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Contents
I.	 Introduction......................................................... 3
II.	 Executive Summary.............................................. 4-5
III.	 Brand Digital Messaging: Going Social................. 6-11
IV.	 Consumer Behavior.............................................. 12-18
V.	 Creating Influence................................................ 19-24
VI.	 Influencers & Revenue......................................... 25-28
VII.	 Influencers & Brands............................................ 29-32
VIII.	 Influencers & Brands: Evolution........................... 33
IX.	 Conclusion............................................................ 34
I. Introduction
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/month1, we sit in 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.

With this in mind, we present to you our 2013 Digital Influence Report,
which replaces our historical State of the Blogosphere and expands the
concept of all things social.  We hope you’ll benefit from the valuable
insights culled from surveys that included over 6,000 influencers, 1,200
consumers and 150 top brand marketers.




1comScore, December 2012


                                     3
II. Executive Summary
Sixty percent of brand marketers           sources for information on the in-
predict an average increase of 40          ternet, blogs rank among the top
percent in social spend for 2013.          five “most trustworthy” sources.  As
Currently, the bulk of brands’ over-       an example, according to consum-
all digital spend goes to                         ers, blogs are more influen-
display advertising, search                       tial in shaping opinion than
and video, with spending on                       Twitter, and when it comes
social, including influencer                      to affecting purchase deci-
outreach, making up only 10                       sions, more important than
percent of their total digital                    Facebook.  
spend. Within their social
budget, more than half goes                      In short, where brands are
to Facebook, followed by                         spending is not fully aligned
YouTube and Twitter, with                        with how and where con-
the remaining 11 percent of                      sumers are seeing value and
their social spend going to                      being influenced. This has
blogs and influencers.                           much to do with an essential
                                                 hurdle faced by most content
Though blogs and influencers don’t         creators: a lack of metrics and the
get a large portion of brands’ digi-       fragmentation that leads to their
tal spend, they rank high with con-        complexity as a purchasable medi-
sumers for trust, popularity and           um.
influence. When making overall
purchase decisions, for consumers,         This report also details how differ-
blogs trail only behind retail and         ent social platforms stack up against
brand sites. With regard to overall                         CONTINUED ON NEXT PAGE
                                       4
II. Executive Summary (cont.)
FROM PREVIOUS PAGE                          fluencers are not well represented
each other. You’ll see that                 in comScore/Nielsen, further un-
influencers ranked page views               derscoring the disconnect between
above all other metrics when fo-            influencer desirability and an ability
cusing on their own key metrics,            to effectively find them at scale.
while Google Analytics is the leader
among tracking tools.  Brands had           According to brand marketers,
different top metrics for identifying       when metrics from their earned
and selecting influencers, with com-        media goals are ranked, Facebook
Score/Nielsen ranking first, closely        likes, traffic to their website, Face-
followed by number of Twitter fol-          book fans, and Twitter followers are
lowers, Facebook friends, and the           the main contenders – a reversal
influencer’s potential to draw likes.       from influencers, where monitor-
It is important to note here, howev-        ing traffic/page views ranked No. 1,
er, that due to their niche size, in-       followed by Facebook likes.




                                        5
III. Brand Digital Messaging: Going Social


                                               where brands are social


    Brands’ digital messaging has gone social. More than 90 percent of brands
    surveyed for the Technorati Media Digital Influence Report stated they have
    a presence on Facebook. It’s nearly as high for Twitter (85%) and YouTube
    (73%). Google+ wasn’t as popular with brands, with only 26 percent of brand
    managers reporting a presence on that service.


                                                overall digital spend




                                        6
III. Brand Digital Messaging (cont.)
digital budget breakdown                            Social budget breakdown




  We see that brands are spending the largest parts (nearly 75 percent) of their digital
  budget on display advertising, search and producing video. Spending on social, includ-
  ing influencer outreach, 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 six percent is spent on influencers and 5 percent advertising
  on blogs.




