
{\flomajor\f31509\fbidi \froman\fcharset204\fprq2 Times New Roman Cyr;}{\flomajor\f31511\fbidi \froman\fcharset161\fprq2 Times New Roman Greek;}{\flomajor\f31512\fbidi \froman\fcharset162\fprq2 Times New Roman Tur;}
{\flomajor\f31513\fbidi \froman\fcharset177\fprq2 Times New Roman (Hebrew);}{\flomajor\f31514\fbidi \froman\fcharset178\fprq2 Times New Roman (Arabic);}{\flomajor\f31515\fbidi \froman\fcharset186\fprq2 Times New Roman Baltic;}
{\flomajor\f31516\fbidi \froman\fcharset163\fprq2 Times New Roman (Vietnamese);}{\fdbmajor\f31520\fbidi \fmodern\fcharset0\fprq1 MS Gothic Western{\*\falt \'82\'6c\'82\'72 \'83\'53\'83\'56\'83\'62\'83\'4e};}
{\fdbmajor\f31518\fbidi \fmodern\fcharset238\fprq1 MS Gothic CE{\*\falt \'82\'6c\'82\'72 \'83\'53\'83\'56\'83\'62\'83\'4e};}{\fdbmajor\f31519\fbidi \fmodern\fcharset204\fprq1 MS Gothic Cyr{\*\falt \'82\'6c\'82\'72 \'83\'53\'83\'56\'83\'62\'83\'4e};}
{\fdbmajor\f31521\fbidi \fmodern\fcharset161\fprq1 MS Gothic Greek{\*\falt \'82\'6c\'82\'72 \'83\'53\'83\'56\'83\'62\'83\'4e};}{\fdbmajor\f31522\fbidi \fmodern\fcharset162\fprq1 MS Gothic Tur{\*\falt \'82\'6c\'82\'72 \'83\'53\'83\'56\'83\'62\'83\'4e};}
{\fdbmajor\f31525\fbidi \fmodern\fcharset186\fprq1 MS Gothic Baltic{\*\falt \'82\'6c\'82\'72 \'83\'53\'83\'56\'83\'62\'83\'4e};}{\fhimajor\f31528\fbidi \fswiss\fcharset238\fprq2 Calibri CE;}{\fhimajor\f31529\fbidi \fswiss\fcharset204\fprq2 Calibri Cyr;}
{\fhimajor\f31531\fbidi \fswiss\fcharset161\fprq2 Calibri Greek;}{\fhimajor\f31532\fbidi \fswiss\fcharset162\fprq2 Calibri Tur;}{\fhimajor\f31535\fbidi \fswiss\fcharset186\fprq2 Calibri Baltic;}
{\fhimajor\f31536\fbidi \fswiss\fcharset163\fprq2 Calibri (Vietnamese);}{\fbimajor\f31538\fbidi \froman\fcharset238\fprq2 Times New Roman CE;}{\fbimajor\f31539\fbidi \froman\fcharset204\fprq2 Times New Roman Cyr;}
{\fbimajor\f31541\fbidi \froman\fcharset161\fprq2 Times New Roman Greek;}{\fbimajor\f31542\fbidi \froman\fcharset162\fprq2 Times New Roman Tur;}{\fbimajor\f31543\fbidi \froman\fcharset177\fprq2 Times New Roman (Hebrew);}
{\fbimajor\f31544\fbidi \froman\fcharset178\fprq2 Times New Roman (Arabic);}{\fbimajor\f31545\fbidi \froman\fcharset186\fprq2 Times New Roman Baltic;}{\fbimajor\f31546\fbidi \froman\fcharset163\fprq2 Times New Roman (Vietnamese);}
{\flominor\f31548\fbidi \froman\fcharset238\fprq2 Times New Roman CE;}{\flominor\f31549\fbidi \froman\fcharset204\fprq2 Times New Roman Cyr;}{\flominor\f31551\fbidi \froman\fcharset161\fprq2 Times New Roman Greek;}
{\flominor\f31552\fbidi \froman\fcharset162\fprq2 Times New Roman Tur;}{\flominor\f31553\fbidi \froman\fcharset177\fprq2 Times New Roman (Hebrew);}{\flominor\f31554\fbidi \froman\fcharset178\fprq2 Times New Roman (Arabic);}
{\flominor\f31555\fbidi \froman\fcharset186\fprq2 Times New Roman Baltic;}{\flominor\f31556\fbidi \froman\fcharset163\fprq2 Times New Roman (Vietnamese);}
{\fdbminor\f31560\fbidi \fmodern\fcharset0\fprq1 MS Mincho Western{\*\falt \'82\'6c\'82\'72 \'96\'be\'92\'a9};}{\fdbminor\f31558\fbidi \fmodern\fcharset238\fprq1 MS Mincho CE{\*\falt \'82\'6c\'82\'72 \'96\'be\'92\'a9};}
{\fdbminor\f31559\fbidi \fmodern\fcharset204\fprq1 MS Mincho Cyr{\*\falt \'82\'6c\'82\'72 \'96\'be\'92\'a9};}{\fdbminor\f31561\fbidi \fmodern\fcharset161\fprq1 MS Mincho Greek{\*\falt \'82\'6c\'82\'72 \'96\'be\'92\'a9};}
{\fdbminor\f31562\fbidi \fmodern\fcharset162\fprq1 MS Mincho Tur{\*\falt \'82\'6c\'82\'72 \'96\'be\'92\'a9};}{\fdbminor\f31565\fbidi \fmodern\fcharset186\fprq1 MS Mincho Baltic{\*\falt \'82\'6c\'82\'72 \'96\'be\'92\'a9};}
{\fhiminor\f31568\fbidi \froman\fcharset238\fprq2 Cambria CE;}{\fhiminor\f31569\fbidi \froman\fcharset204\fprq2 Cambria Cyr;}{\fhiminor\f31571\fbidi \froman\fcharset161\fprq2 Cambria Greek;}{\fhiminor\f31572\fbidi \froman\fcharset162\fprq2 Cambria Tur;}
{\fhiminor\f31575\fbidi \froman\fcharset186\fprq2 Cambria Baltic;}{\fhiminor\f31576\fbidi \froman\fcharset163\fprq2 Cambria (Vietnamese);}{\fbiminor\f31578\fbidi \froman\fcharset238\fprq2 Times New Roman CE;}
{\fbiminor\f31579\fbidi \froman\fcharset204\fprq2 Times New Roman Cyr;}{\fbiminor\f31581\fbidi \froman\fcharset161\fprq2 Times New Roman Greek;}{\fbiminor\f31582\fbidi \froman\fcharset162\fprq2 Times New Roman Tur;}
{\fbiminor\f31583\fbidi \froman\fcharset177\fprq2 Times New Roman (Hebrew);}{\fbiminor\f31584\fbidi \froman\fcharset178\fprq2 Times New Roman (Arabic);}{\fbiminor\f31585\fbidi \froman\fcharset186\fprq2 Times New Roman Baltic;}
{\fbiminor\f31586\fbidi \froman\fcharset163\fprq2 Times New Roman (Vietnamese);}}{\colortbl;\red0\green0\blue0;\red0\green0\blue255;\red0\green255\blue255;\red0\green255\blue0;\red255\green0\blue255;\red255\green0\blue0;\red255\green255\blue0;
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\fi-360\li2160\jclisttab\tx2160\lin2160 }{\listlevel\levelnfc23\levelnfcn23\leveljc0\leveljcn0\levelfollow0\levelstartat1\lvltentative\levelspace0\levelindent0{\leveltext\leveltemplateid-1731058896\'01\'95;}{\levelnumbers;}\f1\fbias0 \fi-360\li2880
