Engaging the Blogosphere

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Engaging the Blogosphere An Edelman/Technorati
Study Richard Edelman October 6th, 2005
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Why This Study?

• Regular people are three times more credible
  than established figures of authority2005
  Edelman Trust Barometer
• To better understand Bloggers and how would they
  would like to be engaged
• Why companies should be involved in the
  blogosphere
• Respond to bloggers who advocate banning e-mails
  and releases from PR firms.

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Methodology

• Survey conducted by Edelman/Technorati during
  week of September 26th 2005
• Eighteen question online survey
• 821 respondents from list of influential bloggers
  compiled by Technorati
• Margin of Error /-3.4

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Section 1. Who are the Bloggers ?
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Many Blogging to Establish Their Authority
Within Their Field
What is the primary reason you blog?
Plurality of respondents blog to gain visibility
within their field
Others see themselves as public diarists or part
of a community
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Most Bloggers Posting Frequently
How often do you post?
44 post at least once a day
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Most Bloggers Correct Themselves
If one of your previous posts contains factually
incorrect about a product or company how do you
correct it?
Few would not attempt to correct errors posted on
their blog
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How to Reach Bloggers When They Make an Error?
If you get something wrong, what is the best way
for a company to contact you?
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Section 2. Why Should You Care ?
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Companies, Products and Employees Are Often the
Subject of Posts
How often do you write about companies, their
products or employees?
More than 50 post about companies and/or
products at least once a week
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Most Bloggers Rarely or Never Contacted by
Companies
How often are you contacted by companies or their
PR representatives?
Only 21 report weekly contact from companies or
PR reps
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Most Bloggers Willing to Review Products on
Their Blog
Would you like product samples in order to
evaluate products on your blog?
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Section 3. How Do You Engage Bloggers ?
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Vast Majority of Outreach is Not Personalized
How do companies and their PR firms generally
interact with you?
Just 16 report a personalized attempt at
interaction
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Most Bloggers Unsure Who is Contacting Them
What company representatives do you interact with
most often?
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Corporate Blogs Seen As Somewhat Credible
What is the trustworthiness of a blog endorsed
and produced by a company?
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Employee Blogs Seen as More Credible
What is the trustworthiness of a blog created by
an individual employee?
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Bloggers Would Prefer to Interact with Employee
Bloggers
When seeking information about a company or its
products, who do you prefer to interact with?
Company Executives received lowest rating
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Companies Receive Strong Levels of Trust
How much do you trust a message from a company?
Scale between 1 and 10, where 1 is "not at
all" and 10 is "complete trust"?
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PR Firms Need to Improve Reputation
How much do you trust a message from a public
relations firm? Scale between 1 and 10, where
1 is "not at all" and 10 is "complete trust"?
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Trust About Products Driven by Word-of-Mouth
When you are looking for product information,
which do you trust most?
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Section 4. Open Ended Comments ?
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How to Contact Bloggers
How would you like to be approached by companies
interested in reaching audience? (Number of
open-ended responses)

• By E-mail (345)
• Comment on my blog with insights (53)
• By phone (28)
• Leave me alone (23)
• With honesty and integrity (14)

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How Companies Frustrate Bloggers
What are some of your current frustrations with
companies interacting with the blogsphere? (Number
of open-ended responses)

• Most companies dont realize how influential
  blogs are (42)
• Dont interact or respond at all, or as often as
  they should (40)
• Use Blogs as a PR or Marketing Tool (28)
• SPAM (24)
• Advertisements (24)
• Not honest enough (18)
• They just send press releases (14)
• Fake Blogs (13)
• They dont listen (11)

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Key Findings

• Engagement Most bloggers not being contacted
  regularly even though 51 of bloggers are
  frequently blogging about companies/products or
  employees.
• How You Contact Bloggers Matters Personalized,
  Invitation to discussion, Transparent. Never Ever
  Spam.
• Direct Contact with Informed Principals
  Preferred Employee Bloggers, Brand Managers
• Other Bloggers Most Trusted Source Peer-to-Peer
  Horizontal Communications preferred

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Published in The New Yorker September 12,
2005 By Alex Gregory