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Blogger Relations – Creating Sustainable blog/brand partnerships
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Blogger Relations – Creating Sustainable blog/brand partnerships


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SoCon11 break-out session with Laura Ciocia and Erica Hartfield of Everywhere Marketing.

SoCon11 break-out session with Laura Ciocia and Erica Hartfield of Everywhere Marketing.

Published in: Technology

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  • Source: Technorati 2010 State of the Blogosphere
  • Transcript

    • 1. The Art (And Law) of Blogger Relations:
      9 Tips for Success
      Presented by:
      Laura Ciocia
      Senior Digital Strategist I Everywhere®
      Britton Thompson
      Digital Coordinator I Everywhere®
      @msciocia / @beeverywhere / @brittont13
    • 2. Why should you care?
    • 3. Because you can’t afford not to.
      • 77% of internet users read blogs.
      • 4. 52% of blog readers say that a blog post factored into the critical moment in which they decided to buy.
      • 5. 70% of bloggers are organically talking about brands.
      • 6. 46% of consumers indicate that they trust traditional media less then they did 5 years ago.
      • 7. 54% of mom bloggers report being contacted by a brand to write about or review a product.
    • 8. Still Don’t Care?
      Not to worry.
      Your competitors will.
    • 9. Tip One: Identify Relevant Targets
      Nobody likes a thoughtless and misplaced pitch. Take the time to research relevant bloggers who are most likely to be interested in your product/service before you make contact.
      Remember that not all blogs are created equal. Do your homework to ensure maximum engagement.
      Suggested Tools: Technorati, AllTop, Klout, MuckRack, Google Blog Search, Quantcast, Various Blogrolls
    • 10. Tip Two: Forget the word “pitch”
      A successful blogger outreach strategy is anchored by individualized, ongoing and authentic relationship building.
      Turn your “pitches” into partnerships!
      Seek to provide value to a blogger in exchange for sharing your product with her community.
      AVOID: Mass emails, embargoes & demands.
    • 11. Tip Three: Know the Law!
      The FTC requires bloggers to disclose any material consideration they receive in exchange for a post/mention/endorsement. This includes both cash and in-kind compensation.
      Brands are responsible too! Ensure all of your partner bloggers represent their relationship with truth and transparency.
    • 12. Tip Four: Get Creative
      The beauty of blogger relations is that there is no blueprint.
      Think beyond the ‘pay for post’ and develop sustainable relationships aimed at nurturing a loyal network of “passionistas” on behalf of your brand .
    • 13. Tip Five: Clearly Communicate Your Goals
      The challenge with blogger relations is that there is no blueprint.
      Make sure you outline your expectations and attach success metrics to your partnerships and campaigns.
    • 14. Tip Six: Keep Your Word
      It should go without saying but if you’ve promised an incentive or any other consideration, follow through on it.
      As a rule, treat bloggers with the same care and respect as you would the editor-in-chief at your most coveted publication.
    • 15. Tip Seven: Participate!
      Become an authentic contributor to the greater conversation through comments, blog posts, mentions, & re-tweets. There are limitless opportunities to connect, share and engage on behalf of your brand.
      Suggested Tools: HARO, Quora
    • 16. Tip Eight: Embrace the (free) Tools of the Trade
      Pitchengine (SMPR’s)
      Google Alerts
      Social Mention
    • 17. Tip Nine: Take it off-line
      No matter how connected social media makes us feel, it won’t ever replace face-to-face engagement.
      Find as many opportunities as possible to meet the people behind your connections.