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{\info{\author Christina Vrachnos}{\operator JSwartz}{\creatim\yr2013\mo2\dy4\hr10\min52}{\revtim\yr2013\mo2\dy4\hr10\min52}{\printim\yr2013\mo1\dy17\hr11\min39}{\version2}{\edmins0}{\nofpages5}{\nofwords1794}{\nofchars10230}{\*\company Microsoft}
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\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\cf18\insrsid15408021 
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\par {\listtext\pard\plain\ltrpar \s15 \rtlch\fcs1 \af0\afs20 \ltrch\fcs0 \f39\fs20\lang2057\langfe1033\langnp2057\insrsid10432050 \hich\af39\dbch\af11\loch\f39 I.\tab}}\pard\plain \ltrpar
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\fs20\lang2057\langfe1033\loch\af39\hich\af39\dbch\af11\cgrid\langnp2057\langfenp1033 {\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid10432050 \hich\af39\dbch\af11\loch\f39 Introduction
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Consumer Behavior 
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Creating Influence}{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid9654335 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid10432050 
\par {\listtext\pard\plain\ltrpar \s15 \rtlch\fcs1 \af0\afs20 \ltrch\fcs0 \f39\fs20\lang2057\langfe1033\langnp2057\insrsid10432050 \hich\af39\dbch\af11\loch\f39 VI.\tab}\hich\af39\dbch\af11\loch\f39 Influencers & Revenue}{\rtlch\fcs1 \af0 \ltrch\fcs0 
\insrsid9654335 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid10432050 
\par {\listtext\pard\plain\ltrpar \s15 \rtlch\fcs1 \af0\afs20 \ltrch\fcs0 \f39\fs20\lang2057\langfe1033\langnp2057\insrsid10432050 \hich\af39\dbch\af11\loch\f39 VII.\tab}\hich\af39\dbch\af11\loch\f39 Influencers & Brand}{\rtlch\fcs1 \af0 \ltrch\fcs0 
\insrsid8523933 \hich\af39\dbch\af11\loch\f39 s}{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid9654335 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid10432050 
\par {\listtext\pard\plain\ltrpar \s15 \rtlch\fcs1 \af0\afs20 \ltrch\fcs0 \f39\fs20\lang2057\langfe1033\langnp2057\insrsid10432050 \hich\af39\dbch\af11\loch\f39 VIII.\tab}\hich\af39\dbch\af11\loch\f39 Influencers & Brands \hich\f39 \endash \loch\f39  }{
\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid10432050\charrsid14688046 \hich\af39\dbch\af11\loch\f39 Still}{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid10432050 \hich\af39\dbch\af11\loch\f39  Evolving}{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid9654335 
\hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid10432050 
\par {\listtext\pard\plain\ltrpar \s15 \rtlch\fcs1 \af0\afs20 \ltrch\fcs0 \f39\fs20\lang2057\langfe1033\langnp2057\insrsid10432050 \hich\af39\dbch\af11\loch\f39 IX.\tab}\hich\af39\dbch\af11\loch\f39 Conclusion}{\rtlch\fcs1 \af0 \ltrch\fcs0 
\insrsid10432050\charrsid8924164 
\par }\pard\plain \ltrpar\ql \li0\ri0\nowidctlpar\wrapdefault\faauto\rin0\lin0\itap0\pararsid10423101 \rtlch\fcs1 \af0\afs24\alang1025 \ltrch\fcs0 \fs24\lang1033\langfe1033\loch\af36\hich\af36\dbch\af11\cgrid\langnp1033\langfenp1033 {\rtlch\fcs1 \af1 
\ltrch\fcs0 \b\f39\cf18\insrsid10432050 
\par \hich\af39\dbch\af11\loch\f39 I. }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\cf18\insrsid10423101\charrsid15408021 \hich\af39\dbch\af11\loch\f39 Intro}{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\cf18\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
duction}{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\cf18\insrsid10423101\charrsid15408021 
\par }\pard \ltrpar\ql \li0\ri0\nowidctlpar\wrapdefault\faauto\rin0\lin0\itap0\pararsid4087564 {\rtlch\fcs1 \af39\afs20 \ltrch\fcs0 \f39\cf18\chshdng0\chcfpat0\chcbpat8\insrsid4087564\charrsid4087564 \hich\af39\dbch\af11\loch\f39 
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/}{\rtlch\fcs1 
\af39\afs20 \ltrch\fcs0 \f39\cf18\chshdng0\chcfpat0\chcbpat8\insrsid13511314\charrsid13511314 \hich\af39\dbch\af11\loch\f39 month}{\rtlch\fcs1 \af1 \ltrch\fcs0 \cs22\f39\cf18\super\insrsid13511314 \chftn {\footnote \ltrpar \pard\plain \ltrpar
\s20\ql \li0\ri0\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid13511314 \rtlch\fcs1 \af0\afs24\alang1025 \ltrch\fcs0 \fs24\lang1033\langfe1033\loch\af36\hich\af36\dbch\af11\cgrid\langnp1033\langfenp1033 {\rtlch\fcs1 
\af0 \ltrch\fcs0 \cs22\super\insrsid13511314 \chftn }{\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid13511314 \hich\af36\dbch\af11\loch\f36  comScore, December 2012}}}{\rtlch\fcs1 \af39\afs20 \ltrch\fcs0 
\f39\cf18\chshdng0\chcfpat0\chcbpat8\insrsid13511314\charrsid13511314 ,}{\rtlch\fcs1 \af39\afs20 \ltrch\fcs0 \cs23\f39\cf18\chshdng0\chcfpat0\chcbpat8\insrsid13511314\charrsid13511314 \~}{\rtlch\fcs1 \af39\afs20 \ltrch\fcs0 
\cs23\f39\cf18\chshdng0\chcfpat0\chcbpat8\insrsid4087564\charrsid4087564 \hich\af39\dbch\af11\loch\f39 sit in \hich\af39\dbch\af11\loch\f39 
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.