                                             7
III. Brand Digital Messaging (cont.)
Brand managers report
an expected increase in
budgets for digital market-        digital budget outlook
ing in the upcoming year.
Mobile spend is expected
to increase for 79 percent
of brands surveyed, while
social and video tie at 59
percent of brands expected
to spend in those two ar-
eas. Of the additional bud-
get, most of the increases
are going to display ad-
vertising (73%) and search
(52%). Social and mobile
make up the second tier of
expected increases, each
category getting 37 percent
of budget increases.  Only 3
percent of brands say they
expect to decrease social
spending.


                         digital spending increases




                                     8
III. Brand Digital Messaging (cont.)
More than half of brands say they
have earned media goals, and
that those goals fall in the cat-
egories of Facebook likes/fans,
website traffic, Twitter followers
and landing page visits. In terms
of measuring their campaigns,
brands report that success is
defined as increased activity and
traffic on Facebook, Twitter and
on their websites. Spend is not
necessarily commensurate with
the areas in which the consum-
er impact is greatest, however
(e.g. spending on Facebook ads
trumped spending on blogs).


                   EARNED MEDIA GOALS BREAKDOWN




                                     9
III. Brand Digital Messaging (cont.)


     HOW BRANDS MEASURE EARNED MEDIA SUCCESS




                       10
III. Brand Digital Messaging (cont.)
Sixty-five percent of brands partici-
pate in influencer-based marketing
and when it comes to selecting
which influencers to work with,
brands are using metrics like com-
Score and Nielsen indices, Twitter
and Facebook following, and basic
blog statistics.




             brands measuring influencer attributes
                Use                          Neutral   Don’t use




                                        11
IV. Consumer Behavior
     When it comes to community size, 54 percent of consumers agree
     that the smaller the community the greater the influence.



                  “The smaller the community,
                          the greater the influence.”




0

                                   12
IV. Consumer Behavior (cont.)
 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 the third-most influential
 digital resource (31%) when making overall purchases, only behind retail sites (56%)
 and brand sites (34%). In fact, blogs were found to be the fifth-most trustworthy source
 overall for information on the internet. YouTube, Facebook and Google+ are the most
 popular social properties for consumers.

                            Online services most used




                                            13
IV. Consumer Behavior (cont.)
            Online services most trusted




                         14
IV. Consumer Behavior (cont.)
         Online services shared from the most




                          15
IV. Consumer Behavior (cont.)

      Online services most likely to influence a purchase




                              16
IV. Consumer Behavior (cont.)
  With the big investments brands are making on the social platforms, consumers said
  keeping up with a company’s activities and learning about products and services
  were the top reasons for following brands on Facebook, Twitter, YouTube, Pinterest
  and Instagram.


 what consumers think about how often brands post




                                          17
IV. Consumer Behavior (cont.)
         why consumers follow brands




                     18
V. Creating Influence
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. Most bloggers (52%)
operate two to five blogs, while
43 percent run just one. Only 5
percent of bloggers operate six or
more blogs.


                                 how many blogs




                                       19
V. Creating Influence (cont.)
    how influencers post
                                The primary method
                                for bloggers is text
                                (86%), but photos
                                and microblogging
                                (like Twitter) come in
                                at 38 percent and 31
                                percent, respectively.
                                Only 10 percent of
                                bloggers use video as
                                their primary meth-
                                od, and less than that
                                (4%) prefers audio.




    what influencers post
                                When it came to type
                                of content published
                                the most, editorials
                                were a clear leader
                                among influencers,
                                either their own orig-
                                inal content (74%) or
                                links to others’ arti-
                                cles (38%), making
                                up the majority of
                                blogging content.


                           20
V. Creating Influence (cont.)




     Primary publishing platforms                Influencing the influencers’ content




Bloggers also say that other bloggers are
very influential (18%) when it comes to
choosing their own content to publish.




