1. Uncovering the Brand-Blogger
Value Exchange
By Heidi Modarelli-Frank

2. Session Objectives
• Gain an understanding of blogger influence and how
Brands can leverage that influence to drive marketing
objectives

3. Session Objectives
• Gain an understanding of blogger influence and how
Brands can leverage that influence to drive marketing
objectives
• Gain a better understanding of how the blogger
community operates and what drives their interest in
working with Brands

4. Session Objectives
• Gain an understanding of blogger influence and how
Brands can leverage that influence to drive marketing
objectives
• Gain a better understanding of how the blogger
community operates and what drives their interest in
working with Brands
• Learn that “Mommy Blogger” is a bad word

5. Why Are We Even Talking
about Bloggers?

6. Source: Nielsen, Women of Tomorrow, July 2011

7. 73%| Trust people they know
Source: Nielsen, Women of Tomorrow, July 2011

8. 73%| Trust people they know
32% |Trust Brand websites
Source: Nielsen, Women of Tomorrow, July 2011

9. 73%| Trust people they know
32% |Trust Brand websites
21% | Trust advertising
Source: Nielsen, Women of Tomorrow, July 2011

11. Potential Influencers

12. Social Broadcasters
Potential Influencers

13. Social Broadcasters
Mass Influencers
Potential Influencers

15. Truths and Myths
about Bloggers

16. Truth or Myth?
Bloggers are mostly Stay-At-Home “Mommies”
looking to fill their pantries with free stuff

17. Truth or Myth?
Bloggers are mostly Stay-At-Home “Mommies”
looking to fill their pantries with free stuff
MYTH

18. Social Activists Entrepreneurs Educators
Authors Smart Philanthropists Wives
Scientists Husbands Mothers
Bankers Dads Women Marketers
Social Media
Writers Intelligent
Enthusiasts

19. Truth or Myth?
With the prolific adoption of Facebook,
Twitter, Pinterest and Instagram, blog
readership is on the decline

20. Truth or Myth?
With the prolific adoption of Facebook,
Twitter, Pinterest and Instagram, blog
readership is on the decline
MYTH

21. Blog Readership Is on a Steady Incline
20.8 Million
17.5 Million
2010 2011 2012 2013 2014
Source: Emarketer – data based on Moms w/Kids under 18

22. Truth or Myth?
Blogger programs drive awareness, but have
little impact on purchase behavior

23. Truth or Myth?
Blogger programs drive awareness, but have
little impact on purchase behavior
MYTH

24. Bloggers Influence Purchase
63% of Moms said that blog reviews influence their decision to buy a product
Source: BlogHer, Babble
24

25. Bloggers Influence Purchase
63% of Moms said that blog reviews influence their decision to buy a product
84% of Moms used advice from blogs when making important purchase decisions
Source: BlogHer, Babble
25

26. Role in the Purchase Funnel
Awareness Consideration
Trial Repurchase Loyalty Recommendation

27. Role in the Purchase Funnel
Awareness Consideration
Trial Repurchase Loyalty Recommendation

28. Truth or Myth?
Bloggers are dying to work with big Brands
and will do it for free (or for coupons),
just to get it on their resumé

29. Truth or Myth?
Bloggers are dying to work with big Brands
and will do it for free (or for coupons),
just to get it on their resumé
MYTH

30. It’s All about (Her Personal) Value Exchange
• 100+ pitches a year

31. It’s All about (Her Personal) Value Exchange
• 100+ pitches a year
• Average $300 per post, $1,000+ for campaigns

32. It’s All about (Her Personal) Value Exchange
• 100+ pitches a year
• Average $300 per post, $1,000+ for campaigns
• Decision criteria:
> Brand recognized her individuality (they read her blog!)
> Product/Brand fits family lifestyle
> Brand values match
> Opportunity to build relationship

33. Truth or Myth?
Bloggers will publicly humiliate you
if you give them a bad pitch

34. Truth or Myth?
Bloggers will publicly humiliate you
if you give them a bad pitch
TRUTH

35. Personal Relevance: #1 Value

36. Personal Relevance: #1 Value

37. Truth or Myth?
“Mommy blogger” is a forbidden term
because it generalizes their content and
stereotypes their interests

38. Truth or Myth?
“Mommy blogger” is a forbidden term
because it generalizes their content and
stereotypes their interests
TRUTH

39. It’s about Life, Not Housework and Mommying

40. In Summary: The Brand-Blogger Value Exchange
Brands Want
> To reach new audiences
> To influence purchase
> Trust/credibility

41. In Summary: The Brand-Blogger Value Exchange
Brands Want Bloggers Want
> To reach new audiences > Brands that get to know
> To influence purchase them (and vice versa)
> Trust/credibility > The opportunity to be
genuine (and make a
difference)
> Fair compensation

42. Thank You.