\par 
\par \hich\af39\dbch\af11\loch\f39 With this in mind, we present to you our 2013 Digital Influence Report, which replaces our hi\hich\af39\dbch\af11\loch\f39 storical State of the Blogosphere and expands the concept of all things social.  We hope you\hich\f39 
\rquote \loch\f39 ll benefit from the valuable insights culled from surveys that included over 6,000 influencers, 1,200 consumers and 150 top brand marketers.}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4087564\charrsid15408021 
\par }\pard \ltrpar\ql \li0\ri0\nowidctlpar\wrapdefault\faauto\rin0\lin0\itap0\pararsid10423101 {\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid6502226\charrsid15408021 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid10423101\charrsid15408021 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\cf18\insrsid10432050 \hich\af39\dbch\af11\loch\f39 II. }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\cf18\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 Exec}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\b\f39\cf18\insrsid15408021 \hich\af39\dbch\af11\loch\f39 utive}{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\cf18\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  Summary}{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\cf18\insrsid5455795\charrsid15408021 

\par }\pard \ltrpar\ql \li0\ri0\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid4476541 {\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid14048832 \hich\af39\dbch\af11\loch\f39 Sixty percent}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39  of b}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39 rand marketers }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid2429771 
\hich\af39\dbch\af11\loch\f39 predict an}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39 average }{\rtlch\fcs1 
\af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39 increase }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39 of 40}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid14048832 
\hich\af39\dbch\af11\loch\f39  percent}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39 in social spend }{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid2429771 \hich\af39\dbch\af11\loch\f39 for 2013}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 .}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid2429771 \hich\af39\dbch\af11\loch\f39  }{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39 Currently the}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39  bulk of }{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid2429771 \hich\af39\dbch\af11\loch\f39 brands\hich\f39 \rquote \loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39 overall }{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39 digital }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39 spend}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906\charrsid15408021 
\hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39 goes}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid2429771 \hich\af39\dbch\af11\loch\f39  to}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39  display advertising, search and video, with spending on social, including influencer o\hich\af39\dbch\af11\loch\f39 utreach, making up only 10 percent of }{\rtlch\fcs1 \af1 
\ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39 their total digital }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39 spend. }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 
\hich\af39\dbch\af11\loch\f39 Within their social budget}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39 , more than half goes to Facebook, followed by YouTube and Twitter, }{\rtlch\fcs1 \af1 
\ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39 with the remaining 11}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid14048832 \hich\af39\dbch\af11\loch\f39 percent}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid10234001 
\hich\af39\dbch\af11\loch\f39  of their social spend}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid10234001 \hich\af39\dbch\af11\loch\f39 going to}{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39  blogs and influencers.
\par }\pard \ltrpar\ql \li0\ri0\nowidctlpar\wrapdefault\faauto\rin0\lin0\itap0\pararsid4476541 {\rtlch\fcs1 \ab\af1 \ltrch\fcs0 \b\f39\cf18\insrsid4476541\charrsid15408021 
\par }\pard \ltrpar\ql \li0\ri0\nowidctlpar\wrapdefault\faauto\rin0\lin0\itap0\pararsid15026468 {\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39 Though blogs \hich\af39\dbch\af11\loch\f39 and influencers don\hich\f39 \rquote 
\loch\f39 t get a large portion of brands}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid15217636 \loch\af39\dbch\af11\hich\f39 \rquote }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39  digital spend}{\rtlch\fcs1 \af1 
\ltrch\fcs0 \f39\cf18\insrsid12205624 ,}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39  they rank high with consumers for trust, popularity and influence. }{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid13132784\charrsid15408021 \hich\af39\dbch\af11\loch\f39 W}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid13132784 \hich\af39\dbch\af11\loch\f39 hen making overall purchase}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid13132784\charrsid15408021 \hich\af39\dbch\af11\loch\f39  decisions, }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid14048832 \hich\af39\dbch\af11\loch\f39 for consumers, }{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid13132784\charrsid15408021 \hich\af39\dbch\af11\loch\f39 blogs trail only behind retail and brand sites}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 .}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906\charrsid15408021 
\hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39 With regard to}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid13132784\charrsid15408021 \hich\af39\dbch\af11\loch\f39  ove
\hich\af39\dbch\af11\loch\f39 rall sources for information on the internet, }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39 blogs }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid13132784\charrsid15408021 
\hich\af39\dbch\af11\loch\f39 rank among the top five }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid14048832 \loch\af39\dbch\af11\hich\f39 \'93}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid13132784\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
most trustworthy}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid14048832 \loch\af39\dbch\af11\hich\f39 \'94}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39  sources}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid13132784\charrsid15408021 .}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid2429771 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid9195078 \hich\af39\dbch\af11\loch\f39  A}{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 
\f39\cf18\insrsid16598806 \hich\af39\dbch\af11\loch\f39 s an example}{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 \f39\cf18\insrsid13132784 ,}{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 \f39\cf18\insrsid16598806 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 
\f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39 according to consumers}{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 \f39\cf18\insrsid12205624 ,}{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 \f39\cf18\insrsid878906 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \ab\af1 