                                            21
V. Creating Influence (cont.)
Facebook and Twitter are the most popular social platforms for bloggers, which are the
same platforms that generate the majority of blog referrals and shares. Facebook and Twit-
ter are also the top platforms from which bloggers are generating revenue.



                      where influencers are social




                                            22
V. Creating Influence (cont.)
        how social works for influencers




                       23
V. Creating Influence (cont.)
When it comes to measuring their 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. When it comes to sizing up their peers, Face-
book likes and Twitter followers have the attention of influencers.



               social metrics followed by influencers




                                              24
VI. Influencers & Revenue




Nearly two-thirds of influencers say they make money from blogging, but more than 80 per-
cent say it’s less than $10,000 per year. Only 11 percent of bloggers report making more than
$30,000 per year.



                                       Annual Revenue




                                              25
VI. Influencers & Revenue (cont.)

Most bloggers’ reported income was a result of advertising (61% banner, 51% text). Affiliate
programs (41%), sponsored content (24%), sponsored product reviews (19%) also were top
earning methods.




                      how influencers earn revenue




                                                                    *Banner ads per page




                                             26
VI. Influencers & Revenue (cont.)
                       what influencers are paid for




Nearly half of influencers report having been paid for a sponsored post or article, while ecom-
merce, affiliate links, banners, text ads, brand-sponsored content and product reviews are all
listed among desired revenue methods by influencers. Interstitials (full-page ads that appear
after a user clicks on a link, but before the user gets to the content) and roadblocks are among
revenue opportunities in which influencers are the least willing to participate.




                                               27
VI. Influencers & Revenue (cont.)
       acceptable revenue methods on blogs




      willingness to run advertising tactics




                        28
VII. Influencers & Brands
                   where influencers follow brands




Many influencers are following brands on Facebook (47%) and Twitter (38%) because they
want to keep up with brand activities and to learn about products and services. Fewer influ-
encers are following brands on YouTube (17%), Pinterest (11%) and Instagram (7%), but the
reasons for doing so are, by and large, the same.




                  influencers’ thoughts on brand post frequency




                                              29
VII. Influencers & Brands (cont.)
         why influencers follow brands




                      30
VII. Influencers & Brands (cont.)
Across all influencer types,
most influencers (70%) on             branding requests per week
average receive just under
10 opportunities to work
with brands a week.  One of
the top reasons influencers
would work with a brand is
because they have access to
an audience the brand would
want to reach (61%). Other
top factors include influ-
encers’ affinity to the brand
(68%), the campaign type
(61%) and the category of the
product being pitched (60%).
Influencers say that most of
their branding opportunities
come from the PR agencies
that have reached out to
them (37%).


      Basis for working with brands          Source for branding opportunities




                                        31
VII. Influencers & Brands (cont.)
Influencers most prefer receiving a first look or review opportunities for new products, features
or releases when presented with branding opportunities as well as being paid to create custom
content. Also high on the scale are prizes and samples to give away to their audience.



                    Preference of branding initiatives




                                               32
VIII. Influencers & Brands: Evolution

Influencers report that unsuccessful branding opportunities are most often caused by irrele-
vant pitches and expectations on their time. Influencers also report that those opportunities
sometimes don’t represent a relevancy to their blog or audience.


   Influencers’ top branding pain points            What influencers say brand sources lack




                                              33
IX. Conclusion
According to brand marketers,                     Furthermore, when gauging the
social spend in 2013 will increase                success of campaigns, where influ-
substantially. Despite this increase,             encers are monitoring traffic/page
however, spending on social makes                 views, brand marketers are measur-
up only one-tenth of brands’ to-                  ing Facebook likes.
tal digital budget. On the flip side,
blogs still are one of the most influ-            Looking at social platforms, Face-
ential mediums, ranking high with                 book and Twitter are the most pop-
consumers for trust, popularity and               ular social platforms for bloggers,
influence. The disconnect between                 which are the platforms that gen-
brand marketers and influencers                   erate the majority of blog referrals
is a result of a challenge they both              and shares, as well as those from
face – a lack of uniform metrics to               which bloggers are generating rev-
effectively measure the success of                enue. For consumers, YouTube,
influencer marketing campaigns.                   Facebook and Google+ are the most
At present, brands primarily look                 popular platforms. As for brands, 90
to comScore/Nielsen ranking for                   percent have a presence on Face-
identifying and selecting influenc-               book, closely followed by Twitter
ers first, yet influencers are not                and YouTube, but Google+ was not
well represented in these indices.                as popular a platform.
For questions on this report or to share ideas, contact:
Shani Higgins
CEO, Technorati Media
shiggins@technoratimedia.com
@shiggles

