INDIA: In what is believed to be the first global survey of its kind, Text 100 has examined the communications / PR preferences of chiefly technology, business and lifestyle bloggers across the globe. The survey indicates a "mainstreaming' of blogging in most markets, with many bloggers reporting increased contact from PR professionals or corporate communicators.
It also highlights that some of the worst practices from media relations have been exported to global blogger relations practices. Importantly for companies wanting to engage, the survey indicates there is significant opportunity for deeper relationships with this increasingly influential community.
Contact with PR People
- More than 90 percent of the 449 bloggers surveyed welcome contact by PR people
- Most report a high level of regular contact from PR people, with more than 96per cent of bloggers in the US being contacted once a week or more (versus 36per cent in APAC and 65per cent in Europe)
- Email is the preferred form of contact, no matter which part of the globe bloggers reside; and SMS and IM universally are the least preferred forms
- Around half of all bloggers in APAC and Europe indicate their preferred form of contact on their blogs, and as a result of this survey, a number were planning to add their preferred form of contact if they weren't already showing this. 88% of bloggers in APAC preferred an introduction before receiving information from PR people and corporations and many of these bloggers also wanted a face-to-face meeting
- Bloggers are united in their desire for distinctive content, particularly around new product developments and reviews, feedback on content posted on their blog, and interviews with key people
Content from PR People
- Photographs are most frequently used form of supplied content, followed by charts and graphs, and video streaming
- Almost two thirds of bloggers in APAC and Europe intend to use more elements from SMRs (Social Media Releases) in the coming 12 months
Blogging Habits
- Bloggers in the US spend the most time blogging, with 63per cent spending 9 or more hours a week; while in APAC and Europe that time spent is less (36per cent and 44per cent)
- Microblogging is used by more than 75per cent of all bloggers, and those in APAC and Europe believe they are blogging more often because of microblogging
Continued bad Habits from PRs
- PR people continue to blindly send corporate press releases to bloggers
- PR professionals are failing to read the blogs and truly understand their target bloggers' communities.
- They seem to expect bloggers to post corporate material, demonstrating a lack of understanding of the medium and the very reason why bloggers blog.
- They treat bloggers as they would journalists – not as influencers which is more appropriate.
Text 100 has analysed the results and suggests FIVE key lessons for PR and communications professionals:
1. Corporations are increasingly recognizing the influence of bloggers – The increased contact points to the "mainstreaming" of blogging as a communications channel, and the recognition by corporations that bloggers have increasing influence over their desired audiences.
2. Corporate News Releases are out: Bloggers say Social Media Releases will experience far greater usage in the coming months
3. RSS feeds are a key source of information for bloggers, second only to other bloggers – If companies aren't making their information available via RSS feeds, then they're failing to use one of the bloggers' most-trusted channels. Corporate bloggers and websites are also consistently deemed more credible sources than microblogging, newspapers, social bookmarking sites and television (and magazines in Europe and Asia Pacific).
4. The majority of bloggers are still part-timers – adjust your strategies accordingly - Outside of the US, the majority of bloggers surveyed blog for less than 9 hours per week.
5. Most bloggers will acknowledge when a post is supported by a corporation - While more than 80 percent of bloggers, no matter their region, say they would acknowledge sponsorship of blog posts, North Asian bloggers in particular tend to be less likely or willing to acknowledge sponsorship.