\ltrch\fcs0 \f39\cf18\insrsid2429771 \hich\af39\dbch\af11\loch\f39 blogs }{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 \f39\cf18\insrsid15620615\charrsid15408021 \hich\af39\dbch\af11\loch\f39 are more influential in shaping opinion}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39  tha}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid15620615\charrsid15408021 \hich\af39\dbch\af11\loch\f39 n Twitter}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid12205624 ,}{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid15620615\charrsid15408021 \hich\af39\dbch\af11\loch\f39  and }{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 \f39\cf18\insrsid15620615\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
when it comes to affecting purchase decisions, \hich\af39\dbch\af11\loch\f39 more important than Facebook}{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 \f39\cf18\insrsid16598806 \hich\af39\dbch\af11\loch\f39 .  }{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 
\f39\cf18\insrsid2429771 
\par 
\par }\pard \ltrpar\ql \li0\ri0\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid938096 {\rtlch\fcs1 \ab\af1 \ltrch\fcs0 \f39\cf18\insrsid2429771 \hich\af39\dbch\af11\loch\f39 In short, w}{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 
\f39\cf18\insrsid2429771\charrsid15408021 \hich\af39\dbch\af11\loch\f39 here brands are spending is not fully aligned with how and where }{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 \f39\cf18\insrsid2429771 \hich\af39\dbch\af11\loch\f39 consumers }{\rtlch\fcs1 
\ab\af1 \ltrch\fcs0 \f39\cf18\insrsid2429771\charrsid15408021 \hich\af39\dbch\af11\loch\f39 are seeing value}{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 \f39\cf18\insrsid2429771 \hich\af39\dbch\af11\loch\f39  and being influenced}{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 
\f39\cf18\insrsid2429771\charrsid15408021 .}{\rtlch\fcs1 \ab\af1 \ltrch\fcs0 \f39\cf18\insrsid2429771 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid15026468\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
This has much to do with an essential hurdle faced by }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid16598806 \hich\af39\dbch\af11\loch\f39 most }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid15026468\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
content creators}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid11945687\charrsid15408021 \hich\af39\dbch\af11\loch\f39 : a lack of metrics and\hich\af39\dbch\af11\loch\f39  the fragmentation that leads to their complexity as a purchasable medium.}{
\rtlch\fcs1 \ab\af1 \ltrch\fcs0 \f39\cf18\insrsid11945687\charrsid196865 
\par }\pard \ltrpar\ql \li0\ri0\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid2843686 {\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid13132784 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid16598806 \hich\af39\dbch\af11\loch\f39 This report also detail}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid12007227 \hich\af39\dbch\af11\loch\f39 s}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid16598806 
\hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid14681963\charrsid15408021 \hich\af39\dbch\af11\loch\f39 how different soci}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 
\hich\af39\dbch\af11\loch\f39 al platforms }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid16598806 \hich\af39\dbch\af11\loch\f39 stack up against each other}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 
\hich\af39\dbch\af11\loch\f39 . }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid13132784 \hich\af39\dbch\af11\loch\f39 Y}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39 ou\hich\f39 \rquote \loch\f39 
ll }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid9195078 \hich\af39\dbch\af11\loch\f39 see}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid14681963\charrsid15408021 \hich\af39\dbch\af11\loch\f39  that i}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid4660253\charrsid15408021 \hich\af39\dbch\af11\loch\f39 nfluencers ranked page views above all other metrics}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid12007227 \hich\af39\dbch\af11\loch\f39  when focusing on their ow
\hich\af39\dbch\af11\loch\f39 n key metrics}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4660253\charrsid15408021 \hich\af39\dbch\af11\loch\f39 , while }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid2843686\charrsid15408021 
\hich\af39\dbch\af11\loch\f39 Google Analytics is}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4660253\charrsid15408021 \hich\af39\dbch\af11\loch\f39  the}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid2843686\charrsid15408021 
\hich\af39\dbch\af11\loch\f39  leader among }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4660253\charrsid15408021 \hich\af39\dbch\af11\loch\f39 tracking tools.  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid16598806 \hich\af39\dbch\af11\loch\f39 B}{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid2843686\charrsid15408021 \hich\af39\dbch\af11\loch\f39 rands had differen}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid14681963\charrsid15408021 \hich\af39\dbch\af11\loch\f39 t top}{\rtlch\fcs1 \af1 
\ltrch\fcs0 \f39\cf18\insrsid15026468\charrsid15408021 \hich\af39\dbch\af11\loch\f39  metrics}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid14681963\charrsid15408021 \hich\af39\dbch\af11\loch\f39  for}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid16598806 \hich\af39\dbch\af11\loch\f39  identifying and selecting}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid14681963\charrsid15408021 \hich\af39\dbch\af11\loch\f39  influencers}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid15026468\charrsid15408021 \hich\af39\dbch\af11\loch\f39 , with }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid12205624 \hich\af39\dbch\af11\loch\f39 c}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid15026468\charrsid15408021 
\hich\af39\dbch\af11\loch\f39 om}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid13132784 \hich\af39\dbch\af11\loch\f39 S}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid15026468\charrsid15408021 \hich\af39\dbch\af11\loch\f39 core/N}{\rtlch\fcs1 \af1 
\ltrch\fcs0 \f39\cf18\insrsid2843686\charrsid15408021 \hich\af39\dbch\af11\loch\f39 ielsen ranking}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39  first}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid2843686\charrsid15408021 \hich\af39\dbch\af11\loch\f39 , closely followed by number of Twit}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid14171659\charrsid15408021 \hich\af39\dbch\af11\loch\f39 ter followers, F}{\rtlch\fcs1 \af1 
\ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39 acebook friends, \hich\af39\dbch\af11\loch\f39 and}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid2843686\charrsid15408021 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 
\af1 \ltrch\fcs0 \f39\cf18\insrsid16598806 \hich\af39\dbch\af11\loch\f39 the influencer\hich\f39 \rquote \loch\f39 s }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid2843686\charrsid15408021 \hich\af39\dbch\af11\loch\f39 potential to draw likes.}{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid13132784 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid9195078 \hich\af39\dbch\af11\loch\f39 It is important to note here, however, that d}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid13132784 \hich\af39\dbch\af11\loch\f39 ue to their }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid12007227 \hich\af39\dbch\af11\loch\f39 niche }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid13132784 \hich\af39\dbch\af11\loch\f39 
size, influencers }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid12007227 \hich\af39\dbch\af11\loch\f39 are not well represented}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid13132784 \hich\af39\dbch\af11\loch\f39  in }{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid12205624 \hich\af39\dbch\af11\loch\f39 c}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid13132784 \hich\af39\dbch\af11\loch\f39 omScore}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid12007227 \hich\af39\dbch\af11\loch\f39 /Nielsen}{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid13132784 \hich\af39\dbch\af11\loch\f39 , }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid3947139 \hich\af39\dbch\af11\loch\f39 further underscorin}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid3420516 