To join the Technorati Media Ad Network: http://technoratimedia.com/publishers
                                               34

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Technorati Digital Influence Report 2013

  • 1.
  • 2. Contents I. Introduction......................................................... 3 II. Executive Summary.............................................. 4-5 III. Brand Digital Messaging: Going Social................. 6-11 IV. Consumer Behavior.............................................. 12-18 V. Creating Influence................................................ 19-24 VI. Influencers & Revenue......................................... 25-28 VII. Influencers & Brands............................................ 29-32 VIII. Influencers & Brands: Evolution........................... 33 IX. Conclusion............................................................ 34
  • 3. I. Introduction 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/month1, we sit in 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. With this in mind, we present to you our 2013 Digital Influence Report, which replaces our historical State of the Blogosphere and expands the concept of all things social. We hope you’ll benefit from the valuable insights culled from surveys that included over 6,000 influencers, 1,200 consumers and 150 top brand marketers. 1comScore, December 2012 3
  • 4. II. Executive Summary Sixty percent of brand marketers sources for information on the in- predict an average increase of 40 ternet, blogs rank among the top percent in social spend for 2013. five “most trustworthy” sources. As Currently, the bulk of brands’ over- an example, according to consum- all digital spend goes to ers, blogs are more influen- display advertising, search tial in shaping opinion than and video, with spending on Twitter, and when it comes social, including influencer to affecting purchase deci- outreach, making up only 10 sions, more important than percent of their total digital Facebook. spend. Within their social budget, more than half goes In short, where brands are to Facebook, followed by spending is not fully aligned YouTube and Twitter, with with how and where con- the remaining 11 percent of sumers are seeing value and their social spend going to being influenced. This has blogs and influencers. much to do with an essential hurdle faced by most content Though blogs and influencers don’t creators: a lack of metrics and the get a large portion of brands’ digi- fragmentation that leads to their tal spend, they rank high with con- complexity as a purchasable medi- sumers for trust, popularity and um. influence. When making overall purchase decisions, for consumers, This report also details how differ- blogs trail only behind retail and ent social platforms stack up against brand sites. With regard to overall CONTINUED ON NEXT PAGE 4
  • 5. II. Executive Summary (cont.) FROM PREVIOUS PAGE fluencers are not well represented each other. You’ll see that in comScore/Nielsen, further un- influencers ranked page views derscoring the disconnect between above all other metrics when fo- influencer desirability and an ability cusing on their own key metrics, to effectively find them at scale. while Google Analytics is the leader among tracking tools. Brands had According to brand marketers, different top metrics for identifying when metrics from their earned and selecting influencers, with com- media goals are ranked, Facebook Score/Nielsen ranking first, closely likes, traffic to their website, Face- followed by number of Twitter fol- book fans, and Twitter followers are lowers, Facebook friends, and the the main contenders – a reversal influencer’s potential to draw likes. from influencers, where monitor- It is important to note here, howev- ing traffic/page views ranked No. 1, er, that due to their niche size, in- followed by Facebook likes. 5
  • 6. III. Brand Digital Messaging: Going Social where brands are social Brands’ digital messaging has gone social. More than 90 percent of brands surveyed for the Technorati Media Digital Influence Report stated they have a presence on Facebook. It’s nearly as high for Twitter (85%) and YouTube (73%). Google+ wasn’t as popular with brands, with only 26 percent of brand managers reporting a presence on that service. overall digital spend 6
  • 7. III. Brand Digital Messaging (cont.) digital budget breakdown Social budget breakdown We see that brands are spending the largest parts (nearly 75 percent) of their digital budget on display advertising, search and producing video. Spending on social, includ- ing influencer outreach, 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 six percent is spent on influencers and 5 percent advertising on blogs. 7
