social mediaQ2 • 2010
sponsorships
the state of
about the report
➡ Information gathered from 2890 respondents
➡ Results include answers from those that indicated
that they were a blogger, tweeter or other social
media publisher
Click here to join the discussion on Twitter
#stateofsms
social media sponsorship
➡ Social Media Sponsorship or “SMS” is the practice
of providing compensation to a social media
publisher in exchange for mention, promotion or
review through that publisher’s social media
channels. Compensation can be in the form of cash,
free product or service, experiences, discounts,
coupons or other special incentives.
sms industry growth
SOURCE : PQ MEDIA Social Media Sponsorships Forecast 2010-2014
Growth of SMS 2004-2009
$0M
$4M
$8M
$12M
$16M
$20M
$24M
$28M
$32M
$36M
$40M
2004 2005 2006 2007 2008 2009
$35.7M
$32.9M
$24.8M
$15.1M
$7.0M
$2.5M
$10.3M
$7.5M
$4.3M
$1.7M$0.5M$0.1M
Cash Non-Cash
Q: Do you directly monetize your social media activities through advertisement, sponsorship or affiliate programs?
monetizing social media
SOURCE : IZEA Q2, 2010 SMS Survey
11.6%
32.1%
56.2%
YesI Would like toI Don’t want to
53.2%of social media publishers have
accepted compensationfor sponsored content
34.2% wouldSOURCE : IZEA Q2, 2010 SMS Survey
70.5%of those who said they
would not accept compensation
said they would accept a free car for a yearin exchange for blog posts and tweets
SOURCE : IZEA Q2, 2010 SMS Survey
advertisers are reaching out
SOURCE : IZEA Q2, 2010 SMS Survey
28.7%
71.3%
YesNo
Q: Have you ever been approached by someone offering cash, free products, discounts or other compensation in exchange for a blog post, tweet or other social media promotion?
57.6% direct sponsorshipcompensation for a specific post or series of posts.
49.3% indirect sponsorshipfree product was provided, the post was expected but not required by advertiser.
27.2% material relationshipposts to promote a client, your employer or other party with whom you have a financial connection.
what have you engaged in?
SOURCE : IZEA Q2, 2010 SMS Survey
direct sponsorship
SOURCE : IZEA Q2, 2010 SMS Survey
Use and Acceptance Among Different Forms of SMS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Blog Posts Tweets or Updates Photos Videos
56.1%
64.6%40.5%
30.4%
17.6%16.3%
44.5%
64.3%
Have DoneWould Do
compensation types
SOURCE : IZEA Q2, 2010 SMS Survey
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2.1%
26.9%
71.0%
Cash
Prefer Accept Dislike
5.3%
69.3%
25.4%
Free Product
41.8%
49.2%
9.0%
Discounts/Coupons
Q: How many times have you promoted an advertiser through your social media channels in exchange for some form of compensation?
sponsorship frequency
SOURCE : IZEA Q2, 2010 SMS Survey
25.6%25.1%
12.8%
6.6%29.9%
20+ Times11-20 Times6-10 Times2-5 TimesOnce
twitter followers
SOURCE : IZEA Q2, 2010 SMS Survey
Total Followers on Personal Account
0%
4%
7%
11%
14%
18%
21%
25%
28%
32%
35%
Don’t Use 1-100 101-1k 1k-2.5k 2.5k-5k 5k-10k 10k-100k 100k+
2.0%2.6%4.2%
6.9%
13.4%
31.4%
27.1%
14.3%
tweeter expectation
SOURCE : IZEA Q2, 2010 SMS Survey
$124from my account is worth
a sponsored tweet
Q: How much do you think a tweet from your personal twitter account is worth?
blog traffic
SOURCE : IZEA Q2, 2010 SMS Survey
Monthly Page Views Received on Blog
0%
3%
6%
9%
12%
15%
18%
21%
24%
27%
30%
I Don’t Know 0-1k 1k-5k 5k-25k 25k-100k 100k-1m 1m-5m 5m+
3.0%
9.0%
4.3%
10.0%
18.7%19.8%
25.9%
20.1%
blogger expectation
SOURCE : IZEA Q2, 2010 SMS Survey
$179on my blog is worth
a sponsored post
Q: How much do you think a blog post on your personal blog is worth?
Q: What form of disclosure do you use when working with advertisers?
disclosure practices
SOURCE : IZEA Q2, 2010 SMS Survey
33.8%
20.6%
24.0%
21.6%
What Do You Mean?In-PostDPIn-Post + DP
Q: What form of disclosure do you use when working with advertisers?
disclosure practices
SOURCE : IZEA Q2, 2010 SMS Survey
31.0%
22.2%
26.1%
20.6%
What Do You Mean?In-PostDPIn-Post + DP
ANSWERS AMONG PEOPLE THAT INDICATED THEY WERE PR, SOCIAL MEDIA
OR MARKETING PROFESSIONALS
ftc guidelines
SOURCE : IZEA Q2, 2010 SMS Survey
Awareness Among PR, Social Media and Marketing Professionals
0%
4%
8%
12%
16%
20%
24%
28%
32%
36%
40%
None Have Heard of Them Have Read Them Read & Understand
29.9%
9.0%
26.1%
35.0%
$0
$400
$800
$1,200
$1,600
$2,000
$2,400
$2,800
$3,200
$3,600
$4,000
1-10/mo 11-20/mo 21-40/mo 40+/mo
$3,344
$883
$724
$423
$0
$70
$140
$210
$280
$350
$420
$490
$560
$630
$700
1-10/mo 11-20/mo 21-40/mo 40+/mo
$623
$202
$109$89
annual sms blog income annual sms tweet income
ANNUAL SMS INCOME by social media hrs invested /mo
298%more in sms from their blog
than non-twitter users
twitter users earn
SOURCE : IZEA Q2, 2010 SMS Survey
0%
6%
12%
18%
24%
30%
36%
42%
48%
54%
60%
$10k+ $5-10k $1-5k $1.00-1k $0
22.0%
52.8%
21.6%
1.9%2.1%
ANNUAL DOLLARS invested by publishers per year
SOURCE : IZEA Q2, 2010 SMS Survey
$711average
Q: How much do you spend each year on hosting, education, conferences, and other social media expenses?
blog sms by category
SOURCE : IZEA Q2, 2010 SMS Survey
Average Annual Income from Blog SMS by Blog Category
Family & Parenting
Marketing
Men’s Lifestyle
Entertainment
Technology
Social Media
Beauty & Style
Life In General
$0 $400 $800 $1,200 $1,600 $2,000 $2,400 $2,800 $3,200 $3,600 $4,000
$771
$1,060
$1,319
$1,333
$1,339
$1,669
$1,698
$3,256
youFor More Information Please Contact
Peter Scott, APR • VP, Business Development
1.866.514.1680x136
thank
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