\hich\af39\dbch\af11\loch\f39 g the}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid9195078 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid3947139 \hich\af39\dbch\af11\loch\f39 disconnect between }{\rtlch\fcs1 \af1 
\ltrch\fcs0 \f39\cf18\insrsid6948761\charrsid3947139 \hich\af39\dbch\af11\loch\f39 influencer desirability and }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid3947139 \hich\af39\dbch\af11\loch\f39 an }{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid6948761\charrsid3947139 \hich\af39\dbch\af11\loch\f39 ability \hich\af39\dbch\af11\loch\f39 to effectively find them at scale.}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid2843686\charrsid15408021 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid8659375\charrsid15408021 
\par }\pard \ltrpar\ql \li0\ri0\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid10423101 {\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid3947139 \hich\af39\dbch\af11\loch\f39 According to}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid4352843\charrsid15408021 \hich\af39\dbch\af11\loch\f39  brand}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid3947139 \hich\af39\dbch\af11\loch\f39  marketers}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4352843\charrsid15408021 
\hich\af39\dbch\af11\loch\f39 , when}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid8659375\charrsid15408021 \hich\af39\dbch\af11\loch\f39  metrics from their earned media goals }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4352843\charrsid15408021 
\hich\af39\dbch\af11\loch\f39 are ranked, F}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid8659375\charrsid15408021 \hich\af39\dbch\af11\loch\f39 acebook likes, traffic to their }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4352843\charrsid15408021 
\hich\af39\dbch\af11\loch\f39 website, Facebook fans, }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4476541\charrsid15408021 \hich\af39\dbch\af11\loch\f39 and }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4352843\charrsid15408021 
\hich\af39\dbch\af11\loch\f39 T}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid8659375\charrsid15408021 \hich\af39\dbch\af11\loch\f39 witter followers }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4352843\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
are the main contenders \hich\f39 \endash }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid14171659\charrsid15408021 \hich\af39\dbch\af11\loch\f39  a}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4352843\charrsid15408021 \hich\af39\dbch\af11\loch\f39  }{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\lang2057\langfe1033\langnp2057\insrsid4352843\charrsid15408021 \hich\af39\dbch\af11\loch\f39 reversal }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4352843\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
from influencers, w\hich\af39\dbch\af11\loch\f39 here monitoring traffic/page views ranked }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid14048832 \hich\af39\dbch\af11\loch\f39 No. 1}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid4352843\charrsid15408021 \hich\af39\dbch\af11\loch\f39 , followed by Facebook likes.}{\rtlch\fcs1 \af0 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 
\par }\pard \ltrpar\ql \li0\ri0\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid15408021 {\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid8924164 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid10432050 \hich\af39\dbch\af11\loch\f39 III}{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid8924164 \hich\af39\dbch\af11\loch\f39 . }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid15408021\charrsid15408021 
\hich\af39\dbch\af11\loch\f39 Brand Digital Messaging \hich\f39 \endash \loch\f39  Going Social
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 Brands\hich\f39 \rquote \loch\f39 
 digital messaging has gone social. More than 90 percent of brands surveyed for the Technorati Media Digital Influence Report stated }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid16598806 \hich\af39\dbch\af11\loch\f39 they have a}{\rtlch\fcs1 \af1 
\ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  presence on Facebook. It\hich\f39 \rquote \loch\f39 s nearly as high for Twitter (85%) and YouTube (73%). Google+}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid16598806 
\hich\af39\dbch\af11\loch\f39  wasn\hich\f39 \rquote \loch\f39 t as popular\hich\af39\dbch\af11\loch\f39  with brands, with only }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
26 percent of brand managers reporting a presence on that }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid16598806 \hich\af39\dbch\af11\loch\f39 service}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 .
\par 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid16598806 \hich\af39\dbch\af11\loch\f39 We see that brands}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
 are spending the largest parts (nearly 75 percent) of their digital budget on display advertising, search and producing video. Spending on social\hich\af39\dbch\af11\loch\f39 , including influencer outreach, makes up only 10 percent of brands\hich\f39 
\rquote \loch\f39  digital }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid16598806 \hich\af39\dbch\af11\loch\f39 marketing}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid16598806\charrsid15408021 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 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}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid16598806 \hich\af39\dbch\af11\loch\f39  and 5}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid14048832 \hich\af39\dbch\af11\loch\f39  percent}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid16598806 \hich\af39\dbch\af11\loch\f39  adv
\hich\af39\dbch\af11\loch\f39 ertising on blogs}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 .
\par 
\par \hich\af39\dbch\af11\loch\f39 Brand managers report an expected increase in budgets for digital }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid16598806 \hich\af39\dbch\af11\loch\f39 marketing}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid16598806\charrsid15408021 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
in the upcoming year. Mobile spend is expected to increase for 79 percent of brands surveyed, while social and video }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid16598806 \hich\af39\dbch\af11\loch\f39 tie at }{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 59 percent of brands expected to spe\hich\af39\dbch\af11\loch\f39 nd }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid16598806 \hich\af39\dbch\af11\loch\f39 in those }{\rtlch\fcs1 \af1 
\ltrch\fcs0 \f39\insrsid14048832 \hich\af39\dbch\af11\loch\f39 two}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid16598806 \hich\af39\dbch\af11\loch\f39  areas}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
. Of the additional budget, most of the increases are going to display advertising (73%) and search (52%). Social and mobile make up the second tier of expected increases, each category getting 37 percent of budget increases.  Only }{\rtlch\fcs1 \af1 
\ltrch\fcs0 \f39\insrsid14048832 \hich\af39\dbch\af11\loch\f39 3}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  p\hich\af39\dbch\af11\loch\f39 
ercent of brands say they expect to decrease social spending.