  • 8. III. Brand Digital Messaging (cont.) Brand managers report an expected increase in budgets for digital market- digital budget outlook ing in the upcoming year. Mobile spend is expected to increase for 79 percent of brands surveyed, while social and video tie at 59 percent of brands expected to spend in those two ar- eas. Of the additional bud- get, most of the increases are going to display ad- vertising (73%) and search (52%). Social and mobile make up the second tier of expected increases, each category getting 37 percent of budget increases. Only 3 percent of brands say they expect to decrease social spending. digital spending increases 8
  • 9. III. Brand Digital Messaging (cont.) More than half of brands say they have earned media goals, and that those goals fall in the cat- egories of Facebook likes/fans, website traffic, Twitter followers and landing page visits. In terms of measuring their campaigns, brands report that success is defined as increased activity and traffic on Facebook, Twitter and on their websites. Spend is not necessarily commensurate with the areas in which the consum- er impact is greatest, however (e.g. spending on Facebook ads trumped spending on blogs). EARNED MEDIA GOALS BREAKDOWN 9
  • 10. III. Brand Digital Messaging (cont.) HOW BRANDS MEASURE EARNED MEDIA SUCCESS 10
  • 11. III. Brand Digital Messaging (cont.) Sixty-five percent of brands partici- pate in influencer-based marketing and when it comes to selecting which influencers to work with, brands are using metrics like com- Score and Nielsen indices, Twitter and Facebook following, and basic blog statistics. brands measuring influencer attributes Use Neutral Don’t use 11
  • 12. IV. Consumer Behavior When it comes to community size, 54 percent of consumers agree that the smaller the community the greater the influence. “The smaller the community, the greater the influence.” 0 12
  • 13. IV. Consumer Behavior (cont.) 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 the third-most influential digital resource (31%) when making overall purchases, only behind retail sites (56%) and brand sites (34%). In fact, blogs were found to be the fifth-most trustworthy source overall for information on the internet. YouTube, Facebook and Google+ are the most popular social properties for consumers. Online services most used 13
  • 14. IV. Consumer Behavior (cont.) Online services most trusted 14
  • 15. IV. Consumer Behavior (cont.) Online services shared from the most 15
  • 16. IV. Consumer Behavior (cont.) Online services most likely to influence a purchase 16
  • 17. IV. Consumer Behavior (cont.) With the big investments brands are making on the social platforms, consumers said keeping up with a company’s activities and learning about products and services were the top reasons for following brands on Facebook, Twitter, YouTube, Pinterest and Instagram. what consumers think about how often brands post 17
  • 18. IV. Consumer Behavior (cont.) why consumers follow brands 18
  • 19. V. Creating Influence 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. Most bloggers (52%) operate two to five blogs, while 43 percent run just one. Only 5 percent of bloggers operate six or more blogs. how many blogs 19
  • 20. V. Creating Influence (cont.) how influencers post The primary method for bloggers is text (86%), but photos and microblogging (like Twitter) come in at 38 percent and 31 percent, respectively. Only 10 percent of bloggers use video as their primary meth- od, and less than that (4%) prefers audio. what influencers post When it came to type of content published the most, editorials were a clear leader among influencers, either their own orig- inal content (74%) or links to others’ arti- cles (38%), making up the majority of blogging content. 20
  • 21. V. Creating Influence (cont.) Primary publishing platforms Influencing the influencers’ content Bloggers also say that other bloggers are very influential (18%) when it comes to choosing their own content to publish. 21
  • 22. V. Creating Influence (cont.) Facebook and Twitter are the most popular social platforms for bloggers, which are the same platforms that generate the majority of blog referrals and shares. Facebook and Twit- ter are also the top platforms from which bloggers are generating revenue. where influencers are social 22
  • 23. V. Creating Influence (cont.) how social works for influencers 23
  • 24. V. Creating Influence (cont.) When it comes to measuring their 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. When it comes to sizing up their peers, Face- book likes and Twitter followers have the attention of influencers. social metrics followed by influencers 24