\par 
\par \hich\af39\dbch\af11\loch\f39 More than half of brands say they have earned media goals, and that those goals fall in the categories of Facebook likes/fans, website traffic, Twitter followers and landing page visits. In ter\hich\af39\dbch\af11\loch\f39 
ms of measuring their campaigns, brands report }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid3629939 \hich\af39\dbch\af11\loch\f39 that }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 success }{\rtlch\fcs1 
\af1 \ltrch\fcs0 \f39\insrsid3629939 \hich\af39\dbch\af11\loch\f39 is defined as increased activity and traffic on Facebook}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 , Twitter and on their websites.}
{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid6948761 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid8879002 \hich\af39\dbch\af11\loch\f39 S}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid6948761 \hich\af39\dbch\af11\loch\f39 
pend is not }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid8879002 \hich\af39\dbch\af11\loch\f39 necessarily }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid6948761 \hich\af39\dbch\af11\loch\f39 commensurate with the areas in which the consumer impact is greatest}
{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid8879002 \hich\af39\dbch\af11\loch\f39 , however}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid6948761 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid8879002 \hich\af39\dbch\af11\loch\f39 (}{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid14048832 \hich\af39\dbch\af11\loch\f39 e.g.}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid9195078 \hich\af39\dbch\af11\loch\f39  spending}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid8879002 \hich\af39\dbch\af11\loch\f39 
 on}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid9195078 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid8879002 \hich\af39\dbch\af11\loch\f39 Facebook}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid9195078 \hich\af39\dbch\af11\loch\f39 
 ads trumped spending on blogs}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid8879002 \hich\af39\dbch\af11\loch\f39 ).}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 
\par 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid3629939 \hich\af39\dbch\af11\loch\f39 Sixty-five}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid16598806\charrsid15408021 \hich\af39\dbch\af11\loch\f39  percent of brands participate }{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid16598806 \hich\af39\dbch\af11\loch\f39 in}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  influencer-based marketin}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid8879002 
\hich\af39\dbch\af11\loch\f39 g and w}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 hen it comes to selecting which influencers to work with, brands are using metrics like }{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid12205624 \hich\af39\dbch\af11\loch\f39 c}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 omScore\hich\af39\dbch\af11\loch\f39 
 and Nielsen indices, Twitter and Facebook following, and basic blog statistics.}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid6948761 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 
\par 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid10432050 \hich\af39\dbch\af11\loch\f39 IV. }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 Consumer Behavior
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid8392760 \hich\af39\dbch\af11\loch\f39 Consumer}{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  Breakdown}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\b\f39\insrsid15408021\charrsid15999040 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 When it comes to community size, 54 percent of consumers agree that the smaller the community the greater the influence. 
\par 
\par \hich\af39\dbch\af11\loch\f39 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 }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid3629939 \hich\af39\dbch\af11\loch\f39 the 
}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 third-most influential }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid6948761 \hich\af39\dbch\af11\loch\f39 digital resource}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid8879002 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 (31%) when making overall purchases, only behind retail sites (56%) and \hich\af39\dbch\af11\loch\f39 
brand sites (34%). In fact, blogs were found to be the fifth-most trustworthy source overall }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid6948761 \hich\af39\dbch\af11\loch\f39 for }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 
\hich\af39\dbch\af11\loch\f39 information on the internet.
\par 
\par }{\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf18\insrsid11408768\charrsid15235448 \hich\af39\dbch\af11\loch\f39 YouTube, Facebook and Google+ are the most popular social properties for consumers. With the big investments brands are making on
\hich\af39\dbch\af11\loch\f39  the social platforms, consumers said keeping up with }{\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf18\insrsid3629939 \hich\af39\dbch\af11\loch\f39 a}{\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf18\insrsid11408768\charrsid15235448 
\hich\af39\dbch\af11\loch\f39  company\hich\f39 \rquote \loch\f39 s activities and learning about products and services were the top reasons for following brands on Facebook, Twitter, You}{\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf18\insrsid12205624 
\hich\af39\dbch\af11\loch\f39 T}{\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf18\insrsid11408768\charrsid15235448 \hich\af39\dbch\af11\loch\f39 ube, Pinterest and Instagram. \~\~}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15235448 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid10432050 \hich\af39\dbch\af11\loch\f39 V. }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 Creating Influence
\par \hich\af39\dbch\af11\loch\f39 Influencer Bre\hich\af39\dbch\af11\loch\f39 akdown
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
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
\hich\af39\dbch\af11\loch\f39 . Most bloggers (52%) operate two to five blogs, while 43 percent run just one. Only }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid3629939 \hich\af39\dbch\af11\loch\f39 5}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  percent of bloggers operate six or more blogs.
\par 
\par \hich\af39\dbch\af11\loch\f39 The primary method for bloggers is text (86%), but photos and microblogging (like Twitter) come in a}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid3629939 \hich\af39\dbch\af11\loch\f39 t}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  38 percent and 31 percent, respectively. Only 10 percent of bloggers use video as their primary method, and less than that (4%) prefer}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid16328858 
\hich\af39\dbch\af11\loch\f39 s}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  audio.
\par 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid4981918 \hich\af39\dbch\af11\loch\f39 When it came to type of content published the most, e}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 ditorials}{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid4981918 \hich\af39\dbch\af11\loch\f39  were a clear leader among influencers}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 , either th
\hich\af39\dbch\af11\loch\f39 eir own }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid4981918 \hich\af39\dbch\af11\loch\f39 original content }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 (74%) or }{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid4981918 \hich\af39\dbch\af11\loch\f39 links to }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 others}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid4981918 
\loch\af39\dbch\af11\hich\f39 \rquote \loch\f39  articles}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  (38}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10162216 \hich\af39\dbch\af11\loch\f39 %}{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 ), mak}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid4981918 \hich\af39\dbch\af11\loch\f39 ing}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  up the majority of blogging content. Bloggers also say that other bloggers are }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid4981918 \hich\af39\dbch\af11\loch\f39 very}{\rtlch\fcs1 \af1 
\ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  influential (18%) when it comes to choosing their own content}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid4981918 \hich\af39\dbch\af11\loch\f39  to publish}{\rtlch\fcs1 \af1 
\ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 .}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10162216 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 
\par 
\par \hich\af39\dbch\af11\loch\f39 Facebook and Twitter a\hich\af39\dbch\af11\loch\f39 re the }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid938096 \hich\af39\dbch\af11\loch\f39 most popular}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 
\hich\af39\dbch\af11\loch\f39  social platforms for bloggers}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid938096 \hich\af39\dbch\af11\loch\f39 , }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
which are the same platforms that generate the majority of blog referrals and shares. Facebook and Twitter are also the }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid3629939 \hich\af39\dbch\af11\loch\f39 top }{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 platforms }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid938096 \hich\af39\dbch\af11\loch\f39 from which}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 
\hich\af39\dbch\af11\loch\f39  bloggers}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid938096 \hich\af39\dbch\af11\loch\f39  are generating revenue.}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 
\par 
\par \hich\af39\dbch\af11\loch\f39 When it comes to }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10234001\charrsid15408021 \hich\af39\dbch\af11\loch\f39 measur}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10234001 \hich\af39\dbch\af11\loch\f39 ing
\hich\af39\dbch\af11\loch\f39  their}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10234001\charrsid15408021 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
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}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10234001 .}{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 
\par 
\par \hich\af39\dbch\af11\loch\f39 When it comes to sizing up their peers, Facebook like\hich\af39\dbch\af11\loch\f39 s and Twitter followers have the attention of influencers.