  • 25. VI. Influencers & Revenue Nearly two-thirds of influencers say they make money from blogging, but more than 80 per- cent say it’s less than $10,000 per year. Only 11 percent of bloggers report making more than $30,000 per year. Annual Revenue 25
  • 26. VI. Influencers & Revenue (cont.) Most bloggers’ reported income was a result of advertising (61% banner, 51% text). Affiliate programs (41%), sponsored content (24%), sponsored product reviews (19%) also were top earning methods. how influencers earn revenue *Banner ads per page 26
  • 27. VI. Influencers & Revenue (cont.) what influencers are paid for Nearly half of influencers report having been paid for a sponsored post or article, while ecom- merce, affiliate links, banners, text ads, brand-sponsored content and product reviews are all listed among desired revenue methods by influencers. Interstitials (full-page ads that appear after a user clicks on a link, but before the user gets to the content) and roadblocks are among revenue opportunities in which influencers are the least willing to participate. 27
  • 28. VI. Influencers & Revenue (cont.) acceptable revenue methods on blogs willingness to run advertising tactics 28
  • 29. VII. Influencers & Brands where influencers follow brands Many influencers are following brands on Facebook (47%) and Twitter (38%) because they want to keep up with brand activities and to learn about products and services. Fewer influ- encers are following brands on YouTube (17%), Pinterest (11%) and Instagram (7%), but the reasons for doing so are, by and large, the same. influencers’ thoughts on brand post frequency 29
  • 30. VII. Influencers & Brands (cont.) why influencers follow brands 30
  • 31. VII. Influencers & Brands (cont.) Across all influencer types, most influencers (70%) on branding requests per week average receive just under 10 opportunities to work with brands a week. One of the top reasons influencers would work with a brand is because they have access to an audience the brand would want to reach (61%). Other top factors include influ- encers’ affinity to the brand (68%), the campaign type (61%) and the category of the product being pitched (60%). Influencers say that most of their branding opportunities come from the PR agencies that have reached out to them (37%). Basis for working with brands Source for branding opportunities 31
  • 32. VII. Influencers & Brands (cont.) Influencers most prefer receiving a first look or review opportunities for new products, features or releases when presented with branding opportunities as well as being paid to create custom content. Also high on the scale are prizes and samples to give away to their audience. Preference of branding initiatives 32
  • 33. VIII. Influencers & Brands: Evolution Influencers report that unsuccessful branding opportunities are most often caused by irrele- vant pitches and expectations on their time. Influencers also report that those opportunities sometimes don’t represent a relevancy to their blog or audience. Influencers’ top branding pain points What influencers say brand sources lack 33
  • 34. IX. Conclusion According to brand marketers, Furthermore, when gauging the social spend in 2013 will increase success of campaigns, where influ- substantially. Despite this increase, encers are monitoring traffic/page however, spending on social makes views, brand marketers are measur- up only one-tenth of brands’ to- ing Facebook likes. tal digital budget. On the flip side, blogs still are one of the most influ- Looking at social platforms, Face- ential mediums, ranking high with book and Twitter are the most pop- consumers for trust, popularity and ular social platforms for bloggers, influence. The disconnect between which are the platforms that gen- brand marketers and influencers erate the majority of blog referrals is a result of a challenge they both and shares, as well as those from face – a lack of uniform metrics to which bloggers are generating rev- effectively measure the success of enue. For consumers, YouTube, influencer marketing campaigns. Facebook and Google+ are the most At present, brands primarily look popular platforms. As for brands, 90 to comScore/Nielsen ranking for percent have a presence on Face- identifying and selecting influenc- book, closely followed by Twitter ers first, yet influencers are not and YouTube, but Google+ was not well represented in these indices. as popular a platform. For questions on this report or to share ideas, contact: Shani Higgins CEO, Technorati Media shiggins@technoratimedia.com @shiggles To join the Technorati Media Ad Network: http://technoratimedia.com/publishers 34