\par 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid10432050 \hich\af39\dbch\af11\loch\f39 VI. }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 Influencers & Revenue
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 Nearly two-thirds of influencers say they make money from blogging, but more than 80 percent say it\hich\f39 \rquote \loch\f39 
s less than $10,000 per year. Only 11 percent of bloggers report makin\hich\af39\dbch\af11\loch\f39 g more than $30,000 per year. Most bloggers reported income was a result of advertising (61% banner, 51% text)}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid3629939 .}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10234001 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
Affiliate programs (41%), sponsored content (24%), sponsored product reviews (19%).
\par 
\par \hich\af39\dbch\af11\loch\f39 Nearly half of influencers report }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid7736277 \hich\af39\dbch\af11\loch\f39 having been paid }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 
\hich\af39\dbch\af11\loch\f39 for a sponsored post or article, while }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10234001 \hich\af39\dbch\af11\loch\f39 e}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10234001\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
commerce}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 , affiliate links, banner}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10234001 \hich\af39\dbch\af11\loch\f39 s,}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  text ads, brand-sponsored content and product reviews are all listed among }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid3016005 \hich\af39\dbch\af11\loch\f39 desired }{\rtlch\fcs1 \af1 
\ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 revenue }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid3016005 \hich\af39\dbch\af11\loch\f39 methods by influencers}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 . }{\rtlch\fcs1 \af0 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 Interstitials (full-page ads that appear after a user clicks on a
\hich\af39\dbch\af11\loch\f39  link, but before the user gets to the content) and roadblocks are among revenue }{\rtlch\fcs1 \af0 \ltrch\fcs0 \f39\insrsid3016005 \hich\af39\dbch\af11\loch\f39 opportunities}{\rtlch\fcs1 \af0 \ltrch\fcs0 
\f39\insrsid3016005\charrsid15408021 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af0 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 in which influencers are the least willing to participate.}{\rtlch\fcs1 \af0 
\ltrch\fcs0 \f39\insrsid7736277 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid15408021\charrsid12532150 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid10432050 \hich\af39\dbch\af11\loch\f39 VII. }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 Influ}{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid8924164 
\hich\af39\dbch\af11\loch\f39 encers & Brands}{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid15408021\charrsid15408021 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 Many influencers are following brands on Facebook (47%) and Twitter (38%) \hich\af39\dbch\af11\loch\f39 
because they want to keep up with brand activities and to learn about products and services. Fewer influencers are following brands on YouTube (17%), Pinterest (11%) and Instagram (7%), but the reasons for doing so are}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid1055560 ,}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  by and large}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid1055560 ,}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 
\hich\af39\dbch\af11\loch\f39  the same.
\par 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10162216 \hich\af39\dbch\af11\loch\f39 Across all \hich\af39\dbch\af11\loch\f39 influencer types, }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid3629939 \hich\af39\dbch\af11\loch\f39 most }{\rtlch\fcs1 \af1 
\ltrch\fcs0 \f39\insrsid2429771 \hich\af39\dbch\af11\loch\f39 i}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 nfluencers}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid3629939 \hich\af39\dbch\af11\loch\f39 
 (70%)}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10162216 \hich\af39\dbch\af11\loch\f39 on average receive just under}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  10 opportunities }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10162216 \hich\af39\dbch\af11\loch\f39 to work with brands }{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 a week}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10162216 \hich\af39\dbch\af11\loch\f39 .  O}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 
\hich\af39\dbch\af11\loch\f39 ne of the top reasons }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10162216 \hich\af39\dbch\af11\loch\f39 influencers}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10162216\charrsid15408021 \hich\af39\dbch\af11\loch\f39  }{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 would work with a brand is because they have access to an audience the brand would want to reach (61%). Other top factors include influencers\hich\f39 
\rquote \loch\f39  affinity to the brand (68%), the campaign type (61%) and the category of the product being pitched (60%). Influe\hich\af39\dbch\af11\loch\f39 n\hich\af39\dbch\af11\loch\f39 cers say that most of their branding opportunities }{
\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid10162216 \hich\af39\dbch\af11\loch\f39 come }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 from the PR agencies }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid938096 
\hich\af39\dbch\af11\loch\f39 that}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39  have reached out to them (37%).
\par 
\par \hich\af39\dbch\af11\loch\f39 Influencers most prefer receiving a first look or review opportunities for new products, features or releases when presented with branding op\hich\af39\dbch\af11\loch\f39 
portunities as well as being paid to create custom content. Also high on the scale are prizes and samples to give away to their audience.
\par 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid10432050 \hich\af39\dbch\af11\loch\f39 VIII. }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 Influ}{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid8924164 
\hich\af39\dbch\af11\loch\f39 encer/Brands \hich\f39 \endash \loch\f39  Still Evolving}{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid15408021 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 Influencers report that unsuccessful branding opportunities are most often \hich\af39\dbch\af11\loch\f39 caused by irrele}{\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\insrsid7489965 \hich\af39\dbch\af11\loch\f39 vant pitches and expectations on}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15408021\charrsid15408021 \hich\af39\dbch\af11\loch\f39 
 their time. Influencers also report that those opportunities sometimes don\hich\f39 \rquote \loch\f39 t represent a relevancy to their blog or audience.
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid3545347 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid15999040 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid3545347\charrsid3545347 \hich\af39\dbch\af11\loch\f39 IX. CONCLUSION}{\rtlch\fcs1 \af1 \ltrch\fcs0 \b\f39\insrsid6969683\charrsid3545347 
\par }\pard\plain \ltrpar\s15\ql \li1800\ri0\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin1800\itap0\pararsid9308419\contextualspace \rtlch\fcs1 \af0\afs20\alang1025 \ltrch\fcs0 
\fs20\lang2057\langfe1033\loch\af39\hich\af39\dbch\af11\cgrid\langnp2057\langfenp1033 {\rtlch\fcs1 \af1\afs24 \ltrch\fcs0 \fs24\cf18\insrsid9308419\charrsid3545347 
\par }\pard\plain \ltrpar\ql \li0\ri0\sa240\nowidctlpar\wrapdefault\faauto\rin0\lin0\itap0\pararsid3545347 \rtlch\fcs1 \af0\afs24\alang1025 \ltrch\fcs0 \fs24\lang1033\langfe1033\loch\af36\hich\af36\dbch\af11\cgrid\langnp1033\langfenp1033 {\rtlch\fcs1 \af39 
\ltrch\fcs0 \f39\cf19\insrsid3545347\charrsid15235448 \hich\af39\dbch\af11\loch\f39 According to brand marketers, social spend in 2013 will increase substantially. Despite this increase, however, spending on social makes up only one-tenth of brands
\hich\f39 \rquote \loch\f39  total digital budget. On the flip side, blogs still are one of the most influential mediu\hich\af39\dbch\af11\loch\f39 m\hich\af39\dbch\af11\loch\f39 s,}{\rtlch\fcs1 \ab\af39 \ltrch\fcs0 
\b\f39\cf19\insrsid3545347\charrsid15235448 \hich\af39\dbch\af11\loch\f39  }{\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf19\insrsid3545347\charrsid15235448 \hich\af39\dbch\af11\loch\f39 ranking high with consumers for trust}{\rtlch\fcs1 \af39 \ltrch\fcs0 
\f39\cf19\insrsid7502710 \hich\af39\dbch\af11\loch\f39 , popularity and influence. The}{\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf19\insrsid3545347\charrsid15235448 \hich\af39\dbch\af11\loch\f39 
 disconnect between brand marketers and influencers is a result of a challenge they both face}{\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf19\insrsid6767944 \hich\af39\dbch\af11\loch\f39  \hich\f39 \endash \loch\f39  }{\rtlch\fcs1 \af39 \ltrch\fcs0 
\f39\cf19\insrsid3545347\charrsid15235448 \hich\af39\dbch\af11\loch\f39 a lack of uniform metrics to effectively measure the success of influencer marketing camp\hich\af39\dbch\af11\loch\f39 aigns.\~
At present, brands primarily look to comScore/Nielsen ranking for identifying and selecting influencers first, yet influencers are not well represented in these indices.\~Furthermore, when gauging the success of campaigns, where influencers are moni
\hich\af39\dbch\af11\loch\f39 t\hich\af39\dbch\af11\loch\f39 oring traffic/page views, brand marketers are measuring Facebook likes.\~}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f1\cf18\insrsid3545347\charrsid15235448 
\par }\pard \ltrpar\ql \li0\ri0\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid3545347 {\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf19\insrsid3545347\charrsid15235448 \hich\af39\dbch\af11\loch\f39 Looking at social platforms, }{
\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf18\insrsid3545347\charrsid15235448 \hich\af39\dbch\af11\loch\f39 
Facebook and Twitter are the most popular social platforms for bloggers, which are the platforms that generate the majority of blog referrals and shares, \hich\af39\dbch\af11\loch\f39 
as well as those from which bloggers are generating revenue. For consumers, }{\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf19\insrsid3545347\charrsid15235448 \hich\af39\dbch\af11\loch\f39 YouTube, Facebook and Google+ are the most popular platforms. }{
\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf19\insrsid3629939 \hich\af39\dbch\af11\loch\f39 As f}{\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf19\insrsid3545347\charrsid15235448 \hich\af39\dbch\af11\loch\f39 or brands, }{\rtlch\fcs1 \af39 \ltrch\fcs0 
\f39\cf18\insrsid3545347\charrsid15235448 \hich\af39\dbch\af11\loch\f39 90 percent have a presence on Facebook, }{\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf18\insrsid7502710 \hich\af39\dbch\af11\loch\f39 closely followed by Twitter and}{\rtlch\fcs1 \af39 
\ltrch\fcs0 \f39\cf18\insrsid3545347\charrsid15235448 \hich\af39\dbch\af11\loch\f39  YouTube, }{\rtlch\fcs1 \af39 \ltrch\fcs0 \f39\cf18\insrsid3629939 \hich\af39\dbch\af11\loch\f39 but }{\rtlch\fcs1 \af39 \ltrch\fcs0 
\f39\cf18\insrsid3545347\charrsid15235448 \hich\af39\dbch\af11\loch\f39 Google+ was not as\hich\af39\dbch\af11\loch\f39  popular a platform.}{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid7209805\charrsid15235448 
\par }\pard \ltrpar\ql \li0\ri0\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid7209805 {\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\insrsid7209805\charrsid15235448 
\par }\pard \ltrpar\ql \li0\ri0\widctlpar\wrapdefault\aspalpha\aspnum\faauto\adjustright\rin0\lin0\itap0\pararsid6969683 {\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid15999040 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4343675 \hich\af39\dbch\af11\loch\f39 For questions on this report or to share ideas, contact:
\par 
\par \hich\af39\dbch\af11\loch\f39 Shani Higgins
\par \hich\af39\dbch\af11\loch\f39 CEO, Technorati Media
\par }{\field\fldedit{\*\fldinst {\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid11092685 \hich\af36\dbch\af11\loch\f36  HYPERLINK "mailto:shiggins@technoratimedia.com" }}{\fldrslt {\rtlch\fcs1 \af1 \ltrch\fcs0 \cs19\f39\ul\cf17\insrsid4343675\charrsid343724 
\hich\af39\dbch\af11\loch\f39 shiggins@technoratimedia.com}}}\sectd \ltrsect\linex0\endnhere\sectdefaultcl\sectrsid16266547\sftnbj {\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid66104 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4343675 \hich\af39\dbch\af11\loch\f39 @shiggles
\par 
\par \hich\af39\dbch\af11\loch\f39 To join the Technorati Media Ad Network: }{\field\fldedit{\*\fldinst {\rtlch\fcs1 \af0 \ltrch\fcs0 \insrsid11092685 \hich\af36\dbch\af11\loch\f36  HYPERLINK "http://technoratimedia.com/publishers" }}{\fldrslt {\rtlch\fcs1 
\af1 \ltrch\fcs0 \cs19\f39\ul\cf17\insrsid4343675\charrsid343724 \hich\af39\dbch\af11\loch\f39 http://technoratimedia.com/publishers}}}\sectd \ltrsect\linex0\endnhere\sectdefaultcl\sectrsid16266547\sftnbj {\rtlch\fcs1 \af1 \ltrch\fcs0 
\f39\cf18\insrsid4343675 
\par }{\rtlch\fcs1 \af1 \ltrch\fcs0 \f39\cf18\insrsid4343675\charrsid15235448 
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